China's 1.3 billion consumers are at a crossroads. Despite the rapid urbanization and the emergence of a strong, status-conscious middle class, China is still a highly fragmented marketplace, where it pays off to understand the subtleties of consumer habits and regional idiosyncrasies. Many global brands using "one-size-fits-all" marketing strategy were deemed to fail in China.

Today we invite Mr. Riben Ox, CEO of Fclub.cn, to share with us his insights about global brand's China market entry strategy. Riben has over a decade's experience dealing with global brands like Armani, Diesel and Energie.