Gao Dekang: Portray The Image Of "Made In China"

With the acceleration of the process of global economic integration, more and more Chinese brands choose to "go out" and enter the international market to open up new horizons. However, they also face enormous obstacles and obstacles. In the third Plenary Session of the 18th CPC Central Committee, we proposed to build an "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. "A piece of clothing at the same price is designed by French designers and produced in France. One is made in China and China is born. What is the choice of consumers in 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.

In recent years, Boston is a pioneer in the exploration of internationalization of Chinese clothing brands. In recent years, it has actively and steadily expanded the international market. It has set up European headquarters and brand flagship store in London, Britain, bought British men's clothing brand, signed the official partner of the Premier League Hotspur team, and promoted the independent brand products with German OTTO. On the eve of the Spring Festival this year, the first fashion experience shop opened in Manhattan Union Square, New York, triggering the United States. fashion The community is concerned. 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, such as textile and clothing, white household appliances and other industries have international competitive advantage, but China has so far no real international brand.

"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.

　　 Gao de Kang The representative suggested that the government should take the brand development into the national development plan from the height of China's national soft power, upgrade the brand strategy to the national brand strategy, strive to improve the policy system that is compatible with the rules of the market economy, and introduce a series of supporting rules to encourage and support the Chinese brand with potential for development, boldly "go out" and "go up" and open up the international market. 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.