Local Companies Rush To Buy Foreign Brands At The Canton Fair.

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Roman Jeronok, a merchant of Italy, who sells or rents old brands in Italy, is thriving. Many local businesses are rushing to buy foreign brands at the highest price, or even more than a million euros.

It is understood that besides the traditional furniture industries such as furniture, clothing, textiles and other traditional industries which are familiar with the Italy brand for sale or lease, there are many local businesses seeking Italy brand in sports goods, small household appliances, tableware and other fields.

If we analyze carefully, the purpose or motive of local enterprises to buy foreign brands is not only to open up overseas sales, but also to add "halo" to domestic sales, which makes products more attractive to consumers.

"On the one hand, Chinese enterprises can expand overseas sales through buying foreign brands, help to better integrate into local culture and customs, reduce resistance to overseas markets and increase sales volume of enterprises. At the same time, the test of the international market has prompted enterprises to pay more attention to brand building, improve the visibility and technology content of products, and promote the pformation and upgrading of enterprises."

Zhu Qinghua, a light industry researcher at CIC, told reporters: "on the other hand, as for adding" aura "to domestic sales, it is mainly that" brand "is playing a key role.

Enterprises seize the trust of domestic consumers to import foreign brands, which can better expand the domestic market, meet the psychological preferences of consumers, and facilitate the implementation and promotion of product marketing strategies.

In fact, the phenomenon of brand "foreign flavor" has been in existence for a long time in clothing, furniture, home textiles and other industries.

If there is no clear quantitative standard for the evaluation of brand value in the domestic market, whether it is known as "Chinese well-known trademark" or "Chinese famous brand" may be a simple measure of whether a brand is popular.

At present, there are 51 products in the clothing industry with the title of "Chinese famous brand products". Among them, there are 30 brands with English alphabet or English pliteration, and the phenomenon of "brand Westernization" is very common.

For Chinese consumers, "foreign countries left behind at the beginning of reform and opening up"

"Better than local manufacturing" has long existed.

According to a survey, 53.3% of domestic consumers tend to buy more "foreign flavor" clothing brands, and only 16.7% of domestic brands are surveyed.

In particular, young consumers, clothing and other fashion consumption "Chongyang" tend to be more obvious.

"Domestic consumers have great differences in the quality evaluation of local brands and foreign brands."

Liu Qing, an international trade and Economics Institute of University of International Business and Economics, pointed out in an interview with reporters that because of the information asymmetry in the market, many times consumers can not get complete information to accurately evaluate the quality of products.

The same product, consumers' confidence in domestic brands and foreign brands will naturally affect their buying behavior.

From this point of view, the purchase of "foreign brands" by local enterprises is indeed out of market demand.

However, it should be noted that the end of the purchase does not mean that the sales volume of future products can be "no worries".

"As China opens wider to the outside world, China

Will face more foreign well-known brand choice.

For an enterprise, cultivating a famous brand requires enormous manpower, material resources and capital investment. It needs continuous updating and practice of enterprise culture and design concept.

The behavior of buying foreign brands shows that our enterprises attach importance to brands.

Zhu Qinghua pointed out that in the case of gradual loss of demographic dividend, enterprises will face pformation. For some "meager profit" enterprises, the brand effect brought by famous brands abroad may also win a breath of space for themselves in the short term.

"But if Chinese enterprises want to get better development in the long run, they must constantly improve their own strength."