Nanjing, China (PressExposure) December 04, 2009 -- A morning exerciser is bending over to tie his shoe, on which is written âmade in China with American sports technologyâ; A family is enjoying breakfast and the fridge next to them is marked as âmade in China with European stylistsâ; A super French model is trying on a dress saying âmade in China with French designersâ; A businessman is looking out of the window of an airplane, with which is imprinted âmade in China with engineers from the whole worldâ; A modern girl is walking in the street with a four leaf clover hanging over her neck, on which was engraved âmade in China with Korean artistsâ...
This is a 30-sencond commercial advertisement put into CNN by China ministry of commerce associated with four chambers of commerce in China. It is advertised to tell the world that the phrase âmade-in-Chinaâ is not another name of âbargainâ and to impress people that âmade in Chinaâ is âmade with the worldâ. Just as what the advertisement says in the end, âWhen it says made in China, it really means made with the worldâ, we know that made-in-China products involve cooperation between different firms.
Trade protectionism is gaining ground, resulting in financial crises at present. As a big exporter of goods, China is facing a bigger trade barrier than ever before. âMade-in-Chinaâ is frequently used as an excuse for trade protectionism by some countries. The debut of this advertisement is just at the time to highlight that made-in-China products are of multi-participation from the world and benefit all parties involved. The advertisement jingles deliver us a message that made-in-China, in fact, is a platform to compromise the merits of countries from the whole world. In the age of globalization, as a matter of fact, cooperation and combination of economic entities are becoming increasingly closer. In point of one product, it is a fusion of multi-participation in all procedures from original ideas, designing, manufacturing, brand establishment to marketing, by entities from the world. To promote the national meaning behind made-in-China has well demonstrated the goal of cooperation and mutual-benefits.
Meanwhile, the ad is to show Chinese government administratorsâ theory and practice to establish a national brand, which is commonly comprehended by USA, Japan and some developed European countries. As we all know, Japanese strives for perfection, Americans praise for creation, French pursuit for fashion and Germen keen on accuracy. These countries have exactly established their own national brand images in right way, and highlight their specific images by mass media and modern marketing methods. Hence gains values of the brands.
View from this aspect, it is of great strategic importance for national competitive forces of made-in-China products even Chinese enterprises to make an overall marketing plan for âmade-in-Chinaâ and a long-term national branding strategy aiming to achieve cooperation and mutual benefit. The ad on CNN is a big step to fulfill the target. It has been made its debut by CNN Asia and will soon be displayed to audiences in North America and Europe. Donât forget to chew upon it.