China Brand Day: The Evolution Logic Of Brand Is The Core Competitiveness Of Enterprises To Occupy The Market In The Future

? ? ? Douglas Holt once mentioned in the cultural strategy that "to stimulate the resonance of consumers, it must be composed of the most appropriate and attractive cultural content, which is the cultural code".

? ? ? In the past, such a "cultural code" was a label made in Germany and a symbol of the spirit of Japanese craftsmen. Today, the cultural code of the domestic market is the new wave of domestic products.

From May 10 to 12, the theme is "Chinese brands, shared by the world; The 2021 China brand day of "gathering strength, double cycle, leading new consumption" was held in Shanghai. Since the establishment of "China brand day" in 2017, this Chinese brand event has come to its fifth year.

In the past five years, China's economy has been growing continuously, as well as the growth and rise of domestic brands. The "China brand day" is like an exhibition hall, showing the toughness and endogenous power of domestic brand development to the world.

Brand rise under scale Dividend:

Why is the voice of domestic products getting louder and louder?

In the past two years, there is a hot word in the field of consumption called "new national tide".

According to Tencent statistics, in recent years, the compound annual growth rate of domestic brands is about 33%, and nearly half of the sales volume comes from users after 90-00.

According to the "2020 China consumer brand development report" released by Alibaba Research Institute, the market share of online Chinese brands has reached 72% in 2019. Domestic brands in large household appliances, small household appliances, entertainment and other fields are developing rapidly, and they are constantly seizing the market share of overseas brands.

What is the industrial scale dividend? First, after decades of development, China has the largest manufacturing GDP in the world, with complete industrial categories and manufacturing capacity.

The second is the change of market conditions, the change of social psychology, and the iteration of consumer cognition.

On the one hand, the rapid growth of national economy and the substantial improvement of people's consumption ability are the premise of market maturity; On the other hand, new changes have taken place in the social psychology of the post epidemic era. Most people begin to recognize the value of domestic brands. In addition, the new generation of main consumers who have been exposed to domestic brands since their childhood in 1995 and 2000 have a higher sense of identity with domestic products.

In the consumer market, there are two obvious signs of the rise of domestic products

One is the emergence of light luxury in the field of consumer goods. For example, in the field of women's fashion, domestic high-end luxury brands such as cicle Zhihe, marisfrolg and masfield have begun to appear and have sustained development Soil.

The other is the rise of automobile and science and technology. For example, under the trend of new energy vehicles, Weilai, Xiaopeng, ideal and other brands have emerged. In the high-end market, the domestic brands represented by Hongqi have begun to benchmark Audi and other high-end models, and have been initially recognized at the consumer level.

If we say that car making depends on the hard power of science and technology and industry, then the rise of domestic brands in the field of clothing represents the rise of soft power of brand culture and brand identity.

For example, the clothing consumer brands of China Li Ning, "China shoes king" Aokang.

The rise of Li Ning and Aokang as domestic brands is actually very representative. Both benefit from the rise of domestic products "favorable timing, favorable location and harmonious people", which in fact cultivate brand identity.

For example, Li Ning has created the tide brand label of China's Li Ning, while Aokang has given new connotation to China's shoe king brand under the national trend. From the early "fire of shame" for Wenzhou shoes, to the new era of United People's daily new media, joined hands with "fashion master" into the Forbidden City, constantly giving new fashion connotation to Chinese brands.

In terms of the results, both of them have achieved success. Li Ning's success lies in shaping China's Li Ning into a benchmark of domestic fashion brand. Aokang's success lies not only in the complete interpretation of the cultural connotation of the "shoe king" of today's times, but also in the financial report. In the first quarter of this year, Aokang's revenue increased by 92.15%. It is reported that Aokang plans to push forward the employee stock ownership plan in 2021, which reveals Aokang's confidence in the future development as a representative of domestic brands.

Shi Zhenrong, founder of Acer Group, once put forward the smile curve theory of * *. One end is the R & D design of the upstream of the industrial chain, the other is the brand marketing in the upstream of the industrial chain, and the middle is industrial manufacturing.

The process of an enterprise's growth is actually a process of climbing from the low point of the curve to the high point, that is, from production and manufacturing to R & D and design with higher added value and brand marketing. Why are Nik and Adidas still arrogant and refuse to apologize publicly after the BCI incident? It is because it is in the upstream of the industrial chain and has the right to price and speak.

In fact, there is no essential difference between the extension of the domestic brand industry in the consumption field to the upstream of the industrial chain and Huawei's entry into the chip field and the operation system of Hongmeng, both of which are at the high point of added value of the industrial chain. The historical trend of the rise of domestic products is actually the trend of collective upward iteration of domestic brands. At present, Aokang, Li Ning and other brands have begun to take a key step forward in the industrial chain.

In the era of "double cycle", the way to "break the situation" of brands,

The key is still the supply side

The upward iteration of Chinese brands is not only the need of domestic industrial upgrading under the trend of "new national tide", but also the trend of the times of building domestic large cycle as the main body and dual cycle development at home and abroad.

Under the era keynote of double cycle, the key of domestic big cycle lies in the supply side.

In recent years, there is an obvious trend in the field of consumption, that is, domestic consumers are increasingly dissatisfied with the existing good products.

Good goods are not only good quality in the traditional sense, but also more important to meet the brand value in consumption. Baudrillard once had a point of view in "consumer society". He believed that people's consumption of goods is actually the symbolic meaning carried by consumer goods.

Generally speaking, people's consumption is not only to buy products that can be used, but also to achieve a more convenient and comfortable way of work and life by buying good products, and even satisfy their psychological sense of gain through consumption. That's why more and more young people are keen on fashion play and willing to pay for "faith.".

