Local brands international routing.docVIP

 PAGE \* MERGEFORMAT 11 Local brands international routing Those who enter the international market, companies are changing the ‘Made in China’ connotations. In the international strategy, the brand internationalization of domestic enterprises are not in the past the threshold of the children around. In today’s increasingly globalized, ‘Made in China’ should not only be affordable and quality synonymous with rough and should not be low-cost labor gathering ‘sweatshop’ symbol. International brands what is it? Realistic to say that for Chinese domestic enterprises, nothing more than to find one in the international market to increase its own image of product value, product or that product, a change in brands are most likely to double the value. In fact, we are being surrounded by all kinds of international brand with, they represent a unified quality, globalization of services and continuous technological innovation. In a sense, the brand is a commitment to the value of the goods. In today’s increasingly globalized domestic enterprises, international brand is an urgent need to shape things. At present many companies are trial and error, hoping to find a more effective for their businesses path. Brand Internationalization of the three kinds of paths Following the acquisition of German white brand Schneider (Schneider), after, TCL Group, has indirectly acquired the U.S. Govedio company. TCL plans to use in the European market, Schneider brands in the U.S. market, will be used Govedio brand to sell. TCL with its own brand and the recent acquisitions Leroy brand, TCL’s already have TCL, Leroy, Schneider, and Govedio four brands. TCL’s brand strategy is very clear, that in the domestic and international markets for different marketing areas, a hierarchy of different consumers active in multi-brand marketing strategy. ‘Schneider’ is Germany’s long history and a very powerful brand, coincides with the company goes into liquidation due to financial problems, TCL will s