www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

   

Chinese firms work on their international brand image

(China Daily)
Updated: 2006-11-03 20:59

This Tuesday was a dark day for Li Dongsheng and his company TCL Group. Its flagship TV arm TCL Multimedia Holdings Ltd said it would cut staff and trim its operations in Europe, as it struggled to build TCL into a global brand.

Related readings:
TCL to close European operations

TCL reports losses of 738 mln yuan
TCL reports losses totaling
US$140m


TCL to buy-out partner Alcatel

China's TCL Corp. reports 57 percent drop in 2004 net profit
 

When the TV maker formed a joint venture with French video-technology group Thomson two years ago, one of TCL's goals was to expand its presence in Europe and North America through the brand influence of Thomson.

But in the first nine months its European business had already brought US$202 million in net losses.

That will not dampen Li's enthusiasm to make his brand known to the world. Nor will it prevent other Chinese companies from seeking global prominence for their brands.

The brand value of one Chinese firm, China Mobile, is already big enough to place it on consultancy firm Interbrand's global top 100 list.

"Chinese companies could catch up very fast in brand-building," said Jez Frampton, chief executive of Interbrand, at the BusinessWeek CEO Forum yesterday in Beijing.

There are parallels to be found between today's China and Japan 50 years ago in terms of aspirations, strategies and moves to build globally known brands.

Although Chinese products and services are often associated with words like "cheap" and "low quality," many have now gone beyond that level.

China is the world's largest manufacturing base of computers due to the low cost of labour. But Lenovo now has products and brands on a par with those of HP, Acer and Dell after 21 years of technological development, the acquisition of IBM's PC unit and the rights to the Think brands.

Many Chinese firms, poised to move onto the global stage for a bigger market and higher profit margins having already achieved success in China, are also determined to build their own brands.

And learning from the experience of successful companies is a major step in their strategies to build brands.

Neusoft, the biggest Chinese technology services outsourcing firm, started 15 years ago from a joint venture with Japanese partner Alpine.

It had no budget for brand-building and now has a corporate brand and cultural centre to establish brand images inside and outside the company.

It hired Interbrand in 2005 to formulate a branding strategy and changed its company logo to "Beyond Technology," trying to depict itself as a global service provider.

"I do believe the use of professional consulting firms to help make your brand strategy is very important," said Liu Jiren, chairman and CEO of Neusoft.

Samsung, a brand-building model for many Chinese firms, stresses the importance of sports marketing to take brands further afield.

The Olympic Program (TOP), the International Olympic Committee's top sports sponsorship programme since 1998, has been a key factor in Samsung's success.

In 2004, Lenovo became a TOP partner of the Olympic Games. Its brand was seen by millions of people at the Turin Winter Olympics this year and will be seen by billions more in 2008 on its home turf in Beijing.

Leveraging the existing influence of established brands is considered a shortcut for companies in China to expand into the global arena.

In the past three years, electronics maker TCL formed a joint venture with Thomson. Lenovo acquired IBM's PC business. Haier and CNOOC tried to acquire MayTag and Unocal. All of these moves have helped expose Chinese companies to the world.

And innovation, which often goes hand-in-hand with brand image, has become vital for Chinese companies.

China Mobile, with a brand value of US$3.55 billion according to Interbrand and the 85th most valued brand in the world, has been a leader in the use of data services among mobile operators.

It has about 300 million subscribers slightly more than the population of the United States and these people send 1 billion text messages per day.

Working with Google, the world's biggest mobile carrier in terms of subscribers and market capitalization will also launch new services like a mobile search.

But there are still many potential pitfalls for this newcomer to the global stage.

Many Chinese companies focus on the tangible aspects of brand-building.

They spend a lot of money on ads in the global media, print new name cards with new logos and give out gifts with their new logos at exhibitions.

"You need to have a promise in the brand to your customers," said Gerard Kleisterlee, chairman and CEO of Royal Philips Electronics, whose brand value has risen by more than 50 per cent since it began repositioning in 2004.

Chinese companies still need to follow global changes closely.

With the popularity of the Internet, blogs and Wikipedia, communication has become a person-to-person process, rather than the old model between mass media and the public.

Frampton said that this change means some control in branding has shifted to the hands of consumers and failure to recognize this trend could be dangerous.

While blogs have become an important vehicle for circulating brand image, Chinese companies still prefer TV channels, newspapers, and Internet portals.



Top China News  
Today's Top News  
Most Commented/Read Stories in 48 Hours
主站蜘蛛池模板: 思思久热re6这里有精品 | 特级做a爰片毛片免费看一区 | 国产视频一区二区三区四区 | 三级网站在线免费观看 | 欧美特级午夜一区二区三区 | 男女乱淫真视频免费一级毛片 | 国产成 人 综合 亚洲绿色 | 日韩欧美精品在线观看 | 三级黄色片网址 | 国产舐足视频在线观看 | 国产一区精品 | 欧美日韩亚洲一区二区三区 | 日韩精品一区二区三区毛片 | 日本人在线看片 | 中文字幕在线免费观看 | 一本一道久久 | 免费特黄一级欧美大片 | 美女和男人免费网站视频 | 99视频在线永久免费观看 | 成人国产在线不卡视频 | 一级特色黄大片 | 在线观看精品国产 | 亚洲一区二区视频 | 一区中文字幕 | 伊人不卡 | 日韩欧美高清在线 | 日本精品久久久久久久 | 在线看片日本 | 91久久线看在观草草青青 | 性一级片| 猛操美女| 91精品国产手机在线版 | 黄色影院在线 | 国产高清天干天天视频 | 成人国产一区二区三区 | 久草视频资源 | 在线国产观看 | 日本人视频网站一 | 怡红院在线a男人的天堂 | 日韩美女专区中文字幕 | 美女黄色在线看 |