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Category: Translations

Huawei Chinese smartphone brand

« Chinese brands must find their own voice »

Posted by MHC on January 25, 2019January 23, 2019 in News, Press Review, Translations

John Hegarty, co-founder of advertising agency TBWA, believes that Chinese brands lack confidence in themselves on the global stage. In his opinion, they should learn more from the history and strengths of China itself. Published by the Chinese edition of…

Xiaomi China Brand

The problem with Chinese brands advertising in The Economist magazine

Posted by MHC on January 18, 2019January 21, 2019 in News, Press Review, Translations

Chinese academic He Jiaxun writes in a CGTN op-ed that Chinese brands going global should convey more values, in particular by using Chinese symbols. « Successful corporate branding can lend itself to the growth of the country’s soft power. » This…

D&G - SCMP

D&G scandal : a case study for Chinese brands too

Posted by MHC on December 14, 2018December 14, 2018 in News, Press Review, Translations

Dolce & Gabbana fiasco continues to make waves. In the Chinese media, some articles encourage Chinese brands to learn from this blunder.

GXG, Tmall

GXG, the brand that makes the link between LVMH and Alibaba

Posted by MHC on November 23, 2018January 7, 2020 in News, Press Review, Translations

In partnership with Tmall, the men’s fashion retailer GXG opens physical smart stores. The goal is to collect data on its customers and return to « the essence of retail. » “Why GXG won over both LVMH and Alibaba” This title introduces…

TCL Moulin Rouge Paris

TCL to assert its identity as a global “Chinese brand” 

Posted by MHC on November 16, 2018November 16, 2018 in News, Press Review, Translations

The consumer electronics multinational believes to be one of the « big Chinese brands (大国品牌). » But what exactly is a “Chinese brand” ? « TCL is willing to represent Chinese brands on the world stage, to refresh their image and to export…

Geely Auto Group, Lin Jie

Lin Jie (Geely Auto Group) : « Chinese brands are upgrading. »

Posted by MHC on September 15, 2018September 15, 2018 in Press Review, Translations

  At the Chengdu Motor Show, Lin Jie (林杰), vice president of Chinese automaker Geely (吉利), owner of Volvo, gave an interview to the Sina Auto portal. He spoke in particular about the group’s new high-end brand, Lynk & Co…

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