Foreign media: How do China's corporate brands go global?

There are four global 10 enterprises in China, but there are no real international brands in China. China needs an international brand. In fact, China needs many international brands. Experts believe that if China wants to become a super economic power, then China needs to have its own international brand. Jan-Benedict Steenkamp is a professor of marketing at the flagler School of Business at the University of North Carolina and co-author of Brand Breakthrough: How Emerging Market Brands Go Global. In his view, "In the past, the competitive advantage of China enterprises was the cheapest commodity price, but at present this competitive advantage is increasingly unsustainable. Enterprises in China need to start to increase the value of their products, but without brand promotion, this is almost impossible. " But how to build an international brand? At present, many large domestic enterprises are also trying to solve this problem. Before the operation of the enterprise, you need to complete a series of work such as raising funds and managing employees, and building a brand is also one of the tasks that the enterprise must complete. However, for enterprises, it is a completely different and rather vague challenge to build an intangible, valuable and even worth over 100 million brands. Advantages and Disadvantages of China Enterprises Building International Brands In building international brands, China enterprises will still encounter some major obstacles, and poor product quality is one of them, because brands are reputation. Stuart Strother, a professor of economics at the Pacific University in Asusa, said, "China's enterprises face a worldwide shame, that is, the quality of their products is very poor. In order to gain the loyalty of international brands, enterprises in China must produce high-quality products so that consumers are willing to buy their products again and again. " To make matters worse, enterprises in China often appear in negative news, such as children's toys with lead paint, rice soaked with toxic chemicals, and even some enterprises are suspected of hiring prison staff. As a result, many consumers will no longer look for products made in China. Another obstacle preventing China brand from going global is that although China has become the second largest economy in the world, China is still an isolated place. For a long time, it has been difficult for China people to travel abroad, especially to western countries. Therefore, the managers of some enterprises can't really understand the world, and it is not easy to understand what is working in the trillion-dollar western market. Therefore, if brands in China want to make a breakthrough, then enterprises in China must first understand globalization. Thomas Chen, managing director of Interbrand Shanghai office, a brand consulting company, said that enterprises in China must abandon their successful experience in China and devote themselves to organizational change. But China has a significant competitive advantage: China is a world factory. Chen Ping, director of brand consulting firm Mingluoxing Greater China, believes that China's complex manufacturing infrastructure "provides a good foundation for China brands to expand to other countries.