There is a lot of money to be made by western brands in China. The country presents a massive opportunity for western brands to make money. However, many of them still seem out of touch with the country. It was compiled by brand consultants based in the UK and across China, using wide ranging studies from organizations including Credit Suisse, The Economist, and Brandlab. Here are the six themes Landor thought were most important for western companies looking to be successful in China. Landor described the generation gap between those born in China before when former communist things that makes money from china leader Mao Zedong died and those who were born after as a «generation chasm. A study by Iconoculture revealed that the most important values for those born pre were «thrift,» «practicality,» «belief,» «wisdom,» and «reality.