Bosideng Gao Dekang Talks About Shaping The Image Of "Made In China"

With the acceleration of global economic integration, more and more Chinese brand The choice of "going out" and entering the international market to open up a new world is also facing enormous resistance and obstacles. In the third Plenary Session of the 18th CPC Central Committee, it was proposed to build a new open economy system. At this year's national two sessions, accelerating the pace of "going out" and enhancing the international competitiveness of enterprises has become a hot topic for the representatives and members of the business community.

"Internationalization of Chinese brands must first be respected by Chinese brands and made in China. "This is not only the brand image of the enterprise, but also the national brand image!" Gao Dekang, chairman of the National People's Congress and chairman of Bosideng group, said with emotion. clothes One is France. Designer One of the designs produced in France is made in China and made in China. Which consumer will choose from the international market? The answer is obvious. If China's independent brand is to achieve internationalization and establish brand status in the world, it must speed up the upgrading of the national brand image.

Bosideng is China. clothing The pioneer of brand exploration internationalization has actively and steadily expanded the international market in recent years. It has set up the European headquarters and flagship store in London, and bought the British men's wear brand, signed the official league partner of the Premier League, and promoted the independent brand products with the German OTTO. On the eve of the Spring Festival this year, the first fashion experience shop opened in Manhattan Union Square, New York, which attracted the attention of the American fashion industry. But Gao Dekang said frankly that "pressure mountain", he said that with the continuous upgrading of industrial upgrading, China made from quality to technology has improved significantly, and some products even catch up with the international advanced level. Spin Clothing, white goods and other industries all have international competitive advantages, but so far there is no truly international brand in China.

"International consumers do not have a high degree of recognition for Chinese brands. During the past years of reform and opening up, we have created a legendary Chinese made and inexpensive product. However, the behavior of ignoring the intellectual property and creative labor has also made China" stigmatized ", which has greatly affected the international consumers' positioning and views on Chinese brands, and also made domestic consumers lack confidence in local brands. Gao Dekang believes that when international brands enter the Chinese market in large numbers, if they do not change the brand awareness of consumers, Chinese manufacturing will not only be difficult to stand in the international market, but also to stabilize the share of the domestic market is very difficult.

In recent years, the Chinese government has spared no effort in upgrading the image of "made in China". The Propaganda Department of the Ministry of Commerce "made in China and world cooperation" has launched the "made in China" image defending war; "high-speed rail diplomacy" has greatly enhanced the international image made in China, getting rid of the general impression of low-end processing and manufacturing. However, changing the views of the market and consumers and rebuilding consumer cognition requires a long-term communication process.

The representative of Gao Dekang suggested that the government should include brand development in the national development plan from the height of China's national soft power, and upgrade the brand strategy to the national brand strategy. market The policy system matched by economic rules, issued a series of supporting rules, encouraged and supported Chinese brands with potential for development, boldly "go out" and "go up" and open up international markets. At the same time, from the perspective of promoting the national brand level of the dominant industries, we should encourage the leading enterprises in all industries to join forces to form a brand name and national image of the dominant industry group, so that the image of "brand China" and the Chinese brand will be respected by the world.