China has enterprise brands, but no product brands. Without the existence of product brand, enterprise brand is only a shell. The export profit of industrial products of manufacturing and processing enterprises is declining, while the market share of foreign brands in China is increasing. Therefore, it is also the focus of discussion to build Chinese brands to gain premium capacity in export and domestic markets.

Products with good brands will indeed get a higher premium than general brands and ordinary products. Large brand enterprises will invest a lot in design, quality, product characteristics, promotion and brand management to ensure a high perceived value in the minds of customers, and these investments will get high price and return rate as return. Haier, a famous brand in China

But most Chinese companies are reluctant to make these investments, so they lose the opportunity to make higher profits. These enterprises are guided by emerging industries, not consumers. They don't think they have enough brand management experience to ensure that they can get a return on high investment. So they chose to put ads instead of brand building. Learning is important, but good brands are produced from bold practice.

1. Brand is value commitment

There is no quick solution to the imbalance between Chinese brand and foreign brand. In a long-term solution, we have to think about something. Among them, most importantly, a strong brand must have a deep brand in the country of origin of the brand. Just as French red wine represents the emotional image of France, Italian fashion represents the elegance of Italy.