From the Made in China to Created in China - how the Chinese brands to go abroad.docVIP

 PAGE \* MERGEFORMAT 7 From the ‘Made in China’ to ‘Created in China’ - how the Chinese brands to go abroad As more and more of the ‘Made in China’ products to the world, we also found that ‘Created in China’ the meaning seems sorely lacking, how can Chinese enterprises from ‘Made in China’ into ‘Created in China’ do? On this issue, ‘China Joint Business News’ reporter interviewed a well-known branding expert, Beijing calmly strategy management consulting firm, Mr. Lu Qiang, general manager. Reporter: ‘Made in China’ how to ‘Created in China’ the main obstacle to what is it? Lu Qiang: The main obstacle is the brand. When the enterprises to enter an unfamiliar market, the brand becomes more important. The mainstream market in Europe and the United States, there are already several well-known brands carve up the market, when consumers generally are not willing to buy unknown brands, especially when these products come from a lack of ‘national brand’ of the country or region. Reporter: What is the national brand, the state is how to generate, and can play what role? Lu Qiang: Some countries or regions of the enterprises through long-term efforts in some areas to form a very high reputation, for example, ‘Germany’, ‘German technology’ means that superior technology, reliable performance, the perfect process ; Italian shoes, Swiss watches in the international market have a high appeal; so long as a watch manufactured in Switzerland, even if manufacturers do not understand this situation, consumers will believe in its quality, that it must be brand, we are willing to pay high prices, this is the national brand power. In the brand’s influence, in addition to national brand, as well as regional brands. For example, because of the reputation Maotai, all liquor as long as Moutai, the town of Gua Shanggou Maotai, it will worth double; Shaoxing rice wine, Shaoxing glutinous rice balls, Lanzhou noodles are also in the country’s reputation a long history. Therefore, i