Astounding brand credentials call for relentless effort

I have long been an aficionado of simple Western-style dining, but upon moving into a new condo in Toronto, I realized that my culinary preferences were undeniably Chinese.

I soon found myself in need of various cooking appliances. The shopping list quickly filled up with essentials. I needed a water boiler, a rice cooker, and an all-in-one mixer and soup maker suitable for both cold and warm beverages.

Unsurprisingly, my quest for these kitchen gadgets led me to opt for Chinese brands. Even while selecting an air fryer — a recent addition to the kitchenware pantheon — the sleek, compact designs of Chinese brands were more appealing than their bulkier Western counterparts.

I was happy to discover that most of these products were readily available outside of China. This led me to ponder whether these brands held equal allure for local consumers, or if they were even aware of the products' origins.

After briefly talking to my neighbors, I was surprised that they were unaware of the fact.

For some Chinese brands, the country of origin seems to have little bearing on their business success. Customers in the West are drawn to products from companies like Ninebot — known for its self-balancing scooters — and Anker — which produces a wide range of chargers — not due to their affordability, but rather their unparalleled quality.

Indeed, many items in these companies' inventory are priced higher than those sold in China. There are, however, numerous market share-oriented players including digital marketplaces AliExpress and Temu — a newcomer to the Canadian market — that focus on top-line growth.

For these businesses, brand recognition is a luxury; the primary driver behind sales is swift market expansion and cost-effectiveness. Critics though argue that this approach results in significant variations to product quality.

This is a substantial challenge for Chinese brands seeking to establish a presence overseas. Overseas consumers have long equated "Made in China" labels with affordability, and once a brand breaks free from this stereotype and gains in popularity, other factors, such as politics, kick in.

I believe the key to overcoming such challenges is to take the hard approach, such as adapting to local cultural nuances as the stepping stone for brand-building in foreign markets. These include everything from product design and marketing messages to the typography used in instruction manuals.

Marketing material from Chinese brands is quite often a direct translation of their Chinese originals, leaving Western audiences perplexed by phrases like "open the TV".

Similarly, websites that haven't been updated for long do not inspire confidence in the credibility of Chinese brands.

Some may dismiss such attention to detail as a mere pandering to Western tastes and argue that it is unnecessary. However, we must refrain from falling into a nationalist trap.

Adapting to local preferences is a way of demonstrating respect for customers. International brands often create China-specific designs, and while the result may not always be satisfactory, the effort itself is rich in symbolism.

Each year since 2017, May 10 is China Brand Day, a laudable initiative to recognize and celebrate Chinese brands striving to make their mark globally. And, as a person living abroad, I am proud to be able to purchase "Made in China" products of supreme quality.

This is, therefore, an opportune moment to ask whether our brand-building has evolved into a successful business story, and take the necessary steps to move the needle in the right direction.

We must, however, not lose sight of the fact that many Chinese brands with an overseas presence mostly serve the vast Chinese diaspora, with limited reach.

These brands have yet to make a concerted effort to stay relevant to local consumers in their target markets. Numerous factors beyond our control can influence a brand's success overseas, but I believe we can still take meaningful measures to establish a solid foothold.

Creating top-notch products, respecting the market by understanding local consumer preferences, refining our messaging, and thoughtfully introducing the Chinese identity at the right time, will, I believe, represent a meaningful first step toward global success.

The writer is a freelance columnist and communications consultant based in Toronto, Canada.

The views don't necessarily reflect those of China Daily.