Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands, and how do they choose between them? We spoke to marketing professor Lily Dong to find out.

Ele.me is China’s biggest food start-up, boasting daily orders worth $9.5 million from more than 40 million customers across 260 cities. The brand is now set to expand even further, launching Youcai – a B2B platform linking food ingredient vendors with restaurants.

As working days get longer and cities get busier, consumers in China are showing an increasing interest in convenience foods. While Western door-to-door delivery services have long been established, Eastern food delivery start-ups are only now on the rise – and they’re set for huge growth.

Breakfast in China is nothing like it is in the West. Eggs, cereal and fresh fruit hardly ever appear on the menu, instead bland soups and dumplings are slurped down. But just as China has come around to buying Western luxury goods, is there a place for coffee and bacon on the Chinese breakfast table?