ecns [expanded by feedex.net]: Quality and service key to brand strength

ecns [expanded by feedex.net]

ecns

Quality and service key to brand strength
http://www.ecns.cn/business/2013/01-11/45008.shtml
Jan 11th 2013, 07:41

















2013-01-11 16:41 CNTV     Web Editor: yaolan
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As China looks to build a more consumer-driven economy, manufacturers are trying to move away from cheap products, and more towards building a stronger brand image. Our reporter Zhang Lu has been finding out what's involved in developing a unique global brand identity, a process that can take some time.


"Made-in-China" is everywhere.


As China continues the transformation of its manufacturing sector, the world's factory is now trying to build a stronger brand identity.


But getting recognition and respect takes time and effort.


The "Made in China" label is often associated with cheapness and poor quality - and that's the main challenge faced by manufacturers.


Reporter: "Upgrading the manufacturing industry is a clear goal for China, and moving up the value chain by encouraging brand building is a vital part. But shifting from the world's factory to a brand creator will not happen overnight. Chinese brands need to overcome many obstacles before they can compete globally."


LAUNCH is a Chinese company that was among the first to get a head start in the US market.


The auto diagnostic tools and aftermarket equipment maker is now among the top 5 in the industry.


LAUNCH has long been dedicated to building a strong brand image. And the company's well aware that it's not all about price.


Jeffrey QU, CEO/president of LAUNCH Tech USA Inc., said, "We're seeing products not because they're cheap, but because they are good value. People trust them. In America, nobody wants to buy cheap products for a lower price."


Qu says the company's success comes from reliable quality and a sound service system - the two things necessary for a strong brand image.


It's a concept that's widely accepted by overseas Chinese companies.


John Gann from Trina Solar says customers always buy on trust. Gann said, "Products with a good brand image are competitive in quality, price and service. You have to make your products worth buying."


Gann says marketing ability is also a vital factor.


Trina is now one of the top solar panel providers in the US.


Gann said, "Chinese companies are often challenged by a lack of marketing experience. Trina uses local professionals for this. That helps us a lot."


PEAK Sports have tapped into the US market through a partnership with the NBA.


The company agrees that employing local marketing staff can be effective.


But it's even more important to tailor your products to local needs.


Jia Su, head of PEAK Sports USA, said, "The most difficult thing for us now is how to make our products more suitable for customers. The US market is big. But in different areas, people have different buying habits and preferences. In addition to good branding and a popular image, we have to offer suitable products to our customers."


PEAK has already established a special design department for the US market.


Insiders say building a proper brand image is also about bridging cultural difference and overcoming communication challenges.












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