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'Digital first' pays off in China's food and beverage sector

Upstart local companies use interactive online brands to beat multinationals

| China

China's food and beverage market has undergone an unprecedented transformation over the past few years, enabling the emergence of new players and threatening incumbents -- both foreign multinational corporations and local companies.

With consumer food and beverage spending expected to reach approximately $10 trillion by the end of 2016, China is one of the largest such markets in the world, if not the biggest. But the market is also defined by its mercurial and fast changing nature.

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