Global brands and Chinese strivers

Xiaoyan Zhao and Don Simons

This paper addresses two questions: what defines Chinese consumers in the context of Asia, and the world? And how do you build globally consistent platforms while respecting and reflecting Chinese characteristics? The paper is based on an annual worldwide survey conducted since 1997 and administered with 1,000 consumers in each of the 30 major economies around the world, including 10 Asia-Pacific countries.

Global Brands and Chinese Strivers

Xiaoyan ZhaoNOP World, United States

Don SimonsNOP World, Philippines

INTRODUCTION

Lenovo, the legendary Chinese computing technology company, is poised to become the third largest PC manufacturer in the world, after its acquisition of IBM's PC business. Haier is already the world's second largest white goods company, and TCL is the world's biggest volume producer of televisions. The Chinese government is believed to have set the goal of having 50 Chinese companies listed among the Fortune 500 by the year 2020.

With an average annual growth rate of 9.5% for two whole decades, China...

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