China's Brands Big Winners

Author: Phoebe Gilmour
Publisher:
Publish Date: 2002-01-01
Features: The differences between foreign enterprises, especially large multinational companies, and Chinese domestic enterprises are not only reflected in higher quality, performance, variety, style, and technological content, but more importantly, they place great emphasis on the establishment and management of corporate image and brand. China has joined the World Trade Organization. On one hand, the entry of international big brands has intensified competition among various domestic products; on the other hand, for Chinese enterprises to go global and let their products stand the test of the international market, building a unique brand image has become crucial. China's Brand Superstars is the latest work by renowned American brand strategist Phoebe Gilmour. The main idea of the book is to carefully select and tell the stories of the best performers in various industries, much like a delicious Nordic appetizer. Although none of the cases presented depict a perfect world, some of the companies featured have far outperformed others in profitability, earning an undeniable position in the Chinese market. Some operate with greater transparency, some demonstrate stronger social responsibility, and others show more creativity. The insights gained from reading the book ultimately require readers to summarize them based on their own situations, as the most meaningful things often lie beyond words. The timing of the book's publication coincides with China's entry into the World Trade Organization. Joining the WTO means Chinese enterprises will no longer face geographical barriers, and future dynamics in the global economy and capital markets will all impact them. Brand building will undoubtedly drive the growth of Chinese enterprises and mitigate the negative effects of global economic changes. Since brands inherently seek market attention, they must be even more customer-focused to survive. Many of the companies featured in the book have financial statements available, and some have received support from major shareholders, governments, and red-chip companies. Some have also decided to expand into international markets, with some choosing to develop in other developing countries, while others, like Haier and Beijing Yanjing Beer Group, have ventured into the highly competitive U.S. market. As Haier puts it, "We must become wolves; if we choose to be sheep, there is only one outcome—being eaten by wolves." Regardless, striving to become a dominant domestic brand is the prevailing thought among many companies today. Without a doubt, a brand is a wealth undergoing refinement and continuously growing in value. Both authors of this book are top experts in corporate brand strategy, having closely followed the brand growth journey of Chinese enterprises since the country's reform and opening-up. They have dedicated significant time and effort to delve deep into the operations of Chinese domestic enterprises, conducting detailed interviews, research, and examinations of the brand-building efforts of elite Chinese companies. With expert insight, they analyze and summarize the various systems these companies have explored and established, revealing the strategies and secrets behind the success of top-tier domestic brands. The authors thoroughly dissect the challenges Chinese enterprises face in brand management, transformation, and operations during their growth, including conflicts between enterprise development and brand expansion, building consumer loyalty, fostering employees' conscious brand awareness, the challenges faced by domestic brands in the market after China's WTO entry, and how local brands can go global. Throughout the book, readers will find unique, insightful, and creative perspectives. "A stone from a distant mountain can polish jade," and it is believed that all Chinese enterprises can draw nourishment and methods from the successful case studies in this book to carry out reforms and innovations that benefit them, achieving breakthroughs and success for their top-tier domestic brands.