Be Alert To The Wealth Transfer Of Chinese Brand Consumption

"At present, China's per capita GDP has exceeded 3000 US dollars, China. Brand consumption The era has arrived, China's Fortune Tong We should be vigilant against the consumption of foreign brands and transfer to the countries whose brands belong to them. Wealth transfer "!" In March 29th, Beijing held the "national brand building summit forum" sponsored by Guangming Daily. Trademark Association Vice chairman, chairman of the Bureau of China Federation of industrial economy, hyz Group Chairman Liu Ruiqi on the forum about brand consumption value The appeal for transfer attracted the attention of experts attending the meeting.

Zhang Songtao, director of the economic and Trade Bureau of the central financial and economic leading group office, Ye Xingqing, deputy director of the Rural Research Department of the State Council Research Office, director of the Information Office of the national development and Reform Commission, Wen Bu Gao, Shi Yulong, director of the research department of the National Development and Reform Commission, and Jia Huaqiang, Professor of Economics Department of the Central Party school, believe that brand consumption is rapidly losing wealth due to manufacturing and accumulation, and the rise of China's national brand is urgent.

　　 Vigilance: wealth transfer of Chinese brand consumption

In Shanghai's Hang Lung Plaza, LV created the highest sales record in China in 2004 - a miracle of 2 million 600 thousand yuan. The record was refreshed at the Hangzhou Tower two years later, and its sales exceeded 3 million yuan a day. It is unthinkable that some of China's top quality and excellent brand leather bags are only a few hundred yuan. Consumers want to worry about the left side, while the LV of tens of thousands of yuan is in the rush. What makes LV sell so well? It's brand. When the competition between product quality has not been differentiated too much, it is the brand that makes the product produce value distinction.

Chinese consumption has shifted from basic physical consumption to emotional and brand consumption. It is foreseeable that in the next 20 years, Chinese people will spend more than 10000 billion dollars on brand consumption.

Liu Ruiqi pointed out that we are faced with brands all over the country, which are widely monopolized by foreign brands such as daily chemicals, mobile phones and automobiles. This means that China's wealth is transferred from China to foreign brands through the consumption of foreign brands by ordinary people.

Experts at the meeting pointed out that the global wealth transfer routes showed different characteristics at different stages: during World War II, the powers realized the transfer of wealth from resource countries and weak countries to great powers and great powers through war. In twenty-first Century, the global economy was gradually integrated, and wealth was transferred from developing countries to economic powers by market economy, open market and plundering of cheap labor in developing countries. Now, the continuous introduction of financial products, the upgrading of capital bubbles and inflation have made our wealth transfer to financial power. Now, the financial and capital bubble has burst. What is the path of wealth transfer next?

Experts believe that the transfer of wealth from brand to wealth will be a major way to redistribute the wealth of the world at the next stage. More and more foreign brands are being driven directly into the development of Chinese parents. In this context, it is imperative to establish their own brand and make it a resource that can be copied indefinitely.

　　 Grasp: opportunity for the rise of national brands

Data show that the speed of social wealth redistribution is faster and faster, and the transfer time of wealth is shortened from 30 years to 10 years to 5 years. China is in a critical historical period of economic upgrading, industrial upgrading, market upgrading and consumption upgrading. Many fields contain strategic opportunities to build brand empire.

With the increasing number of Chinese in the world, and with the rise of China in the world, foreign brands began to adopt Chinese elements in advertising. However, contrary to this, none of the Chinese brands in the process of internationalization is willing to face the world with Chinese faces and try to obscure their identity. Like Haier, many Americans think it is a German brand. What does TCL mean? No one else knows. Because there are no Chinese names, many people do not think it is a Chinese brand.

Liu Ruiqi said that brands have geographical attributes and national attributes. Therefore, when Made in China (made in China) is named as the place where the product is produced, it has become a part of the national brand image to some extent. When it fails to impress foreigners, it will bring negative effects to Chinese brands in the process of internationalization. This is the subtle and embarrassing situation of Chinese brands in the process of internationalization.

This attribute of national brand image tells us that as long as the international image of key products is built, it can effectively promote the overall brand image of the country. Fortunately, the establishment of Chinese national brands has attracted much attention. {page_break}

On the day before President Hu Jintao's state visit to the United States, China's national image Promo characters were rolled up on six electronic screens at the New York Times square, known as the world crossroads. Representatives from all walks of life in China, including pianist Lang Lang, father of world hybrid rice, astronaut Yang Liwei, basketball star Yao Ming and even ordinary people, are appearing in the promotional films one by one. This is the first time that the State Council Information Office has hosted the first initiative to shape and disseminate the image of the country, which has far-reaching significance.

Liu Ruiqi concluded that every round of wealth transfer is accompanied by the rise of a number of new industries and the decline of traditional industries. In the trend of wealth transfer with brand as the carrier, if we can seize the opportunity and increase the added value of the brand, we will gradually get rid of the situation of no energy and environment and maintain sustained economic growth.

　　 Improvement: China's brand growth environment

However, although the construction of Chinese brands has received the recognition and recognition of many enterprises and even the state, the environment for the growth of Chinese brands is not optimistic.

At present, financing through brand equity is rather difficult. In China, it is difficult to impress banks with the charm of intangible assets, and the financing function of brand assets has not yet been realized. The shortcomings of the existing financial system, coupled with the instability of the Chinese brand itself, are hard for banks to have enough confidence in the brand enterprises.

It is reported that under the existing financial system in China, the guarantee of brand assets is basically not feasible in bank mortgage loans. Although the guarantee law clearly stipulates that the right to exclusive use of trademarks can be pledged, the present situation is that the financial market and capital market are indifferent to the whole intangible assets.

What is the current protection system of intellectual property (trademark brand) in China? Liu Ruiqi believed that our country gradually introduced some regulations and regulations of intellectual property rights after the reform and opening up, and started its system construction, including trademark law, patent law, invention law, copyright law and so on. Based on China's gradual entry into the market economy from the planned economy, the establishment of these laws and regulations is actually complying with the requirements of the world intellectual property protection. Therefore, the existing laws and regulations in China are mainly based on protection rather than development. So who is the ultimate beneficiary of intellectual property protection? At least, Chinese enterprises in the growth stage benefit less, because we do not really recognize trademarks as assets.

On the other hand, the brand publicity right of Chinese enterprises is not equal to foreign enterprises, and the national brand image has not changed. It is difficult for Chinese enterprises to shape their own image.

An example is that Japanese media are very willing to publicize their enterprises and publicize the innovative image of these enterprises. The purpose is to establish and deepen the consumers' positive feelings and memories of Japanese and Japanese enterprises. They are trying to change the impression of "low quality and low price" of Japanese products in the 50 and 60s of last century. Now, Japanese products have been "reborn" in the minds of consumers, and the key to their success is to understand and properly handle the relationship between national brands and corporate brands.

Brand determines the ability of a country, region and enterprise to integrate and utilize resources and seek more interests in the global scope. The brand strategy has actually risen to a national strategy. Therefore, the state should build a good environment for brand development. This environment includes: legal environment, market environment, policy environment, and social atmosphere, and the corporate image is directly related to the national image. Therefore, the state should formulate a positive industrial policy and give special support and reward to those enterprises that perform well in the international market.