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Globalizing
Chinese brand names
By Jian
Er

The
determination of Chinese enterprises to raise themselves from
the lower rung of the value-added chain and establish international
recognized brand names is not in doubt. But the road to achieving
those goals is going to be long and challenging, according to
experts and senior executives who attended the fifth China Daily
CEO Roundtable themed "Globalizing Chinese Brands" in
Hong Kong yesterday.
Those
challenges touch on wide ranging issues, including corporate governance,
management vision, investment foresight and, as many participants
agreed, the willingness to revolutionize the established mindset
that has dominated Chinese corporate culture for years.
To
succeed in the international marketplace, Chinese enterprises
must strive for originality in design and excellence in quality,
the experts said.

They
also must learn to respect intellectual property rights as rampant
piracy of ideas and of products has virtually choked off major
investment in research and development by many mainland enterprises.
The
question raised repeatedly at the conference was why would a Chinese
enterprise want to develop their own products to benefit unscrupulous
pirates?
Despite
the daunting challenges, the need for brand building is reverberating
through many corporate boardrooms in China. As Professor Wang
Zhile, director of Research Centre for Transnational Corporations
under the Ministry of Commerce, said, the production process at
the bottom of the smile curve makes little value, while design
and marketing processes stand at the upper-end of the curve and
have much wider profit margins.

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Making
national products popular
By You Nuo
Unlike
their high-profile fellow athletes, there were Chinese fighting
on another front at the 2004 Athens Olympics.

They
were promoting Chinese brands.
Maybe
you didn't notice, but Wang Weiqun, editor of the Beijing-based
trade journal Successful Marketing will tell you, the footware
for the US and Spanish basketballers was furnished by Li Ning,
a mainland sportsware manufacturer named after its founder, China's
accomplished gymnastics champion who won three gold medals at
the Los Angeles Olympic Games in 1984.
Nike
was the sponsor of the Chinese basketball team.
But
Li-Ning was just one of the Chinese brands learning to compete
with overseas rivals and brands by taking advantage of the Athens
Games.

