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  3. The Long March A Long Way to Go for Chinese Entrepreneurs Prospects of a new direction "Made in China" los

The Long March A Long Way to Go for Chinese Entrepreneurs Prospects of a new direction "Made in China" los

admin2010-06-01  32
问题                         The Long March
              A Long Way to Go for Chinese Entrepreneurs
    Prospects of a new direction
    "Made in China" lost its novelty long ago. The label has become widespread in much of the world, affixed to shoes, toys, apparel and a host of other items produced for global companies. What is 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 remainders are struggling to get even national recognition. But the pioneering companies which have started exploring overseas market might be regarded as 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 become a global phenomenon within a decade, marketed on quality and foreign appeal, as well as competitive 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."
    Why going abroad?
    The concept of Chinese brands has been evolving through the 1990s, but is now getting greater attention at home. Although the domestic market is still robust, a handful of state-owned enterprises, or SOEs, including listed Chinese companies, are now looking to establish international brands because they believe the quality of both their products and their management has improved. Chinese joint ventures think their products can compete on quality with foreign brands anywhere, while enjoying the advantage of being perceived as exotic.
    Besides bringing in additional revenue, a global brand also burnishes a company’s image in China, stimulating sales among status-conscious domestic consumers. For example, state-owned soft-drinks maker Jianlibao has developed its overseas market in part to "establish a good image", which in turn enhances consumption at home, says Chief Executive Han Weixian.
    Difficulties on the way
    But building a brand takes time, money and marketing wisdom. Many Chinese brands have nudged into the international market on the back of competitive pricing and only a few have utilized other strategies. Jianlibao has highlighted its Asian appeal, presenting itself as the preferred sports-drink of China’s athletes. Others like Haier, one of China’s leading home-appliance producers, have pointedly avoided pricing strategy, competing instead on product quality and an efficient distribution and after-sales service.
    Of course, global sales don’t mean global brands, as Grey China’s Chan points out. And it’s still early days for Chinese companies. For a start, investment funds for brand promotion are hard to obtain, says Chu Liangjin, the Qingdao-based director of the overseas division of China’s Tsingtao Brewery. "No more than 5% of our total export sales can be reinvested in promoting our brand overseas," explains Chu, adding that Tsingtao is trying to persuade the foreign-currency authorities to change this standard practice for SOEs. With the government’s emphasis on preventing the outflow of foreign currency, the chances of the restrictions being lifted are small.
    Although targeted only at SOEs, the 5% limit is bound to hamper Chinese brands. Jianlibao, for example, has invested about ＄10 million to sell its brand in the U.S. market, but Li Jingwei, the company’s general manager, knows that’s just a drop in the bucket. He believes that to successfully generate brand recognition among Americans, the company needs to spend at least ＄50 million to ＄100 million on marketing. He has no doubt that consumers will like Jianlibao’s range of sports and soft drinks, but explains that "we need money to invest in promoting ourselves".
    Indeed, Jianlibao will need a great deal more money and years before it can be considered a serious player abroad. Although it has funded a host of promotional events, its marketing efforts pale in comparison with those of Coca-Cola.
    Short-term prospects
    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. Kevin Tan, general manager for China of market-research firm Taylor Nelson Sofres in Shanghai, says: "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 a competitive price.
    Some of these brands will eventually go abroad via joint ventures or 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 to complement the owners’ premium brands in global markets.
    Promising industries
    Specifically, one promising area for Chinese brands in the global market is goods of low-to-mid- technology. By some estimates, Chinese brands have roughly 90% of the domestic market for refrigerators and washing machines, 70%--80% of the market for air-conditioners and 60% for color televisions. "In many areas the quality of products has improved to the point where they are quite marketable," says Philip Day, a vice president at consulting firm A. T. Kearney in Hong Kong. "What we’re now seeing is Chinese companies getting their act together in terms of marketing."
    Another example might be cosmetics industry. In 1996, a New York-based cosmetics maker formed a venture in China with Yue-Sai Kan Cosmetics. Yue-Sai Kan is a household name and face in the country of her birth. Although technically owned by an American company, Yue-Sai Kan Cosmetics is considered one of China’s leading brands of color cosmetics.
    This blend of East and West may not catch all consumers, but a lot of smart people are betting it will be enough to help launch Chinese brands into global markets.
Jianlibao’s general manager said that to successfully generate ______ among Americans, the company had to invest ＄50 million to ＄100 million in marketing.
选项
答案brand recognition
解析 此处细节可以根据专有名词定位题目在文中的内容。这个题目涉及中国健力宝要成功进军美国市场，还需要花费更多的资金。brand recognition指品牌认可度。
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