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Chinese manufacturers grapple with brand-building

Updated: 2013-12-13 17:37
By Yao Jing (

As the world's second largest economy loses its labor force competitiveness, Chinese manufactures are grappling with how to become more productive and establish themselves as international brands.

"China is widely known as a powerhouse of manufacturing, but there is still a long path for it to create the image of many branded names," said Zhang Wei, vice-chairman of China Council for the Promotion of International Trade, during the China International Brand Development Forum in Beijing on Friday.

Currently, the majority of Chinese companies are focusing more on productivity and sales volume instead of building brand awareness in the marketplace.

"The further development of Chinese local brands is relied on making inroads into the global market," said Zhang.

In building a brand, improving technological innovation, product quality and service are three key points, Zhang said.

Nick Henderson, executive director of North Asia at Shanghai-based FutureBrand, emphasized that Chinese companies have to realize that a brand is a connection with customers and it means creating a strong personality, promise and reputation to build customer loyalty to a brand.