The conglomerates of China, such as Tencent and Alibaba, are so large that the amount of consumer insight available to them is unfathomable. This access to consumer data allows them to create better products and campaigns. Data collected by these large corporations are shared and implemented by their subsidiaries to work together in different industries.
Western companies like McDonalds and BMW choose to work directly with the conglomerates due to their size. This allows for partnership, instead of competition, to grow in China. It also allows for conglomerates to control the marketing strategies and plan large events more effectively. When BMW launched the X1, they collaborated with Tencent to promote the car with a large, single day event.