Chinese Brand, The Future Is Not A Dream?

China is away from the real "

Many of our enterprises like to hang the words "quality first, reputation first" on the wall.

It's hard to tell if you have these concepts in mind.

Those who visited Ningbo had a chance to have a look at the Ling Bridge in Ningbo.

For Ningbo people, Ling Bridge is a mother bridge and home bridge, carrying many stories.

Ling Bridge is built on the Fenghua river.

The earliest Fenghua Jiangqiao began in the Tang Dynasty, but until the early years of the Republic of China, Jiangqiao was a floating bridge.

The current Ling Bridge was built in 1936 and was built by SIEMENS, Germany. The initial design life is 60 years.

After decades of vicissitudes, the main structure of the bridge remained intact after many bombardment during the war of resistance against Japan and civil war.

The contractor is able to say that the construction works are meticulous. Not only the steel used is imported from Germany, but also the design of the bridge is very predictable, and all kinds of pipelines are reserved. As a result, the reserved pipelines will be used when the gas pipes are laid up and the telephone lines are laid.

By 1995, the design period was 60 years before the expiry date. SIEMENS group's bridge experts arrived in Ningbo on the spot to give a physical examination to Ling Bridge. After the expert inspection, they said that the bridge could be used for at least 20 years.

Werner von Siemens, founder of SIEMENS, said: "we will never sell our future for short-term interests."

"Brand" is not an imported product.

We know that "brand" is a concept arising from a free market economy.

Because of the well-known reasons, the market economy has been broken down for decades in China, and these decades are the period when the world brands are developing rapidly. Therefore, we need not complain why China has no world-class brands.

Traditionally, China is mainly self-sufficient natural economy, emphasizing agriculture and light business. The earliest brands in China are mostly service brands or firms.

At the end of the Qing Dynasty and the beginning of the Republic of China, with the sprout and rise of Chinese national capitalism, China had produced its own brand almost without any external force.

"The top of the horse is the source, and the foot is connected with the inner League, wearing Rui Xiang Xiang, the waist is tied four big Heng."

These words reflect the luxury consumption of Beijing's so-called upper class society.

The Ma Yuan Yuan hat store was founded in 1811, 100 years ahead of Sheng Xifu.

At that time, Ma Juyuan's hat was a fashionable high-end luxury product sought and flaunted by upper class personalities.

Ma Yuan Yuan when he was a teenager, he went to a clothing shop apprenticeship near the flower market. Just a year later, the clothes shop went bankrupt. The shopkeeper sent him to a hat shop in the East Three Mile River as an apprentice. After the apprenticeship expired, Ma Yuan Yuan helped the Dong family for two years before leaving the hat shop to start his own business.

In addition to the official hat, the hat shop is also known as the satin cap of the whole city.

The satin made of satin small cap is specially purchased from Nanjing Zhengyuan Xing silk and Zhuang Zhuang.

The hat made of elemental Satin never wears oil until it is bright.

The production process is also very exquisite. Making caps is a place to eat kungfu. The workers first put the green blanks on the wooden models, brush them up, and then press them with the red iron.

Ironing and flaming while pressing.

But the cap will not burn, but will be pressed into a yellow and bulging, and gently pressed with the hand. When the cap is raised, the cap can be automatically bulged. The cap has elasticity and toughness. This is the original production process of Ma Juyuan hat shop.

As long as the right soil is available, China's local brands are not difficult to emerge.

Cultivate a brand like raising a son.

There is a saying in the line: OEM is like raising pigs, making brands like foster sons.

Ling Fangcai, chairman of Guangdong textiles import and export Limited by Share Ltd, told reporters that OEM is only a single item, and is pursuing short-term interests. Self created brand is like investing in children. It is a long-term investment.

The rise of China's local consumer brands has posed a challenge to foreign brands and has become a landmark trend in China's industrial development.

Anyone who doubts this is going to walk deep in the streets of Jinjiang, Fujian province.

On the side of a typical 100 meter long street, there are 34 stores selling all kinds of local brand products.

Challenges to Nike (Nike) and Adidas (Adidas), which are believed to have been around $1 billion in sales in China this year, are local rivals such as Anta, Anta, XTEP, Xtep, Lining, Li, Ning, Ning and so on.

