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Will China Create Its Own Global Brands?

One of the most interesting questions concerning the rise of China is how soon it will start to create its own global brands. The cultural stereotype is that the Chinese are good at copying brands and products, but not so great at inventing their own. But from Haier to Li Ning, there is increasing evidence that globalisation is becoming a priority for mainland companies not only as a strategy to access new markets, but more importantly, to gain the cachet necessary to ensure victory on their own shores. I spoke with Raphael le Masne de Chermont, Executive Chairman of Shanghai Tang, to get his views.