How Will China'S Brand Go In The Future?

In 1985, China began buying a small amount of US Treasury bonds. From 1994 to 1999, China began to buy large amounts of US Treasury bonds in just 5 years. Today, China has become the largest creditor country in the United States.

But the most valuable asset of the United States in China is not American bonds, but American brands.

Of the 100 most valuable brands in the world, the United States accounts for 51, while the United States accounts for 7 of the top 10 brands.

Some people say that globalization is Americanization.

What is the future direction of Chinese brands?

Recently participated in the "22 degree observation" program jointly launched by Shenzhen satellite TV and a number of media, and ponder and discuss the results of the "American famous brand in China" and "the famous Chinese brand in the eyes of the Chinese".

Chinese people are familiar with many brands in the United States, and are also loyal brand advocates. For example, Microsoft, Coca-Cola, Disney, KFC, McDonald's, Nike, WAL-MART are all well-known brands in China.

Coca-Cola's market capitalization is about 150 billion US dollars, while its fixed assets are only about 15 billion US dollars, and its brand assets account for about 90%.

But many Americans are stunned when asked about the well-known Chinese brands.

Many well-known Chinese brands are almost unknown to Americans.

So what are the 5 famous Chinese brands in the eyes of Americans?

The results are: Yao Ming, Haier, Acer, Lenovo, HTC.

Among them, Yao Ming took 89% of the absolute leading edge and became the most famous Chinese brand in the eyes of Americans.

In addition to Yao Ming, other brand advantages do not seem particularly obvious.

Why do Americans like Yao Ming?

That's because Americans like NBA very much. It's because Yao Ming's brand has NBA gene that he will be remembered by Americans.

Chinese knowledge of the United States is far greater than that of Americans.

Another point that deserves our attention is that among the 5 well-known Chinese brands in the eyes of the Americans, 2 are Taiwan brands, namely mobile phone brand Hongda and computer brand Acer.

This shows that Taiwan's brand internationalization is better than that of the mainland.

In fact, the visibility of Chinese local brand Tsingtao Brewery in some countries and regions in North America is still very high. Almost all stores and supermarkets can see Tsingtao Brewery sold in China.

There was a joke that a friend who was traveling abroad brought back gifts with exotic features to his friends. As a result, he looked at the labels and found that he was writing MadeinChina:

In the past 30 years of reform and opening up, China's manufacturing has gone out. Wherever we go, MadeinChina's English logo is everywhere, and it is always compared with words such as low price and low quality. However, Chinese brands still remain half concealed. China's brand image is still vague and vague in the world stage.

The fundamental reason is not the poor quality of our products, the weaving of Jingdezhen porcelain, Suzhou and Hangzhou, the Tongrentang medicine, the Quanjude roast duck.

Which is not a good product, a good brand?

Let's take oranges for example. The Three Creek of Jintang, Sichuan, known as "the hometown of Chinese navel orange", is very good in oranges, but the price of oranges Sunkist in California, US, is much higher than that in China. Is it true that foreign monks will chant scriptures?

Actually, it is not that China's brand lacks strength, but it lacks the sense and concept of marketization.

If we only think that China's local market is the best, only focus on one mu three points of its own, that is "Wo Li Heng".

Chinese brands will not go out and occupy more and bigger markets. Sooner or later, you will not only save your existing market, but also end up all the surrender.

If Chinese brands are not internationalized again, then the next generation of China is basically captured by foreign brands.

Take today's children, Zhang mouth to eat is not KFC is McDonald's, to stretch out to wear Nike or ADI, not playing iPhone is Nintendo.

The imprint of the branding expansion in the United States has been clearly reflected in the next generation of China.

Apart from the lack of marketization awareness of Chinese brands mentioned above, there is another difference between Chinese and American brands, which is the difference between China and the United States in refining and forging brand spirit.

To put it plainly, some good products in China lack a good "life background", which is also an exciting brand story.

As a matter of fact, China has a deep potential, but without digging, Americans use it very well on this point.

Take the latest hit version of the dream of Red Mansions, Xue is Huang Shang, which is a special product for the royal family. But he has never heard of any luxuries that the Royal trump merchant has had.

And why LV sells expensive, the cost of more than 400 yuan can be sold to more than 20 thousand yuan, in fact, behind it is a strong cultural background in support, it tells the story is very good, from Napoleon began to nail boxes for the royal family, while China's KangQian Qiansheng is much earlier than Napoleon, but our brand spirit has not passed down.

In the past, China's brand has always been called refinement, and this is also the value and connotation of luxury goods. It can be said that real luxury goods come from China.

China has rich culture and exquisite craftsmanship, but there is no international brand.

The internationalization of Chinese brands is a long way to go.

Where is the future of Chinese brands?

In fact, the competition of future brands is cultural competition, and the Chinese people's life philosophy is gradually affecting the world. China will have more opportunities with profound traditional oriental culture.

The journey of a thousand miles begins with a single step. We should maintain a craftsman's heart, take advantage of the Chinese traditional culture, and make good use of the traditional Chinese culture and make a solid attitude to do well the Chinese brand so that the Chinese people can rest assured that only by making the Chinese people feel at ease can the world be recognized and praised.