When Hollywood Meets Chinese Brands
Published in Sina
(China) on 23 July 2011
by Zhang Yixuan (link to original)
Early in the morning of July 21, Transformers 3: Dark of the Moon was released in China. This movie planted four Chinese brands in it, which has become a hot topic around the world.
This is the first time four Chinese brands have appeared in one American blockbuster. In the past, from the concept of Chinese tradition in “Kung Fu Panda,” to the inspiration for Hallelujah Mountain in “Avatar,” to Chengdu’s beautiful scenery in “Kung Fu Panda 2,” although Chinese elements often appeared in American movies, this has been limited to kung fu, scenery and Chinese tradition in Westerners’ eyes. Until the Transformers movie franchise, where Chinese elements have derived into actual Chinese brands; this change means a lot.
The plantation of Chinese brands into Hollywood blockbusters that represent Western mainstream values means that China is making a big step toward developing an international market for products made in China.
This step results from the hope and efforts of Chinese brands to seek global recognition. For the last 20 years, “made in China” has been popular around the globe, but left an impression of low-end and cheap products. Despite the growing strength of Chinese enterprises, they can’t get out of the image of foundry — “making wedding gowns for others.” Becoming a world-renowned brand and influencing global consumption has become many entrepreneurs’ dream. In order to realize the dream, they have spared no effort in improving their product quality, building premium brands and shaping corporate image. In recent years, many Chinese companies consciously began to use foreign mainstream media outlets to expand their international name recognition. Experience has shown that being involved in others’ context and situations, to make others familiar with the discourse, is the easiest way to communicate smartly. The attention obtained from internationally renowned media outlets of Chinese brands planted in Transformers 3 is a typical example.
Some people say that this is no big deal, since with money one can do anything. However, this is not entirely true. Chinese companies that have previously tried to get into the U.S. and European markets all know that it’s not only money that is required. A company that has money but no branding, or has branding but no effect, or has effect without an image will be rejected. The plantation of four Chinese brands into Transformers 3 means, to some extent, that Chinese brands are increasingly getting recognition from the international market.
The recognition is inseparable from China’s economic miracle to its position as the number two economy in the world and also inseparable from the efforts Chinese companies have made to “go out,” as well as China’s strong performance in the midst of the international financial crisis and the huge potential Chinese market still has.
In recent years, Lenovo acquired IBM and Geely acquired Volvo. Chinese acquisitions have been very active in the world. Western families gradually can’t live without products made in China — from doubt to recognition, from suspicion to relief, from criticism to appreciation, from appreciation to cooperation. Finally, common ground is reached and has sunk deep into people’s hearts — moving hand-in-hand with China means moving hand-in-hand with the future.
However, it’s not hard to find that what’s most enticing in the movie were still high-end luxuries and advanced weapons from the West. China’s daily necessities, like clothes, televisions and computers, were only added ingredients to the mix. This is the reflection of the world’s industrial division of labor in the movie.
Disparity means there is still a potential to grow. China still has a long way to go to gain greater influence and fame. The Chinese government should aid companies in this. There’s still abundant work to do to convey China’s voice and to build Chinese companies’ image through international mainstream communication channels and other common international practices.
(The author is the editor of this newspaper.)
This is the first time four Chinese brands have appeared in one American blockbuster. In the past, from the concept of Chinese tradition in “Kung Fu Panda,” to the inspiration for Hallelujah Mountain in “Avatar,” to Chengdu’s beautiful scenery in “Kung Fu Panda 2,” although Chinese elements often appeared in American movies, this has been limited to kung fu, scenery and Chinese tradition in Westerners’ eyes. Until the Transformers movie franchise, where Chinese elements have derived into actual Chinese brands; this change means a lot.
The plantation of Chinese brands into Hollywood blockbusters that represent Western mainstream values means that China is making a big step toward developing an international market for products made in China.
This step results from the hope and efforts of Chinese brands to seek global recognition. For the last 20 years, “made in China” has been popular around the globe, but left an impression of low-end and cheap products. Despite the growing strength of Chinese enterprises, they can’t get out of the image of foundry — “making wedding gowns for others.” Becoming a world-renowned brand and influencing global consumption has become many entrepreneurs’ dream. In order to realize the dream, they have spared no effort in improving their product quality, building premium brands and shaping corporate image. In recent years, many Chinese companies consciously began to use foreign mainstream media outlets to expand their international name recognition. Experience has shown that being involved in others’ context and situations, to make others familiar with the discourse, is the easiest way to communicate smartly. The attention obtained from internationally renowned media outlets of Chinese brands planted in Transformers 3 is a typical example.
Some people say that this is no big deal, since with money one can do anything. However, this is not entirely true. Chinese companies that have previously tried to get into the U.S. and European markets all know that it’s not only money that is required. A company that has money but no branding, or has branding but no effect, or has effect without an image will be rejected. The plantation of four Chinese brands into Transformers 3 means, to some extent, that Chinese brands are increasingly getting recognition from the international market.
The recognition is inseparable from China’s economic miracle to its position as the number two economy in the world and also inseparable from the efforts Chinese companies have made to “go out,” as well as China’s strong performance in the midst of the international financial crisis and the huge potential Chinese market still has.
In recent years, Lenovo acquired IBM and Geely acquired Volvo. Chinese acquisitions have been very active in the world. Western families gradually can’t live without products made in China — from doubt to recognition, from suspicion to relief, from criticism to appreciation, from appreciation to cooperation. Finally, common ground is reached and has sunk deep into people’s hearts — moving hand-in-hand with China means moving hand-in-hand with the future.
However, it’s not hard to find that what’s most enticing in the movie were still high-end luxuries and advanced weapons from the West. China’s daily necessities, like clothes, televisions and computers, were only added ingredients to the mix. This is the reflection of the world’s industrial division of labor in the movie.
Disparity means there is still a potential to grow. China still has a long way to go to gain greater influence and fame. The Chinese government should aid companies in this. There’s still abundant work to do to convey China’s voice and to build Chinese companies’ image through international mainstream communication channels and other common international practices.
(The author is the editor of this newspaper.)