Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

This article is part of a Spotlight series on what marketers can learn from DTC disruptors in China. Read more

The stellar IPO performance of new FMCG challenger brands in China such as Pop Mart, HeyTea and Perfect Diary show a remarkable pattern. Multi-billion-dollar valuations after less than 10 years of a company’s foundation were thought to be exclusive t

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