Case Study Headlines:
Building Corporate Reputation - How Cotton USA won China’s market
Details:
Building Corporate Reputation – Essential for The Company’s Development in China
With the rapid expansion of multinational companies in China, they are frequently judged as the contributors or harms by the government and its people. Companies with “threat” hats have little room for growth in China. Therefore, it is vital to cultivate a corporate image as a contributor among all levels of governments. With the endorsement of the government, this positive image would be disseminated into the community and society. Doing business with friends is an essential ideology in China, creating a Win-Win with China is the principle of practicing government affairs in China. Working together with government affairs, public relations, marketing, legal, management consulting and other professional teams, the company will build a 360-degree stakeholder management image.
Case Study: How Cotton USA won China’s market
Background: According to its commitments made when it joined the WTO in 2001, China would issue a quota of 894,000 tons per year to allow foreign cotton into the Chinese market.
Challenge: In view of the huge difference in the efficiency of cotton production between China and the US, China was concerned that the entry of US cotton into the Chinese market will inevitably affect the Chinese cotton industry and pose a threat to its cotton farmers' income. Therefore, whether it is a threat or a contributor to China has become the key question that Cotton USA has to answer when entering China.
Solution: In response to this concern, Cotton USA has launched a series of activities to build its brand and win trust.
Approaches:
With the rapid expansion of multinational companies in China, they are frequently judged as the contributors or harms by the government and its people. Companies with “threat” hats have little room for growth in China. Therefore, it is vital to cultivate a corporate image as a contributor among all levels of governments. With the endorsement of the government, this positive image would be disseminated into the community and society. Doing business with friends is an essential ideology in China, creating a Win-Win with China is the principle of practicing government affairs in China. Working together with government affairs, public relations, marketing, legal, management consulting and other professional teams, the company will build a 360-degree stakeholder management image.
Case Study: How Cotton USA won China’s market
Background: According to its commitments made when it joined the WTO in 2001, China would issue a quota of 894,000 tons per year to allow foreign cotton into the Chinese market.
Challenge: In view of the huge difference in the efficiency of cotton production between China and the US, China was concerned that the entry of US cotton into the Chinese market will inevitably affect the Chinese cotton industry and pose a threat to its cotton farmers' income. Therefore, whether it is a threat or a contributor to China has become the key question that Cotton USA has to answer when entering China.
Solution: In response to this concern, Cotton USA has launched a series of activities to build its brand and win trust.
Approaches:
- Position: Cotton USA positioned itself as a useful supplement to China's cotton industry and an active contributor to China's textile industry. It set its image as a high-quality and stable supplier to meet China’s growing needs.
- Stakeholder Mapping: Cotton USA identified China Cotton Association and China Textile Association as the two key partners in China.
- Communication: By communicating with China Cotton Association and China Textile Association on its position and goals in China, Cotton USA had gained trust with these two key allies, and signed a Letter of Intent for Cooperation with them. Through them, Cotton USA continued to explore new and effective methods of publicity, such as policy dialogues conducted by the Chinese government, tag projects and cotton quality forums in collaboration with Chinese companies, as well as a series of promotion activities with Chinese media.
