europe.chinadaily.com.cn
China's Brand Powerhouse: From "Made in China" to "Created in China
China's brand value in the Brand Finance Global 500 surged from $62 billion with 13 brands in 2008 to $1.3 trillion with 72 brands in 2024, driven by a strategic shift from manufacturing to creating globally recognized brands, government support, and improved international standards.
- How have government policies and international collaborations contributed to the rise of Chinese brands on the global stage?
- This remarkable growth is linked to China's national strategy of improving product quality and fostering globally competitive brands. Initiatives like the China Council for Brand Development and participation in the ISO significantly improved Chinese companies' brand development understanding and global expansion capabilities. The success of brands like Huawei, Alibaba, and TikTok exemplifies this shift.
- What are the key challenges and future prospects for Chinese brands in enhancing their global perception and competitiveness?
- China's dual approach—developing original brands and acquiring established foreign ones—accelerates its global market penetration. While challenges remain in brand perception, especially regarding product quality compared to Western rivals, continued investment in innovation, quality, and customer experience suggests that Chinese brands will increasingly challenge established Western brands in the coming decade. This "Created in China" approach will reshape global economic dynamics.
- What is the most significant change in China's global branding landscape over the past 10 years, and what are its immediate implications?
- In the past decade, China's brand value in the Brand Finance Global 500 ranking has exploded from $62 billion (13 brands in 2008) to $1.3 trillion (72 brands in 2024), reflecting a strategic shift from manufacturing to creating global brands. This transformation is driven by government initiatives and a focus on quality and international standards.
Cognitive Concepts
Framing Bias
The article is overwhelmingly positive in its portrayal of China's brand development. The author's position as chairman of a brand valuation firm creates a potential bias toward highlighting success stories and emphasizing the economic impact of branding. The impressive statistics and positive anecdotes about Chinese brands are presented prominently, while potential drawbacks or negative aspects are downplayed or minimized. The headline (if there were one) would likely emphasize the extraordinary growth and success of Chinese brands.
Language Bias
The language used is largely positive and celebratory. Phrases like "remarkable evolution," "impressive results," and "rapidly moving up the value chain" convey a strong sense of optimism and achievement. While this isn't inherently biased, it lacks the critical distance needed for a completely objective account. The repeated use of strong positive adjectives could subtly influence the reader's interpretation. The choice of words used to describe the growth and success of Chinese brands, while factual, has an overwhelmingly positive tone.
Bias by Omission
The article focuses heavily on the success of Chinese brands and their global expansion. While it acknowledges some challenges in brand perception, it largely omits critical perspectives such as potential negative impacts of Chinese economic policies on other countries or potential ethical concerns related to some Chinese companies. The lack of counter-arguments or dissenting voices weakens the overall analysis and could leave the reader with a biased impression. Further, there is little to no discussion of the role of government subsidies or protectionist policies in the growth of these Chinese brands.
False Dichotomy
The article presents a somewhat simplified narrative of a shift from "Made in China" to "Created in China." While this is a significant development, it doesn't fully explore the complexities of the Chinese economy or the nuanced relationship between manufacturing, branding, and global economic power. It doesn't adequately address the fact that many Chinese brands still rely heavily on manufacturing components from other countries. The article implicitly suggests that a strong brand is the sole determinant of economic success, neglecting other factors like international relations and geopolitical dynamics.
Sustainable Development Goals
The article highlights China's remarkable shift from a manufacturing-based economy to a global brand powerhouse, creating high-quality jobs and boosting economic growth both domestically and internationally. The rise of Chinese brands like Huawei, Alibaba, and TikTok signifies increased economic competitiveness and opportunities for employment.