Global Brand Images & Chinese Best Practices

                 Global Brand Images & Chinese Best Practices

The 2013 Global Brand Summit and Chinese Best Global Brands Awards Ceremony

PR Newswire

NEW YORK, July 31, 2013

NEW YORK, July 31, 2013 /PRNewswire/ -- On July 17, 2013, the opening of the
Global Brand Summit and China's Best Global Brands Awards Ceremony, which was
jointly organized by China's leading financial newspaper The 21st Century
Business Herald and the China Brand Research Center of Zhongshan University,
under the guidance of the Shenzhen International Chamber of Commerce, took
place at the Westin Hotel, Nanshan Zone, Shenzhen, Guangdong Province. The
Summit developed into several in-depth discussions on own-brand value growth
under global capital operations, China brand image overseas building, Chinese
food enterprises' internationalization, and China brand globalization
resources expansion, among other topics. In the meantime, Shenzhen CCPIT,
Shenzhen Association for Brand Promotion, and PR Newswire actively got
involved with full support.

(Photo: http://photos.prnewswire.com/prnh/20130731/CN56152 )

Zhile Wang, a researcher at CAITEC and director of NATC, and Chuyang Wang, a
commercial consul at the Australian Consulate General in Guangzhou, along with
corporate executives from GEELY, SHUANGHUI, TCL, FOSUN and more, and scholars
from the University of Manitoba, Copenhagen University, Tsinghua University,
and Zhongshan University, debated the topic of "From Participating to Leading:
Global Brand Images and Chinese Best Practices". All discussions went through
keynote speeches and special dialogues, ending up with thorough analysis.

"What we hope to see is that Chinese enterprises will be able to accommodate
and absorb global talents; what we want to feel is that Chinese enterprises
manage to make progress in international administration; and moreover, what we
desire to witness is that Chinese enterprises finally achieve resources
coordination and integration," said Dongyang Chen, CEO of Guangdong 21st
Century Media Co. Ltd.

Nowadays, with global economy struggling and advanced economies fluctuating,
it is essential for Chinese enterprises "going out" to figure out how to
transform "production" and "capital" advantages into "brand" core competences,
which relates to whether Chinese enterprises can seize the strategic position
within the world's industrial chain, whether the Chinese economy can
successfully achieve the transformation and upgrading with steady growth, and
also tests Chinese enterprises' balancing arts between development and
transformation.

Adapting to economic opportunities, strengthening Chinese global brands

"One big challenge that Chinese enterprises will face is whether they can
shift from inward globalization to outward globalization. Namely, they must
step out into the world. Only after fulfilling this goal can Chinese
enterprises' value chain be transformed and upgraded, thus becoming bigger,
stronger and longer. Meanwhile, they need to free themselves from ideological
shackles, broadening visions and industrial thoughts from national to global,"
Zhile Wang said. "If any enterprises break away from concepts of state,
region, ethnicity, religion or language in culture construction, they ensure
the initiative in global competition. Since every enterprise owns its special
culture, the corporate culture recognized and accepted universally forms only
if enterprises respect, tolerate, understand and learn from each other."

"Story-telling" China brands entering the world

Haizhong Wang, a professor, leading specialist and director of the China Brand
Center at Zhongshan University, believes that Chinese enterprises should tell
their stories to the world, which on one hand requires showing shortages,
especially in resources, and on the other hand displays strength and tenacity.
"A combination of innovative and entrepreneurial spirit describes the
advantage of Chinese enterprises. It asks for perceptual stories instead of
pure data or official news." Markets, consumers, governments and media
overseas all can be attached to these stories, which also help to deal with
complications. Notably, establishing brand growth archives facilitates true
facts recording and live experience for customers and stakeholders.

Single car brand with production of less than 2 million facing difficulties
adapting to future competition

"The car industry has very strong brand-bearing capacity. At present, car
enterprises establish their brands while globally allocating resources and
obtaining talents, channels and markets. Since the car industry has created an
economy of scale, it is difficult for a single car brand with production
levels of less than 2 million units to survive future competition. Therefore,
we must adhere to the road of globalization to make the car industry much
bigger and stronger. It includes producing, selling, serving and branding
overseas, through processes of which local demands must be taken into
consideration, and adaptive transformation needs to be done," said Xueliang
Yang, PR and Brand Director of Geely Holding Group.

