Understanding Chinese consumers

This story either strikes you as odd, or it makes perfect sense.

A blue-collar beer goes upmarket


That would be a $44 bottle of Pabst Blue Ribbon. In the description at the link, it appears the beer is a high-quality product and could be an effort by Pabst to create a new image for itself in China.

When a company has zero brand identity, it can remake itself in China. See: upscale Pizza Hut dining. However, it is also the case in China that image is sometimes everything. The same product placed in an expensive package can be sold for multiples of the regular price, sometimes multiples of 10 or even 100.