Construire des marques chinoises

Today Chinese brands are becoming world-class, global brands.

Alors que la Chine se rapproche de son objectif de devenir la première puissance économique mondiale en moins d'une décennie, ses marques locales réalisent également des performances impressionnantes sur le marché mondial. Aujourd’hui, bon nombre des 100 plus grandes marques mondiales sont basées en Chine. Il s'agit notamment de China Mobile, qui jouit d'un classement élevé, de la Banque industrielle et commerciale de Chine, de Baidu et de China Life Insurance.

Given the lingering consumer impression that Chinese-manufactured goods are substandard, the rise of Chinese brands (that now comprise more than 10 percent of the very elite)  is a solid boost for entrepreneurs and thought leaders in China who wish to generate global respect for the competitiveness of Chinese brands.

La sensibilisation fait défaut

However, respect among global analysts is one thing. Global recognition–the kind that allows a farm hand in Tunisia to positively resonate with a Coca Cola billboard–is another.  There’s a telling absence of Chinese trademarks.

Contrer les perceptions négatives

Well-capitalized Chinese companies are emerging in the B2B market, resulting to less than sterling engagements with the consumer sector. This, plus the well-publicized product recalls involving consumer brands (toxic toys, foods, and personal care products) create a bottleneck that prevents the full acceptance of and admiration for Chinese brands among consumers around the world. A recent survey, in fact, indicated that close to 70% of respondents believe that the  “Made in China” label delivers a negative impact on brands.

Principales opportunités à venir

Given this dilemma, how can China build strong global brands that command respect not only among industry insiders but also among the world’s increasingly connected consumers? Clearly, smart and forward-looking businesses in China want to break free of the substandard stereotype and squarely compete–even outperform–their more entrenched competitors in terms of product quality and customer satisfaction. After all, not a few Chinese brands have already surpassed their Western counterparts in terms of performance, operational scale, and revenues.

Similar to many Taiwanese powerhouses such as HTC, Acer, and Asus, quite a number of performing companies in China have roots as cost-efficient OEM’s contracted by big Western brands.

La stratégie et la recherche sont essentielles

Fortunately, many Chinese companies have already breached this hurdle using remarkably astute branding tactics that may well work for the rest of the flock. Among the high premium Chinese brands that are making great strides in the global arena are Lenovo, Huawei, Metersbonwe, Chery and Haier.  These companies have already secured footholds in several countries and are in the process of building worldwide awareness for their brands’ quality and reliability.