Da Shanghai Lao San Jian
Brand life of Shanghai people
Mr Wang moved to Pudong, Shanghai four years ago. I heard that the reporter wanted to ask him to talk about his impression of domestic well-known brands. He can't help but sigh: "Now there are no domestic old brands in China." Thirty-six years ago, he got married in a small room in the alley of Huangpu River, and prepared the classic "old three": a pair of Shanghai watches, a black men's bicycle with permanent brand, a fuchsia women's bicycle with Phoenix brand and a sewing machine with Butterfly brand.
Mr. Wang also casually listed a lot of old domestic brands like this: white jade and Zhonghua are used for gargling in the morning, and Meijiajing toothpaste is the most commonly used for skin care. Later, there was television. The most famous black and white TV brands are Feiyue and Venus, and the old brand of suits is Peromont. For a long time, "Great Wall" and "Dadi" raincoats were very popular all over the country ... Now I think about it,
However, these things have almost disappeared in Mr. Wang's life now. The reporter can't help wondering, where are these well-known domestic brands with good reputation and quality now?
Or joint venture or merger.
Multinational enterprises gobble up old brands.
When talking about why domestic brands were so popular at that time, Li Jianming thought that on the one hand, the quality of domestic brands was really excellent at that time, and on the other hand, the China market was not fully open at that time. However, after entering the market economy, these well-known domestic brand manufacturers suddenly face extremely fierce international competition, some enterprises die out, and some accept joint ventures or mergers of multinational companies. One set of data is extremely shocking: 90% of Sino-foreign joint ventures use foreign trademarks; At present, seven of the eight beverage companies in China have been swallowed up by Coca-Cola or Pepsi. Of the four washing powder factories with an annual output of more than 80,000 tons, three were eaten by foreign companies; Foreign brands account for 75% in the cosmetics market.
Multinational enterprises want to enter China, they usually choose joint ventures with well-known local brands in China, and brands such as Volkswagen and Procter & Gamble all enter China in this way. Generally speaking, foreign businessmen will not buy out the ownership of China brand with greater value, but buy out its right to use with less money. After the joint venture, foreign investors will generally use their control and decision-making power to intentionally lay out the China brand on low-end products, or simply give up the China brand, and at the same time vigorously cultivate foreign brands. China brand will be gradually forgotten by consumers if it is not used for several years after the joint venture.
At the same time, China's accession to the World Trade Organization has relaxed restrictions on foreign investment in many aspects, and foreign investment has taken the opportunity to monopolize power. As a result, cases of "joint venture to sole proprietorship" have occurred frequently. Since P&G entered the China market from 1988, it has gradually dominated the consumer goods market in China, and in 2004, it parted ways with the Chinese partner of 16 to realize sole proprietorship. Le Kai movies, Yangzi refrigerator, etc. , and so disappeared.
Another point that cannot be ignored is that foreign brands can occupy the China market again and again because of the worship and kitsch of some citizens to foreign countries. More than 20 years have passed, but many consumers in China are still obsessed with "imported goods" as in the early days of reform and opening up.
Exports increased and profits decreased.
A big manufacturing country is a small brand country.
"Make a big country, make a small brand country", which is the status quo of China's brand pattern. Business Weekly selects "100 the most valuable brand in the world" every year, but there has never been a China brand here. In the list of "Top 500 World Brands" released not long ago, the United States occupied almost half of the country with 247 seats, while China only had 12 seats. In sharp contrast, China is the third largest exporter in the world.
Although it is difficult for many foreigners to leave "Made in China", they also understand that "most" Made in China "are not famous brands in China". Take China's clothing industry as an example. It is a big exporter of foreign exchange. One out of every three garments exported in the world is made in China. However, it is difficult to find a brand-name clothing in China. China ties, which occupy 30% of the global market share, make less than 5% of the global profits; The average export price of China watches, which accounts for 80% of the global output, is $65,438 +0.3, while the average export price of Swiss watches is as high as $329.
High quality and new technology
The way to protect China brand.
Without the rise of national enterprises and national brands, how can we talk about the country's economic strength? A famous person in Japan once said: "The left face of the Japanese is Panasonic and the right face is Toyota."
How to protect our national brand? Li Jianming believes that the most important thing is to achieve excellence in quality and technology. For example, he said that Guangxi Liugong Group, a state-owned enterprise, has always adhered to the leading position of key technologies and overseas marketing when cooperating with multinational companies. In order to keep ahead in the field of technology, Huawei, a private communication company, has invested the most in R&D among national enterprises every year. In the economic tide of globalization, some of our national brands have disappeared, which is the inevitable law of the development of market economy. China brands such as Lenovo and Haier, which have successfully entered the international market, represent the future of China brands.