Why it's hard to see the Chinese brand

　　as technology progresses, today's globalization has become even more intense. The internationalization process of transnational corporations in developed countries is more than hundred years, experience and brand more and more mature. From daily necessities to extreme medicine, from communications equipment to precision machining, from scooters to large airplanes, the Chinese brands have barely appeared in the position of international big-name names known as globalisation. Chinese students ' textbooks long ago write global economic integration , why have so many years of development still difficult to see the Chinese brand? Some constraints from the Chinese market and Chinese brands, is well worth our discussion.

First, the inevitable law of globalization: Science and technology to win the distance, information to achieve seamless docking trend

Today's business society, has been a global integration of the environmental model. Geo-space is becoming smaller because of several changes in transportation tools. The geographical discoveries brought by the early great Adventures laid the foundation of globalization, and the Earth people became more and more aware of the distribution of the continents. However, the limitations of technology allow early global communication to be limited by: America's American corn, potatoes, sweet potatoes, tomatoes, upland cotton and other crops and the old continent of wheat, soybeans, sugar cane spread, even if so still lay the foundation of globalization, and the development of globalization from the technological revolution, From the widespread use of steam engines to the automation of productivity improvements, to the advanced transport technologies of large freighters, trains and airplanes, their widespread use in world-wide trade practices has made globalisation truly prosperous; today, the full breadth of information has made globalisation come to its fullest. It can be imagined that globalization cannot be produced in the age of letters, the invention of the Telegraph was the most authentic step in the information revolution, and the phone was invented to make the information fast and instant, and now the combination of smartphones and networks may be a feat that cannot be surpassed for a long time to come.

In science and technology to win the distance, information to achieve seamless docking on the basis of the emergence of a lot of powerful and full of vitality of the great enterprise. Their keen global business vision and sense of smell, so that they stand out in the global business environment, such as cleaning, l ' oreal, Toyota and so on. Overall, Europe, America and Japan and South Korea's enterprises in the globalization of the game performance more intelligent. They have established a truly global business empire in different areas.

Second, the Law of Globalization: Single brand breakthrough, to achieve global market multi-brand, multi-category dividend model

The era of world-class companies operating a single brand in a region has ended. Count the two years of the world's top 500 enterprises, no one is not more than n brand and n many categories at the same time operation, such as cleaning its sales of more than 1 billion U.S. dollars brand has already more than 20, Danone's brand is also outstanding, their category covers almost all aspects of people's lives. The ability of an enterprise to operate in the same open global economic environment varies widely. Companies that are strong are not involved in global markets with a single category or a single brand. Their development model is broadly the same, initially by the strong brand of products in the global expansion of the wild, such as the vine as barbaric growth, accumulation of wealth while accumulating the experience of globalization. Then, companies gain a global brand dividend through category expansion. The most typical is the current hottest Samsung, its mobile phone, computer, washing machine, TV ... All categories share Samsung's worldwide brand dividend. This model seems simple, domestic many large enterprises are flocking, so you see Changhong's air-conditioning, Haier's notebook, Lenovo's mobile phone, but the results are not ideal, these parody practices have not gone out of the country has been lost repeatedly. The reason, the brand area and the category seemingly easy barbaric growth, behind the need for extraordinary wisdom to master.

Iii. Third World status in globalization: nurturing the role of the top brand

Single category single brand involvement in the global market is only a superficial phenomenon. Brand's regional extension, this is the overlap of the advantages of brand pedigree, so that other regional brands can not be compared to reduce the brand in the new market visibility construction. such as cleaning under the Olay is a famous brand, just stepped into China, it will no longer need to worry about brand awareness, need to pay attention to the focus of the local operation and integration of Olay. Later, the appropriate localization of the brand to the rapid development of the brands also fully demonstrated this view. We also found an interesting phenomenon similar to China's third-world market, the same industry between different categories of nausea competition is obvious, local brand development is not smooth, but from a global perspective, these local supply chain in the globalized economy often played a number of important roles, by world-class enterprises into integrated objects. The most representative of the non-sanitary industry, almost the entire industry by the world-class brand integration. Pan-Home industry in the bathroom category well-known world-class brands, such as Toto, Kohler, Le Home, inax, synthetic and even duravit such world-class brands are set up in China, but most of the sales of products are from integration. For these brand supply chain OEM factory countless, sadly China did not appear a can contend with the sanitary brand.

