Filipino executive Alfonso ‘Pons’ de Dios, with over 24 years of experience in the Chinese market, shared valuable insights on business opportunities in China during the Pandesal Forum at Kamuning Bakery and Café on March 21, 2025.
De Dios was Procter & Gamble’s media director for Greater China from 2001 to 2009, managing media and communication plans across 33 markets. In 2010, he moved to Beijing to start his consultancy, Telos Media Works, helping businesses use media to build brands.
He also founded TVCXpress Manila Inc. in Manila, a company focused on technology-driven advertising solutions.
De Dios said understanding the right product-market fit is essential for success. The Chinese market is highly dynamic, and businesses should adapt their products to appeal to the sophisticated and diverse Chinese consumers, who are far from homogeneous, he said.
“The Chinese consumer is evolving rapidly, becoming more sophisticated and greatly influenced by social media,” he said.
“Once you stop innovating, you risk putting your brand at risk.” he added.
He said Chinese consumers are increasingly using social media to discover and evaluate products, making it crucial for businesses to maintain a strong digital presence. Beauty products, in particular, have become a significant sector in China, as consumers place a premium on quality and innovation.
“The product itself is half the battle. The other half is the story behind it,” de Dios said.
He advised businesses to not only offer high-quality products but also ensure that the brand’s story resonates with the market.
He provided an example of how Luckin Coffee, a technology-driven coffee brand, innovated its business model by offering fast service and lower prices, eventually outselling Starbucks in China.
De Dios also offered practical advice for Filipino businesses aiming to enter the Chinese market, emphasizing three guiding principles: always stay curious by continuously questioning and challenging the status quo to foster innovation, recognize that there is no such thing as a bad idea and remain open to external feedback to refine business offerings, and lead by example by being actively involved in the business and ensuring that actions align with long-term goals through a strategic and holistic approach.
Another key point he discussed is how business could serve as a bridge for improving relations between the Philippines and China, particularly in light of current political tensions.
He said that while politics may divide nations, business transcends these barriers, allowing people to connect on common ground.
“Business appeals to everybody. It helps consumers and builds bridges,” he said.
De Dios encouraged Filipino entrepreneurs to seize the opportunities that the Chinese market offers, noting that despite the challenges, the right approach can yield significant rewards.
“Filipinos can succeed in China if they understand the market and innovate,” he said.