While "Made in China" has long been synonymous with decent yet inexpensive lower-end Chinese products exported worldwide, Chinese manufacturers are striving to move up in the global industrial division to produce more reputable, higher-end products.

The "Centenary Brand and Chinese Dream," a nationwide promotion campaign for national brands, was launched in Beijing on Saturday by the China Council for the Promotion of Nationalities Trade (CCPNT), the society for supporting trade and other economic activities involving Chinese elements.

At the launch ceremony, CCPNT's Deputy Chairman Lan Jun said that the lack of globally renowned Chinese brands doesn't match China's growing strength, evident in having the second largest economy in the world. He called for the transformation of the phrase "Made in China" into "Created in China," during which China's national industries should build themselves up.

"We should showcase not only our innovation power in 'Made in China' products but also our cultural heritage via 'Created in China' ones," said Lan. At the same time, he stressed that these efforts are more the responsibility of the private sector than one for state-owned enterprises.

"The leaders of state-owned enterprises (SOEs) should not be wholly regarded as entrepreneurs but public officials who are responsible for state assets. Entrepreneur is a title more suitable for those working in the private sector," he said.

However, raising Chinese national brands' influence to a global level isn't something that can happen overnight; shaping an internationally recognized and time-honored brand requires the efforts of several generations. Coca Cola, Ford and more recently, Microsoft, are such examples.

The promotion campaign aims at providing a boost to raise the business sector's awareness for building up brand values. Also in the opening ceremony, a 52-episode documentary entitled "National Brands" was launched by China Education Television.

(from China.org.cn)