Chinese-developed brands go overseas

Three international companies in Guangdong Province are suggesting self-developed brands and innovation are playing an increasingly important role in Chinese companies going overseas and being recognized and embraced by foreign markets.

According to Deng Zhihui, vice manager of the international business department at Guangzhou Automobile Group Motor (GAC Motors), innovation and brand building is very important in the company's strategy for development. "In terms of brand, Trumpchi has been the top one in China for five years in a row. We have surpassed many jointly ventured brands, but we are increasingly raising our standards and speeding up innovation, we are heading for the US now. Our products for the US will cater to their standards, which very rarely Chinese brands do at the current time."

The assembly line of Guangzhou Automobile Group Motors in Guangzhou on December 7, 2017 [Photo: China Plus/ Ding Xiaoxiao]

To date, GAC Motors has successfully launched a number of Trumpchi models, including the GA5, GA6, GA8, GS4 and many new energy vehicles of different models.

GAC Motors has also seen a sales volume spike from 17,000 in 2011 to 371,000 in 2016.

Committed to professional audio, Guangzhou Ruifeng Audio Technology also emphasizes the importance of innovation and brand development. The company's products and services have been recognized in over 70 countries, making Ruifeng a world-class audio brand.

"Going overseas was not easy for the company. We faced many challenges, not only in technology, but also in terms of branding and marketing. It was a matter of time. We had our brand registered in different places, and we were very committed to our brand development," said Lu Xiubing, general manager of Ruifeng Audio.

Founded in 1956, Guangzhou Pearl River Piano Group focuses on pianos, digital musical instruments and musical education. The company sells around 25% of all the pianos in the world.

A Chinese-produced piano on display at the Guangzhou Pearl River Piano Group on December 7, 2017 [Photo: China Plus/ Ding Xiaoxiao]

"We are committed to research and development for our new products. We keep improving the technology. About 20% of our products are exported to overseas markets. They are our own brands. The recognition of our brand by overseas markets demonstrates the quality of our products," said Chao Aiming, director from the company's Labor Union.