Made in China #159 – Are Global CEOs Ignorant of the Chinese Market? | Ex-Adidas MD, Entrepreneur & Venture Capitalist Jason Thomas
What happens when a global brand underestimates the Chinese market? In this episode, we speak with Jason Thomas – former Managing Director of Adidas Greater China and now entrepreneur in Dubai. With experience spanning Asia, the Middle East, and Africa, Jason shares what international companies often get wrong about China, how local brands have gained the upper hand, and why TikTok and digital ecosystems should no longer be ignored in global boardrooms.
We talk about:
– The rise of local Chinese brands and what sets them apart
– Why true localization goes beyond marketing slogans
– How excess inventory can damage brand value
– What Jason is building now – and what’s next
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Jason
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Thomas
Thomas Derksen is a German entrepreneur, bestselling author, and content creator with over 10 million followers across social media. He is widely recognized as one of the most influential Western voices on China, offering deep insights into the country’s culture, society, and rapidly evolving digital economy.
As an expert on China-Europe relations and a leading Asia business commentator, Thomas regularly shares his perspectives on Chinese society, commerce, and cross-cultural understanding through newsletters, podcast episodes, and articles across various platforms.
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