China, like many other developing nations, faces price depression of their products in the global marketplace in lieu of its reputation as a low cost producer. In order to achieve sustainable growth, China understands that it needs to move beyond a low cost production model into higher valueadded products. It is already investing resources into R&D to improve the quality of its products. The ‘go global’ policy aims to create between 30 to 50 national champions by 2010. But more importantly, once these Chinese brand names are established, China has to convince the world that they are brands that deserve a price premium. Hence