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Q&A
on China Daily CEO Roundtable
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Alexander
Wan, Executive Editor, China Daily CEO Roundable
Q: What is the objective of China Daily's CEO Roundtable
meeting?
A: The strategic objective of China Daily's CEO Roundtable
meeting is to bring together CEOs of multinational companies
the movers and shakers in business to get together, to address
each other and share their views on major Chinese economic,
business, industry and management issues.
Q: How many CEO Roundtable meetings have you organized?
A: So far, five CEO roundtable meetings have been
held in Hong Kong, centering on China's regional economy,
its reining-in of the overheating economy, and the role
of Hong Kong in building China's 21st century financial
system, China's entertainment industry development and Chinese
brands' globalization. A 100 per cent turnout rate has been
achieved during the previous Roundtable meetings.
We are honoured to have had this turnout. Delegates openly
and sincerely made their comments with a high level of relevance
and professionalism. We are grateful to Professor Michael
Enright from the University of Hong Kong; Professor Edward
Chen of Lingnan University; Mr Vincent Cheng, vice chairman
and chief executive of Hang Seng Bank Ltd, who acted as
the honorary chairmen for the previous three roundtable
meetings.
Mr Stephen Marcopoto, President and Managing Director of
Turner Broadcasting System Asia Pacific; Mr Charles Chau,
Managing Director of MTV Networks North Asia; and Mr Jun
Tang, Vice President of China Affairs the Walt Disney Company,
co-chaired the fourth Roundtable meetings on "Entertaining
the Nation."
Professor Wang Zhile Of the Ministry of Commerce chaired
the 5th CEO Roundtable on Globalizing Chinese Brands today.
Overall, we are quite satisfied as China's first newspaper
in organizing such CEO-targetted events.
Q: What are your future plans for China Daily's CEO Roundtable
meetings?
A: On November 12, Mr. Hugues Witvoet, President
of LVMH Investment Asia, will chair a roundtable which will
gather luxury consumer brands on a "Lifestyle China"
topic to take a look at the surging demand of luxury goods
and consumer brands in China's metropolitan cities.
On
December 3, China Daily will join hands with Asia News Network
(ANN), a group of 14 major English language newspapers in
Aisa, to look ahead on "China's Economy in 2005 and
Beyond".
Please
visit our website at http://ceoroundtable.chinadaily.com.cn/.
We welcome the CEOs of blue-chip companies and industry
leaders to contact us if they would like to participate
in these forthcoming CEO roundtables. Pls email to
ceoroundtable@chinadaily.com.cn
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Copyright 2004 by Chinadaily.com.cn
All rights reserved.
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Senior
Executives at 5th CDRT |
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Honourary
Chairman
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Professor
Wang Zhile, Ministry of Commerce of the People's Republic of China |
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List
of Delegates
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| Name |
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Campany |
|
Title |
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Kin
Ping Wong
Bird
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Bird
International Ltd. |
|
Director |
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| Kensaku
Konishi |
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Canon
Hong Kong Co., Ltd. |
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President
& CEO |
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Zhou
Liqun
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China
Everbright Limited |
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Executive
Director & Chief Executive Officer |
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Li
Wen
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China
Minsheng Banking Corp., Ltd. |
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Representative |
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Zheng
Hong Qing
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China
Travel Service (Holdings) H.K. Ltd. |
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Director |
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Ye
Feng Ping
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China
Unicom Limited |
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Executive
Director and Vice President |
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Qun
Liao
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Citic
Ka Wah Bank Limited |
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Vice
President, Strategy and Planning, China Banking |
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Antony Chow
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Euro
RSCG Worldwide |
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Executive
Vice President, Grand China |
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Nancy
S. Payne
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Fleishman-Hillard
Hong Kong Ltd. |
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General
Manager and Senior Vice President |
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Matthew
de Villiers
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FutureBrand |
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Chief
Executive Officer, Asia Pacific |
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Po
Cheung
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FutureBrand
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Managing
Director, China |
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Peter
Lo
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Harbin
Brewery Group Limited |
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Chief
Executive Officer |
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Charles
Ng
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Hong
Kong Designers Association |
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Chairman |
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Kam Cheong Li
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Hong
Kong Institute of Marketing |
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Chairman |
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Frank
Chen
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Interbrand
China |
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Managing
Director |
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Breck
McCormack
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International
Management Group |
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President,
Asia & Pacific |
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Toa Charm
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Kingdee
International Software Group (H.K.) Ltd. |
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General
Manager, Asia Pacific |
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Jim C. Tsao
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Lam
Soon Food (Hong Kong) Limited |
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Group
Managing Director |
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Janice
Chan
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M
& C Saatchi |
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Managing
Director, Greater China |
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Joseph
Wang
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Ogilvy
& Mather Greater China |
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Chairman
& Chief Executive Officer, Southern China |
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Liang
Kai Ping
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Shum
Yip Holdings Co., Ltd. |
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Director
& Vice President |
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Philip
H.K. Leung
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Sonca
Products Limited |
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Manufacturing
Director |
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Henry Steiner
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Steiner
& Co. |
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Managing
Director |
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| Richard
Tsang |
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Strategic
Financial Relations Group |
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Chairman
& Managing Director |
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Zhou
Jie
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The
Hong Kong Chinese Enterprises Association |
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Vice
Chairman and Chief Executive |
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Zhou
Ping
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The
People's Insurance Company of China (Hong Kong), Ltd.
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Director
& General Manger |
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Mak
Chi Wing
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Tsingtao
Beer (H.K.) Trading Co., Ltd. |
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Deputy
General Manager |
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| Zhao
Wei |
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The
Investment Promotion Bureau of Chaoyang District, Beijing China |
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Section
Chief, Investment Promotion Section |
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| Su
Jing |
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The
Investment Promotion Bureau of Chaoyang District, Beijing China
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Vice
Director |
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