Defending China's Image And Characteristics Of Brand Management

In September 3rd, the second Beijing Wangfujing international brand festival will be opened. As an important activity of Beijing business, the Wangfujing international brand Festival has played a leading role in the construction of the international brand center in Beijing. It has a great impact and positive effect on promoting the brand operation.

An exclusive interview with Huang Guoxiong, Professor of Renmin University of China and professor of international business, on International Business Centre The relationship with the brand, the Sinicization of the brand, the enrichment of the brand value by service are discussed.

International Business Centre

Need brand

According to statistics released by Beijing statistical bureau last year, Beijing's per capita GDP has exceeded 10 thousand US dollars in 2009 and ranks among the "moderately prosperous cities". After the GDP per capita is broken, the consumption concept of consumers in Beijing area is more prominent from quantity to quality, from variety to brand, and brand awareness has been greatly strengthened.

Last year, Beijing formally proposed to create "international". Business Centre City ". In Huang Guoxiong's view, any international city is mainly composed of three parts: international business, international brand and international convention and exhibition. The second Wangfujing international brand Festival, which will be held soon, is the concept of publicize, promote and develop the brand in Beijing. It is one of the important measures to build Beijing's international business center city, and it should be fully affirmed.

"International cities need brands and brands create international cities." Huang Guoxiong believes that Beijing should establish an international city, establish brand awareness, gather brands, and promote the development of commodity management brand. Good brands can create and promote the internationalization of the whole market level, the internationalization of commodity structure and the internationalization of business philosophy.

　 Brand management

It should also be localized.

With the continuous development of economy, Beijing is seeking not only brand The entry should also be done more, better and better at the operational level. Huang Guoxiong said, "the branding of business operation and the localization of brand operation" should be one of the developing trends in the future.

Huang Guoxiong believes that the per capita GDP of Beijing is more than $10 thousand, which means that Beijing has entered the primary stage of the developed countries. At this stage, consumers are bound to create new demand for goods and brands. "This requires Beijing, even China's commercial operation to move forward to branding, to raise the brand's position and proportion in the operation, and to create a brand belonging to Beijing itself."

In the course of business, the digestion, promotion and marketing of international brands will directly affect the internationalization of international brands and whether more Chinese people can understand the role of international brands. Huang Guoxiong believes that brand management should be based on the characteristics of China. "Businessmen should introduce to consumers the history, characteristics and functions of the international brands, their status in the world, and provide new ideas, models and ideas for Chinese brand consumption. Let more consumers know brands, buy brands and consumer brands.

　　 Brand development

Taking the road of "characteristic"

At present, a large number of well-known brands both at home and abroad are converging on the Beijing market. A concomitant problem is the homogenization of the brand and the waste of business resources. Reporters visited Wangfujing pedestrian street found that orient Xintiandi, new Dongan market, Lotte Yintai department store, Wangfujing department store and many other department stores and shopping centers positioning and business combinations are quite the same. Huang Guoxiong believes that from the "same to the small" to the "small and the same big difference", the implementation of differentiation strategy is a new requirement of the new situation for department stores and shopping centers. In the same trading area, differentiated imports should be introduced to avoid repeated introduction of the same brand, which constitutes self destruction and vicious competition.

In Huang Guoxiong's view, the Wangfujing business circle did exist some blind development problems at the beginning of its development. "Many international brands are settled here. The number of brands in the Wangfujing business circle is enough, but no scientific and reasonable brand system has yet been formed. The pursuit of differentiated development should be embodied in the concept of characteristic, characteristic management, characteristic merchandise, shopping mall layout and shopping environment.

Huang Guoxiong believes that learning and introducing international brands is not simply porting and duplicating. It needs to go out of its own characteristics and differentiate itself according to the domestic market demand. In fact, there is no shortage of successful business circles in China. "There are several department stores that exist in many regions because they have their own characteristics, complement each other and form a whole." Similarly, Wangfujing is not a clone of incense, a replica of Fifth Avenue, a copy of Bird Festival street and imitation of Tongluowan. It has to go its own way, form its own characteristics, and realize the complementarity of international cities.

　　 Commercial power

Brand output should be emphasized.

It has been reported that China has become the second largest consumer of luxury goods in the world. Some experts even predict that China will replace Japan as the world's largest consumer of luxury goods after the first quarter of next year. Strong demand and purchasing power have prompted China to speed up its "brand introduction", while the Chinese brand output is embarrassing.

"Commercial giants introduce brands and business powers export brands, which can be said to be the experience of world economic development." Compared with the strong purchasing power, Huang Guoxiong believes that China's own brand still has no room to stand in the world. At present, China still focuses on brand introduction, and few brands are exported to the international market. "Only by importing, it is just a kind of selling behavior; the characteristic is created by ourselves, so as to form a long-term interest."

The purpose of introducing a brand is to learn and learn from it, and then create new brand by itself. Huang Guoxiong believes that at this stage, China can not continue to rely on "products, labor and quantity" to operate in exchange for foreign exchange. "China, especially Beijing, has to create its own brand. In the world brand management, there should be the image of a great power and the number and influence of brands that match the status of great powers." {page_break}

　 Rich in services

Brand value

According to statistics from the Ministry of Commerce, China accounted for only 3.6% of the cake in World Trade in services, while the United States and Britain accounted for 19% and 16% respectively. Improving service system and increasing service trade are very important for China's commercial development.

From a commercial point of view, the product establishes the country and serves the powerful country. Huang Guoxiong believes that "brand needs service and service creates brand". Brand embodies the use value of goods, while service reflects the social value of goods. The core content of changing the mode of development is to increase the value of goods to services, expand the service market, improve the service system, and improve the quality of service, thus promoting the improvement of the quality of the whole society.

Data show that although China has become a big consumer of luxury goods, 56% of luxury goods trade takes place overseas. Huang Guoxiong believes that domestic brand stores can keep part of these 56% in China through Sinicization services. "Customers who buy luxury goods in domestic special brand stores are generally richer, but they may not be clear about the history and culture of their brands. Our shopping malls and shopping guides can provide customers with information about the history, background and ideas of their brands according to their characteristics."

"The building is not high, the shop is not big, the road is not wide, the varieties are not many, the feeling is spiritual, there are special lines, there is a prosperous customer, and there is faith." Huang Guoxiong attributed the main points of the development of the Wangfujing business circle to the above eight elements. He also believed that all kinds of behaviors of brand introduction and brand optimization can not stay in the vigorous form, but more importantly, we need to improve services, improve the quality and improve the image of the first street in China.