The Important Task For Chinese Enterprises To "Go Out" Is To Create High-Quality Brand Image.

In recent years, from clothing to electrical appliances, from toys to bags, a large number of Chinese made goods have landed in Europe, which has not only stimulated China's foreign trade, but also has benefited European consumers.

But under the red hot scene, there is an embarrassing fact that European consumers only know "made in China" goods but have autonomy.

Made in China is integrating into European life

At present, ordinary European consumers are no stranger to Chinese goods. As the largest manufacturing center in the world, all kinds of goods labeled "made in China" have long occupied every corner of European shopping malls and supermarket shelves.

These necessities, which are closely related to the necessities of life, have long linked the daily life of Chinese goods with Europeans.

Mike Whitby, mayor of Bermingham, the second largest city in the UK, opened a conversation when he talked about the status of Chinese goods in the UK. He pointed to his clothes and told reporters, "look at what I wear.

Whether Chinese tea can make Mr. Mayor's weight loss still remains to be seen, but it is everyday that Chinese goods make the wallet of ordinary European consumers "lose weight".

Low cost Chinese made products have become the first choice for many consumers. Especially after the financial crisis, European countries' economic recovery is weak and consumer income has generally shrunk, which highlights the price advantage of Chinese goods.

Dr. Taylor Rocker, a contemporary Chinese College of University of Nottingham, has a deep understanding of this.

He has been in Beijing and Shanghai for a while to fully understand the influence of Chinese goods in Europe.

He took his cell phone out of his pocket and said, "this is definitely made in China."

He believes that because of the need for cost control, "big supermarkets like WAL-MART love Chinese made goods, and they are very attractive to British consumers."

In fact, the "made in China" is not only the big retailers like WAL-MART, but also some small and medium-sized retailers in Europe are actively seeking suitable Chinese products.

For example, in the early September, at the "China brand merchandise Europe Exhibition" held in Bermingham, England, over 70 thousand people visited the exhibition at the 4 day exhibition. According to the organizers, there were about 50 thousand professional procurement groups.

These purchasing groups have found their favorite products.

In the next supply cycle, I believe there will be a lot of marketable Chinese goods appearing in the European market.

Perhaps in addition to the "made in China" stores in European shopping malls, the statistics from the customs reflect the attraction of Chinese products to European consumers from another perspective.

In the first quarter of this year, China's total exports to Europe totaled 91 billion 767 million US dollars, an increase of 24.5% over the same period last year.

On the way to Heathrow Airport, carrying the new Louis Weedon handbag, the merchant of Zhejiang felt that this British place was very valuable in Shao Baoling.

Shao Baoling is not the two generation to show off luxury goods. For the pragmatic Yiwu people, the brand name package is only a "symbolic thing".

It was not Louis Weedon, but the order of 4200 Chinese dragon bags.

Shao Baoling herself is a bag and bag business. Although her two brands of "giant dragon" and "BAILI Polaroid" are far less than Louis Weedon, she is trying to popularize her brand to Europe, so that more European consumers not only use "made in China" bags, but "China created" brand bags.

Shao Baoling, executive director of Julong luggage Ltd., is here to attend the "China brand commodity Europe Exhibition" this autumn.

Together with her, 185 Chinese companies participated in the exhibition. Chinese exhibitors exhibited 1000 kinds of Chinese brand goods, including gifts, stationery, toys, textile and clothing, kitchenware, luggage, household goods, gardening supplies and small household appliances, in the Bermingham National Exhibition Center. The total area of the products was 5000 square meters. They were trying to push Chinese goods to the hands of European consumers.

At present, the UK has become the third largest trading partner of China in the EU, while China is the second largest trading partner outside the EU.

Bermingham mayor Mike Whitby believes that Britain's advantages in creative industries and China's strong manufacturing capabilities will benefit both sides.

He said at the opening ceremony of the "China brand merchandise Europe Exhibition": "Bermingham has been maintaining good relations with some Chinese cities. If the products are designed in Bermingham and manufactured in China, Sino British cooperation will have a broad prospect and help some Chinese brands grow and grow in the world."

Since 2004, the "China brand merchandise Europe Exhibition" has been successfully held for the 8 time. It has played an active role in optimizing China EU trade structure, expanding cooperation space and Promoting Sino EU economic and trade relations.

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China has many commodities, but its brand is hard to find.

Ruth, a 19 year old British university student, though he knew about the giant panda and the Great Wall, was asked when he knew which brands of China he could not say anything at all.

"Is modern cars Chinese?" he asked with a timid voice.

Later, with the discussion of several friends, it was hard to give a correct example: Tsingtao Brewery, which is a regular visitor in the bar, because there is no Chinese beer in the general British supermarket.

