subject: Brand Is The First Productive Force - Procter & Gamble, Toothpaste - Hairdressing Industry [print this page] China put a dollar per for the next year or future output 0.5 yuan of GDP. By 2003, output per input 1 yuan GDP dropped to 0.22 yuan. Now, it is every 5 dollars of investment to output of 1 per GDP. However, many people still indulge in tangible assets investment, leading to macro-control has not put down fixed asset investment growth rate to pressure.
Although not a large country in the world do not rise with the manufacturing industry, but manufacturing is a state from weak to strong leading force in stages in the process of economic contest is the ultimate independent intellectual property rights by the quality and efficiency of operations . As reflected in the core brand focus expertise and core competencies, is the competitiveness of a country's industrial clusters comprehensive reflection of the national quality and is a symbol of national economic strength. Therefore, we need the formation and strengthening of the brand is an important weapon in the consensus of the international competition.
Leaving aside whether the famous Salvation should be the responsibility of entrepreneurs, but to create, nurture and strengthen their brand is certainly a prerequisite for business success. Can not become famous, even if you breed, new style again, only to spread abroad the place; can not become famous, even if your R & D, production level no matter how good, can only do for another wedding gown. In other words, your business can not create a recognized consumer brand name, you can only stand being mistreated.
McDonald's, KFC, Coca-Cola and so little technical content but it can be all over the world, must rely on brand strength. GDP in the United States, as many as Liu Cheng's part of the value created from the brand, but China is less than 20% of this proportion.
China R & D and manufacturing technology can Shenzhou VI into space, that Chinese people can not crack the Coca-Cola syrup has been watered down, "pediatric" technology. To me, China's Jianlibao and other carbonated beverages, and inferior in quality or much lower than the Coca-Cola, but the problem is, the brand is present in the memory of the consumer in mind. Because of this, the consumer blindfolded, they not only drink the difference between Coke and Pepsi, but as long as what to tell them to drink the brand, they will immediately say how the two on how to taste the difference.
About doing brand, I have a lot to learn.
1987 years, I was appointed to a higher level manager of Heng Yuan Xiang store. At that time, as the state-run shops, to sell the goods, almost all of the specified higher level. Although all the market good brand yarn, but the main store across the street from several of Nanking East Road, the Department of knitting wool wholesale purchase, profit is very low. 100's wool sales, stores the cost is 87 yuan 4 cents gross profit is 12 dollars 6 cents and then remove the food, with costs, the remaining net profit is almost zero.
Heng Yuan Xiang radical change, is from the "Heng Yuan Xiang," registered as a trademark began. Now go back, if not the "Heng Yuan Xiang," elevated to the height of the brand, I believe the first few Cooperation Woolen Mill might simply does not trust us, not to have the Commonwealth and the strategic alliance later. To know that the production of them for Heng Yuan Xiang, "Heng Yuan" brand yarn, although there are "half a person of interest" in the pledge, but not a word of agreement. In other words, Heng Yuan Xiang will benefit from the brand at the time the first effects of the productive forces.
A technical and an invention in support of sustainable development can not be a business, let alone one industries. Enterprises to create famous brand, like chess in the same high-dan. The low-Dan's business, can only produce a product. A product can be imitated by competitors, which quickly replaced, and will soon be out-dated. But for brand-name products is because consumers really buy that brand, but brand-name product itself is the carrier of sustenance, as consumer brand loyalty, and to generate the energy to carry on a long time.
The contrary, many, like toothpaste and soap (Procter & Gamble), Masi candy, Nestle and Coca-Cola and many other consumer goods, no major breakthroughs in the technology was able to sit tight in the leading position in decades, this is what why? It can not use the money to buy, that is, the viability of the brand, brand management is a core competitive advantage, we talk about the core competition ability that can not copy it called core competencies.
