Discussion On Chinese Enterprises' "Rob" Foreign Brands

In November 4th, the media reported that the Canton Fair was cold compared with previous years, but it triggered a craze for Chinese enterprises to "rob" foreign brands. It is reported that a Italy businessman has received nearly 800 Chinese businessmen on the 15 day Canton Fair, and has reached more than 100 intentions to purchase or rent brands. The range of brands is very extensive, from furniture to furniture. clothing Italy brands in leather bags, sporting goods, small household appliances and tableware are all within the needs of Chinese businessmen. Of course, the value differences of these brands are also very large, and ten thousand euros can be obtained at a low price, and some brands will exceed one hundred thousand or even millions of euros. The Italy businessman admits: "if a Chinese company wants to get a furniture brand with a history of over 50 years, and has a sales network in Europe and other international markets, and has a certain R & D capability, then it will be prepared to pay about 1 million euros in purchase fees."

　　 Canton Fair The Chinese enterprises' hot purchase of Italy brand has certainly gained considerable attention. This is not only because of Da Vinci furniture, which has been a sensation for a while. Besides, in recent years, it seems that the wealthy Chinese are keen to buy all kinds of foreign brands overseas. Without notice, it is found that the "MADE IN CHINA" is printed on the labels of the producing areas, and more because overseas countries are more mature in the market economy system, and the brand strategy, brand reputation and brand development and design are stronger than those in the Chinese mainland. However, due to the negative effects of the first two points, the cold trade fair suddenly sprang up the upsurge of Chinese enterprises buying foreign brands.

Although there are many arguments against it, in the final analysis, they think that the "Da Vinci" stream is continuing to flood. market Blindly worshipping the foreign mentality and catching up with foreign brands in China. But this view is basically not a business person. The reason why foreign brands are worshipped in China is that they have all kinds of advantages except blind. There is a need for the market and some people will be satisfied. The commodity is called "Cai Feng Xiaomei" who can not marry out. A "miss Susan" has been followed up. Businessmen are not fools, but why not? As long as the products comply with the law, quality services are guaranteed, and the opposition's opinions are really undesirable. Because this not only belittled the smart business, but also belittled consumers who bought foreign brands. You know, a certain consumer may be a fool, and can do irrational consumption. But a group of consumers' behavior is full of preferences, and it is also a trend of the market. It can not be arbitrarily belittled. There is an old saying in China that people's hearts are like water and people move like smoke. The same is true of the trend of consumption. In a few days, Chinese consumers do not like foreign brands, and businessmen who are keen on foreign brands are rarely seen. As a result, market spanactions are very rational, and this is also true of foreign brands.

According to this report, the brands and industries involved by Chinese businessmen and businessmen in Italy are all things that Italy is best at. Italy furniture, clothing, leather goods, sporting goods, small appliances and cutlery are the best things that nobody knows. In these industries, the brand added value of more than 50 years old brand is 1 million euros, which is not expensive. For example, the brand value of VERSACE, which was founded in 1978, is 100% less than that of Versace. The product line is related to the industry purchased by the above Chinese enterprises. It can be seen that the Chinese businessmen who buy Italy brand are extremely smart because they do not buy computer brands to Italy businessmen, nor are they interested in Italy's Internet Co, because these are not Italy brands' positioning in the world market.

In fact, brand buying includes not only all the skills of investment banking, but also the ability of business entities to operate. It also includes enterprises' confidence in developing the global market in the future. This is not only displayed in the Canton Fair, but also in Lenovo's acquisition of IBM's laptop computer, and Geely bought Volvo. Chinese entrepreneurs may not be keen on buying such a long history brand because they are not strong enough and lack of market familiarity. Even if they operate, they often make mistakes. But with regard to the acquisition of small brands this time, the strength, ability and judgement of Chinese enterprises have been greatly improved.

The acquisition of brand is a brilliant business. It also reflects the structural spanformation of China's economy and Chinese enterprises. There are first class businesses selling rules, second class businesses selling brands, and three generation businesses selling products. As a late developing country, China's economic development stage does not allow Chinese enterprises to become the ideological suppliers of the world economic order, but as a big manufacturing country, the formation of Chinese brands can not be ignored. Because many of the actual manufacturers of foreign brands are Chinese. The Chinese people have been fighting for more than thirty years since reform and opening up. They have no brands, they have acquired the foreign brands, so that the production and brand names of products are normalized.

People with a slight memory of China should remember that in 1978, when VERSACE was the world's brand, China was not able to afford to buy a brand at that time, let alone buy a brand to become its own brand. At that time, all products in China were scarce and must be imported abroad. For example, color TV, such as iron and steel, now China has become a big power exporting these products in the world market. Over the past 30 years, China's imports from commodities to export commodities have now become imported brands and export commodities (even if they are mainly oriented to the domestic market) is not a bad thing, because China's potential domestic demand and real purchasing power have become one of the most important markets in the world. It is an important source of profits for any brand manufacturers. The changes here are clear, and are the components of China's economic spanformation to qualitative change. It can be imagined that China, which imports all kinds of commodities, has become one of the world manufacturing centers in thirty years. Now imported brands, maybe thirty years later, China will also export brands so that it will become the makers of economic rules.

But for Italy, maybe export brands, especially Exit Those 50 year old brands are not the kind of choice they are willing to make. The reason is simple. No country has so many brands with long history, or the enterprises are not in the right place, or because of the important strategy of the enterprises, they will sell a long history brand. Even in China, there will be major disputes, such as Huiyuan juice is the most recent one.

In short, buying more suitable foreign brands is not a bad thing. On the contrary, it is a substantive trend of China's economic structural spanformation. It is a highly sophisticated business that tests entrepreneurs' abilities and affects entrepreneurs' status.