Branding China

ABC78

ABC78

Junior Member
Chinese brands suffer from a mix of negatives from bad press, political activism, consumer navigational ignorance and etc. But their biggest struggles in branding and in a brand awareness world is all about status. Around the world buy a significant number of consumers are brand obsessed or brand status obsessed. Look for example Apple products, Jordans and Playstations people line up early in giant lines to be the first of the social network to have one of these things.

In China some people only buy foreign products for the social status ego trip for example the I phone. In the states people seem to forget if your buying a low end product you get what you pay for 50% of the time. Chinese brands are currently catering to that low end market and aiming to try and move into the higher end market space. Which is dominated Apple and Samsung these are well made and expensive phones all made in China by Chinese yet evade the negatives of being made in China.

[video=youtube;dEkOT3IngMQ]http://www.youtube.com/watch?v=dEkOT3IngMQ[/video]

Here's a review of a Hisense tablet which is well received it's only negative is it is not a well known brand.

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SampanViking

SampanViking

The Capitalist
Staff member
Super Moderator
VIP Professional
Registered Member
I think you can expect to see this situation start to reverse itself dramatically by the end of the decade and into the next.
If you have labour, you can make things, if you have Capital you can "Innovate" and create effective brands.

The story of China over the last thirty years has been the employment of its labour, using others Capital and to use this to develop know-how, expertise and to build Capital. We are now at the period where sufficient Know-how and expertise have been accrued and enough Capital of their own own, accumulated, to be able to put them together and create very effective presence in the Global Market.

One of the more recent and more risible arguments of the last decade is that the Chinese Education and Industrial System mitigates against Innovation. Its simply not true. Very few Individuals actually have any ability to innovate and these will find there way through, irrespective of the obstacles. If their own country is unable to provide the Industrial/Economic Infrastructure to support Innovation, then the Innovators will simply move.

In the West, the "Innovation" argument has been little more than a fig leaf to cover the embarrassment of Post Industrialisation. Very few extra real Innovators have been produced, simply an army of very irritating pretentious idiots, who are really clueless self publicists.

In China however, they have the ability to produce the same proportion of innovators as does anywhere else. The difference now is that China has the money to support them and there is a nation of skilled technicians and engineers to help them realise and deliver their projects, on time and on budget.
 
Kurt

Kurt

Junior Member
The Western perceptions are not that uninformed.
Food control is one of the issues of mistrust due to multiple incidents, including imports from China.
Observing work patterns, Germans at least are not convinced of Chinese effectiveness, Americans might have a different opinion. It's the old extensive versus intensive debate.
I worked myself in a Chinese lab and security standards were pretty shocking low. That might depend on the persons only not be a general characteristic.
 
H

hkbc

Junior Member
Kurt said:
The Western perceptions are not that uninformed.
Food control is one of the issues of mistrust due to multiple incidents, including imports from China.
Observing work patterns, Germans at least are not convinced of Chinese effectiveness, Americans might have a different opinion. It's the old extensive versus intensive debate.
I worked myself in a Chinese lab and security standards were pretty shocking low. That might depend on the persons only not be a general characteristic.
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Funny you should mention food control China just rejected a large shipment of corn from the US because it contained unapproved GM strains in it. What with horse meat been passed off as beef in Europe, its all a little pot calling kettles black! I suppose Branding might just be like the NSA and Cyber Espionage, one grand hypocrisy!

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Blackstone

Blackstone

Brigadier
hkbc said:
Funny you should mention food control China just rejected a large shipment of corn from the US because it contained unapproved GM strains in it. What with horse meat been passed off as beef in Europe, its all a little pot calling kettles black! I suppose Branding might just be like the NSA and Cyber Espionage, one grand hypocrisy!

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Click to expand...

China also banned shellfish from the US West Coast, supposedly for high levels of arsenic. But given the timing and the unusually broad embargo, it's possible the ban is more politics than reality.

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China has suspended imports of shellfish from the U.S. West Coast, cutting off one of the biggest export markets for Northwest companies and prompting fears of a months-long shutdown.

The Chinese government imposed the ban after discovering that recent shipments of geoduck clams from Northwest waters had high levels of arsenic and a toxin that causes paralytic shellfish poisoning, KUOW public radio reported (
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).

The Chinese government says the ban that started last week will continue indefinitely. Clams, oysters and all other two-shelled bivalves harvested off Washington, Oregon, Alaska and Northern California are affected.

"They've never done anything like that, where they would not allow shellfish from this entire area based on potentially two areas or maybe just one area. We don't really know yet," said Jerry Borchert of the Washington Department of Health told KUOW.

U.S. officials think the contaminated clams came from Washington or Alaska but are waiting for more details from China to help identify the exact source.

The National Oceanic and Atmospheric Administration will negotiate with the Chinese government on an agreement to reopen the shellfish trade. NOAA stopped issuing certification for shellfish exports last Friday.

The U.S. exported $68 million worth of geoduck clams last year — most of which came from Washington state's Puget Sound. Nearly 90 percent of those geoduck exports went to China.

"It's had an incredible impact," said George Hill, the geoduck harvest coordinator for Puget Sound's Suquamish Tribe. "A couple thousand divers out of work right now."

In the region, most geoduck farmers are based in Puget Sound, where about 5 million pounds of wild geoduck are caught each year.

