Chinese Enterprises Should Not Ignore Brand Internationalization.

The first national strategic forum on "internationalization of Chinese enterprises" jointly organized by the Southern Newspaper Media Group and other units is in the hot stage.

In addition to conducting interviews with well-known domestic experts around the relevant topics, our reporter tried to give a thorough and in-depth reflection on the achievements and difficulties faced by Chinese enterprises in the process of internationalization in recent years, and invited them to put forward their constructive suggestions for reference by domestic enterprises.

The object of this interview is Mr. Lai Shiping, the chief representative of the Italy Foreign Trade Commission's representative office in China.

After receiving the outline of our reporter's interview, Lai Shiping, the chief representative of the Italy Foreign Trade Commission's representative office in China, promised and arranged an exclusive interview time in the morning.

"The 10 questions you raised in the interview outline are very good. I am very interested in each link.

I am also very willing to communicate with you on these topics.

Although the greeting before the official interview was more polite, the reporters felt that they were sincere in their speeches.

The plator told reporters that Lai Shiping was fully prepared for the question we submitted, "because he did not want the reporter of the famous Chinese newspaper of Nanfang Daily to be disappointed in himself."

Chinese enterprises are becoming more and more stable on the road of internationalization. Reporters: at present, more and more Chinese enterprises are going out of the country to integrate into the world economic integration. An increasingly large number of Chinese multinational enterprises are gradually forming.

How do you view or evaluate this phenomenon?

Lai Shiping: with the process of globalization, many multinational companies have also been born in China, and great achievements have been made.

I believe that if Chinese enterprises can focus their attention on product quality improvement and brand building, more and more influential Chinese multinationals will become more and more recognized by consumers worldwide.

For example, Haier group began to cooperate with foreign enterprises in the initial stage. Because of this cooperation, Haier began to pay great attention to product quality, design and environmental protection and energy conservation.

In Europe, Haier is able to find a place in competition with the old white goods enterprises, which is inseparable from the above factors.

If European families buy Haier products, it is not because they are cheap, but because they believe in Haier products.

Therefore, on this topic, one of my basic ideas is that Chinese enterprises go to the world, and their prerequisite is the renewal of ideas. They should shift the emphasis on the quantity of products to the quality of products.

Reporter: many enterprises in China, like many private enterprises in Wenzhou, Zhejiang, have been very successful in opening up overseas markets. Chinese goods with high quality and low price have occupied the living space of local manufacturers, causing our enterprises to be opposed by local enterprises.

Some people regard similar conflicts as the confrontation between East and west commercial culture. Do you think this will constitute an obstacle to the globalization of Chinese enterprises?

Lai Shiping: I think this is not a cultural phenomenon, the current market is purely a buyer's market, consumers have many choices, our advertising and planning can guide a part of consumers, but consumers ultimately need products are safety and quality assurance.

Now for Chinese enterprises, the most important thing is to maintain market share while improving product quality.

The reason why China's products go to the world is criticized. The fundamental reason is not cultural or global discrimination. It is just an opportunity for Chinese products to go to the world. China's products should learn to comply with the rules of the global business game.

For example, during the global market operation, the government did not provide any subsidy, and Chinese enterprises should learn to comply with the corresponding quality standards in the world.

There is no shortcut to cultivate famous brands. As we all know, Italy is the birthplace of the European Renaissance. Nowadays, more and more people compare Italy with many famous fashion, jewelry and wine brands all over the world.

In your eyes, what is the impact of a country's culture on the brand building of their enterprises?

How can Chinese enterprises going to internationalization improve their brand influence by using culture?

Lai Shiping: the problem you mentioned is also the confusion of Chinese enterprises that we are exposed to.

On the one hand, Chinese enterprises have a very large scale, strong production capacity and strong price competitiveness, but on the other hand, there are few high value-added products on the world brand stage, and the experience of Chinese enterprises in creating high-end brands is still insufficient.

For this phenomenon, I stand from an Italian point of view, and I think one of the reasons is your cultural factors.

However, what I mean by culture is that few enterprises focus on their creativity and build brands.

Building a brand requires a big environment. If an enterprise can copy and counterfeit others' products without any punishment, it will not devote much manpower and material resources to build its R & D center, and will not do activities to promote its own brand.

