Latest News:  
Beijing   Sunny/Cloudy    13 / 1 ℃  City Forecast


Chinese brands in US building name recognition


15:39, December 07, 2012

By CCTV reporter Daniel Ryntjes

Top marketing experts in the United States say Chinese consumer companies are making moves to build “brand name recognition” in the U.S. Firms like appliance maker Haier and sportswear company Li-Ning are making significant in-roads. But Chinese companies still face a long path to penetrating the hearts and minds of American consumers.

Many Americans have never heard of sportswear company Li-Ning. But if they’re into basketball, as many Americans are, they're beginning to see a glimpse of a potential marketing powerhouse in sportswear.

In October Dwayne Wade, a star player of the Miami Heat signed a shoe endorsement deal with the company founded by the Chinese gymnast Li Ning.

Jamie Moeller is the Head of the Global Public Affairs Practice at Ogilvy Public Relations Worldwide, a firm which advises Chinese companies. He said, “They will not have overnight success, in all likelihood. It's a very challenging and complicated marketplace. But if they're prepared to invest and do the right things over the long term, the payoff can be significant. The next step needs to be building a brand to really compete long-term and succeed long-term in what is a very competitive U.S. marketplace. ”

Shanghai business professional Emily Zhang is studying here for a Master of Business Administration and is shocked that Chinese brands are virtually unknown in the U.S.

【1】 【2】

We recommend:

'Boeing Dreamliner riddled with errors

HK tops China City Competitiveness Ranking

China's electric rail mileage ranked world's first

10th China Int'l Automobile Exhibition concludes

Harbin-Dalian high-speed railway starts operation

New wave of communication tools

Alibaba's 2012 transaction volume hits 1 trln yuan

China's savings rate world's highest

Shanghai Center Tower to rise over 400m


Leave your comment0 comments

  1. Name


Selections for you

  1. China, Belarus hold joint anti-terrorism drill

  2. Joint search and rescue exercise held

  3. Cities with highest life quality in the world

  4. Photos: China in 1942, a real history

  5. 'Devil' foreign instructors

  6. Boeing Dreamliner riddled with errors

  7. Who is the richest Chinese writer in 2012?

  8. Selected photos: Mongolia today

Most Popular


  1. BRICS development bank proposed for cooperation
  2. A survey on lunch in Beijing's primary schools
  3. China on course for stable growth: JP Morgan
  4. School needs be responsible for teachers' behaviors
  5. Big burden seen in 'irrational' property tax
  6. Confidence rises for China-Africa co-operation
  7. What has 'Taobao Culture' brought us?
  8. Telecommuters challenge workplace norms
  9. Old school ties, business opportunities?
  10. Museums should not end up as 'vanity projects'

What’s happening in China

'Devil' foreign instructors at Chinese bodyguard training camp

  1. Debate over gaokao policy heats up
  2. Another official investigated after watch suspicions
  3. Police chief probed over sex allegations
  4. 2012 prophecies draw police ire
  5. Lawyers seek end to forced contraception