The Historical Transformation of China's National Perception

Abstract

Drawing upon the theoretical frameworks of positioning theory and macrohistory, it can be posited that China's economic evolution can be comprehensively elucidated through the lens of innovation, which can be categorized into three distinct stages: stability, depression, and development. Three primary categories of innovations—silk, ceramics, and tea—rather than the Four Great Inventions—paper making, gunpowder, the compass, and printing—were the main drivers of the ancient Chinese economy's growth. The West originally came to identify the East and China with "mystery" and "wealth" through the commerce in silk and porcelain. China finished building the "Celestial Empire" on its own through new categories, new brands, and new positioning. The West originally came to identify the East and China with "mystery" and "wealth" through the trade of silk and porcelain. China finished building the "Celestial Empire" on its own through new categories, new brands, and new positioning. Due to the loss of innovation, China went through a period of economic stagnation, and the voice of the "Celestial Empire" was gradually supplanted by orientalism until being replaced entirely by Made in China. The national perception is being rebuilt in China after 2000 as a result of the nation-branding strategy's introduction and an increase in the number of Chinese companies expanding abroad. This article provides a research foundation for Chinese enterprises to contemplate when formulating their global positioning and international business tactics.