Ever since the 1978 Open Door Policy, China has become the most capable and competitive Original Equipment Manufacturer (OEM) in the world. Yet in order for China to sustain long-term economic prosperity, it cannot stay a low cost manufacturing base forever. It has to move up the value chain to sell higher value-added products. Chinese corporations going abroad tend to fall into four categories: “National Champions,” “Dedicated Exporters,” “Competitive Networks” and “Technology Upstarts”.
This article looked into each category and explored ways advertising agenciesand communication professionals can do to bring Chinese brands to the international marketplace.
Published in 2013 BrandZ Top50 Most Valuable Chinese Brands
