Once ‘the world’s factory’, China now builds global brands
In the 6th of a 7-part BT-Lianhe Zaobao series on China and Asean, we look at how brands from China are going international, particularly among Gen Z consumers in South-east Asia
AS A global manufacturing powerhouse, China has churned out goods for international brands big and small, making “Made in China” truly ubiquitous. But its image as the factory of the world has evolved. No longer just a manufacturer, China is moving from its backstage role into the limelight, as it creates brands for the international market.
South-east Asia, with its vast population, is an attractive prospect for many Chinese brands, which have come into prominence in areas such as technology products, fashion, tourism, and food and beverage (F&B). In this digital age, these brands are casting off earlier negative connotations of the “Made in China” label, and turning truly international.
Going global
For many consumers, the Chinese technology brand Xiaomi brings to mind affordable smartphones. A report by market research firm Canalys puts the average price of a Xiaomi phone at 40 per cent and 75 per cent cheaper than Samsung and Apple phones respectively.
Copyright SPH Media. All rights reserved.