Geoduck sell for $100 to $150 per pound in China. Although the clams are harvested year-round, demand peaks during the holiday season leading up to the Chinese celebration of the lunar new year, which falls on Jan. 31 in 2014.

Officials say the closure could last for months. While the industry awaits a resolution at the international level, it is adjusting to the new reality.

A spokesman for Taylor Shellfish, the largest shellfish supplier in Washington, said the company is considering other solutions.

"I was just talking to our geoduck manager and he's got two harvest crews and three beach crews essentially doing make-work," Bill Dewey said. "He's too nice a guy to lay them off during the holidays, but there's only so much you can be charitable about making work for people and eventually you're going to have to lay them off."
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B

B.I.B.

Captain
What's the most anyone has spent on a product of China?. I purchased a Haier mini fridge for $320 and I would have given it a higher score than a 5.5, if it hadn't gone kaput after 4yrs.
 
shen

shen

Senior Member
B.I.B. said:
What's the most anyone has spent on a product of China?. I purchased a Haier mini fridge for $320 and I would have given it a higher score than a 5.5, if it hadn't gone kaput after 4yrs.
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You get what you paid for. Many Western retailers like Walmart demand the lowest price products from Chinese manufacturers, of course you going to get inferior products. Many high end products are also made in China these days. The quality match the price.
 
B

B.I.B.

Captain
shen said:
You get what you paid for. Many Western retailers like Walmart demand the lowest price products from Chinese manufacturers, of course you going to get inferior products. Many high end products are also made in China these days. The quality match the price.
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Over here Haier products are verging on the mid range in prices and product quality and certainly aren't sold in the bargain basement discount stores where the products you make reference to sell for up to $100 less.
 
AssassinsMace

AssassinsMace

Lieutenant General
China is a big enough market on its own that it doesn't need a brand recognized in developed economies. Also it's a young and continually growing market which is very desirable. Mature/developed markets are saturated. Any begging fro consumers to buy is going to be the other way around. And remember when you look at Forbes richest Chinese list, very few of the companies these people run have any presence in foreign markets. Those that do aren't anywhere near being number one in those markets.
 
A

advill

Junior Member
While I agree that the Chinese Brands of Products are not well known at present, they are slowly becoming more apparent in International markets e.g. Lenovo (former IBM which was bought over by the Chinese), Haeir (domestic appliances) and a few others. It takes time to build brands e.g. the Japanese Brands "Mitsubishi", Honda, Canon etc. were not well known in the US or Western countries in the past, BUT with professional & planned marketing they made headways in global markets now. Also the Korean brands (not only the horsey guy singer Sy's & his Gang-nam style of dancing :) - the Hyundai cars, ships, Samsung Electronics etc.

I think I am qualified to comment as besides being a former mobilized (1960s) Naval Reserve Veteran, I am now a semi-retired Int'l Biz Consultant, & was an adjunct lecturer to off-campus Int'l Biz programs of Australian & UK Universities & Singapore Institutes up to 2011. I was also an adjunct visiting lecturer and Seminar leader to China's Sun-Yat Sen University at Guangzhou (Executive MBA Centre) & undergraduate IB courses of the University of Macau in the mid-2000. Already, then I found young and enthusiastic Chinese will to learn how to market brands for products China developed. Wait a few more years, & like the Japanese & South Koreans the Chinese brands will be a force in World markets. Why? China is willing to learn from the US & the West modern biz and int'l marketing techniques, like the other Confucianist countries in Asia. Hopefully we will see the peaceful rise of China in Biz and other areas - the dream of an Asia-Pacific 21st Century is still in the works; & with USA involvement in the TPP (Trans Pacific Partnerships), hopefully to be launched in 2014/15. I hope to write a book "SWOT de PESTS" for biz & entrepreneurs - i.e. matching biz to specific countries, inc. branding. I hope I will be able complete the book - God willing.



kwaigonegin said:
Everything else aside the BIGGEST problem with China in my own personal view is the issue of branding! I'm getting way OT here but I strongly believe this to be the case. While everyone in the world knows about China, the don't really know who or what China is about (right or wrong) thus the negative perception. The best way to promote oneself is in the from of branding. China is probably one of the few BIG countries that is not known for any sort of specific identifier.

True or not, the fact is most people identify with what's made or originate from a certain country and China severely lacks that. Wheater it's militaryly related or not the fact is no one can identify products or influence via china 'originated' products.

When someone thinks of McDonald's, Coca Cola, Pepsi, Boeing, Microsoft, Google, Starbucks, Apple etc they are inherently identifying with Americana. When people think of Toyota, Sony, PS3, Honda etc they think Japanese. Everyone knows who QE II (the queen not the carrier!) is but most folks on Earth couldn't tell the difference between Xi Jinping and Mao. Huawei, Sinopec etc are probably one of the biggest companies in the world that nobody has ever heard of but everyone has heard of Exxon, BP, shell etc.....When people think Ferrari, Lamborghini, Armani they think Italian. China has none of that and to me that is the BIGGEST obstacle China must overcome in the future to have some sort of branding that even the most remote tribes can identify with China. When you lack a 'brand' that perception is usually replaced with negativity because there is a void. It's human nature and it is a very powerful one also.

Perception is EVERYTHING!

Sorry for the OT but this issue of 'branding' or in China's case the lack thereof is why most folks have a negative perception of China and view China as a negative regardless of what she does and all her actions are prone to suspect.
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