China's Brand Moves Towards International &Nbsp; Localization Strategy Is Imperative.

Mastering the rules of the game
Develop a careful brand marketing strategy and expand the impact on the public.

　　 During the interview, the reporter felt that the key to the success of China's brand in the world is not only to understand and grasp the rules of the international market, but also to analyze the local customs, human geography and consumption psychology according to the business philosophy and operation mode of the enterprises and the characteristics of the regional markets and different countries, so as to formulate corresponding localization development strategies.

European and American developed countries attach great importance to brand localization strategy from government to enterprises.

In recent years, Spain has actively promoted the Spanish brand and the image of Spain in the world. Otero, director general of the Spanish Brand Forum, said Shanghai World Expo is an excellent opportunity to promote its brand. Spain has 15 famous brands participating in the exhibition of the Spanish Pavilion in World Expo, Shanghai. The Spanish Pavilion will also hold a Spanish brand day event, employing some Chinese celebrities as "Friends of the Spanish brand". Comparatively speaking, the localization strategy of Chinese enterprises is just beginning.

Now there is a good phenomenon. Some enterprises in China form alliances with local enterprises in Spain, such as China Unicom and Spain Telecom. ZTE and HUAWEI have also become partners of Spanish enterprises. The two sides jointly develop with each other's advantages to enhance brand awareness.

Ignacio, chief coordinator of the Madrid Office of global Madrid, believes that Chinese enterprises should have a sophisticated brand marketing strategy to expand the influence of Chinese brands on the Spanish public and enhance their popularity. Chinese enterprises and brands can participate in sponsoring some major local activities, become advertising sponsors, and work hard to get close to the general public in Spain.

Said Marwan, a macro market analyst at Egypt delta group, believes that in recent years, more and more large Chinese enterprises have invested in factories or offices in Egypt, and have promoted their brand image through a variety of effective marketing strategies over the years. The majority of Egyptian consumers are familiar with some Chinese brands, and their recognition has also increased. At present, the Chinese brands that win excellent reputation in the Egyptian market are basically from Chinese enterprises with local production lines and complete after-sale service systems. This can be regarded as the best example.

　　 Effective integration of resources
Mastering first-hand information, laying the foundation for brand appreciation and promotion of ideas.

Now, overseas. Chinese commodities Making foreign retailers profitable. Harvey, manager of electrical appliances Department of large furniture and electrical chain store in Australia's Harvey and Norman, said that shopping centres are willing to sell famous brands and are willing to operate Chinese brands. "Made in China" is cheap and good, and shopping malls can get higher profits. He believes that in recent years, Chinese enterprises have made great efforts in building their own brands.
　　
Boris, a Moscow citizen, said that a pair of jeans bought in Beijing could sell three times to five times the price in Moscow. Alexander, a Russian lad who likes Chinese cars, thinks that the Russian consumer market is huge. Chinese brands can not win the market only by relying on price advantage, but also develop core technologies and improve after-sales services.

It is imperative to enhance the competitiveness of commodities and create an international brand. On the road of brand localization, Chinese enterprises can effectively integrate resources by acquiring local enterprises or cooperate with each other, and produce and operate from a global perspective. In particular, they fully integrate relevant countries' advantages in technology, talent, market and brand, and gradually expand the influence of brands and enterprises overseas.

Otero said that some enterprises in China have gained fame through the acquisition of world famous enterprises, such as the acquisition of famous Western automobile enterprises by Chinese enterprises and the acquisition of some famous brands abroad. Several car companies in China sell cars through Spanish car sales companies. Haier advertise at the Bernabeu stadium at the Real Madrid football team, which are also effective ways to enhance brand awareness. Chinese celebrities can also be promoted by celebrities, such as basketball star Yao Ming.

　　 U.S.A Stephen Poole, a banker in Losangeles, is working on a Chinese Commodity Trade City in Losangeles to allow Chinese businessmen to meet directly with large retailers in the US. He said that Americans do not know much about Chinese brands, and Chinese enterprises need to work hard in brand image and product marketing. He hoped that similar cooperation could bring more Chinese brands to the United States.

Amin Seif, Assistant Minister of information and communications of Egypt, said that localization is the only way to achieve the brand effect from the perspective of the growth and development of Chinese brands in the local market. Localization means design, production, advertising, sales, after-sales service, consumer opinion collection and feedback processes. They have long been based on the local market, keep abreast of market trends and fresh first-hand information, so as to lay a solid foundation for brand value enhancement and promotion of ideas, and also help brands to establish familiarity and intimacy with consumers.

　 guarantee the quality
　 Production localization and after-sales service are becoming more and more perfect. Quality problems have been solved.

　　 In terms of design, sales and after-sale services, Chinese commodities need to take into account the needs of local markets and cater for their cultural characteristics and consumption habits.

Nicola, a retired university teacher living in Moscow, has a special liking for porcelain in China. In his family, most of the porcelain was made in China. He said, "I like Jingdezhen porcelain best, with exquisite workmanship, beautiful appearance and high quality." He began to pay attention to Jingdezhen porcelain after listening to the introduction of Chinese friends. "There are many good commodities in China, but it is a pity if they are not known." He suggested that Chinese goods should be advertised abroad to expand their popularity.

The localization strategy needs to surpass the geographical culture boundary, and is close to the local society in the form, the name and the cultural connotation. Fayyad, a tour guide at Pyramid scenic spot in Cairo, Egypt, said that with the number of Chinese enterprises taking root in Egypt, the localization of production and the improvement of after-sales service, the quality problems have been solved in an obvious way. Giza, However, Chinese brands still have a long way to go in appearance design, because consumers in different regions have distinct and unique appeals in the field of aesthetics, and young people's pursuit of fashion and fashion is also an important factor in consumer behavior. Therefore, the breakthrough of Chinese brand in styling aesthetics should be the important direction for the next step to continue to expand its brand value.

Localization strategy needs Personalized marketing Means and advertising. Meyer, a professor of College English in the United States, believes that Chinese companies should promote the psychology of American consumers. Because of different cultures, brand names should be easy to remember.

Mikhail, who specializes in Chinese fashion women's bags in Moscow, said: "most of the Chinese women's bags are European and American brands, while a few Chinese brands also use Europeanized brand names. If you use a brand name with Chinese characteristics, the product may be more popular. On the other hand, Chinese goods are rarely advertised in Russia, and many Chinese famous brand goods are hardly known in Russia.

No matter what marketing strategy and means of promotion are adopted, in the process of localization, Chinese enterprises need to always focus on product quality and after-sales service. Some people responded to reporters' investigation, and quality problems remained one of the obstacles to the development of Chinese brands. Ann Georg, an American who often goes shopping at local Chinese supermarkets, said China needs to strengthen its awareness of quality control in order to build up its brand image. Joan also expressed the same view. She said that China has produced a lot of goods, and I do not need 3 seconds to give you one. To create a brand for Chinese products, we must ensure good quality. Like Japan and Korea, it is a good product for people to listen to the origin.