In this article, we give an overview of the white goods industry in China and identify the brand implementation strategies being used. We then discuss the importance of building brand strength in this growing market.

Sometimes brands promote themselves visually through a strong identity and flashy advertising. Others take a step back, conduct market research, and clearly map out their brand positioning. Some brands enter the market with a strong presence and disappear overnight; others last for a lifetime. Although different approaches are used, almost every brand has the same goal in mind: to increase brand value.

Over the past decade, China has become a lucrative and growing market for international brands. Dickies, a popular clothing brand in North America, recently opened 2 new retail stores in Shanghai, one in Xinzhuang Parkson and the other in Cloud 9 Shopping Mall. Dickies entered into China last November, and they have opened a total of 7 outlets in Shanghai thus far. 

“Twitter”, the popular social media tool, is today’s new Internet phenomenon. Twitter originally started off as a simple micro-blogging site for letting your friends know “What are you doing now?" in 140 characters or less. Recently Twitter has exploded into a mass media platform and has awakened a lot of companies to how social media can be used to communicate about their brand.

Since the creation of the brand in 1946, Sony has always been a leader in product innovation, with great diversification over the years. Today, Sony is famous for its TVs, Play-Station, mp3 players, semiconductors, music label, and a motion picture company, to name a few. However, this unbridled diversification may explain Sony’s recent difficulties in the market. Because of a lack of focus, Sony is now attacked on multiple fronts by younger and oftentimes more cunning brands, such as LG, Nokia, and Apple.