China is not only a world factory, but also needs to catch up with other countries in terms of brand. In order to change "made in China" into "created in China" and "made with wisdom in China", we need to make great efforts in brand internationalization. Zhao Lei, chairman of LZ Consulting, a French firm with more than a decade of experience in providing investment services to Chinese companies in Europe, said in a recent interview with the Dong-A Ilbo that "The prevention and control effect of COVID-19 in Europe is far less effective than in China. A large number of enterprises, including some large and medium-sized enterprises, have closed down, leaving some market gaps. This provides an opportunity for Chinese companies to expand their investment in Europe and further enhance their brand influence."

To continuously enhance the brand's influence overseas, local political, economic and legal stability is required. Many developed European countries have relatively sound legal, tax and financial systems, which are conducive to the long-term development of enterprises. "Foreign companies investing in countries such as France and Germany can receive the same treatment as local companies, except in special industries," zhao said. In addition, European consumers are more rational, and the market and consumption are growing steadily even in the face of the pandemic. This is very conducive to the choice of market entry point for enterprises to carry out long-term investment. There is no need to worry about the risk of big changes in the market."

Zhao believes that cross-border e-commerce is now an important channel for Chinese products to enter Europe. As the epidemic has triggered an increase in online shopping, many European countries still have a lot of room for growth in online consumption, which is conducive to the expansion of Chinese companies and products, since Chinese companies are relatively mature in the field of e-commerce sales.

At the same time, different industries have different ways of expanding their brand presence in Europe. Zhao Lei said, "In the electronics industry, Huawei has been in France for more than a decade. Its product quality has won the recognition of many consumers. Huawei enters the European market with its core technology. Haier makes different brand strategies according to different national conditions and cultures. In the winery and hotel industry, Chinese enterprises mainly make their layout through mergers and acquisitions, such as Changyu and Moutai acquiring European wineries, and Jinjiang International acquiring French Louvre Hotel Group. Enterprises should follow the market and choose a reasonable layout according to the characteristics of the industry."

As the epidemic has slowed economic development in many European countries, many companies and brands need overseas investors and markets. According to Zhao Lei, this is also an opportunity for Chinese companies to introduce European brands, which have a long history and global influence. In addition, Europe has very strict verification and quality inspection to ensure the quality of products.