Chinese brand strategic expert Li Guangdou believes that Chinese enterprises should pay more attention to brand marketing, create a brand core value based on quality and innovation, and move towards the international market.He suggested that Chinese companies can learn from Hollywood and tell their brand stories in international language.
For a long time, Li Guangdou, as the chief brand consultant of many leading companies in China, is committed to promoting Chinese brands to the world, including promoting the jumping development of Chinese brands such as Yili, Mengniu, Guyue Longshan, Gujing Gongjiu.He is also a CCTV brand consultant and the Singapore Gold Brand Award (SPBA) project consultant.He visited Singapore last weekend and attended this year's SPBA awards ceremony.
Li Guangdou said in an exclusive interview with Lianhe Zaobao yesterday that Made in ancient history means fine quality, such as porcelain, silk and other items. In addition to the daily necessities of the people, there are also royal art.The extreme pursuit of quality in ancient Chinese manufacturing has made many daily necessities artistic.Therefore, China is the origin of the world's luxury goods. The spirit of precision and craftsmanship, many of them originated from China.
After the reform and opening up, China gradually became a world factory with its own population advantage, and it became a major manufacturing country, and the products produced by China were also exported to the world.However, Chinese products are also labeled with cheap quality in the process.
Li Guangdou believes that Chinese companies now need to get rid of this label and re -create the core value of the brand with quality, from manufacturing to higher -value R & D and brand marketing and services.Li Guangdou described it that this was converted from the crying curve in economics to a smile curve.
R & D, manufacturing, brands and services occupy a early three stage of the industry.The crying curve and the smile curve refers to the emphasis on these three stages in the development of the industry.The former has strong manufacturing capabilities, and the R & D and brand and service capabilities are relatively weak. Therefore, it forms a high -pour U -shaped in the middle, like a crying expression.The latter attaches more importance to R & D and brand and services, forming a smiling shape with low middle and high sides.
Li Guangdou said: China is now vigorously improving the quality of Chinese manufacturing, and changes from a large manufacturing country to a brand power.With the marketing of Chinese products, brand strategies have become China's new national strategy.
International recognition is a single point breakthrough to develop to the group breakthrough
Looking back at the global economic development after World War II, Li Guangdou noticed that the world's second largest economy, whether in Germany or Japan, has gone through the improvement of brand status during the rise, and China is currently undergoing the same process.
However, Li Guangdou also pointed out that only specific enterprises such as Huawei and Moutai have been recognized worldwide at present in China. They are single -point breakthroughs. In the future, they must also develop to group breakthroughs to allow more Chinese brands to get rid of the labels of high -quality and low price and complete brand upgrades.Acceptable by global consumers.
How much water can flourish in a bucket of water does not depend on the longest wooden board, but the shortest heliP; hellip; brand operation requires a long -term vision, and you can't make some money.
Li Guangdou pointed out that on the one hand, the brand's long -term strategy must trust consumers through quality assurance and innovation capabilities, and on the other hand, they must communicate with consumers and get recognition.We judge that the brand has a standard, that is, when the brand disappears, will you feel that if you lose it, it is difficult to give up hellip; hellip; only if your brand establishes emotional connections with consumers, so that consumers have a sense of dependence, can it be said that yes areA successful brand.
Li Guangdou said that the premise of internationalization of Chinese brands is to be institutionalized first. Only by institutionalization of products can we more conveniently promote it to other markets.He took cooking as an example that although Chinese restaurants in the United States are large, the popularity is still less than other catering industries. One of the problems is that there is a system in the process of Chinese food cooking.The abstract method is described, so it is difficult to copy.The rapid development of the hot pot industry is because it has formulated a set of standards during the production process, which quantitatively quantitatively promoted.
It is recommended to learn Hollywood to tell your own story in international language
Secondly, he also believes that another shortcoming of Chinese brand's internationalization is how to tell his own story in international language.In this regard, Li Guangdou suggested that Chinese companies learn from Hollywood.
He took the movie Kung Fu Panda as an example that Hollywood combined the unique Chinese species of Panda with the traditional Chinese spiritual and cultural symbol of Kung Fu, and then added various challenges faced in the growth process of the protagonist.Suspense, attracting the audience, and becoming a unique cultural intellectual property rights.He said that the abstract concepts and the plot that is easy to understand can strengthen the story of the brand and be more likely to be accepted by consumers.
