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Articles by 张建
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Carabao Goes Left, Monster Goes Right, Both Lose in China's Energy Drink Market
Carabao's strong promotion but weak distribution, and Monster's strong distribution but weak promotion, prove with their losses that aggressive marketing carries risks and that having distribution doesn't guarantee market success. In 2018, the energy drink market remains volatile, and these two international giants, once highly anticipated, are reported to be in the red.
张建Evergrande Spring Returns: High-Profile Birth, Low-Key Retreat, What Weapons Does It Bring This Time?
Evergrande Spring, the legendary bottled water brand, is back with a new low-sodium product line targeting the 3-yuan price segment. After a failed high-end launch and subsequent market collapse, the brand faces an uphill battle in a competitive market. Will it succeed this time?
张建