China Facts: The growth of microbrands is challenging the business of consumer goods



The growth of microbrands - or direct-to-consumer (DTC) brands - represents a profound shift in the consumer-goods sector. According to Nielsen, a consultancy, the biggest 25 food-and-beverage companies, for example, generated 45% of sales in the category in America but drove only 3% of the total growth in the industry between 2011 an 2015! A long tail of 20,000 companies below the top 100 produced half of all growth. Selling directly to consumers means that microbrands boast a wealth of data. Their giant rivals, by contrast, use data filtered by retailers. 

*) the Economist 10th November 2018






Share on Facebook
Share on Twitter
Please reload

  • Facebook Basic Black
  • Twitter Basic Black
  • Black Google+ Icon
Please reload

Search By Tags:
Hans Henrik Pontoppidan
Secretary General, DCBF 
Who's Behind The Blog


Danish-Chinese Business Forum

Address: Tingskiftevej 5,

DK-2900 Hellerup

Phone: +45 33 32 97 78


CVR: 29 05 16 31

The views expressed of the authors do not necessarily represent or reflect the views of DCBF.