With the vigorous development of social media platforms, Li Guangdou believes that brand marketing will be transferred from enterprises to individuals in the future, shifting from corporate brand marketing to personal brands, and entering the era of distributed business.He explained that thanks to social media, the individual's broadcasting ability becomes very strong. In the future, the trust of the company will turn to the trust of individuals, and the brand will gradually be niche.
How much water can flourish in a bucket of water does not depend on the longest wooden board, but the shortest heliP; hellip; brand operation requires a long -term vision, and you can't make some money.We judge that the brand has a standard, that is, when the brand disappears, will you feel that if you lose it, it is difficult to give up hellip; hellip; only if your brand establishes emotional connections with consumers, so that consumers have a sense of dependence, can it be said that yes areA successful brand.
mdash; mdash; CCTV brand consultant Li Guangdou, a project consultant in the Singapore Glee of China
Passing the reputation through the brand award, the four Sea Haidilao Ctrip won the top ten leading brand awards in China
China's leading brand Yangwei International, through the first Lianhe Morning News China Top Ten Industry Leading Brand Award and the Asian / Chinese Supreme Brand Award, let the reputation spread to the world.
Wang Peter Peter, co -chairman of the Singapore Grand Brand Award (SPBA) China Preparatory Committee and deputy editor -in -chief of the United Morning Post, pointed out that Lianhe Zaobao's top ten industry leaders awards are designed to praise the leadership in major industries in China, and the brand has made the brand.Excellent enterprise with great strength.
Like Industrial and Commercial Bank of China is the example.The world's largest bank is known for its high attention to brand building.After years of unremitting efforts, its brand value has continued to rise, and it has always ranked among the best in the evaluation of authoritative brand value in China and internationally.
We hope to see more Chinese brands take this as a role model, accept the challenge of SPBA, and use this platform to go further and strive for higher honor.
The winners of the top ten industry awards in China include catering group Haidilao and Chinese technology giants Huawei Group.
The Haidilao brand was founded in 1994. After more than 20 years of development, it has grown into a well -known internationally renowned catering company.As of the end of 2018, Haidilao has been in more than 100 cities in ChinaAnd many countries such as Singapore, the United States, and South Korea, operating 466 direct business stores.
Dr. Zhou Zhaocheng, chief strategist at Haidilao International Holdings, said in an interview: Haidilao is very happy to get LSQUO; RSQUO; RSQUO; RSQUO; Award, awarded by Lianhe Morning Post, and becomes the representative of Chinese catering.
Singapore is a place where east and west foods are gathered, and Haidilao has been fully recognized by Singapore customers over the years.This award is not only affirming the 25 -year history of Haidilao brand, but also shows the huge potential of Chinese catering internationalization and connecting consumers in different regions.
Another famous brand is Huawei Group, a well -known information and communication infrastructure and smart terminal provider.The Group currently has 180,000 employees worldwide. It is a private enterprise holding all shares by employees, with business in more than 170 countries and regions.
In an interview with Huawei International CEO Ma Jianhua: Every gold brand that can be recognized by Lianhe Zaobao has undergone the baptism of the times and word of mouth, as is Huawei.Twenty years ago, Singapore was the first stop for Huawei to go to sea. Twenty years later, this recognition will become our new starting point.
The other winners of the top ten industry awards in China are: China Telecom, Ctrip, Gujing Gongjiu MIDDOT; Period of the year, Red Bean Group, PetroChina, Qingdao Beer and Ren Heng.
Mandarin Travel won the Chinese Supreme Brand Award, and the Asian Supreme Brand Award winners include Breadtalk, Zhang Yu NOBLE DRAGON, and 360 Security Technology.
SPBA's first overseas selection of successful brands in China
After establishing in Singapore for 18 years, it has been recognized as the Singapore Gold Brand Award (SPBA), which has been recognized as a successful brand. This year, the tentacles have been extended to China for the first time this year.
The first Lianhe Morning Post's Top Ten Industry Leading Brand Award and the Asian / Chinese Supreme Brand Award are designed to praise enterprises' efforts and business opinions in shaping the brand, and recognize them to expand the achievements of the market through the brand advantage.
Industrial and Commercial Bank of China, Ctrip Tourism Network, Qingdao Beer, Huawei, Renheng and other well -known state -owned state -owned and private enterprises have won the top ten industry awards in China;Essence
Fan Wenyi, co -chairman of the SPBA China Preparatory Committee, believes that having an excellent brand is the basic condition for successful expansion of overseas.
China is the largest in Asia in terms of land area, population, population, and various economic areas.If an enterprise or brand cannot be based on the Chinese market, it cannot be called the Asian brand at all. Therefore, the preparatory committee chooses the Asian Supreme brand in the booming Chinese market.
