久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

Make me your Homepage
left corner left corner
China Daily Website

Sorrell: Nation's firms ready to go global

Updated: 2013-06-08 10:36
()
Sorrell: Nation's firms ready to go global

The Chengdu High-Tech Development Zone is a major driver for the city to go global, as its local companies are promoting their brand names to overseas while a lot of international big names have set up operations there. Provided to China Daily

Sorrell: Nation's firms ready to go global

Sorrell: Nation's firms ready to go global

Sorrell: Nation's firms ready to go global

Intl expansion to create more business for WPP

Martin Sorrell, CEO of the world's largest advertising company WPP Group, sees great potential for his company to grow further in Chengdu because he believes many Chinese companies in the city have the potential to expand internationally.

Sorrell, 68, is a respected figure in the global advertising industry and a speaker at this year's Fortune Global Forum in Chengdu which opens today. He says he will be staying in Chengdu for two weeks to meet potential clients.

"I'm using the conference in Chengdu as a hook to meet Chinese companies that we think not only have opportunities to brand and develop their market in China but also abroad," Sorrell says.

Sorrell said that the city is important to China's growth because it helps the western region catch up with the rapid development in coastal cities like Beijing and Shanghai.

As the host of this year's Fortune Global Forum, Chengdu will show the world a fuller picture of what China offers, he said.

"When people think about the US, they think about New York and Washington DC. But it's not. It is also Detroit, Chicago, Dallas and the West Coast. Likewise, I do think you have to think about China in a much broader way," Sorrell said.

Sorrell is regarded as a pioneer in the advertising industry and a major driving force behind the consolidation of the global communications industry in the past two decades.

In 1985, Sorrell privately invested in Wire and Plastic Products, a British wire shopping basket manufacturer, and joined it full time as chief executive in 1986.

He then started a series of acquisitions for under-priced advertising-related companies, a strategy that eventually made WPP the world's largest advertising company by revenue.

China operations

Fully convinced of the nation's growth potential, Sorrell played a key role in WPP's expansion in China. In 2012, the country became WPP's third-largest market after the US and UK, with a revenue of $1.3 billion.

Several companies under the WPP network were among the first marketing and public relations companies to open offices in China, including Ogilvy & Mather in 1981, Hill & Knowlton in 1984 and Young & Rubicam in 1985.

WPP companies have also won many high-profile contracts and clients in China, including the organizing committees of the Beijing Olympic Games and Shanghai World Expo, and some of the largest Chinese companies, such as China Mobile, ZTE, Suning Appliances and Lenovo.

A number of WPP Group companies already have operations in Chengdu, including Burson-Marsteller, Ogilvy & Mather, GroupM and Hill & Knowlton.

In the wake of the tragic Wenchuan earthquake in 2008, Ogilvy & Mather worked with the Chengdu government to help rebuild the province's reputation and image as a business and tourist destination.

Ogilvy was the developer of the Panda Ambassador campaign worldwide, which was intended to raise Chengdu's global profile. The campaign's strategies included painting pandas on taxis and organizing exhibitions of panda-themed paintings in big cities internationally.

As a part of WPP's corporate social responsibility work, it funded the reconstruction of a primary school in Guangyuan city near Chengdu that was devastated during the earthquake. The donations helped fund new school buildings capable of accommodating 150 pupils as well as a dormitory for 45 students and four teachers and a new playground.

From his interactions with Chinese clients, Sorrell has observed that Chinese companies are increasingly recognizing the need to develop branding.

"Traditionally, they have focused on developing a good product, which has a lot of (brand) awareness and is at the right price points for Chinese consumers, but had no price premium," Sorrell said.

Awareness to loyalty

Sorrell said that awareness is different from loyalty. He said that many Chinese companies have built awareness through good distribution channels, but only loyalty generates a price premium.

By comparison, foreign brands have done a better job at cultivating brand loyalty in China, but they lose to Chinese brands on market penetration partly because they are too expensive for Chinese consumers from lower-tier cities.

To explain the benefits of branding, Sorrell cites BrandZ Top 50 most valuable Chinese brands, a report WPP has produced annually since 2010.

Calculations are made by stripping away financial components from corporate earnings to derive the company's brand value.

According to the 2013 report, the top 50 Chinese brands grew by 5.8 percent in stock market value in the 14 months ending in September 2012, whereas the Morgan Stanley Capital International China Index, a weighted index of Chinese stocks, declined by 5.6 percent.

A more stark demonstration of this trend is shown by the performance of BrandZ top 10 most valuable Chinese brands, which rose by 29.2 percent in value over the same period.

"BrandZ shows demonstrably those companies that have invested in their brands are good investments. As China's 12th Five-Year Plan (2011-15) kicks in, social security will become a safety net as people don't have to worry about their health anymore, so service will be more important (in differentiating brands)," Sorrell says.

The 2013 BrandZ report said that key factors contributing to the development of brand value in China include response to consumer demand, innovation, investment in brand building campaigns, strategic plans to repair reputations damaged by safety issues, and forming alliances with reputable international brands.

