He Jinlin: International deposit of five traps is the core of the brand

China's top 500 companies issued and China's largest enterprises summit in the crisis era after September 5, China's corporate Globalization Road Forum. The figure is He Jinlin, Vice President of 31 Group Co., Ltd.　　(Photo source: Sina Finance and Economics Liang) 2010 China Enterprise 500 issued and China Enterprise summit after September 5 crisis era Chinese Enterprises Globalization Road Forum, He Jinlin, vice president of Three Group Co., Ltd. spoke.　　Liu Donghua: How to look at the internationalization of Geely, the future success and failure of the expected, through the anatomy of it, we put the globalization of this matter a little more delicate expansion. He Jinlin: The road to internationalization is a long way to China and a bumpy road. Why? Because the history of Chinese enterprises and the development of the status quo, is not particularly advanced, and the gap between the world is still very large, we take the internationalization of the time, 31 walked an independent characteristics of internationalization, we go to build factories. Why we do not take the road of mergers and acquisitions, and the road to build factories, mergers and acquisitions is a rapid expansion of means, we mainly feel that this is a self-knowledge of Chinese enterprises.　　We do not underestimate ourselves, we feel that Chinese enterprises to go to the world, I personally think there are five major traps. The first large trap is a cultural trap.　　In the 80 's Japan was a great annexation of the United States, the success rate of less than 20%, Japan, how to learn the best country, even so.　　The second is the law trap, today Wang is coming, he mentioned 31 and Germany lawsuit problem, many countries ' legal background and China, such as the issue of dismissal of workers, caused the Union strongly opposed.　　The third management trap, Chinese enterprises can manage world-class enterprises, I can not say that we should have self-knowledge. Four capacity of rigid trap, we buy and a business, rigid existence, encounter last year's financial risk how to do? Layoffs, no layoffs?　　It's difficult to raise a flag. V. The trap of corporate governance, corporate governance in the United States and China's corporate governance is not the same thing, trap is also very deep, 31 of these years with the industry characteristics of a road, the final results proved to be relatively sound, comrade Li Shufu has such a great courage to take the world famous Volvo as its own,　　As a Chinese all rejoice. Ms. Wang and Mr. Hao mentioned the internationalization of the brand, which I think is the core. I remember one economist who said that if quality produces value, the brand produces super value. I remember one time when I was talking to Mr. Aifeng, the father of the Chinese brand, I asked Mr. Aifeng a very sharp question, "what does that mean?" We mentioned the brand, first of all think of popularity, reputation, customer loyalty, right? Yes, not exactly. What is the most important brand? As I understand it should be a premium, what Mr. Mao is talking about is super value. If our brand is off the premium and out of the super value, the brand itself is a big discount. For example, in recent years, there are some well-known international brands, check the profit margin, very poor. 31 These years althoughHowever, the rise of China's urbanization 31 followed the rise, 31 of the volume is not very large, 07 years over 10 billion, 08 across 20 billion, 09 across 30 billion, this year is fully confident across 50 billion, our own volume is not the largest, I tell you the fact that in China's machinery industry market capitalisation is the first　　, the highest market value reached more than 60 billion, now has more than 50 billion, not only the construction machinery, the whole machinery industry market value for the first? Second, in November last year, Hong Kong listed 31 International, a year of the Hong Kong stock market downturn, we all know that China has a few very famous companies listed in Hong Kong, the result? Instead of offering a price, it raised 46%, creating the miracle of Hong Kong's stock market, which has a market capitalisation of over 20 billion. What is the value of the market? Contains the profit, finally will produce the market value, indicates the brand, if the investor does not value your present, is hopeful to your anticipation, will put the real gold silver to you? Different from the output value, different from sales, it is true gold and silver, each investor to your recognition, I personally followed by Ms. Wang and Mr. Hao's words to talk about the brand's most important attributes must be super value, the brand important attribute is necessarily a premium. For the listed companies, the brand will eventually appear in the market value of excellent performance. We hope that Chinese enterprises to have ambitions, go out, we go out is not simply to sell a little things outside, occupy the external market, the fundamental is the advantage of the Chinese brand Gao Yang. Thank you!