Why Doesn't China List The Best Brands In The World?

With the constant exposure of the media, the issue of counterfeit Ejiao and fake purple sand pot has again been the main reason for China's manufacturing. On the contrary, just a few days ago, the Washington Post published an article on "made in China", causing widespread concern in the domestic media. The title of this article is "how to pursue brand innovation in the post China manufacturing era". The article revolves around a theme that is why China lacks world-class brands.

This is a controversial topic, and we give up a lot of profits because we have no brand names in Europe, America, Japan and other countries. We learned about the specific content of this article through a short video.

Commentary:

The Washington Post reporter went to the street to ask such a question. Please tell us the name of a Chinese brand quickly. Japan has SONY, Mexico has Corona, Germany has BMW, Korea has Samsung, China has... ?

In the street interviews, many people can count the brands of many countries, but it is hard to say a brand that can represent China. So the Washington Post published such an article that China overtook Germany as the world's second largest exporter last year 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. Without a strong global brand, it means that China can only do the "world factory" which is engaged in heavy labor. The huge profits have been obtained by foreign designers and engineers. For example, Apple Corp has a large number of iPhone made in China. If iPhone's high-end mobile phone sells for $750, only $25 can stay in China.

U.S.A Business Week Since 2006, magazine has released the world's best brand ranking for four consecutive years, but China, which has 1 million 700 thousand domestic brands, does not have a list of brands. World famous brand products and excellent enterprises are important signs of national economic competitiveness, and are also a comprehensive reflection of the quality of a country's economic operation. Now, as a "world factory", China needs its own brand to prove itself. If there is not one or more world brands, how can China be overshadowed?

Shui Junyi:

So this figure, Mr. Zhang, is still very worrying and gives people a little chill.

China is the world's second largest exporter and 1 million 700 thousand domestic brand. In the world top 100 list, we are zero. How do we see the four words "made in China"?

Commenting on how far Chinese brands are from world famous brands.

Zhang Yansheng, director of the Foreign Economic Research Institute of the national development and Reform Commission,

We will find that the current "made in China" really ascends to the world and is transformed from a big manufacturing country into a powerful country in the world. We still have a long way to go.

Let me give you a simple example. Just now I saw so many world famous brands in front of us. There are Samsung in Korea, Germany in BMW, what do China have? I immediately think of it in my mind. There are red flags in China. But we say that the red flag is the symbol of the brand car in the eyes of the Chinese people. But with the red flag becoming the world's famous brand, we should think about what kind of efforts it needs to make, and you will find it all in all. Because we know that to become a brand is actually not just a manufacturing process. It must be creative. It must be the crystallization of talents and wisdom. There must be a car, a good product, a good service and a good reputation all over the world. This is a direction for China.

Commenting on the world's top 100 brands, China has no place.

Shui Junyi:

Actually, I think the title of our program today is a little bit of a false title. "1 million 700 thousand: 0, where is China's famous brand?" Actually, I believe there are many answers, but there are none. How to answer, because this involves too many aspects. Let's take a look at the list of the best brands in the world in 2009. Let's see that none of the top 20 is China. But we found a problem: Coca-Cola, IBM, Microsoft, NOKIA, including TOYOTA, and so on. Next, HP, Mercedes Benz, Gillette, Gillette, Samsung, and so on are almost all processed and sold in China.

Zhang Yansheng:

Yes.

Shui Junyi:

And this is just like the video clip mentioned just now. Our Chinese OEM, or the manufacture of incoming materials, we make too much profit. Let's say a IPHONE, which is the fashionable mobile phone now, for 750 dollars, earning only 20 dollars or 30 dollars. Large profits actually go abroad.

Zhang Yansheng:

That's true.

Shui Junyi:

How can we do that? This is a question that we should consider, but at the same time we should try to make up for it.

Zhang Yansheng:

Yes, that's true.

This remedial thing, I think so.

Shui Junyi:

How to transform?

Commenting on the transformation of "made in China"

Zhang Yansheng:

How to transform? For example, when we say that China's Haier and Haier in China invest in the United States, they divide their transformation into three steps.

The first step is to enter the world stage, the American market, first of all, how to produce the mainstream products in the US market.

The second step is how to enter the mainstream of the world stage like the United States.

The third step is how to build local brands recognized by local consumers.

Expert opinion from OEM to brand to world famous brand is the direction of China's transformation.

You will find that each of these three steps is a big stage. In this way, in fact, we will find that from OEM to brand From brand to brand, from famous brand to world famous brand, you will find that there is a great change in the middle of the process, that is, the first 30 years, mainly the low price, the main contributor is the sweat of migrant workers.

Expert opinion from low price to differential is a great progress.

We say that in the future? Then we will find that low price is not a world famous brand. We need to differentiate. We need to innovate and create. The core of innovation is talent.

Shui Junyi:

That is wisdom.

Zhang Yansheng:

Wisdom. Because we know that real brands become famous brands and become world famous brands. They are made up of knowledge and intangible assets, that is, for China.

Commenting " Made in China Facing transformation

Shui Junyi:

In fact, we have another problem with this brand name. I noticed that you recently mentioned in a domestic media interview that it is bound to increase our labor costs in China. When China's labor costs are rising, other countries and regions will replace some of the low cost advantages of "made in China". What should we do next? You should be from "made in China" to "China's innovation".

Commenting on manufacturing and creating China.

Zhang Yansheng:

That's the concept.

In fact, I have divided the past 30 years and the next 30 years into two stages. In the past 30 years, our competitive advantages are low cost, low price and low cost. In the next 30 years, our cost is not low, our price is not low. What do we rely on to compete? We rely on what we say is good, that is to say, my value added is high.