As an automobile manufacturer who have always emphasized on "Pure pleasure of driving", "Joy of BMW" is not only its original brand strategy promotion, but also a tribute to the Chinese culture.

作为一向强调“纯粹驾驶乐趣”的汽车制造商，“宝马之悦”既是宝马公司对其原有品牌战略的提升，也是一次对中国文化的致敬。

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When asked why this initial investment in the US failed, Craig Heisner, vice-president of digital operations, explains: "I don't think the original plan adequately presented the heritage of Li Ning as a major Chinese brand founded by a famous Olympian who rose to the top".

BBC: Viewpoint: Why do so few Chinese brands go global?