"Big Brands, Small Brands"?

"Big manufacturing country and small brand country" is a vivid sketch of the situation of national brand in China.

Although China is a big manufacturing country in the world, domestic brand cultivation is still at the initial stage, with its own brand less, low export profit, weak brand awareness, inadequate brand protection and imperfect evaluation system. At present, brand building still has many defects in China.

Since reform and opening up, China has gone through the stage of brand economic enlightenment and brand economic development, and is currently in the brand economic upgrading stage.

But the overall level of China's brand development is not commensurate with the level of China's economic and trade development, and there is still a big gap compared with developed countries.

The lack of brand awareness is at the low end of the international division of labor. According to the relevant data, at present, China's import and export enterprises have less than 20% of their own trademarks, and the total export of their own brands account for less than 10% of the total export volume.

Take the textile industry as an example, China is a big exporter of textiles. However, 50% of garments are exported after processing, and more than 30% of them are supplied by trademarks, styles and patterns, and only 10% of their own brands are processed.

According to the analysis of the Ministry of Commerce, China exports an average shirt of 0.3 dollars and exports 800 million shirts to buy 1 Airbus A380 aircraft.

In the 2005 list of the top 500 brands in the world, only 4 brands of Haier, Lenovo, CCTV, and Changhong were selected. In 2006, it rose to 6 seats, but still only accounted for 1.2% of the list, far below the 245 seats owned by the United States.

Without brands, leading companies are bound to be at the low end of international division of labor. The profit we earn is the hard-earned money of workers, which is bought by consuming precious resources and energy.

In recent years, despite the rapid development of local brand management in China, there is still a big gap compared with the world famous brands.

Foreign hostile takeovers and rush for national brands were beheaded, "small nurses", "Maxam" and "Shashi daily".

When a local brand becomes a foreign capital, it is often hard to escape the fate of the brand being frozen.

When the US Johnson bought the Beijing Dabao news, some analysts exclaimed: local daily chemical brand almost all eaten by foreign capital.

If we observe carefully, we will find that the foreign investors choose almost all the leading enterprises in various industries in China: the Xugong Group, which is favored by Carlyle, is the largest development, manufacturing and export enterprise of construction machinery in China. In 2005, the sales revenue reached 13 billion 100 million yuan, an increase of 12.7% over the same period last year, and realized the export earning of foreign exchange of 120 million US dollars, ranking twentieth among the 500 top Chinese machinery enterprises.

Some experts in China call it "decapitation purchase" or "monopolistic acquisition" for foreign investment.

Aiming at the monopolistic enterprises in the industry, engaging in joint ventures and controlling the shareholding, and making the joint venture enterprises lose money or profit for a long time, forcing the Chinese side of the joint venture to withdraw and foreign capital to achieve the purpose of controlling the monopolized enterprises, and after that, the "sole proprietorship" is "miraculously" to return to profitability.

This is the common practice of foreign capital when purchasing Chinese funded enterprises.

It is worth noticing that the tendency of sole proprietorship is becoming more and more obvious when foreign capital enters. In addition to this way of acquiring the Chinese national brand through the way of acquiring stock rights, it is also a common trick for some ulterior motives to rush the Chinese national brand.

According to relevant information, China joined the Madrid International Registration System of trademarks in April 1989.

By the end of 2002, there were only 2450 pieces of international registration applications by Chinese enterprises through the Madrid system to other countries, with an average of less than 200 per year.

Due to the absence of registration in foreign countries, many trademarks, especially famous trademarks, have been snatch in China. For example, Japanese enterprises have seized "Tongrentang", "Goubuli" and "Yi De Ge". Korean companies have seized "Quanjude" and "Jianlibao", and so on. Russian enterprises have snatch "Xinke", "Konka" and "BBK".

According to incomplete statistics, more than 250 trademarks have been snatch by Australian manufacturers, more than 200 trademarks have been registered by Japanese manufacturers, more than 50 trademarks have been registered by India manufacturers, and some European Union, Latin American and Southeast Asian companies have also registered our well-known trademarks.

According to statistics, since 1980s, more than 2000 registered trademarks of export commodities have been registered in China, resulting in the loss of intangible assets of about 1 billion yuan each year.

Many brands failed to protect themselves. Some brands, which had already been recognized by the market and had a certain reputation, failed to protect themselves and finally fell to the brink of bankruptcy.

For example, a well-known liquor manufacturer in Jiangxi was famous for its booming production and marketing in the 80s of last century.

However, due to the intervention of government departments, enterprises blindly expanded their production capacity, and even built factories into villages and villages, so that a good liquor brand soon encountered the market "ice".

This example is common in Chinese enterprises.

Some enterprises lack the effective protection of their own brands, and are violated by a large number of counterfeit counterfeit products, which makes the loss of brand advantage cultivated by a large amount of manpower, material resources and financial resources lose, resulting in a decline in corporate efficiency or even bankruptcy.

In addition, the current non-standard brand selection has also caused many damage to the fragile national brand.

It is a matter of doing things, doing business, selecting rows, awarding prizes at various levels, setting awards arbitrarily, not having high standards, and strict checks.

