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Expansion proves hard for Chinese brands

Brand owners from China are pursuing a range of strategies to try and expand abroad, but the results experienced by firms like Lenovo, Li Ning and Jianlibao have been highly varied.

Lenovo, the IT group, bought IBM’s PC arm and Thinkpad brand in 2005, and last year acquired Medion, a German firm, alongside forming a tie-up with NEC in Japan. It now also has major offices in Beijing, Paris and North Carolina.

"We are a global company with roots in China. Because of our acquisitions over the years, we are actually ‘from’ many different places", David Roman, Lenovo’s chief marketing officer, told the BBC.