Export growth and strategy : the case of China's emerging exporters

While there is an influx of foreign investment into China, Chinese companies are also extending their interest overseas. Globalisation takes on various forms: the most common of which is direct exporting while a few chose to establish manufacturing facilities overseas (like Haier). The cases chosen in this article illustrate two different strategies. Galanz dominates the world microwave oven market by acting as original equipment manufacturer (OEM) for many multinational brands and using a cost leadership strategy. Joincare Pharmaceuticals, on the other hand, follows a gradual developmental path of exporting using its flagship brand 'Taitai' from China to the neighbouring Asian countries. Both are able to achieve outstanding performance and are the rising stars of China being labeled as the "hidden dragons". More of these enterprises are expected to emerge in the global competitive arena and ignoring them risk being overtaken by them in the very near future.