I really rather like this move, though it seems to be unpopular with the Chinese bloggers.
The Chinese Ministry of Commerce and a few Industry groups have put together a commercial advertising China's place in the global manufacturing chain, and its cooperation with foreign designers. While the negative spin from Steven Lin seems to be based on the downplaying of Chinese innovation capacity and the general siege mentality that's not par for the course for Chinese media commentators, I in general think this is a huge step towards a more mature economy, for a few reasons.
1. It reasserts the value of global trade: China has been overly focused on national brand building, and have been going at it rather cockeyed. They particularly support state-owned companies and conglomerates as opposed to technology driven start-ups. They want to create the next GE not the next Apple, and as we all know GE is a dysfunctional company. Manufacturing is an inherent strength of the Chinese economy if for no other reason than the gigantic population (there are other reasons), taking this attitude shows that "China" (though I'm sure this is a ministerial decision) is interested in working with multinationals, and not against them. This is a more mature internal economic decision (China should be working to build the next Foxconn not the next GE), and shows China taking the high road in regards to protectionism.2. It asserts that China can compete in quality: The chambers of commerce involved in the production of the brand are all chambers that are losing contracts to cheaper places (primarily Bangladesh and Vietnam), and the commercial seems to claim that China is the partner you trust. Which is definitely a step up from China is the partner you can afford.
3. Its the first time the Chinese government has claimed the "Made in China" brand: Which emphasizes point 2. "Made in China" refers to a gigantic number of barely regulated factories over a space of land larger than Europe. China has always been rather resistant towards claiming the brand for its own, because then things like poisoned toothpaste might mean even bigger loss of face. If we can start considering Made in China as a unified brand though, that implies a larger stakeholder position for the owner of that brand.
Looking at China's position economically and demographically it seems pretty clear that over the next 50 years the country's position in the world will be as a medium value manufacturer. Its nice to see the country finally staking out its claim on that spot.