Why Does Not China Have Global Brands

Today, competition is very fierce in market, and is mainly brands competition. To obtain high profits and maintain market share, it is indispensable to build strong brands. As for Chinese enterprises, they must have global or international brands to smoothly enter the overseas market and stand firm there. Unfortunately, China has not fostered any global brand yet. To find out the reasons, the author carried out a cultural perspective research to compare the characteristics of American and Chinese cultures as well as their impacts on brand building.The thesis began with study on brands and brand building, showing that it is not enough just having quality products and services to build powerful and global brands—besides which, differentiation and innovation are also critical. There are economic, political and social factors hindering china's global branding, but the fundamental reason is the influence of Chinese culture.To work out what kind of influences Chinese culture exerts on brand building, the thesis analyzed the characteristics and origins of Chinese and American cultures, and also compared the contemporary Chinese and American cultures, finding that in Chinese culture, elements like advocate of golden mean, harmony, non-doing, non-strive, restraint of individuality, self-contentment, indifference in innovation etc have impeded China's brand building and global branding; while in American culture, elements like individualism, diversity, ambition and aggressiveness of external expansion, entrepreneurship, untiring search of excellence etc have facilitated brand building and global branding.To prove it at the level of enterprises, the thesis analyzed the corporate values behind the American global brands and the best Chinese brands via statistical and comparative methods, as well as empirical and case studies, which further reveals the deepest reason for China's lack of global brands attributes to Chinese corporate culture. Briefly speaking, the thesis concluded that the reasons why China does not have fostered global brands are because:firstly, most Chinese enterprises do not have global vision and mission—they tend to be contented with the huge domestic market; secondly, Chinese enterprises do not attach great importance to innovation—their R&D input is far less than their American counterparties; thirdly, Chinese enterprises have no distinct specialties—their products and services are not differentiated, and in marketing they tend to act like sheep following the herd; finally, Chinese entrepreneurs have officialdom worship mindsets—they don't have strong passion for business entrepreneurship but have permanent desire for entering the political circle.Of course, Chinese enterprises have the potential to build global brands—the contemporary Chinese culture is receptive, which means Chinese are learning and absorbing. Therefore, by learning the favorable elements for brand building from other cultures, by establishing constructive and beneficial corporate cultures and by actualizing them through strong and effective implementing systems, Chinese enterprises can and will build global brands, because many Chinese firms have already had the economic strength.