What does it take for foreign brands to thrive in China today?

International brands have enjoyed a mostly free run in the Chinese market since China opened its doors to foreign investors in the late 1970s. Starbucks, Apple and McDonald’s are among the major names to have dominated the Chinese market after introducing services and products that did not exist in the country. In recent years, however, the multinationals have struggled with falling profits in China. While a slumping domestic market is one reason for the decline, domestic Chinese brands, often with their own take on Western trends, have also steadily eaten away at market share. So does the change signal the end of an era for Western brands in China?