Is there a world brand in China

2022-08-13
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Is there a world brand in China

Shelly Lazarus, President and CEO of ogilvymather, said in an interview with BusinessWeek: "is Lenovo a brand? Is Haier a brand? No, they are just brand names rather than brands; they have not grasped the real brand, and they do not understand the implementation of consistent propositions in all aspects, so as to build relationships with people in both intellectual and emotional aspects."

is there a world brand in China

China has world famous brands

Coca Cola ranked first in the 2005 top 500 world brands list exclusively compiled by the world brand lab; Microsoft (MSFT) replaced McDonald (McDonald) in second place, and Google (GOOG) replaced Nokia (Nokia) in third place. Four local brands including Haier, Lenovo, CCTV and Changhong were selected in China

this is the second time that Haier has been shortlisted in the world's top 500 brands, ranking 95th for the first time. Haier has continuously invested overseas, its business performance has maintained rapid growth, and the degree of internationalization has been continuously improved. This time, Haier ranked 89th on the list; Lenovo is famous for its successful acquisition of IBM's PC business, with consolidated sales revenue of more than $10billion. Its computer business ranks third in the world, so it ranks 148; CCTV and Changhong also ranked 341st and 477th respectively relying on continuous efforts and innovation

among the most valuable brands in China, Baosteel, Sinochem, Hongtashan, industrial and Commercial Bank of China, China Railway Engineering, China Life Insurance, China Mobile, etc., which far surpass Changhong, have not become world brands. Obviously, no matter how big or good it is in China, it will not become a world brand without world influence

a total of 28 countries were selected in the 2005 ranking of the world's top 500 brands. The United States accounted for half of the country with 249 seats, France ranked second with 46 brands, and Japan ranked third with 45 brands

in Asia, Japan's financial, automotive and electronic industries have had a significant impact on the world, with the number of world brands more than 10 times that of China. The number of brands in South Korea is roughly the same as that in China

considering the three important indicators of share of market, brand loyalty and global leadership, Haier and Lenovo can also be called world brands. After all, they are all ranked before 150. However, compared with IBM, HP, Dell, Samsung and Panasonic in the same industry, Haier and Lenovo cannot be compared with them in terms of technology, market, scale and global influence

China's world brand enterprises are still the seeds of breaking ground in early spring, but they are full of infinite hope

there is no world famous brand in China

the latest issue of BusinessWeek selected the list of the top 100 most valuable brands in the world, and none of the Chinese enterprises was selected. It also ranks the brand value of enterprises. Why do Chinese enterprises such as Haier Group and Lenovo Group, which have a brand value of more than 60 billion, still miss the list of "top 100 most valuable brands in the world" by BusinessWeek

BusinessWeek pointed out that any enterprise selected as the world's most valuable brand must have a brand value of more than US $1billion, and at least one third of its sales revenue comes from overseas markets, with public marketing and financial data. The brand value of Haier Group and Lenovo Group has crossed the selection threshold, but at least one third of the overseas market revenue indicators are far from enough. Although it is said that the overseas sales revenue of Lenovo Group has exceeded the requirements, the brand has not yet fully realized the integration. It is also a little unsatisfactory to say that it is a world famous brand

in BusinessWeek's list of the world's top 100 most valuable brands, the brand value of polo clothing, the 100th, is $2.147 billion. Vanke, the 30th most valuable brand in China, also has a brand value of 17.356 billion yuan. If only measured by the single condition that the brand value is more than US $1billion, there should be at least one and one reason why the drugs are expired and the seal is not firm, which is a blow to people's reputation and safety of goods. 30 Chinese enterprises can obtain the title of BusinessWeek's global top 100 brands

however, I disagree with Xia lanze, President and CEO of Ogilvy & Mather advertising company. Maybe Lenovo and Haier still have a certain gap from world-class brands, but they are not just trademarks, but a real brand. Their victory over their competitors shows that they have management and strength. They have won the choice of consumers, which shows that they know how to communicate with customers. A considerable number of Chinese enterprises have mastered the essence of brand management and can use it freely. What they lack most is only time

Chinese enterprises are not confident enough to rush to the world brand.

