The journey from 'insider' to 'outsider': Four common misunderstandings in growing Chinese brands abroad

Sirius Wang and Lucia Su

This article highlights four common misunderstandings that Chinese marketers have of the overseas view of China and its brands.

The journey from 'insider' to 'outsider': Four common misunderstandings in growing Chinese brands abroad

Sirius Wang and Lucia Su

Misunderstanding:

  1. Overseas consumers are familiar with China, and believe it to have a relatively benign and gentle image.
  2. Overseas consumers can still not accept a product made in China.
  3. The uniqueness of Chinese culture gives Chinese brands and the advantage to compete overseas.
  4. Branded communications celebrating the growth of the Chinese economy are of interest to foreign consumers.

As an increasing number of Chinese brands seek to grow in foreign markets, brand managers must begin their own...

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