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Article: Two Chinese brands break onto world scene; Why sportswear marketer Li Ning, carmaker Chery are worth watching.
- Article from:
- Advertising Age
- Article date:
- June 15, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: NORMANDY MADDEN
While many big Chinese brands are inward-looking, two are poised to break out internationally: Chery Automobile Co. and sportswear marketer Li Ning. Here's why they are worth watching.
Taking a cue from a Chinese character that means both "crisis'' and "opportunity,'' Chery is turning the global recession that started in the U.S. into an opportunity at home and possibly overseas. China became the world's largest car market in January 2009, years ahead of most experts' estimates. At the same time Americans stopped buying cars, China's government dropped taxes on small-passenger-car sales to jump-start consumption in its own ...