“Made in China” Label in

Crisis
 How “Made in China” be
perceived in a scandals
context?
What we’ve read in the past week?

• Foreign media cover stories and articles

talking about the “Made in China” scandals from
many different perspectives.
• What’s western’s reaction towards the scandal?
• Western’s attitude and perception of “Made in
China” label.
What we get out?

• Summing-up, there are 4 different attitudes

towards the “Made in China” scandal.
 Neutral
 Talking the FACT
 Go deeper to China’s problems
 Prejudice & Critical
1. Neutral

• Blame cannot be pushed to either side.

 MNCs also should be responsible for what happened
 If be given a higher price for purchasing , the factories
will use high quality raw materials to produce.
• Not all the products exported from China are unsafe & bad
quality.
• Trade protectionism.
• Sara Bongiorni’s book <A Year without “Made in China”> is
the story about the reality that “Made in China” products
hits American’s home.
• ……
Global Consumers
Benefit from Cheap
China
 That a normal life without Chinese products isn't
possible. That every time I see the words "Made in
China," part of me longs for something I can't
quite put my finger on and another part of me
says, good for China. That we are so deeply tied
to China that I can't envision how we could step
back now.
- Sara Bongiorni, <A year without “Made in China”>

One worrying parallel is the Some trade experts agree

Japanophobia of the 1980s and early that importers,
1990s…trade protectionism… The case particularly large
against China is even weaker than multinationals with
the one against Japan was. Its manufacturing operations
economy is far more open. Though in China or substantial
much poorer than Japan was then, contracts with Chinese
China is already America's fastest- suppliers, were also
2. “Made in China” Fact

• Food/product is unsafe and life-threatening

• Not meet Euro/American high standard
• Bad quality

Resulted from China’s

“Backyard Factory”
From toxic toys to
noxious nightwear,
the list of items
recalled in China
just keeps growing.
- <Financial Times>

Weeks after tainted Chinese

pet food ingredients killed
and sickened thousands of
dogs and cats in the United
States, this country is
facing growing international
pressure to prove that its
food exports are safe to
eat.
3. “Made in China” Opinion

• Such scandal reflects China’s deep-seated

problems
 Environment Pollution
 Unbreathable air, Undrinkable water
 ……
 Labor Abuses
 Low wage, unhuman working condition, without public
welfare
 ……
 Inability of regulation system
 Bureaucratic machinery
 Intellectual property theft
 Lacking of capability to be innovative

Count the True Cost of

Cheap China
 “China is choking on its own
success…China is more like a
teenage smoker with
emphysema.”
- The New York Times

“…tainted and defective products

are a result of a factory system
that allows big corporations to
outsource to contractors here who
routinely violate Chinese labor
laws and cheat workers to reduce - BusinessWeek
4. “Made in China” Prejudice &
Critical
• Wary of “Made in China” label
• Skepticism of “Made in China”
• Fear of China
• China: Fragile Superpower
• "China threat" theory
• ……

The Scandal is Only

Tip of Iceberg
 Who holds different image of “Made in
China”
Subjecti
vity

Conspirac • American politicians

y • Watch dogs in Chinese issues
Theorist • Some American governmental
organizations
Agenda • American / European media
• International trade
Pusher organizations
Fact • Some international public
• European / American Media
organizations
Exposito • Trade organizations
r • American & European
importers
Neutrali • American Chinese Community
• Economists
st • European media &
Objectiv organizations
ity
So, In a Word…

These incidents has exposed the draw-

backs of China’s speed of growth –
difficulties in regulating the high-
speed train of progress.

Potential Damaged Image:

“Broken China”

Losing Faith of “Made in China”

Label once had been cheap-but-good,
while now it’s inexpensive whilst
unreliable.
 There is even some “savvy marketers” –
like DSM Nutritional Products, the only
bulk producer of vitamin C in the West –
promoted products under a label that
said,
"Not Made in China."

Source: BusinessWeek
What’s expectation there of “Made in
China”?

Assumption Suspect
China will be better It won’t change for
With more years
responsibility

• Responsible Global What we see now the

Citizen present China will
• Innovative China.Inc last for decades.
Though, there is talking about
China’s Response
• Four-month special war against poor product
quality.
• CCTV began broadcasting a weeklong television
series “Believe in Made in China”.
• Government is considering setting up recall
system for faulty products.
• Government call for “Innovation-Oriented”
economy.
• China wants to spend the next two decades
moving from “Made in China” to “Invented in
China”.
Now, What’s our Objective?

To Build up Trust of
“Made in China”
Made in China = ?
Made in China
=
古代四大发明
Four Great Inventions
of Ancient China
 Made in China
=
老外喜爱的工艺品
Crafts in
Foreigners’ Favor
 Made in China
=
OEM
iPod, iPhone, DELL PCs, NIKE shoes,

etc.
All Apple products are “Made in China” Or “Assembled in China”
 Made in China
=
现代化中国企业厂房
Mordern Factories
 Lenovo Corp.

HuaWei Corp. A modern Chinese pharmacy factory

Qingdao Beer Museum

 All Rights Reserved!

r: All imgaes and pictures are from varities of websites and sources