Chinese Brand: Impatient To Eat Hot Tofu.

　　 In discussing the transformation of manufacturing in China, there is a very central and easily accessible topic. Made in China Without the world brand, China's manufacturing is bound to be in the rough end, unable to produce market impact and hard to add value.

Clothing is often cited as an example of the fact that China, as a big textile country in the world, is not promising enough to do more OEM. People often fantasize about the way of Nike, put creativity and design in the United States, and hand over production to others. But is this the best choice for China's textile industry? If so, what will they do in the thousands of workers working on sewing machines? Will they become designers and creative people of some brand overnight?

Perhaps the division of labor in such a textile industry is at least a better state of China's industry at the moment. Despite the cultural identity of brands, it is certain that the way of sewing machines can only be beneficial to China's current economic structure and employment status.

Of course, the issue of full and reasonable employment is likely to overwhelm our pursuit of brands, especially when it comes to labour intensive industries. There is a worldwide brand in China's manufacturing, and the core competitiveness of China's manufacturing, rather than relying solely on cheap labor, is not unnecessary, but rather necessary, but it is not necessary to change the structure made in China at present. For example, blue collar China, rather than emphasizing the blue collar era of China's economy to create more manufacturing brands, is better to steadily improve China's blue collar economic productivity and workers' income.

In addition, between brand and technology, Industrial manufacture The whole process is also a matter of technological level. For ordinary industrial products, from a technical point of view, the level of vocational skills can be competent. But to make good industrial products, it is very exquisite craft. Over the years, the industrial products of optical lenses are controlled by Germany and Japan. This is not optical lens research, China can not grasp, but Chinese craft is not skilled. To make a first-class quality process, it is necessary to transform the workers who can be sewing machines on the sewing machine into the most skilled technicians who can make the best quality products. For the time being, it is even more important to change the OEM mode of China and create a clothing brand with global influence.

The pursuit of brand, so as to affect the psychological state of the Chinese people, is nothing more than a thing that China once was, but now it is lost. This is easy to rise to the national emotional level. It is not easy to be calm.

For example, tea produces the emotional entanglement of brands. The first tea making China does not have a world-famous tea brand. In the discussion of the tea that is sad and unbranded, it seems that domestic and foreign countries highly agree that there is no world-class tea brand in China. The British Financial Times reported that although the Chinese are proud to "take the place of the world's largest tea producer and consumer country for 100 years, China recently seized the historical status from India", but the Chinese are also frustrated that "no matter at home or abroad, China's tea brands are hard to compete with foreign competitors." In China, Lipton's Lipton brand occupies only three times the market share of its local competitors. Xinhua also reported in March last year, "why is there no" Lipton tea "in China's 7 tea farms? Unlike foreign reports, the mainstream media in China came up with some seemingly correct solutions. According to the report, the reason why Chinese tea enterprises do not have world brands is because they have been in a small, scattered and chaotic situation for a long time, most of them are small and medium-sized tea farms. Therefore, we must carry out the industrialization of tea market according to the "Lipton" way, and go up to the point of "the future of agricultural development is intensive and modern enterprise". Therefore, supporting, training and strengthening the leading enterprises of agriculture, including tea industry, is very important.

It should be considered that commercialized drinks should go this way. But China's tea culture is so colorful that it produces only one type of tea culture. market Does the tea bag with high occupancy affect the world? Obviously not.

We know that France is a great country with very rich cheese varieties, and eating cheese in France is almost regarded as a kind of enjoyment. But who can regard the different flavors of cheese in France as a world brand? The localization of cheese may not require world brands at all. This is just like the Chinese tea, how to drink, where to drink, and who to drink, it is not a world commercial brand can be replaced.

Some distance between Chinese brands and world identity is deliberately maintained. Some distances must be overcome by global integration. But we can not talk about the lack of world brands on fire, it is necessary to look at dishes under the dish, impatient not to eat hot tofu. Perhaps the birth of world brands is a casual by-product, rather than the result of excessive pursuit of reality.