China's shanzhai business is well-known all over the world. Although it is a good thing for China's economy and consumers, anyone with a little sense can tell that in the long run, the reputation of the whole market and the national image will decline.
It's not necessarily true that China enterprises don't attach importance to brands. Since the reform and opening up, there have been many brands that have not failed for ten or even decades. However, in the market environment of China, the power of a brand is often not as generally understood, and it seems that it is more appropriate to call it a brand.
brand, one is to let the people who buy it remember the name, the other is to prohibit others from using it, that's all, and it doesn't have the comprehensive radiation and connotation of the brand. From the end of last century to the first decade of this century, almost all domestic markets have survived in the absence of brands. Although there has been no major collapse, there are already many hidden dangers.
In recent years, a quality crisis in food, articles, buildings and vehicles is sweeping the real market at an unprecedented speed, hitting the bottom line of society. A considerable part of the reasons can be attributed to the confusion of brand building and abnormal competition in the market in the first decade. Rome wasn't built in a day. This old saying in China can be understood as that disorder caused today's crisis, and it can also be interpreted as that today's crisis can't be solved for a while. But there is another saying, which is equally reasonable, that is, misfortune and happiness depend on it.
While paying the price for the past, the emphasis on brand has gradually occupied its due position in the hearts of many enterprises, professionals and even consumers. Not to mention the power of Apple's brand myth sweeping the world, that is, Wang Laoji's reputation in China's beverage industry has never been seen for many years.
Enterprises in China seem to be trying to touch the edge of the brand. Throughout the present, the voices of industrial upgrading and economic transformation are endless, and brand building is mentioned as frequently. Some people pessimistically predict that the quality crisis in China will not be completely improved in 2 or 3 years, but it is not impossible to remedy the past from now on.
when the quality of China is at a low ebb, it may just be the time when the brand starts from scratch, with the lowest cost and the highest efficiency. This is not a rumor. The death of small and medium-sized enterprises in recent years illustrates this problem from one side. Although vigorously developing small and medium-sized enterprises is the only way to invigorate the economy and even revitalize the country, it is inevitable to properly eliminate the fittest. We can't expect a comprehensive rescue.
It may be cruel to say this, but it may be necessary for the future market economy.
putting aside the dispute over trademarks, the emphasis on trademarks is a reflection of the brand value being realized. No matter what the purpose is, at least those who compete for trademarks understand that this symbol means the recognition of countless consumers, which means that in worrying articles and foods, as long as you see this symbol, it is a reassuring guarantee.
of course, it is equally important to ensure the stamina of trademarks and even brands. Without responsible products and services to fill brands, even the best brands will be born in happiness and die in worry.
Occasionally, there is inevitability. When the headlines of the media are repeatedly occupied by trademark battles, it is a good thing to think about it from another angle.
this at least means respect for intellectual property rights and fear of the law. Micro-flaws can't deny macro-progress. Within the framework of law, all quarrels and wrestling are allowed. When the brand becomes the decisive factor of the enterprise's life and death, it is believed that the revitalization of China's quality will not be far off.