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Why do so few Chinese brands go global?

Chinese companies are extending their reach around the globe to purchase foreign technology, managerial talent and, increasingly, international brands. Why have Chinese companies not been able to successfully build their own brands overseas instead of operating under the guise of acquired global players?

According to China’s Ministry of Commerce, in January of this year alone, China’s overseas investment totalled nearly USD4.4 billion, up 60 percent year-over-year.

Yet, despite this tremendous amount of overseas investment, surprisingly not one mainland Chinese company appeared on consultancy Interbrand’s annual list of the world’s top 100 brands last year.

 

(Source: BBC News )