Chinese brand globalisation:
China has been considered as world factory for a long time. The manufacturers in China have all the resources they need, however there’s no single chinese global brand in this field yet.
Approaching BOTTEGA VENETA and Herm?s branding strategies and history as example. Adapt to relevant branding and supply management theories. Examine related government polices and support. Using Zappo (onlne retailer and manufacture) case, examine the corn value of this brand and how can a Chinese manufacturer learn from this case.
The aim of this report is to find out the reasons and barriers of golbalisation of Chinese brand and the solutions.