She explained: It is necessary to compete for lsquo; Asian Supreme Brand RSquo;, a brand that must be born in any country or region in Asia, its business must cover at least five countries or markets in Asia, including China.
Lianhe Zaobao and ASME's first Singapore Gold Brand Award in 2002 are the most professional, authoritative and objective brand selection activities recognized by Singapore's political, business, academic, and media institutions.The brand award is the extension of the gold brand award in China.
Wang Peter, co -chairman of the SPBA China Preparatory Committee and deputy editor -in -chief of Joint Zaobao, pointed out that based on different national conditions, the SPBA China Preparatory Committee has made some adjustments with the Chinese market.
First of all, we did not use the name of the LSquo; the name of the gold brand award, and the name was promoted to LSquo;Secondly, for the first time, we launched LSQUO; Lianhe Morning News China's top ten industry leader brand awards RSQUO; to praise those brands that have become bigger and stronger in various industries in China and have become bigger and stronger, and they have achieved leadership.It is an international brand.
Li Guangdou, a well -known brand strategic expert in China, has assisted Chinese companies in marketing and brand planning since 1990. He is also a consultant to the SPBA Chinese project.
He believes that with the 18 -year -old Singapore Gold Brand Award with a long history of 18 years, it can become a high -end platform for the expansion of Chinese brands and assist Chinese brands to establish Asian benchmarks.
Especially in the next 40 years of China's reform and opening up, we must enter a new era of brand economy. At this time, we must learn from and use Singapore's successful experience and bridge platform to interpret the value of Asian brand value and shape the leader of Asian brands.
Lianhe Zaobao Top Ten Industry Leading Brand Awards
● China Telecom (China Telecom)
China Telecom (Asia -Pacific) covers 15 countries, launched, invest and build a large number of sea and land cables worldwide, is also an integrated service provider of smart innovation products.
● Ctrip
The leading online tourism service company in Asia has 300 million users.The group successfully created the brand, including Ctrip and Go, and Trip.com and Skyscanner.
● Gujing Gongjiu MIDDOT; GujingGong Liquor Yearly Yuan-JIANG)
Anhui Gujing Gongjiu is the eight famous wine companies in China. The core strategic product Gujing Gongjiu MIDDOT; the year's slurry is loved by consumers with its unique craftsmanship brewing technology.
● Haidilao
Internationally renowned catering company.In more than 100 cities in China, Hong Kong, and Taiwan, and 466 direct business stores in the world, there are currently more than 36 million members and nearly 70,000 employees.
● Red Dou Group (HODO)
In 1957, the group currently specialized in four major areas of textiles, clothing, rubber tires, red beans, and real estate.
● Huawei
The world's leading ICT infrastructure and smart terminal providers are committed to building an intelligent world of all things.At present, business is in more than 170 countries and regions.
● Industrial and Commercial Bank of China (ICBC)
The world's leading large bank.The comprehensive bank license issued by the HKMA in Singapore is also the only RMB clearing bank in Singapore.
● Petrochina
China Petroleum International Institute (Singapore) Co., Ltd. is an operating center of PetroChina in the Asia -Pacific region. Its business spreads in more than 20 countries, with an annual trade value of more than 80 billion US dollars.
● Tsingtto Beer (TSINGTTAO)
The long -established beer manufacturers in China have ranked first in the Chinese beer industry for 15 consecutive years, ranking among the top 500 in the world brand.
● Ren Heng (yanlord)
Listed companies focusing on the development of high -quality residential international communities and comprehensive commercial projects.At present, the business has expanded to 15 key high -growth cities in the five major economic zones in China.
China Supreme Brand Award
● Mandarin Travel
Xin Shangwei was established in 2011 and is a 4A -level travel agency in Shanghai.It has a comprehensive online service platform, including online booking websites, WeChat, Weibo, etc.
Asian Supreme Brand Award
● Breadtalk
Enterprises known for innovative bread consumption culture, business in 17 countries and the Middle East, in Asia and the Middle EastThe district, including more than 300 stores in more than 30 cities in China.
● Changyu NOBLE DRAGON
Zhang Yu has ranked first in the industry for more than 20 consecutive years in the Chinese wine market. The products are exported to more than 70 countries. They have deployed 14 large wineries, 21 factories, and 250,000 acres of vineyards.
● 360 Security Technology (360 Security Technology)
Leaders in the field of network security have reached the world's leading level in key areas such as network security big data, vulnerability mining capabilities, and the discovery ability of APT attacks.
