Global Brands Need China’s Consumers to Spend. They Might Have to Wait.

SHANGHAI—Global brands are hoping China’s gigantic consumer market will help rekindle growth as the world tries to recover from the coronavirus pandemic. They are facing an uphill battle.

Companies from Lego AS to Domino’s Pizza Inc. say they are seeing a solid bounceback in China, at least compared with a month or two ago. But a full return to normal, much less growth, is proving harder because so many people have lost jobs and income, or want to save more.

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