The Path Of Economic Transformation Of Chinese Enterprises: The Upgrading Of Clothing Brands Is An Inevitable Choice.

In the past 30 years since reform and opening up, China has been developing a "manufacturing output" road. Consuming a lot of energy every year, providing cheap goods for the world, has caused serious environmental problems to the world, but has not been recognized by the people of the world. Instead, it has got the title of "made in China" and has never been able to build up its own. brand Advantages.

Transforming manufacturing advantages into brand advantages

Chinese commodities Price The advantage is getting weaker and weaker. First is Environmental Science Pressure. In recent years, the voice of green development is getting higher and higher. The Chinese government has put more emphasis on the adjustment of industrial structure and the development of green energy. Sustainable development is the mainstream of future development, and the development mode without considering environmental costs will be phased out in the process of industrial restructuring. The next is labor force pressure. With the development trend of China's aging population, the abundant cheap labor resources are also the magic weapon for our cheap commodities to unlock the world, and are being disintegrated. The labor-intensive production mode is bound to transform into a creative intensive industry. These two points will directly lead to higher costs. At the same time, there is the pressure of RMB appreciation. The appreciation of RMB indirectly leads to the increase of cost.

The brand advantage has not been established in the process of the disappearance of the low price advantage brought by the manufacturing industry. Domestic consumers do not trust domestic brands, let alone the world consumers. When Chinese brands completely lose their price advantage, Chinese brands can only be eliminated if they have not yet accumulated brand advantage.

Brand is the only effective way to distinguish each other between products in the market environment of product homogenization and competitive competition. It will also become the basis for dividing consumer circles. If Chinese enterprises want to compete with the world brands, they must upgrade their brands from now on and establish their own brand advantages.

Brand upgrading is not an overnight thing. Before the reform and opening up, China had not been accumulated through the industrial revolution. At the beginning of the reform and opening up, the productive forces had just been liberated and faced large demand in the great industrial age. Therefore, the style of "weight not heavy" was formed. When Zhang Ruimin smashed the fridge, the fridge that could not close the door could be sold. For a long time, productivity has been catching up with market demand in China. Therefore, no "fine industry" has been developed.

We spent 30 years, paying huge environmental costs, sacrificing the reputation of the manufacturing industry, and finally made up the lesson. But we should also look at this issue historically. This is a necessary stage for China's development. Other countries have experienced similar stages. Germany also wore "made in Germany" hat in those days. In the 90s of last century, in China, "the stars drove Korean cars were embarrassed to go out".

However, Germany, Korea and Japan have made rapid progress. We must also hurry. We didn't have much time before the price advantage of the manufacturing industry was exhausted.

Takeover is not a shortcut to internationalization.

It is gratifying that many enterprises in China are already doing this work. Haier, the Geely and BYD of the automotive industry are exploring a way of Upgrading Chinese brands. "Roaring lion" MGM announced bankruptcy, facing restructuring, there is news that Chinese investors are interested in becoming a shareholder. This shows the efforts of Chinese enterprises in the internationalization of brands.

However, the acquisition of international brands is not a shortcut to grow into an international brand, nor is it the way to upgrade Chinese brands. On the one hand, too many lessons tell us that "acquisition is easy, digestion is difficult". On the other hand, creation and innovation are the soul of brand. If you want to become a truly international brand, your brand concept will be recognized and endorsed by the world's consumers. No country has ever achieved the internationalization of its brand by buying international brands. SONY bought Mikome, but Japanese movies did not shine brilliantly. Money does not solve all the problems of the brand.

Brand upgrading is the upgrading of production capacity first, and product level satisfaction is the foundation of brand establishment. The second is the upgrading of market capacity. In a rapidly changing market, only experienced helmsman can successfully navigate through danger and control the future. Finally, the upgrading of innovation capability. Enterprises that are not good at innovating are always walking behind others, unable to establish brand personality, and naturally they can not establish independent brand culture and brand idea, let alone accumulate brand advantage and become an international brand.

Trust and brand magic

The significance of the market is that everything is possible without seniority. As long as you meet the needs of consumers, you have a market. For example, iPad is neither a cell phone nor a computer. It belongs to a category of "four likes", but it wins countless fans with its uniqueness.

Therefore, even if the small and medium-sized enterprises, as long as we do their own brand, we will have the chance to succeed. Matsushita was just a small company when it first entered the United States. HUAWEI is not the biggest company in China when it develops global business. The key is to see their brand layout.

Chinese enterprises can upgrade their brands. On the one hand, they can occupy the international market with superior brands like Haier and HUAWEI. The strategy is to develop brand advantage in China and extend it to the international market. On the other hand, we can consider developing brand advantage with China's cultural advantages. China's tea, silk and food are world-renowned products. If these products are the main brands, it will also be an effective way to upgrade brands.

Sanlu Group was once a famous brand in China. But the encounter with a melamine disaster collapsed. And foreign brands will also encounter quality problems, and even eggs have recalls. But foreign brands rarely go bankrupt because of an accident. Why is the vitality of foreign brands stronger than that of China? Why do people still believe in brands in countries where eggs are recalled?

This is the magic of the brand. People believe in brand, just like trusting a friend, even if a friend does something wrong one day, he will not break away from this relationship. And if a stranger who sells goods to you actually cheats you, will you want to beat him? The trust of his friends comes from the accumulation of brands in the minds of consumers.

On the one hand, the brand can add value and perceived value to the product, so that consumers are willing to pay more for it to fight against cost pressures and competitors' price wars. On the other hand, it can establish reliable relationship with consumers and maintain stable loyal customers. Finally, you can make your products different from competitors' products in your mind.

Therefore, the transformation of manufacturing advantage into brand advantage and brand upgrading is the inevitable choice for Chinese enterprises to face the world competition.