Top Brands Are Rare, Making Zhejiang Enterprises Difficult To Sea.

From unlicensed, OEM to licensed, from licensed to famous brand, from famous brand to international brand, which step does Zhejiang private enterprise go to?

Yesterday, a set of data announced by the provincial economic and Trade Commission showed that both Zhejiang's well-known trademarks and China's famous brand products are all in the forefront of the whole country.

However, behind the optimistic data, there is a sign of not optimistic. The highest value of YOUNGOR in the province is 9 billion 200 million yuan, which is lower than the Haier brand with the highest brand value in the domestic manufacturing industry, 54 billion 800 million yuan.

The lack of top brands and strong brands has become a fatal weakness for Zhejiang enterprises to participate in international competition.

From the 90s of last century, our country began to implement brand strategy consciously from the 90s of last century.

By the end of last year, our province had 221 well-known trademarks in China, ranking four in the past four years, and 289 famous brand products in China, accounting for 14.8% of the total number of the country, ranking second in the whole country.

Last year, Wanxiang Group Qian Chao QC brand universal joint became the first China world famous brand product in our province, and realized the breakthrough of China's world famous brand products.

At the same time, the proportion of brand economy is also improving.

In 2007, the sales revenue of famous brand products (industry) above the province level was 748 billion 980 million yuan, accounting for 21.8% of the sales revenue of Industrial Enterprises above designated size.

The contribution rate of famous brand products to industrial growth above Designated Size in the province is 28.3%, and the industrial growth above scale has increased by 5.1 percentage points.

The profit of famous brand enterprises is 79 billion 920 million yuan, accounting for 45.9% of the above scale industry.

This is an exhilarating data, but it also reveals the fact that our province lacks the top brands: the breakthrough of world famous brand products is zero, but it is only limited to "1"; the highest brand value of YOUNGOR in the province (brand value is 9 billion 200 million yuan) is lower than that of Haier in Shandong (the brand value is 64 billion yuan) 54 billion 800 million yuan.

The brand economy has been developing rapidly, but it is still at a low level in terms of brand innovation capability, brand internationalization, brand equity operation, and has not formed top brands and strong brands.

Provincial Economic and Trade Commission responsible person analysis, since joining the WTO, domestic enterprises have been attacked by pnational groups and international trade barriers. This is also the reason why our province's brand construction is "fast running" but not really strong.

At present, the 100 most valuable brands in the world are concentrated in developed countries, and the world's largest 100 multinational companies, nearly 90% of them are in developed countries.

"The brand building in Zhejiang can be described in one sentence, that is," although there are stars, there is a lack of a big round moon. "

Yang Yiqing, executive director of Zhejiang Zheshang Research Association, said that the top brands and strong brands are rare, and they do not match the leading position of the province's total economic output and the number of famous brand products and well-known trademarks.

According to his analysis, the size of brand value is necessarily related to the scale of enterprises. The most valuable brands in the world often have strong enterprise scale to support them.

And most of the private enterprises in our province start from small workshops. They know the importance of the brand very late, and are also constrained by the practical conditions such as capital.

"From the situation of CCTV bidding, Zhejiang enterprises did not weaken the brand."

Yang Yiqing said the situation is moving in the right direction.

5 years ago, tens of billions of enterprises in Zhejiang were few, but after all the way to catch up, in 2008, the list of top 100 enterprises in Zhejiang has reached tens of billions of Zhejiang enterprises.

Therefore, he believes that with the continuous expansion of the scale of private enterprises in the province, the probability of the emergence of top brands and strong brands will also be greatly improved.

The cluster brand has more fighting power. With the global financial turmoil sweeping across the board, the lack of top brands and strong brands will directly affect the speed and depth of Zhejiang enterprises entering the international market.

Many Zhejiang enterprises have realized this. In recent years, more and more export enterprises have begun to register trademarks abroad. As of the end of last year, the total number of foreign trade marks registered in our province amounted to 17 thousand.

However, the brand advantage in the international market will not be highlighted because of a registered trademark.

Zhou Qingyu, Deputy Secretary General of the Shengzhou necktie Industry Association, believes that when there is a shortage of singles oligarchs, we should use the power of the cluster flexibly and establish the cluster's "Big Mac" brand.

In Zhou Qingyu's view, the cluster brand has more fighting power than a single brand. There are four direct benefits: first, take the initiative in the upstream and downstream industry pactions; the two is to gain popularity in the domestic and foreign markets, and to get higher returns; three, to do things that many single businesses can not do, gather all kinds of policy resources, get support from industrial policies and business policies; four, stand out from the international division of labor pattern, and help pform and upgrade industries.

In fact, there are currently famous brands in the province which become the potential brands of the top brands. Most of them come from various industrial clusters. For example, the low-voltage electrical appliances cluster of Liushi town in Yueqing, Wenzhou has produced 5 famous brands of low-voltage electrical appliances, such as FATO, Delhi, CHINT, Tian Zheng and PEOPLE, etc. the shoe cluster of Ou Bei town in Yongjia County, Wenzhou has produced 3 famous Chinese brand products: Red Dragonfly, spider king and AOKANG.

Yang Jing: editor in charge