Chinese brands in US building namerecognition

3gzylon 2012-12-08

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Chinese brands in US building namerecognition

(CNTV)

15:39, December 07, 2012

By CCTV reporter Daniel Ryntjes

Top marketing experts in the United States say Chinese consumer companies aremaking moves to build “brand name recognition” in the U.S. Firms like appliance makerHaier and sportswear company Li-Ning are making significant in-roads. But Chinesecompanies still face a long path to penetrating the hearts and minds of Americanconsumers.

Many Americans have never heard of sportswear company Li-Ning. But if they’re intobasketball, as many Americans are, they're beginning to see a glimpse of a potentialmarketing powerhouse in sportswear.

In October Dwayne Wade, a star player of the Miami Heat signed a shoe endorsementdeal with the company founded by the Chinese gymnast Li Ning.

Jamie Moeller is the Head of the Global Public Affairs Practice at Ogilvy PublicRelations Worldwide, a firm which advises Chinese companies. He said, “They will nothave overnight success, in all likelihood. It's a very challenging and complicatedmarketplace. But if they're prepared to invest and do the right things over the longterm, the payoff can be significant. The next step needs to be building a brand to reallycompete long-term and succeed long-term in what is a very competitive U.S.marketplace. ”

Shanghai business professional Emily Zhang is studying here for a Master of BusinessAdministration and is shocked that Chinese brands are virtually unknown in the U.S.

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