B&R brings global op­por­tu­ni­ties for do­mes­tic brands to strengthen hori­zons: Nielsen

Global Times - - Biz Overview -

The China-pro­posed Belt and Road (B&R) ini­tia­tive of­fers op­por­tu­ni­ties for the in­ter­na­tional growth Chi­nese brands, lead­ing global per­for­mance man­age­ment com­pany Nielsen said on Tues­day.

“As a new driver of glob­al­iza­tion, the B&R ini­tia­tive is help­ing com­pa­nies stretch their in­ter­na­tional hori­zons and grow,” said Zhao Xinyu, pres­i­dent of Nielsen China, at the Chi­nese Brand Global Strate­gic De­vel­op­ment Fo­rum or­ga­nized by Nielsen with the sup­port of the China In­ter­na­tional Coun­cil for the Pro­mo­tion of Multi­na­tional Cor­po­ra­tions (CICPMC).

Zhao said that smart­phones, ve­hi­cles, e-com­merce and fast-mov­ing con­sumer goods are four ar­eas that can be ex­pected to show re­ally fast growth.

He noted that Nielsen branches have a huge pres­ence in coun­tries and re­gions along the B&R routes.

Meng Xiaosu, vice chair­man of the CICPMC, told the Global Times on Tues­day that the B&R ini­tia­tive is more tar­geted than ear­lier ini­tia­tives.

“The B&R mar­kets are fast-grow­ing emerg­ing mar­kets with huge growth po­ten­tial due to their de­vel­op­men­tal stages,” Meng said.

Man­ag­ing di­rec­tors from Nielsen of­fices in Egypt, In­done­sia, the Philip­pines and Tur­key shared their in­sights on con­sump­tion trends in var­i­ous mar­kets and sug­ges­tions on how to suc­ceed.

Nearly all those coun­tries have young pop­u­la­tions and fast growth rates.

“Cur­rently, Len­ovo and Huawei are the most rec­og­nized brands in Tur­key,” Di­dem Sek­erel Er­do­gan, man­ag­ing di­rec­tor of Nielsen Tur­key, told the Global Times Tues­day.

“We see a con­cen­tra­tion of Chi­nese com­pa­nies in the tech­nol­ogy, telecom­mu­ni­ca­tions and in­fras­truc­ture sec­tors, but we ex­pect more Chi­nese brands in the re­tail and e-com­merce sec­tors to en­ter Tur­key very soon. There are strong brands in such sec­tors in China.”

Choos­ing the right niche mar­ket and lo­cal part­ners are key ap­proaches in com­pa­nies’ lo­cal­iza­tion strat­egy, ex­perts from Niel­son said.

Ac­cord­ing to Niel­son, even though the B&R ini­tia­tive means great op­por­tu­ni­ties for com­pa­nies, huge dif­fer­ences in po­lit­i­cal, eco­nomic, cul­tural and le­gal sys­tems of var­i­ous mar­kets must be taken into ac­count.

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