We were both aware of the defective products from China announced this week by US Consumer Product Safety Commission to find hazardous levels of cadmium in toys for children and even waited a few ruffled feathers strange desensitized.
But while this problem is not big enough for trade relations between the U.S. and China or upend a serious nature which are likely to reflect a new set of import restrictions, use more weight, impart a growing distrust and frustration for the Chinese manufacturing products by U.S. consumers.
The cumulative effect of these quality issues has the potential not only for the export of sensitive in China, but a systemic problem that the variety of products from China, a problem that has caused problems could cause an untold number of American and European consumer products companies and retailers that serve them.
In a series of television ads that began last year with a limited edition of CNN and Asia, today, by various media around the world, Beijing appears to confirm those fears to defend a new communication program, which means that it is Made in China . The new ads carry the slogan Made in China , which in the world.
The ads are funded mainly by the Ministry of Commerce, along with four groups of Chinese trade, and developed by DDB Guoan Beijing. Through them, the Chinese government recognizes that the brand as China faces problems and product quality can be repeated a global media campaign to prevent further damage.
Global Marketing of the country facing such a kit to install the negative publicity is extremely rare. The ads have been developing for some time, but the start of the campaign will spend your time with stories about tainted milk still on the minds of people.
If additional quality problems arise in other industries, the country could also, in a collective and invincible hatred of what it means to have related products in China, responsible for customer choice of Chinese producers, higher prices to avoid Made in China . Unlikely, if such a scenario may seem, the mere presence of ads seem to fear the possible consequences could be serious step. The net effect of the tides shift public opinion could be more destructive than all wars, but more expensive to trade.
The TV spot shows first, the runners on their way through a park, and as a runner, ties his shoes, see the tongue of the shoe, is a label stating: China to the American Sports Technology Made. A taste of home is a clear European perspective for the next scene, a fridge, the label reads in: Made in China, European style. Young people listen to music at a bus stop next to appear, possession of an MP3 player that bears the inscription Made in China with the software in Silicon Valley.
The flash of a photographer is the penultimate, as of almost pictures were taken to see a pic of the mark in a single piece of clothing Made in China with French designers. And finally, a businessman in an airplane looking out the window to see a camera with the letters Made in China, with engineers from around the world. The appearance of the original slogan: If he says Made in China, it actually means Made in China , with the world said the 30-second end pieces manufactured.
These products are attractive possibilities, the lowest of Technology (clothing) for consumer products the most popular (MP3 player, curious to the point, recalling the display model iPod nano), l one of the most technologically advanced products, touching the lives of average consumer, an aircraft engine.
This part of the advertising works both for the benefit of the brand in China and disadvantage: There is no doubt that the planners now hope that the range of products manufactured in China, consumers, recalls how a few problems. At the same time, the screen can cause discomfort awareness by consumers that they are where the next problem is the quality of China is currently listed. Since the screen is generated by the large number and variety of products in China, protecting himself against products manufactured in China is far from impossible.
Although the production value of advertising is not based entirely on Western standards in general is not bad, the overall effect on the role of the observer is mixed. The ability to think strategically in order to understand the role of a global campaign needs to calm fears that China does not play the brand by the government a little more demanding and sensitive. To be able to speak with a coordinated plan to eliminate certain observers of television is most influential, well thought out. On the other hand, shows a hint of what, almost an inferiority complex, all the China brand for which a passive products manufacturer in the world diminished.
It is noteworthy that the combination can not produce the desired effect, and this is an acceptance by China and its role in the global economy does not mean that the author or novel, but as a factory. Ideally, this indicator suggests that China wishes to remind the world what he is doing well, a very wide range of products. At the same time, causing observers to recall the relationship between producer countries, the state and global economy. At worst, the ad reinforces the notion of China as a factory capable of producing at low cost and nothing more.
In a week that saw the leaders of technology, Google, to be deducted from the Chinese government, threatening to leave the country if the company is an uncensored search page, run, it makes sense, if can not be overstated; reflecting the dominance of Beijing.
The Made in China, the world of Made campaign is a movement born of strength, but is an admission that the brand 'China', will show many shortcomings and is still very fragile. The fact that much of the action in the developed world into question its own economic models further complicate the diagnosis of the real China and in balance with the perceived strengths. Made under the bonds to show that announcement by the Chinese government itself that China needs the world as the world needs China, a new memory that communicates energy, mutual trust and a certain weakness.
In its way, the announcement can also serve as a reminder that covers Chinese economy is still much ground to see if they are in competition with Western companies.
Unwittingly, the index should also bring awareness by American and European companies to remain competitive should remain alert to business practices that are better than their peers, focusing more research, product development, marketing and consumer protection.
However, some may feel uncomfortable in this campaign, there is awareness at the highest level in China that the country must do it, reflect and influence to create the working attitudes of consumers. Like many developments in China where the government has shown a necessary step that the industry will follow shortly.
For all the focus on Chinese companies and their role in export markets, companies that have effectively divided and built their own independent brands on their economies on exports is extremely rare, we know little or no l 'outside the circle of work and China, observers of the industry.
Therefore, China brand, if any, as a source-Locator is not related to a particular product or industry. This is probably the reason for such a coordinated media campaign was necessary: if consumers know that the international version of China label, and relate the many stories and the installation of defective products, they begin to purchasing decisions to avoid products made in China.
Moreover, when the recession or a downturn in the U.S., close to the United States draws more established company looking for a marketing advantage in May decided that outsourcing offers benefits to domestic short-term cost savings in the amount of goods manufactured in China is a sovereign. The current weakness called the U.S. Made brand products could start to build so that the Made in China is not only luggage, poor product quality is the person, but a spirit of economic nationalism United States.
On the part of Beijing, it makes sense, now reach far and try to talk directly to U.S. consumers, not only remembered the advantages enjoyed by products manufactured in China, but the extent to which the United States-based companies in Chinese manufacturing.
At a time when the security system of globalization is in question because television arguing that the world has benefited from the production capacity in China, and that the balance of China, the world has gained confidence. But the fact that Beijing believes will be a coordinated campaign proposes to start making these comments about the fact that in many areas outside of China feel just the opposite, and that their position is not my strength as a business or to include some might.
