【10.07.28 福布斯】中国错失了品牌机会
【中文标题】中国错失了品牌机会【原文标题】China: Brand Is A Missed Opportunity
【登载媒体】福布斯
【原文作者】Jez Frampton
【原文链接】http://www.forbes.com/2010/07/28/china-marketing-brands-baidu-haier-lenovo-cmo-network-interbrand.html
这个国家需要让人们知道它拥有的不仅仅是廉价商品。
戏剧性事件、强烈的气氛和持续的变化：2010年是虎年，这一年恰如其分地表现出跌宕起伏的经济形势和戏剧性的国际事件。在过去几个月里，即使是拥有巨大国内市场的中国，也无法躲避随经济形势身不由己的命运。
实际上，中国经济增长受此影响并不大，ADP增长预期从2010年的9.6%调整为2011年的9.1%。尽管这些数字初看起来不具有太多的警惕性，毕竟整个地区的增长形势要好于其它地区，但是对于那些谨慎的投资者和中国的企业主来说，还是有一些需要担心的问题。他们已经习惯了两位数的增长，而一位数的增长对中国企业和政府来说，都是一个新的概念。
中国的挑战
从世界上最大的加工厂向世界上最大的品牌商演变是一个挑战，中国还在为超越低价产品概念，为形成自己的一个名称而奋斗。在其经济蓬勃发展的时期，中国的企业主要关注业务扩展，而不是集中力量发展品牌。这样的策略可以在短时期盈利，但长远看来没有好处，同时对最终的目的也没有帮助。它现在要做的是效仿日本和韩国，从OEM到品牌拥有者转化。然而，这个国家的品牌在近期问题不断，就像美国去年的广告攻势所揭示的现象，中国屁股后面跟着一系列的产品质量问题，不得不在全世界召回产品。这对其达成目标也没有什么帮助。
在Interbrand（译者注：全球最大的综合性品牌咨询公司，致力于为全球大型品牌客户提供全方位一站式的品牌咨询服务）的“2010年中国最优品牌”排名中，这一点显露无遗。尽管表单中大部分品牌都达成了高的经济附加值（EVA），增长幅度普遍在15％到100％（包括10％的GDP增长），但他们的品牌价值依然落后。前25个品牌的平均价值仅增长了8％，复合年增长率约为2.5％。而且，品牌的质量和“经受住时间考验”也是前25个品牌所面临的问题，25个品牌中有9个是表单中的新面孔。这些问题同样值得人们重点关注：尽管中国企业自2006年以来发展迅速，但他们的品牌并没有跟上发展的步伐。
让品牌等同于低价概念的危险性在于，消费者被引导购买最划算的商品，而不是最知名的商品，产品和服务蜕变为自身的使用价值。兑换券和促销手段在获取短期的销售量和市场份额方面都是不错的策略，但是当泡沫退去，剩下的只有无情的消费者搜寻他们能找到的最低价商品。随着越南、印度和非洲这些发展中国家积极追随中国的脚步，低价战争才刚刚开始。中国相对发展中的社会责任感和近期爆发的工人福利、工时的抗议事件，最终会结束“最廉价劳动力”的局面。
所以，随着中国市场的日趋成熟并持续鼓励合理竞争，它面临的问题就在于成熟化的速度是否可以确保其品牌的强势地位，以及在经济低迷期保持产品的需求性。除非中国的品牌所有者快速地让企业未来发展有保障，否则中国不大可能在将来成为强大的世界品牌之家。
亮点
对于那些关注品牌建设的中国企业来说，不论是因为他们被迫在竞争中体现区别优势，还是因为他们的确意识到品牌建设是企业生存之本，未来都是相对明确的。特别是像青岛、海尔和联想这些在过去几年中持续努力发展品牌的企业，他们做出了表率，让人们看到中国企业未来的模样。
在飞速发展的IT和互联网领域，残酷的竞争迫使腾讯、百度和阿里巴巴破釜沉舟地发展差异化创新，他们都已经因此而受益。与此同时，茅台、蒙牛和李宁等消费类品牌也在品牌建设方面开创了新的局面。中国消费者在购买习惯上变得越来越老练，这三个品牌开始倡导健康的生活方式，并推出了满足新需求的商品。
即使在今年遭受重创的金融服务领域，中国工商银行和中国平安集团也已经扩展了他们的ATM网络、开设网上银行、向中国市场推出客制化金融服务，所有这些都表明他们已经开始考虑建设自己的品牌。
但是问题依旧，这些举措是否足够？2010年所蕴含的风险和戏剧性事件远未结束，来自其它快速发展地区的压力将会是一个考验。
总而言之，中国的市场从业者需要加倍努力，使用自己的品牌来加深与消费者之间的关系。品牌永远是保护持续增长和盈利性的最强大的武器，无论经济气候如何。
原文：
The country needs to be known for more than cheap goods.
