subject: Three Years Of Ups And Downs Lying Brand Tao Chinese Brands [print this page] Forbes list last year, China has 20 among the world top 500 enterprises, Chinese enterprises can be seen powerful. However, savor, these enterprises can really call it a world-class brand, not a few, this is also the development of Chinese enterprises in itself intrinsically linked.
In the reform and opening up 30 years, once the emergence of many known Chinese brands, but more are only a flash in the pan, making cards on the road ten years, Chinese entrepreneurs have always hoped that with strong Advertisement Propaganda to create a huge "brand" image. Must know that the expense of trying to rally the brand essence of truth and the practice of brand management, is its business to allow the root causes of no return beyond redemption. Let us look at the past 20 years, some "brand" the ups and downs.
1998, when "Qin pool" Master Ji Long Hole heavy losses because of business, unable to continue to bid for CCTV standard king. This year's CCTV "Standard King", was under the leadership of Hu Zhibiao Guangdong "Love and more DVD "10 million yuan to 200 million won high-profile prices. Two years later," Love many "failures, Hu Zhibiao jailed for 20 years.
1999 and 2000, the CCTV, "Standard King" Guangdong "backgammon"; a new "Standard King" after "Backgammon", but then a year later took on the difficult road of transformation products .
Hangzhou "Wahaha" in 2001 and 2002 CCTV standard king. 5 years after the "Wahaha" limited income and Danone 51% of the shares strong buy disputes.
2003 CCTV-year standard king was "Panda Mobile ", 2 years later," Panda Mobile "Master Ma Zhiping was arrested in Nanjing.
2004 CCTV-year standard king "Mengniu Dairy", 5 years after the encounter, "melamine" blow the Niu Gensheng tearful wrote "10,000 word book."
Brand for the company, it is not just for decoration or luxury jacket business, it should be a symbol of the spirit, a healthy business philosophy, one built on the premise of customer satisfaction core values and business philosophy.
Let us remember Jack? Welch's words: "brand products and is not the only concerns Sell It is among the top issue of business can, and Everlasting key. "
Then the "brand" in the end what is it? Most of today's Chinese enterprises to "brand" only limited understanding of "high visibility and high prices" and other superficial knowledge, this is business "brand" of common understanding, but also hinder the Chinese enterprises to the world of a factor.
"Brand" is the first out as a unique identity in people's lives now, but with this concept into commercial areas, it covers the extension and intension is much less than "identify" many rich. Brand is no longer just a "logo" to be remembered, is to get more customers and market recognition, which requires its own brand to promote and foster high-density dual operation of customer good sense. But Chinese companies are growing, is still in its initial operations on the brand is often made only to repeat the ad continued, "potential" and ignore the consumer's personal feelings and the emotion of the consumer long-term care, resulting in the enterprise can not spend the negative effects. From "A million Wong Lo Kat" and Vanke, "ten-dollar gate," we can clearly see the brand's positive perception of the importance of the enterprise.
"Wong Lo Kat" overnight success is not simply due to his demands and accurate positioning functions, before the earthquake, Wong Lo Kat is only one China in the beverage industry as a common brand, but after the earthquake, "Wong Lo Kat" but can own sales doubled, and quickly get consumer recognition, because "Wong Lo Kat" by a million donations, so the market recognition, "Wong Lo Kat" products, the addition of a pair of "Wong Lo Kat" moral admiration , Wong Lo Kat's contributions are properly interpreted the timing of the most worthy of this era set the national spirit of enterprise, which established the moral high on the emotional appeal is never a simple repetition of advertising can not achieve the highest level, after that, Wong Lo Kat also logical to become the first brand of Chinese beverage industry.
And "Wang Lao Ji" corresponding counter-example is Shenzhen "Vanke." Wenchuan after the earthquake, "Vanke" Master Wang Shi published the famous "contributions are not more than 10 yuan," "Do not let employees pay contributions into" the "personal views." This view has been that people ridiculed as the "king of 10 yuan theory", and met with vocal opposition Putian land cover. "Vanke" diminished brand value of 320 million immediately, 5 days after the "Vanke property" and therefore the stock market shrank 2.2 billion. Vanke Wang Shi climb Everest for many years dependent on, breathe the East China Sea, painstakingly built up healthy, masculine, positive brand image be compromised.
Therefore, the brand's most lasting and most effective, the most viable mode of transmission is not overwhelming bombardment of advertising, nor is it mandatory to repeat a lot of product placement, but most allow consumers to associate themselves with the word of mouth. Advertisement bombings brand in a short time to help increase the "fame", but can not change people's emotional brand identity, not to let your customers create high gold content of your brand loyalty and reputation. First-class brand has always been aware that advertising and brand perceptions of training are both positive brand-building essential factors.
Balzac once said, to cultivate a noble, needed three generations of exchange transfusion.
In the business world, it takes time to train between a brand. Chinese enterprises still too young relative, indeed, the "China brand" itself is not a "strong term." High-end brand of Chinese enterprises is a long road and deep topic, but Chinese companies building their own brand early, must find their own strengths, develop their own strengths in order to truly improve their own brand of shape. These seem nothing to do with the quality, it is essential to the nature of commercial brand content, is also a brand of essential goods to the world. Fortunately, China's rapid economic development in a large environment, China already has a large number of world-class, great development potential of international famous enterprises, such as Gree Air conditioning , Tong Ren Tang, Lenovo, ZTE, etc.. These companies have a deep understanding of the enterprise's business ethics and the importance of business ethics, and formed its own unique brand culture and brand connotations, this is the brand of hope.
Gree air conditioner brand meaning: the essence of moral heritage of Chinese literati, praised the quality of the brand for the first moral Such as the cultivation of life http://www.hc360.com/cpcs/diaoyong/right/ico01.jpg
