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Chinese brands How to enhance the international competitiveness?

Number of visits: Date:2016-05-31
Forbes (Forbes) recently announced the 2016 annual TOP100 list of the world's most valuable brands, Chinese brand without a list. For Chinese brands missed the list of the reasons why Forbes aspect is given, since the list has its own specific evaluation rules, such as providing brand list must conduct business in the US market, which will affect the Chinese brand Fufen. It is such a rule, from the point of view of historical data, starting in 2010, we basically can not see Chinese brands appear in the list too.
Forbes explained, seemed to give the Chinese brand to a new level, but imagine if China engage in a world's most valuable brand ranking, scoring rules have a "must conduct business in the Chinese market," this one, is not to affect the American brand fu divided? It should have little impact. People come to us all right, we went to where people die, the problem is clearly not in the rule itself, but our business is really bad, and the truly international brand there is a big gap.
In fact, doing business in the US market, there are some Chinese brands, such as Alibaba Internet companies still in the US market, but the volume of business of these enterprises in the United States is not large, its achievements still more limited in China. In general, overseas revenue more than 30% of enterprises considered as an international management capacity, but China international company transnational average index is only less than 14%, far below the 61% of the world's 100 largest multinationals, also lower than the same period of development level of 38% of the countries. Furthermore, Chinese enterprises with strength based not on technology, but in trade and intermediate products, the lack of a truly international business capacity.
As for those "National" big business, although by virtue of the huge volume often boarded the forefront of global wealth (such as in 2015, "Fortune" Global 500 list, China has 106 companies on the list, Sinopec, CNPC and the national grid the top 10), but their value is not to be optimistic about the brand, the reason they are mostly monopolized by the low level of business globalization, not only rare in the US, but also in other foreign markets microscopic trace.
We know that the value of the brand is wealth, but the amount of corporate wealth is not directly correlated with the brand value. Wharton School of the University of Pennsylvania DavidReibstein, brand value depends on the consumers of their acceptance. From the business side, a brand is valuable, depends on whether consumers are willing to pay higher prices or a stronger desire to buy. If Sinopec, the Chinese oil companies to enter the US market, US consumers will be willing to accept them?
Added consumer brand satisfaction and loyalty important subjective indicator, the Forbes list this brand will better explain the global competitiveness of enterprises, while the Chinese brand on the list of reasons not understood, to make it very clear what the lesson.
Tsinghua University Professor Zheng Yuhuang Ph.D. marketing analysts believe that the essence of marketing is to attract customers and retain customers. Compared with the world's best corporate brand, the main gap is the lack of brand real ability to attract customers and retain customers, there is little brand is truly customer-centric. Most Chinese enterprises are still only focused on "to attract customers", while ignoring the "customer retention." Thus, we often see that many companies are willing to pay big bucks to advertise to attract customers, but misses the point: ads can bring just the visibility, and can not bring satisfaction, reputation and loyalty. If the company's product quality and consumer market stand the test of a negative evaluation is enough to destroy the companies spend huge sums of money set up the brand image.
This shows that Chinese enterprises need to make the best brand class, it is in customer-centric marketing practice, to seize three key points: to create value for customers, providing customers with satisfaction, create customer loyalty (long-term relationship). In the highly competitive industry market, many companies are all proof of the brand's success of course, who will be "customer-centric" a universal business values ​​persist in the end, who will be the ultimate winner.


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