THE MYTH OF THE CHINA MARKET

For centuries, foreigners have eyed the "China market" with dreams of making a fortune retailing a product to millions upon millions of Chinese consumers. That the vast majority of these ventures have failed seldom seems to deter the next generation of China market seekers.

The latest casualties: Barbie and Home Depot.

Despite the potential, some firms have found profits here elusive. Analysts said the most successful American retailers in China are those that recognize the complexity of the market, and adopt their products to local tastes and preferences. Chinese are still highly discerning consumers, experts say, and what works on Main Street does not always easily translate.