first of all, the overall strength of China's economy is not strong. From the world brand ranking, it is not difficult to find such a law: that is, the national strength is positively correlated with the number of enterprise brands. France and Switzerland are exceptions. They are mainly because luxury goods enterprises and watch enterprises are relatively concentrated. China's GDP ranking in the world used to be around the seventh. Therefore, the number of enterprise brands is small

second, the average age of Chinese enterprises is small, and they enter the international market late. After the reform and opening up in the 1980s, most Chinese enterprises began to establish and develop. After joining the WTO, they had some accumulation and gradually moved towards the world. Most of the world brands in the United States have a history of more than 50 years. The brands with a relatively short time are mainly concentrated in the broadcasting and networking industries. Here, there are the advantages of the American information highway, which can not be compared with any country in the world. Compared with the time when Japanese enterprises went global, Chinese enterprises were about 30 years later

third, the short development cycle leads to the small scale of Chinese enterprises. Among the world's top 500 enterprises, there are 81 in Japan and only 16 in China. The small scale of the enterprise also leads to the small influence of the enterprise brand

fourth, there is a huge deficit in the dissemination of Chinese culture. A recent book by Margaret Thatcher, the former British Prime Minister, pointed out that China will not become a superpower, "because China does not have the kind of theory that can be used to promote its own power and weaken the international communication influence of western countries. Today, China exports televisions rather than ideas"

the reason why China exports a large number of products rather than brands is that China does not export culture. Although China's influence in the world is increasing day by day, a considerable number of Westerners do not know much about Chinese culture, and many foreigners regard Chinese as Japanese. WTO has broken the trade barriers between countries, but the barriers in the hearts of Westerners to Chinese people have not been broken. Therefore, Chinese products will not be regarded as brands

if China will not become a superpower, China will not produce super brands. If China is strong, Haier and Lenovo will be stronger

whether to abandon the dream of world brands at this point

Taiwan used to have a population of about 20million, limited consumption capacity and lack of resources. The government found that if Taiwan brands are cultivated, there will be a lack of supported market on the island first, and the pond will not be big. Therefore, the Taiwan government at that time decisively decided to abandon the brand and develop the manufacturing industry. It is this farsighted decision that has led to the emergence of a number of "unknown" but giant enterprises in Taiwan's electronics industry, such as Hon Hai, quanta, TSMC and so on. The products of these enterprises are not known to the public, but have a huge impact on the world's electronics industry. For example, Quanta electronics provides manufacturing services to nine of the world's top ten notebook computer brands. Taiwan's electronics industry, which cannot name a brand, is the "food" that all well-known electronics enterprises in the world cannot lack, and has achieved Taiwan's economy

Lin Yifu also said that Chinese companies cannot afford R & D and build international brands, so they can only give full play to their comparative advantages and do the most basic processing and manufacturing. At present, China is indeed a world factory. However, should China do so for a long time? Is it worth 800 million shirts for a plane? Does China want its own brand

of course

many Chinese enterprises without world brands will not meet the corresponding identity and status of a large country. Enterprises and countries are inseparable. When you mention Germany, you will think of Mercedes Benz and BMW. After all, the proportion of foreigners who can show you the performance and quality of the impact testing machine to appreciate the cultural landscape in China is very low. World brand enterprises are indispensable "business cards" for China. In addition, if China does not cultivate its own brand enterprises, there will be a number of Chinese enterprises and even China's economy will be controlled by others. With the infiltration of foreign direct investment into the arteries of China's national economy, the monopoly tendency of multinational corporations is becoming increasingly serious. If Chinese enterprises do not come up with countermeasures, they will be eliminated at home

moreover, it is a good opportunity for China to develop brand enterprises. First of all, China is playing an increasingly important role in the world political structure. China's economy is making greater contributions to the world, and Sino foreign exchanges are becoming more and more frequent. In addition, Chinese enterprises are developing well, and more and more enterprises are going overseas, or listed, or acquired, or invested. It is believed that in the next five years, Chinese enterprises in the world's top 500 will grow from the current 16 to about 100. The base and probability of producing world brands are increasing

at this point, the situation in China and Taiwan is not quite the same. China has strong international influence and a huge market supported by 1.3 billion people

on the contrary, Chinese brand enterprises will promote China to play an increasingly important role in the world. If there is no Chinese brand enterprise in the world, it will hinder China's voice in the world. China must not abandon the dream of world brands and turn it into a reality

never stop for the dream

developing China's world brands requires the support of the government. Korean brand enterprises are all the result of the government's vigorous promotion. The Chinese government is no longer simply supported by policies and funds. We should implement the national brand strategy, strengthen international political, economic and cultural exchanges, establish a good international image, let foreign consumers understand China, love China, and make friends with Chinese people. This is a systematic project, which is very huge, but it has to be done. Facing a group of foreigners who don't know where the capital of China is, how can our products make them excited

formulate strategic planning and implement it. Chinese enterprises should consider the international industrial division and technological innovation from the perspective that the surface damage caused by rough throwing is secondary, so as to cultivate competitiveness, seize the market and expand the scale. Without strength, it is impossible to become a world brand, and even there are problems in survival. Make it bigger and stronger first, and then make the brand

focus on how to go out. The next five years are crucial for China to go global. Our government and enterprises have invested a lot in the study of WTO. However, in the study of Chinese enterprises going overseas, it is obviously insufficient. Lenovo, Haier, TCL, including CNOOC

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