Today's China economy has been largely integrated into the international economy. In recent years, China's annual import and export volume has accounted for 65% of GDP, and this year's trade volume will reach10.6 trillion US dollars, equivalent to about 12.8 trillion yuan. This is a considerable number. For example, in 2005, China produced 76 million color TV sets and exported 49 million sets, accounting for 64% of the country's total output; The output of DVD was 654.38+0.5 billion, and the export was 654.38+0.3 billion, accounting for 87%. Motorcycle production/kloc-0.5 million, export/kloc-0.0 million, accounting for 64%, and 5.9 billion pairs of shoes, accounting for 60% of the national output. Clothing exports are even more amazing. Almost half of the clothing consumed in developed countries comes from China's exports.
At present, China's output of 172 commodities ranks first in the world, among which CD players, tractors and containers account for more than 80% of the world's total output, clocks (mainly electronic watches) and tape recorders account for more than 60%, and monitors, cameras and daily-use ceramics account for more than 50%.
However, output belongs to output and brand belongs to brand. In such a large number of export products, it is estimated that only 50% of the products are China brands. For example, Galanz microwave ovens export tens of millions every year, but most of them are OEM products, and 80% of the products are OEM for foreign brands. This is especially true for clothing. Enterprises in China only take orders, make them according to other people's design sizes and export them under other people's brands. Foxconn, a well-known Taiwan-funded enterprise in Shenzhen, has an annual export volume of 30 billion US dollars, but most of its electronic products are OEM products of Apple.
The brand has a huge bonus! Because most of China's products are produced by OEM, China's product brands are not well-known internationally, so they can't open the market. As a result, most of the production profits were taken away by foreign countries. Chinese enterprises only earn very low processing fees.
Thus, it is time for China to need internationally renowned brands. If we are a country with a small foreign trade volume, brands with international influence may not be very important, but in an era of economic globalization, China enterprises must move towards the height of international brands.
China lacks independent brands and well-known brands because of the lack of high-quality products and visionary entrepreneurs.
There are three main reasons why China is so short of internationally renowned brands today: First, domestic enterprises do not have products superior in technology and quality; Second, the development time of enterprises in China is too short; Third, China enterprises have taken a road of quick success and instant benefit.
From the first point of view, brand creation depends largely on two reasons. First, your products are superior in technology and quality. Shop around, customers can't help but buy yours. Second, your production cost is lower than others, and your products are cheaper. You can also build a brand through good quality and low price. In fact, low cost depends on both technology and management. In the final analysis, technology and scientific research are the most important factors to create a brand.
For example, in 1952, Sony Corporation of Japan, a joint venture between Ibuka and Akio Morita, developed a transistor radio product, which had no market in Japan because the Japanese had low income at that time and could only be sold to the United States. In order to open the market, Akio Morita went to America with his radio on his back. When he arrived in America, a big dealer told him that your Sony had no reputation. Americans don't know about Sony, but everyone knows about me. Therefore, the best way to sell your radio is to label my brand and you supply it for production. I can give you an order of 65438+ million dollars right away. What was the concept of $654.38 million at that time? Sony didn't have that much liquid assets at that time.
Akio Morita discussed with the board of directors of Sony's Japanese headquarters, and the board of directors and Ibrahimovic agreed to accept the money. However, Akio Morita thought twice and rejected the order of $654.38 million. He said, I must sell my own brand and Sony radio! Selling other people's brands is not working for others. So twenty or thirty years later, people asked Akio Morita, what was the best business decision you made in the history of business and Sony? He said that my best business decision was to reject the order of $654.38+million, thus establishing Sony's brand.
