RREEF recently issued “the Most Valuable Brands of China” in New York. This was the first time the rankings have been released outside of China. With an increased brand value to 40.869 billion RMB (5.95 billion USD), TCL retains its position as China’s No.1 color TV brand. At the same time, the list of “Founder of the Chinese Brands” was announced for the first time,. TCL Corporation’s Chairman Li Dongsheng was on the list along with seven other entrepreneurs.

The ranking of the 2008 Most Valuable Brands in China covers the 60 most influential consumer brands including Haier, Lenovo and TCL. Displayed in a group in the United States, which has the largest number of international brands, they showcase China’s great achievement in brand construction after 30 years of reform and opening-up. Unlike in the previous years, the organizers this year also issued a list entitled “Founder of the Chinese Brands” for the first time. Eight well-known entrepreneurs, including Zhang Ruimin from Haier, Liu Chuanzhi from Lenovo and Li Dongsheng from TCL, were voted onto the list, hence becoming the Brand Endorser of Chinese brands. The year 2008 is an important year as it celebrates the 30th anniversary of China’s reform and opening-up. Over the past 30 years, many Chinese firms have created their own brands and strengthened their global presence through international competition. During this time, numerous excellent Chinese entrepreneurs have also emerged. The Creators of Chinese B
rands are perfect examples of Chinese enterprises operating under the transition from a planned economy to a market economy. Participating in every step from decision-making process to business practice, they have built up successful enterprises and created the most valuable assets for their businesses and their country, establishing an inseparable relationship between their personal reputations, enterprises and corporate brand images.

Ai Feng, Deputy Director of National Committee for the Promotion of Famous Brand Strategy, who initiated the famous brand strategy in China, said the Most Valuable Brands in China constitute the backbone of China’s economy and represent the excellence of Chinese firms. Strengthening exchanges and cooperation between these enterprises and their foreign counterparts to achieve complementary advantage and mutual benefit not only helps Chinese brands to explore international opportunities but also constitutes an important measure to overcome challenges of operating within a global economy. Industry insiders pointed out that with the improvement of China’s economic standings in the world, international capital operation, such as Lenovo’s purchase of IBM’s PC business and TCL’s acquisition of Thomson and Alcatel, has become an important factor for Chinese companies to develop into international corporations.

TCL Corporation’s Chairman Li Dongsheng said, “If enterprises own independent well-known brands, they can increase their competitiveness on the international market and have better control over the industry. Branding is an important weapon for exploring and seizing both international and domestic markets. Only by integrating resources to meet the requirements of the international marketplace can we create an international brand.”

Over the past 30 years of reform and opening-up, the growth path of TCL Corporation has followed the brand from its initial creation to its establishment as a domestic famous brand and then as an international brand. In 1985, TCL Corporation officially launched the brand name TCL and then gradually developed it into a telephone giant, color TV leader and mobile phone giant. Nowadays, TCL Corporation boasts a lineup of brands, including its own brand TCL and, through acquisitions, other internationally famous brands like Schneider, Thomson, RCA and Alcatel. Covering over 140 countries and regional markets, TCL has truly become an international company In the domestic market, TCL Corporation won the bid for “Home Appliances Go to the Countryside”, a project co-sponsored by the Ministry of Commerce and the Ministry of Finance. With the winning bid for 14 provinces/municipalities to provide 83 products in 4 products categories, including color TV, mobile phone, refrigerator (freezers) and washing machine, brand
TCL has penetrated into the tier 3 and tier 4 markets of China.

Recently, the China Society of Economic Reform, an authoritative professional research organization on reform, organized China’s 30-Year Reform and Opening-Up Forum and Selection Campaign in celebration of the 30th anniversary of China’s reform and opening-up. During the selection process, 30 economic figures who have tremendous contribution to the reform and opening-up in the past 30 years were voted onto the list after evaluation by 100 experts from government, industry, academia and the media. Haier’s Zhang Ruimin, Lenovo’s Liu Chuanzhi and TCL’s Li Dongsheng received the honors, with Li Dongsheng being the only business leader selected from the home appliances industry. As representatives for the great achievements China has made in various sectors and business areas over 30 years of reform and opening-up, they represent the core values of reform, innovation, progress and striving forward, epitomizing the 30-year anniversary of reform and opening-up.

All employees of TCL have made great efforts to achieve the corporate vision to become the most respected and innovative global leading firm. According to sources, TCL also won the award for “Most Influential Sports Marketing of the Chinese Brands” at the awards ceremony for the 2008 Top Chinese Sporting Brands Rankings on Nov. 28th.