Export Brand Development of China: Lessons Learned and Implications for the Future

Abstract

This paper is a study of Chinese enterprises’ export brand development process. It describes the measures for dealing with their weaknesses, using case study methodology combined with the comparative method, analyzes the development of key Chinese enterprises’ internationalization, and summarizes three typically successful internationalization models currently used: Haier model, Huawei model and Lenovo model. Haier followed the “first easy later hard” approach, that means it went first to developed countries, and then entered the developing countries as the second step. Huawei on the contrary, followed the way of “rural surrounding the urban”, which means that it went to the developing countries first, and then entered the developed countries second. Lenovo realized their enterprise and brand internationalization success by acquiring IBM PC division with its “innovative and entrepreneurial spirit”.

Keywords

• export brand
• internationalization
• Chinese enterprises’ internationalization models
• development
• strategy