Journey to the West. A three point plan for repositioning 'Made in China' in Western markets

Over half of China's own consumer goods manufacturers claim they will be ready to launch in the US by 2015, which will require a major repositioning of what 'Made in China' means to people in the West.

Journey to the West. A three point plan for repositioning 'Made in China' in Western markets

Pete HeskettJWT Singapore

Introduction

We are on the cusp of one of the biggest marketing challenges of the 21st century. Over half of the major consumer goods manufacturers in China planning are claimed to be ready to launch in the US by 20151. This will mean a major repositioning of what 'Made in China' means to people in the West because current perceptions of it will hinder Chinese brands.

Our analysis is based on proprietary survey research conducted by...

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