Wake-up call to Chinese firms on power of brands

Chinese manufacturers who want to build Big Brands call us :) Lots of Chinese companies struggle with their branding activities. They don't get it yet. Again and again they refer themselves to this lack. Read it here.  Wake-up call to Chinese firms on power of brands. "Much has been said in recent years about the importance of brand value at various seminars and business forums. But the message has been slow to reach Chinese entrepreneurs, preoccupied as they are with quick and easy profit." ...."

Most Chinese entrepreneurs must have realized by now the importance of brand value. The question is, how many of them are willing to invest time and money to create value for their brands, when manufacturing under contract for foreign companies is so profitable.

"..."

In their relentless pursuit of short-term gains, they run the risk of missing the potentially bigger opportunities arising from the explosive growth of the domestic consumer market as a result of the rising income and expectations of the people, especially in the urban areas.

Retail experts have noted that in a maturing consumer market like China, branding counts more than in the US or Europe.

In China, the best known brands in a wide range of consumer products, including clothing, electronics, processed food, beverages and cosmetics, are mostly foreign-owned. Only, perhaps, in white goods, or consumer durables, can Chinese manufacturers claim some success in the branding game."
There are also other stories of Brand Glory. Read here the story of Zhou, founder and chairwoman of Neoglory Group (they have China's largest production capacity for costume jewelry : "Like most business people in Yiwu, I used to focus on how to attain a
greater volume in sales. But now I care more about how to build Neoglory into a well-known, lasting
brand"