China Suffers From The Embarrassment Of Genuine And Fake Foreign Brands

In China, special cigarettes, special wine, special vegetables, special oil supply and so on, that is a special group of people's patents, ordinary people do not enjoy the benefits.

But one exception is milk powder.

According to statistics, 85% of the high-end milk powder that Chinese children eat now belongs to foreign brands. Quite a few of them are "special milk powder" specially produced for our Chinese children, such as New Zealand Niu Zi, nu Jian, new Liz (all have a new word), New Zealand life sunlight colostrums, French Jones, American Shi, and Ausnutria Australia...

Count your fingers.

Is this a good treat, enough happiness? Yes, at the beginning, the young parents really have been happy for a while, so that they can make their children drink foreign milk powder.

But soon they would not be happy because they knew from various sources that these foreign brands they had bought at a high price were not sold abroad.

The investors behind are Chinese.

This made them uncomfortable: after a long time, my child did not drink the same milk powder as foreign children.

Since the brand is the Chinese owned, that is the national goods, since it is the national goods, why is it more expensive than the Yili, Nanshan and other brands, two times or more?

Since 2009, the media have brought out the foreign brands created by the Chinese people and scolded them as "the false foreign devil in the international coat", making use of the consumer's mind to seek profiteering.

Under the press of the media, the milk powder enterprises finally have to admit one after another, the product "only supply the mainland of China", the brand "completely owned by Chinese".

Ausnutria's "identity" trouble

Among these Chinese brands, Ausnutria's dairy industry is the most depressing.

The brand was founded by several executives of Nanshan dairy farm in Hunan. It was registered in Australia in 2003 and commissioned by a local dairy factory to enter the Chinese market after its original import or domestic packaging.

Their practice has been several years earlier than that of Sheng Sheng and Nai Zi Zi, which shows the foresight. After the melamine incident in 2008, Ausnutria's market share has been greatly increased, and its price is not only higher than domestic counterparts, but also higher than that of orthodox foreign brands.

Consumers think this is an Australian brand.

In 2009, Ausnutria listed on the Hongkong stock exchange.

But trouble soon came, because when it stated the office address and production address, it could not be clear whether it was Australia or China, and Ausnutria was in the "identity" crisis.

The media asked questions, and found the Ausnutria official website in Hunan and the Ausnutria website in Australia. The former registered time earlier than the latter.

Ausnutria CEO had to explain that Ausnutria is an international enterprise combining foreign products with domestic brands. "Whether the quality of products is excellent or whether the product standards are internationalized is the key."

The media has been gone for a while, but things have not ended.

After every move, such as the collective price adjustment of foreign milk powder, and even the irrelevant matters of Da Vinci furniture door, there were media, such as Ausnutria and Shi en, who were accompanied by a tie. Suddenly, they announced that it was "fake foreign brand".

What is most unacceptable is that in 2011, Ausnutria acquired a 100 year milk company in Holland, Hai Pu nou Kai, and some media questioned that it was to increase its "foreign factor".

Whenever such a problem occurs, the Ausnutria spokesperson bluntly bluntly says that "every gram of milk powder sold by the company comes from abroad". Ausnutria can be said to be an "international brand created by Chinese people".

Is Ausnutria wronged?

Even after the initial bombardment of it is a "fake foreign devil" dairy expert Wang Dingmian later admitted that this is an international mode of operation of dairy enterprises. In today's economic globalization, investment and market are not national boundaries. Powerful enterprises should go out and integrate resources globally.

But if you think about it carefully, you can say no harm.

If it were not for the brilliant image of "Australian brand", Ausnutria milk powder would not be sold at a high price and would not account for such a large share of the market.

Ausnutria made a public response to the media: "it has not evaded itself as a Chinese brand."

This is obviously a cheap sell.

Is the consumer's cognition falling from the sky? From product name, packaging design to "kangaroo mother" and "from Australia" in the TV advertisement, it is hinting that this is an Australian brand. Although it is not clear, the effect of "cover up" and "strategic ambiguity" is obvious.

