绿色饮食倡导者OATLY：如何开启中国大市场？

This case study introduces how Oatly, a Swedish oat-based food producer, made inroads into the Chinese market and established its brand by prioritizing ESG sustainable development as its core value. The study examines the challenges faced by the Chinese management team in the local market and how they developed the strategy to localize the brand. Specifically, the study explores how the team expanded the brand to a larger market and advocated for a green and low-carbon lifestyle for more Chinese consumers. From a marketing perspective, Oatly's success in the Chinese market serves as a typical example of how to build a brand for a new product category in a new market. In light of China's 30-60 decarbonization goal, other companies can look to Oatly as a successful example of integrating green and low-carbon sustainability concepts into brand strategies, navigating challenges, and engaging with Chinese consumers.