Why Should We Wear The Brand "Yang" Or "Tu" Hat?

Recently, Da Vinci's home was suspected of origin. Counterfeit storm But let a lot of famous brands have been implicated, and some brands have been seriously injured. Be partly public opinion The brand name involves many fields. In the field of clothing, there are brands like Metersbonwe, Semir, Hongxing Erke and card Dun ton. In the catering field, "taste thousand" is labeled as "Mei Tian", and some brands such as Shi, Ausnutria and others seem to be eager to beat them into "counter revolution". How did I feel that the time reversed? As if I had returned to the age of several decades ago, it seems that there was no revolution. If "Lenovo" did not remove the name of "Lenova", CCTV would not immediately change its logo "CCTV" to "ZYDST".

Some commentaries pointed out: Fake foreign brands "Flooding" reveals the lack of confidence of the society in its own brand, which is a practical component. But today, with the integration of the global economy and China's economy becoming global and becoming a part of the global industrial chain, how can we get rid of the "brand" or "foreign" of the Chinese brand? Shackles And stride on the road of globalization?

Haier is the pride of Chinese enterprises and has been in the world for nearly twenty years. Its operation practice has long been a classic MBA case in the world's leading business schools. Its success is based on the quality consciousness created by Zhang Ruimin's anger problem refrigerator, which is built on dedicated overseas marketing, and is based on the combination of low production costs and technological innovation of independent innovation in China. If we can not see the real efforts of the enterprises to go to the world, and only pay attention to the appearance of the name with "foreign flavor", will it start from the very beginning? Strangling What's the future of this company?

With Chinese Enterprises Rise Overseas mergers and acquisitions have increasingly become an important means for enterprises to grow and develop rapidly. Lenovo is a leading enterprise of major overseas mergers and acquisitions of Chinese enterprises. It acquired IBM personal computer business in 2005. As part of the merger agreement, laptop computers for global sales are still using ThinkPad brand, but more and more Chinese elements have been incorporated into it. If only the brand name is used, is there any suspicion of "confusing the public" in this international common M & a principle?

Looking at the world, many famous international brands have changed with the merger and acquisition. In 2008, India Tata group bought the British luxury brand Jaguar and Land Rover from the price of 2 billion 300 million US dollars from Ford. In 2009, China Geely car also bought Ford, a 82 year old European luxury car brand Volvo, for $1 billion 800 million. For these changing brands, how should we define the "soil" and "ocean" of their brand attributes?

On the other hand, for many years, the production bases of international famous brands have been transferred to emerging market economy countries. Many of them are sporting goods such as Nike, Adidas, and SONY, and so on. Many of them are produced by Chinese, Vietnamese, Mara Thea and Indonesian enterprises. This brand manufacturing link is inevitable for the adjustment of the global industrial chain. It has long been well known and accepted by global consumers. No one has questioned whether there is a so-called "identity change" in these international enterprises.

If only by name and enterprise registration theory, similar entanglements will bring unnecessary trouble to many enterprises, and shift consumers' attention to product quality, which may not only constrain enterprises' exploration of diversified business models, but also is not conducive to safeguarding consumers' rights and interests.

Ausnutria is a milk powder manufacturer that has been troubled by identity gate in recent years. The infant milk powder company, which originated in Australia and has been listed in Hongkong, has been popular among international investors in the international capital market. However, it has been questioned in China because the founder of the company is a Chinese. Whether this is due to the result of unfair competition, or for other legitimate or improper purposes, or other normal or abnormal mentality, it has always been entangled with the author. I often ask myself, if Ausnutria's founder or main operator is a foreigner, whether he is white or black or brown, can he be insulated from such a "query"?

As we all know, under the background of economic globalization, the regional and national characteristics of brands are getting weaker and weaker. Many brands, in order to integrate into the local market, based on the cultural characteristics of the local market and the convenience of memory, have made a beautiful local name, such as "Mercedes Benz" brand in China. Even foreigners want to have a Chinese name in China. Ausnutria is being questioned by some people because the manager is his own compatriot. I doubt if these cute people regret that they are born yellow.

All the milk sources of Ausnutria come from abroad. The global quality milk sources such as Australia, France and Holland become the basic guarantee for the quality of Ausnutria milk powder. Ausnutria persists in innovation and research and development, enjoys the intellectual property rights of all products, and releases the first marketed preterm infant formula in the Chinese market, the first organic infant formula. This year, in order to strengthen the voice of the supply of milk supplies, Ausnutria spent 160 million euros to acquire 51% of Holland's 100 year dairy enterprise.

Ausnutria, with its unique innovative global industrial chain operation mode, has guaranteed higher product quality, and its implementation quality standards are even higher than national standards. In recent years, the domestic milk industry melamine incident, dairy industry GB controversy, Ausnutria milk powder has always been able to be independent, never broke any quality incidents. Ignoring the pursuit of product quality and simply intertwined with its "identity" is also some other people's inability to Chinese ability?

Some of the products of Da Vinci's household are "going through the motions" and transformed into "imported goods", which should be punished by public opinion. It is worth noting that with the further development of global economic integration, brand internationalization is becoming a trend. We must not confuse individual enterprises' counterfeiting behavior with all the proper exploration of brand internationalization. No discriminate suppression can get a moment of public opinion, but it is also an irresponsibility for a down-to-earth enterprise.