But addressing the Chinese market is still a difficult task that requires a sophisticated answer, he said.
It is bigger, changing faster, and is much more complicated than other countries he has worked in, he said.
"I prefer to look at China not as one country but as 50 countries. It looks like Europe," said Braeken of his experience in China, in his first interview since he took the top job.
"As a fast-moving consumer goods business in China, the most important thing is you must always manage a double agenda and be aware not to lose the right speed," Braeken said.
Merely
