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China is often referred to as the “world’s factory”, nearly 90 percent of China’s manufactured and exported goods are not indigenous brands. Take the domestic market as an example, notable high-end products from cars to coetics he for long been dominated by brands from developed markets.
In order to tranorm China from a world factory into a world manufacturing power, the State Council, or the cabinet, unveiled the “Made in China 2025” plan in May, 2015. Analysts said the plan will provide opportunities for Chinese companies to strengthen brand building.
In the past, Chinese companies managed to eke out a living by taking advantage of low labor costs and cheap resources to engage in low-end manufacturing of products such as garments, toys, and shoes. Scarcely he companies earned a global reputation for premium quality or taste.
With the government’s efforts to accelerate industrial upgrades, restructure the economic growth pattern and encourage innovation in the new century, things are gradually beginning to change.
DJI is one of the many emerging Chinese companies refuting the long-existing image - cheap and lowquality- of Chinese products. When Chinese technology firm DJI was founded in 2006, the idea of civilian drones was far beyond the grasp of ordinary consum- ers. In less than 10 years, the Shenzhen-based company is now a leading manufacturer of commercial and recreational drones for aerial photography and videography. Its products currently account for almost 70 percent of the market share worldwide, with Europe and North America its biggest customers.
China’s ZTE, a provider of telecom equipment and network solutions, ranks the fourth-largest artphone manufacturer in the United States and the secondlargest in the off-contract market, while Chinese herbal coetic maker Herborist has established a name in Paris, providing Chinese-style coetics and SPA services to customers.
In recent years, Chinese Internet companies such as Alibaba, Baidu and Tencent he also gained global stardom.
The biggest challenge to the internationalization of Chinese products is a negative existing perception of Made-in-China. To change such an impression, Chinese companies must establish brands.
According to the BrandZ rankings provided by Millward Brown in January, the total value of China’s 100 most valuable brands topped 460 billion U.S. dollars in 2015, which grew 59 percent since the ranking was launched in2011. The growth rate was faster than the 41-percent increase registered for the BrandZ Top 100 most valuable global brands.
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