In contrast, which entrepreneur in China has such vision and courage? Galanz does not actively explore the international market, but it is easy to OEM others. Of course, this is also related to Galanz's lack of professional knowledge in microwave ovens. This situation makes China a processing country at the end of the industrial chain. Looking at China's export products, most of them are products that consume resources and energy, and their prices are extremely cheap. For example, in 2004, China exported 450 million electric fans, with an average of $3.8 each; 5.2 billion lighters, with an average of $0.063 each; 960 million watches, with an average unit price of 1 USD (including 6 million watches exported from Zhejiang Province, with an average unit price of 0.3 USD); Exporting 5.9 billion pairs of shoes, the average unit price is only 2.5 US dollars, less than one third of Italy's, and the export unit price of some provinces is only 65,438 US dollars+0; Exported 65438+300 million DVDs, with an average unit price of $45.6, less than one third of Japan's; Traditional cameras were exported to 56 million units, with an average unit price of $5.9, less than one twentieth of Japan's.
What's more noteworthy is that in recent years, multinational companies have been pressing China enterprises step by step, and China brands have been eroded by foreign brands. With the continuous merger and acquisition of China enterprises by foreign capital and foreign enterprises, a large number of China brands no longer exist. The formation of this situation mainly lies in China's lack of brand awareness strategically and some laws and regulations to protect brands.
China's product brands lack the historical support of industrialization.
China also lacks international brands because China is a rising industrialized country. The history of our modernization is 200 years later than that of developed countries, which makes China's products unable to compare with internationally renowned brands after entering the international market, thus making it difficult to enter the international market and win the favor of foreign consumers.
Brand is related to the development history of industry and industry. Brands in traditional industries are often time-honored brands, while brands in emerging industries are generally younger. With the rise and fall of the industry and the change of the industry, the brand is also rising and falling alternately. For example, Carnegie Steel in the United States was a well-known brand more than 100 years ago, but with the changes in the American steel industry, Carnegie has become a historical name and a fund name.
Some industries are enduring industries, such as clothing and beer, which people have to wear and drink for generations, so clothing and beer brands often have a long history, and even some food brands, such as the big mill, have been tempered for a long time. If it is a declining industry or industry, the old brand of this industry will die. Such as at & amp； T, after flourishing for a century, finally disappeared at the beginning of 2 1 century after the development of wireless communication.
The process of industrialization and internationalization in China, to be exact, began in the early 1980s. At this time, in the traditional industrial field, the well-known products of various industries in the world have basically been finalized. If China's products can't surpass in technology and quality, it's hard to squeeze in.
If your product can't be sold in large quantities, it can't be widely recognized. If it can't be widely recognized, it can't form a brand. In addition, in recent years, we have taken a humiliating, quick success and instant benefit OEM production road, so that China products have no names. This is why China still lacks international brands.
A careful study of the development history of international brands shows that the development of internationally renowned brands has some characteristics: most brands have a long history, such as Gillette, Marlboro, Coca Cola and Nestle, which started at 1895, 1924, 1886 and 1938 respectively. According to Fortune 500 magazine's research on selected multinational enterprises, the average life span of these enterprises is as long as 40~50 years, and their main characteristics are: they have a lot of financial and emotional interests; Have core interests and balanced rational and perceptual information in similar products; Always pay attention to quality, not price; Make full use of marketing skills to consolidate your position. From the perspective of industrial cycle, all brands have a long period, a mature period and an aging period.
Brand is not a planned brand, but a strong performance and result of the enterprise.
At a recent awards conference for business people, when I came to the stage as a judge to present awards to enterprises, the host asked me such a question: What does brand mean? I said, "Brand is excellent, outstanding, practical and popular." From these concepts, we can find out the secret of building a brand.
The actual performance of brands varies greatly, including brands of upper class, brands of mass society, brands consumed by the rich and brands consumed by the poor. Some brands are really expensive and difficult to be consumed by the general public, but some brands rely on consumption to establish the market.
For example, the price of a Rolls-Royce limousine in the UK is over $654.38+0 million. This product is not a mass consumer product, but it is a famous brand. Coca-Cola, which most people can afford, has become a well-known brand product. Therefore, the path of building a brand is different, and the key is related to the consumers it serves.
What brand road will China enterprises take in the future? You can look for it from the four concepts I mentioned above. Generally speaking, brands are not designed and planned. If China wants to have a large number of internationally renowned brands, it must first catch up with them in technology, produce excellent products and make the enterprise stronger and bigger. Only with economic strength can new brands be born, and brands can never be created only by low prices.