From data to culture: U.S., Europe brands take on the Chinese consumer

BEIJING — China's economic slowdown isn't discouraging U.S. and European brands from revamping their strategies to reach Chinese shoppers.

Instead, the allure of the world's second-largest consumer market is forcing companies to adapt in the face of growing competition from local brands.

In the case of Kraft Heinz , getting more people in China to buy ketchup this year also meant hiring a local agency to help create catchy campaigns — decorating subway station columns to mimic ketchup bottles and promoting the condiment as a fresh twist on a popular dish: stir-fried eggs and tomatoes.

It's a hard market to tackle, even for Shanghai-based marketing firm Good Idea Growth Network (GGN). The agency has witnessed at least five different waves of consumer trends in its 14-year his