Views: 0 Author: Site Editor Publish Time: 2024-10-14 Origin: Site
A brand, if it only occupies a certain position in a very segmented market area, has high popularity and reputation but limited sales; Or just selling well but with limited visibility and reputation – that's not enough. Becoming stronger and bigger is the dream goal of almost every brand that is interested in the global market, and it is also the direction of innovation and development of Chinese brands.
On June 14, 2023, the "Kantar BrandZ Top 100 Most Valuable Global Brands" list was released, with a total of 14 Chinese brands on the list, and the top 10 are: Tencent, Alibaba, Moutai, Douyin/TikTok, Meituan, Huawei, Haier, JD.com, Industrial and Commercial Bank of China and Shein.
On June 15, Google and Kantar released the list of "China's Top 50 Global Brands", and the top 10 are: ByteDance, Xiaomi, Lenovo, Shein (Shein), AliExpress (Alibaba's cross-border e-commerce platform), Huawei, OPPO, Haier, Hisense and vivo.
In addition to the e-commerce platform Alibaba, there are two brands that represent Made in China in the real economy - Huawei and Haier.
In these two lists, Haier has achieved steady improvement in its rankings: in the Kantar BrandZ Top 100 Most Valuable Global Brands, Haier ranks 59th in the world, four places higher than last year; In the list of China's top 50 global brands, Haier ranks 8th, ranking first in the industry.
The data and rankings summarize the past and point to the future. It can be said that Chinese brands such as Haier provide a model for enterprises to learn from.
According to the academic research on the internationalization and globalization of enterprises, a basic consensus is that the process of enterprise internationalization is the process of establishing and developing network relationships in the international market network. For a long time, multinational companies from developed countries have mastered the dominant power in the global business network system, and are the core enterprises in the network, and their global resource integration ability and global network system control ability have greatly affected the overall pattern of business network.
This pattern has gradually been broken with the rise of Chinese brands in the global market.
Taking Haier as an example, when going abroad for the first time, some foreign companies approached Haier, hoping to go overseas in the way of OEM for them, although OEM can have 3%-5% profits, but it is difficult to create their own brands overseas. In the end, Haier resolutely decided to insist on creating its own brand instead of OEM export.
Creating your own brand is an extremely difficult job, and it doesn't happen overnight. From 1991 to 2016, it took 26 years for Haier to achieve revenue balance in overseas markets. Soon, companies like Haier organized their production networks and business networks through brands, entered the core of the manufacturing network more quickly than OEM companies, and gradually mastered key resources and core technologies.
Today, we are standing at a new inflection point of globalization, and export brands are also facing new opportunities and challenges. How to let more overseas users recognize Chinese brands in a more complex international environment and use globalization to resist market uncertainty is a new topic for Chinese brands. The most difficult path is often the most effective, and this experience is equally valid in the new journey of global brand creation.
"Despite the changing circumstances, consumers' perceptions and attitudes towards strong brands remain stable." Wang Xing, CEO of Kantar Greater China and Global Chairman of BrandZ, said.
How to build a strong brand? Zhou Yunjie, Chairman of the Board and CEO of Haier Group, said in a dialogue with Wang Xing, "A true brand should not only stay at the level of products and services, but should rise to the level of human value. ”
In fact, the English word for brand is Brand, which means "brand", and in layman's terms, it is the degree of consumer awareness of products and product series.
In other words, to measure the value of a brand, we must first look at the value to users. So the first level of "people" refers to users.
Taking Haier as an example, in response to the differentiated needs of users in different regions of the world, Haier has implemented localized R&D - it has established 10 R&D centers around the world; Localized manufacturing – 35 industrial parks and 138 manufacturing centers around the world, as well as localized marketing – has entered the mainstream retail channels of major developed countries, and established a 24×7 service system overseas. This "three-in-one" layout has actually contributed to the formation of a global business network with Haier as the core enterprise.
In this way, global users have become the biggest "beneficiaries" of Haier's global business network and supporters of the globalization of Haier's brand. For example, Thailand and other Southeast Asian regions are very hot in summer, and local people turn on air conditioners and drink smoothies all year round, Haier has developed a patented self-cleaning technology for air conditioners according to this feature, and specially designed a variable temperature zone on the refrigerator that can make smoothies and cold drinks, and uses technological innovation to adapt to the living habits of local users. Data show that in 2022, Thailand's home appliance industry as a whole will fall by 7%, Haier Smart Home will increase by 15%, the market share will rank among the top three, and household air conditioners, freezers and other products will rank first in the local brand.
The second level of "people" refers to employees. "All people in the world, regardless of region or ethnicity, want to be respected and realize their values. Haier has always adhered to the principle of 'maximizing the value of people', actively promoted the Rendanheyi model, explored the creation system, stimulated everyone's innovation vitality, so that everyone can continue to create user value, and injected inexhaustible impetus into brand building. Zhou Yunjie said.
Brand is the core asset of an enterprise, and people are the core asset of the brand. Grasp the "top priority", Chinese brands can sail to the sea and achieve s.
The report mentions an interesting trend in China's Top 50 Global Brands: 10 brands are new entrants to the list this year, seven of which are manufacturing and technology brands with industrial capabilities.
The 2023 Kantar BrandZ Top 100 Most Valuable Global Brands list also shows a similar trend: technology brands are once again the most representative brands in the top 100, with Google and Microsoft ranking second and third respectively, and the overall value of technology brands accounts for the largest share of the top 100 brands.
Technological advancements are driving paradigm shifts in all fields, and the paradigm of branding and branding is no exception. On May 10 this year, He Jiaxun, director of the National Brand Strategy Research Center of East China Normal University, proposed that the core goal of brand management, which originated from the practice of the European and American markets in the last century, is to create added value beyond products, but in the era of AI technology and intelligence, the product power supported by scientific and technological innovation has become the most important competitiveness, occupying an increasingly core position in the brand value structure. In a word, it is "scientific and technological innovation and progress create the next generation of brands".
Chinese brands that are highly recognizable and timeless in the world often focus on the "two-wheel drive" of user communication and technological innovation.
Haier regards localized R&D as an important pole of the global trinity layout, and has built a 10+N open innovation system around the world, each R&D center is a local R&D headquarters, and each innovation center is a contact point for local innovation resources, covering global innovation highlands such as United States, Japan, Germany, Korea, India, New Zealand, Mexico and Shanghai, China.
As a result, Haier has continued to produce more than 200 original scientific and technological achievements, improving the global experience of a better life, becoming the setter of international standards and the first of the double-span national teams in the field of industrial Internet, and breaking through the international blockade in high-end technology fields such as aviation temperature-controlled containers and high-end medical equipment gamma knife. A series of excellent technical business cards have jointly created the "scientific content" of Haier's ecological brand.
Strengthening the country with science and technology and becoming a strong brand are the two main lines of high-quality development of Chinese enterprises in the new era. The "Three-Self Classic" of Haier's brand creation has also inspired more Chinese enterprises to hand over their "brand business cards" to the world.
