【福布斯11.11.28】受够了‘中国制造’？那‘中国品牌’更有你受的
Had Enough Of 'Made In China'? Get Ready For 'Brands From China'受够了‘中国制造’？那‘中国品牌’更有你受的
Avi Dan
11/28/2011 @ 11:34AM
http://www.forbes.com/sites/avidan/2011/11/28/had-enough-of-made-in-china-get-ready-for-brands-from-china/
Where are China’s brands on Western retail shelves and in the car showrooms? There are thousands of local Chinese brands, but few have ventured onto the world stage. There are no Chinese brands on Interbrand’s list of the top 100 top brands in the world. Perplexing perhaps, as conditions for global brand development seem to be in place.
在货架上和车展上很少看到中国品牌。虽然中国有成千上万自己的品牌，但只有少数能打进世界舞台。在Interbrand（（有译成“英特品牌”），全球最大的品牌管理顾问公司）的前100名名单中没有一个中国品牌。不过也许全球品牌的走向要重新定位了。
First, there’s the financial resource. China has 37 companies on the Fortune 500 list. Many Chinese firms have the scale to invest in global brands if they choose to. And they advertise. China’s ad spend grew from $7 billion a year in 2000, to $38 billion 11 years later, making China the second largest advertising spender in the world.
首先就财政资源来看。在财富500强中，中国公司占了37。要是中国公司开始考虑的话，他们是有实力去投资自己的品牌的。还有广告，中国的广告投入从十一年前的70亿美元已经增加到现在的380亿美元，是世界第二大广告投入国。
Second, there’s a vast local market for brands. Chinese consumers love brands. The Chinese word for brands means “Famous Brand ” and fame is an important component of Marketing. The Chinese don’t trade down to generics.
其次，中国是这些品牌的巨大市场。中国消费者喜欢品牌/名牌。牌子的中国意思是名牌，而且出名是市场推广的重点。中国人还是相信名牌的。
And third, there is the financial incentive. China earns only $4 for an iPod that retails at $199 in the U.S. The big money goes to the brand.
第三，就是消费者的支持。中国只赚4美元的iPod却在美国卖199美元。巨大的差价全堆到名牌上了。
It is paradoxical, says Miles Young, CEO of Ogilvy, whose agency is the largest in China. When it comes to capturing more of the value chain, the Chinese are more comfortable sticking with the assembling other peoples’ products than with developing their own brands. He believes that two things impede the emergence of Chinese brands on the global stage. First, Chinese firms have yet to discover the value of market research in order to identify opportunities in foreign markets; and second, Chinese firms need to adopt matrix management structure, defining how P&L owners work together with global, regional, and local management.
But Mr. Young expects this change rapidly. The Chinese, he points out, are an innovative, with strong salesman-like instincts. Switching from assembling to a creating, from an engineering mindset to inventing, will inspire Chinese brands to export. Chinese aesthetics travel well, and cultural values, if not the political, are becoming universal.
This year Ogilvy became the first ad agency to launch a China Practice in New York to serve the growing need for communications services by China-based companies as they move into international markets. The practice is headed by Lyndon Cao, former General Manager of the China Daily (China’s national English-language newspaper).
During the world’s first Industrial Revolution, which began in England, branding was slow to develop. It emerged about a hundred years after production became mechanized. It won’t take China that long to globalize its brands. Jim Press, Chrysler’s Vice Chairman and former head of Toyota in North America offered this perspective on the future of Chinese brands in this country. It took the Japanese car manufacturers 20 years to establish themselves in this country. It took the Koreans 10 years. It would take the Chinese less than 5 years once they rev up the brand export machine, says Mr. Press.
有空可能会再捣弄下剩下的，但也许有其他人译出来了。
有了钱想怎么鼓捣就怎么鼓捣 很快就有人出货了! 但有时十天也出不来, 都变成旧时文了.
告别“中国制造”，开始“中国品牌”
catisdying于2011-11-29 10:46:00编译http://article.yeeyan.org/view/15369/235973
译者注:中国品牌的春天就要来了么？
西方的零售商店和汽车展厅有没有中国的品牌？中国有上千种品牌，但极少数活跃在世界舞台上。全球百大国际品牌里没有中国的商品。这也许挺让人困惑，因为进军国际市场的时机已经成熟。
首先，有财力资源。世界500强里有37家中国企业。中国公司可以选择投资国际品牌。中国的广告投入在2000年为70亿美金，11年后增长到380亿美金，成为全球第二大广告投入商。
第二，中国拥有广大的品牌市场。中国人喜欢消费品牌。中文里品牌意味着“名牌”，而名声是赢得市场的重要因素。中国人愿买冒牌货
第三，经济利益上的刺激。一个Ipod在美国零售价是199美元，中国只挣到4美元。品牌挣到大钱。
奥美CEO杨名皓表示这个现象很矛盾，他的公司是全中国最大的代理。在抓住价值链的前提下，中国人更愿意组装别人的产品，而不是发展自己的品牌。他相信阻碍中国品牌在世界上发展的原因有两个。第一，为了了解国外市场的机会，中国公司需要透彻的市场调研；第二，中国公司应采用矩阵管理结构，了解国际上，地域间及当地管理的损益情况。
但杨先生希望这种变化是迅速的。他指出，中国人是有创新的，拥有强烈的推销的本能。从装配到创造转变，从工程思维到发明思维转变，会鼓励中国品牌的出口。中国的美学和文化价值观，除去政治意义上的，都将变成世界性的。
今年奥美成为在纽约推动中国业务的最大广告代理商，为了满足日益增长的通讯服务，中国公司把业务搬到国际市场。此项目的领导人是Lyndon Cao，他是中国日报的前任总经理（该报是英语类报纸）
第一次工业革命发生在英国，那时品牌的发展缓慢。一百年后生产机械化后品牌才浮出水面。中国的品牌全球化进程不需要那么久。这个观点来自克莱斯勒副总裁，丰田汽车北美办公室的经理-Jim Press。Press说，日本的汽车业花了20年的时间创建品牌，韩国用了10年，一旦中国加速品牌的输出，不到5年就可以做到。
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