Aokang has its own understanding based on the "first line" to meet the brand value in consumption.

"First of all, the brand itself needs to form user thinking, from 'what do I want to do' to 'what users want me to do'; The second is service awareness. You should be clear about your "customer" needs and really solve the problems of the store. " Aokang new retail business head said.

The tide of domestic products is essentially a reconstruction of consumers' cognition, which means that Chinese brands can not only meet the needs of consumers for the use value of products, but also meet the needs of consumers for cultural identity and brand identity.

The problem is how can Chinese brands satisfy such a sense of identity?

There are three key points, "technical sense", "design sense" and "fashion sense".

In the upsurge of "cross-border co branding", Aokang has developed the series of "mountain and sea auspicious animals" in a unique way. Taking the Chinese traditional culture "Shanhaijing" as the inspiration source, Aokang uses innovative products, talks with contemporary young consumers with fashion, and conveys a brand-new attitude. Aokang's brand image has also entered a new turning point, moving towards younger and more fashionable, laying a solid user foundation for the brand to enter the domestic fashion circle, and making Chinese elements and Chinese "domestic" brand image go to the world.

This is not difficult to understand why as a domestic brand, Aokang can be loved by young people. In addition to the new national brand, the product itself also contains profound traditional cultural connotation expression.

In fact, for Chinese consumer brands, the key to release the growth potential energy of the internal circulation supply side is to endow domestic products with new era connotation.

Contemporary young people are consumer groups with personalized aesthetic and cultural connotation. Therefore, the key to breaking the internal circulation of enterprises is to find the right driving point, aiming at a point and continuously exerting force, so as to have the brand growth power with constant dripping water and stone.

The external circulation of economy and the external circulation of culture,

"Big pattern" for Chinese brands to go abroad

Chinese brands are also world brands. The revival of Chinese brands is not only reflected in the domestic market, but also in the overseas market. For example, Huawei goes to Europe, millet goes to India, tiktok internationalizes, and so on.

Besides science and technology, there are also many successful consumer brands in overseas markets. We take Aokang, which has been deeply involved in overseas markets for many years, as an example. In Vietnam, an important node of the belt and road initiative in Southeast Asia, Aokang has become the third largest shoe brand in local sales.

From the perspective of the whole market environment, Vietnam is one of the countries with the most development potential in Southeast Asia, with large population density and adjacent to China, which is an important market for domestic brands to go abroad.

"When we entered the Vietnam market, there was not a big concept about the shoe brand in the local area. Our advantage was that we entered the market early, spread quickly and quickly occupied the market." Aokang overseas market director said.

From the first overseas exclusive store opened in Vietnam's commercial center, vincom megamall, in the middle of 2014, to now it has opened 25 stores in Vietnam. Aokang has become an important brand in the local shoe industry in the Vietnamese market. It is reported that in Vietnam, aokangkan takes domestic stores as the template and quickly occupies the market. In the future, with Vietnam as the node, Aokang brand will also set up overseas agents to distribute globally.

In fact, the reason why Aokang has been able to achieve such success in overseas markets lies in its ability to quickly adapt to the local market.

On the one hand, China's market is big enough and differentiated enough. There are big differences between the north and the south, between the East and the west, consumption habits, climate characteristics, economic index and other indicators. The Chinese market is a small world, and many Chinese enterprises, such as Aokang, have the ability of rapid iteration and adaptation in their genes.

Secondly, the advantages of manufacturing industry, which used to be labor cost advantage, are now industrial cluster advantage, intelligent manufacturing advantage and data advantage.

Aokang, as the "king of shoes in China", actually represents the technological level of the whole Chinese shoe-making industry. At the same time, Aokang also has a perfect accumulation of industrial capacity in China. Going out to sea is actually exporting its own industrial capacity.

In addition, Aokang's digital capability and advantages can be described as a "dimension reduction blow" to overseas markets such as Southeast Asia.

In the domestic market, at present, Aokang's digital stores have formed a digital operation system of "* *" + enterprise wechat + one district and one store ". In the future, these digital operation experiences can also be synchronized with overseas markets, thus promoting the digital growth of overseas markets.

Aokang has been on the sea for many years and is familiar with the way of enterprises going abroad. This is why Aokang insists on bringing its brand overseas. The reason for the rise of brand lies in the economic development, which is the basis for the growth of consumer market. Southeast Asia market is a new consumer market in the future, which is a rare incremental market. Behind the brand going out is the word-of-mouth accumulated by the strength of the manufacturing industry. It begins to form the influence of Chinese brands in overseas markets.

Now, it is only a matter of time before China becomes the second largest GDP in the world. In this process, the world influence of Chinese brands will be further enhanced. This means a new opportunity for Chinese brands to go abroad.

In other words, in addition to the external economic circulation, there should also be a big pattern for Chinese brands to go abroad.

External circulation needs not only economic "external circulation", but also cultural "external circulation" in addition to economic strength. For example, Coca Cola and other enterprises, product word-of-mouth builds brand strength, and behind the strong brand influence is essentially cultural output.

Therefore, from this perspective, Chinese brands are actually the carrier of "external circulation" of culture. Aokang and other Chinese brands go abroad, not only has the practical significance of economic external circulation, but also has the deep connotation of cultural "external circulation".

As Wang Zhentao, chairman of Aokang Investment Holdings, once said, "China is the brand of.."

In the overseas market, Chinese brands also bear the historical mission of enhancing the cultural influence of our country. Perhaps in the near future, with China's intelligent manufacturing going to the world and Chinese culture spreading around the world with Chinese brands, China's brand day will also become the world's brand day.