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Chapter 1 Made in China lost its novelty long ago. The label has become ubiquitous in much of the world, affixed to shoes, toys, apparel and a host of other items produced for global companies. What is a 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 remainder are struggling to attain even national recognition. But the pioneering companies testing the waters overseas could be on the threshold of something big. “中国制造”这个标记很久以前就不新鲜了，它贴在鞋子上、玩具上、服装上，以及为跨国 公司制造的其他商品上，世界各地到处可见。现在真正新鲜的是以中国品牌出售的中国制造 的商品。目前中国只有为数不多的几家公司拥有足够的财力和管理知识来打造国际名牌；其 余的绝大多数公司还在为在国内获得知名度而努力奋斗着。但是正在海外市场上试水的各大 先锋公司，很有可能把事情做大。 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 exotic appeal, as well as competitive pricing. Says Viveca Chan, Hong Kong based managing director at Grey China, an advertising agency: If theres one country in the world that has ample potential for taking brands global, its China. 一些人认为，在创业精神饱满的本地管理层的协助下，或者在一些想在其产品系列里添加新 产品的外国公司的协助下，中国商品在极具竞争力的价格的基础上，若把卖点放在产品质量 和异国情调上，那末 10 年之内，中国品牌将一个一个地走向全球。总部在香港的广告公司 中国精信的执行董事陈一木丹说：“如果世界上只有一个国 家具备创立全球品牌的潜力，那么这个国家就是中国。” 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. Says Kevin Tan, general manager for China of market-research firm Taylor Nelson Sofres in Shanghai: Theres still a lot of mystique associated with China. If youre taking something like cosmetics, which is image-driven ... suddenly youve got a strong player. Also making a bid to go global are a few trend setting Chinese beverage and beer brands. Further down the