Ruth is only one of the millions of ordinary consumers in Europe, and no one will know more about Chinese brands than the young college student.

Using Chinese goods without knowing Chinese brands is the dilemma for Chinese products to "go out".

The lack of awareness of Chinese brands is due to historical reasons.

Because China's export oriented manufacturers mostly started in OEM, they produced orders overseas and sold them to the ordering party's brands, earning only processing fees.

The advantage of this mode of production lies in its low risk and no need for self built channels.

But on the other hand, low profits hindered enterprises from becoming bigger and stronger.

For example, the microwave ovens that can be bought in European supermarkets such as Carrefour and Tesco are all made in China, and most of them are made by Galanz, China, but the brands of European manufacturers are used.

Consumers not only do not know that they are Chinese brands when they use these microwave ovens, but also become an obstacle for them to accept Galanz brand, because Chinese goods will inevitably encounter competition with their own OEM products in the European market in the process of "going out".

In the "China brand merchandise Europe Exhibition", Shao Baoling also encountered a similar situation.

Not far from her booth, there was a booth for her clients in the UK.

The bags displayed on display were produced by Shao Baoling at the factory in Yiwu, Zhejiang, but the price tag of the product was higher than that of Shao Baoling's booth after the European trademark was hung.

The absence of this "China created" brand has led to low profits for Chinese exporters.

Shao Baoling, a businessman like this, is deeply impressed by the fact that foreign trade authorities are also aware of the seriousness of the problem.

The chief executive of the Ministry of foreign trade of the Ministry of Commerce told reporters that at present, less than 20% of China's export enterprises own their own brands, and there are widespread weaknesses in their brands, such as unclear brand strategy and inadequate investment.

In the eyes of the official with a PhD degree, it is the only way for Chinese enterprises to become bigger and stronger by enhancing the brand image and strengthening the competitiveness of Chinese brands in Europe and the world.

China's brand has a long way to go based on Europe

The image of a country's brand is linked to the overall image of the country.

Now, Chinese goods generally leave behind the impression of cheap and poor quality in the eyes of European consumers, which is obviously out of line with China's position in the world's second largest economy.

Therefore, to create high-quality brand image is an important task for Chinese enterprises to "go out".

However, it is not a long time to complete this task.

Professor John Hawkins, the father of the creative industry, reminds us that changing European prejudice against the quality of "made in China" is the first step in reshaping Chinese brands.

Speaking of television, cameras and other products, Europeans generally believe that Japanese goods are a symbol of quality and that this impression is the direction of Chinese brand efforts.

Fortunately, many Chinese brands are quietly using the excellent quality to cultivate the European market.

For example, James Johnston's daily job is to promote a Chinese brand of lighting equipment among British consumers.

The more than 40 year old Bermingham has the characteristics of a typical British businessman, a straight suit, a well-dressed hair, a clear speaking mind, and some key figures about market changes.

The NVC marketing manager said many customers didn't actually know that he was selling Chinese brands.

And when you know that this brand belongs to China, it is often impressed by the quality of the product, remember and accept the brand.

NVC expects to achieve sales of 18 million pounds this year, and plans to increase to 24 million pounds next year, thus entering the top eight in the UK lighting market.

It is natural for NVC to employ local salesmen in Europe to establish and maintain the brand, so that it can achieve twice the result with half the effort.

However, there are also Chinese workers working hard for the same purpose, such as tigers who worked for only three years, as the sales manager of Italy air conditioning Division overseas business center, Italy area. He is very clear about the market competition situation in charge of the region.

"Consumers in Italy most agree with Panasonic and other Japanese brands, followed by Italy local brands. We are similar to Korean brands."

After experiencing the pain of international mergers and acquisitions in the past few years, TCL is using its own brand to force on the European air conditioning market. "Our market base is small and there is room for development.

This year, we will complete 70 thousand sets of goals in Italy, and plan to increase by 50% next year, and strive to achieve 100 thousand sets of sales.

Zeng tiger tiger confidently said.

In Italy, a population of 60 million, the annual shipment of 100 thousand sets of air-conditioners is already a big figure. This is enough to give consumers a better understanding of Chinese brands.

Chinese commodities need to be changed from quantitative to qualitative, so that we can work hard in quality, design and patent, so that China can create an alternative to China and become an indispensable part of European consumer life.

As long as the right direction is found, it may not be long before, in the European market, Shao Baoling's bags will be known to consumers like Louis Weedon; Ruth can talk about the names of a large number of Chinese brands like apple and SONY; consumers will seriously consider NVC when choosing PHILPS and OSRAM light source; Zeng tigers will also proudly claim that China's air conditioner is ranked first in the European market.