China is now the world's second largest economy, and we are extending the scope from China to ASEAN, and there will be a more convincing example of Ikea. Into Ikea, you can see that more than 50% of the products are IKEA in China integration, if combined with other ASEAN countries, this ratio is higher. How much does this situation make people feel? Ikea is a case of the global economic integration that has been brought about and is happening around us. From the current performance analysis of Chinese enterprises, most of China's enterprises are not aware of the importance of resource integration in the global economic integration. Even a handful of entrepreneurs are aware of this, and many reasons have pulled them back.

Iv. How far is the global road of Chinese enterprises?

From the previous analysis it is easy to see that the globalization of enterprises requires revolutionary technical support, world-class marketing wisdom and strong supply chain integration capabilities. However, these are not all the obstacles to the globalization of Chinese enterprises, and some of China's current social development in the constraints or depressions, is becoming a hindrance to the globalization of Chinese enterprises process. The main manifestations of these social constraints include:

1. Limited capital capacity of Chinese enterprises and limitations of attitude towards capital

To go abroad requires a strong capital support, and Chinese enterprises have less capital of primitive accumulation, while financing channels are not smooth. If the bank loan is limited, the private loan is not perfect because of the legal system, which leads to financial risk, imperfect operation and so on. At the same time, the majority of business executives also lack of strong heart quality to deal with large-scale financing after the operation of enterprises, the success of enterprises after some people began to "enjoy life" meeting, wine, golf, a little bit of the pursuit of the accumulation of capital into the real estate and other high profit hot money industry, The time and effort of the enterprise's future operation strategy is being plundered, how does the enterprise develop internationalization? China lacks a great entrepreneur who has the confidence and ambition to develop globally, as Panasonic has helped.

2, the Chinese enterprise brand shaping ability is far apart

China's many brand-name enterprises, facing domestic competition appears to be full of confidence, but to hit the international market, these entrepreneurs do not have much confidence in their own brands. In the face of decades of history of outstanding brands, Chinese enterprises lack of confidence in the heart, after all, in the outside can not be like China to catch up with the good times, casually hit ads can be made into brands. This has to mention Japan, although now the decline of the once powerful brands, such as Panasonic, SONG, Honda, Toyota, and so on, they also need to face the rise of the United States and Europe brand of the strong blow, the result is that they have successfully established their brand in the world position. We need to think and reflect on these enterprises in the context of the state of mind and philosophy, and then shape our own brand mentality and philosophy. Chinese entrepreneurs need to improve their brand-building capabilities to cope with the impact of international brands.

3. China's globalization-related wisdom industry lacks

The intelligence industry in the United States is well-developed, with a large number of intelligent companies such as Ogilvy and Roland Berger, and Japan has a world-class intelligence company such as electricity. China still lacks much in this respect. The lack of corporate intelligence has led to a series of chain reactions, such as the serious impact of Chinese enterprises on the world situation of the correct judgement and thus lead to investment risk, in the face of international brands and the lack of global perspective to attack and eat a breakthrough to fight back and balance.

4, Chinese enterprises lack of norms

China's most enterprises if only domestic operation is not a problem, once out of the country, it will be found that social norms, industry norms and the lack of corporate norms has become a serious constraint on the globalization of Chinese enterprises an important factor. Some of China's domestic common "unspoken rules" do not conform to international norms, in other countries difficult to carry out. For example, China's food industry, the lack of social norms has seriously affected the Chinese food enterprises in the world's survival. Of course, the specification here is premised, that is, the front of the brand profit wisdom is sufficient under the premise of the production.

There are many reasons to influence the globalization of Chinese enterprises, so it is not overnight to solve these problems. But the global economy is growing faster, left to the Chinese society and Chinese enterprises to solve various problems of the time is not much, in the face of the world's brand to the impact of China's various industries, China's entrepreneurs to wait for the natural development of society, waiting for opportunities, as a direct arm of a trouser hand down the river, to solve the problem at the