中国制造业有望登顶亚洲

Chinese consumer brands want to build a strong international following. But stiff competition makes it challenging for them to gain a firm foothold in developed markets. That's why many of the companies are shifting their focus to Asia's emerging markets. They hope to capitalize on the similar cultures and consumer behavior in those markets compared with China. But as we find out, there are also strategic changes the companies will have to make in those markets for long-term growth.

The Indonesian consumer electronics market used to be a playground just for Japanese and South Korean brands. But the brands now are giving away some of their market share to the Chinese.

"We are localizing our global strategy. That's key to winning consumers' trust," Midea(Indonesia) dept. manager Liu Yongjun said.

Midea spent a fortune promoting in popular retail spaces such as Carrefour and Walmart. It was a heavy financial burden for the electronics maker but consumers responded well. To build up the brand's reputation, Midea firmed up its post-sales network.
 
Just like many Chinese companies investing overseas, Midea is looking to diversify its risks for its global portfolio.

"We have a good sales network in overseas markets, especially in emerging markets. We hire locals and make localized products. China's market growth is slowing, so we need overseas revenues. A third of our businesses are in foreign markets. And we want to bring international expertise to our company," Midea vice president Gu Yanmin said.