In today's international market, how many standards in the cosmetics industry are based on Chinese standards? Some of our local brands are exported to other countries, but Chinese standards are not recognized there; whereas in the Chinese market, some imported brands force us to recognize and implement their national standards. When local daily chemical brands express their helplessness, how many companies stand up to speak and protest?
I believe that Chinese brands must participate in setting these global industry standards. And in setting global daily chemical product standards internationally, they must respect China, which has a quarter of the world's population. The bosses of some local Chinese brands are often fickle.
Many local brands, after having accumulated a certain amount of resources and foundation, quite arrogantly embark on diversification. Diversification is not impossible, but it depends on whether they have the strength, operational ability, and management capability.
In fact, many bosses who have painstakingly accumulated brand equity through brand operations start to "operate diversely, manage multiple industries, invest in finance and real estate, acquire and merge with other industries, and sell or transfer their brands," ultimately leading to the company being "distracted, funds diverted, talents lost, management in chaos, and the brand dying."
Therefore, for Chinese local brands to compete with international brands, they must focus. By focus, I mean "single-mindedness, professionalism, and dedication." Doing one thing well is enough. Chinese local brands should show more respect to Chinese consumers.
There was a multinational daily chemical brand that had consumer allergy incidents simultaneously in both the U.S. and China. Consumers in the U.S. received high compensation, while our Chinese consumers were rejected. They said it was due to improper use by Chinese consumers and also claimed that this product is much better than many products made in China. They even pointed out that Chinese products often have similar issues without any compensation.
Regarding this incident, local enterprises need to reflect. The attitude of local brands towards domestic consumers will directly affect the attitude of international brands towards consumers.
Thus, while we call for Chinese brands to have fair competitive rights with international brands, Chinese consumers should enjoy consistent brand promises and equal consumption treatment as consumers in other countries. This requires the effort of local brands.
Chinese local brands lack integrated marketing planning
I want to emphasize a concept: Chinese brands lack capital integration and team strength during operations. A 21st-century comprehensive brand integration marketing strategy needs to integrate various factors such as "regions, business opportunities, industries, sectors, channels, media," etc. The moment a brand truly releases its impact is when all carriers related to the brand are integrated into a brand value chain, making the brand assets richer and ultimately achieving win-win results for all parties.
Therefore, in the next step, local brands can consider forming a strong brand fortress team by integrating the above six major factors. In this way, each brand, under the protection of the team, will be more substantial and have staying power.
Chinese brands sometimes "have hearts too soft"
In terms of crisis public relations, compared to international brands, I feel that Chinese brands are always "too soft-hearted."
Recently, many industry crisis events have occurred. After these crises, Chinese consumers no longer blindly trust the quality commitments and so-called high technology and high quality of international giants. In reality, Chinese consumers, who have returned to rationality, expect local brands to stand up and talk, and hope that local brands can meet their consumption needs for "safe, environmentally friendly, green, and healthy products."
However,