文档介绍：Chapter 1
The Long March
“Made in China” lost its novelty long ago. The label has e ubiquitous in much of the world, affixed to shoes, toys, apparel and a host of other items produced for panies. What is a novelty, however, are China-made goods sold under Chinese brand names. Only a handful of Chinese firms so far have the money and the management expertise to establish international brands; most of the vast remainder are struggling to attain even national recognition. But the panies testing the waters overseas could be on the threshold of something big.
Some believe that individually, with the help of enterprising local management or eager multinational partners wanting to add new products to their stable, Chinese brands could e a global phenomenon within a decade, marketed on quality and exotic appeal, as well petitive pricing. Says Viveca Chan, Hong Kong based managing director at Grey China, an advertising agency: “If there’s one country in the world that has ample potential for taking brands global, it’s China.”
In the short term, the strongest promise is in Chinese medicine, herbs and specialty food, as well as goods that play to the romantic foreignness of China – whether in cosmetics, fashion or music. Says Kevin Tan, general manager for China of market-research firm Taylor Nelson Sofres in Shanghai: “There’s still a lot of mystique associated with China. If you’re taking something like cosmetics, which is image-driven…suddenly you’ve got a strong player.” Also making a bid to go global are a few trendsetting Chinese beverage and beer brands. Further down the road there is brand-potential for products such as home appliances that can offer quality at petitive price.
Some of these brands will eventually go abroad via joint ventures of mergers and acquisitions. For their foreign owners, the brands will provide speedier access to China’s consumer market and distribution channels, while at the same time serving plement the owners
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