When more and more Chinese products appear in supermarkets, retail stores and restaurants abroad, and more and more are included in the world famous brand products, we are more regretful and sad than the surprise, because several consecutive In the United States "Business Week" selected "the world's 100 most valuable brands", the Chinese brand has never appeared.
"Manufacturing big countries, small brands", or more precisely "production big countries", "processing big countries", this is the status quo of Chinese brands. Without a strong independent brand, companies can only linger at the bottom of the industry chain. Without the rise of national enterprises and national brands, there is no competition for national economic strength.
Faced with fierce international competition, domestic famous brand manufacturers have “lowered their heads†under the pressure of strong foreign brands. According to statistics, at present, 7 of China's top 8 beverage companies have been annexed by Coca-Cola or Pepsi, and 4 washing powder factories with an annual output of over 80,000 tons have been eaten by foreign companies. 90% of China's joint ventures and joint ventures use foreign investors' trademarks. Foreign brands account for more than 90% of the carbonated beverage market, 75% of the cosmetics market, and 30% to 40% of the food and pharmaceutical industries. In addition, the joint venture rate of beer companies with an annual output of more than 5 million tons has exceeded 70%. These data have to make people worry about our national brand.
Of course, after experiencing the pain of institutional reform, China’s national enterprises have gradually awakened and actively invested in the creation of national brands, and there have been flags of Chinese independent brands such as Lenovo, Haier, Huawei, Tsingtao Brewery, Galanz, and Gree Air Conditioning. And pioneer. However, compared with developed countries, China's brand building is still relatively backward.
The root of creating a national brand lies in the national culture. The source of the creation of a national brand lies in the national spirit. In order to shorten the distance from European and American enterprises as soon as possible, the only shortcut is to promote the promotion of Chinese brands with existing national brands, and to develop on the basis of inheritance to realize the internationalization of Chinese brands. This is because building a multinational company abroad requires products, brands, and technologies. It is impossible to rely on funds and people. There are many vivid stories behind the existing national brands. They are based on honesty, with their own difficult and difficult entrepreneurial history, unique business strategies, and famous products of the market. They all have profound cultural charm and heritage. A rare and precious resource.
Since the reform and opening up, these national brand manufacturers have experienced a tortuous development path, but they have survived tough, indicating that they have a tenacious vitality and represent a national independent brand with Chinese characteristics. It is a good foundation and advantage to cultivate them as famous brands in the domestic and foreign markets.
A national brand with rich cultural connotations is a brand that meets the requirements of today's development, and it is possible to rise to a top brand. Promoting the revitalization of existing national brands, giving full play to the advantages of these brands, and further enhancing their brand influence and competitiveness is an important task for the country to implement its brand strategy and achieve its goal of independent innovation.
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