Chinese Brand Is Promoted To World-Class Brand &Nbsp; Brand Soul Is The Key.

Last week, the China Youth Daily Social Survey Center conducted a survey of 11351 people from 31 provinces (autonomous regions and municipalities directly under the central government) by means of a network of guest surveys. 91.9% of the respondents said they would buy brands to see things, and 50.8% of them looked at them frequently.

What is the most important thing for Chinese brands to become world-class brands?

The purpose of brand evaluation is not to exempt from inspection.

"I used to be influenced by advertisements, and I love to buy some skincare products endorsed by international superstars."

Chen Ming, owner of Taobao online, found that after years of playing abroad, his skin condition has not changed.

"Instead of looking at her mother, she has been using Yu Mei Jing and" 100% antelope "for decades, and many people praise her for keeping well.

"Expensive may not be good, is it a famous brand or a common people's word of mouth?"

Now, Chen Mingyi is going to buy skin care products, and she will go to some beauty forums to see the comments of netizens before making decisions.

Who should decide the name brand? The survey shows that 78.7% of the people choose "the public's reputation", 57% think it is "international influence", and the third place is "market share" (54.4%).

65.1% think that famous brand selection helps to wake up the brand awareness of Chinese enterprises; 55.7% think that it can help China to create a number of famous brands; 53% think it is beneficial to the export of Chinese brands to the international market.

Zhao Ping, director of marketing department of Tsinghua University, believes that famous brands must include two elements: first, the reputation of the market, that is, users' satisfaction and trust in the brand, and the pride in using them; secondly, the popularity of the market, that is, more people in the relevant market know.

Jiang Qingyun, a professor of management at Fudan University, said that the real name brand should be market competition and customer recognition.

He believes that the third party non-governmental organizations will be more credible by using scientific indicators to extract objective data through expert teams for brand evaluation.

"Enterprises should realize that the purpose of brand evaluation is not to exempt from inspection, but to promote brand building."

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Which is more popular among the domestic brands and foreign brands? This survey takes home appliances and sporting goods as an example.

The results showed that the top ranked brand in household appliances brand was Haier (56.5%), followed by SONY (46.7%), and third ranked "beautiful" (42.5%).

The top ten were SIEMENS (41.2%), GREE (36.6%), PHILPS (34.6%), Panasonic (28.8%), Toshiba (20.2%), TCL (19.2%) and LG (18.2%).

Among the sports brands, Nike ranked first (63.1%), followed by Adidas (60.5%) and Lining ranked third and 56.7%.

Ranked fourth to sixth are all domestic brands: Anta (36.8%), 31 degree (24.2%), XTEP (23.7%).

The eighth to ninth brands are all foreign brands:

"Some brands in China are also well known abroad."

Wang Bolin, an overseas student at Swinburne University of science and technology in Australia, found that many foreigners like to buy Lenovo notebook.

"Return shoes are the target of foreign tide people."

Wang Bolin has some friends who often buy a big box of back shoes and bring them to school abroad, which will be very popular.

On the contrary, young people in China wear very little back shoe.

According to the survey, 43.4% of people believe that China has some world-class brand names, and 13.9% think there are "many".

36% of the people felt "less", and 12.6% thought "basically no".

Another 2.9% said they were not sure.

How can China create more world famous brands?

Chen Mu, a five student at Tongji Medical College of Huazhong University of Science and Technology, feels that young people are obsessed with international brand names, half for products and half for brand culture.

"I like Nike more because I agree with the feeling of this brand.

Its advertisement is brief, but there is a clear sense of value in it: to do the best and to work hard towards the goal.

What is the most lacking of Chinese brands to become world-class brands? In the survey, 71.3% of the respondents preferred "brand soul", followed by "core value" (54.4%), followed by "comprehensive strength" (49.4%) and "quality" (49.4%).

Others include: Management (39.9%), tolerance (34.8%), top talent (25.5%), capital (22.8%), policy support (13.8%), strategy (3.9%), etc.

Jiang Qingyun believes that to become a world-class brand, first of all, we must have enough market share in the international market, and second, we must have our own brand value appeal.

"Brand positioning should be clear, stable and sustainable.

Some enterprises blindly change their brand image after acquiring international brand names. As a result, the new market image has not been established, and has lost the past DNA, but it has problems.

The change of brand appeal should be based on a deep study of consumer demand.

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"There is still a certain gap between Chinese brands in core technology development, personnel training, manufacturing equipment and technology level."

Zhao Ping believes that, first, Chinese entrepreneurs should formulate the development strategy of enterprises from the perspective of continuous growth of enterprises, including brand strategy; second, we must constantly strive for perfection and keep improving in quality; third, the government can encourage and guide enterprises to create popular brand names through the demonstration effect, and help enterprises to promote brands overseas.

We must ensure enough investment, including capital, technology, talents, publicity and promotion, and continuous improvement of quality.

How can China build more world-class brands? 74.9% of people think that enterprises need to pay more attention to product quality and service; 65.7% think that enterprises must master core technology; 53.7% of them hope that leaders have international vision and feelings; 26.6% think they need to strengthen policy guidance and support.