CHINESE BRANDS LEARN HOW TO PLAY MARKET

Awareness just as valuable as products for consumers

Su Lei still remembers his frustration as he tried to sell medical devices from Chinese manufacturer Mindray to hospitals in the United Kingdom a decade ago.

"I was out the door in five minutes. I didn't have much to say except that our products were good and were cheap. When they asked if we had existing UK customers, I didn't really have much to add," said Su, general manager of Mindray UK.