To avoid price wars, firms move to offer differentiated brands abroad

Outbound investment | Lyndon Q. Cao

While flashy TV commercials about Chinese brands are impossible to find outside China, the drumbeat exhorting Chinese companies to go global has been heard around the world for a long time.

In developing markets, Chinese brands such as Lenovo, ZTE, Huawei, Haier, Yutong Bus and Great Wall Motors are gaining traction and posing a direct threat to Western incumbents. In developed markets, a steady stream of Chinese brands is flowing onto the shelves of Costcos, Walmarts and other stores.