China'S Enterprises Should Be Vigilant When The Guangzhou Trade Fair Brings "Foreign Garments".

A few days ago, it was regarded as China's "foreign trade vane" in late 2012 and early 2013.

The Commodities Fair ("Canton Fair") ended in Guangzhou.

Due to the fact that the world economy has not yet recovered, the pcript issued by the Canton Fair is not good.

However, in contrast to the data on the turnover and the number of participants in the Canton Fair, Roman Jeronok, a businessman in Italy who sold or rented old brands to Chinese enterprises at the Guangzhou Fair, is thriving. Many local businesses are rushing to rush to buy "foreign brands", and the highest price is even more than one million euros. "Italy"

It is understood that this furniture is not only familiar to Chinese people,

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In addition to the traditional industries such as Italy, which are available for sale or lease, there are many local businesses seeking Italy brands in sporting goods, small household appliances and tableware.

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, said to "China made news" reporter, "on the other hand, as for adding" aura "to domestic sales, it is mainly that" brand "plays 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 in the domestic market for brand value evaluation, whether it is rated as "China famous trademark" or "Chinese famous brand product" 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, the impression that "foreign brands are better than local manufacturing" left behind from the beginning of reform and opening up has existed for a long time.

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 School of University of International Business and Economics, told reporters in the China national classics news that because of the information asymmetry in the market, many times consumers could not obtain 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".

"Behind a brand often carries the confidence of consumers in the enterprise. In order to maintain brand value, enterprises must pay attention to the maintenance of consumer confidence, which in the final analysis depends on the quality of the product itself to give consumers satisfaction."

Liu Qing believes that if the enterprises are only putting on "foreign clothing" and do not fundamentally improve the quality of products, buying foreign brands will bring short-term effects instead of long-term benefits.

"With the opening up to the outside world, China's consumer market will face more foreign brands.

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, brought by well-known foreign brands.

The effect may also win a breathing space for itself in the short term.

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