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Outdated image, updated lessons for China brands in South-east Asia

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    • Joongshik Wang, EY-Parthenon Asean Leader, says that Chinese brands have a strong market positioning in technology.
    • Schubert Lou, chief operating officer of Trip.com, says the travel website is bullish about the potential of Southeast Asia.
    • Celeste Tan, manager of Nanyang Polytechnic's Singapore Institute of Retail Studies, notes that brands from China can leverage Chinese and regional e-commerce platforms to reach South-east Asian consumers.
    • Joongshik Wang, EY-Parthenon Asean Leader, says that Chinese brands have a strong market positioning in technology. PHOTO: EY-PARTHENON
    • Schubert Lou, chief operating officer of Trip.com, says the travel website is bullish about the potential of Southeast Asia. PHOTO: TRIP.COM
    • Celeste Tan, manager of Nanyang Polytechnic's Singapore Institute of Retail Studies, notes that brands from China can leverage Chinese and regional e-commerce platforms to reach South-east Asian consumers. PHOTO: NANYANG POLYTECHNIC

    Tan Chee Yun

    Published Sun, Jul 24, 2022 · 10:00 AM

    AS CHINA’S brands enter South-east Asia, they strive to shed old stereotypes while banking on capabilities previously developed for the domestic market.

    Overcoming the ‘outsourced vendor’ image

    In the past, Chinese manufacturers were known primarily as original equipment manufacturers (OEMs) for international brands – a reputation that they could not shake off even after launching their own brands.

    Back then, the “Made in China” label implied poor quality and copycat products, according to the Research Report of 2021 on Chinese Cross-Border Brands by China-based market consultancy LeadLeo Research Institute.

    ChinaE-commerceThe Asean-China Connection

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