ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
Brand owners modify Chinese strategies
BEIJING: Brand owners such as Ford and Nestlé are increasingly focusing on capabilities beyond manufacturing in China, reflecting the surging importance of the domestic market.
Ford, the car maker, has invested nearly $5bn in developing its operations across China and plans to roll out 15 new models locally by 2015, at a time when competition is intensifying.
"Automakers need to win in China to win globally," said Russell Scoular, Asia Pacific regional director, government affairs, at Ford,
AmCham Shanghai reported
. "You build in the markets. You build where you sell."
Kimberly-Clark, the personal care group, which entered China in 1999, is pursuing a similar strategy, according to Ken Whitaker, its vice president, sales, marketing and research and engineering.
"Exports played a significant role in our early years but the Chinese consumer is driving our change in manufacturing focus," he said. "Consumers are increasingly richer, more demanding and willing to pay for quality and are more confident and connected on the net."
Nestlé, the packaged food giant, also announced earlier this month that it would construct two new innovation units, in Xiamen and Dongguan, to accompany its existing sites in Beijing and Shanghai.
"We continue to invest in our R&D capability in Asia, because we know this brings us closer to local consumers, and gives us a greater understanding of the raw materials used to make the products they enjoy," said Johannes Baensch, Nestlé's Global Head of Research and Development.
Eaton Corporation, the power management company, has four R&D centres and 1,200 engineers in China, and believes value-generating activities have become crucial as rising wages reduce the nation's cost advantages.
"We think it's critical that our product development and design engineering are close to the customer," said Curtis Hutchins, its president for Asia Pacific operations. "You've got to be in China to serve the China market."
"Just starting low-cost manufacturing is not a good long-term strategy. When we think about 'low-cost' manufacturing, it's about the management of total cost. It's about infrastructure. It's about logistics in another country. It's about the variability in team capability."
Dover Corporation, the communications expert, has adopted a diversified approach. Its subsidiary divisions have opened seven operation bases in China since the financial crisis began, and it is also seeking possible takeover targets.
"Asia Pacific has become an important strategic market of Dover Corporation rather than simply a low-cost labor intensive manufacturing base," Michael Zhang, its Asia President, said. "Dover will attach more importance to the emerging market of China by continuing investment to drive growth."
Data sourced from AmCham Shanghai; additional content by Warc staff, 26 October 2012
Luxury brands look to long term
Spirits brands see digital openings in Asia
APAC marketers tackle digital challenge
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc