Detailed Description Of The Limitations And Solutions Of Chinese Brands In The Past Thirty Years

After 30 years of reform and opening up, more than 20 enterprises in China are among the top 500 in the world, but there are no world-class brands in the real sense.

Even domestic brands, which only operate in China, need long-term accumulation and accept the test of time.

The Sanlu milk powder incident and the widespread defects of quality management in the dairy industry also reflect the weakness and weakness of Chinese brands from one aspect.

Therefore, we can define the era of brand innovation after 30 years of reform and opening up, but it can not be said to be an era of brand success.

China's brand is in its infancy. From the perspective of global brand development, the world is entering the era of brand. Its brand is brand and industrialization.

The so-called "industrial branding" shows that the dominant resources are increasingly concentrated on the dominant brands, forming the stronger industrial structure of the stronger.

Coca-Cola, WAL-MART and GE are all benchmarks for the brand of the industry.

The "brand industrialization" shows that the brand is a virtual asset that can be operated independently. Through the replicable and diversified brand management mode, the brand can integrate tangible assets and create long-term profits.

McDonald's, Disney and Starbucks are examples of brand industrialization.

In the wave of industrial branding and brand industrialization, brand has become the leading force in changing the industrial structure and leading the way of life, and the most valuable core asset of an enterprise.

China's brand is still at the initial stage of development. After 30 years of reform and opening up, more than 20 enterprises in China are among the top 500 in the world, but there is no world-class brand in the real sense.

Because as a world-class brand, there are at least two conditions: first, more than 30% of the profits come from overseas markets; two, in the international market as high-end brands occupy a larger market share.

Without a considerable proportion of overseas sales and a strong position in the international market, it is not a world-class brand.

Of course, China has a large number of internationally renowned enterprises with embryonic form and potential for development. This is the hope of Chinese brands.

From a higher level, brand as a high degree of economic development, its maturity must be corresponding to the degree of economic and social development. The history of brand development in the West has proved this.

At present, China is still in the primary stage of socialism, which determines that the development of China's brand is still in the primary stage.

30 years of reform and opening up is a time of economic development and lack of faith. In the aspect of making brand, it shows that it is easy to make quick profits and instant benefits, lack of minimum integrity, pay attention to image packaging rather than product quality, and even more "national inspection free products" expose serious quality defects.

On the other hand, brand is the product of consumer experience, and the experience of consumers is constantly changing. This requires enterprises to have the ability of continuous innovation. Chinese enterprises are lack of awareness, lack of ability and lack of funds in the aspect of innovation, which restricts the development of brand.

But can entrepreneurs create an international brand if they have faith and creativity?

Obviously not.

There are two typical phenomena in the brand building of Chinese enterprises. First, they have the first-class brand concept, only the second-class brand management level, the three tier brand position, and always fail to take the lead in the brand pformation of the industry. Two, they have core competence, superior resources and special products, but lack of brand thinking, no brand strategy, and no understanding of brand management methods, which lead to a missed opportunity to realize and enlarge the brand value in the process of brand industrialization.

These two situations provide a large number of potential M & A partners for brand entrepreneurs.

These brand entrepreneurs are different from ordinary entrepreneurs. They are good at building branding organizations and being good at brand equity management, so that they can turn top-ranking brand ideas into first-class brands and magnify and realize the brand assets that are underestimated.

In order to excavate and enlarge the potential value of brand, enterprises must pform from brand marketing to brand equity management.

The basis of brand asset management is - branding organization.

Looking forward to the future, brand building is bound to take the road of "internal and external repair", while brand image building and dissemination should be focused on brand building.

If we study the development history of Tsingtao Brewery, we can find that the brand value of Tsingtao Brewery is constantly enlarged and realized after the expansion of M & A, but this process is not completed through simple mergers and acquisitions. Its secret lies in - branding organization construction.

Tsingtao Brewery has reformed the acquired company, and even reconstructed the management system of the whole group to adapt to the changing situation after the merger and acquisition. This is one of the manifestations of brand organization construction.

In addition, Heng Yuanxiang's brand strategy is to create more brands through the way of virtual integration after the establishment of a brand organization by Heng Yuanxiang.

It is entrepreneurs and consumers who decide the fate of the brand, not the creative people, the planners or the advertisers.

Because only entrepreneurs can decide the direction of brand development from a strategic height, design brand products and services from the perspective of consumer demand, ensure brand management capabilities from the organizational perspective, and create a brand in real sense.

As an entrepreneur, we should strive to enhance our brand management capability.

In the past thirty years, the way to break the brand is to meet the needs of the development of Chinese brands, and the service ability of the brand professional consulting institutions needs to be improved.

At present, in the whole brand service chain, advertising, public relations, marketing planning, market research and other professional links are relatively mature, but there are still lack of professional institutions and talents in brand strategy, brand management mode, brand management system construction, brand asset evaluation and operation.

From the perspective of brand builder, I have absorbed many reasonable elements of brand theory on the basis of analyzing the "Olympic" global brand benchmark. I think it can give a brand new definition to the brand in the era of experience economy: brand is a comprehensive experience of all interests, emotional relationships and social relations provided by people to organizations, products or services, and it is a symbolic intangible asset that can bring long-term benefits to specific owners.

This definition includes enterprise investment brand should enhance three major business capabilities, that is: (1) brand trading ability, products or services sell more, sell faster, sell longer, sell more expensive; (2) brand replication ability, reflected in the creation of brand can quickly copy the way into the new field, create new brand; (3) brand leadership ability, refers to through the brand virtual integration way of global operation ability.

In the thirty years of development of Chinese brands, it is easy to see that building brand organizations and developing brand equity operations is a breakthrough for Chinese brands in the future.

More clothing investment information, click here to enter the responsibility editor: Wang Xiaonan