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22.03.2015
With the rising number of Chinese private enterprises going listed in Hong Kong, financial credibility of these listed companies is weighed significantly.
This message (including any attachments) contains confidential information intended for a specific individual and purpose, and is protected by law. While it’s no longer headlines, the recent Google announcement regarding the creation of Alphabet has set forth a flurry of opinions. When a brand as recognizable as Google restructures, it usually aims to take advantage of pre-existing brand equity by expanding upon that brand’s product offerings. Alphabet’s very “Google-like" launch did little to help differentiate it from the powerful master brand. In addition to a visual differentiation, Alphabet must build its own trust and credibility to empower subsidiaries and rally investors. Taking brand implications into account when restructuring a business is not only smart, but also necessary. Ma Huatang, the founder of Tencent, said that he hoped to build a platform (Wechat) and to develop only the most basic rules, then there will be unexpected innovations emerge. Gentlemen analyses Marketing trends, and gives to professionals the best Tips to success in China, with focus on fast moving Digital World. Marketing ChinaMarketing China is a website designed to give you a fresh and up to the minute understanding of the Chinese market.
Marketing to China would like to explain Chinese Business and Marketing to the rest of the world. Roy Lo, Deputy Managing Partner was interviewed by Ming Pao to discuss how the improper disclosure of inside information would lead to insider dealing and affect the stock market directly. Roy Lo, Deputy Managing Partner was interviewed by Hong Kong Economic Journal about the China accounting standards for H-shares companies. Arthur Pang, Partner was interviewed by Classified Post, about our expectation towards CPA Australia Career Expo 2013 and the recruitment planning of SHINEWING in 2013.


Roy Lo was interviewed by Hong Kong Business and he mentioned that the growth of China could make an impact on the IPO market in Hong Kong. Roy Lo, Deputy Managing Partner was interviewed by Ta Kung Pao, about the issue of the disclosure of inside information. Often companies relegate brand to just a logo or a name, but the Google brand is larger than the company and because of that, it’s going to be very difficult to establish Alphabet as independent of Google, here’s why. Until now, Google was organized using a hybrid architecture composed of a “branded house" strategy (where they have used their Google corporate brand across a broad range of products, such as Google Glass and Google Play) and a “house of brands" strategy (where they assembled a portfolio of different brands in which the Google brand is not present, such as with Nest, Fiber, etc). Alphabet is the silent holding company with no products or services of its own and is intended to serve as an umbrella brand over a diverse portfolio of individual brands. Without doing this, Alphabet will not only fall short in being the authority of technology, but also runs the risk of being at the mercy of the Google brand. Aligning the business and brand strategy is vital to Alphabet’s – and any parent company’s – success.
Chinese consumers are very connected and it’s important to be on Internet and to be really activ to attract them.
Gloria So, Risk Manager were interviewed by the Hong Kong Commercial Daily, about the consultation conclusions on proposed changes to the Corporate Governance Code and Corporate Governance Report concerning board diversity.
Any disclosure, copying, or distribution of this message, or the taking of any action based on it, is strictly prohibited. According to a recent HBR article, the plan is for the brand to be in the background to the individual brands making up the portfolio, although it could be used, if desired, as an implicit or explicit endorser brand. Google, however, has intentionally taken an untraditional approach to reorganizing the business and launching the new brand. Page writes, “we are not intending [Alphabet] to be a big consumer brand—the whole point is that Alphabet companies should have independence and develop their own brands." However, instead of existing almost as an anti-brand, as his words imply, Alphabet is already starting to look and feel a lot like Google.
Right now the new brand is benefiting from positive associations, but what happens if Google has a crisis?


If the brand is set up to strictly be a silent holding company, it should walk the walk and make a concerted effort to get out of Google’s shadow. Chinese consumers want to be informed of news, events, products, discounts, any information about brands. Anita Hou, Partner of Specialist Advisory Services were interviewed by RTHK for the programme a€?Hong Kong Connectiona€?, on the topic of a€?Private Enterprisesa€?.
It was suggested that a talent pool for picking INEDs cound be established by SFC or other professional bodies.
However, its important for the Alphabet brand to differentiate from Google in order for this to be effective. Larry Page, Google’s Co-Founder and Alphabet’s CEO writes, "We are still trying to do things other people think are crazy but we are super excited about," acknowledging that they are taking the path less traveled and giving a nod to Google’s esteem for innovation.
Negative stories have already tied Google to unauthorized data sharing and security breaches. Differentiating from one of the most recognizable brands on Earth will be a major challenge, but is critical for Alphabet in order for it to be seen as the separate, parent brand it is intended to be. Users can talk with their friends, can share their photos, and they also can follow firms like clubs or food compagny as Burger King or Starbucks.
An affiliation too close to Google puts Alphabet at risk of taking on negative connotations that may or may not be appropriate for the corporate brand and may ultimately impact on the bottom line.
The QR code is a useful tool to follow firms but they must create an official account in order to avoid fake account. Anita Hou illustrated how forensic accounting has helped to detect suspicious transactions.




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