How Does China Brand Go International?

Among the statistics we have grasped, the 100 most valuable brands in the world in 2013 were not listed in mainland China. On the "2013 China International Brand Development Forum" organized by the China Council for the promotion of trade and the Beijing Council for the promotion of international trade (CCPIT), Wu Xiaoming, deputy director of the State Intellectual Property Office of China's State Intellectual Property Office, pointed out that the demand for Chinese enterprises to develop international brands and seek intellectual property protection is becoming more and more intense.

Facts also show that in the global value chain, Chinese enterprises are "competing for the best", hoping to promote economic transformation by creating international brand, and get rid of the embarrassment of "big but not strong" in manufacturing industry. Delegates said frankly that there is no shortage of "brand names" that are excellent in quality and reliable in today's China. What is really lacking is the "international brand". This requires enterprises to change ideas and strategies, and also requires relevant departments to make policy efforts.

　　 Chinese brand Potential

As we all know, because of the lack of core independent intellectual property rights, brand is not hard. In international trade and economic exchanges, Chinese enterprises often suffer from dark losses and can only exchange for little processing profit downstream of the value chain. But this does not prevent Chinese enterprises from going upstream to the value chain. "Indeed, most Chinese brands are only the names of a company, not the real" brand ". At present, China's economy ranks second in the world, but there are only 23 Chinese companies in Fortune 500. " Han Bin, executive director of Brand Company North Asia, said, but this number will continue to increase, and Chinese brands will have great potential to become "international brands". The reason is that China is an economic power with a huge consumer market and a good foundation for international development.

The key is how. Take advantage of We should expand channels to make outstanding Chinese brands become famous internationally. Fu Yu, vice president of RetailPro company and general manager of Greater China, has been engaged in luxury industry for many years and is well versed in the beauty of international marketing channels. She said that overseas brands have been in the Chinese market in recent years, and they can not be separated from their successful entry into the Chinese market. Fu Yu said that due to the characteristics of China's retail enterprises, most department stores are actually "two landlords" mode, and the retail prices are very high because of the excessive channels. The future trend will gradually transform to the buyer system. When our brand enters the international market, we will adopt the mode of establishing flagship stores, signing brand entry agreements with the same stores, and establishing our own factory stores.

In this regard, Zhang Zhenzhong, deputy manager of research and Development Department of Beijing sage Import & Export Co., Ltd. has deep feelings. He told reporters that the "Mao long" brand that the company took over was China's time-honored brand. It had historical traditions and brand stories, and had an international "selling point". The quality and technology level of Chinese jewelry that has been handed down for many years is excellent. The key is to create value on the brand. Zhang Zhenzhong said that at present, in order to let more people know their brands, he plans to borrow electronic commerce, jointly operate online and offline, and increase the way of advertising on micro-blog and WeChat, so as to let more audiences know "maomong".

　 How can enterprises borrow power?

In fact, there are not many Chinese enterprises such as Zhang Zhenzhong who come to learn from Taiwan. They have a reputation in the country, but when they go abroad, they feel a great drop. The data provided by Tan Beiping, director of research and development in China's Greater China region, shows that the international market has a very low awareness of Chinese brands. Among them, Lenovo is the highest, more than 50%; HUAWEI second, more than 40%; third Haier, with visibility below 30%. In the Chinese market, the popularity of less than 30% is three line brand. "China's brand is heading for the world, and the road is still long."

Therefore, entrepreneurs are eager to participate in various learning and seminars, hoping to be inspired and helpful.

According to Jia Huai, Vice Minister of Information Department of China Council for the promotion of trade, in order to help enterprises build their own brands better, the business associations are actively playing their role as a link. On the same day, the China Council for promoting trade (CCPIT) issued the "China Business Guide Series - China independent brand development report", which introduced many useful domestic and international practices and experiences for enterprises to develop their own brands. Coincidentally, the China brand building promotion association was officially launched in June this year. It is understood that China started the brand evaluation pilot work in 2011, promulgated the national standard for brand value evaluation in 2012, and conducted a trial evaluation of 449 listed companies. This year, we continue to follow the principle of voluntary participation and free enterprise, and help relevant enterprises to measure brand value.

The government is also striving for support. Wu Xiaoming said frankly, our country is participating actively. international rules The formulation of the "escort" for enterprises "go out" escort. In the future, the government will take the initiative to participate in the formulation and service of enterprises' "going out" as the focal point, and enhance the international response capabilities of intellectual property rights. First, optimize the strategic layout of intellectual property rights, comprehensively enhance our ability to use intellectual property to achieve international development; second, improve the initiative and ability to handle international affairs in intellectual property rights; third, explore the establishment of an aid mechanism for the establishment of foreign-related intellectual property disputes in China's enterprises, so as to help enterprises understand the international rules and practices of intellectual property rights.