Brand Internationalization Tips: "Grass Boat Borrow Arrow"

In 2008, Li Ning Co entered the international market with the help of the Olympic Games. After 4 years, Li Ning Co

Quanzhou shoe enterprises enter the international market, for consumers are shopping.

Similarly, many Quanzhou brands have gained popularity in the domestic market, and many enterprises have begun to try to develop the international market with the way of "brand output".

So, in shaping global brands, do they have enough capacity and what strategies should be implemented?

Brands need to be precipitated.

Compere: building international brand is the dream of Chinese brand, but only a few companies such as Lenovo Group have made progress.

A survey conducted by market research firm Ming Lue hang and media company WPP shows that 83% of consumers outside China do not know the name of a Chinese brand or company. What do you think of this phenomenon?

Lin Dongliang: Chinese people are beginning to understand that brands are only 10 years old.

Trademarks are brand symbols and business cards. They are famous. Brand is a kind of accumulation of culture, quality and integrity. It also has reputation, loyalty and popularity.

China's brand time accumulation is too short, many international brands, such as Rolls-Royce, Volkswagen, LV and so on, have experienced hundreds of years, several generations of precipitation, finally from the product into culture, is widely recognized.

Therefore, if China's brand wants to be recognized by the international market, it needs a period of brand precipitation.

Liu Xiang: most Chinese companies do not have the awareness of brand internationalization.

On the one hand, the price of raw materials and labor in China is low, and many Chinese companies can get huge profits without too much brand value added. On the other hand, most Chinese companies are only satisfied with the domination of the country, and lack the courage and boldness to go out to participate in international competition, and lack of patience.

Contend

Is the time ripe?

Moderator: after twenty or thirty years of development, many Quanzhou enterprises have embarked on the stage of brand breakout. Do you think these Quanzhou enterprises have enough capability to "go out"?

Lin Dongliang: the footwear industry in Quanzhou has not lost to international brands in terms of production capacity, R & D and design.

First of all, do you want to position your brand well in the international market, such as preparing to compete with ADI or Nike on the same market, or going on the two or three line market?

Brand positioning must conform to the local consumption demand and the reality of the enterprise itself.

Liu Xiang: some brands, such as PEAK and Anta, have certain international resources. Production and management standards are also aligned with international companies, but these are only basic conditions.

Most of Quanzhou's enterprises are limited to the domestic market at present, products can not participate in international competition, or can only compete in the international low end market. Most importantly, there is a lack of international talent pool.

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Trick

Learn to do as the Romans do.

Moderator: in the process of building an international brand, how should Quanzhou enterprises do a good job in product positioning, market positioning and brand positioning?

Liu Xiang: internationalization needs company strategy, brand accumulation, talent reserve, management level and so on.

Quanzhou enterprises can first find a breakthrough from a subdivision area, or start from a regional market, establish brand advantage, and then copy regional experience to the whole world.

First, trademarks must be globalized.

Many Chinese companies have been suspected of plagiarism and imitation at the beginning of their trademark registration, so that the law is going to the international market. Secondly, the products must withstand the test of the international market. Once again, the brand can be prepared through the international top resources, and consumers always believe that the brand that is connected to the best event chain is definitely a good brand.

Most importantly, in order to internationalize, we must have the ability to design and manufacture products according to the local consumers' habits.

Wang Shaohui: take the American market as an example. Apart from some brands with more advertisements, 80% to 90% of consumers are still dominated by price.

Quanzhou brand can obtain wide market by virtue of its high cost performance ratio.

For example, the average price of Nike is around $80, and the price of WAL-MART's shoes is between 20 and 40 dollars. It is more appropriate for Quanzhou brand to enter the US market and price between 30 and 60 dollars.

Build regional brand

Wang Shaohui: there is no Quanzhou company that dares to say that he has the ability to compete with the international brand.

However, we can compete with international brands by creating "regional brands".

For example, you can combine 10 brands in Quanzhou, set up a brand hall in the local market, first build a regional brand, and then create a small business brand.

Be good at borrowing strength

Moderator: after experiencing difficulties in the operation of Portland's front station, Lining chose to cooperate with a brand consultancy and private equity agency in Chicago. What do you think of this strategic adjustment and how it can be used for reference to Quanzhou enterprises?

Lin Dongliang: This is a way of borrowing power, that is, "three boats" in the Three Kingdoms.

For example, Starbucks bought its joint venture partner from Maxim's Caterers Limited, China's joint-venture partner, so that Starbucks has all the ownership of Starbucks's retail outlets in China's six major regions.

Reporter's notes:

"Sink down" do yourself well.

After gaining a certain reputation in the domestic market, "going out" to build an international brand is a good wish for every enterprise. However, before we go out, we must understand what we are and what we can do.

Before trying to build an international brand, can the production line ensure product production? Is the product quality system established? Can the logistics system stand the test? Has the after-sales service platform been set up? Is the future development direction well planned? These are the questions we should consider.

Before we do a good job of brand, we must first "sink" and do well.

To "sink" is to go deep into the local market, explore the local culture and meet the needs of local consumers.

Only by "sinking" to be yourself can we gradually precipitate the brand culture and enrich the connotation of the brand with culture.

Just as we mentioned about Hermes, we would think of exquisite products, excellent quality, and honorable and considerate service. When we mention star bask, we will think of strong coffee, elegant and fine environment, and all kinds of cultural details about coffee.

When products become a culture, it is easy to get market recognition.