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Gao Dekang: Shaping The Image Of "Made In China" From The National Brand Level

2014/3/6 0:33:00 13

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"internationalization of Chinese brands, first of all, let the" a href= "//m.pmae.cn/pioneer/" China brand "/a" and "made in China" are respected by the international market. "This is not only the brand image of the enterprise, but also the national brand image!" Gao Dekang, chairman of the National People's Congress and chairman of Bosideng group, said with emotion. "A piece of clothing at the same price is designed by French designers and produced in France. One is made in China and China is born. What is the choice of consumers in the international market? The answer is obvious. If China's independent brand is to achieve internationalization and establish brand status in the world, it must speed up the upgrading of the national brand image. 
Boston is a pioneer in the exploration of internationalization of China's clothing brand. In recent years, it has actively and steadily expanded its international market, and has set up a European headquarters and brand flagship store in London, in order to acquire the brand of British men's clothing, sign the official partner of the Premier League, and promote its own brand products with the German OTTO company. P On the eve of the Spring Festival this year, the first fashion experience shop opened in Manhattan Union Square, New York, which attracted the attention of the American fashion industry. But Gao Dekang said frankly that "pressure mountain", he said that with the continuous upgrading of industrial upgrading, China made from quality to technology has improved significantly, some products even catch up with the international advanced level, such as textile and clothing, white household appliances and other industries have international competitive advantage, but China has so far no real a href= "//m.pmae.cn/pioneer/" > first line brand /a. 
"P >" international consumers' recognition of Chinese brands is not high. During the past years of reform and opening up, we have created a legendary Chinese made and inexpensive product. However, the behavior of ignoring the intellectual property and creative labor has also made China "stigmatized", which largely affected the international consumers' positioning and views on Chinese brands, and also made domestic consumers lack confidence in local brands. Gao Dekang believes that when international brands enter the Chinese market in large numbers, if they do not change the brand awareness of consumers, Chinese manufacturing will not only be difficult to build on the "a href=" //m.pmae.cn/pioneer/ "international market < /a", but it is also very difficult to stabilize the share of the domestic market. 
 in recent years, the Chinese government has spared no effort in upgrading the image of "made in China". The Propaganda Department of the Ministry of Commerce "made in China and world cooperation" has launched the "made in China" image defending war; "high-speed rail diplomacy" has greatly enhanced the international image made in China, getting rid of the general impression of low-end processing and manufacturing. However, changing the views of the market and consumers and rebuilding consumer cognition requires a long process of < a href= "//m.pmae.cn/pioneer/" > communication < /a >. 
 Gao Dekang suggested that the government should take the brand development into the national development plan from the height of China's national soft power, upgrade the brand strategy to the national brand strategy, strive to improve the policy system that is compatible with the rules of the market economy, introduce a series of supporting rules, encourage and support the Chinese brand with potential for development, boldly "go out" and "go up" and open up the international market. At the same time, from the perspective of promoting the national brand level of the dominant industries, we should encourage the leading enterprises in all industries to join forces to form a dominant industry: a href= "//m.pmae.cn/pioneer/" > group brand /a and national image, so that the image of "brand China" and "China brand" will be respected by the world.