Bosideng strives to upgrade 'made-in-China' image

Winning the respect of the world market will be key to the globalization of Chinese brands and the image upgrade for so-called "made-in-China" products, said Gao Dekang, chairman of the world's largest feather jacket manufacturer Bosideng Group, on the sideline of the second session of the 12th National People's Congress (NPC).

With the integration of the global economy, many Chinese brands are looking abroad for new market potential despite great difficulties and obstructions. "China must change the image of these 'made-in-China' products to help domestic brands go out and establish a global reputation," said Gao, an NPC deputy, at the annual gathering of the country's top legislators.

Bosideng has been leading Chinese enterprises in globalization through a series of means such as opening up a flagship store in London, buying a UK-based menswear label, becoming Tottenham Hotspur's official outfitter, cooperating with German-based Otto Group to promote self-owned brands and opening up a pop-up store in New York.

However, these adventures have put Gao under mounting pressures.

Chinese companies are well-known for making cheap products, but are also notorious for purposely neglecting intellectual property rights and lacking innovation, which has tarnished their image among consumers both at home and abroad, he said.

Although "made-in-China" products, especially garments and home appliances, have seen notable changes in quality and technology and even caught up with international leading standards, China still lacks internationally recognized brands, Gao said.

According to Gao, with many foreign brands venturing into China, Chinese companies will face great challenges in maintaining their domestic market, let alone competing on the international stage, if their image among consumers remains unchanged.

To get "made-in-China" products true recognition the world over, the government should include brand development into its national development plan, support Chinese companies on the expanding global market and encourage major companies to work together as to increase the entire industry's competitiveness, Gao concluded.

The Chinese government has been working hard to upgrade the image of Chinese products over the past years, but changing the public opinion will be a long, slow process.