Drama, intensity and change: 2010 is the Year of the Tiger and it is fitting that, so far, the year has been defined by a turbulent economy and dramatic world events. In the past few months it has become clear that even China, with is immense domestic market, is not immune to swings in the economy.
Indeed, China's growth has taken a small hit, and ADP growth forecasts predict a fall from 9.6% in 2010 to 9.1% in 2011. While these figures may not look too alarming at first--after all, the region is still growing and in better shape than most--for any wary investor and any Chinese business owner, there is some case for concern. It's all about what you are used to, and moving from double-digit to single-digit growth is a new concept for Chinese business and government.
China's Challenges
Evolving from the world's biggest factory to creator of the world's biggest brands is a challenge, and China continues to struggle with crafting a name for itself beyond just low-priced products. It didn't help that in its boom years, Chinese businesses focused more on business expansion than brand development--a move that paid off in short-term profits, but hasn't helped businesses long-term. Its job now is to learn from Japan and Korea and make the shift from OEM to Brand Builder. It certainly doesn't help when the country's brand itself has issues, as illustrated by a U.S. advertising campaign last year. China has also been dogged by a string of product quality issues and recalls across the world in recent years.
This is more than evident in Interbrand's "Best Chinese Brands 2010" ranking. Although the majority of brands on the table achieved a high EVA (Economic Value Added), seeing increases that range from 15 to 100% (in addition to the GDP growth of 10%), their brand value lagged behind. The value of the top 25 brands on the table only increased by eight%, with the CAGR leveling at around 2.5%. Additionally there's a question over quality and the "ability to stand the test of time" among the top 25 brands on the table: 9 out of the top 25 are new on the ranking. It all adds up to the same important insight: Although Chinese businesses have been growing rapidly since 2006, their brands aren't keeping-up with the pace.
The danger in having brands synonymous with low prices, is that it trains consumers to shop for the best deal, rather than the best brand. Products and services become commodities. Coupons and promotions are all great tactics for delivering a short-term boost in sales and market share, but when the fizz goes flat, all that is left is a fickle consumer seeking only the lowest price they can find. With developing countries like Vietnam, India, and Africa hot on China's heels, the battle for lowest price is just beginning, and China's relatively developing social conscience and recent public outrage about worker welfare, and working hours, spell the end of their "lowest cost of labor" status.
So while China's market is maturing, creating healthier competition, the question is if it is maturing quickly enough to ensure that its brands remain strong and maintain demand through less welcoming economic times. Unless brand owners move quickly to secure their businesses' future, China's future as a home of powerful global brands remains uncertain.
Bright Spots
For those Chinese businesses that are focusing on the brand, either because they are being forced to differentiate due to competition or because they've simply realized that brand-building is a necessity for survival, the future looks a little less uncertain. In particular, brands like Tsingtao, Haier and Lenovo ( LNVGY.PK - news - people ), which have increasingly focused more on the brand over the past years, are leading by example, showing Chinese businesses what the future could look like.
