If Enterprises Want To "Go Out", They Must First Learn To Brand.

"If you will

Divided into four stages, Chinese enterprises are mostly in the second stage, that is, the slogan stage.

Shang Dawei, President and chief executive officer and chief strategist of the global brand strategy and design consultancy, expressed his understanding of Chinese brands in an interview with our reporter.

Shang Dawei divides the brand into four stages: brand identification, brand slogan, marketing and consumption experience.

In recent years, "made in China" is moving forward toward "Chinese brand", and more and more Chinese brands have sprung up on the world stage.

Shang Dawei also marveled at the rapid upgrading of Chinese enterprises' brand consciousness.

However, he also felt that in the process of "going out", Chinese brands still had many obstacles, such as lack of awareness of local culture, lack of core technology, eager for success, backward management mode, and so on.

Therefore, he believes that Chinese enterprises should be clear about their core values, understand local culture and learn "

"

Brand development concept must be updated.

Chinese enterprises are developing at an alarming rate, and their awareness of brand is also rising.

This is evident from the list of two Chinese brands simplified index released last year.

In February 2011, Baidu ranked ninth in the rankings, and jumped to No. 1 in December 2011.

Shang Dawei believes that "the advantage of Chinese enterprises is faster than others".

However, when Shang Dawei was communicating with Chinese enterprises, he found that many Chinese enterprises were too eager to make progress.

"Chinese enterprises want the best and best brands, and earn more money from their own brands than others.

The requirement of Chinese enterprises is fast, but sometimes speeding is great, sometimes it happens.

"Most brands in Shanghai and Beijing are not Chinese brands."

Shang Dawei believes that the brand awareness of Chinese enterprises is still lagging behind.

This kind of backwardness is mainly reflected in the following aspects: the organizational structure of an enterprise is not to serve the brand better, but to serve the product better.

He said that every business has products, but not every business has its own brand.

Therefore, enterprises should change from product driven to brand driven.

At the same time, when he exchanges some brand strategy with some Chinese enterprises, he also finds that enterprises are very concerned about what brand slogan is, "this is a typical phenomenon, that is, positioning as a slogan".

However, Shang Dawei is full of confidence in Chinese brands.

He said: "Chinese enterprises are reading brands at an alarming rate.

Now there may be some backwardness, but tomorrow it will be different.

"Going global" should strengthen brand awareness

In recent years, the Chinese brand has a strong desire to "go out", but in the process of "going out", there are also many frustrated or even losers, especially the "China Threat Theory", which has blocked the way of Chinese brands going to sea.

The biggest obstacle is that the overseas market has a great prejudice against the "China" brand. Chinese brands can not fight abroad alone.

"First of all, Chinese business philosophy is more or less the same, regardless of whether it fits or not.

Secondly, Chinese corporate culture is still not humanized, and paternalistic style is strong.

Thirdly, there are very few Chinese enterprises that master core technologies and redundant construction at low levels.

For example, it is said that China is manufactured throughout the world, but to buy high-end baby bottles in the US market is basically

There are similar situations in chip manufacturing in Israel and the United States.

China's manufacturing industry is concentrated in industries with low technology content and low cost. It is difficult to form convincing brands.

It is also in the field of industrial design, packaging and dissemination of these "peripheral" areas, Chinese enterprises are not closely linked with the international market, affecting the audience experience.

How should Chinese brands be?

Shang Da Wei gave his advice: "first, we should clarify our core values, create a clear, unique and attractive brand story, learn to sell product stories to sell brand stories.

The two is to understand local culture and properly differentiate operation, but at the same time ensure the systematic communication of global brand.

In addition, we should identify whether local background is strengthened or weakened based on industry attributes and audience categories. "