May 20, 2011

Understand the Demands of Customers in Global Markets

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Building strong emotional bonds between consumers and Chinese brands remains a work in progress.  Take Haier (Haier America), for example, which ramped up efforts to go global in 1999.
It sold niche products such as small refrigerators to college students and wine cellars, and opened manufacturing plants in the U.S. and elsewhere to bring production centers closer to priority consumer markets.  Haier has distinguished itself among Chinese companies in efforts to build a global brand.
Understanding the demands of customers in global markets is just one of the many challenges Chinese companies face in light of increased global competition and operating in a fast, interconnected world.

Learn what other challenges lie ahead for Chinese companies here.

Related post:  Why China Has So Few Good Brands
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