How Does China's High-End Brands Pform Into International Giants?

< p > since we want to be a world-class brand, we need to know first what is the standard of "a href=" http://sjfzxm.com/news/index_c.asp "world class brand < /a >" /p ".

< p > < < a href= > http://sjfzxm.com/news/index_c.asp > > World Luxury Association > /a > definition of global luxury enterprises, we can find the gap and make clear the next direction.

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< p > strong > global influence.

< /strong > according to the reputation of the brand in more than 100 countries around the world, at least 80% of the countries know or hear about it, mainly through the media to measure this standard; < /p >

< p > strong > global share.

< /strong > according to brand in the global market, < a > store share < /a >, mainly refers to the proportion of countries in the circulation channel, a brand in many countries of the world has a storefront, is an important criterion for measuring global share; < /p >

< p > < strong > consumer feedback.

< /strong > in more than 100 countries of the world, there are relatively fixed consumers and market groups. Then, based on the sample visit of the consumer group, the feedback impression is obtained according to the questionnaire survey feedback.

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< p > any enterprise, with the above factors, can be called a world-class brand.

LV, for example, is relatively large in global influence, occupancy and consumer feedback.

But looking back at the domestic brands, the gap is also coming out.

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< p > in fact, the competition of international brands tends to be the comprehensive contest of national strength and the spread and popularization of the national culture. Because there must be a strong culture to endorse the high-end brands. If others do not accept your culture, then it will be very difficult to accept your brand. Therefore, cultural promotion should be an important factor in promoting the brand globalization. Sometimes, it is not enough to rely solely on the behavior of enterprises. To create world-class luxury brands, it is also necessary to give full play to the strength of the government, strengthen the spread of Chinese culture across the globe, and create conditions for the luxury brands of Chinese enterprises to go global.

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In addition to building a world-class brand, we should give priority to selecting industries and products with unique and core competitiveness, such as Chinese liquor, tea, silk, ceramics and so on, all of which have the characteristics of becoming world-class brands, all of which are related to the interest of Chinese culture. P

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< p > but many of China's "a href=" http://sjfzxm.com/news/index_c.asp "luxury brand" /a "to the world, there are also practical problems that need to be solved, such as Chinese liquor is facing three major problems: first, the lack of liquor standards abroad; two, liquor has not entered the circulation market in bulk, and three is lack of overseas fame.

The solution to these problems is not the exclusive solution of enterprises and brands like Moutai.

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< p > therefore, Chinese enterprises and brands need to play the wolves tactics at times. If they want to become world-class brands, they need a lot of enterprises to work together to jointly occupy the global market and produce world-class brands from the middle. Once a brand becomes a representative of the national endorsement, the chance to produce world-class brands will increase greatly, just like the red wine of France and the Swiss watch.

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From the perspective of market layout, if we want to speed up to become a world-class brand, we must first choose the country that can become a luxury brand weathervane, and establish a foundation in these countries so as to speed up the globalization of P.

Generally speaking, a country that can become a luxury brand weathervane should first choose European and American countries. Entering these countries and establishing their status is often of great strategic significance.

If only a few small countries are occupied, it will be difficult for them to be accepted by the mainstream countries quickly.

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< p > in the way of operation, first, we must learn to find a certain organization to carry out brand endorsement, such as the cooperation with the World Luxury Association. Through the association's approval, it is a good way of communication. In addition, we can quickly penetrate the channel of brand infiltration and channel construction by means of their channels and platforms. Two, we need to integrate our resources with all our heart, and even make rapid channel expansion through the way of resource exchange, such as strategic cooperation with large brand operation agencies abroad, and quickly enter the channel system of the other side.

If it is alcohol, for example, cooperation with large liquor organizations abroad, the other side can use the channel formed by our brand to introduce the wine of the other side, and the other side should introduce our brand and product into the other party's channel and sales promotion platform correspondingly.

In this way, resource integration and leverage can greatly reduce the huge investment of Chinese enterprises and brands in channel construction and speed up the layout of the market.

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< p > in the marketing mode, we should draw lessons from foreign luxury enterprise models, such as the experience of foreign enterprises, < a > marketing mode < /a > and the marketing mode and operation methods that rise to the lifestyle of consumers, which will be of great significance to Chinese brands and enterprises who want to go global.

Furthermore, the event marketing should be carried out with the combination of international important events, and the soft and directional communication of < a > brand < /a > should be emphasized.

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