It's always worth paying for it.

Earning so much money is not possible for a company to achieve such a large scale and enjoy only the advantages and disadvantages.

However, the duration of this sequela is a little long, which may accompany Ausnutria forever.

In other words, if Ausnutria fails to achieve its current size, no one will be concerned about it.

Take the clothing and luggage industry as an example, thousands of domestic brands that export to the domestic market are playing the signs of "French origin" and "Italy produced" in large and small shopping malls. Are they not at peace with the media and consumers? Consumers are satisfied with their dress suits, and the media are too lazy to take care of them.

In fact, in the first few years of his debut, Ausnutria had been running smoothly.

People are afraid of being famous and pigs are afraid of being strong.

Moreover, the Chinese have always been particularly bitter about the so-called "pseudo foreign devil" - the "real foreign devil" has repeatedly risen in price, and consumers soon accepted it. "Real foreign devil" has repeatedly produced quality accidents, consumers will forgive in a few days; but for the OEM "fake foreign devil", the media and the public are gnashing their teeth and being reluctant to give up.

Several sensational reports at the 3. 15 Party of CCTV were related to the "fake foreign devil": in 2002, it revealed the sound of Xiang Wu Shi, saying that it came from a village in Dongguan, Guangdong, and shipped back to the high seas for a round trip. It became a "Royal Copenhagen sign brand with a history of 70 years" and "a symbol of the highest brand award in Kingdom of Denmark". In 2006, the floor of the European code was revealed, and the German headquarters of "Germany originated" and "more than 80 countries in the world" did not exist at all.

After the news was disclosed, two brands of a few two were paralyzed in the audio and flooring market.

Therefore, enterprises that create their own brands face two choices: they must control sales scale and

Hiding in scattered channels, "making money in a loud voice"; if you want to be bigger, you must plan ahead carefully, be cautious in operation, not too greedy, and not be lucky enough to forget yourself.

It is unwise to exaggerate publicity like the European code and to go public in Hongkong when Ausnutria is not ready.

The hard journey of "riding a foreign car"

Many experts believe that the reason why domestic enterprises use foreign cars and fight foreign cards is also a "helpless" move.

No matter what the quality of foreign goods is, Chinese consumers will recognize them at any rate.

Take milk powder as an example, almost the same.

Just because processing in different countries, the selling price is nearly 50%. How can enterprises swallow this tone? How can they feel good without a foreign car?

The problem is that now consumers are seeing more and more channels to get information. In the past, the simple way of riding a foreign car did not work.

When the devil rises one foot and the road is high, the foreign car must go with the times and upgrade.

We can comb that we can find that in the past 20 years, Chinese people have worked hard and explored several ways to create foreign brands.

First, a "shell" company is established outside the country to register a trademark, but the design, research, development, production and sale of the product are carried out in China.

Silk treasure cosmetics and Xiang Wu Shi speakers belong to this type.

This is the initial stage of "internationalization". It became popular in the 90s of last century. But because of "too few factors" and low credibility, it is difficult for enterprises to declare publicly that they are products or international brands.

Second, overseas registered trademarks, technology or raw materials are imported from abroad, and some imitates similar products abroad (including foreigners to participate in the design), but products are produced domestically.

The European floor and a large number of "international brand" clothing are of this type. Some of the milk powder of Ausnutria and Shi en can be canned in this way.

But after all, because it is not "original import", not under the supervision system of foreign countries, such a brand will be hard to argue once it is considered "fake foreign brand" by the media.

Third, registration of trademarks abroad, products commissioned by local enterprises OEM, domestic enterprises in the form of general sales agent to introduce, counterattack the Chinese market.

Ausnutria and New Zealand milk powder, natural nutrition supplements and so on belong to this type.

According to reason, this should be "original flavor" of foreign goods, but now consumers do not agree.

Because there is no sales in foreign markets, and no foreign brands are guaranteed, consumers are still not at ease, and it is more difficult to produce the sense of glory that they enjoy the same life style with foreigners.

