It Is Imminent To Cultivate The World Brand Of Chinese Consumer Goods.

While many Chinese consumers are still obsessed with international luxury goods such as LV and Chanel, the major world brand evaluation agencies have released all kinds of world.

In the list, GREE, Midea, Galanz, Tsingtao Brewery (39.40, -0.24, -0.61%), Bosideng and other Chinese brands rank among them.

"Implementing the strategy of expanding domestic demand, especially expanding consumption demand, objectively requires expanding the consumption of independent brands."

Zhu Hongren, member and chief engineer of the Party branch of the Ministry of industry and commerce, told the Economic Daily reporters that we should improve the mechanism of independent brand building, vigorously implement the strategy of innovation driven and brand development, and form a number of famous Chinese world famous brands with large brand value, high market share, long brand loyalty and strong global influence by 2020.

60% of Chinese consumers' luxury goods are purchased overseas.

Serious outflow of brand consumption

Data show that in the domestic market, most brands in the industry occupy a larger share of the domestic market, and air conditioners, refrigerators, clothing, home textiles and other products reach more than 80%. Silk and other products with significant national cultural characteristics occupy the absolute market advantage; independent brands also accelerate the pace of "going out", and accelerate the development of international markets through overseas trademark registration and acquisition of well-known foreign brands.

But in the high-end consumer goods market, Zhai Yi Mei, a young tour guide who works in a domestic travel agency, has made a current situation: "now foreign travel agencies like to pick up the Chinese group because the Chinese are willing to spend money on luxury goods that foreigners are not willing to buy."

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At present, "foreign brands" have absolute advantages in luxury goods such as high-end watches, perfume, cosmetics, fashion, leather goods, jewelry, luxury shoes and so on. 60% of our consumers' luxury goods are purchased overseas.

In this regard, Zhu Hong frankly said: "China's brand consumption outflow is serious, which is contrary to the expansion of domestic demand strategy and the construction of a moderately prosperous society."

International experience shows that when the economic development of a country or region enters GDP1000 per capita to US $3000, the focus of market competition will be shifted from single price competition to brand competition including quality, technology, culture and services. The consumption tendency of consumers will change from the material consumption of products to the consumption of cultural and spiritual attributes including service, fashion, taste and so on.

At present, China's per capita GDP has nearly $7000, and market competition and consumer propensity to consume are undergoing major changes. With the doubling of GDP per capita, brand competition and brand consumption tendency will become more obvious.

Zhu Hongren said that accelerating the development of independent brands is an objective requirement for implementing the strategy of expanding domestic demand and building a well-off society in an all-round way.

The world brand of China's consumer goods industry is growing.

Enhance brand competitiveness

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These Chinese brands such as Haier have been widely accepted and recognized internationally, and the world brand of China's consumer goods industry is gradually growing.

Wang Wei, deputy director of the consumer goods industry department of the Ministry of industry and commerce, said that in the well-known trademarks, famous brands and "China Time-honored Brands" identified or released by relevant departments in China, the consumer product industrial brands accounted for more than 50%.

Zhu Hongren said that while upgrading the whole industry's own brand level, we should vigorously enhance the competitiveness of consumer goods industry's own brand.

Because the consumer goods industry is a traditional industry with strong competitive advantages in China, most of the products are ranked first in the world, and a number of world-famous brand enterprises have emerged. A large number of enterprises are striving to develop into world brand enterprises. The consumer goods industry already has the foundation and conditions to cultivate and develop the world famous brands. It should take the cultivation and development of a number of world famous brands as an entry point to enhance the international competitiveness of the consumer goods industry.

According to the briefing, at present, the Ministry of industry and Commerce has launched the "quality industry (private sector store)" activities in 36 industrial sectors focusing on cultivating brands. 403 industrial enterprises have been organized nationwide to carry out brand cultivation pilot work, and nearly 3000 enterprises nationwide have set up the implementation of brand management system.

Among them, the consumer goods industry has made remarkable achievements in building its own brand.

In the textile industry, data collection and analysis were carried out on more than 1000 home textile self owned brand enterprises for three consecutive years, and regional brand trial sites were launched from four levels of fashion brand city, brand center city, brand industrial base and brand creative (Creative store) park. Wenzhou, Shenzhen, Haining and Xiamen became the first pilot areas of textile and clothing brand; in the household appliance industry, 80 home power production enterprises were guided to establish and improve brand development strategy and brand management system; in the dairy industry, the three batch of new brands of dairy products were released.

Promoting China's pformation from brand power to brand power

Focus on building Chinese brands

"China's industry independent brand lacks overall publicity, and" Chinese brand "has low social awareness.

Zhu Hong was able to speak frankly.

Moreover, the mechanism, policy and environment for developing our own brand need to be further improved and optimized. The investment in product R & D design is insufficient, the content of independent intellectual property is low, the number of well-known brands is low, and the core competitiveness is weak; the development of independent brand service agencies is lagging behind, the standardization and standardization of product standardization are relatively low, and the strategic planning and systematic promotion of enterprises lacking brand cultivation are all factors restricting the establishment of "Chinese brand".

Zhu Hongren revealed that we should vigorously implement the strategy of innovation driven and brand development, build a market environment for fair competition and independent development of independent brands, encourage independent brand enterprises to develop and develop R & D and brand marketing businesses, develop professional and internationalized brand service agencies and multi-level independent brand service platforms.

To this end, the Ministry of industry and technology will strengthen technological innovation and technological pformation of industrial enterprises, promote industrial design and product R & D design, promote professional personnel training, regional brand building and overall brand publicity, and focus on creating a market environment for cultivating domestic and international influential brands.

We will steadily promote the adoption of international advanced technology standards in clothing, home textiles, household appliances, clocks and watches, hardware products, leather, food and medicine industries, and formulate and publish the national standards of textile and clothing brand value, promote the establishment of social credit system for food, medicine and consumer goods, and guide food industry enterprises to develop integrity (integrity store) system.

At the same time, we should guide the merger and reorganization of the independent brands of consumer goods industry and "go out", buy and restructure international brands and marketing channels, and develop cross-border e-commerce.

We will actively promote the integration and development of cultural and creative products and design services with key industries in the consumer goods industry, and gradually improve the information monitoring platform for independent brands in key industries.

"By 2020, China will form a number of famous Chinese world famous brands with high brand value, high market share, long brand loyalty and strong global influence, and set up a world image of" made in China "and" Chinese brand "with high quality and high credibility.

Zhu Hongren is so visions.