In the past 30 years of reform and opening up, China's economic development has attracted worldwide attention. China's color TV, washing machine, machine tools, automobiles and many other products rank first in the world. Obviously, China is truly a "world factory" and a "manufacturing power". In contrast, China's world-famous brands are rare, and there is still a distance from the brand power. Luo Baihui, executive secretary of the International Association of Mould & Hardware Plastics Industry Suppliers, pointed out that in the face of the impact of the tide of economic globalization in the 21st century, Chinese enterprises must realize the transformation from "Made in China" to "Created in China", only through independent innovation and formation of their own Only when a strong brand can occupy a place in the fierce market competition can China be built into a real economic power and a brand power.
Environmental Analysis of Chinese Brand Construction
1. The government
Premier Wen Jiabao said: "We must proceed from the strategic height of realizing the country's prosperous national great rejuvenation and encourage our excellent enterprises to striving for the world's top brands." How much return can the brand and cultural investment of the dollar money bring to the enterprise? It is 227 times. If enterprises want to take the initiative in the brutal market competition, they should seize the commanding heights of the brand.
2, the industry
According to Hurun's China brand list (including "2010 Hurun Brand List" and "2010 Hurun Private Brand List"): Real estate, finance, tobacco and alcohol, clothing and home appliance manufacturing industries have produced 65% of the most valuable Chinese brands. Among them, 21 are real estate, 18 are financial, 13 are tobacco, 11 are clothing, 8 are wine and home appliance manufacturing, and 6 are information service industries. Manufacturing and some state monopoly industries pay insufficient attention to brand building, just staying at the product level and not raising products into brands.
3. Enterprise
Chinese entrepreneurs can no longer afford to eat the leftovers left by the world's brands, and honestly do OEM business. Qualified leaders must strive to be leaders in the industry, use their dreams to motivate employees, and share the future with employees. Therefore, Chinese entrepreneurs need to have a dream and ambition to be a century-old brand, to transform from OEM to OBM. The highest practice of business management is brand management. Invisible and tangible, with brand control of capital. The brand strategy is that the enterprise regards the brand as its core competitiveness to obtain differential profit and value. Its essence is to create a differentiated competition strategy.
4. Advisory agencies
The success of American brand development is due to the hundreds of professional brand consulting services. There are fewer than 20 brand consulting agencies in China. 70% of US listed companies have branded. Less than 10% of China's listed companies have branded. This is the gap.
At present, Chinese enterprises have misunderstandings about the internationalization of brands. The main manifestations are: some local governments are eager for quick success, and they pursue political achievements, which is not harmful to enterprises to become bigger and stronger. The evaluation system is imperfect and unscientific. It’s ridiculous to pay for prizes, more money for big prizes, and less money for small prizes. Consumer brand awareness and inclinations have not been effectively guided. There is a phenomenon of blindly worshiping foreign brands and ignoring national brands. Luo Baihui, executive secretary of the International Association of Molds and Hardware and Plastics Industry Suppliers, believes that the main reason for these phenomena is that the government has put forward the requirements for brand building, but there are no specific implementation measures and support plans. The understanding of the brand is shallow, and it is only considered that the product is advertised, and the entrepreneurs are personally speaking everywhere. There are very few real brand enterprises in China. At present, the top 20 brands are concentrated in the central enterprises of resources. Many companies with accumulated resources are giants in scale, but in essence they are brand gnomes. China's brand export ability is weak, mostly for primary products, and a single OEM product is currently in existence. The coordination of various departments is weak, resulting in weak brand protection. There are many counterfeit brands in the market, and it is difficult to fight fakes. It does not pay attention to brand crisis public relations, and on major issues, it breaks through the moral bottom line of being a human being.
Chinese brands go to the world hardware enterprise marketing transformation
The key to the lack of competitiveness of “Made in China†hardware products in the international market lies in the lack of industrial brands and innovations. Many “hard-branded†companies have a poor situation. They have not carried out technological innovation and innovation for decades, and their own brands are the key factors. . Throughout the hardware market in China, competition has become fierce, with vicious price wars as the main means of competition, to lower prices to win customers, and there is little brand concentration. In the international market, it is less competitive and the competitive advantage is weakening. How can we make China's hardware manufacturing industry bigger and stronger? Improve international competitiveness? Luo Baihui, executive secretary of the International Association of Mould & Hardware Plastics Industry Suppliers, pointed out that it is a long and difficult road for China's hardware industry to change from a world manufacturing country to a brand big country. Only by identifying the bottlenecks and breakthroughs that restrict the development of China's hardware industry brand. In order to improve competitiveness. What China's hardware companies have to do is to adapt to the high demand of high-end equipment manufacturing such as automobiles, home appliances, and the shipbuilding industry, to implement product upgrades and to come up with excellent products. In other words, if Chinese hardware companies must win R&D and innovation in order to win in the terminal market, they must establish their own brands.
Some people may think that hardware is a relatively low-end industry, we are small enterprises, nothing can be innovative, can not be done very high, very environmentally friendly, it is more difficult to establish a brand. Then, let's take a look at the hardware companies in Taiwan, which are mostly small in scale, but they are now the strongest manufacturers of hardware tools. Why is this? Luo Baihui believes that the key factor affecting the value of a country's brand is the overall image of a country's "industrial brand" and the degree of brand industrialization. No matter how small the hardware companies in Taiwan attach importance to technology investment, they attach great importance to the brand and quality of the products. Some brand products of the United States, Japan, the European Union and other countries and regions are also strong brands. In the medium and long term, China still needs to start domestic demand, especially consumer demand, change the mode of economic growth, and change the growth mode driven by export in the past. The production of hardware products in China, from “Made in China†to “Created in Chinaâ€, is the key to brand and innovation.
In the field of automotive fasteners in China, due to the lack of independent intellectual property rights and brands, the Chinese market has become a big meal for the world's fastener giants. Today, passenger cars, the introduction of brand cars account for more than 80% of China's car consumer market. The well-known brands of these high-end cars are assembled on domestic production lines, and more than 60% of the fasteners on the cars are imported. It is understood that the ordinary standard parts exported by China only sell for 1200 US dollars/ton in the international market, while some high-grade fasteners imported are 8000-10500 US dollars/ton, a difference of 7-8 times. Among the imported car models, foreign investors contributed 30%, owned about 50% of the shares, but took 70% of the profits, while Chinese companies can only get 30% of the profits. This of course is related to the foreign ownership of these fastener products, and there are still some objective reasons, there are certain problems in the stability of our fastener products and manufacturing quality, as well as brand factors. Another example is the Chinese pump and valve industry, Huang Zuoxing, president of the Wenzhou Pump and Valve Industry Association, once said: "In the past, a train skin valve was sold out and sold for 1 million yuan. Now 2 valves can sell 1 million yuan. The increase in the content will greatly increase the profits of the company. Therefore, continuously increasing technological innovation is also a problem that the Chinese hardware industry cannot avoid.
In the aspect of sanitary brand marketing, domestic enterprises are constantly seeking new and effective. In addition to advertising, channel network and terminal sales, Internet marketing has become a major focus. Some enterprises may further promote the pace of listing and obtain at the capital level. Progress; at the same time, some companies will continue to strengthen the differentiation of brand positioning, such as the division of regional markets, the division of high-end and so on.
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