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Oh, now the tastes of consumers are getting higher and higher, and it is more and more difficult to serve.

To enable them to admit that a brand is a foreign brand from the heart, they generally have the following conditions: 1., the trademark is registered abroad; 2. products are produced abroad; the 3. part is sold abroad; 4. the founders and managers are foreigners.

These 4 criteria are progressively progressive.

The first point is the easiest to do; the second is originally a special requirement for Chinese people to create their own foreign brands, but now it can be done through hard work; the third point is the most difficult, and it is the sign of a truly internationalized product.

To do this, we must compete with similar products in foreign markets and have a certain sales volume.

Ausnutria may be aware of this, and after buying Holland's top port, announced that it would gradually increase its sales in the international market, first entering Vietnam and other Southeast Asian countries.

Did Ausnutria make sense? No! Chinese brands in the eyes of the west, especially those from western countries such as Europe, North America and Australia, take a step back from the developed countries such as Japan and Korea.

Chinese consumers advocate foreign brands with the same quality of life as those in Europe and the United States. They enjoy the same quality assurance as those in Europe and the United States. If people in these places do not use it, the sense of security and sense of honor will drop a lot when they consume.

In fact, it is not too difficult for Ausnutria to accomplish this task.

It's easy to change a way of thinking, not to consider making money, to open several stores abroad, or to enter a few supermarkets.

Give partners more profit and spend more on marketing expenses.

However, to do this is not finished, it can only be made into an international brand.

According to the current posture, Chinese media and consumers are paying more and more attention to the fourth point to find out whether there is "Chinese heart".

The first point seems to be too harsh, unnatural, and racial discrimination. But since consumers are paying two times, three times or even higher, it is normal to ask for a higher level.

You can criticize consumers to worship foreigners, but you can not deny that Chinese people do have considerable room for improvement in integrity and culture.

The Chinese do not believe in themselves or their own people. This is the case 100 years ago. This is a question of social culture and national brand. It is not a matter of shouting a few high-profile slogans.

Purchase must be carefully calculated.

Is it necessary for Chinese entrepreneurs to exchange blood?

The simplest and most logical way to buy foreign brands is to buy foreign brands that are difficult and difficult now.

Such a brand may be a nuisance in the locals, but Chinese enterprises take a little care, and all of them are delicious.

In recent years, the introduction of foreign brands in China's dairy industry has gone crazy. Even the bright food, COFCO, new hope (15.35, -0.08, -0.52%), Wahaha and other food giants are no exception.

Since 2010, Guangming has undertaken a series of overseas acquisitions.

In 2010, after the failure to acquire sugar assets in Australia's CSR, we purchased 51% of the New Zealand trust company through borrowing.

A year later, Berry, a super high-end infant formula produced by New Zealand's reliance company, was listed in China. The price of 900 grams of packaging is more than 400 yuan, much higher than that of Dumex, Mead Johnson, Abbott and other authentic foreign brands.

In 2011, Guangming bid for the purchase of French nut dairy industry and failed to acquire 75% stake in Australian Manathan food.

Not long ago, there was a bright desire to buy the second largest breakfast cereal brand in China.

Obviously, light has tasted the sweetness of foreign brands and acquired addiction.

There are two basic functions of a brand, one is quality assurance, the other is spiritual symbolism.

These two points are exactly what foreign brands have. No wonder domestic enterprises are so interested in foreign brands.

Faced with the moral accusation of "fake foreign devil", enterprises are also thinking about it now.

Li Jiaqing, general manager of Lenovo Investment Limited, who invested in the New Zealand dairy industry, said: "whether it is called" genuine foreign brand "or" fake foreign brand "in a short time, as long as it is beneficial to the healthy development of the market in the long run, it is worth supporting.

Mr. Li Guangdou, who often changed names for foreign companies and asked Westerners to advertise, said: "in the process of brand building, businesses are understandable propaganda if they do not break the law, take advantage of foreign brands, or emphasize their own advantages related to foreign countries."

