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BIZ CHINA

ORZ. BIZ CHINA. 李嫚玲 俞婷婷 杨蕊. “Made-in-China” to “Made-with-China”. "Made-in-China" ad debuts on CNN Asia. ● Play the advert ● Analysis. ● Trade barriers /anti-dumping investigations ● Chinese goods threat ● Quality of chinese goods. Reasons for the advertising. OUTLINE.

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BIZ CHINA

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  1. ORZ BIZ CHINA 李嫚玲 俞婷婷 杨蕊 www.themegallery.com

  2. “Made-in-China” to “Made-with-China” "Made-in-China" ad debuts on CNN Asia ● Play the advert ● Analysis ● Trade barriers /anti-dumping investigations ● Chinese goods threat ● Quality of chinese goods Reasons for the advertising OUTLINE ● What does China want to convey through "Made-in- China" TV ad ● The effectiveness of the advert Public comments

  3. "Made-in-China" ad debuts on CNN Asia • BACKGROUND • 这一页字体太小 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 It will premiere in Europe and North America.

  4. "Made-in-China" ad debuts on CNN Asia

  5. Contents of the ad Made in China with American sports technology Made in China with technology from Silicon Valley Contents

  6. Contents of the ad Made in China with European Styling Made in China with French designers.

  7. Contents of the ad Made in China with Engineers from all over the world

  8. 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

  9. Reasons of the advertising Trade barriers （贸易壁垒） anti-dumping investigations (反倾销) Quality of chinese goods China goods threat

  10. 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 investigation • Anti-dumping duty (反倾销税) • Anti-dumping law

  11. Knitgoods （针织品） Shoes Steel Anti-dumping 1. Description of the business Vehicle parts（汽车零件） Tire Light Industrial Products The five major kinds of Chinese goods involved in anti-dumping investigation put up by foreign countries.

  12. 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 States • The lack of the overall grasp of international markets——rely simply on low-cost strategy

  13. 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?

  14. Professor comments what message does China want to convey to the international community through this ad? Chinese-made commodities are the result of joint work between China and the world, which is enjoying better-quality products that benefit everyone. 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? It does help though it is costly,but it is a very worthy effort for such a campaign Potential Effect after the made-in-China 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

  15. 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

  16. 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.

  17. ORZ Thank You ! 李嫚玲 杨蕊 俞婷婷 www.themegallery.com

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