Chinese enterprises to build brands in consumer electronics

People visit China's Hisense booth atthe 2014 international CES in Las Vegas, the United States, Jan 6, 2014. [Photo/Xinhua]

Echoing Shapiro's remarks, Hisense Executive Vice President Lin Lan agrees told Xinhua: "Not only for Hisense, brand is the most important thing for all the Chinese companies who want to enjoy long-term survival and development."

"Without brand, you can only pick up things other people left. With brand, we have the space and strength to talk about product price," he said.

The major gap between Chinese electronics enterprises and the world's famous enterprises was not their products, Manti said, "It's more about the brand recognition".

Chinese enterprises were "doing a good job" in building their brands, he said.

"Huawei just announced that their brand recognition grew from 25 percent in 2012 to 52 percent in 2013. They doubled their recognition in one year. It's quite amazing," Manti said.

Huawei sold about 52 million smartphones worldwide in 2013, and the company plans to sell 80 million this year. Every year, Huawei invests 10 percent of its total revenue in research and development.

Hisense sold about 2 million TVs and tablets in the United States in 2013 and plans to top 3 million in 2014. Hisense has built two research centers in the US cities of Atlanta and San Diego and announced at the show it would build a US assembly plant to better serve local customers.

Although Chinese brands are now much more recognized, Chinese entrepreneurs remain sober-minded, acknowledging a brand can not be built in a day but needs detailed planning and preparation and a lot of effort.