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1、Chapter1TheLongMarch“MadeinChina”lostitsnoveltylongago.Thelabelhasbecomeubiquitousinmuchoftheworld,affixedtoshoes,toys,apparelandahostofotheritemsproducedforglobalcompanies.Whatisanovelty,however,areChina-madegoodssoldunderChinesebrandnames.OnlyahandfulofChinesefirmssofarhavethemoneyandthemanagement
2、expertisetoestablishinternationalbrands;mostofthevastremainderarestrugglingtoattainevennationalrecognition.Butthepioneeringcompaniestestingthewatersoverseascouldbeonthethresholdofsomethingbig.Somebelievethatindividually,withthehelpofenterprisinglocalmanagementoreagermultinationalpartnerswantingtoadd
3、newproductstotheirstable,Chinesebrandscouldbecomeaglobalphenomenonwithinadecade,marketedonqualityandexoticappeal,aswellascompetitivepricing.SaysVivecaChan,HongKongbasedmanagingdirectoratGreyChina,anadvertisingagency:“Ifthere’sonecountryintheworldthathasamplepotentialfortakingbrandsglobal,it’sChina.”
4、Intheshortterm,thestrongestpromiseisinChinesemedicine,herbsandspecialtyfood,aswellasgoodsthatplaytotheromanticforeignnessofChina–whetherincosmetics,fashionormusic.SaysKevinTan,generalmanagerforChinaofmarket-researchfirmTaylorNelsonSofresinShanghai:“There’sstillalotofmystiqueassociatedwithChina.Ifyou
5、’retakingsomethinglikecosmetics,whichisimage-driven…suddenlyyou’vegotastrongplayer.”AlsomakingabidtogoglobalareafewtrendsettingChinesebeverageandbeerbrands.Furtherdowntheroadthereisbrand-potentialforproductssuchashomeappliancesthatcanofferqualityatacompetitiveprice.Someofthesebrandswilleventuallygoa
6、broadviajointventuresofmergersandacquisitions.Fortheirforeignowners,thebrandswillprovidespeedieraccesstoChina’sconsumermarketanddistributionchannels,whileatthesametimeservingtocomplementtheowners’premiumbrandsinglobalmarkets.TheconceptofChinesebrandshasbeenevolvingthroughthe1990s,butismowgettinggrea
7、terattentionathome.Althoughthedomesticmarketisstillrobust,ahandfulofstate-ownedenterprises,orSOEs,includinglistedChinesecompanies,arenowlookingtoestablishinternationalbrandsbecausetheyreckonthequality
