Brand Is The First Productivity.

In 1992, China invested 1 yuan for GDP in the next year or in the future for 0.5 yuan.

By 2003, GDP dropped to 0.22 yuan per 1 yuan of output.

Now, it is the investment of 5 yuan to produce GDP of 1 yuan.

However, many people still indulge in the investment of tangible assets, resulting in macroeconomic regulation and control can not reduce the growth rate of fixed assets investment.

Although the rise of no big country in the world is not related to manufacturing industry, manufacturing industry is only a stage dominant force in a country's weakening from strength to strength. Ultimately, economic competition depends on the quality and efficiency of the operation of independent intellectual property rights.

Because the core expertise and core competence embodied in the famous brand is not only a comprehensive embodiment of the competitiveness of a country's industrial cluster, but also a symbol of national quality and national economic strength.

Therefore, we urgently need to form and strengthen the consensus that famous brands are important weapons of international competition.

Regardless of whether the famous brand saves the country is the responsibility of an entrepreneur, creating, cultivating and expanding its brand is surely the prerequisite for an enterprise to succeed.

You can't become a famous brand. Even if your varieties and styles are new, they can only be placed on the stalls abroad. They will not become famous brands. Even if your R & D and production level are good, you can only make wedding clothes for others.

In other words, your business can't create brand names that consumers recognize, and you can only be bullied.

McDonald's, KFC, Coca-Cola and so on, almost no technical content, but it can spread all over the world, rely on brand strength.

Up to 60% of the gross national product in the United States comes from the value of brand creation, but less than 20% of China's GDP.

China's R & D and manufacturing technology can send Shenzhou six into space, showing that Chinese people can not solve the "Pediatrics" technology of Coca-Cola's syrup.

Let me see, China's Jianlibao and other carbonated drinks are not inferior in quality or less than Coca-Cola, but the problem is that brand is a memory in the minds of consumers.

Because of this, consumers can not drink the difference between Coca-Cola and Pepsi Cola, but as soon as they are told which brand they are drinking, they will immediately say how the difference between the two tastes.

I have a lot of experience in making brand.

In 1987, I was appointed manager of Heng Yuan Xiang store by my superior.

At that time, almost all the goods sold as state-operated stores were designated by superiors.

Although it is a good brand of wool on the market, the profit is very low because shops are mainly purchased from the wholesale Department of Jinling East Road, which is separated by several roads.

Selling 100 yuan of wool, the cost of the store is 87 yuan and 4 cents, gross profit is 12 yuan, 6 jiao, and then take away the cost of eating and using, the net profit is almost zero.

The great change of Heng Yuan Xiang begins with the registration of "Heng Yuan Xiang" as a trademark.

Looking back now, if we did not raise Heng Yuan Xiang to the height of the brand, I believe that the first several cooperative wool mills may not trust us at all, and there will be no later consortium and strategic alliance.

You know, when they were allowed to produce Heng Yuan Xiang brand for Heng Yuan Xiang, although there was a promise of "one half interest", there was no one word agreement.

That is to say, Heng Yuan Xiang at that time benefited from the effect of brand being the primary productive force.

A technology and an invention can not support the sustainable development of an enterprise, let alone an industry.

Companies that can create famous brands are like high rank in go.

Enterprises with low grades can only produce certain products.

A product can be imitated by competitors, so it can be replaced quickly and outdated soon.

But for the famous brand products, because consumers really buy the brand, and the product itself is only a carrier of famous brand, because of the loyalty of consumers to the brand, it can generate the energy that supports for a long time.

On the contrary, many consumer goods such as toothpaste and soap (P & G), M&M S, Nestle, Coca-Cola and so on, can still sit in a leading position for decades without significant breakthroughs in technology. What is the reason?

It can not be bought with money at all. That is the brand's management ability. Brand management is the core competitive advantage of an enterprise. We call core competitiveness and the ability that can not be copied be called core competence.

In the United States, 60% of the gross national product comes from the value created by the brand industry.

For example, the United States can no longer need to manufacture, but only by running the brand can create value.

But at present, China's GDP is less than 20% of its value, which is contributed by the brand manufacturing industry.

Therefore, China can not do without the prosperity of manufacturing industry.

What is more serious is that China's booming manufacturing industry is selling goods that are brand names in other countries.

Brand is related to international competitiveness.

Big brands spawn core competitiveness

There is a time-honored shop specializing in the production of cutters. Although many ideas have been made in terms of material and style, they are trying to make the tool lighter and beautiful, and attract young consumers. However, the market position has been declining over the years.

This kind of backfired situation is closely related to the fierce competition in the market, but the core of the problem is that it has been sticking to cutting tools alone.

The world's most famous brand is the biggest extension of its products and brands.

Heng Yuan Xiang was originally struggling to sell wool products alone. Later, by constantly expanding the brand category, business became increasingly moist.

In the face of the predicament of survival and business, the old brand of cutting tools has not been ruled out for pformation, such as expanding the scope of products and even directly entering other fields.

But no matter what measures it has taken, the present situation shows that its past strain is only to solve the immediate problems, not to script src=>.