China‘s challenge creating top Chinese brands_中国china名字的由来

China‘s challenge creating top Chinese brands由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“中国china名字的由来”。

大学体验英语视听说教程2

U2 supplementary reading

China„s challenge--creating top Chinese brands

The “Made in China”label is so ubiquitous that it would be hard to go on a shopping spree anywhere in the world without taking home a basketful of Chinese-made products.And yet china’s very succe in this area may be holding it back from achieving its goal of producing quality consumer goods.According to a study of Chinese brand perceptions by Interbrand, two-thirds of 700 international busine profeionals cited “cheap” as the attribute best describing Chinese goods.Eighty percent said a “low quality” reputation was the main factor preventing Chinese brands from succeeding in overseas markets, and only 12 percent said “Made in china” quality was improving.So why haven’t Chinese brands made a better impreion on the world stage? After all, China has some very big companies with global influence.The Boston Consulting Group last year listed 100 “global challengers” or firms “disrupting the established order of many industries.” Thirty-six of them were Chinese but most are relatively anonymous, and far from being household names, such as Wanxiang(which sell joint bearings)and Midea(electric fans).Even Huawei, a $18 billion-revenue company which make telecom hardware, and which made BusineWeek’s latest list of the world’s 10 “most influential” companies, alongside the likes of Google, Wal-Mart and Apple, has built its succe the old-fashioned Chinese way----by selling to other businees, rather than directly to consumer around the world, and by competing on price rather than on innovation.Haier, China’s biggest home-appliance manufacturer, has a good slice of the low-price global market and is now endeavoring to move upmarket.At this stage, this hasn’t translated into consumer perception, as potential customers still regard the brand as being cheap-----one of the reasons why the company last year bought a 20 percent stake in a more upmarket industry peer, New Zealand’s Fisher & Paykel.Cutthroat domestic competition is a big factor behind Chinese firm’ slow progre in building global brands.The number of Chinese firms competing domestically for market share in each product category means that it is neceary to keep costs low and profit margins are razor thin.For example, China has 150 firms licensed to make motor vehicles and more than 500 bicycle manufacturers Foreign brands have already captured most of the market’s profitable high-end.Well-publicized product recalls-----including poisonous pet food, tainted milk and faulty tires-----have also hampered international acceptance of Chinese brands.The good news is that this situation has the potential to change very quickly.Brand experts say that whereas building national-------let alone global------brands takes lots of time, in China brand can go from the drawing board to market dominance in just a few years because in China economic and social change occurs so rapidly that time seems compreed, Such speed domestically has the potential to translate internationally.Among the leading Chinese candidates to become global consumer brands are IT, consumer electronics and mobile-phone firms.I am confident that like the “Made in Taiwan” label, which has succefully left behind its cheap and low-quality perceptions, Chinese consumer brands will also rise over time.中国的挑战——创造中国顶尖品牌

“中国制造”标签是无处不在的,所以，在世界上任何地方很难去疯狂购物而没有带回家一篮子的中国产品。

尽管中国非常成功,可能是它在坚持用生产低廉商品的目标来换取成功。根据一项研究,中国品牌的“互联网名牌”列为的看法,有2/3的700国际商务人士引用“便宜”的属性描述的中国商品。最好的百分之八十的人说“低质量”的名声是最主要的因素从阻止中国品牌成功的海外市场,只有12%表示“中国制造”质量正在提高。所以为什么还中国品牌没有一个更好的形象在世界的舞台上吗?毕竟,中国有一些非常大的，影响全球的公司。波士顿咨询集团发表了去年上市100“全球挑战”或公司“在众多行业领域破坏了现有秩序。“其中有三十六个是中国的但是大多数比较匿名,而远非家喻户晓的名字,如万象(销售关节轴承)和美的(电风扇)。即使华为、一个180亿美元收入使电信公司硬件,并且使美国《商业周刊》的最新列的世界十大“最有影响力”公司,和最喜欢的谷歌,沃尔玛,苹果,建成了它的成功老式的方法---销售给其他企业,而不是直接向全世界的消费者,在价格上进行竞争,而不是在创新。

海尔,中国最大的家电制造商,具有良好的低价的全球市场,现在尽力转向高端市场。在这一阶段,到目前为止还没有翻译成消费者感知，并且潜在顾客仍把品牌作为———便宜的标志，这也就是为什么公司去年买一个高端的行业同行新西兰的费舍尔和菲舍尔佩克尔20%的股份。

中国公司建立全球品牌进程缓慢，激烈的国内竞争是一个很大的因素。