중국 브랜드 구축

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

중국이 10년도 채 안 되어 세계 최고의 경제 대국이 되는 데 가까워짐에 따라 중국의 자체 브랜드도 글로벌 시장에서 인상적인 성과를 거두고 있습니다. 현재 세계 100대 브랜드 중 다수가 중국에 기반을 두고 있습니다. 여기에는 순위가 높은 차이나 모바일(China Mobile), 중국공상은행, 바이두(Baidu), 차이나생명보험(China Life Insurance)이 포함됩니다.

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.

인식이 부족하다

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.

부정적인 인식에 맞서기

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.

앞으로의 주요 기회

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.

전략과 연구가 핵심입니다

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.