GLOBAL CHINESE BRANDS
10
Opinion polls around the world show that the international community’s recognition of China’s achievements is on the rise, as is the reputation of the country – and the brands and products that come from there.
The slowdown in the global economy has shone a spotlight on China’s role in maintaining economic momentum. Infrastructure projects forming
part of the “Belt and Road” initiative around the region and beyond have also helped promote other countries’ economic development and, as people’s lives have improved as a result, this has brought a warmer, more positive impression of China internationally.
New vision
Perceptions of China have also become more diverse and multifaceted; the country has long been seen as a big one, with a rich cultural heritage. Now, that view is enhanced by innovative, cutting-edge technological achievements made by modern China.
The global attention given to China’s successful landing on the dark side of
the moon is a good example of how the country’s technological strength is now perceived.
The China National Image Global Survey and Chinese Enterprise Global Image Survey Report, both initiated by the Academy of Contemporary China and World Studies (ACCAWS) in collaboration with Kantar Millward Brown over five consecutive years, show increasing recognition of the importance of China’s role in world economic and political affairs.
Reports also reflect international consumers’ positive experiences with Chinese tech brands, and their understanding of accomplishments such as China’s high-speed railway technology.
The result is that “Made in China” is gradually shifting to “Intelligently manufactured in China”.
The strengths consumers associate with a country are extended to the products and brands that originate there, and the same applies in reverse, creating a symbiotic relationship between a country
and its brands – the so-called “halo effect”.
Because of the outstanding performance of internet-based companies such as Alibaba, Huawei, and Xiaomi, as well as infrastructure construction enterprises like railway specialist CRRC and the State
Grid Corporation of China, the international community has been deeply impressed by China’s national image of a strong capability of technological innovation.
Golden opportunity
China’s rise to international political prominence, its cooperation and closer relationship with neighboring countries, and those further afield, as well as the shift in consumer views of China and its products, all give Chinese brands a unique opportunity to go global.
Yet there are significant challenges, not least the rise of trade protectionism in several major markets. This is undoubtedly dampening demand for Chinese- made goods in some markets at a time when international competition in many business sectors is becoming more intense.
The intensity of global competition is evident in the most recent BrandZTM Top 100 Most Valuable Global Brands ranking. This shows that even though Chinese brands are gaining ground, there are still only 14 in the Top 100,
Advice for new players
I suggest that Chinese businesses with global aspirations consider international brand-building as a process – one that runs in parallel with China’s development and modernization. I advise companies to focus on three key areas:
1. Take a comprehensive approach to building a brand. Consider that Chinese brands don’t just take a product or service overseas, but also their corporate culture and their world view. These attributes offer a powerful and potentially innovative narrative for global consumers.
2. Strengthen international brand publicity. Chinese brands must
fulfil their corporate social 11 responsibilities, properly handle relationships with governments,
local communities and consumers, and actively integrate themselves
into local markets through deep insights based on data-based evidence.
3. Develop cross-cultural communication skills. Localized operations in international markets should be a priority for Chinese companies. And they need to raise their awareness to let local people tackle local challenges and solve local problems. This includes using public relations to ensure that the brand communicates its mission and spirit in a way that resonates locally.
I hope that Chinese brands going global will create strong and positive support for Chinese people, allowing them to achieve their Chinese dream, and become a glittering business card for China itself.
A glittering ‘Business Card’ for Nation’s Image
China’s national image around the world has become both more prominent and more positive in recent years, providing a springboard for brands as they work to go global.
International consumers’ impressions of “Made in China” have shifted significantly. This is in part because of their positive experiences with key ambassadorial brands, but also as a result of changing perceptions as China’s role on the world stage improves.
China’s role in global affairs has been rising, and China’s image as a major global country is more significant and more outstanding.
10
Opinion polls around the world show that the international community’s recognition of China’s achievements is on the rise, as is the reputation of the country – and the brands and products that come from there.
The slowdown in the global economy has shone a spotlight on China’s role in maintaining economic momentum. Infrastructure projects forming
part of the “Belt and Road” initiative around the region and beyond have also helped promote other countries’ economic development and, as people’s lives have improved as a result, this has brought a warmer, more positive impression of China internationally.
New vision
Perceptions of China have also become more diverse and multifaceted; the country has long been seen as a big one, with a rich cultural heritage. Now, that view is enhanced by innovative, cutting-edge technological achievements made by modern China.
The global attention given to China’s successful landing on the dark side of
the moon is a good example of how the country’s technological strength is now perceived.
The China National Image Global Survey and Chinese Enterprise Global Image Survey Report, both initiated by the Academy of Contemporary China and World Studies (ACCAWS) in collaboration with Kantar Millward Brown over five consecutive years, show increasing recognition of the importance of China’s role in world economic and political affairs.
Reports also reflect international consumers’ positive experiences with Chinese tech brands, and their understanding of accomplishments such as China’s high-speed railway technology.
The result is that “Made in China” is gradually shifting to “Intelligently manufactured in China”.
The strengths consumers associate with a country are extended to the products and brands that originate there, and the same applies in reverse, creating a symbiotic relationship between a country
and its brands – the so-called “halo effect”.
Because of the outstanding performance of internet-based companies such as Alibaba, Huawei, and Xiaomi, as well as infrastructure construction enterprises like railway specialist CRRC and the State
Grid Corporation of China, the international community has been deeply impressed by China’s national image of a strong capability of technological innovation.
Golden opportunity
China’s rise to international political prominence, its cooperation and closer relationship with neighboring countries, and those further afield, as well as the shift in consumer views of China and its products, all give Chinese brands a unique opportunity to go global.
Yet there are significant challenges, not least the rise of trade protectionism in several major markets. This is undoubtedly dampening demand for Chinese- made goods in some markets at a time when international competition in many business sectors is becoming more intense.
The intensity of global competition is evident in the most recent BrandZTM Top 100 Most Valuable Global Brands ranking. This shows that even though Chinese brands are gaining ground, there are still only 14 in the Top 100,
Advice for new players
I suggest that Chinese businesses with global aspirations consider international brand-building as a process – one that runs in parallel with China’s development and modernization. I advise companies to focus on three key areas:
1. Take a comprehensive approach to building a brand. Consider that Chinese brands don’t just take a product or service overseas, but also their corporate culture and their world view. These attributes offer a powerful and potentially innovative narrative for global consumers.
2. Strengthen international brand publicity. Chinese brands must
fulfil their corporate social 11 responsibilities, properly handle relationships with governments,
local communities and consumers, and actively integrate themselves
into local markets through deep insights based on data-based evidence.
3. Develop cross-cultural communication skills. Localized operations in international markets should be a priority for Chinese companies. And they need to raise their awareness to let local people tackle local challenges and solve local problems. This includes using public relations to ensure that the brand communicates its mission and spirit in a way that resonates locally.
I hope that Chinese brands going global will create strong and positive support for Chinese people, allowing them to achieve their Chinese dream, and become a glittering business card for China itself.
A glittering ‘Business Card’ for Nation’s Image
China’s national image around the world has become both more prominent and more positive in recent years, providing a springboard for brands as they work to go global.
International consumers’ impressions of “Made in China” have shifted significantly. This is in part because of their positive experiences with key ambassadorial brands, but also as a result of changing perceptions as China’s role on the world stage improves.
China’s role in global affairs has been rising, and China’s image as a major global country is more significant and more outstanding.