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Global Business: Brand China

Chinese Women Shopping

16/11/2013

Brand China

BBC World Service - Global Business, Brand China

Can Chinese brands such as Huawei, Shang Xia and Xiaomi compete in the global market?

Huawei, Shang Xia and Xiaomi are brands at the heart of key changes in the Chinese economy. Can they compete in the international market and become global household names?

In the last of the Global Business China 2013 series, Peter Day hears about the brands aiming to be global household names. Huawei, Shang Xia and Xiaomi are examples of brands at the heart of key changes in the Chinese economy. 

For 30 years the Chinese model has been one of manufacturing products designed elsewhere, and exporting them cheap. And yet, studies have shown that very few people in America or Europe can name a Chinese brand. But is that about to change and will Chinese brands soon be household names in most parts of the world? 

Xiaomi is a smart phone company often compared to Apple - their CEO sometimes dresses like Steve Jobs for example. Shang Xia is a home ware and fashion company bringing Chinese handicraft to the luxury market, and Huawei is a telecoms company, building telephone networks and now breaking into the smartphones market. All these products are not only manufactured, but designed in China. They are Chinese brands that are trying to permeate into the consumer consciousness of their huge domestic market as well as the West. How will they create consumer loyalty and compete with the already established brands?

(Photo: Two women walk along a road with their shoppings in Beijing. Credit: Wang Zhao/AFP/Getty Images)

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