Innovation and Competition


Know Your Competition – Stay Ahead of the Game

Competition Through Innovation

Innovative Chinese champions are putting increasing pressure on Western companies. They are rapidly developing new technologies, buying into innovative industries and conquering new markets abroad - often with government assistance.

In global competition, the newcomers from the Far East are not only catching up technologically, they are also imposing their own standards. In the digital economy, they are leapfrogging analog development stages. The strategic plans Made in China 2025, China Standards 2030 and the National Intellectual Property Strategy are fueling the Chinese innovation offensive even more.

The focus of Chinese innovation is on future technologies such as 5G, Artificial Intelligence, speech and image recognition, and Virtual Reality – as well as application areas such as Autonomous Driving, Smart Cities, and the industrial Internet. In addition, there are new IT solutions through Big Data, Cloud and Quantum Computing.

German and European companies must face up to the pressure to innovate. Only if they know the strategies of Asian competitors can they identify risks, close security gaps and secure their market position - or enter into promising cooperative ventures. 

Only Those Who Know the Opportunities and Risks Can Act in Time

CHINABRAND is experienced in the fields of technology and market analysis and competitive intelligence. With the help of competent and excellently networked local researchers and the latest Chinese software tools, we identify, analyze and evaluate technology and market developments and potential competitors or partners from China. Through systematic monitoring, we provide our clients with answers to the following questions:

  • How are the future markets in China developing?
  • What strategies and tactics are the Chinese companies relevant to us pursuing?
  • Which products, technologies, innovations and IP do they rely on in international competition?
  • What measures can help protect their own interests?

 With its many years of expertise and excellent contacts in China, CHINABRAND is a reliable partner at the side of well-known German and European companies.


Call us under +49 (0) 89 - 321 212 800 or write us an e-mail:

Truma Mechanical Technology Shanghai

"The working process with CHINABRAND in the context of a comprehensive and detailed cost analysis was very effective. Both in terms of time and cost, absolutely within budget. The ongoing project information and documentation was exemplary."

Christian Geisreiter, CEO

Case Studies
Analysis of Chinese Competitors

Through its Chinese subsidiary, a German producer of cleaning technology came to know about the rise of an until then insignificant local competitor. CHINABRAND discovered that the company had made major investments in the expansion of its production capacity. The competitor was dedicated to tap the Chinese domestic market with its own brand, especially via e-commerce. Furthermore, CHINABRAND found evidence that the company had set up an R&D center, engaging about 200 developers and engineers. Based on these findings, our client was able to react to the new competitor in time and hence, adjust its own business strategy adequately.

In Search of a Chinese Partner

A Swiss engineering company considered its entry into the Chinese market. Opportunities linked with this project were evaluated by the means of a feasibility study as well as the assessment of potential partners. On that account, our client could initiate and successfully accomplish an M&A project with a former Chinese competitor. After the successful acquisition of the Chinese company, our client can now declare its products as "made in China" and thus, enjoys advantages in state tenders.

Entering the Chinese Market

A German brand manufacturer of kitchen installations wished to further strengthen its presence in the Chinese market through an expansion of its e-commerce activities. CHINABRAND conducted specific research on relevant foreign and local competitors’ e-commerce business of which guidance for its client could then be derived. Thorough analysis of Chinese e-commerce marketplaces showed which platforms were best suited for presenting a German premium brand in the field of kitchen technology.

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