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How Far Is China'S Shoe Brand From The World'S Brand?

2010/6/9 11:09:00 51

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This year, in the "top 100 list of the world's most valuable brands in 2009" released by the US consulting firm Inter-brand, only 9 brands in Asia were listed.

In September 2009, the US Business Week magazine and the international brand group jointly released the "2009 best brand list". More than half of the American enterprises were listed. In Japan, Germany, France and other countries, several enterprises were listed on the list.

In the 4 consecutive years (2006 - 2009), "the world's best brand ranking", Chinese brands are hard to find.

The current international market is the competition between technology and brand. With the number of famous brand products, it has become one of the important signs to measure the overall competitiveness of an enterprise, region and country.

However, China's great country has 1 million 700 thousand domestic brands, but no brand has a place in the top 100 list of the world.

China's footwear industry is one of the top in the world, with a large number of brands, but Chinese brands have been unable to expand the international high-end market, and in the domestic consumer market, top brands are almost monopolized by international brands.

What are these?

Some analysts said that China

enterprise

In the short term sales performance, the brand's long-term profitability is sacrificed.

Unable to resist the temptation to get rich quickly, ignoring the harm of running brand for many years, we adopted the practice of killing the goose that lays eggs and drying the fish.

This is a common fault among Chinese entrepreneurs. Yes, this is a common practice in the development of Chinese enterprises. But it is not only the problem that Chinese brands can not enter the international brand.

First, the brand awareness of Chinese enterprises is weak.

Famous multinational corporations have brand names, which are their most important assets. They describe their brands as "trust value assets between enterprises and consumers".

Multinationals vigorously create brand names and constantly improve brand competitiveness in maintaining high product prices.

However, in many parts of China and some state-owned enterprises, brand awareness is weak and lack of crisis awareness. Instead of taking the brand as an intangible asset, they actively accumulate, do not attach importance to technological innovation and product upgrading, and expect to rely on the old brand to eat for a lifetime, so that many famous products gradually lose their competitive edge.

Facing the competition of multinational corporations, domestic enterprises have not been able to establish brand awareness and formulate brand strategy to promote business strategy. Chinese enterprises should create brand, brand positioning and enhance brand awareness. The ultimate goal is to create and enhance the value of brand assets, so that enterprises can maintain long-term growth advantage in competition.

Brand awareness has become the core of international business philosophy, because the increasingly fierce market competition, competition and competition in the global market are increasingly focused on the competition among brands.

Whoever has more famous brand products will have a higher market share. Whoever has high speed economic development will have strong economic strength.

On the contrary, whoever has less famous brand products will lack competitive power. There will be no output value, no profit, no speed and no benefit.

Secondly, the lack of brand management professionals.

Brand management is the competition of talents.

Chinese brands need to gradually run into the world brand forest, and they need highly qualified personnel.

However, the brand manager of Chinese enterprises is in name only.

Professional brand

Talent shortage is an indisputable fact, brand professionals are basically blank, and many enterprises have set up the brand department, but the manager of the brand Department has no say in brand strategy and development.

Chinese enterprises can set up a talent pool to collect such talents from all over the country, including expected salary, employment experience and expertise, so that they can facilitate the selection of enterprises.

This talent pool can even extend its talents to foreign countries.

Finally, the pition attaches importance to short-term interests and ignores long-term interests.

In the eyes of many domestic entrepreneurs, the brand is only for short-term interests. Around the brand building, publicity, promotion, and advocacy, it only doubles profits for 3 to 5 years, and lacks the care, patience and foresight of famous international brands for brand maintenance.

This kind of psychology may be understandable for a newly established small business, but for those who have gone through the storm, it is unthinkable to hold this idea.

Because "

brand

The idea of "always endorsing short-term interests" is that many enterprises in China are making brands for the sake of making brands. They regard the brand as a tool for short-term benefits rather than a brand to promote sustained and healthy development of enterprises, nor is it using brands to provide convenience or other value to consumers.

In other words, many brands have seriously deviated from the true meaning of the brand.

For example, a common phenomenon is that health products that did not have any characteristics or functions, with beautiful or fashionable names, endowed people with unique "selling points", and then launched large-scale advertising bombing, combined with the sales promotion of ulterior motives, and began to "deceive" consumers in the market, and even began to "sell well".

At the very beginning, it was hard for consumers to distinguish true from false.

As a result, the products of some brands have achieved good sales performance, and even become the "famous brand" of a certain region, and even the "famous brand" in larger areas. However, in the long term development, consumers will eventually see the facts and abandon the purchase, thereby sacrificing the long-term interests of enterprises.

Chinese brands still give people the impression that they are of low quality, especially those of Chinese shoes.

How to pform from low quality to international brand requires Chinese enterprises to ponder deeply.

Chinese enterprises can learn from the development process of international famous brands and let Chinese brands enter the world brand as soon as possible.