Branding helps small players to pursue big global dreams

Exporters make tough switch from original equipment manufacturers to makers of recognized products, reports Xu Wei.

Even after 10 years, Wang Zuping still has fresh memories of how difficult it was to promote his products to customers in the Middle East.

"To them, the made-in-China labels meant poor quality. We went from one customer to another, and none of them wanted our products," said the chairman of Hangzhou Liangliang Electronic Lighting Co Ltd, who established his Dubai outlet in 2005.