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CONCLUSION (contd.)Weve outlined some key Remaking 'Made in China' (August 2012)


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CONCLUSION (contd.)Weve outlined some key strategies that Chinese brands might use to overcomethe roadblocks to expansion:• taking back “Made in China” rather than be constrained by the label;• competing at a world-class level, offering superior products;• leaning into national identity and turning “Chineseness” into an advantage;• tapping into the worldview of Millennials, a more open and globally connected generation;• driving innovation and leading categories;• riding on international coattails, aligning with popular global brands;• and becoming a leader in CSR.

Published in: Business, Technology