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President of the Center for China and Globalization Wang Huiyao: Promoting China’s Global Profile Through Chinese Brands

Source: Chongqing Daily Date: 2017-05-15

Wang Huiyao, President of the Center for China and Globalization

One focus of attention at the Belt and Road Forum for International Cooperation in Beijing is what China can offer for the world’s development and what challenges Chinese companies have to tackle as they go global.
On May 14, Chongqing Daily interviewed Wang Huiyao, President of the Center for China and Globalization, at the Press Center of the Belt and Road Forum. He said that China needs to work with developing and developed countries as well as international organizations to advance the Belt and Road Initiative. Chinese companies should also work to promote China’s global profile through their brands.
Globalization Never Stops.
Wang believed that the concerns about the end of globalization are unwarranted. Globalization in a traditional sense has indeed encountered with many challenges, which, however, is only reflected in global trade growth lower than GDP growth. For many countries, emerging economies included, globalization has just started and shows no sign of ending.
Wang believes that China needs globalization, like many other countries. Economic globalization is a central part of globalization, and the major players in economic globalization are businesses. A topic worth studying is how to improve globalization in a way that works for all countries, China included.
Countries Should be Open to One Another.
While the Belt and Road Initiative was proposed by China, its goal is to benefit people in all countries, said Wang. Therefore, countries need to work together to make plans and take actions.
One way is that China works with countries involved in the Initiative to be open to one another, inviting developed countries to join them too.
The relevant ideas of the Belt and Road Initiative should be integrated into the plans of UNDP, UNESCO and regional organization through coordination, so that synergies will be created and joint actions will be taken.
Promoting China’s Global Profile Through Brands.
Some of the Chinese brands are yet to be well established on overseas markets and gain popularity among the consumers. Countries along the Belt and Road routes are mostly developing ones. The Chinese government should step up IPR legislation and establish institutions for brand development, so as to build a platform for fair competition. With improved laws, regions, industries and companies should also establish brand promotion centers. Through a national brand management agency, we could foster alliances for brands and promote China’s international profile through these brands.