How to establish a world-famous brand when enterprises go abroad and operate internationally? This is a subject that must be carefully studied before us. Some people say that well-known brands in China can naturally become world famous brands as long as they enter the world market for a long time. In fact, famous brands recognized by China people may not be acceptable and recognized by foreigners. Any famous brand is accepted by consumers in the sea of market, and there is a process from "feeling" to "moving". Consumers from "feeling" to "moving", your brand must be accepted by him to trigger consumption, otherwise, you will become famous in China and others will not look at you abroad. We have just seen the fact that domestic famous brands are not internationalized. We must study the internationalization of our brand in China.

Some brands in the world have their own development rules. Of the 65,438+000 famous brands in the world, 84 have been cultivated for more than 50 years, and the other dozen have been growing up through high-tech means or chain operations for a short time. The introduction cost of a brand in China is 80 million to 654.38 billion RMB, which takes 3 to 5 years. In the United States, it is 70 million to 80 million dollars. In more than three years, it will cost billions of dollars to spread it around the world. How many enterprises in China can do this job? China has 153 well-known trademarks, which one has the conditions to import global brands? So in recent years, I have been calling on us to carefully consider whether the brand has the concept of socialization and internationalization when creating and cultivating this brand, otherwise, all our efforts will be in vain. For example, before 1978, there was a national brand in Japan that could not become a global brand. Later, Japan reshaped a Panasonic brand, which cost a total of1600,000 dollars. The word "word" for creating a brand is not found in words, phrases, idioms and cultural concepts enjoyed by human beings. It has its own personality and uniqueness. Through hard work, it has become synonymous with an industry and eventually becomes an indispensable vocabulary in dictionaries and people's conversations. This is the standard to measure whether a brand has been successfully created. Like Coca-Cola, it is synonymous with drinks, and there was no such word at first. Hengyuanxiang is a very good trademark of China. Because foreigners can't read Chinese characters, it's hard to feel and be moved. It is difficult for our brand to become an international brand. Chinese characters have the cultural connotation of China, and China people are easy to read, understand, remember and associate. Will foreigners understand? Will there be associations? If you change it to pinyin, foreigners can spell it but don't understand the meaning. Behind the brand is culture, which is a collection of unique material wealth and spiritual wealth created by enterprises in the long-term operation. There are rich contents here, which can be compiled into many vivid stories that can be told. So we must follow the international trend. We can't export our products under the Hengyuanxiang brand. If we persist in doing this, we will encounter problems in the future and cause greater losses. What I want to do is to integrate my own brand culture with the world brand culture, which is a very difficult and long work. To create brand and corporate culture, enterprises should be integrated with world culture. If there is no integration, culture will become a resistance if it is to be in line with international standards in the future. This is why we should learn from western corporate culture. The biggest problem that foreign companies encounter when they enter China is the integration of * * * and China culture. They manage well, but it's no use going to China. They must reposition themselves, that is, adapt to local localization. Can Coca-Cola, KFC and McDonald's all move into China according to the American model? Find out where the harmony between the two cultures lies. They should not only transform their own culture, but also transform each other's culture, so that they can gradually integrate. We should realize that when our enterprises enter the international market, they also have the problem of adapting to local localization. What an enterprise can finally attract is the internal culture of the brand. Is it useful to ship the brand founded by Hengyuanxiang to the United States and Britain? I don't think so. There is a long process, so my idea is that it may not be necessary for our company to reshape a brand. Will buy or cooperate with foreign countries to produce a new brand. Because of the acquisition or merger, this is the lowest cost of the enterprise.

Implement a forward-looking brand strategy based on the market. In the past, Hengyuanxiang brand was founded and succeeded because it adapted to the needs of the development of domestic market economy, and to build a new brand is also because the world economy tends to be integrated, and China will soon join the WTO to meet the needs of the international market. There is an old saying in China: "He who has no long-term worries will have near worries."

The premise of destroying this brand is to reshape a better brand than it. Here are some points to prove: First, I gave a speech at the International Wool Textile Organization Conference in Germany in April, 1998. At that time, the world wool was in recession, and everyone was very pessimistic. After the speech, the chairman of International Wool Textile gave me a cordial hug and said two words. The first sentence says that my speech has given the world wool industry a stimulus. Because I'm talking about sheep culture, corporate culture and brand strategy. In the second sentence, you will succeed in applying for the post of chairman of international wool textile in the future. This proves that our company has our uniqueness in the concept of corporate marketing culture strategy and can conquer some enterprises in the world. At the end of 1997, I gave a lecture on the history of the company's development strategy at ORT University, the largest private university in Uruguay, which also attracted the attention of the presidents, professors and students of Uruguay University. This was a very good response, so the major media in Uruguay reported the main contents of my speech in all directions. From this point of view, we are full of confidence in our own enterprise. It is necessary to study how to effectively combine literature, language, culture and habits with western culture. As long as you form your own strength, others will be attached to you and close to you. This is very clear.

Behind the brand is culture. We say that a strong economy supports a strong culture and a strong culture supports a strong brand. Today, small and weak enterprises in the world can never become masters on their own. We should use the culture behind the brand to make the world familiar and enjoy, and become an indispensable part of people's daily life, so as to conquer consumers all over the world. This is our way out.

Under the trend of economic globalization, it is definitely not possible to develop the market by relying on a weak brand. After a period of time, China's economy has gone up and its comprehensive strength has improved. A large number of China brands are developing in the world and going out together, resulting in linkage effect, accumulating advantages and accelerating the internationalization of brands.