Hidden Wealth Is Lost Carefully.

Heng Yuan Xiang, as the only old brand in Shanghai's wool textile industry, is both in the downstream position in terms of size and strength, but in the fierce market competition, it has achieved a win-win growth and efficiency.

An important reason is that we focus on brand management. We have developed more than 100 franchised factories in the upstream through the franchise of the brand. We have expanded more than 9000 distribution outlets in the downstream, forming a joint brand with the brand as the leader, and the sales volume reached about 5000000000 yuan in 2010.

We believe that what is more dangerous than the international financial crisis is the hidden wealth pfer. In the new round of global wealth pfer, the brand has become an important carrier.

Or, one way of global wealth pfer is to redistribute wealth through brand.

In recent years, the consumption of foreign brands has triggered the pfer of hundreds of billions of dollars of wealth to other countries.

The national brand is the fertile land of the brand of the enterprise.

The speed of social wealth redistribution is faster and faster, and the pfer time of wealth is shortened from 30 years to 10 years to 5 years.

Before World War II, the war shifted wealth and resources from small and weak countries to great powers and powerful countries. Now, developed countries, with the help of strong economic, technological, financial and political advantages, have been driven by the constantly open market to drive brands into the developing countries, resulting in the massive pfer of wealth from developing countries to developed countries.

At present, China is moving towards the era of brand consumption.

Throughout the country

The cultivation and growth of enterprise brand depends on the strong political, economic and cultural background of the country. Brand is the foundation for the establishment of a national brand. Without strong brand support, the establishment of a national brand can not be "landed".

At the same time, if the national brand is weak and the discourse power is small, the brand of the enterprise will be affected.

The brand will of the country, especially the brand strategy of the country, is the soil of the brand growth of the enterprise. With fertile soil, the brand can grow up like mushrooms.

The developed countries and their multinational corporations all have mature brand strategy and brand cultivation plan. However, from the enterprise level to the national level, brand strategy is seriously missing.

To make China's economy bigger and stronger, we must reverse the dilemma of "big manufacturing country and small brand country" as soon as possible.

This requires the formulation of a brand strategy plan with Chinese characteristics, both ambitious and down-to-earth, and strive to form a long-term mechanism for brand growth.

To improve the brand survival environment, the state should build a good social environment for the growth and development of the brand from the aspects of law, policy, market competition and social atmosphere.

When will the intangible assets charm the financial institutions?

Current China

From the perspective of the environment, the utilization of brand assets is still not enough. This is equivalent to the loss of potential profit margins for enterprises, resulting in a substantial increase in opportunity cost.

To reverse this situation, we must promptly formulate and improve relevant laws and regulations that support brand development, establish and improve institutional mechanisms conducive to the development of intangible assets, trademark assets and brand assets, and build a good legal and market environment for brand growth.

The time-honored brand, as a valuable property left behind by our country, contains profound Chinese culture behind it. It enjoys a high reputation and influence in the whole country and even in the world. It is undoubtedly a gold lettered signboard.

However, it can not be denied that at present, some old brand brands are not only losing serious, but also disputes.

To this end, we need to strengthen the protection of time-honored brands, increase the protection of the intangible cultural heritage of enterprises and the trademark identification of time-honored enterprises, help enterprises to crack down on trademark counterfeiting and stop infringement acts such as "rush registration" and so on, so as to revitalize some of the Chinese national brands.

In terms of cultivating key brands, we can take the dominant companies with national intellectual property rights and strong market competitiveness as the first tier teams, and support them and nurture them so as to upgrade them to international brand enterprises as soon as possible and become members of the national team representing China's brands.

The enterprises with a certain scale, higher share in the domestic market and more recognized consumers, but the market and the popularity of the enterprises still need to be expanded as the second echelon.

We should be good at enhancing brand image through various forms, and comprehensively use various media such as words, pictures and networks to convey brand information to people through multi-channel, three-dimensional and omnidirectional information, constantly enhance brand image and establish brand personality charm.