Global consumer brands (Nike, Starbucks, Estée Lauder, Gap) are losing market share in China due to failure to adapt to local preferences and aggressive pricing by domestic competitors. Key reasons: sticking to outdated business models, premium pricing without matching value, inability to innovate at local speed, and geopolitical tensions shifting consumer preference toward local brands. Successful Western brands (KFC, Lululemon, Ralph Lauren) adapt by creating China-specific products, understanding local insights, and using appropriate distribution channels. The lesson: generic global strategies no longer work—brands must make country-specific investments.