The report gave high rankings to many Chinese technology companies and financial services companies, including China Mobile, Industrial and Commercial Bank of China, China Construction Bank, Baidu and Tencent.

Sorrell said that Chinese brands are also starting to focus on adapting to consumer requirements when they compete on the international stage. This is an aspect that local enterprises may have neglected because the nation's large population of consumers provides them with a constant source of ready buyers.

"The problem with Chinese companies is that they are blessed with a market of 1.3 billion people - the American market only has 300 million," Sorrell said, explaining that such an advantage can act as a disincentive for some Chinese companies to internationalize.

"So I remember the chairman of China Mobile saying to me when they bought Paktel in Pakistan that Paktel only has 10 million customers, whereas China Mobile adds five million customers every month," Sorrell said.

"It prompts you to question, 'Why bother with Paktel, when in two months, you can add the same number of consumers?'"

International growth

While Chinese companies may only have good reason to expand globally after the domestic market becomes saturated, they must prepare early for international growth, Sorrell said.

"(Focusing only on the domestic market) would be a strategy that would run out of road quickly. We're seeing massive investments from Chinese companies in Latin America, Europe and Africa. Chinese companies are increasingly aware of the international opportunities," he said.

He says one good example is the Chinese white goods company Haier, which won many contracts for its air conditioners in America's student accommodation market.

"They had to manufacture highly effective units, but they had out-competed Japanese manufacturers. It is a considerable achievement for Haier because Japanese companies like Sony and Mitsubishi dominated many export categories before China's industrial revolution started," Sorrell said.

He says that another good example is Lenovo, which started thinking more internationally about customers' needs after buying IBM's PC division in 2005, adding that he believes many more Chinese brands will follow this path.

"The simple truth is that China has been a manufacturing hotbed for decades because of cheap labor. Costs are starting to rise, and Chinese manufacturers now must think differently about what consumers want and be more innovative," Sorrell said.

Sorrell said that Chinese companies will rapidly catch up with Western companies on innovation, although he does not like the idea of implying that the West is ahead.

"China's process will be much more rapid. China has not gone through a PC revolution. China has gone through mobile and smart phones, whereas we went through tablets and then smart phones and smaller screens," he says.

Sorrell said that China's digital revolution, with new platforms like Sina Weibo and Tencent Weixin, has also provided Chinese companies great opportunities to build brands.

"Television and the press will not be as personalized as online media, whether it be search or display or video or mobile," he said.

"The West believes they have some sort of superiority from an innovation point of view. They might at the moment, but it will be challenged as China develops more in the future," Sorrell said.

He said that China will shift from a manufacturing hub to an innovation economy more rapidly than other Asian economies, such as Japan and South Korea, which made this transition not long ago.

"I think the Chinese are different (from Japanese and South Korean companies). They listen very effectively and learn very effectively. Coming from a big trading nation, they are very flexible and react more quickly to changes," Sorrell says.

Chengdu is already in a leading position on the journey to more sustainable and innovative growth, as IT is one of the most privileged industries in the capital of Sichuan province.

Sustainability, innovation and technology are key themes of the Fortune Global Forum from Thursday to Saturday.

"Once Chinese brands get a basic understanding of branding and marketing - which I think they are on their way to doing - they will be extremely powerful. You will see the equivalent of Samsung, Sony and Toyota from China," he says.

cecily.liu@chinadaily.com.cn

 
...
Hot Topics
China launched its second space laboratory, the Tiangong II, on Thursday night, which space officials said will become the country’s largest scientific platform in space.
...
...
久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

