Chinese brands: can they conquer the world? - "TechnoTron"

Posted By: "TechnoTron"  09/03/2017

"In the old days there was the belief that if a product was Chinese, it was cheap and of poor quality, but today the Chinese brands have begun to lose the cliche of being something of poor quality, cheap and old-fashioned"

Repeating the same thing of the Chinese products, until recently it followed the belief that something originating of the China was synonymous of something cheap, Something that would be expensive to buy as cheap as it may be, since they were usually the forgery of products of recognized brands, brands that had already been successful. Chinese products were the kings of the product photos that tried and farcasaron. The "Made in China" was the way to be in the one hundred turn, and Be the cheap product that was used until it was broken and discarded Without feeling regret for it, the products that were made in china no Were the attraction that was seen as desirable.

The question could begin to change: the product that is Made in China You can say that it is beginning to cross borders. Your manufacture Is leaving that seat of the trinket stores to occupy another seat. In the 1920s it was news that Chinese street collars were sold at low prices but of very questionable quality, now they have crossed over to another segment of the market.

This movement is already very widespread and entails the entry into new market niches, also in new valuation. Data from BrandZ's latest global brands, "Made in China" products have seen their value grow by only 1004% in one decade. In that list are many brands coming from that country, that's how In 2006 there was already a China brand among the 100 most valuable in the world. In the year 2015 they already had 14, and 5 of the 20 most emergent brands in value were coming from China.

Since the Chinese products no longer have the synonym of poor quality and low price and it was not something that was fashionable, have managed to position in markets taking a step on others, such as these are large mobiles such as Huawei and ZTE, Some time ago they were low cost brands that made cheap mobiles and that were used like products of white mark. Now compete for the market of millions that move the mobiles, some percentages indicate that the 11% of the sale of smartphones worldwide correspond to the 2 major Chinese brands named above.

Work started inside

The work of repositioning the "Made in China" brand began within the same country, the Chinese middle classes given to the game of appearances, as analysts saw it, bought products of the great westerners to position a image.

The iphone was the best example to know what happened, every time the apple company launched a new model, in China was the country where generated the highest expectations and sales of the new mobiles of this company. Because despite its high price the iPhone was a status mark. Things have changed in recent times which is a problem for Apple. Chinese buyers began to see in the same way that they saw the iPhone to the products made by brands of their own country like Huawei.

This change in the habit of consumerism of the Chinese, along with other issues that drive the consumption of their own brands, began to have nationalist fervor that set the self-consumption. Improved production that has made the product improve, the first point has almost no relevance to its position outside China, but the second point has been crucial.

All this has created a new consumer market where brands of China are revalued, and started to enter markets where they were before Vetoed, may be that of great luxury, but large brands of sportswear sign famous athletes to make their commercial campaigns or fashion signatures High-end that become what local millionaires want and others dream about. China is currently a market with potential consumers millionaires, this generates value by itself. The change of vision of these marks not only took place inside, but it became Permeable outside the country.

The global conquest of Chinese brands

This process of conquest of Chinese smartphones can be repeated in more scenarios, already occurs in the cameras, as an example the competitor of the famous "GoPro" that has cut its catalog, since the Chinese brands that compete with her at low prices, have Managed to snatch part of its market, the cameras of Xiaomi or SJCam are much cheaper and with good results that their consumers do not reject them. The Chinese brands have understood the foreign market, and began to use the same strategies that use the other brands. Example of this are the fashion brands that burst with forces in the European market in these times, the stores of these chains have a lot of attention to the design of the stores, they have attention to the music, the decoration, visual elements, creating a stylish image And with the same appeal as its other competitors, the stores are located in the highly commercial and premium sectors. In addition, there is the trend of the online shops of Chinese fashion that work in parallel and have entered as referents with campaigns fashion bloggers. Chinese ecommerce is generally trying to achieve better positioning outside of China working to have greater impact globally.

All of the aforementioned has managed to create a new concept and changed our perception of brands coming from that country, now the Chinese is achieving a positive social proof and migrating its brand values as did Japan after World War II with its Products, said Shaun Rein author of "The End of the Imitators in China" and founder of the consulting firm China Market Research Group.