Chinese Brands March Into The Dream Of International Brand Creation

Quanzhou city of Fujian province is one of the most developed areas of private economy in China. Over the years, Quanzhou private entrepreneurs have been insisting on doing business and creating brand names. By the end of last year, Quanzhou had 73 well-known trademarks in China, ranking first in the country's prefecture level cities.

In recent years, these Chinese brands have begun to test the international market and move towards "international brands".

Heng An Group, the largest paper manufacturer in China, has been established for nearly 30 years and has always been committed to the real economy.

Group CEO Xu Lianjie said, "to be honest, it is not very difficult to allocate a piece of land with my influence, but I concentrate on making the product well."

Step by step, we have succeeded in today's giant.

Up to now, Heng an international market value exceeds HK $86 billion, performance growth, profitability and pre tax profit three indicators ranked first in the world's industry.

Quanzhou people who want to be bosses dream of having their own brands.

For decades, Quanzhou people have created more than 70 well-known trademarks in China and more than 70 listed companies.

At the beginning of this year, the private enterprises in Quanzhou sounded the clarion call of "the two venture", and brand internationalization is an important direction.

In February this year, PEAK group reached a strategic cooperation agreement with the popular hot basketball team of the US men's Basketball League, bringing the product to the highest basketball level in the world.

PEAK CEO Xu Zhihua said: "mainly venues, broadcast advertisements in the middle, as well as community activities, some of our marketing, including our products, can be sold inside the stadium."

At present,

Overseas sales account for more than 10% of the total, which is the highest proportion among all sporting goods enterprises in China.

At the same time, some private enterprises in Quanzhou began to acquire overseas brands and "ship to sea" to boost the internationalization of their brands.

Ding Shizhong, chief executive of Anta, who owns the market share of domestic sports shoes for 11 consecutive years, said: "we bought a brand in Italy two years ago.

In the high-end market, we must have our share. In the future, Quanzhou's enterprises will continue to buy the world's brand and occupy the world market.

At present, the internationalization of Quanzhou's private enterprises has become a prairie trend.

By the end of last year, there were 465 international trademarks of Madrid trademarks in Quanzhou, accounting for 3.5% of the total.

The Trademark Office of the State Administration for Industry and Commerce signed a memorandum of understanding with the Quanzhou municipal government in April this year to encourage Quanzhou enterprises to go to the national registered trademarks to prepare products for sale.

What is even more difficult is that the Quanzhou private enterprises, which are courageous enough to try, constantly introduce new ideas and practices in the process of internationalization, and have achieved considerable results.

Tang Lizhi, Professor of Economics School of Xiamen University, who has been focusing on the development of private enterprises in Quanzhou for more than 10 years, concluded: "the first aspect is cooperative development, such as cooperation between seven wolves and French designers; the second is mergers and acquisitions, such as Anta's acquisition of BELLE International; and the third is international promotion, such as PEAK.

These three types of internationalization have been tried by some well-known enterprises in Quanzhou, and have set a good example for the brand internationalization of private enterprises elsewhere.