Seven wolves (Septwolves), Lilang, 365+1, Yashi and CABBEEN (Cabeen) targeted Giorgio Armani (Giorgio Armani), Hugo Bosse (Hugo Boss) and Zegna (Ermenegildo Zegna) and other brands.

These names may not sound familiar or even weird.

But the reality is that the natural order of things is reversing: small fish begin to eat big fish.

Those Chinese companies that undertake outsourcing manufacturing business from Western brand holders more than 10 years ago have successfully launched their own brand products.

Usually, the quality of the products they sell is not different from the products they used to manufacture in foreign countries.

The seven wolves were so successful that they gave birth to a whole batch of wolf imitators.

There are also many successful sportswear manufacturers in Jinjiang, such as Anta, XTEP, PEAK and 31st degree.

They all started from foreign brand foundry plants, but now they are internationally recognized by their own strength.

After establishing their own brand competitiveness relative to foreign competitors, Chinese companies have several advantages.

First, they are less dependent on chain stores than foreign counterparts, giving them greater control over quality and brand management.

Another advantage is that local brands can usually expand more flexibly to two or three tier cities, which are the main source of revenue this year.

As growth grows from big cities to smaller cities, the ability to follow up has become the key for sports apparel manufacturers to enter the Chinese market.

Starting from the most basic and attacking international brands

What is a brand? Some say it is a fashion, some say it is fashionable, some say it is a quality, others say it is a story.

In fact, brand is the aggregate of these concepts.

Without stories, we should not be hardened; if there is no history, we will precipitate it bit by bit.

At least, we can do what we can do now, from quality to fashion, to service, bit by bit.

First, let domestic consumers accept and recognize.

In recent ten years, China's clothing brand has developed very rapidly, showing a pattern of letting flowers bloom.

There are some popular brands with relatively large sales volume, and some personalized brands originate from designers, creative and precise positioning, and the development of Chinese clothing brands is becoming more and more international.

In fact, the development of foreign brands has gone the same way. Chinese clothing brands need to catch up with others for decades or more than a hundred years with less time.

At present, China has become an important market for international brand competition. In this fiercely competitive market, we have to think about what kind of capabilities we have to participate in international competition. Where is our competitiveness?

Of course,

Therefore, from the beginning of brand planning, we need to think from the brand positioning.

In the end, what kind of consumer group do our products aim at? What is the channel corresponding to this different consumer group? Is it the form of department stores? Or is it the form of independently opening stores? Is it the form of large stores or the form of small shops?

Why do domestic consumers recognize and recognize international brands? Because these brands can usually tell a set of history and a set of reasons.

Some foreign brands often claim that they are making clothes for someone in the royal family. They pay close attention to their social activities such as polo, cricket and so on.

There is usually a circle behind every consumer group. The way of life of this circle forms an important reason for brand culture to be narrated.

At the same time, they insist on taking root in this field and persisting in serving the people of this level.

Over the years, many years of intensive work have formed an important internal cultural gene of their brand.

This cultural gene has become their core competitiveness.

Some brands in China, sponsoring the project today, sponsor the project tomorrow, often do not know why to sponsor it, only knowing that this project makes the brand exposure rate higher, I will sponsor it.

Or when I cater to it, I want to ask a few spokesmen to flaunt it. The popularity has been opened. After that, I didn't think what to do behind the endorsement. This will test our understanding of the factors behind the process of cultural thinking.

In the course of future development, no matter how to choose their own brand in the form of culture, or choose a fast response way to get the high share of fashion, these two ways will continue to promote each other.

In the process of brand development, the brand first considers how to make people feel good about the brand. Besides the cultural style, the performance style of the enterprise may also be an important aspect of the brand.

In foreign countries, social responsibility has been an important part of enterprises.

The value of a brand is often an endorsement of the level of corporate social responsibility.

This kind of social responsibility includes not only charity, but also a way of life that you express, or life style values that lead social development.

China is in an era of integration and pformation, and will further differentiate in the future development.

In the practice of every brand, there is no uniform and absolute "road" which can be duplicated by everyone. Every brand will use their practice to get out of their success.