Budget airlines have been commonplace in Europe and the US for some time. And now they are starting to enter the Asian marketplace, where demand for air travel is growing at a rapid pace. There is Jin Air, a low-cost airline operating out of South Korea. Tiger Airways serves Singapore and Australia, and Scoot is a Singapore-based, low-cost long-haul airline.

Simplicity is not just a Western concept. It’s actually been rooted in Chinese culture for more than 1,000 years. Over the past decade, however, Chinese brands have not embraced simplicity in terms of how they interact with consumers.

When it comes to brand strategy, many Chinese companies adhere to the following approach: focus on the quality of their products, but not the stories behind them. And they are always seeking ways to explain why people should trust them.

If you were to type the word “China” into a search engine, you’ll likely see a number of boldface headlines declaring the strength of the Chinese economy and its breathtaking growth. China is without a doubt a rising power, one of the most exciting marketplaces in the world, and an emerging battlefield for brands.