China Will Become the Next a Brand Superpower
- By Christina Xia
- Published 01/20/2012
- Business
- Unrated
Christina Xia
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U.S. leaders, the general view is that China is "manipulating" their currency. Only the Chinese allow their currency to appreciate, thus increasing their purchasing power, Chinese consumers will have more money to spend on imported goods. For a long time, we were told that Chinese consumers can do their duty to save the world economy is still stagnant, as long as their leaders agreed to say.
This rests on a false assumption. The assumption is that now China has become a manufacturing superpower, a superpower just want to continue to do manufacturing, import from Disney movies to the Americans, the investment fund high value-added products and services.
However, China's ambitions greater. China is working with the United States and Western Europe, post-industrial economies to pursue the same strategy, trying to move up the value chain and promote the ownership and management of their own brands, or, more generally, the development of service-driven rather than manufacturing-driven economy. China's goal is to become a brand superpower.
Beijing will spare no effort to ensure that Chinese brands appear. Compared with the United States and other countries to build the brand in China is a more obvious problem of economic nationalism.
Most Americans will work with the company brand and market linked, not with government officials and government together. Americans believe that the iPod became a household name is Apple's work, not the U.S. government's responsibility. However, in China, consumers want and purchase not only the "free market" and the result of individual choice. The choice of Chinese consumers continue to promote the Chinese Government the result of policy decisions, in particular, to encourage the rapid development of internationally competitive Chinese domestic brands the results of this decision.
China's reluctance to let its currency appreciate, this is not surprising. Limit the attractiveness of imported goods to people more difficult than before. After the establishment of the World Trade Organization's world, as in the past the Chinese government can not ensure customer loyalty. In the past, the Chinese government will ban
the import, for people to acquire the necessary foreign exchange to purchase imported goods to limit, or impose high tariffs, so that the price of foreign goods is prohibitively high.
Today, the Chinese policy makers are worried that foreign brands to better access to Chinese consumers, these consumers will choose these brands, so that China will always be trapped in low-end brand chain, engaged in heavy manual labor, receive low wages and did not enjoy the brand, "added value", that is, manufacturing costs and through marketing, distribution and retail difference between the value added. This strategy of encouraging China's economic development spending huge sums of state-owned enterprises and private enterprises to build brands to provide a reasonable excuse.
At present, the whole nation for their own concerns about the competitiveness of the brand, no matter how exaggerated the extent too. This may be related to the history of the United States in the Soviet launch of Sputnik in 1957 to win the space race after the eagerness is very similar. Chinese officials believe they must be used to buy foreign brands of Chinese consumers before the launch of a number of national brands, or acquisition of an international brand. And acquisitions to build the brand is considered the question of national economic security, of course, also about national pride. China wants to reflect its own international brands and first-class commercial success great power status.
Chinese consumers are caught in the middle, and frequently demonstrate great ambivalence domestic brands. For example, anti-Japanese protests in the past year, photographs showed that many protesters armed with mobile phones and cameras in Japan. That same year, China's largest private poll institutions have found that, despite widespread anti-Japanese sentiment and anti-Japanese protests, but almost half of those surveyed said they would buy Japanese cars.
But there is clear is that the Chinese leaders are vigorously promote their brands occupy the Chinese first, and then dominate the world. While consumers around the world may be pleased to congratulate China in the manufacture of a better mousetrap, search engines and the success of automobile engines, they may also remember that their choice of these things are not always completely free market in the manufacture of .
This rests on a false assumption. The assumption is that now China has become a manufacturing superpower, a superpower just want to continue to do manufacturing, import from Disney movies to the Americans, the investment fund high value-added products and services.
However, China's ambitions greater. China is working with the United States and Western Europe, post-industrial economies to pursue the same strategy, trying to move up the value chain and promote the ownership and management of their own brands, or, more generally, the development of service-driven rather than manufacturing-driven economy. China's goal is to become a brand superpower.
Beijing will spare no effort to ensure that Chinese brands appear. Compared with the United States and other countries to build the brand in China is a more obvious problem of economic nationalism.
Most Americans will work with the company brand and market linked, not with government officials and government together. Americans believe that the iPod became a household name is Apple's work, not the U.S. government's responsibility. However, in China, consumers want and purchase not only the "free market" and the result of individual choice. The choice of Chinese consumers continue to promote the Chinese Government the result of policy decisions, in particular, to encourage the rapid development of internationally competitive Chinese domestic brands the results of this decision.
China's reluctance to let its currency appreciate, this is not surprising. Limit the attractiveness of imported goods to people more difficult than before. After the establishment of the World Trade Organization's world, as in the past the Chinese government can not ensure customer loyalty. In the past, the Chinese government will ban
Today, the Chinese policy makers are worried that foreign brands to better access to Chinese consumers, these consumers will choose these brands, so that China will always be trapped in low-end brand chain, engaged in heavy manual labor, receive low wages and did not enjoy the brand, "added value", that is, manufacturing costs and through marketing, distribution and retail difference between the value added. This strategy of encouraging China's economic development spending huge sums of state-owned enterprises and private enterprises to build brands to provide a reasonable excuse.
At present, the whole nation for their own concerns about the competitiveness of the brand, no matter how exaggerated the extent too. This may be related to the history of the United States in the Soviet launch of Sputnik in 1957 to win the space race after the eagerness is very similar. Chinese officials believe they must be used to buy foreign brands of Chinese consumers before the launch of a number of national brands, or acquisition of an international brand. And acquisitions to build the brand is considered the question of national economic security, of course, also about national pride. China wants to reflect its own international brands and first-class commercial success great power status.
Chinese consumers are caught in the middle, and frequently demonstrate great ambivalence domestic brands. For example, anti-Japanese protests in the past year, photographs showed that many protesters armed with mobile phones and cameras in Japan. That same year, China's largest private poll institutions have found that, despite widespread anti-Japanese sentiment and anti-Japanese protests, but almost half of those surveyed said they would buy Japanese cars.
But there is clear is that the Chinese leaders are vigorously promote their brands occupy the Chinese first, and then dominate the world. While consumers around the world may be pleased to congratulate China in the manufacture of a better mousetrap, search engines and the success of automobile engines, they may also remember that their choice of these things are not always completely free market in the manufacture of .
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