China has long been a lucrative market for American companies looking to win over the country’s more than 1 billion consumers. But while brands like Nike and Starbucks have thrived in China for decades, their age of dominance could be coming to an end thanks to a new wave of domestically owned firms. The video below explores how companies like Anta and Luckin Coffee are appealing to younger consumers who seem less interested in Western products than past generations.

Questions:

1. Why are American brands like Nike and Starbucks losing market share in China to companies like Anta and Luckin Coffee?
2. Do you think American companies should maintain their brand identities or follow along with the trends currently going in China?