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Why Chinese Brands Can'T Last Long?

2011/7/20 15:10:00 53

From the birth to the maturity of Chinese enterprises, Chinese enterprises have produced many brilliant achievements and created many myths.

However, in today's economic arena, few old faces can be seen, and new enterprises are always active.

This can be seen from the records of the ups and downs of the "bidding kings" in the CCTV advertising bidding war since 1995, almost all of them become China's.

brand

However, few of these enterprises have continued to this day.

The hall's banquet wine was misfortune and was eventually pferred to Shandong united group by zero price; Qin Chi has been able to maintain its production so far; AI VCD has been rushing to and fro, being photographed by Shantou Nanan; BBK VCD has changed its advertising strategy to "do not throw or try not to vote" because of the constant compression of profit space; although Wahaha has gone through a takeover event, it can be diversified to develop and succeed; the panda cell phone has finally fallen into the bottomless pit of debt; Mengniu and Yili are the most "China".

value

The brand also did not escape the test of melamine.

The above enterprises or become the first brand, then become "the king of kings", or become the "sign king" first, then become the brand, but most of them can not avoid all kinds of actions or outcomes that do not match the "brand" title, which leads to the unsustainable development of the brand.

Why can't Chinese brand continue?

Why is China's brand absent for the world's top 100?

It is also easy to answer this question.

In a simile, a woman who looks beautiful and dignified may be able to win someone's momentary favor. If she speaks in a foul mouthed manner, it will be boring to do things without knowing rules. Why?

Without appearance, there is no connotation.

Let me give you another example.

Qian Kunzhu's unique style, like a knife cut like an axe, towering in Zhangjiajie, has the power of heaven and earth, hence the name "Qian Kun pillar". This is the scenery with Chinese characteristics and cultural connotation, so it is the "brand" of the scenic spot.

If it is renamed "Hallelujah Mountain", this kind of marketing without connotation will soon be forgotten by the decline of avatar.

Many enterprises make a sound, the slogan is good, why is it falling down?

It is also because there is no connotation.

Can not guarantee products

quality

We can not keep up with the follow-up services, do not think about the development strategy, and upgrade the core technology in a timely manner. We only want to increase sales by advertising and playing tricks. As a result, we have lifted our own stones, and the more publicity we have, the more consumers will be dissatisfied, and the greater the loss will be.

What is the connotation of enterprise brand?

The connotation of enterprise brand is actually the comprehensive strength of an enterprise. It is a combination of enterprise products, enterprise technology, enterprise service, enterprise culture and enterprise value.

We can see that Chinese enterprises are playing an increasingly important role in the international economy. The products of every country can be seen everywhere as the word "Made in China". At the same time, many multinational corporations in western developed countries have infiltrated into every field of Chinese economy.

This contrast shows that the current competition is showing an international and white hot trend. It shows that Chinese enterprises are not doing enough, and they are far behind the developed countries in terms of brand.

Therefore, it is an arduous task to make the enterprise brand and go out of the country to the world. It is a sacred mission to make the brand long and stand firm.

How can Chinese brand continue to last?

While paying attention to external image and external publicity, we should also tap into the potential and value of our own interior, and lay down the ground to study higher technology, create better products, provide better services, inherit a better culture and achieve greater value.