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Strategies & Market Trends : China Warehouse- More Than Crockery -- Ignore unavailable to you. Want to Upgrade?

To: RealMuLan who wrote (251)	8/10/2003 10:23:37 PM
From: RealMuLan	Read Replies (1) \| Respond to of 6370

Branding China Despite massive domestic market, companies just want to go global By Julie Chao INTERNATIONAL STAFF Sunday, August 10, 2003 BEIJING -- From Motorola Inc. to Walt Disney Co., the world's multinational companies are racing toward the billion-plus consumers of China. But Chinese companies are headed the opposite way, striving to export their products to the United States and Europe and build global brands. In doing so, Legend Group Ltd., Haier Group Co., Yanjing Brewery Co. and others hope to transform China's image from the world's sweatshop to an economic powerhouse. "If you don't become a global brand, you're just a low-end product in the international market," Hao Jianxue, president of cell phone maker China Kejian Co., told the Yangcheng Evening News. Following in the footsteps of Japan and South Korea, once considered makers of cheap knockoffs but now home to respected brands such as Sony Corp. and Samsung Electronics Co., China wants to move up a few rungs in the global economy. The ambitions have been spurred partly by its entry in late 2001 into the World Trade Organization, which is set to bring down many of China's trade barriers and level the playing field for foreign companies. Some Chinese companies, having anticipated the day when they'd have to go head to head with the bigger and more experienced multinationals, have decided they need a global presence to compete at home and abroad. They've come a long way since the days of a planned economy, when the only goal of a state-owned enterprise was to keep churning out more cheap goods. Chris Walton, chief executive of MindShare China, an ad-buying and ad-planning agency, said his Chinese clients now outnumber multinational ones as they realize the importance of building brand equity. "Local Chinese companies are learning very, very quickly about how to do things on the global level of quality," he said. "The level of sophistication and knowledge of the concept of building brands has increased exponentially." statesman.com