Most economists in the world are willing to call China the "world factory", but neither the industrial enterprises nor the scientific and technological enterprises in China want to play the role of a simple "product manufacturer". In fact, with the acceleration of global economic integration, China enterprises have to face a brand-new competitive environment, that is, global enterprise competition has not only stayed in the competition of tangible assets, but also brand intangible assets are becoming the winners and losers of enterprises' life and death.
Not long ago, China Academy of Social Sciences launched the competitiveness index ranking of H-share enterprises in Hong Kong. 10 top enterprises are mainly concentrated in oligopoly (including administrative monopoly) industries and electronic communication industries, accounting for 70% of the whole, and most of them are headquartered in Beijing and Shenzhen. Competitiveness index includes sales revenue, net assets, overall labor efficiency, net assets profit rate, net profit and other factors. In the ranking of competitiveness index of 77 H-share enterprises listed in Hong Kong, Shenzhen EVIC, one of the leading brands in domestic industrial control industry, occupies the ninth position, which undoubtedly makes people more clearly see the determination and efforts of China enterprises to continuously upgrade their brand intangible assets and March into high value-added businesses.
The continuous evolution of modern market economy has sent us a new signal that the global market has entered a new era of brand intangible assets competition, and brand intangible assets are playing an increasingly important role in today's marketing and competition. Larry Wright, a famous American brand strategy expert, vividly explained this trend: "It is more important to own a market than a factory, and the only way to own a market is to own a brand with intangible assets as its core." .
In the era of knowledge economy, tangible assets are limited and intangible assets are infinite. In the ranking of global brand value in 2003 published by American Business Weekly in June165438+1October last year, Coca-Cola ranked first with a brand value as high as 70.45 billion dollars, of which strong intangible assets naturally contributed. No wonder the boss of Coca-Cola Company once said: Even if all the property of Coca-Cola is burned clean now, it can dominate the world again with this brand-this is the power of intangible assets. Such competitive confidence and advantages are also reflected in other international brands, such as the world-famous American Microsoft Company, whose ratio of intangible assets to tangible assets is 70% to 30%. In China, Haier Group, which actively lays out its internationalization strategy, also attaches importance to the continuous improvement and creation of intangible assets. In recent years, it has always maintained the speed of applying for a patent every day, and stood in the forefront of domestic columnar assets. In the industrial control industry, which has developed rapidly in recent years, it ranks in the top 10 in the competitiveness index of H-share enterprises in Hong Kong, and Shenzhen Xiang Yan Intelligent Technology Co., Ltd. also believes in the concept of winning intangible assets through enterprise competition.
With the rapid development of the world economy, opportunities and challenges are always testing the sensitive nerves of every enterprise. Nowadays, more and more enterprises are beginning to firmly believe that intangible assets will become the key to winning brand competition.
A brand does not have its own core value, and cannot build and upgrade its intangible assets by relying on its own technical strength, product quality, brand promotion, service system and other factors, then the brand will inevitably lose its qualification to participate in market competition. This market development law is particularly obvious in science and technology industries. Facts have proved that in a certain industry, whoever can take the lead in technological innovation and whose intangible assets have more advantages can take the initiative in the final competition. Obviously, EVOC Intelligent Technology Co., Ltd. is such a representative enterprise.
The rise of EVOC intelligence is closely related to the healthy development of the whole market. EIP (Embedded Intelligent Platform), as a special computer system, can be embedded into various products, devices or large-scale systems to provide the latter with a series of specific functions. Therefore, EIP products are widely used in industrial production control, commercial finance, communication network, electronic products, medical care and other fields. A wide range of applications has created a huge market space. With the continuous development of high technology and the computerization of daily life and work, the application scope of EIP products will be more extensive. According to IDC's forecast, the annual growth rate of international EIP market will reach 65,438+05%, while the annual growth rate of China EIP market will far exceed the international market by 20-30%. It is worth noting that with the continuous development of this market, domestic manufacturers are playing an increasingly important role. According to CCID,
Intangible assets consist of many factors. In the battle for intangible assets in the same industry, EVOC has obviously quietly taken the lead. In terms of brand, EVIC is the largest manufacturer of embedded intelligent platform (EIP) in China, and the fourth largest EIP manufacturer in Chinese mainland market after Intel, Motorola and Taiwan Province Advantech. In terms of market share, through years of intensive cultivation and continuous efforts, EVIC has become a deep charge of domestic manufacturers, accounting for about 6% of the market share; In terms of products, EVIC with strong technical strength not only always plays the role of industry concept leader, but also always regards quality as the top priority of the company's development, which makes EVIC's products not only widely recognized by users, but also win awards in various social evaluations; Not only that, EVOC has also enhanced the integrity value of its own brand by improving its service, and achieved nationwide joint guarantee and 24-hour response service in the industrial control industry market, becoming a model of excellent service in the industry. With high-quality products and good service, EVOC has also won the title of "Demonstration Unit with Double Guarantees of Quality and Reputation" in the industrial control industry. From the perspective of development potential, since 1993 entered the market, EVOC's sales revenue has increased by about 30% every year. The company expects that in 2004-2005.
Enterprises with intangible assets advantages will take the lead in the new round of market reshuffle-this is the trend and direction of global market development. For enterprises like EVIC, the continuous improvement of intangible assets will make them stand out in the decisive battle of enterprise competition faster.