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Agricultural Development Bank of China
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Go-global branding under B&R requires quality, culture understanding and more

November 29, 2017


Abstract : The China proposed Belt and Road Initiative provides new path for Chinese brands to go global and Chinese companies should wheel both on quality and culture in a bid to achieve solid and sustainable stand on global stage.

Dong Mingzhu

( Dong Mingzhu, Chairwoman of the Board of Gree Electric Appliances, delivers a speech at “The 21st Century Maritime Silk Road” Forum on International Communication and Chinese (Guangdong) Companies Going Global on November 29.)

 

GUANGZHOU, Nov.29 (Xinhua) -- The China-proposed Belt and Road Initiative provides a new path for Chinese brands to go global and Chinese companies should wheel both on quality and culture in a bid to achieve solid and sustainable stand on global stage, according to experts attending “The 21st Century Maritime Silk Road” Forum on International Communication and Chinese (Guangdong) Companies Going Global.

 

Held in Zhuhai on November 29, the forum gathered over 100 foreign experts and more than 80 representatives from media organizations, among whom go-global branding of Chinese companies has been a hot topic for discussion.

 

Under the Belt and Road Initiative, Chinese enterprises have yielded fruitful results from cooperation with countries along the Belt and Road. From 2014 to 2016, total trade volume between China and other B&R countries exceeded 3 trillion U.S. dollars, with China's overall investments in these countries surpassing 50 billion dollars by the end of 2016.

 

By the end of 2016, Chinese companies built 56 zones for economic and trade cooperation in more than 20 countries along the Belt and Road routes, creating nearly 180,000 jobs for host countries.

 

Gree, for example, invested in a factory in the Brazilian city Manaus as an explorer 17 years ago, making it the first Chinese enterprise to enter the Brazilian market. Now, 17 years later, Gree has achieved tremendous success in Brazil and is still going strong.

 

Gree gives priorities to quality, technology and consumers, and carries out R&D based upon customer needs, according to Dong Mingzhu, Chairwoman of the Board of China's leading appliances maker Gree Electric Appliances Inc. in her speech delivered at the forum.

 

Brand building combined with technological dedication has allowed Gree to transform itself from a small scale factory in the city of Zhuhai in Guangdong province 26 years ago to a famous Chinese brand with more than 70 thousand employees and products being sold in 160 countries and regions.

 

 However, the Belt and Road Initiative is not just about strengthening trade relations and exchanging merchandise but also highlighting product quality, cultural exchanges and dialogues, according to forum experts.

 

Gree strongly believes that persistence in integrity, technology, and dedication spirit enables it to grow with enterprises in other countries together, according to Dong Mingzhu.

 

Besides high-quality products, Chinese companies could also “export technology, product quality and culture” to countries along the Belt and Road, according to Dong.

  

Culture could bridge one another during the implementation of the Belt and Road Initiative and Chinese companies can bag better communication through cultural understanding besides improved product quality, according to experts attending the Zhuhai forum.

 

China’s domestic media should also play its role in communicating Silk Road stories and let countries along the Belt and Road better understand China, according to Zheng Bo, Deputy Editor-in-Chief of the Economic Daily in his forum speech. (Contributed by Niu Huizhe, Lv Guangyi, edited by Yang Yifan yangyifan@xinhua.org)

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Keyword: Zhuhai-Forum

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