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本帖最后由 woikuraki 于 2012-3-31 13:47 编辑
Beijing takes a brand-new approach to "Made in China"
By Lucy Hornby
BEIJING | Mon Mar 12, 2012 11:53pm EDT
http://www.reuters.com/article/2012/03/13/us-china-brands-idUSBRE82C07220120313
(Reuters) - Two new Chinese LCD screens in Beijing's imposing Great Hall of the People will replace screens made by a Japanese competitor, in a sign of resolve to supply the world with Chinese brands and not just Made in China products.
The screens are made by Chinese electronics giant TCL. At 110 inches, they are the world's largest high-definition 3-D LCD screens, just a touch wider than the 108-inch Panasonic (6752.T) models they will replace.
"We have broken through the Japanese and South Korean monopoly of big flat-screen TVs!" TCL (000100.SZ) chairman Li Dongsheng boasted at a launch ceremony on Friday. Officials from the Ministry of Commerce, Ministry of Science and Technology, Ministry of Industry and Information Technology (MIIT), and the government of Shenzhen, TCL's hometown, clapped and nodded.
The government is encouraging its companies to move up the value chain and develop margin-producing brands, partly as a matter of national pride but also to shift the world's second-biggest economy away from gritty, low-profit manufacturing.
But creating recognizable brands has not been easy.
With the possible exception of computer-maker Lenovo (0992.HK) and appliance maker Haier (1169.HK), China has few brands that foreign shoppers would recognize. Even at home, producers often find themselves supplanted by high-end foreign brands.
"That is a big hurdle, especially in autos. (The domestic brands) are almost non-existent in large cities like Shanghai or Beijing because no one wants to be seen going lower than a Japanese or a Korean brand," said James Roy, a senior analyst with China Market Research Group, a Shanghai-based consultancy.
Beijing has been ready to lend a hand.
This month, MIIT posted new rules requiring officials, who overwhelmingly prefer German luxury brands like Audi (NSUG.DE), to buy only local cars.
Other efforts, including government support for domestic companies engaged in "indigenous innovation", have led to allegations that China is unfairly trying to tilt the playing field towards its own industry by guaranteeing government purchases and by setting standards that favor Chinese companies over established industry leaders [ID:nL3E7KN0E6].
"If Chinese companies want to go global, they can't just compete in a protected domestic market," said Zhao Yuhai, high- and new-technology development and commercialization director general at the Ministry of Science and Technology.
"That way you will never win the global market. So this concern is unnecessary,"
CAR-VING OUT A MARKET
For policymakers, overseas presence is a sign that a brand has succeeded.
Companies aspiring for international brands should aim to earn one-fifth their revenues and one-third of their profits from sales abroad, Yang Mianmian, the president of the world's largest appliance maker Haier, told the National People's Congress, or parliament, a few years ago.
Haier sells compact appliances like washing machines and mini-fridges under its own name in the United States, but still sells in Europe under European brand names. Few other companies have reached even that level.
"Some brands have started (to get international recognition), but most need more work," Zhou said.
"Of course, there are different kinds of markets, high-end and low-end, and I think brands like TCL are still at the mid-to-low-end stage. But they'll move up."
TCL sells under its own name in developing markets, but markets under the Alcatel, Thomson and RCA brands in the West.
"To fully sell under our own name isn't a question of technology but of marketing. Because if we promote a new brand, our own brand, it would take time," TCL's Li told Reuters.
"If there is already a local established partner, using their brand is quicker. For our company, the most important is bigger sales turning into greater revenue."
For many companies those big sales come at home. Unlike South Korea or Taiwan, China's domestic market is big enough that many producers do not yet need to focus on developing international brands, said Roy of China Market Research Group.
"That there aren't many Chinese brands that are globally known shouldn't necessarily suggest that Chinese companies don't know how to brand," he said. "The main opportunity for brands has been the domestic market."
The auto industry is still a major front in the brand wars. The government hinted to foreign automakers last year that applications to expand joint venture production were unlikely to be approved unless they worked with their Chinese partners to develop Chinese-branded cars.
