Chinese companies moving upmarket: the sky's the limit ?

The movement ‘upmarket’ of its businesses enabled China to become the world’s largest economic power in 2014. After a period of increased productivity, and strengthened by dynamic research, Chinese industry has entered into a new phase of marketing on the domestic market and internationally. Today, China has several world leaders in the IT (information technology) and communications sectors, but in other areas its brands are still struggling to gain recognition at a global level. In an attempt to help build a new Chinese dream, Xi Jinping’s government is supporting the strategy of companies which are making up for lost time by strongly marketing their products. Meanwhile, even though French companies feel threatened by their Chinese counterparts, if they can appreciate China and all its cultural and political dimensions, then there is still room for them in the market.