Where are China’s global brands?

China wants to build global brands. Today, though, one would be hard pressed to name more than a handful of Chinese brands that have established a presence outside of China. So what are Chinese companies doing to address this issue, and how far along are they on their quest to build global brands?

Nick Leung, Managing Partner of McKinsey’s Greater China Practice, discussed this issue with Daniel Zipser and Hai Ye. Daniel is a Partner in McKinsey’s Shanghai office. Hai is an Associate Partner in Hong Kong.