Is There Any Shortcut To International Brands?

For a while, it has been " Poor country The hat has been thrown into China in the Pacific Ocean, and now it has become the third largest economy in the world, and even beyond Japan. Correspondingly, Chinese brands are becoming more and more competitive. Although the top 500 brands in China are mostly central enterprises and state-owned enterprises, they are even more concentrated in monopolistic industries. But many Chinese brands are bigger and stronger, and their ambition to rush out of Asia to the world is becoming higher and higher. It is necessary to have ideals, dreams and ambitions for the development of the brand, but it is necessary to have strategies, strategies and methods, otherwise it can only be a nightmare.

As a result, Chinese companies are always thinking about being able to become "overnight". international brand "Super shortcuts", so the so-called "international brands" with all kinds of problems have become the Hercules pill in the eyes of many domestic enterprises, and imagine that these so-called international brands can instantly inject energy into their enterprises and move from home to the world overnight. But countless bloody facts prove that there is a lack of strategic importance to the overall industry. Anticipation ability In the absence of strong resource integration capabilities and lack of brand operation capability, the "adoptive" international brand will eventually become a bridal dress for others; the international brand of "smuggling" will eventually be exposed to all kinds of people, and the international brand of "smuggling" will eventually become a KITTY cat if the weather is like gossamer. This is precisely the judgement of Professor Lang Xianping. "New imperialism" is such a "invasion" of Chinese brands, we must not cause excessive vigilance.

First, brand smuggling: either heaven or hell.

First of all, we must open our eyes and not smuggle the "foreign garbage" brand; more importantly, we must not turn the brand with high gold content into "foreign garbage". In the past, Lenovo bought the brand, BENQ bought SIEMENS mobile brand, and TCL annexed Tom. In general, it can not be called success. The latter two can be regarded as a loss of capital. The road of internationalization is not only a smooth road, but even the international dream is shattered.

Lenovo acquired the biggest failure after its acquisition of Thinkpad: first, it did not defend Thinkpad's pure international brand lineage; it did not maintain its brand independence; instead, it put it under the brand of the Lennovo mother brand, so that "Princess marrying down" finally became a "common people". Two, Thinkpad products had a trend towards lower end in Lenovo. Not only the original loyal consumers were hurt, no longer loyal, nor could they attract new customers to join in, and they were caught in the embarrassing situation.

If Lenovo and Thinkpad are the typical cases of integrated failure, BENQ and SIEMENS mobile, TCL and Thomson are truly lacking in eye, and they will directly bring foreign garbage into the world. At that time, SIEMENS's mobile phone brand had been on the decline, and Thompson's advantage in the CTR field had completely lost its competitiveness in the era of flat-panel TV. In this sense, the smuggling of BENQ and TCL is undoubtedly inevitable.

Even the brand merger of Geely and Volvo, which has attracted wide attention recently, is not as optimistic as some other experts and media. The most fundamental motive of Geely's acquisition of Volvo is simply to use Volvo's high-end and international brand value to elevate the brand and brand image of the whole brand, reversing the bad impression of Geely for low-end cars, and finding a key to open up the high-end market. In this regard, it is not very lucky to say that Volvo is still struggling with the loss of Ford every year. At least, I do not have much hope when I move to Geely. The core technology can not be fully transfered, and the value of Geely's acquisition of Volvo is greatly reduced.

Last year, another scrambled Sichuan Tengzhong merger Hummer incident was a classic case of a few Chinese companies that swept away the international brand in recent years. As the saying goes, what we need is what we need. Before Sichuan Tengzhong was unknown in the country, it was lack of popularity, and the information on the acquisition of Hummer was finally taken off. In the end, it did not take practical action. The main media and the public were not aware of the high temperature of Tengchong brand. Geely is short of high-end lineage. She wants to buy Volvo, but she is afraid that instead of lifting Geely, she will dilute Volvo's high-end lineage. 1 billion 800 million dollars must not just be a highly inflated pride.

Two, brand smuggling: half of the flame, half of the ice.

