On 17 December 2012 the Chinese Ministry of Commerce
("MOFCOM") promulgated the Guiding Opinions on Promoting
Brand Consumption in China (the "Opinions"). The Opinions
are not particularly interesting for what they do but for what they
signal as to MOFCOM's attitude towards brands, and in
particular the importance placed upon the building and developing
of Chinese brands.
The main concepts embodied in the Opinions are as follows:
Brands Matter
It is clear on a number of fronts, that the Chinese authorities
are not content with China being relegated to producing for foreign
brand owners or for producing no-name brand products.
Proper branding results in higher sales at higher prices. The
Opinions reflect that MOFCOM considers the cultivation of Chinese
brands, and also the encouragement of international brands within
China, as an important piece in their strategy to develop
Sino-foreign trade and international economic cooperation to a
higher level.
