Expert Tips: Be Alert To Wealth Transfer In Clothing Brand Consumption

"At present, China's per capita GDP has exceeded 3000 US dollars. Brand consumption The time has come. However, through the common people Foreign brands Consumption in China wealth They are transferring to their respective brands. At the same time of rapid growth of wealth, we need Be vigilant Wealth transfer in brand consumption. " This is the national brand held in Beijing in March 29th. strategy The strongest voice of the summit forum.

center Finance Zhang Songtao, director of the leading group office, Ye Xingqing, deputy director of the Research Office of the State Council, Ye Xingqing, director of the Information Office of the national development and Reform Commission, 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, agreed that brand consumption is rapidly losing the wealth accumulated by the manufacturing industry in China, and the rise of domestic brands is urgent.

Liu Ruiqi, vice chairman of the China Trademark Association, chairman of the chairman of the China Federation of industrial economy and chairman of Heng Yuan Xiang group, said at the forum that Heng Yuan Xiang's research on the transfer of brand consumption value has been going on for many years.

　　 The focus is also blind area.

Liu Ruiqi first put forward an appeal on the value transfer of brand consumption at the forum. For example, he said, in 2004, LV (LV) created a miracle of $2 million 600 thousand in daily sales in Hang Lung Plaza, Shanghai, which was quickly broken by the brand's daily sales of over 3 million yuan at Hangzhou Tower. In China, the price of brand leather bags with excellent quality and fine workmanship is only a few hundred yuan. Consumers are always thinking when buying, but they are scramble for LV leather bags with a price tag of 10000 yuan. What makes LV so proud of its sales performance? It's brand. When the quality of products is not very different, the distinction between value and culture is brand culture and soft power.

When Chinese people begin to consume more and more brands, it shows that consumption has shifted from basic physiological needs to emotional and brand needs. It is foreseeable that in the next 20 years, Chinese people will spend more than $1 trillion on brand consumption. Liu Ruiqi said that in the considerable consumption fields such as daily chemical, mobile phones and automobiles, foreign brands are all eyes. Behind this, what we ignore is that through the consumption of foreign brands, our rapidly growing wealth is quietly returning to the countries of foreign brands.

The transfer of wealth through brand consumption will be a major way to redistribute global wealth in the next stage. Experts point out that more and more foreign brands are eating the market of developing countries. In this situation, it is urgent to build up our own brand and make it an unlimited replicable resource.

　　 Seize the opportunity of brand rise

Data show that the redistribution of social wealth is faster and faster, and the time required has been reduced 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.

Experts point out that brands have both regional and national attributes. Therefore, MadeinChina (made in China) has become a part of the national brand image to some extent. When the quality of a product is challenged by foreign consumers, it will produce chain effect in all Chinese brands, which will make Chinese brand internationalization process encounter frustrations. {page_break}

Liu Ruiqi further said 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 enhance the cultural charm and reputation of Chinese brands, we can really increase the added value of brands and gradually get rid of the situation of maintaining economic growth through unrestrained energy and environment.

　　 Improving brand growth environment

Although China's brand building has attracted the attention and recognition of many countries, the environment for the growth of Chinese brands is not optimistic.

At present, the difficulty in financing intangible assets has been troubling the development of enterprises. In China, it is difficult to impress banks with the charm of intangible assets. The indirect financing function of brand assets has not yet been realized. The defects of the existing financial system and the instability of Chinese brands make it hard for banks to have enough confidence in enterprises, and the financial market and capital market are indifferent to the whole intangible assets.

At the same time, China must pay more attention to intellectual property rights. When we gradually shift from planned economy to market economy, many laws and regulations were established according to the requirements of the world intellectual property organization. The emphasis on intellectual property protection is better than development. As a result, Chinese enterprises that are growing up do not benefit much. Our market system determines that it is more supportive of material development rather than the development of trademark assets. This support lacks strength.

Another worrying problem is that the cost of Chinese enterprises is rising. The lack of international voice makes it difficult for Chinese companies to shape their image. Chinese brand communication lacks the weakness of cultural tension, and it also weakens its influence on other countries' consumers. Although French romantic manufacturing, German classics making, Italy art making, and American leisure manufacturing are universally recognized as the cultural magnetic field that these brands absorb the wealth of the world, the most humane and profound connotation of Chinese traditional culture makes us have no reason to do nothing to win the transfer of global wealth to Chinese brands.

Experts believe that the image of Chinese brand is directly related to the national image. Brand determines the ability of a country, region and enterprise to integrate and utilize resources and seek more interests in the global scope. Brand strategy should be promoted to a persistent national strategy. The state should build good soft and hard environment for brand development, including legal environment, moral environment, market environment, policy environment and cultural atmosphere. At the same time, it should formulate positive industrial policies, and guide Chinese brands to take the road of healthy development, which deeply explores cultural charm, pursues ideal credibility and sticks to the bottom line of quality inspection.