The inferiority complex of some Chinese brands has prompted them to try to get a "waistcoat" even if they are the most local brands, and the bad habits of Chinese consumers who worshiping foreigners are also driving power for these enterprises to take risks. There are two situations in the so-called brand smuggling: one is to directly claim that they are from abroad, and how appealing the United States is in Europe, and how popular the products are; two, through the form of brand registration abroad, and then deceive consumers in the domestic market with international brands. In these two cases, no matter how smart they are, in the end, they must be "mistaken for the life of Qing Qing". Once the face of a fake foreign devil is exposed, it is inevitable that everyone shouting and fighting like a rat in the street.

Typical negative textbooks are numerous. For example, the European floor that had already died suddenly, and the brand name of a domestic milk powder that has been constantly questioned by European brands, is believed to come from Shanxi, China. It also has a disguise that it misleads consumers as a brand name brand of Japanese brands. From brand name to product packaging design, it is very Oriental. And at present, a brand of Chinese textile leading enterprise is claimed to be a pure Paris brand. It was founded by three top French designers, and there are hundreds of stores in Europe, and by relevant media reporters in Paris, there is no real shop presence. It is foreseeable that, after the opening of the window, both the confidence of these brands and enterprises and the sales volume of products will be devastating. In our real life, there must be more "hidden brands" which are hidden well and haven't been revealed for the time being. For these brands, it is the best choice to turn over a new leaf and hide the foreign identity as soon as possible.

The brand smuggling behavior is half the flame. It is heated by the interest stimulation and confuses the consumer with the glamour. Half of it is the ice cave. When the camouflage is stripped off layer by layer, it is the deadline of the brand. To persuade the Chinese brand that is eager for quick success and instant benefit, the brand is first of all a kind of trust. A good lie can deceive consumers for a while, but it can not be a lifetime. The road of brand smuggling is always a dead end.

Three. Brand adoption: high wisdom of giving and receiving.

Brand building must take a long period of time, a lot of money, a lot of energy. If the operation is right, it is also a good idea to introduce a famous international brand with a market base. But if the operation is not proper, it will be a child who can't bear the wolf, and can't help watching the child who has grown up with hardship.

Brand adoption is a brand leasing in a popular sense, and the key point is about the duration of the lease. The international brands which are leased are not owned by domestic enterprises, but they have the right to use them. Short term rental, if the market performance is not good, the loss is not only a large number of rental costs, but also a waste of the "opportunity cost". After all, the market does not wait for the opportunity no longer to come. The deeper concern is that short-term brand leasing, once the market performs well, will be recovered by the brand owners on time when the contract expires, and then they will easily take over the already established Jiangshan.

In this respect, the adoption mode of China trend group is commendable. At the cost of US $35 million, we can get the brand permanent right of Kappa in mainland China and Macao. You are optimistic about the permanent right to operate. It is also because it is "forever adoption" instead of the whole acquisition. We have retained Kappa as an excellent gene of Italy brand, and implemented the marketing strategy that is in line with the laws of the Chinese market. The achievement of Kappa in the Chinese market is obvious to all. Perhaps inspired by trend group, Anta has also used the price of about 357 million 700 thousand yuan to obtain the franchise of Fila brand in mainland China, Hongkong and Macao. As for the effect of Anta's integration with Fila, we can wait.

Four, the end note: Chinese brand internationalization, on the road

For the vast majority of Chinese brands, the road to internationalization still has a long way to go. But to remind domestic enterprises who are devoted to the rapid development of international brand camps, we should pay attention to three points:

First, avoid quick success and instant benefits. International brands are coming out step by step. First, the Chinese market is the key, and then step by step to win, similar to Haier, HUAWEI, and internationalization.

Two, it is not the brand that produces high-end products to become an international brand. The key of TOYOTA's recent troubles in the North American market is to sacrifice cheap weapons. Of course, the premise of low price is that the quality is not low; most of Procter & Gamble's products are not high-end, and they also call for a worldwide appeal.

Three, even if the international brand is to be acquired, it is necessary to have a clear understanding of what its brand needs and whether the other party's brand can satisfy its wishes. It needs a comprehensive, systematic and long-term value assessment, and prepares a series of hardware and software matching. Otherwise, it can only be excited for a while.

In short, from domestic brands to international brands, they rely more on one step at a time, instead of buying them at one time, making up for the rush of doctors, or short term rents. "Brand smuggling", "brand smuggling" and "brand adoption" are mostly not about flowers and applause, but everywhere thorns and unexpected traps.