The Development Of Chinese Enterprises Must Take The Road Of Brand Facing The World.

In the past 30 years since reform and opening up, China's economic development has attracted worldwide attention. < p >

China's color TV, washing machine, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "http://www.91se91.com/" > shoes > cap > and so on as many as more than 100 categories of products ranks first in world output.

Obviously, China is already a truly "world factory" and "big manufacturing nation". Compared with this, China is also an undisputed brand weak country, and the world famous brand is rare.

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< p > the giant of foreign trade, the famous brand dwarf, the cruel reality makes every Chinese people feel ashamed.

In 2003, 62 of the 100 most valuable brands in the world were evaluated by the world's authoritative institutions, accounting for 62 in Japan, France, Germany and Britain, and none in China.

In 2007, only 12 brands were selected in the world top 500 brand list compiled by the world brand laboratory.

In the ICBC, Bank of China, China Life Insurance, China International Airlines, Sinopec, State Grid, China Mobile, CCTV, China Railway and Haier, Changhong, Lenovo and "China brand national team", only Haier, Changhong and Lenovo's market is free competition, while the other nine big power enterprises are monopolized or protected.

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In the face of the impact of the wave of economic globalization in twenty-first Century, Chinese enterprises should pform from "made in China" to "created in China". Only by innovating independently and forming their own strong brands can China occupy a place in the fierce market competition, so as to build our country into a real economic power.

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< p > < strong > 1. Enlightenment from the failure of enterprises under the financial turmoil < /strong > < /p >

< p > 1, brand, fundamentally represents the image of the country.

The financial turmoil has made the world's eyes start to focus on China. The Chinese faces are still good under the financial turmoil. Although many private enterprises in the South have gone bankrupt and closed down, they should bring development to China as a whole. They are the incubation and cultivation of brand power and the birth of the future.

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< p > 2, the Enlightenment from small and medium enterprises failure: first class enterprises sell brands, second class enterprises sell technology, three flow enterprises sell products, lack of brand support, and enterprises have weak viability.

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< p > a general enterprise that produces lighters, the profit of selling a lighter is only 7 cents. Once the price is substantially reduced, the enterprise will be overburdened.

Because of the high brand premium, brand enterprises can withstand the loss of profits caused by rising costs and lower prices, and get rid of the predicament of survival.

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< p > a manufacturer who only produces shirts will earn a small profit only by the way of export. Once the deterioration of foreign environment occurs, the survival of the manufacturer will be seriously threatened.

Because of the strong ability of brand extension and brand expansion, brand enterprises are not single and market is not single, so they can resist any adverse effects caused by any crisis.

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< p > 3, excellent brand Starbucks gives us the inspiration: in Starbucks, the price of a cup of coffee is 32 yuan, of which the cost is 6.88 yuan, the store rent is 4 yuan, the labor cost is 2 yuan, the operating cost is 2.56 yuan, and the brand premium is 16.56 yuan.

Brand can generate high premium and help enterprises improve their ability to resist risks.

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< p > 4, made in China is definitely not equal to China's creation.

The president of the world said that China has only "1.5" world-class brands: one is Tsingtao Brewery, and the other half is Qingdao Haier.

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"P > a lot of domestic enterprises lack the international strategic vision."

Short sightedness and hard struggle have made a small $1 manufacturing cost, ignoring the $3 brand premium space.

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< p > manufacturing enterprises are too dependent on foreign environment and have no own brand or market.

Enterprises must build a strong force of "one family, one heart, one together" based on the brand building and the establishment of enterprise culture.

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< p > < strong > two, China < a href= > http://www.91se91.com/news/index_f.asp > brand > /a > environmental analysis < /strong > /p >

< p > 1, government < /p >

< p > Premier Wen Jiabao said: "we must start from the strategic height of the great rejuvenation of our country and encourage our excellent enterprises to strive for the world's top brands."

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How much money can p and $1 billion bring to the enterprise? The answer is 227 times.

If enterprises want to get the initiative in the brutal market competition, they should seize the commanding height of the brand.

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< p > if the country can generate some money from the trillions of investment every year to support the brand building of the enterprise, what will the fate of the Chinese enterprises be in the future? < /p >

< p > 2, industry < /p >

< p > according to Hu Run's China brand list (including "2010 Hu Run brand list" and "2010 Hu Run private brand list"): real estate, finance, tobacco, clothing and household appliances manufacturing industry has produced 65% of the most valuable Chinese brands.

Among them, there are 21 real estate, 18 financial, 13 tobacco, 11 clothing, 8 wine and household appliances, 6 information services.

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< p > because of the rise in land prices, the number of real estate brands is the largest, reaching 21, double the number of last year, and for the first time exceeds the number of financial brands.

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< p > Tencent, Baidu and Ping An insurance have become the top three most valuable private brands in China.

This shows that the Internet industry is the biggest winner of this year's private brand.

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< p > service industry has attached enough importance to brand building, such as China Merchants Bank in the financial industry, Haier and GREE appliances in household appliances industry, Lining in clothing industry, Tsingtao Brewery in beverage industry, etc.

