Innovation crucial for Chinese brands to go global, say entrepreneurs

Innovation and pursuing new technological breakthroughs are the key for Chinese brands to go global, said guests at a China Media Group (CMG) event.

The CMG's CCTV business channel recorded its New Year's Eve Speech program at the National Aquatics Center in Beijing on Dec 26. The event invited business leaders from prominent Chinese manufacturing enterprises to share their experiences in expanding into global markets.

Gao Dekang, founder and chairman of Bosideng, one of China's leading clothing brands, shared the company's journey to globalization. He said that through innovation, Bosideng is currently supporting extreme adventure activities with excellent technology, and successfully achieved its goal of expanding from the Chinese market to the world.

"Around 2014, we faced unprecedented challenges. Changes in the external environment and the aging of brand awareness put us in a difficult situation. At the critical moment, we reclaimed our original intention, focused on the main channel, reshaped the brand power, product power, and channel power, and did our utmost to specialize in down jackets. In 2018, based on our achievements, we positioned the brand as a high-end one, and strengthened the integration of international high-potential resources and the internationalization of the brand. We integrated the creative design and technological functions of Eastern and Western cultures and demonstrated the professional strength and fashion creativity of Chinese brands to the world," Gao said.

Wang Wei, executive president of Chinese dairy giant Yili, shared how the company built a global dairy innovation center through full industry chain layout and technology research and development.

Wang said Yili's breakthroughs in its global production network has won a worldwide reputation for Chinese dairy products.

"We currently have 81 production bases around the world. The production of milk has now been fully digitized and intelligent. The smart brain controls the entire workshop, and modern equipment such as unmanned vehicles, mechanical arms and robots is readily available. We now also have the world's fastest filling machine, with 11 packs of milk coming off the line every second," Wang said.

In addition to the Yili Global Innovation Center in Inner Mongolia, the company also has innovation centers in the Netherlands and New Zealand, bringing together top scientists from around the world.

In their speeches at the CMG event, entrepreneurs said that in the future, Chinese brands will continue to focus on quality and innovation and shine more brightly in the global market.

Innovation crucial for Chinese brands to go global, say entrepreneurs

With the Year of the Snake a little more than three weeks away, accessories and gifts theming featuring the zodiac animal sign ranging from traditional embroidered sachets to modern gold jewelry are surging in popularity across China, with demand notably increasing.

In Qingyang City, located in northwest China's Gansu Province, a sachet-making company is bustling to fulfill orders for the final batch of snake-themed sachets.

The company's manager said there has been a significant surge in orders for the product.

"Order for snake-themed sachets have increased by 40 percent compared to before," said Jin Liangliang, the manager.

In Beichuan Qiang Autonomous County, part of Mianyang in southwest China's Sichuan Province, Chen Yunzhen, an inheritor of traditional Qiang embroidery, has also designed a snake-themed sachet.

With the snake adorned with iconic flowers of the area at its head and tail, the sachet is filled with mugwort and features a coin symbolizing prosperity.

"Here is a coin we designed, which carries the wish that the gift receiver will have no lack of money to spend in the entire year. We hope that everyone who sees this little snake will have a prosperous year and see their wishes come true," Chen said.

Meanwhile, gold stores in Zhengzhou, the capital of central China's Henan Province, are experiencing a surge in sales.

Young consumers are particularly attracted to lightweight, modern gold accessories featuring snake motifs.

These include charming designs, such as the coiled snake, which are popular for their dainty sizes and diversified style.

"These snake-themed accessories highlight what is lovable about snakes, especially when paired with bracelets that carry auspicious meanings. They sell really well, with sales doubling those of last month," said Niu Lina, a store manager at one of the city's gold shops.

Snake-themed gifts surge in popularity across China