Why Is China Lacking World-Class Brand? Soft Rib Of Manufacturing

"Quickly name the name of a Chinese brand." "Japan has SONY, Mexico has Corona, Germany has BMW, Korea has Samsung. China has...?"

You are not the only one to be asked. Last year, China replaced Germany as the world's second largest exporter, and is expected to overtake Japan as the world's second largest economy this year. As China's International Drama continues to increase, the lack of world-renowned brands threatens the dream of China's great power. (June 7th economic reference daily)

The above is the first part of the text that the economic reference daily forwarded to the Washington Post that many Westerners could not speak of any Chinese brand. The newspaper said that without a strong global brand, it meant that China could only do the world's factories with heavy labor, but huge profits were obtained by foreign designers and engineers. For example, Apple Corp has a large number of iPhone made in China, but if a high-end mobile phone sells for 750 US dollars, China will be lucky to get 25 dollars.

The Washington Post points to the soft spot made in China. Why China lacks world-class brands? This is a controversial topic. We give away huge profits because we have global brands such as the United States, Europe and Japan, but we do not. Consumers see counterfeit and shoddy, defective mobile phones, electrical appliances that need repeated maintenance. What manufacturers see is probably the blind pursuit of foreign brands by consumers. Even if they are from the same Chinese manufacturer, they stick to international famous brands and Chinese independent brands, and consumers still rush to foreign brands.

In fact, this is a prominent performance of China's brand competitiveness, which is not directly proportional to the gradual enhancement of China's national competitiveness. If we look at the development of China's national competitiveness, although China's total economic output has risen to the third place in the world in the past few years, second only to the United States and Japan, China's color TV, washing machines, refrigerators, clothing shoes and hats and so on will occupy first of the world's output. But in the world's brand forest, China's progress has been strikingly slow. So far, not even a Chinese brand has entered the top 100 in the world.

Last Thursday (June 3rd), only 9 brands in Asia were listed on the top 100 list of the world's most valuable brands in 2009, released by Inter- brand, an American consulting firm. 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.

China is a big Asian country with 1 million 700 thousand domestic brands, but no one has a place in the top 100 list of the world. This shows that although the scale of Chinese enterprises has gone up, the brand value is not high. The main reason is that enterprises have not done well in brand innovation. Brand innovation refers to the enterprise's aim and business philosophy in order to constantly update the product image and corporate image.

When we look at ourselves in the international market, we suddenly find out why Chinese enterprises have been absent for several years in the forest of hundreds of brands in the world. Brand has become the fatal "short board" for Chinese enterprises to share the international feast. The key is that Chinese entrepreneurs ignore the concerns of long-term profits while they value short-term profits. That is to say, Chinese enterprises sacrifice the long-term profitability of the brand when they get short-term sales performance.

Take the footwear industry as an example. At present, China has made 7 billion pairs of shoes every year, which means that one pair of shoes is produced in China. Among them, the manufacturing cost of Qingdao double star shoes and Nike shoes is only 3 to 5 cents, but the price difference between them is 5 times. Chinese brands are now not only difficult to expand the international high-end market, but, in turn, in the domestic consumer market, top brands are almost monopolized by international brands.

The technology competition in today's market is extremely cruel. It can be said that "the winner is the king and the loser is the Kou." In a rapidly changing market, it is very difficult to grasp the direction of future technology development. Even if we can grasp it, we need strong R & D strength and strong capital investment as support. Therefore, without the reputation of the world's reputation, it is almost impossible to maintain the absolute lead in the international market.

Now, China too needs its own brand to prove itself. If there is not one or more world brands, how can China be overshadowed? Because world famous brand products and dominant enterprises are important signs of national economic competitiveness, and are also a comprehensive response to the quality of a country's economic operation. At present, although China's products can also be seen and bought in the world market, there are still too few products in China, especially high-tech enterprises and products. From this point of view, China still has a great distance from the world brand, and China's brand building is still a long way to go.