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  "docSlug": "f68351115ec32026",
  "documentTitle": "Breaking Records Everything Brands needs to know to breakthrough and dominate the Chinese Market in 2024",
  "authorId": "McKinsey",
  "authorName": "Branding Records",
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  "notes": "The chart uses a waterfall-like descending order of influence percentages.",
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      "text": "The digital revolution in China is not limited to the middle and upper classes but has permeated every layer of society, democratising access to online content and shopping opportunities. This widespread and explosive adoption of digital consumption has ushered in a new era in market dynamics, where everyone, from the high-income professional to the average worker, is an online shopper.",
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      "evidence": "The deck uses the golden circle to explain the importance of understanding the Chinese consumer",
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      "objective": "Why should we care about China's new consumer class?",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
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      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
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