As for how to realize globalization, Xueliang Yang recommends high quality
production, market segmentation and local partnerships. For instance, Geely
set up a joint venture plant in Egypt that might be able to sell 3 million
cars this year. However, China and other developing countries make up the main
market of Geely. It still needs improving technologies and products to enter
the market of developed counties.

China food brands require national policy support: Shuanghui executives face
current food industry situations for the first time

"First of all, product quality and food safety controls must be addressed if
the food business is to 'go out.' Then it can make full use of scale effects,
attract more customers with high-qualified products, and thus increase market
share gradually," said Jintao Liu, spokesman for Shuanghui Goup and president
assistant of Shuanghui Investment and Development Co. Ltd. "China's food
industry is labor-intensive and lacks reference on brand's international image
building. Consequently, national policies should be introduced to promote
China's food business, through cultivating and inspiring big-sized food
enterprises to step out from behind the national border and get involved in
global market competition." He also pointed out that the changing food
industry situation proceeds with three aspects: fair news supervision, proper
response to media reports, and full use of media platforms at home and abroad.

Brand experience power construction becoming enterprises' priority

"When it comes to building brand experience power, we should pay attention to
the five senses, which means seeing, hearing, touching, smelling, and finally
forming word-of-mouth effects," stated by Qichun Liang, assistant present of
TCL Corporation and manager of the band management center. "Brands have to be
tangible to enable consumers to feel every aspect of changes on them.
Especially, when brands contact with consumers, it creates resonance as where
they are and where they go." He testified his speech with the experience of
fourth quarter of TCL 2013 "The Colorful Life" brand experience building.

Only 9 companies qualifying as real international enterprises all over the
world

Ping Li, a tenured professor and doctoral tutor at the Copenhagen Business
School, thought that every single company that has been globalized could find
it difficult to develop their business in countries of differing developmental
level while doing quite better in their respective motherlands. For example,
it may be easy for China to enter the African and Southeast Asian markets;
however, the biggest challenges are the European and American markets. By
contrast, developed countries find their way all through the European and
American markets while stuck in developing countries. Obviously, there is a
huge gap between them. As for an authentic international enterprise, reaching
more than 20% market share in the three most developed districts of the world
is a basic requirement. Accordingly, Only 9 companies across the globe can
qualify as real international enterprises.

How to establish images overseas for Chinese enterprises?

Except for enterprise strength, there are operating and managing attractions,
culture values, social responsibilities, appealing forces and Chinese culture
specialties for Chinese enterprises to go out and develop in the globe. In
addition, professionals who will take care of brands' technical processing
such as communicating with media and dealing with brand crisis are also needed
when enterprises enter the global market. Each participant in this summit
reached a consensus on the above statements.

At the end of this summit, the "Best Global Brands in China" winner's list was
announced, including eight companies: Fosun Group, Geely Automobile, Tsingtao
Brewery, Bank of China, Baidu, China International Marine Containers Group,
TCL and Midea. More and more enterprises in China have developed their markets
overseas, from manufacturing to high technology, services and capital. They
successfully exhibit the charm of Chinese brands to global consumers. Relying
on operating and managing attractions, culture values, social
responsibilities, and appealing forces, with Chinese culture specialties
added, China brands have already earned their places in the world market.
Gradually, they will not stop growing and developing.

Appendix:

"Best Global Brands in China" Award Lists

1.Fosun Group (Fosun Group)
2.Geely Automobile (Zhejiang Geely Holding Group Co., LTD.)
3.Tsingtao Brewery (Tsingtao Brewery Co., LTD.)
4.Bank of China (Bank of China Co.,Ltd.)
5.Baidu (Baidu)
6.CIMC (China International Marine Containers Group Ltd.)
7.Midea (Midea Group)
8.TCL (TCL Corporation)

About Global Brand Summit

The Global Brand Summit was jointly launched by The 21st Century Business
Herald and the China Brand Research Center at Zhongshan University. Its main
jobs are to refine best experience, to summarize and sublimate unique modes,
and to gain insight into future trends of Chinese brands creating world-famous
brands. Overall, this summit's mission aims at boosting a large number of
world-renowned Chinese brands.

For more details, please log on to our official websites:

Events Official Website: http://mkt.21cbh.com/gbs
Hexun Financial Issues: http://news.hexun.com/2013/qqppfh/

SOURCE 21st Century Business Herald

Website: http://mkt.21cbh.com/gbs
Website: http://news.hexun.com/2013/qqppfh/
Contact: Zane Zhao, +86-21-6426-5560, zhaochen@21cbh.com
 
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