Brand Age &Nbsp; How Much Is The Footwear Brand?

October 21st, the reason why consumers choose to shop is because they buy and use them. brand It will bring material enjoyment and psychological satisfaction and pride.

"One market The LV handbag, priced at 10 thousand yuan, has a direct production cost of around 1000 yuan, but its brand value often exceeds 9000 yuan. But its fans are still in the rush. The reason why the brand can stand out from the market competition and be recognized by the public is not only excellent quality, but also can meet people's specific material needs, and more importantly, it has a higher brand culture content and can bring spiritual enjoyment to people.

In the short term, a manufacturer with no brand will probably get the same brand name as a brand. Sales volume Economic scale and even the same high price. However, as time goes on, manufacturers without brands will not be able to maintain customer loyalty, so the demand and revenue in the future will be greatly reduced. And brands can achieve sustained gains.

"Test the water" intellectual property right financing

A trademark pledge loan of 6 million yuan

With 5 trademarks such as "radar king", we can get 6 million yuan pledge loan from the bank to solve the urgent shortage of funds for enterprises. This is the first time that Wuhan has made loans with trademark pledge.

In August this year, the Wuhan electronics company got 85 thousand electric meters, and it needed 6 million yuan. The Wuhan industry and Commerce Department has helped to make plans to exchange the existing trademark "radar king" and "5 grams" and other letters and trademarks as collateral for loans.

After appraisal by the asset appraisal company, the value of the 5 trademarks (water, gas and electric meter) is 8 million 124 thousand and 600 yuan. The lender Hankou bank agreed to lend 6 million yuan to the trademark pledge. As a result, the company became the first beneficiary of Wuhan's trademark pledge loan.

In September 2nd, the guiding opinions on the pledge of trademark exclusive rights in Hubei were promulgated. It is stipulated that enterprises and other economic organizations in the territory of the province can be used as "borrowers" to pledge their exclusive right to use registered trademarks as legal entities and obtain loans from the lender financial institutions.

Three years ago, Hubei's flower picking tea industry was the first one of the province's trademark pledge financing. The company signed a loan agreement with the Guarantee Corporation and the bank with the pledge of two tea brands, namely "picking flowers" and "department days". Assessed by the company, the net asset value of the two trademark is close to 30 million yuan.

In January of next year, the tea picking industry received the trademark registration certificate of trademark exclusive right issued by the State Trademark Bureau, thus becoming the first one of the province's trademark pledge financing, and secured 8 million yuan guarantee loan.

In recent years, Wuhan is constantly testing water, including trademark, invention patents and other intellectual property pledge loans. In 2008, "Sheng Jia appliance" and "gorgeous environmental protection" two small and medium-sized enterprises shared 8 million yuan loan from the Bank of communications through patent pledge. {page_break}

Value of intangible assets

"10000 yuan LV bag brand is worth 9000 yuan".

"The pledge of loans with corporate trademarks is an endorsement of intangible assets, which embodies the value of the brand, and is also an affirmation of the careful cultivation of brand enterprises." Professor Cao Xinmin, executive deputy director of the intellectual property research center of Zhongnan University of Economics and Law, said. "A LV bag, the lowest price of five thousand or six thousand yuan, more than ten thousand or twenty thousand yuan, and followers are still in the rush. At present, the LV brand produced by the coastal area is absolutely high simulation, but the price is less than two percent. Why? "Professor Cao Xinmin, who studied intellectual property for years, said," this is the value of the brand. "

He said that assets are intangible and brands are valuable. A LV handbag with a price of 10 thousand yuan in the market costs about 1000 yuan directly, but its brand value often exceeds 9000 yuan.

On the surface, brand exists as a registered trademark or registered enterprise name, but it has a real material carrier, and the core of this carrier is product. The reason why enterprises register trademarks and apply for patent protection is to prevent the brand and goodwill that enterprises have been struggling for years.

Now, some manufacturers in China have always felt that their products are no worse than those in Europe and America. What can they sell at low prices? Even if you infringing the goodwill of others, there must be a gap in product technology.

He said that the brand can stand out from the market competition and be recognized by the public, not only with excellent quality, but also to meet the specific material needs of the people, and more importantly, it has a high cultural content and can bring spiritual enjoyment to people.

Professor Cao Xinmin said that the value of intellectual property has been excavated in recent years, and the value of the brand can also be quantified. The value of the brand can be assessed by the intangible assets appraisal institution referring to the international and domestic unified standards. For banks, this is one of the main reasons for lending.

In September this year, the 100 list of China's most valuable brands in sixteenth (2010) was announced in Shanghai. Haier ranked first in brand value for 85 billion 500 million consecutive years, followed by Lenovo (68 billion 600 million yuan), first automobile (52 billion 600 million yuan), Wuliangye (52 billion 600 million yuan), and Gome (52 billion 600 million yuan).

At the beginning of this year, the top 500 list of the world's most valuable brands was released by the British brand value consulting company: the top five were WAL-MART, Google, Coca-Cola, IBM and Microsoft. Among them, WAL-MART still ranks first in the world, with a brand value of 41 billion 365 million US dollars.

"An enterprise without its own brand will be eliminated sooner or later." Cao Xinmin said that since the 2008 financial crisis, a large number of foundry and OEM factories in Guangdong, Fujian, Zhejiang and other coastal areas have been closed down, which is the result of neglecting their own brand building.

In the initial stage of reform and opening up, the Guangdong region took the lead in making "OEM" production, so that many brands in the world put on the "Made in China". It looked like a while, but actually earned only a little cheap money. So far, there are still a large number of foundries in the coastal areas, working for world famous brands, trying to earn stable and meager profits. Unexpectedly, a financial crisis destroyed the dream of most OEM factories.

Take Nike, the world's largest sports shoe manufacturer, as an example. In order to cope with the financial crisis, Nike will change the strategy of placing orders widely, and concentrate on production by a few manufacturers to save money. In March 2009, Nike announced that in the next six months to a year, the cooperation between the 3 Chinese sportswear manufacturers would be terminated and transferred to India, Vietnam, Bangladesh and other countries.

Adidas, another sports brand, is also studying the phased transfer of orders to manufacturers in China to Southeast Asia and other places, which will affect nearly 300 OEM enterprises in the mainland.

What is worse is that Nike and Adidas are their main and even sole customers for these OEM factories that have been engaged in many years. The fate of these foundries can be imagined after the withdrawal of large clients.

According to statistics, many export-oriented enterprises in China are in a state of "manufacturing" and "no creation". At present, only 3/10000 of the enterprises own core technology of intellectual property right now, and 90% of China's export commodities are OEM products. As the 1/3 largest export product in Guangdong Province, the export volume of its own brand accounts for only about 3% of the total export volume of the province. The proportion of independent brands exported by Shanghai and Zhejiang is less than 10%.

In this regard, Professor Cao Xinmin said that in the short term, a manufacturing enterprise without brand will probably get the same sales volume, economic scale and even the same high price compared with the brand enterprises. However, as time goes on, manufacturers without brands will not be able to maintain customer loyalty, and future demand and revenue will be greatly reduced. As a result, branded businesses will receive sustained benefits and continuously enhance their brand value.

Of course, brands need to be nurtured constantly. In 2008, the melamine incident destroyed the Sanlu brand, and the brand value that had been as high as 15 billion yuan was gone.