Chinese marketers - indeed, marketers everywhere -- need to "rebuild" corporate structures to align assets. True, "pain from change" is unavoidable. But downward vortex of commoditization will be more difficult to bear.
In the classic tale, "Ali Baba And The Forty Thieves," the protagonist undergoes a rags-to-riches transformation to emerge as the sole guardian of a secret incantation ("Open Sesame") that grants him exclusive access to an immeasurable, hidden treasure.
China's technologically liberated consumers are ready for a digital commercial revolution. But manufacturers and their communications partners are letting them down by not approaching the sector strategically.