Although Chinese firms shine in terms of quality, price, and design, they still haven’t fully connected with the emotions of international customers.
When the massive Chinese electric vehicle company
BYD recently surpassed Tesla
in global sales, headlines celebrated a milestone in the ongoing EV race. It was a moment of triumph for a Chinese home-grown brand that, not too long ago, was little known outside Asia.
Past this achievement lies an even lesser-discussed development: While BYD has surpassed Tesla in terms of sales, the truly compelling transformation is how it’s starting to focus on building a strong, enduring brand.
For many years, Chinese companies have made their mark globally by virtue of their impressive size, rapid pace, and competitive prices.
engineering
. What BYD has begun to show is that to compete globally at the highest level, Chinese brands must also learn to inspire.
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This implies going beyond just selling advanced goods; it involves sharing concepts, personas, and tales that deeply connect with viewers well outside of China’s boundaries. To put it differently, achievements won’t be judged only by sales figures or patent submissions anymore, but rather by the quality of the stories conveyed and their ability to forge connections.
BYD’s change is nuanced yet substantial. Previously recognized primarily for affordable electric vehicles, the company has transitioned into a brand centered around a distinct lifestyle appeal. Their automobiles now feature internationally attractive monikers such as Dolphin and Seal, and their advertising strategy has pivoted from emphasizing technical details to highlighting emotive experiences. The narrative isn’t merely “we excel at producing EVs” anymore; instead, it conveys “we grasp your aspirations for feeling in tomorrow’s transportation landscape.”
This change is significant because Tesla didn’t just advance through superior engineering; it also sparked a cultural movement.
Elon Musk
framed Tesla as a mission-driven brand – one built on climate action, energy independence and the future of humanity. Love him or not, Musk understood that the emotional dimension of branding is often more powerful than the product itself.
BYD seems to be learning this lesson, and it shows a path forward for many Chinese brands.
China is, by all objective measures, a global tech superpower. It is a world leader in
clean energy deployment
,
artificial intelligence
,
digital payments
and, increasingly, consumer electronics
.
Chinese firms are transforming sectors across the board.
Southeast Asia
to
Africa
However, only a handful of Chinese brands have managed to become deeply ingrained in the hearts of international consumers as they have.
Apple
,
Nike
or even
Samsung
.
Although Chinese brands typically emphasize functionality, they frequently overlook how their brand is perceived. They excel at manufacturing products, yet haven’t always excelled at crafting narratives. More often than not, they display strength rather than character.
This goes beyond a mere branding mistake; it’s actually a significant strategic lapse.
Today’s global customers aren’t merely selecting items; they’re embracing personas. Instead of simply considering “Does it function?” they ponder “Does it align with my self-image?” and “Am I willing to associate myself with what this company represents?”
U.S. and South Korean firms have long grasped this concept. The achievements of corporations such as Apple or
LG
Has consistently relied just as heavily on storytelling as on supply chains. These brands weave their offerings into a broader tale of lifestyle, creativity, or prestige.
In contrast, Chinese brands often lean towards themes of
technological superiority
,
national pride
or
sheer market competitiveness.
These communications might make an impact, yet they seldom encourage engagement. They communicate through the lens of accomplishment rather than connection. For China to truly develop as a form of soft power—not merely as a leader in production or construction—its brands should reflect the aspirations and self-identities of people outside itself, instead of solely showcasing its ambitions.
There is no shortage of cultural material to draw from. Chinese values such as
collectivism
,
harmony with nature
and the
pursuit of shared prosperity
are deeply relevant in a world grappling with
climate change
,
inequality
And social division. However, for these principles to spread worldwide, they should be conveyed via narratives rather than numbers — through personalities, not catchphrases.
Take
TikTok
, potentially China’s most emotionally resonant export so far. Its appeal stems from more than just its algorithms; it thrives on enabling personal expression. This is a space where everyone has the chance to be heard. It goes beyond demonstrating Chinese technology—it showcases human ingenuity.
This strategy can also be applied to Chinese fashion, film, consumer products, and even electric vehicles. Should firms such as BYD manage to go past focusing solely on performance indicators and start crafting emotionally engaging stories, they could dominate not only in sales figures but also in public perception.
Brand building isn’t just an additional consideration; it’s the deliberate articulation of identity and aspirations. Amidst today’s abundance of options, brands serve as quick emotional cues for decision-making. As we place greater importance on trustworthiness, genuineness, and core beliefs, brands capable of fostering connections will surpass those that simply provide utility.
Chinese brands have the ability to make an impression. This is something the global market recognizes. However, their future success hinges on their capacity to inspire, share narratives that resonate with audiences, and transition from simply spreading efficiency to conveying emotions.
This moment could go down in history as more than just BYD overtaking Tesla; it might signify a significant transition. The ascent of Chinese companies is undeniable. However, public perception of their growth will depend not only on their creations but also on their values—and how those principles are communicated.
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The article initially appeared on the South China Morning Post (www.scmp.com), which serves as the premier source for news coverage of China and Asia.
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