打造中国品牌

如今中国品牌正在成为世界级的全球品牌。

随着中国在不到十年的时间内逐渐成为世界第一大经济强国，其本土品牌也在全球市场上取得了令人瞩目的表现。如今，世界百强品牌中有许多来自中国。其中包括排名靠前的中国移动、中国工商银行、百度和中国人寿。

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 break for entrepreneurs and thought leaders in China who wish to generate global respect for the competitiveness of Chinese brands.

缺乏意识

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.

消除负面看法

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.

未来重大机遇

面对这样的困境，中国如何才能打造出强大的全球品牌，不仅赢得业内人士的尊重，而且赢得日益互联的全球消费者的尊重？显然，聪明而有远见的中国企业希望摆脱低标准刻板印象，在产品质量和客户满意度方面与更强大的竞争对手正面竞争，甚至超越他们。毕竟，不少中国品牌已经在业绩、运营规模和收入方面超越西方同行。

与 HTC、宏碁、华硕等许多台湾巨头类似，中国相当一部分业绩优异的公司，都是作为成本高效的 OEM 厂商，为西方大品牌代工生产的。

战略和研究是关键

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.