3 ms·

"Poor US Market Strategy and Execution" Is it really an example of a poor marketing? If you are a chinese brand, do you win by positioning you as chinese? Real

"Poor US Market Strategy and Execution" Is it really an example of a poor marketing? If you are a chinese brand, do you win by positioning you as chinese? Really, do you? Do you want to be associated with walmart, chinese hackers and mao ze dung? I think if you are a chinese brand, your best marketing strategy is to focus on quality and affordability of your wares, not on your chineseness.

baddox 14y ago
Based on the list of top responses and "Chinese Brands To Look Out For," most are fairly unknown (or at least not prominent) brands in the USA. It's not that Americans are unaware that these brands are Chinese, it's that the brands themselves aren't exactly household names. Lenovo is the one exception. I haven't heard of any of the other brands except for Baidu, and I presume I only know about that because I work in tech.
richardjordan 14y ago
Right. I was thinking this same thing. It's an example of very solid branding. At certain points in time some nations have some branding benefit because of a perceived cool-factor. In some fields some nations have a long-term perceived history of product quality. Mostly however if your product is perceived as being foreign you are placing yourself at a disadvantage in markets, like the US, where there's a high degree of casual xenophobia. Your optimum strategy in those markets is to blur lines between brands and countries of origin such that people don't think of your product being from "other". Walmart might be more accurately branded as China-Direct :-) ...but it would probably face slightly more resistance in certain parts of the US if that were so.
- penny100 14y ago
  What, because American don't buy products "Made in China" or "Made in Taiwan", now? They don't purchase Samsung or Sony products? You're claiming that Americans are "casually" racists with zero proof? Please.

baddox 14y ago

Based on the list of top responses and "Chinese Brands To Look Out For," most are fairly unknown (or at least not prominent) brands in the USA. It's not that Americans are unaware that these brands are Chinese, it's that the brands themselves aren't exactly household names. Lenovo is the one exception. I haven't heard of any of the other brands except for Baidu, and I presume I only know about that because I work in tech.

richardjordan 14y ago

Right. I was thinking this same thing. It's an example of very solid branding. At certain points in time some nations have some branding benefit because of a perceived cool-factor. In some fields some nations have a long-term perceived history of product quality. Mostly however if your product is perceived as being foreign you are placing yourself at a disadvantage in markets, like the US, where there's a high degree of casual xenophobia. Your optimum strategy in those markets is to blur lines between brands and countries of origin such that people don't think of your product being from "other". Walmart might be more accurately branded as China-Direct :-) ...but it would probably face slightly more resistance in certain parts of the US if that were so.

penny100 14y ago
What, because American don't buy products "Made in China" or "Made in Taiwan", now? They don't purchase Samsung or Sony products? You're claiming that Americans are "casually" racists with zero proof? Please.