Some of the emerging Chinese brands enjoy greater market share abroad than they do in China. For example, the handset manufacturer One Plus is better known overseas than in China, where they trail local leaders. One Plus even made it into Time Magazine’s “Top 10 Gadgets 2015” list. These smaller brands manage their brands quite differently compared with the major brands.
 
Daisy King
Head of China Specialty Practice
Burson-Marsteller
Daisy.King@bm.com