August 13, 2012
August trend report examines emergence of Chinese brands on global stage
China is the globe’s most populous country and its second biggest economy (one that’s forecast to move ahead of the U.S. in another 15 years). But though China has birthed more than a few corporations that are global heavyweights, its brands haven’t yet made a notable impact on the global consumer market. Our August trend report, “Remaking ‘Made in China’,” explores how China’s leading crop of brands are chipping away at some of the key factors standing in the way of global success.
China is actively seeking to export more than just the rest of the world’s manufactured goods. But before the country can develop a cohort of strong brands, its marketers will have to remake what “Made in China” means to consumers. Researched on the ground in Shanghai, our report details the external and internal factors hindering the efforts of Chinese brands to take root in developed markets. It also examines some of the strategies that prominent brands, from Lenovo and Li-Ning to Haier and Huawei, are deploying to knock down these roadblocks to expansion.
The report is the result of research conducted by JWTIntelligence throughout the year. Specifically for this report, we surveyed 503 Americans and 503 Britons aged 18-plus using SONAR™, JWT’s proprietary online tool, to assess how they feel about China and the products and brands coming out of the country. Our survey found that consumers are carrying over their negative perceptions of Chinese-made onto Chinese-branded but that they also have positive perceptions of China, especially around its heritage and people.
To download the report, click here.