Image of " Made in China"

 
Made in China is the most recognized label in the world since China has become the biggest exporter globally.  How to maintain the label image has been a huge challenge to China government. 

A series of highly publicized quality scandals in exports from China in the late 2000s has harmed the "Made in China" brand abroad, during which time 40% of product recall in the United States were of imports from China. We all heard the toxic pet food, milk formula, kid toy. All these scandals really damaged the image of "Made in China"  and aroused anti Chinese product mood. 

How did China cope with the challenge? 


1,  Launching a marketing campaign. - "Made in China, Made with the World", 
a 30-second advertisement promoting Chinese-made products has been shown on CNN and other media agencies since Nov. 23, 2009. It tried to delivery a message that  "made in China," are actually " made in China but Designed by world famous companies".  for example, apple choose to label their products with "Designed by Apple in California, Assembled in China" to indicate that even though the products are made in China, the original design was from the US.

2, As more and more Chinese companies emphasize innovation and own their own IP, China is signal the shift of soft power from "made in China" to "created in China". 


3, China is trying to build a national image in the world arena-a modern, peacekeeping and responsible nation. During President Hu's visit in the USA this year, a series of China promotional video were constantly broadcasting in Time Square. 

China is too big to set up a uniform " made in China" image or quality standard. As the economy develops, the image will change positively as that of Made in Japan did.