Ghostse I think the problem with the Chinese not buying into star wars is because SW was a cultural phenomenon in the 70s that changed how Americans view movies and entertainment. Star Wars was the first of it's kind and it led it to be fondly remembered modern culture. But at the same time America was making a new and more inclusive wave of film, Chinese were starving and being oppressed. Marvel hit a sweet spot with the Chinese. They could come out and have a little fun(but no blood or skeletons!), and they had just enough freedom and money to buy plastic garbage, which they never had the chance to before the 2000s.
I think they just don't know what it is, and even looking back they wouldn't understand why it was so loved. But none of this would matter if Disney would actually make things for their own country instead of relying on foreigners to bail them out when they make low quality cash grabs.