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< p > manufacturing, catering and some state monopolized industries have not attached enough importance to brand building. They have only stayed at the product level and have not upgraded their products to brand names.

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< p > 3, enterprise < /p >

Less than P, entrepreneurs in China can no longer afford to eat small pieces of leftovers left over from the world's brand, and do the OEM business in raw materials.

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< p > qualified leaders should strive to become leaders in the industry. They should use their dreams to motivate their employees and share their future with their employees.

Therefore, Chinese entrepreneurs need to have a dream and ambition to be a hundred years' brand and turn from OEM to OBM.

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< p > the highest practice of enterprise management is brand management.

To control the capital with invisible control and brand.

The brand strategy is that the enterprise takes the brand as the core competitiveness to gain differential profit and value, and its essence is to create differential competitive strategy.

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< p > 4, advisory body < /p >

The success of P's brand development is due to the possession of hundreds of professional brand consulting agencies.

There are fewer than 20 brands in China.

70% of Listed Companies in the United States have built brand names.

Less than 10% of China's listed companies have built brand names.

This is the gap.

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< p > < strong > three, Chinese enterprises' misunderstanding of brand internationalization < /strong > < /p >

< p > 1, three major erroneous zones < /p >

< p > some local governments are eager for quick success and instant profits and pursue political achievements.

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< p > evaluation system is imperfect and unscientific.

Absurd enough to buy a prize, money to win a prize, and money to win a small prize.

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< p > consumer brand awareness and tendency have not been effectively guided.

The phenomenon of blindly worshipping foreign brands and belittled national brands appears.

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< p > 2, five hidden danger < /p >

< p > the government has put forward the requirements of brand building, but there are no specific implementation measures and support programs.

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< p > the enterprise understands the brand superficially, only thinks that is the product advertises, the entrepreneur individual speaks everywhere.

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< p > China's real brand enterprises are few. At present, the top 20 brands are concentrated in resource oriented central enterprises.

Many enterprises that accumulate resources are giants in scale, but in essence, they are brand dwarfs.

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< p > China's brand export ability is weak, mostly for primary products, and single OEM products are the existing state.

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< p > coordination of various departments leads to inadequate brand protection, more counterfeit brands on the market and more difficulty in fighting counterfeit products.

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< p > < strong > four, how can Chinese brands really go to the world? < /strong > /p >

< p > creating an independent brand is a very rugged road, but the Chinese enterprise must face it bravely.

Zhang Ruimin boarded the forum of Harvard University to teach China's first business case, showing not only the Haier brand, but also the brand of China's emerging world appliance giant.

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< p > Chinese enterprises must pform from manufacturing power to brand power, not only to produce products, but also to create brands.

The Chinese have won respect for aerospace, hosting the Olympic Games, the Asian Games and World Expo, and win the respect of the world through enterprises and brands.

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< p > China's enterprises have been importing CIS to enhance their competitiveness. Shaping a good brand has not yet been put on the agenda.

There are numerous examples of a brand developing an enterprise and driving one party's economic development. The brand is a breakthrough and a shortcut for the construction of the city and even the country's image.

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< p > the development of Chinese enterprises must take the road of brand facing the world.

In the next 10 years, the primary task of enterprise brand strategy is to achieve internationalization.

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< p > for Chinese enterprises, when we first define branding, we must not overemphasize narrow nationalism and ignore the real needs of people. The commonness of human beings is that whether you are white skin, black skin or yellow skin, they like to be cared for and respected. They like to be happy and healthy forever. They like to enjoy equality and freedom. They will love their motherland and hometown. They all like their relatives and friends. They all prefer simple rather than tedious, and they prefer light rather than darkness.

We must respect the traditional culture of our enterprises and our region, but we should also face the future and face the world.

When the brand meets the needs of human nature to the maximum, it is possible to last longer. Therefore, we should try to make the brand closer to people's hearts.

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< p > the core of brand internationalization is to embody humanization. Humanization is a comprehensive care for people based on equality, freedom and respect. The basic point is how to behave.

For enterprises, humanization is the process of putting people first and adhering to the principle of "putting people first" in order to provide humane care and service to consumers, employees and the whole society.

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< p > the foundation of brand internationalization is to emphasize institutionalization. Institutionalization is the comprehensive regulation of things based on standardization and procedure, and the fundamental point is how to do things.

For enterprises, it is the process of enterprises taking market as the guide and obtaining market value by means of commercial means.

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< p > but we are wondering: how many enterprises in China know how to behave now? How many enterprises in China know how to do things? How many enterprises in China know how to behave? < /p >

"P" may be just thinking about how many enterprises will collapse like an "Sanlu milk powder" in an instant.

How many a href= "http://www.91se91.com/news/index_c.asp" > Enterprise < /a > also like "Tongrentang", hundreds of years of evergreen industry.

And how many corporate brands can "revive" after the death and rebuild their memories? They are well known all over the world. < /p >