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Why Chinese Brands Can'T Last Long?

2011/7/19 16:13:00 43

From the birth to the maturity of Chinese enterprises, Chinese enterprises have produced many brilliant achievements and created many myths.

However, in today's economic arena, few old faces can be seen, and new enterprises are always active.

This can be all CCTV since 1995.

In the bidding war, there is a glimpse of the ups and downs of the "king of kings". Almost all of them have become Chinese brands. However, few of these enterprises have continued to this day.

The hall's banquet wine was misfortune, and was eventually pferred to Shandong united group by zero price; Qin Chi has been able to maintain its production so far; AI VCD has been rushing to and fro, being photographed by Shantou Nanan; BBK VCD has changed its advertising strategy to "do not throw or try not to vote" because of the constant compression of profit space; although Wahaha has gone through a takeover event, it can be diversified to develop and succeed; the panda cell phone has finally fallen into the bottomless pit of debt; Mengniu and Yili are the most valuable brands in China, and neither have escaped the melamine test.

The above enterprises or first become

brand

After becoming a "king of kings" or becoming a "champion king" and then becoming a brand, most of them can not avoid all kinds of actions or outcomes that do not match the brand name, which leads to the unsustainable development of the brand.

Why can't Chinese brands continue? Why are Chinese brands absent from the world's top 100 companies for a long time?

It is also easy to answer this question.

In a simile, a woman who looks beautiful and dignified may win someone's momentary favor. If she speaks in a bad mouth and does not understand rules, she will be bored. For what reason?

Let me give you another example.

Qian Kunzhu's unique style, like a knife cut like an axe, towering in Zhangjiajie, has the power of heaven and earth, hence the name "Qian Kun pillar". This is the scenery with Chinese characteristics and cultural connotation, so it is the "brand" of the scenic spot.

If it is renamed "Hallelujah Mountain", this kind of marketing without connotation will soon be forgotten by the decline of avatar.

Many brands are playing loudly, slogans shouting well, why are they falling down? It is also because there is no connotations.

We can not guarantee the quality of products, keep up with the follow-up services, do not think about the development strategy, and upgrade the core technology in a timely manner. We only want to increase sales by advertising and playing tricks. As a result, we have lifted our own stones and publicized the more, so that the more consumers are dissatisfied, the greater the loss.

What is?

enterprise

The connotation of brand? The connotation of enterprise brand is actually the comprehensive strength of an enterprise. It is a combination of enterprise products, enterprise technology, enterprise service, enterprise culture and enterprise value.

We can see that Chinese enterprises are playing an increasingly important role in the international economy. The products of every country can be seen everywhere as the word "Made in China". At the same time, many multinational corporations in western developed countries have infiltrated into every field of Chinese economy.

This contrast shows that the current competition is showing an international and white hot trend. It shows that Chinese enterprises are not doing enough, and they are far behind the developed countries in terms of brand.

Therefore, it is an arduous task to make the brand of the enterprise and go out of the country to the world. It is a sacred mission to make the brand of the enterprise long and stand upright.

How can we make the brand of Chinese enterprises last for a long time? While paying attention to external image and external publicity, we should also tap into the potential and value of our own, and lay down the ground, study higher technology, create better products, provide better services, inherit a better culture, and achieve greater value.