Some unknown units and organizations have also launched the "China certain award" campaign. The Gold Award and silver award have been flying everywhere. Almost every family company has several brands of gold and silver awards.

Experts believe that we should further standardize the behavior of brand selection intermediary organizations, and vigorously develop non public interest authoritative intermediary organizations, so that brand evaluation can be determined by the market.

"The cost of counterfeiting is low, so it is difficult to counterfeit."

This also jeopardizing the development and growth of national brands.

For example, the Nanchang City People's trust group is a large pharmaceutical group in Nanchang.

The development of the capsule technology has cost a lot of manpower and material resources. However, some enterprises are making a slight change in their names or adding or subtracting individual characters.

This led the company to set up a counterfeiting organization. Every year, employees were sent to all parts of the country for counterfeiting. In 2005, a total of 8 counterfeit manufacturers were found.

After finding out the local industry and commerce departments, they can end up in the end.

The lack of government management to guide the developed countries such as Europe and the United States has shown that the role of the government in the brand market is indispensable. Building and promoting the implementation of brand strategy is one of the functions of the government.

At present, the main reasons for the ineffective management of our government are: unclear departments, lack of coordination mechanism, biased policy guidance and ineffective protection.

The promotion of brand strategy involves more government departments. It is necessary to establish an inter departmental coordination mechanism to effectively organize relevant departments' forces and resources and form a resultant force.

The state lacks strong brand legal protection system and strict enforcement measures. Some local governments are indifferent to local counterfeiting and selling enterprises, and many enterprises lack sufficient knowledge or powerlessness to protect brands.

If some enterprises have built up a brand, they will soon be overwhelmed by fake and inferior products.

In such an environment, the real brand is hard to produce and grow.

Statement: brand is king. In the early 60s of last century, Japan's brand was still at the level of goods in the US.

The 1968 Tokyo Olympic Games opened up the global brand expansion of Japan, and Japanese brands such as SONY and Panasonic began to attack the whole world.

In 1988, Samsung was still working for SONY, making OEM, making the most basic processing and production, and broke into the world stage in 1998.

South Korea's brand Samsung (SAMSUNG) is also on the list of the 100 most valuable brands in the world.

When the world watched China in the 2008 Olympic Games, it was the best opportunity for Chinese enterprises to build their brands.

From 1968 to 1988 and 2008, it took two 20 years. China has reached the time to build its brand.

We will find everywhere in the world that we will buy "made in China" products wherever we go, but China's brand names are hard to find in the world. Many famous international brands are produced and processed in China. After that, signs of foreign brands are sold to all parts of the world and become the focus of competition.

The value of goods produced by China in 2006 is only 1/6 of the global average commodity value, which means that every product produced by China is bought and sold five in terms of value.

The loss of added value of Chinese commodities has become one of the bottlenecks of further development of China's economy, and a large part of it is the brand value covered by commodities.

Last year, China produced 51% of the world's cement and 33% of its steel, accounting for about 42% of the world's total construction materials, and produced 38% of the world's clothing.

How much value has Chinese enterprises gained in such a large share of product production?

By dividing the 5.6% share by the most conservative 35%, it is concluded that the value of Chinese goods is only 1/6 of the global average value.

The reason for this is that at present, the manufacturing base of global industrialization is accelerating to China. In China, most enterprises are still at the stage of "simple processing products" and lack of innovation, which is the reason why China's business value is at a low level.

* a pair of women's leather shoes marked "made in China" and priced at 299 Swedish kronor (1 kronor, or 1 yuan), and the price of shoe manufacturers and importers of leather shoes paid to Chinese manufacturers is only about 70 kroner.

Chinese manufacturers say that the profit of each pair of shoes is only 5 yuan or 6 yuan.

As a "world processing center", China has become the engine of world economic growth. But what benefits have Chinese enterprises and residents gained?

The current situation of "high and low output" in trade means that China's processing center is losing money, and "poor countries subsidize rich countries".

One of the main reasons is that China has no pricing power in the international market.

The word "brand brand" comes from ancient Norwegian.

"Brand" means branding to differentiate products from different producers (including labor services).

In 1960, the American Marketing Association (AMA) defined the brand as a brand, a name, a noun, a mark, a symbol or a design, or a combination of them. The purpose was to identify the product or service of a seller or a group of sellers, and distinguish them from the products and services of competitors.

Brand value after entering the information society, besides having the use value and exchange value, the brand also has some characteristic value, and is the most important value.

The characteristic value of the brand is increasingly becoming a dominant force in the market. It controls consumers and controls the market with a visible and invisible force.

Luoyang bearing group: part "decapitated" national brand Luoyang bearing group: be bought by German FAG for Chinese toothpaste: bought by British Unilever after being bought by Morgan Stanley and sold to American Gili hundred and Wahaha: by French L'OREAL acquisition of Le Kai: Kodak bought 20% big bubbles by Kodak: the purchase of Huarun paint by arrow chewing gum: the purchase of Shuanghui sausage by American Valspar: US Goldman group and Hongkong rotks bought "Jie Hua" shampoo; "Peacock" TV set bought by 3 million 150 thousand US dollars; "