“Made in China” stood for cheap and bad quality. But times are changing, very fast, as Chinese luxury brands become aspirational, tells branding expert Shaun Rein, author of The End of Copycat China: The Rise of Creativity, Innovation, and Individualism in Asia at the BBC.
Some of the Chinese luxury brands and products showing finding appeal with native consumers (as well as showing up on shelves worldwide) include The Herborist, Ye Mingzi, Bao Bao Wan and farmed caviar.
“Before, people were embarrassed about anything coming out of China. This is no longer the case,” said Shaun Rein, author of The End of Copycat China and founder of consulting firm China Market Research Group. “Overall it’s an exciting time for Chinese brands. People are looking for a Chinese lifestyle they can aspire to.”
Shaun Rein is visiting the USA most of July this year. Event organizers in the US can for that reason save on retaining him as a speaker. Read or message here.
Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.