Why Is It So Difficult For Chinese Brands To Go To The World?

According to China's Ministry of Commerce, in January alone, China's total overseas investment reached nearly $4 billion 400 million, up 60% over the same period last year.

Broadcasting British Corporation said that although the total volume of overseas investment was astonishing, China's mainland enterprises failed to list the list of top 100 brands in the US Interbrand brand consulting company last year.

Jianlibao,

The story of Lenovo's three companies can be built for others.

Chinese enterprises provide some strategic inspiration.

Jianlibao was the largest beverage brand in China.

In view of its success in the domestic market, the company began to expand to more than ten foreign markets in the 90s of last century.

In 1994, the company hired an experienced Jack Shea as vice president of marketing in North America.

Shea believes that Jianlibao's "fatal shortcoming is that although it can produce delicious drinks, its brand name is hard to impress the American consumers."

On the contrary, the four characters of "Coca-Cola" can make Chinese consumers remember at once and become a successful case that complies with the local market.

The name is not only pronounced in English, but also literally "delicious, joyful".

Lining is a China.

The company's first overseas expansion attempt also encountered resistance.

Although many people may never hear the name of Lining, the founder of the company, he is a household name athlete in China. He also lit the torch tower at the opening ceremony of the 2008 Beijing Olympic Games.

Shortly after the Olympic Games, the company opened its first overseas branch near Nike headquarters in Portland, Oregon.

But only a few years later, the branch would have to close.

Craig Hasna, vice president of Li Ning Co e-commerce, said about the failed investment in the United States: "I think the original plan did not fully reflect the influence of the brand of Lining. It is a major brand that was established by the famous Olympic champion and has jumped to the top of the Chinese market."

He said: "Lining did not seize this point to publicize, but directly compete with Nike and Adidas brands in overseas markets."

There are already several popular sports brands in the international market.

People are very loyal to these brands, and Lining is not one of them.

Of course, there are exceptions, such as Lenovo Inc, China's personal computer and electronics manufacturer, but there are few examples of successful international brands such as Lenovo.

Lenovo's success in building overseas brands benefited from three main factors.

David Roman, chief marketing officer of Lenovo Inc, explained: "organizational structure is undoubtedly an important strength of us.

It allows us to effectively build a global framework so that we can promote Lenovo brand in the local market context. "

The company has headquarters in Beijing, Paris and North Carolina.

In addition, Lenovo also focuses on young consumers in the international market, because these people are more willing to accept new things and new knowledge.

The last factor is the leading team of technical managers from 6 countries.

Although many Chinese companies want to replicate the success of Lenovo, examples of Jianlibao and Lining show that such ambition is hard to achieve if they do not pay enough attention to marketing.