    亚洲自拍都市欧美小说| 这里是久久伊人| 中文字幕亚洲欧美在线不卡| 成人精品视频一区二区三区 | 偷拍亚洲欧洲综合| 欧美一三区三区四区免费在线看| 奇米一区二区三区| 久久丝袜美腿综合| 国产精品综合一区二区三区| 国产精品传媒入口麻豆| 在线视频一区二区三| 一区二区在线看| 99久久精品一区| 精品伊人久久久久7777人| 日韩午夜在线影院| 国产麻豆精品theporn| 综合电影一区二区三区 | 9色porny自拍视频一区二区| 亚洲蜜臀av乱码久久精品| 欧美午夜片在线观看| 久久99蜜桃精品| 中文字幕一区日韩精品欧美| 欧美日韩视频专区在线播放| 麻豆一区二区三区| 国产精品欧美极品| www..com久久爱| 夜夜嗨av一区二区三区四季av| 日韩一卡二卡三卡四卡| 国产一区二区三区在线观看免费视频 | 91精品国产综合久久久久久久久久| 久久66热re国产| 亚洲欧美综合色| 欧美一级二级在线观看| 波多野结衣在线一区| 日韩1区2区3区| 亚洲国产精品激情在线观看 | 欧美日韩视频专区在线播放| 国产福利一区二区| 一区二区三区日韩精品视频| 欧美不卡123| 欧美最猛黑人xxxxx猛交| 麻豆精品国产传媒mv男同| 日韩美女啊v在线免费观看| 91麻豆精品国产91久久久久久| 国产成人av影院| 婷婷激情综合网| 中文字幕av资源一区| 欧美一区二区二区| 91网站在线播放| 国产尤物一区二区| 亚洲国产cao| 国产调教视频一区| 91极品美女在线| 天涯成人国产亚洲精品一区av| 欧美高清在线视频| 欧美大尺度电影在线| 91麻豆国产在线观看| 国产精品自拍毛片| 亚洲在线免费播放| 中文在线一区二区| 精品国产免费一区二区三区四区 | 国产精品美女久久久久aⅴ国产馆| 在线综合视频播放| 在线免费不卡视频| 成a人片国产精品| 国模少妇一区二区三区| 亚洲福利一区二区三区| **欧美大码日韩| 欧美激情资源网| 精品国产区一区| 欧美一区二区三区四区视频| 色综合激情五月| 成人av免费观看| 国产精品亚洲第一| 蜜臀av一区二区在线观看| 亚洲第一电影网| 亚洲欧美在线观看| 国产精品人妖ts系列视频| 2020国产精品| 日韩欧美成人一区| 91麻豆精品国产自产在线观看一区 | 久久先锋影音av| 日韩一区二区在线免费观看| 欧美色老头old∨ideo| 色婷婷av一区二区三区大白胸| 成人深夜在线观看| 国产a级毛片一区| 国产精品综合av一区二区国产馆| 狠狠狠色丁香婷婷综合激情 | 亚洲丝袜精品丝袜在线| 国产精品久久影院| 国产欧美日韩亚州综合| 精品福利av导航| 欧美久久久影院| 欧美日韩电影一区| 精品婷婷伊人一区三区三| 日本高清视频一区二区| 日本韩国欧美国产| 欧美日韩精品专区| 色香蕉久久蜜桃| 99久久国产综合精品麻豆| 精品一二线国产| 麻豆91精品91久久久的内涵| 日本aⅴ精品一区二区三区| 蜜臀久久99精品久久久久宅男 | 日产精品久久久久久久性色| 亚洲成人tv网| 亚洲国产日韩在线一区模特| 国产视频在线观看一区二区三区| 精品国产乱码久久久久久闺蜜| 日韩一区二区三区视频在线| 日韩免费高清视频| 日韩精品专区在线| 欧美一区二区免费| 制服丝袜亚洲色图| ww久久中文字幕| 欧美精品一二三| 欧美一区二区三区免费视频| 欧美一区二区三区四区在线观看| 26uuu色噜噜精品一区二区| 日韩免费视频一区二区| 国产欧美一区二区在线观看| 欧美国产一区二区| 国产精品久久久久久久裸模| 亚洲精品中文字幕在线观看| 国产精品国产a| 久久美女高清视频| 国产午夜精品一区二区| 国产调教视频一区| 一区二区三区中文在线观看| 午夜欧美电影在线观看| 蜜臀av性久久久久蜜臀aⅴ| 激情六月婷婷久久| av电影天堂一区二区在线观看| 91精品福利在线| 欧美电影免费观看完整版| 国产日韩欧美不卡| 亚洲精品自拍动漫在线| 免费观看日韩电影| 丁香五精品蜜臀久久久久99网站| 色悠悠久久综合| 91精品国产综合久久精品app| 久久亚洲一区二区三区四区| 国产精品久久久久久久久果冻传媒 | 日韩国产成人精品| 国产麻豆午夜三级精品| 成人av在线网| 欧美日韩亚洲综合一区| 久久久久一区二区三区四区| 亚洲免费在线视频一区 二区| 一区二区三区影院| 久久精品国产**网站演员| 成人午夜短视频| 在线播放91灌醉迷j高跟美女| ww亚洲ww在线观看国产| 一区二区三区四区国产精品| 日韩和欧美一区二区| 国产成人aaa| 欧美视频日韩视频在线观看| 精品捆绑美女sm三区| 国产三级精品在线| 伊人夜夜躁av伊人久久| 美国三级日本三级久久99| 成人福利视频在线看| 欧美日韩激情一区二区| 欧美国产日韩亚洲一区| 五月天欧美精品| 成人免费观看视频| 日韩精品在线看片z| 国产精品久久久久精k8| 亚洲v精品v日韩v欧美v专区| 国产+成+人+亚洲欧洲自线| 欧美日韩一区三区| 国产精品欧美一区喷水| 日韩电影在线一区二区三区| 高清久久久久久| 欧美一区二区视频在线观看2022 | 欧美片网站yy| 亚洲欧洲一区二区在线播放| 蜜桃久久av一区| 在线观看亚洲a| 欧美国产精品中文字幕| 青青草91视频| 91久久免费观看| 国产欧美一区二区精品忘忧草| 亚洲成人免费影院| 国产精品18久久久| 在线观看国产日韩| 国产精品视频在线看| 另类小说欧美激情| 欧美三级中文字幕| 国产精品麻豆一区二区| 免费人成精品欧美精品| 色88888久久久久久影院按摩| 久久久精品免费免费| 日本不卡视频在线| 色视频一区二区| 欧美韩国日本一区| 国产精品综合网| 精品国产污网站|