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How To Make Chinese Brand High Value Brand "Puberty"?

2014/6/5 8:36:00 42

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a < a href= "http://sjfzxm.com/news/index_s.asp" > brand < /a > is not just a trademark or slogan. Jean-No lKapferer, a professor at the HEC School of business in Paris, found that if a French car price index is 100, the French think it is too normal to spend 115 of a German car, which makes the Germans think it is worthwhile to invest more in research and quality control. 
 for a company, there is no doubt that strong and high value brands are the main competitive advantages. 
 but what kind of brand has high value? In the past year, Chinese enterprises have continuously increased the investment of < a href= "http://sjfzxm.com/news/index_s.asp" > brand building < /a >. The research results of the most valuable Chinese brand 50 released today show that many brands have gained great value promotion. 
 "puberty" Chinese brand 
 if you want to paint a portrait of the 50 high value brands listed on this list, Tan Beiping, the director of R & D director of Huatong Ming and greater China in WPP group, is a young man who has just graduated from the University of about 23 years old. According to the list of data, most of these high value brands are at puberty under the age of 30, and the median age is 23 years old. That is to say, they are in the process of ending their rapid absorption and growth and starting their careers. 
Such a p age also means that they need to find the common needs of the old generation of consumers who have loved themselves and the new generation of consumer groups. 
 international high value brands, statistics show that the average age is around 50 years old. Some brands such as Coca-Cola have a hundred years of history. Although it is also facing the problem of brand aging, it often has a complete brand system, management system and ability to control changes. Therefore, in the Chinese market competition, Lining, Anta, 361 and other brands in the first ten years showed positive courage and rapid development. Lining also surpassed Adidas's market share. On the contrary, Nike and Adi were relatively cautious and conservative in previous years. However, due to their clear positioning and proven management system, they maintained relatively stable performance at this stage. 
At P, this age gap is also one of the reasons why Chinese brands are less internationalized. Although there are 13 Chinese brands in the latest BrandZ most valuable global brand list, Tan Beiping believes that most Chinese brands are not truly international brands. Most of the global high-value brands earn quite a bit abroad, at least in 3 countries or regions, while China's high value brands are competitive in the local market, but some do not regard internationalization as the direction. "Of course, part of the reason is that many of China's high value brands are state-owned enterprises, which have advantages in some domestic non competitive markets, but it is difficult to adapt themselves to international market competition." 
 on the other hand, Tan Beiping also found that in the past 2~3 years, some Chinese brands continued to fall into a crisis of confidence. The Chinese trust index for Chinese brands continued to decline, and with the development of digital media, the crisis of the brand would be magnified. Sometimes even if there were minor flaws, if the response was not timely, the crisis could also form a crisis. In fact, many brands, including the high value brands listed on the list, have encountered all kinds of crises. Tan Beiping believes that the most fundamental thing is that we should practise our internal skills and adhere to our professional ethics. On the other hand, we should not be dodged by crises, but should be honest and quick. 
 the commonality of high value brands 
 How can we enhance the value of the brand? Tan Beiping thinks, first of all, the brand should know where its value comes from. "Brand sales are the foundation of brand value," Tan Beiping told reporters. Of course, this value is only reflected in the value of the enterprise related to the brand's main business. If some enterprises have real estate and other sideline businesses, they can not be counted. 
 however, the increase in sales revenue alone does not account for the growth of brand value. If there is a big promotion during the year, it may increase sales in the short term, but this growth is not stable; if the sale is obtained because of monopoly, once the market changes, consumers may choose other brands. 
 < < a href= > http://sjfzxm.com/news/index_s.asp > > brand value < /a > is not the enterprise's self talk, but the consumer's trust and definition in its mind. Tan Beiping said. 
 followed by the power of brand development, or the potential for growth. Although the growth of brands will be affected by the growth of the market, as China's growth rate is unlikely to be reproduced in the European and American markets, but if the brand has a unique positioning and development direction, we can expect the future growth of its brand. 
 in addition to the above criteria for evaluating brand value, in Tan Beiping's view, high value brands have a common feature, that is, consumers can get more emotional factors besides functional value. For example, China Merchants Bank (stock market capital flow), perhaps functional difference is not very different from other banks, but for consumers, its proximity and service are stronger. This is why some state-owned banks have a large sales volume, covering many outlets, but the growth rate of their brand assets is not as fast as that of some private enterprises. 
 in fact, the higher the brand is, the higher its brand premium is, and the more profits it will have. Of course, this requires enterprises to be better than other brands in R & D, operation, advertising, quality and market demand control, so that they can more quickly recommend innovative products to consumers and make consumers feel valuable for good brand investment. 
 correlation: innovation ability of high value brand 
 although the outside world has been doubting its innovative ability for Chinese enterprises and brands, Tan Beiping has found that high value brands are not lacking in the direction of innovation, communication innovation, positioning innovation, product innovation, service innovation and so on. 
 "in the Chinese market, especially in some market-oriented private enterprises, innovation is not lacking." But Tan Beiping also said that the problem faced by Chinese enterprises is the lack of sustained innovation and the lack of a lasting and perfect innovation system. This will also be one of the obstacles for enterprises to build high value brands. 
 how to build high value enterprises, Tan Beiping believes that Chinese enterprises should consider changing the way of competition from the big strategy to the core of sales drive and market channel development, but reconsider brand centric competition. In fact, some brands have begun to implement the strategy of shrinking, and focus more on brand management. On the other hand, the brand should also have its own brand ideal, that is, what kind of happiness the business can bring to consumers.