Brand-building in the time of trade row

Local labels work on their visibility, strive to go global despite competition

Huawei, Xiaomi, Haier, TCL, DJI, Vivo, Oppo, OnePlus, ICBC, Air China, Tsingtao, UnionPay - the list of internationally known Chinese brands is getting longer as more and more successful domestic companies expand by going global, in the process realizing that top-notch branding is not a nice-to-have option anymore but the key to survival.

If global brands such as Apple, Adidas, Nike, Uniqlo, Zara, and Converse could capture consumer imagination and loyalty in China, isn't it time that Chinese brands, too, should go global to command similar adulation in overseas markets?