General Motors has since launched the "Baojun" (Treasure Steed), although it denies that it was in response to Chinese government pressure.
The policy helps correct what planners now see as a mistake -- although China is the world's largest vehicle market, it lacks the defining national auto brand enjoyed by such smaller markets as Korea, Malaysia, the Czech Republic, even Poland.
When China married foreign automakers to its largest state-owned firms, the unexpected consequence was that the joint ventures saw rocketing output, but left the state-owned firms with zero incentive to develop by themselves.
(This story was corrected to fix the timing of screen installation in paragraphs 1-2)
(Additional reporting by Terril Yue Jones; Editing by Don Durfee and Ron Popeski)
从“中国制造”到“中国品牌”有多远？
http://www.gold361.com/page/2012/0313/38079.shtml
路透北京3月13日电（记者 Lucy Hornby）---北京人民大会堂里两块中国制造的全新液晶面板，将取代日本竞争对手Panasonic生产的同类产品。成为中国决心向世界推广中国品牌，而不仅是中国制造产品的新迹象。
上述110寸的新液晶面板由中国电器巨头TCL制造，是目前全球最大的具有3D显示功能的液晶面板，比原先Panasonic(6752.T)的108寸产品略宽。
TCL(000100.SZ)董事长李东生在周五的首发仪式上称，TCL突破了日韩企业对大屏幕平板电视的垄断。中国商务部、科技部、工信部和深圳市政府的官员们点头称赞。TCL是从深圳发家的。
中国政府鼓励本土企业向价值链上游转移，发展有利润产出的品牌，不仅能成为国家的骄傲，还将推动中国经济从微利的制造业转型。
但创建具有知名度的品牌并非易事。
可能除了联想(0992.HK)和海尔(1169.HK)，中国几乎没有外国消费者认可的品牌。即使在国内，中国企业也往往发现，自己受高端的国外品牌所排挤。
总部位於上海的咨询公司China Market Research Group（CMR）高级分析师罗伊（James Roy）说：“这是一个巨大的障碍，尤其在汽车业。（国内品牌）在上海或北京等大城市几乎不存在，因为没人想用低於日韩品牌水平的产品。”
中国政府将为国内企业助一臂之力。
工信部本月发布新规，要求多数喜欢奥迪(NSUG.DE)等德国豪华车品牌的官员，只能购买国产品牌汽车作为公车。
其它政策包括，政府支持国内企业“自主创新”，令人指责中国不公平地通过政府采购，设定对中国企业有利的标准，使政策向本土产业倾斜。
科技部高新技术发展及产业化司司长赵玉海表示，如果中国企业希望走向世界，不会只在受保护的国内市场竞争。
赵玉海称，这样将永远无法赢得全球市场。所以，这种担忧是不必要的。
对於决策者而言，“走出去”是品牌成功的表现。
海尔总裁杨绵绵几年前在全国人民代表大会上称，企业要想打造国际品牌，应争取至少五分之一的营收和三分之一的利润来自海外销售。
海尔以自有品牌在美国销售洗碗机和迷你冰箱等紧凑型家电，但在欧洲销售的产品仍挂上欧洲品牌。而中国甚至很少有企业达到这一水平。
TCL在发展中国家销售的产品是采用TCL品牌，但在西方国家则使用阿尔卡特、汤姆逊或RCA品牌。
李东生告诉路透：“全面销售TCL品牌产品不是技术问题，而是营销问题。因为如果我们推广一个新的品牌，则需要时间。”
“如果有一个本土合作夥伴，利用他们的品牌，所需时间更短。对於我们公司而言，最重要的是销量增长带来更大营收。”
CMR的罗伊指出，对於许多公司来说，销量大多来自内需。与韩国和台湾不同，中国大陆市场足够大，许多生产商尚且无需关注发展国际品牌。
“许多中国品牌在海外鲜为人知，这并不意味着，中国企业不懂得如何打造品牌。这些品牌的主要机遇在国内市场。” |
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发表于 2012-3-17 22:28