In the IT and Internet categories, which have been developing rapidly, more competition has forced brands like Tencent, Baidu.com ( BIDU - news - people ) and Alibaba to focus relentlessly on innovation to differentiate--a move that has paid off for all three. Meanwhile, consumer goods brands such as Mao Tai, Mengniu, Lining are showing signs of a new focus on brand-building. With Chinese consumers growing more sophisticated about their purchase habits, all three are beginning to adapt to their more health-conscious lifestyle, crafting products that suit these new desires.
Even in the Financial Services industry, which as taken a blow this year, brands like ICBC, China Merchants Bank and Pin An Group of China have expanded their ATM networks, built Internet banking and customized personal finance services to the Chinese market--all which suggest that they are beginning to think more about building their brands.
But again, the question will be if this is enough. 2010's high stakes and drama are far from over, and growing pressure from other fast-developing regions will be the test.
Overall Chinese marketers need to step up their efforts, and focus on using their brands to foster deeper connections with customers. Brand is, in this and all times, the most powerful weapon to protect a sustainable growth and profitability, regardless of the economic climate. 走品牌路线固然最好，我们还要多打造一些品牌产品 走品牌路线固然最好，我们还要多打造一些品牌产品
連長 发表于 2010-8-9 14:54 http://bbs.m4.cn/images/common/back.gif
打造品牌还是要改变别人对中国商品的印象啊 打造品牌还是要改变别人对中国商品的印象啊
380374996 发表于 2010-8-9 15:54 http://bbs.m4.cn/images/common/back.gif
自己的国民都不能正视本国品牌，一方面原因是对国外优于国内的理解，另一方面也是国内有些品牌的不争气太多的质量问题使我们自己都不相信自己 自己的国民都不能正视本国品牌，一方面原因是对国外优于国内的理解，另一方面也是国内有些品牌的不 ...
jia5725 发表于 2010-8-10 11:23 http://bbs.m4.cn/images/common/back.gif
中国的主流文化说白了就用一个字来形容，“骗”！！！ 品牌是要靠实力来保障的，没有过硬的产品，没有领先世界的技术，何谈品牌 当你是主要的生产商时，品牌也就不远了 中国有点名气的品牌最后大都会被外国集团收购，最后消失，感觉中国企业人他们不是在品牌，而是在做“钱”！卖掉自己的品牌先赚一笔，也谈不上是原始累积了，只是利益。现在冒出很多新品牌，比如服装鞋业，他们的质料设计都很不错。我一般只卖对的，不买品牌，所以服装鞋业的品牌对我不起作用。不过吃的我是一定要看那家做的。 只要市场规范了，出品牌知识时间问题 顺便把英文的也看了。品牌效应啊，我觉得大部分企业都没有意识到，特别是那些奶粉的，光便宜有个鬼用。 为什么做不了名牌，因为中国企业心里只想着一次性淘光老百姓的钱，没想着提供好的服务 上面也说到了，中国有些品牌之前是被国外收购，导致现在中国帮别国OEM的更多。
但是有些品牌只经营，不生产，完全没支撑。 质量等硬件水平固然很重要，但同时营销也很重要。
中国很多品牌还没有充分的了解branding怎么做以及它的重要性。 要改变国内很多消费者对于国产品牌的认知，还是要靠合适的branding。
记得当时美特斯邦威那个me&city分牌的广告片一出，很多人都惊了。 所以定位和包装挺重要的，尤其在很多人本来就崇洋媚外的情况下。 自己的国民都不能正视本国品牌，一方面原因是对国外优于国内的理解，另一方面也是国内有些品牌的不 ...
jia5725 发表于 2010-8-10 11:23 http://bbs.m4.cn/images/common/back.gif
嗨，还别说，卫生部竟然把奶粉的标准降低了，还有说辞，不知道是创造什么品牌？ 崇洋媚外的中国人太多，特别是中国的富人！要做品牌连国人都不支持，谈何容易！ 自毁品牌的事件时有发生，同时，又给同行业带来灾难性的打击，比如乳制品行业，就是极其典型的例子。而另一些无远见的人，为了一点蝇头小利，却将优质品牌拱手送人，真的让人扼腕。
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