With the popularity of Chinese products evolving over the past few decades, they are now poised to enter the international market.
Wu Rongzhao, Chairman, Erke, a Chinese sportswear brand, says, technological innovation helps his brand boost productivity. His company has collaborated with national research centers to focus on technological innovation for future development.
Snow Lotus, a time-honored Chinese cashmere brand, also focuses on technological innovation as it looks to consistently strengthen the core competitiveness of its products,quips GanXuerong, Chairman.
GaoDekang, President, Bosideng, a major Chinese manufacturer of down jackets, also considers innovation as a crucial factor in shaping a more promising future for the industry.
In recent years, many Chinese brands have garnered global recognition by implementing the "going global" initiative and expanding into international markets to generate substantial profits and tap diverse resources.
Armos, a major candy producer, has expanded to over 50 countries and regions, notes Ma Enduo, Founder and Chairman. The feat was highlighted in a case study collection by Harvard Business Review last year.
A few nascent Chinese brands like Voyah have also adopted a global business strategy right from the beginning, For instance, Chinese luxury electric auto brand plans to tap the Europe market for its initial global expansion. Currently, the brand is present in Norway, Denmark, Finland and Bulgaria and has launched projects in other countries like Germany, Italy and France
A few companies are also exporting their corporate culture and rich heritage to reshape global perceptions of Chinese technological innovation and boost brand visibility internationally
Lu Zhan, Secretary-General, Beijing Reignwood Culture Foundation, says, developing its unique cultural brands amid China's economic growth, the foundation has organized high-quality cultural activities through collaborations with global art influencers, acting as cultural ambassadors.
