Global traction key to branding success of firms

Awareness, differentiation can help Chinese enterprises gain recognition

While some traditional brands are striving to shine on the international stage after achieving acceptance in the domestic market, many new entrants are seeking global success first and considering the domestic market later.

"It has already become a trend or model for some Chinese brands and I think we will see more young entrepreneurial Chinese brands adopting that strategy, as there have been many successful examples," said David Roth, CEO of WPP Global Retail Business.