Chinese Companies Need to Think in Global Terms!

Corporate communications has become an essential tool in the hands of companies to sustain in today's market. Very few Chinese companies understand this and most of them are ignorant about establishing their brands in the international market. As a result rest of the world does not know the names of the Chinese companies who are doing really well! And obviously it is a great loss for China.

It is the high time the Chinese brands should start thinking about going global. There is a huge scope in the international market. But the companies till today are mostly concentrating on Corporate communications in china. They have almost no knowledge about developing their image in the global consumer market.  At this juncture, no doubt it will be initially quite difficult for them to compete outside China, but if they can put some well thought positive effort surely they can win the consumer's faith. 

Unfortunately the handful of companies which have some interaction in the global market are already tagged as the 'quantity players' who compete in price rather than quality. The western world has not accepted them positively due to lack of communication. They simply failed to establish their image and defend this negative message.   

Therefore Chinese companies need to be concretely proactive to remove the negative perception and highlight the good performance in reality. They need to make a thorough analysis first. Does the company already have an introduction in the overseas market? Or is it totally an unknown name in the word? Do they have any previous record of media coverage in international market? If yes then is it in their favor? In which industry category is the company thought to be in? If it is a known company then how is it treated by foreign consumers, a Chinese company or an international brand? 

The answer of these questions will help them to chalk out a perfect communication plan which will convey the right message to the target audience across the countries.