With heightened global geopolitical tensions and the rise of its own brand powerhouses, Beijing is moving to a China Brand Strategy 2.0. Foreign competitors’ brands continue to be openly targeted under the auspices of “national security.” Local brands have been created that are capable of competing – and winning – at home and are beginning to compete abroad, even in highly developed Western markets. The global competition for consumers from China is ramping up. Finally, those global brands that find they have new, sometimes formidable Chinese brand competitors are not playing dead, but are testing new methods to retain their market share.