Brand Expansion: China’s Race to Conquer World Markets

Chinese firms have embarked on a quest to conquer the world market. Several have already done so, with the help of Western know-how. Established rivals are making the mistake of underestimating them — until it’s too late.

The Chinese government is encouraging the expansion of its companies because it wants to shed the country’s image as a cheap, low-tech manufacturing location and to turn it into a center of innovation. “Zou chu qu,” loosely translated as “go out,” is the message the country’s Communist planners are sending to the Chinese business community. Continue reading