Western millennials like big brands that do one thing really well, such as Coca Cola, WhatsApp, Oakley, and Samsung.
However, a Brandlab study used by Landor showed that Chinese millennials think differently.
They want one brand that does everything. They care more about the number of different products the one brand can produce than the quality.
A Chinese millennial from the study, called Pair, said: "It should be all of life, so you can choose any part of the brand for your life." Another participant, Chritina, said: "People choose one company, one brand ..."