involved in a choice

The Chinese brand is involved in a choice
A rising big country must have own world class brand.The Chinese entrepreneur has never had the dream to give up the establishment world class brand and associates, sea Er, the green Pis be all coming out an entrance to a country and head into world.But get into the international competition ability of the native Chinese brand in 21th century to have no is synchronous with national strength to increase, the Chinese brand current foreign invasion also has inside the sorrow.Four-color design

The foreign invasion means in the fierce competition that the Chinese brand turns in global economy integral whole, is in succession procured by the foreign brand, immediately is disappearing quietly on the market.Reaching can procure to enjoy 100 surnames;China's being subjected to is controled to consociation benefit China;The south Fu battery falls into Ji row hand in, withdraw an oversea market after;The little nurse, big treasure and the United States adds clean etc. domestic cosmetics brand in succession drive international popular procure, domestic cosmetics brand in China almost whole army is routed ……

In addition to foreign invasion, the Chinese brand still suffers inside the harassment of sorrow.That is the consumption of Chinese Chong ocean of consumer to incline to, with purchase ocean brand for glory, with don't buy domestic brand for proud of.
Red traffic lightsBig from the Chinese visitor in the overseas four collect world famous brand and then can see "Chong ocean" of a Chinese mightiness of consumer consumption feeling knot.

The Chinese brand of internal revolt and foreign invasion already till the most dangerous time, the Chinese brand has to do a change.

Smile curve or weep over curve?

Smiling the curve(Smiling Curve) is a great radicle group founder Mr. Shi Zhen Rong put forward in 1992 of theories.Smile curve in the center representative manufacturing ability, the left side is the ability of development and innovation, the right side is the ability that expands a market and creates brand.The development innovation and market, brand that smiles curve to request a business enterprise to pursue to be located on or so both sides weakens the predominant position of manufacturing.Weep over curve is as exactly the opposite as smile curve, make ability to be placed in the strongest position in the middle of weeping over curve.

But China's making current present condition is exactly one to weep over curve, the high manufacturing ability, low development innovation and market expand ability.But strong production in China makes the ability didn't bring enough profits for Chinese business enterprise.

Nokia can sell 13 cellular phones inside time sells an iPhone cellular phone in the apple, but the apple obtains from an iPhone acquire of the profits is far larger than Nokia from 13 cellular phones of profits.The iPhone can acquire thus huge profits to lie in its successful brand creative and huge brand influence.The iPhone emergence redefined a cellular phone, but the domestic does the labor's business enterprise for iPhone lives other people to eat the day that meat, they drink soup.And, weaken gradually along with the cost advantage, labor's making the illegitimate profit of soup that the business enterprises drink is getting lesser and less.

Therefore, the Chinese business enterprise needs to be changed first of is a development mode, from weep over a curve change for smile curve.Each industry of China in the future should dynasty smile curve of both ends development, is also strengthen to develop innovation, strengthen to take customer as a direction of marketing and service.

Do business to still keep doing brand?

The Chinese brand is in succession procured by the foreign brand, perfectly right, this is the result that the vigorous market competition causes, but also is as inseparable as the management mindset of Chinese entrepreneur."Do a business enterprise to be like a pig-raising, keep big have to sell", believe the Chinese entrepreneur with this kind of viewpoint not at minority of.The idea decision acts and there is the circumstances that by all means difficult the business enterprise of this kind of viewpoint's escaping is procured and there is the abyss that the Chinese brand of this thinking probably sinks into everlasting perdition.

Mostly Chinese business enterprise lord in fact what to carry out is to do business of principle of management, have never turned the existence to the brand and rises the business enterprise conduct strategic height.Now that what to do is a business, that takes making money as the only purpose, rich can earn, why not sell.It is exactly this kind of"business sense" to make the Chinese brand lost the opportunity of a lot of alignment worlds, mostly have much of the brand of foreground to die in the thinking of the business enterprise lord.If China really needs to develop oneself's race brand and really needs to create the Chinese brand of enjoying high prestige the world, have to change this kind of to do a principle of management,
Mainly electronic set up the management strategy of the brand of doing a hundred years.

The principle turning by brand conducts and also brings a larger competition ability for business enterprise.With the thinking management for doing business, the business hurt, the business enterprise closed down.If the principle management that turns by brand, the business enterprise closed down, but brand still just, because the brand has the ability for being been more than to business enterprise entity.The for example fertile Er is previously fertile to be procured by the lucky car, although is also several easy it is main, the fertile Er fertile executive continuously transformation, fertile Er fertile this brand stand erect not to pour, its executives can sell a good price of this brands.This is the strength of the brand