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MADE BETTER While many of the brands in this Trend Briefing have only relatively recently made waves, there are of course plenty of established Chinese IN CHINA FOR brands already operating comfortably on a global scale: A WHILE NOW Li Ning: Straight Out of New China Haier: Brain Wave TV Sportswear brand Li Ning launched its US retail In January 2012, Chinese consumer electronics site in March 2012, heavily branded with the giant Haier demonstrated their ‘Brain Wave TV’, slogan ‘Straight Out of New China’ and featuring a which allows users to control the action on their number of high-profile endorsements. A promotion TV sets using their minds. The experimental at the end of the month for special-edition ‘Year of technology was showcased alongside consumer- the Dragon’ shoes caused the site to crash due to ready innovations such as 3D TVs with 2D to 3D demand. conversion.w w w. t r e n d w a t c h i n g . c o m made better in china 25