Rome was not built in a day, and so was brand creation. As Professor Wei Hulin of Shanxi University of Finance and Economics said, brands cannot become famous overnight. Brand building is a long-term process.
Although there are many local brands and enterprises in Shanxi, the number of national famous brand products is relatively small, only nine, and there are 10 national well-known trademarks. China's well-known trademarks ranked 20th in China in 2005.
A Shanxi brand is no longer brilliant.
Speaking of Shanxi brand, we have to talk about the glorious history of Shanxi brand. From the historical development and cultural accumulation, Shanxi is an area with many time-honored brands. During the Ming and Qing Dynasties, there were 43 time-honored brands in Shanxi, including Rishengchang, Unique Place, Chuanzi Tea House, Guanghengxin and Dadetong. At that time, there were only 5 1 old brands in China. These time-honored enterprises are famous not only in China, but also in Europe and Asia. Brand intangible assets have created rich tangible assets value.
Rishengchang, for example, has a prosperous history of over 100 years, and the maximum amount of foreign exchange is as high as 1 100 million taels. Its business scope not only occupies more than 20 provinces and regions in China, but also spans Europe and Asia. Known as "the first firm in China", it was awarded the title of "Huitong World" by the emperor. From the perspective of history, relative business quota and integrity, Rishengchang's intangible assets are worth no less than 800 million taels of silver, comparable to the largest commercial company in the world at that time. Relatively speaking, its brand effect is comparable to Coca-Cola. There are other brands in Shanxi that are well-known in China, affecting the world, such as "Chuanzi" brand tea.
In the mid-1990s, a number of national famous brands and national famous brands emerged in Shanxi (won gold and silver awards from national ministries).
The most influential, such as Haitang, which preceded Haier, has a market share of about 50%% in Beijing; Spring bamboo shoots earlier than Changhong are sold in the whole country 13 provinces and cities; Fangfang, the fourth in sales volume in the same industry in China; Operating efficiency ranks third in the country, second only to Chundu and Shuanghui's cooked meat Tongfeng, Xinghua Village, mature vinegar, Guilingji, Ding Kundan, Pingyao beef, Jingwei spinning machine and so on.
Well-known brands in this province include Huajie, Daguang, Sancanyuan, Kangmei, Rainbow Nine Girls and Universal Bicycle, but most of these brands have disappeared.
At present, Taiyuan is the most famous brand enterprise in our province, with 3 famous brand products in China, 9 famous brand products in Shanxi and 34 famous brand products in Shanxi, with the total number of famous brands ranking first in the province. Yuncheng currently has two famous brands of washing powder in China; 4 iconic brand-name products in Shanxi Province; 17 Famous brands in Shanxi Province. There are 42 kinds of products from 40 enterprises in Jinzhong City, which have been rated as Shanxi iconic brand-name products and Shanxi brand-name products. Linfen City has 6 famous brand products in Shanxi and 4 famous brand products in Shanxi/kloc-0. Changzhi has 2 famous brand products in China, 5 iconic famous brand products in Shanxi and 20 famous brand products in Shanxi. Jincheng City has 3 iconic brand-name products in Shanxi and 6 brand-name products in Shanxi/kloc-0. Datong has 2 iconic brand-name products in Shanxi and 20 famous brand-name products in Shanxi. Xinzhou City has two famous milk brands in China.
According to relevant data, Guangdong has the largest number of brand-name products in China, reaching 165, far exceeding the ownership of our province.
B only knows the old vinegar, not the brand.
Shanxi mature vinegar has a long history and is famous for its unique technology and sour, fragrant, soft and sweet flavor. Shanxi Mature Vinegar Group, Qingxu Shanxi Mature Vinegar Group and Yuci Siyanjing Mature Vinegar Group, the three major vinegar industry groups in our province, have not made use of this advantage to become strong enterprises. Compared with the two major vinegar groups "Hengfeng" and "Hengshun" in Jiangsu, the profit and tax of the latter is several times that of the three major vinegar groups in our province.
Among the four famous traditional vinegars in China, rice vinegar is not one of them, but in recent years, Beijing Longmen rice vinegar and Shijiazhuang Zhen Ji rice vinegar have sprung up, and the price of a bottle of Zhen Ji rice vinegar in the market is almost two or three times that of Shanxi vinegar.
The reason for this situation is that the outside world only knows that there is old vinegar in Shanxi, and I don't know what brand it is. Professor Wei Hulin believes that at present, most people in our province have a weak brand awareness and lack sufficient understanding of making brand-name products bigger and stronger.
Looking at the well-known brands that have risen rapidly in recent years, few have succeeded without advertising. The rapid rise of Inner Mongolia Yili Group through advertising on CCTV is a typical example. At the same time, the Shanxi brand advertisements that can be seen in the strong media are nothing more than a few products such as Fenjiu and Qiqiang brand washing powder. Wei Hulin thinks that the marketing concept of Shanxi enterprises is backward and the advertising investment is too small.
