At the Beijing Olympic Games, what is often mentioned is aiming at China's 1 billion 300 million consumers, especially for China's growing middle class Coca-Cola and other international brands.

However, Chinese brands, including Lenovo, Lining and Huang Chao Jia, are taking the Olympic Games as a catalyst to go abroad: they are promoting products to 5 billion 300 million people outside China, some of whom are the first to enter the eyes of global audiences.

Chinese brands are faced with the challenges that European and American brands do not have: "made in China" is often linked to cheap labor and unsatisfactory quality goods, and many Chinese companies regard the Olympic Games as an opportunity to prove that their country can also produce quality products.

Lining, a sportswear brand competing with Nike and Reebok, lost to an internationally recognized Adidas by becoming an official sponsor of the Olympic Games.

However, during the Olympic Games, Chinese gymnastic and shooting teams wore Lining sportswear.

Anta, a Chinese sports shoe brand that competes with Nike and Puma, has also seized a bit of the timing of the Beijing Olympics.

Whether it is a Chinese brand with many years of overseas experience or the first launch of a marketing offensive to a global audience, the challenges facing all companies are clear: to ensure that consumers do not link China with cheap.