In the context of globalization, we are extremely cautious about the use of terms like "Chinese-style."
Since the phrase "with Chinese characteristics" was introduced, expressions like "Chinese-style xx" have proliferated. In reality, what Deng Xiaoping referred to as "Chinese characteristics" went through intense trial and error processes such as the "cat theory," "development theory," and "stone theory!" Despite the inseparable connection between a nation's economic development model and corporate management practices, is there really a path for "Chinese-style brands?" In the era of economic globalization, our response to this question is somewhat cautious.
What is a brand? A brand is a trademark, product name, reputation, and the overall inner experience consumers have with a particular product. There are many definitions of a brand, but the one most familiar in Chinese business circles is: "A company's success depends on its brand, and behind the brand lies culture." This statement not only reveals how important this special symbol is to a company but also expresses that the significance of a brand lies not in its surface-level symbolism but in what lies beneath it.
In the age of globalization, what is the meaning of a brand? As the WTO process advances irresistibly, when market barriers fall one after another, and international capital giants enter China, the smoke of brand encirclement wars rises, and a series of mergers and acquisitions leave people speechless. The power of a brand has both broadened the horizons of Chinese enterprises and delivered a wake-up call: a brand is a symbol of a company's soft power and a condensation of its hard power!
Today, globalization has become a major trend, and companies must eventually face increasingly fierce competition. In changing market environments and on new competitive platforms, where should Chinese enterprises go? What is the core essence and value of Chinese-style brands? These are questions all companies must answer.
The unique backdrop of globalization requires Chinese-style brands to possess two layers of meaning simultaneously: first, localization. Chinese-style brands must focus on China's unique market environment, closely monitor the complexity of consumer groups, the peculiarities of brand acceptance psychology and consumption behavior in China, and seriously study how Chinese brand culture and consumer soil can coexist and mature together. Additionally, they must research how to cultivate and shape Chinese brands according to general branding rules. Second, globalization. Nowadays, daring to participate in international market competition and global brand contests has become a benchmark for measuring an excellent brand. So, how should Chinese brands establish their own value systems to participate in international competition? How should they build their core capabilities and competitive advantages? How can they carve out a sustainable growth path? The contemplation, response, exploration, and practice regarding these questions will be the logical starting point for establishing Chinese-style brands.
China lacks brands and even more so, lacks big brands. The reason the United States is powerful is because it owns nearly 50% of the "World's Top 500 Brands." France, Japan, and Germany are strong because they possess numerous world-class brands. After years of market baptism, in 2007, the number of Chinese brands entering the "World's Top 500 Brands" finally increased to 12, but among manufacturing brands, there were only Haier, Lenovo, and Changhong. If judged by key indicators such as market share, brand loyalty, and global leadership, facing the ever-changing and unpredictable international market, it is still difficult to predict the long-term future of these brands. For China to cultivate "brand giants" like Mercedes-Benz, General Electric, Coca-Cola, or McDonald's, the road ahead will be very long.
Faced with a multitude of international brands, what is the future for Chinese brands? Research from Liangdian Network found that the contribution rate of a "national brand" to a corporate or product brand reaches 29.8%, which is quite significant. For example, the "Made in Germany" brand has made outstanding contributions to Germany's economic growth, and the "Made in Germany" label enjoys immense popularity in the global market.
What are China's "national brands"? Faced with this question, it seems difficult for us to answer. China has a 5,000-year-old vibrant history and culture—this is our instinctive reaction whenever we encounter cultural conflicts with the West. So, what precious legacies has China's long history left us? In other words, what resources can be turned into large industries and support Chinese enterprises in participating in international market competition? In today’s globalized world, this is a question that cannot be swayed by cynicism or youthful indignation.
Take just one example: Traditional Chinese Medicine (TCM) embodies thousands of years of Chinese wisdom, with Shennong tasting hundreds of herbs and Fuxi creating the nine needles, laying the foundation for Chinese medicine. With the arrival of an aging society, changes in health concepts, and the transformation of modern medical models from biological models to ones combining biology, psychology, society, and the environment, global natural drug usage is gaining attention. Western developed countries such as the United States are gradually accepting compound drugs, and Chinese patent medicines show significant international market potential, making TCM one of China's most distinctive and promising intellectual property sectors. Experts estimate that within the next 5 to 10 years, the industrialization of Chinese medicine will increase significantly...
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