According to the survey, among the 46 Shanxi brands in Taiyuan, the market sales scope is limited to the provincial market, accounting for about 50%, and the domestic market share of more than 90% products is below 5%. Due to the poor brand effect, brands in our province are unable to expand assets, reorganize assets and reallocate resources. Our products are relatively concentrated in the fields of energy and metallurgy, with extensive technology, slow product upgrading, insufficient deep processing of agricultural products and little research and development of new products. At present, the asset-liability ratio of famous brand enterprises is high, averaging over 67%, and its profits are not enough to offset the debts in the same period. In addition, due to insufficient funds, poor turnover and limited scale expansion.
Professor Rong Heping of Shanxi University pointed out that the deep-seated reason for the lack of famous brands in Shanxi's famous products is the lack of human resources and systems. The supporting force behind famous brands is human capital, and Shanxi lacks talents and entrepreneurs to support famous brands. The bad environment for creating famous brands is rooted in the lack of mechanism. In addition, the enterprise system is also very important in the process of creating famous brands. Shanxi enterprises have not completely established a modern enterprise system, and have not formed diversified shares and perfect corporate governance structure. Therefore, for specific enterprises, to build brands, we must vigorously promote enterprise system innovation and lay a good institutional foundation for brands and famous brands; Second, establish and improve the corporate governance system based on human capital; Third, take the road of industrial clustering and establish strategic alliances.
The creation of new brands has gradually become popular.
Shanxi has a complete range of heavy industries and a solid industrial base. There are more than 20,000 large and medium-sized enterprises in the province, such as heavy machinery, mining machinery, precision casting, agricultural locomotives and parts, automobile parts production, marine engines, electronic products, non-ferrous metals, building materials and other industries. In recent years, a series of new brands have been created in the field of equipment manufacturing, some of which have begun to compete with major international companies.
Gao Zhijun, chairman of Taizhong Group, said that TZ brand cranes and oil film bearings, as the largest production base of large cranes in China, have become recognized high-quality brands in the industry. It is understood that Taizhong has cooperated with Morgan Company in the United States to produce oil film bearings. Morgan's oil film bearing products used to cost 200,000 yuan per ton. After Thailand and China intervened, the market price of Morgan products in the United States was only 60,000 yuan per ton. Due to the development strategy of the enterprise, it is too important to cooperate with Morgan Corporation of the United States, and it will be separated after 15 years. Last year, Taizhong surpassed Morgan in the number of oil film bearing products and became Morgan's most powerful industry rival. The same is true for the production of excavators in cooperation with foreign investors. Foreign investors are always reluctant to share key technologies. In 2004, people put too much emphasis on breaking away from foreign investors and making their own excavators. Brand represents quality. "Some people have technology and Shanxi brands have confidence." Gao Zhijun said.
In 2005, TISCO's stainless steel output reached 930,000 tons and exported 90,000 tons. In the first half of this year, TISCO achieved sales of 2,065.438 billion yuan, and it is expected to export 200,000 tons for the whole year. Li Xiaobo, general manager of TISCO, said that five years ago, TISCO products could hardly enter the international market, mainly because of poor quality. Without quality, there is no brand. After several years of efforts, its stainless steel products not only occupy a place in key domestic projects, but also are exported to developed countries and regions such as Europe and America. TISCO currently has more than 700 core technologies mainly made of stainless steel, of which nearly 65,438,000 core technologies have reached the international advanced level.
The seven dominant industries in Shanxi during the Eleventh Five-Year Plan period determined by the provincial party committee and government include equipment manufacturing, coal chemical industry, metal materials and products mainly made of stainless steel and aluminum-magnesium alloy, characteristic agriculture, cultural industry and tourism industry. Wei Hulin believes that Shanxi has not only unique resource advantages, but also industrial advantages, and should build more well-known brands.
Shanxi brand is about to take off
"At present, Shanxi is on the eve of economic take-off, and business opportunities are everywhere. This is an era that needs big entrepreneurs and well-known enterprises. " Wei Hulin believes that Shanxi's economic development provides an opportunity for Shanxi's brand to take off. Wei Hulin believes that brand building is a long-term process. Wei Hulin said: "Everyone thinks that Microsoft is a new enterprise. It should be noted that it was established in 1975 and has been 3 1 year. " Creating a brand is not only the business of the enterprise itself, but also the role of the government. Wei Hulin said that building a well-known brand requires a good social development environment on the basis of the company's own efforts, which only the government can do, such as changing the institutional environment and reducing the cost of government affairs; Create a fair environment, protect famous brands, and reduce the market operating costs of enterprises; Strengthen the construction of government informatization and reduce the transaction cost of enterprises.
Shanxi's 11th Five-Year Plan outlines: "Strive to implement the famous brand strategy and cultivate a number of famous brands and well-known trademarks in China." This is the first time that Shanxi has put forward the problem of famous brand strategy in previous Five-Year Plans. During the 11th Five-Year Plan period, Shanxi will build 30 China famous brand products and 20 China famous trademarks.
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Speaking of brands, Shanxi people can count them with their fingers: Fenjiu, Haitang, Qiqiang, Sun Chun, Huajie, Universal Bike ... Think again carefully, which of these once familiar names still exist today?
How many years does it take to build a brand? This is a concept without specific figures. Some enterprises are prosperous for a hundred years, while others are short-lived. About the brand, about the brand story, how much bitterness, how much joy, how many thought-provoking topics?
"Brand Miles" passed through Shanxi like a whirlwind, but it left us with long-term thoughts on Shanxi brands.