To put it plainly, rather than let foreigners fool us, we should not fudge ourselves.

However, acquiring foreign brands is not just a matter of spending money. It is learned and requires planning and management.

Otherwise, the aura of foreign brands will gradually disappear and become a domestic brand in the minds of consumers.

The most basic requirement is to firmly remember the third and the fourth points of the foreign brand recognition standards until the day when China established the national brand and the pride of Chinese products.

In this respect, Ports has set an example for us.

Baozi was a small celebrity in the North American market, and then declined. He was bought by the Kenneth Chan family in Hongkong in 1989 and moved to China.

With the image of "famous Canadian brand" and meticulous marketing management, Baozi quickly became the representative of high-end women's clothing in China.

However, to maintain the aura of foreign brands can not be seen in the European and American markets.

In 2002, Baozi returned home in Canada with the money he earned in China. He opened 4 flagship stores in 4 cities in one year, and landed on Fifth Avenue in New York in 2005 with the brand of Ports1961.

Can these expensive shops make money? No money! Why do they want to open? Because with these overseas stores, Baozi is more like a foreign brand, and has got a table in the Chinese market.

In its annual report, Baozi admitted that raising the international exposure rate of Ports1961 is mainly aimed at improving the position of baozi in the hearts of Chinese consumers.

Xiang Zhuang dance sword, intended to Pei Gong.

As for the pricing of products, because they are Chinese traders, Baozi clearly understands the minds of the Chinese people.

Its pricing in European and American markets is comparable to that of PRADA and other top international brands, but its pricing in the domestic market is usually 50% of that in the European and American markets.

Such a pricing strategy is contrary to the practice of the clothing industry (many international brands in China are much more priced than the brand owned), but it is well suited to the psychological needs of Chinese white-collar workers to maintain their confidence in baozi as a world-class brand and to take care of their real purchasing power.

It is worth mentioning that Kenneth Chan, a master of baozi, has always kept a low profile.

He claims to only accept western media interviews, in addition to facing investors, try to avoid appearing in public.

The reason is largely to avoid exposing the fact that baozi has been controlled by Chinese people.

Although Kenneth Chan has long joined Canadian citizenship, it is of no help. As long as he is full of Chinese blood, Chinese consumers still think he is Chinese.

In the expectation and imagination of Chinese consumers, since they are foreign brands, of course, they must have foreigners' blood and are owned and controlled by foreigners.

Geely is willing to invest heavily in acquiring Volvo. Li Shufu's idea is to enhance Geely's brand image and let both of them have a "chemical reaction".

But reason told him that the two brands should be clearly separated, "Geely is Geely, Volvo is Volvo", and Volvo's headquarters is still in Sweden, and the managers are still the original ones.

Li Shufu's change to Volvo is mainly to increase the width of the car body and to satisfy the Chinese mentality of being dignified.

His decision is very correct. In the past two years, Volvo has been growing rapidly in the Chinese market, and its growth rate is higher than that in other regions.

Turn around and talk about Ausnutria.

In fact, Ausnutria has also acquired the foreign brand, Holland, which is the brand of Hong Miao Zheng.

But Ausnutria's marketing is obviously out of order. They put hapunay in Ausnutria's name, Auyu Hepnoke.

Oh, this is just a flower inserted in the wrong place.

Some of Ausnutria's founders may have a heart knot to make Ausnutria a truly international brand and wash away the humiliation brought by media sarcasm over the past few years.

But Chinese consumers also have a heart knot that simply recognizes European and American brands.

In the Analects of Confucius, the neutron Gong said, "there are beautiful jade in the sky, but there are many things in it."

Now, hainukai is a priceless jade. Chinese consumers are willing to pay a high price of "good Jia" (buyer). Should they put it under Ausnutria brand or sell it to the Chinese people alone? Obviously, it should be like Confucius warned: "sell it!" the correct way of Ausnutria is to push hainukai brand in the Chinese market, and let it maintain a certain sales volume in the European market.

As for Ausnutria brand, let it drift with the tide and let it go.