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BIZ CHINA
李嫚玲 俞婷婷 杨蕊
“Made-in-China” to “Made-with-China”
● Play the advert ● Analysis
● Trade barriers /anti-dumping investigations ● Chinese goods threat● Quality of chinese goods
● What does China want to convey through "Made-in- China" TV ad ● The effectiveness of the advert
OUTLINE
"Made-in-China" ad debuts on CNN Asia
Reasons for the
advertising
Public comments
"Made-in-China" ad debuts on CNN Asia
The government has launched its first-ever global ad campaign
Commissioned by the Ministry of Commerce(商务部 ) and a number of trade bodies（贸易机构）
The advertising will last six weeks
BACKGROUND这一页字体太小
It will premiere in Europe and North America.
"Made-in-China" ad debuts on CNN Asia
Contents of the ad
Made in China with technology from Silicon Valley Contents
Made in China with American sports technology
Contents of the ad
Made in China with French designers.
Made in China with European Styling
Contents of the ad
Made in China with Engineers from all over the world
Analysis of the ad
Theme:
"Made in China, made with the world".
Products used in daily life involving cooperation between different firms.
Highlight how Chinese and overseas firms work together to produce high-quality goods
Reasons of the advertising
Trade barriers （贸易壁垒）
anti-dumping investigations
( 反倾销 )
Trade barriers （贸易壁垒）
anti-dumping investigations
( 反倾销 )
China goods threat
China goods threat
Quality of chinese goods
Quality of chinese goods
Anti-dumping
Definition :Intended to discourage importation
and sale of foreign-made goods at prices substantially below domestic prices for the same items.
Related words:Anti-dumping investigationAnti-dumping duty (反倾销税 )Anti-dumping law
Anti-dumping
Steel
Shoes
Knitgoods（针织品）
1. Description of the business
Tire
The five major kinds of Chinese goods involved in anti-dumping investigation put up by foreign countries.
Light Industrial Products
Vehicle parts（汽车零件）
Why do overseas governments launch anti-dumping investigation to China?
Export structure ： textile industry, light industry, agricultural and sideline(农副产品 )——labor-intensive industries
Market structure：the concentrated export market——65% of
exportation in Europe and the United StatesThe lack of the overall grasp of international markets
——rely simply on low-cost strategy
China goods threat(中国商品威胁论 ) Examples? Why?
Quality of chinese goods（中国商品质量问题） Examples? Actions? Influence toward other countries and china?
Professor comments
Chinese-made commodities are the result of joint work between China and the world, which is enjoying better-quality products that benefit everyone.
It does help though it is costly,but it is a very worthy effort for such a campaign
Enhance the “soft power”of our country and reduce the trade friction(贸易摩擦 ) Correct the foreigners’ cognitive bias about Chinese products
what message does China want to convey to the
international community through this ad?
will it change the thinking of foreign audiences about Made In China products? an
ad on major western media is an effective way to improve China's image?
Potential Effect after the made-in-China campaign
Public comments
it could be beneficial for China to pol-ish and reinforce the reputation of "Made in China" products.
——Zhou Shijian, former trade official for China
the government is trying to persuade the world not to bar conspicuous Chinese commodities.
——Yu Guoming, associate dean of the School of
Journalism at Renmin University of China
Public comments
To shape a national brand is necessary for China to make it to the world.
To campaign “made-in-China” is not as good as “designed-in-China”
Made-in-China is the root of the deep problem of Chinese economy.
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李嫚玲 杨蕊 俞婷婷
