In just 24 hours, Tmall alone traded a total of 168.2 billion yuan. However, we should also soberly see that the increasing popularity of e-commerce online shopping cannot hide the cruel reality that China rarely wins the world's recognized brands.
Wu Gang, producer of CCTV's "Big Country Brand"
Foreign brands have been immersed in many domestic industries for many years, not only occupying a dominant position, but also cultivating a solid reputation and loyalty. The most frightening thing is that with the increase in income level, national consumption has ushered in a rapid upgrade. Chinese, who have become rich, have begun to consciously highlight wealth, identity and personality through consumer brands. When local companies are unable to offer branded products that meet this huge demand, foreign brands that smell opportunities rush in.
As a result, Chinese companies quickly found that consumers were "liking the new and tired of the old" so fast that they could not keep up. The routine of "selling things" such as low prices and advertising is not as bright as in the past, the hope of rushing to the high-end market is more and more unattainable, and the competition is no longer only from those few familiar old rivals - a century-old store in southern Europe that was previously unheard of, or a nascent brand in North America that has only been established for a few months, may beat Chinese goods without warning.
Although the lack of "brand" of enterprises is painful, it is still in the economic category. The absence of a "brand" in the country is completely untenable today. China is already the world's second largest economy, its international status has continued to rise, its world influence has been expanding, and its national self-confidence has risen. Returning to the front row of the stage, we need to show our faces and propositions to the world again. Branding is undoubtedly one of the best tools. The importance of the brand is not only the output of the product, but more importantly, it is also a national business card that carries the national culture and is an important carrier of cultural output. From the first time the Romans draped in silk woven from Chang'an to the Table of the Germanic barbarians on the porcelain plates of the Xing kiln, in the long years of traffic congestion, China's image of the world was painted by these national brands.
When goods acquire brand identity in the modern commercial sense, they have the power to influence the minds and emotions of the public. It penetrates into the food, clothing, shelter and transportation of the people in the host country, transmits the elements of the country of origin in each consumption process, and then repeatedly emphasizes and beautifies it in every media communication, and finally creates a desirable national image. Behind the image of the "superpower" of the United States is the culture transmitted by Coca-Cola, NBA, Disney, Hollywood and other brands.
The good news is that the state has made an in-depth layout for "brand power". From supply-side reform to "China Brand Day", it is foreseeable that promoting the development of Chinese brands will become one of the focuses of the government's future work, and the brand development of Chinese enterprises will also obtain an increasingly positive and favorable environment.