China Shoes Brand "Soul" Is Missing &Nbsp; Market Competition To Create A Real Brand.

August 9th, experts believe that to become a world-class

Recently, the AQSIQ official said that some media "misread" the notice issued by AQSIQ on the use of signs after the effective expiration of China's famous brand products. In fact, AQSIQ has not decided to stop using "China's famous brand products" in the future.

On the contrary, China's famous brand strategy is being studied and restarted.

The news aroused public concern and discussion about "China's famous brand".

Last week, the China Youth Daily Social Survey Center conducted a survey of 11351 people from 31 provinces (autonomous regions and municipalities directly under the central government) by means of a network of guest surveys. 91.9% of the respondents said they would buy brands to see things, and 50.8% of them looked at them frequently.

What is the most lacking of Chinese brands to become world-class brands? The most important thing in the survey is brand spirit, followed by "core value", followed by "comprehensive strength" and "brand strength".

The purpose of brand evaluation is not to exempt from inspection.

"I used to be influenced by advertisements, and I love to buy some skincare products endorsed by international superstars."

Chen Ming, owner of Taobao online, found that after years of playing abroad, his skin condition has not changed.

"Instead of looking at her mother, she has been using Yu Mei Jing and" 100% antelope "for decades, and many people praise her for keeping well.

"Expensive may not be good, is it a famous brand or a common people's word of mouth?"

Now, Chen Mingyi is going to buy skin care products, and she will go to some beauty forums to see the comments of netizens before making decisions.

Who should decide the name brand? The survey shows that 78.7% of the people choose "the public's reputation", 57% think it is "international influence", and the third place is "market share" (54.4%).

65.1% of the people think that the famous brand selection will help to awaken the brand awareness of Chinese enterprises; 55.7% think it can help our country to create a number of well-known brands; 53% think it is conducive to the export of Chinese brands to the international market.

Zhao Ping, director of marketing department of Tsinghua University, believes that famous brands must include two elements: first, the reputation of the market, that is, users' satisfaction and trust in the brand, and the pride in using them; secondly, the popularity of the market, that is, more people in the relevant market know.

Jiang Qingyun, a professor of management at Fudan University, said that the real name brand should be market competition and customer recognition.

He believes that the third party non-governmental organizations will be more credible by using scientific indicators to extract objective data through expert teams for brand evaluation.

"Enterprises should realize that the purpose of brand evaluation is not to exempt from inspection, but to promote brand building."

"The return shoes are the target of foreign tide people."

Which is more popular among domestic brands and foreign brands?

Among the sports brands, the number one is "

Ranked fourth to sixth are all domestic brands: Anta (36.8%), 31 degree (24.2%), XTEP (23.7%).

The eighth to ninth brands are all foreign brands: CONVERSE (19.9%), Puma (19.5%), and kappa (13.7%).

Domestic brands double star (13.4%) ranked tenth.

"Some brands in China are also well known abroad."

Wang Bolin, an overseas student at Swinburne University of science and technology in Australia, found that many foreigners like to buy Lenovo notebook.

"Return shoes are the target of foreign tide people."

Wang Bolin has some friends who often buy a big box of back shoes and bring them to school abroad, which will be very popular.

On the contrary, young people in China wear very little back shoe.

According to the survey, 43.4% of people believe that China has some world-class brand names, and 13.9% think there are "many".

36% of the people felt "less", and 12.6% thought "basically no".

Another 2.9% said they were not sure.