Where Will China's Famous Brand Choose?

The selection should be in line with the needs of the times.

Reporter: since 2001, China's famous brand has been selected. In the past 10 years, China's famous brand has played a positive role in guiding consumers to buy reassuring products and encouraging enterprises to continuously improve their product quality.

But now public opinion thinks that the selection of famous brands should be dominated by market and consumers or entrust an independent third party organization. What do you think?

Wang Yong: China's famous brand has played a positive role in encouraging enterprises to create brand at the beginning of its birth. However, there are many problems. China's famous brand has been selected for 7 years, and has commended 1957 "Chinese famous brand products". At least more than half of the "Chinese famous brands" are unknown. Many people who specialize in brand research and promotion like me do not know, it is hard to imagine that consumers can be familiar with it.

I personally believe that the evaluation of "China's famous brand" should not be led by the government departments, but rather to the market and consumers.

According to international practice, the detailed data obtained from the independent third party organizations, such as authoritative media or professional academic institutions, are selected. Their results only provide a reference for consumers, and they can be believed or not.

The main business of AQSIQ is the inspection and supervision of product quality, rather than the selection of famous brand products.

The Chinese famous brand products selected by it were virtually granted the "state authority" as a guarantee, because the reputation of the AQSIQ will be affected by the Chinese famous brand accidents, which will further affect the credibility of the government.

Wu Gang: indeed, the government should withdraw from the election.

At present, the pparency of China's famous brand selection is not high. Many of them are black box operations. How can the jury be constituted? What are the selection criteria? Are there any publicity indicators for the indicators and parameters of the enterprises? The standards and stability of the quality assurance system and the supervision system are not included in the selection and selection process.

How can such a vote be convincing? Since we have been on the road of marketization today, the government departments should adjust the positioning of government functions under the background of market economy. It should be the makers and supervisors of the game rules, and can not legislate, act and integrate Guan Lisan. That will inevitably lead to the absence of supervision, so the serious problem is inevitable.

Reporter: How did the famous brand selection abroad come out?

Wang Yong: 1., it is a common practice to support the selection of professional institutions by paying the form of sponsorship by enterprises.

Of course, the premise is that the sponsor can not participate in the selection, otherwise it will be unfair.

2. the selection of professional academic institutions at their own expense.

Some professional academic institutions with large economic strength or large research institutions, such as InterBrand, will also invest in investigation and selection in order to demonstrate their authority and professionalism.

3. selected by authoritative media.

In order to promote the purpose of its own brand, we should take the cost from its own business interests and issuing proceeds to carry out research and selection.

These fees can be regarded as the cost of public relations promotion and event marketing in these media. These inputs can make these publications more concerned. In order to make themselves more authoritative in the readers' minds, the publication itself has to make the list as objective and fair as possible.

4. the appropriation of special funds by the government.

Some countries, such as Japan, are allocated funds from the state to specialized agencies for research and selection.

Giving consumers more rights to vote

Reporter: due to the serious quality problems of some famous brands in China in recent years, consumers are not satisfied with Chinese famous brands. They even feel a conflict. What do you think of this problem?

Liu Xiaofei: the regulatory authorities also supervise and compare the results. The results of the evaluation are lack of authority and credibility, and it is difficult to convince the public. Inevitably, there will be some problems.

In my opinion, first of all, we must clarify the concept of "China's famous brand", which is purely an honorary title. Its validity is 3 years.

This is only a concept of time and can not guarantee its quality for a long time.

The market competition is so fierce that the ups and downs of enterprise management are frequent. It is well-known when appraising, not necessarily known after a year, which is not rigorous and unreasonable in itself.

The quality and technology supervision departments should focus their efforts on supervision, management and inspection of the source of production, and eliminate the unqualified products and shoddy products in the production process. If the emphasis is placed on the evaluation of famous brands and the regulation of the circulation market, the end is reversed.

Lin Shizhu: for Chinese enterprises, the most important thing is not how to integrate the brand and the enterprise effectively, but how to create a credibility and give consumers enough confidence.

Chinese enterprises have the habit of eating by "golden signboard", which is unfavorable to the long-term development of the industry.

Consumers should be given more rights to vote.

Reporter: government supervision should be universal supervision, but the reality is that there is no regular inspection of famous brands.

Why can "Chinese famous brand" be "exempt from inspection"? Is it not an unfair competition?

Wang Yong: I think this should be an act of unfair competition.

Whether it is a famous brand in China or a state exemption from inspection, with such a protective umbrella, enterprises can not participate in quality testing, and are not conducive to protecting consumer safety.

The purpose of exemption is to let enterprises examine themselves, but the moral level of entrepreneurs and operational level is not reassuring now.

Liu Xiaofei: we can not talk about unfair competition, but if we get the Chinese famous brand and exempt products, we can avoid or reduce the quality supervision and inspection, and open the "green light" for its products to enter the consumer market. This is obviously unfair to other enterprises that have not been evaluated by Chinese brand names.

Wu Gang: I think this is just the opposite.

There are many reasons for the reversal. The biggest reason is that after the marketization, the government's management thinking is still planned economy thinking. Just like the super challenge college entrance examination so far, the brand has also made a lifelong test.

As a matter of fact, since famous brands have gained the competitive position with government labels, we should be strict in labeling brands, so that's right.

Just like we are strict with stars and public figures, we need paparazzi to supervise every day.

Reporter: has the title of "China famous brand" helped your business? Will it affect the industry if it is cancelled later?

Lin Shizhu: there must be some help.

For enterprises, honor is more than no pressure, because Chinese consumers believe this.

At the beginning of the commentary, our store's shopping guide will be recommended to customers. It is said that Qipai is a famous brand in China, and customers will react immediately.

But frankly, we later became "numb" about the title, because the popularity of Qipai has been played out, and whether there are "Chinese famous brands" does not matter, so we are basically not going to do much publicity about the honor of "Chinese famous brand".

We prefer to speak through the market.

The abolition of the selection of "China's famous brands" will not have any influence on the garment enterprises that have already grown up. But for those famous companies who lack popularity and strength, there is a shortcut to prove their enterprises through Chinese famous brands.

But everyone is standing on a starting line.