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.
There are currently no female flavors of Ben & Jerry's ice cream (even Tina Fey would agree that, while "Greek frozen yogurt" is certainly a healthy ice cream alternative, it is not the same as ice cream).
Contemporary Chinese society, still Confucian to the core, is driven by the need for societal acknowledgment and diffused insecurity. Consumer behavior, characterized by status projection and risk avoidance, reflects these truths.