It is a kind of environment that respects culture and respects the protection of intellectual property. People will not regard a shirt as the result of just labor, but as a result of the combination of labor and creation. Only in this way, will people continue to invest in creativity.

Many Chinese enterprises still have a misunderstanding in their understanding that building a brand is simply a marketing strategy. Building brand is quality, not vice versa.

A good market operation strategy, a good flagship store, is far from enough for brand building.

Wouldn't it be easy to build a brand if we could rely on market speculation to create a brand?

Reporter: Italy has cultivated Ferrari, Armani and other world famous brands.

What good experience does Italy have in this area for Chinese enterprises to learn from?

Lai Shiping: Italy is a very special country with a small territory and a small population. But many brands in Italy are well known all over the world.

There are many small and medium enterprises in Italy. Many famous brand products come from these small and medium-sized enterprises.

What inspiration does this bring to China?

The point I have summed up is that if an enterprise wants to be strong and big, whether it develops in its own country or wants to develop abroad, its success does not depend on its size.

There may be less than 1000 employees in Italy's small and medium enterprises, but its profits can be comparable to that of tens of thousands of Chinese enterprises.

For example, Italy's world-famous shoemaking industry, many shoe making enterprises are probably a handicraft workshop, but they can provide excellent shoes for leaders and upper class in different countries. The profits of such enterprises are amazing.

I think Chinese enterprises should learn from Italy's experience and should not learn from scale. This is unrealistic. Italy is a small country.

What should be learned is how Italy's enterprises maintain the leading position in the industry, how to build brands, what their foundation is and what the core is.

Reporter: on the one hand, Chinese multinationals are forming a huge group, but on the other hand, to a large extent, Chinese enterprises rely more on individual soldiers to go out.

What role does the government and some non-governmental organizations play?

What mature experience does the Italy government have in this regard for Chinese enterprises to learn from?

Lai Shiping: in fact, in the process of enterprises going abroad and participating in global competition, the government can provide a lot of help to enterprises. First, they can provide information for overseas markets in a timely manner; two, they can provide training for those who work overseas, and the three is the promotion of products.

Italy has a lot of experience to learn from this aspect. In fact, when Italy's enterprises are moving towards the world, Italy's enterprises and government forces are combined to create very good products.

I think it is the responsibility of Chinese government agencies to help Chinese enterprises create "China creation" - such a better image.

At the same time, the Chinese government has an obligation to guarantee the overall image of Chinese enterprises overseas.

Because Chinese enterprises must shoulder such social responsibilities, their products not only represent the products of their enterprises, but represent the image of Chinese products.

Guangdong enterprises are hard working and have a world vision. Reporters: next year is the thirtieth year of China's reform and opening up. Reform and opening up will undoubtedly contribute to China's economic improvement and the well-being of its people.

How do you view the changes in China's economy over the past 30 years?

Lai Shiping: China's achievements in the past 30 years of reform and opening up are obvious to all. We can also see this from the confidence of overseas enterprises in investing in China.

There are many driving forces for China's economic development, including human resources, education system and abundant natural resources.

We can not deny that the achievements of China's reform and opening up are mostly from overseas investment. On the one hand, it is a large amount of overseas capital, on the one hand, a large number of overseas Chinese are returning.

I think this kind of overseas investment is the beginning of a virtuous circle. It has created a large number of successful entrepreneurs in China. The development of these local entrepreneurs has contributed to more investment.

Therefore, China's economic snowball is getting bigger and bigger, and the economic situation is getting better and better.

Reporter: finally, please comment on the performance of Guangdong entrepreneurs in the past 30 years.

Lai Shiping: Guangdong is a microcosm of China's entire economic development.

In fact, the development of China's economy started from Guangdong Province, and it developed very rapidly.

We feel that the development of Guangdong, the development of China's economy, and the emergence of a large number of local entrepreneurs in Guangdong are inseparable.

Guangdong entrepreneurs are very flexible, pragmatic, diligent and have a world vision. They become the main driving force of Guangdong's economy.

They are not only producing locally, but also looking at the world. This is the foundation for their success.

It is their strength and ability that has won the trust of overseas enterprises and gained many opportunities for cooperation.

I also hope that entrepreneurs in Guangdong will be more aware of the shift from product size to product quality in the future.