1 Outstanding Issues in the Development of China’s National Brands

First, analyze the problems existing in my country’s national brands from the intrinsic factors of China’s national brands.

1. 1. Weak awareness of national brands

Currently, many industries in China are already number one in the world, but they almost do not have their own brands. In a sense, China’s economy has become a job without brands. economy. Some entrepreneurs in our country lack long-term brand strategic awareness. The main manifestations are: some corporate legal representatives have not established brand awareness and just blindly pursue the performance of production and operations; although some companies have brand awareness, they do not put the brand in an important position and do not give enough thought and action. Attention is often just talk without taking action; some companies lack the motivation to create a brand, and become embarrassed when encountering technical or financial difficulties, and even give up the pursuit of the brand consciously or unconsciously; some Some companies are short-sighted and eager for quick success. They easily transfer the right to use their trademarks in joint ventures and cooperation with foreign businessmen in exchange for immediate economic benefits, and lose their long-term fundamental interests.

1.2 National brands lack innovation

National brands must grasp changes in the industry in a timely manner and innovate product technology and core elements in a timely manner in order to win sustainable development in the market. If they cannot keep up, If you cannot innovate brand value according to new consumer demands due to changes in market demand, you will easily lose in the fierce market competition. Many national brands in our country have perished due to their failure to grasp the opportunities brought about by new technologies and industrial changes. For example, Runxun paging failed to respond to the advent of the mobile phone era in time, and Xiaobawang learning machine failed to withstand computers. These examples fully demonstrate that if a national brand ignores industrial upgrading and does not innovate, but sticks to the old ways, it is likely to disappear overnight.

1.3 The phenomenon of serious loss of trademark rights of national brands

Many enterprises in our country lack intellectual property awareness. Therefore, it is detrimental to the protection of trademark rights of national brands. Since the reform and opening up, foreign businessmen have continued to restrict the development of my country's national brands through mergers, acquisitions, holdings, etc., resulting in a large number of national brands shrinking or even disappearing. At present, seven of my country's eight largest beverage companies have been acquired by Coca-Cola or PepsiCo, and three of the four largest washing powder factories with an annual output of more than 80,000 tons have been taken over by foreign companies. 90% of joint ventures in China use the trademarks of foreign investors. Many well-known brands at that time, such as Vitality 28 and Panda Laundry Detergent, were dismissed by foreign companies and national brands evaporated in foreign mergers and acquisitions.

1.4 The economic value of national brands is low

The author believes that the economic value of a brand is the economic benefit that the brand can bring. Specifically, it is the continuous purchasing behavior brought about by people's awareness and trust of the brand, allowing companies that own the brand to gain more market share and higher economic benefits than their peers.

The reasons for the above problems are mainly that China’s national brands started relatively late and had a relatively low starting point, as well as some confusing factors in the process of continuous development and improvement of the market economy. In this regard, we should pay great attention and be vigilant.

2 Some suggestions for developing Chinese national brands

For a long time, the development of national brands has been a key issue that our government, experts, scholars, and people with lofty ideals in the business community have been constantly exploring. Based on the development status and outstanding problems of China's national brands, following the development rules of national brands, and drawing on the successful experience of developing national brands in developed countries around the world, the author puts forward the following suggestions on how to speed up the development of Chinese national brands:

2.1 Formulate and improve China’s national brand development strategy as soon as possible

First of all, the central government must formulate a national national brand development strategy. This strategy should include the guiding ideology, development direction, key areas, main approaches, promotion measures, supporting policies, institutional mechanisms and many other contents for developing China's national brands.

Taking into account the high correlation between brand development and economic development, it is recommended that the national brand development strategy be incorporated into the country's medium and long-term economic and social development plans, such as the ten-year development plan and the twenty-year development plan. In order to form an incentive mechanism, it is recommended that the central government introduce preferential policies to reward national brands and encourage enterprises to strive to create national brands.

Second, local governments must also formulate local national brand development strategies. Local brand development strategies must be guided by the national national brand development strategy and comply with the guidelines and policies established by the central government. At the same time, local brand development strategies must be based on local realities and conform to local actual conditions. Brand development strategies must be targeted and feasible.

Third, companies must formulate their own brand development strategies. China's national enterprises should focus on building their own brands and formulate strategies that are beneficial to their own brand development from a long-term and overall perspective. The company's brand development strategy must be specific and feasible. Which product or products to develop as a brand, how to develop it into a well-known domestic brand, and how to develop it into an internationally renowned brand must be included in the brand development strategy. Once a development strategy is formulated, it must be implemented unswervingly, and the brand development strategy must not be turned into a dead letter.

2.2 Vigorously promote national brand innovation

To create Chinese national brands, we must adhere to the path of independent innovation. Including national brand concept innovation, technological innovation, product innovation and management innovation, etc. If China does not take the road of independent innovation, it will be difficult for China to have its own national brand and have a place in the competition in the world market. It will always be at a competitive disadvantage and may even be swallowed up by powerful competitors, just like Coca-Cola’s acquisition of China’s Same as Huiyuan juice. Therefore, enterprises must make full use of all available resources, forge ahead, innovate, and form a strong national brand independent innovation system. It is necessary to increase investment, vigorously develop and introduce the world's advanced science and technology, and promote the research and development of new products and the development of new markets. In particular, we will focus on breaking through key core technologies for industrial development, seizing the strategic commanding heights of the international competitive market, and maintaining the youth and vitality of national brands forever. It is also necessary to innovate management methods and organizational structures to form a system and mechanism that is conducive to the growth and expansion of the brand.

2.3 Continuously improve the quality of national brands

Brand quality is the foundation of an enterprise and the basis for realizing brand strategy. Only by creating high-quality products can we increase product visibility, expand international market share, and increase consumer loyalty to products. Enterprises should consistently pay close attention to product quality, ensure a sustained and stable quality system, grasp product quality based on the overall quality of the product, take consumer satisfaction as the highest standard, produce high-quality brand-name products, strive to improve product quality, and increase product popularity. Satisfaction in the minds of consumers. To improve product quality, we must strengthen product quality supervision. Unqualified products must not leave the factory or be put on the shelves. We must deeply learn the painful lesson of "Sanlu Milk Powder", and we must not adulterate products with fake products, do not produce parallel-imported products, and must not produce products that poison consumers.

2.4 Create a good environment for the development of Chinese national brands

The growth of brands requires a good environment, just like the growth of fruit trees requires a good ecological environment. Enterprises are the main body of creating brands, and the government is the main body of services for enterprises. Therefore, it is necessary to provide favorable conditions and good services for enterprises to create brands. Facing the world, the Chinese government should strengthen macro-control and formulate and improve policies, laws and regulations that are conducive to the development of China's national brands within the framework of the World Trade Organization. Domestically, the Chinese government must break the long-standing fragmentation and local protectionism caused by administrative monopoly, purify the market environment, standardize market competition, eliminate less competitive products and companies, and enable excellent brands to stand out.