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The road to a strong country with national brands

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So far, no internationally renowned brand is borderless. Brand not only has national boundaries, but also represents a country's core competitiveness, national cohesion and national interests. Take the United States as an example Even though Coca-Cola, McDonald's, Microsoft, Citigroup, Ford and other brands have spread all over the world, they have been recognized by consumers and promoted the world economy, but who does not know that they are Americans! Most of the profits they create also belong to the United States.

However, China, as a world processing factory, has world-class production and processing capacity, but why can't it come up with a brand branded with China? Why can't we create more ideas from China and China and replace "Made in China" with "Made in China"? Regarding the brand of China, Liu Changle, Chairman and CEO of Phoenix Satellite TV, once said: China is a poor country with a brand, but it is also a poor country with a totem brand. Without a strong brand strategy, it is impossible to forge a totem brand; Of course, without a totem brand, a brand power can never be realized. A country lacking brand support can only be branded as a "world processing factory" forever and live at the bottom of the industrial value chain forever. All citizens can only be the sweaty "wage earners" of multinational companies forever, and always make wedding clothes for others!

The core of national brand is national culture.

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"National is the world's" is applicable to all fields, but all world-famous products bear a profound national imprint, symbolizing a highly concise national culture, which outsiders cannot imitate and create. Therefore, it is loved all over the world. When a brand is deeply branded with a certain culture, its influence will be as expansive as the vitality of culture. For the absorption, integration and innovation of traditional culture, it is the winning secret of every world-class enterprise giant to organically integrate commercial elements with cultural elements, enhance industrial competitiveness through large-scale operation, and thus realize industrial revival under the cultural heritage.

Throughout the national enterprises in China, although the brand appeal has always emphasized the national characteristics, there are very few brands that truly recognize the national characteristics of their products and endow them with national cultural connotations. For example, Bawang Shampoo, Yunnan Baiyao and other brands with national characteristics can be described as one in a million, and the rapid rise of the above two brands in a few years is also based on this. It is this small shampoo and toothpaste that can refine the national culture of China to the extreme, become one of the material carriers of Chinese civilization, and integrate into the connotation of the times while maintaining the cultural heritage. Especially Bawang Shampoo, not long ago, Chinese herbal medicine nursing secret recipes including Qu Zhi Shengfa Recipe, Shouwu Heifa Recipe and Quxie Zhiyang Recipe were listed in Guangdong Lingnan Traditional Chinese Medicine Cultural Heritage Protection List, and were recognized as "Chinese Medicine Family". This has played a positive role in promoting the development of Chinese medicine industry; This also proves the fact that Chinese medicine can be perfectly integrated with modern life through product innovation and reshaping consumption patterns, and can promote the breakthrough growth of Chinese medicine industry. This has forced many entrepreneurs in China to reflect, and it is worth signing more contracts for China national enterprises. Marketing products with culture as the medium and promoting Chinese Millennium culture with China-featured products are the only rules for the success of national brands.

Three fulcrums of national brand development;

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Fulcrum one:

State support; In the past, in order to meet the people's material needs, the state advocated vigorously developing production and temporarily giving up the road of brand building; But times have changed, and the old ideas are no longer suitable for the development of today's world. The state should strengthen the education of development concept for all citizens, reverse the old development concept and focus the public's attention on brand development. At the same time, the protection of national culture is also one of the key protection objects. Carrying forward Chinese culture and establishing people's sense of pride and belonging to traditional culture are the spiritual pillars for the sustainable development of national brands.

Fulcrum 2:

Enterprise persistence; There is a famous saying in the shopping mall: it is difficult to start a business, and it is even harder to keep it; How many national enterprises have expressed their voices. For many years, national brands have been struggling under the heavy blockade of foreign capital. In order to control the China market, foreign brands do not hesitate to hurt people, and suppress national enterprises by means of acquisition war, channel war and price war. However, most enterprises either can't resist the temptation or can't stand the blow, and they dismount and retreat one after another. Only a few enterprises can persist in the turbulent wind to the end. But in fact, most of the national brands that have withdrawn from the market under adversity are not lack of self-confidence, but are more humble to themselves. If they suffer a little setback, they will be unsustainable and all their efforts will be wasted. Existence is valuable. Who knows if you hold on a little longer, you won't wait until it clears up?

Fulcrum 3:

State support; Undeniably, compared with foreign brands, the average strength of national brands is still at a disadvantage, and it is understandable and even worth encouraging that everyone pursues better and better things. However, the development of national brands requires us to treat them fairly. National brands are not inherently inferior to foreign brands, and even national brands have profound cultural connotations that foreign brands cannot match; As consumers, don't blindly pursue foreign brands, as long as they are treated rationally and fairly, it is already the greatest support for national brands!