作者：Larry Romanoff
译者：珍珠
It is a matter of urban legend in the West that
China has no international brands. With brand warfare
being the current rage, so many articles in so many Western media take apparent
pleasure in mocking and denigrating China for the apparent inability of Chinese
companies to either produce a brand attractive to Westerners or to effectively
market it in the West. One article in the Wall Street Journal claimed China
could build ipads and high-speed trains, but can’t even make its own fancy
handbag. There is much truth in the claim that few Chinese brands have
escaped their domestic environment to find comfortable residence in Western
countries, though the insinuation that this has been due to Chinese
shortcomings is not justified. The reasons lie elsewhere, as we will
see.
中国没有国际品牌，这是西方城市的传说。随着品牌战的盛行，许多西方媒体上的许多文章显然乐于嘲笑和诋毁中国，因为中国公司显然无法生产出对西方人有吸引力的品牌，也无法在西方有效营销。《华尔街日报》的一篇文章声称，中国可以制造ipad和高铁，但甚至不能制造自己的高档手提包。很少有中国品牌逃离国内环境，在西方国家找到舒适的住所，这一说法是有道理的，尽管暗示这是由于中国的缺点造成的说法是不合理的。正如我们将看到的那样，原因在其他地方。
