Chinese home appliance maker Haier’s headquarters in Qingdao, eastern China, in 2014. Casarte is a successful premium brand under Haier. Photo: AP Chinese home appliance maker Haier’s headquarters in Qingdao, eastern China, in 2014. Casarte is a successful premium brand under Haier. Photo: AP
Chinese home appliance maker Haier’s headquarters in Qingdao, eastern China, in 2014. Casarte is a successful premium brand under Haier. Photo: AP
He Jiaxun
Opinion

Opinion

The View by He Jiaxun

While Huawei and Xiaomi have had global success, building the Made in China brand must go beyond big tech

  • As part of its economic transformation, China needs to encourage brand building. For the best lessons, it must look beyond its high-profile tech titans and at traditional manufacturers like home-appliance label Casarte

Chinese home appliance maker Haier’s headquarters in Qingdao, eastern China, in 2014. Casarte is a successful premium brand under Haier. Photo: AP Chinese home appliance maker Haier’s headquarters in Qingdao, eastern China, in 2014. Casarte is a successful premium brand under Haier. Photo: AP
Chinese home appliance maker Haier’s headquarters in Qingdao, eastern China, in 2014. Casarte is a successful premium brand under Haier. Photo: AP
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