Christine Xu


McDonald's China


[CEO Talks] Opportunities in the Red Ocean: the DTC Model That May Change the Consumer Goods Market

In an era when people have more equal access to information, big names with mediocre products are no longer as sexy. Emerging brands with an honest, equal and strong value who act rapidly and are willing to take on social responsibilities are beginning to be rewarded. They are also exploring business models that transcend the limitations of time and industry. Through precise positioning, cocreation of content and product, user operation, and data analysis, they win a place in the nearly-saturated red ocean. What are the opportunities in such a market with low barriers to entry and little innovation? Will the DTC multi-brand model be the best option for consumer goods companies? What is the key to success?