China firms to refurbish image in overseas advance

While seeking to export higher-quality products, some Chinese enterprises, due to fierce competitions and rising production costs at home, have been taking steps to build up business bases overseas.

Following the footsteps of China's company giants such as Huawei and Haier, the country's small and medium-sized enterprises are also trying to go global.

Data from the National Bureau of Statistics showed Chinese investors have set up 18,000 businesses overseas as of the end of last year.

But the SMEs' increasing presence overseas have encountered a range of problems, including bias from local consumers and misunderstandings of local laws and rules, which, to some extent, have affected the world's perception of Chinese businesses.

Besides respects to the local rules and laws, experts have called for more attention to the corporate social responsibility.

"When companies want to go abroad, CSR is among the most important issues they have to face," said Martin Cauchon, Canada's former minister of justice, at the 2012 APEC SME Summit.

He said eliminations of child labor, environment and anti-corruption are among the most concerned.

Business icon

In addition to product, service and company operation, entrepreneur's personal charisma is a valuable asset in refurnishing China's image in global market, expert said.

"The successes of Microsoft and Apple show how personal influence can promote the image of their company," said Wang Yiwu, director of National Modern Economic Theory Research Institute of Hainan University.

"Bill Gates and Steve Jobs speak for the innovation spirit and global influence of America's IT industry. China also needs its own entrepreneur icon to represent the image of China manufacture, " he said.

Wang suggested that Chinese entrepreneurs take more active role to deliver the concept behind their products and services.

He also called for a more amicable environment for business talents to innovate, as the next-generation of manufacturing will be all about innovation and ideas.