Are there more or less domestic brands?
Looking at the quantity, China can't be said to be a small brand country. In 20 15, the number of trademark registration applications in China reached 2.876 million, ranking first in the world for many years. There are hundreds of brands, big and small, for infant milk powder alone. In the international market, the recognition of China brand has also increased rapidly. ? Can you name at least one China brand? According to the survey of foreign consumers, in 20 12, only 3% of people can name at least one brand in China, and in 20 15, it has risen to 23%. Most enterprises engaged in OEM business have established their own brands simultaneously in China. Many companies think? I have had a brand for a long time. Why do I always emphasize brand building?
From the connotation, both manufacturers and consumers may have to admit that China is still a small brand country. There are few well-known, trustworthy and international domestic brands in the market, and most of them stay in the low-end part of the market. Especially in the field of consumer goods industry, although China wins everywhere? Output first? Gold medal? Tall? Most of them are foreign brands. Some brands sail out to sea to achieve leapfrogging, but in the eyes of consumers, the first impression often stays at? Cost-effective? .
The significance of brand is not only to mark the unique name of the product to improve the recognition, but more importantly, to realize the premium with the help of brand awareness and reputation. The most direct difference between OEM and brand is profit: the price of a Barbie doll in the US market is about 10, and the offshore price in China is more than 2 dollars for a long time. Excluding management fees and material fees, the gross profit of OEM production is less than 1 USD. This huge contrast has prompted many enterprises to create brands. However, owning a brand does not automatically enjoy a premium. There is also a huge profit difference between low-end brands and high-end brands. Under normal circumstances, the higher the market goes, the greater the brand influence and the greater the premium space; The more you stay at the low end, the more difficult it is to reflect the brand premium, and it is easy to fall into a price war and compete downward. So, made in China today emphasizes? Create a brand? It's not that enterprises simply register a brand trademark and do marketing promotion, nor that they can't see the reality that domestic products have formed a number of well-known brands, but encourage enterprises? Brand gold content? Make a big fuss, let China brands compete upward and play a leading role in the mid-to-high-end market.
Moving towards the middle and high end, improving quality is fundamental. China is the largest manufacturing country in the world, with the output of more than 200 kinds of manufactured goods ranking first in the world. However, most products are of average quality. If domestic brands want to have greater influence, they must strive for perfection and improve brand quality in all directions. Only through hard work can we be a real one? Good stuff? In order to create a good image of the brand.
Towards the middle and high end, independent innovation is the support. ? Head soup? The most attractive, the founder has the highest profit rate. Without independent innovation and following others, there is limited room for brand development. For enterprises, the degree of innovation determines how far a brand can go in the fierce market competition.
To move towards the middle and high end, we must take the initiative to go out. A good brand is cultivated and competitive. Chinese people's consumption is increasingly international, and the phenomenon of buying foreign goods overseas continues to heat up, and the consumption quota has increased year after year. In order to form more influential mid-to high-end brands in the international market, China enterprises should forge their own strength in international competition and catch up with world-class brands.
It is not easy to create a brand, and it is even harder to move towards the middle and high end. But today, China enterprises are facing a rare good situation. First, with the increasing degree of internationalization, enterprises have a deeper understanding of the international market competition situation, consumer habits and cutting-edge innovations, which is conducive to enterprises to stand on a higher platform from the beginning, set goals and avoid detours. Secondly, the protection of intellectual property rights in China is constantly strengthening to protect the healthy growth of the brand. More importantly, in the past, it was often necessary for enterprises to accumulate a certain amount of funds and form a certain market reserve before they could build brands and create famous brands, because brand building required a lot of investment. Nowadays, the mobile Internet provides a low-cost and efficient brand building path, reduces intermediate links and promotes value innovation. Small and medium-sized enterprises and start-ups can also establish their own brands in a short time. Don't miss this opportunity!