Chinese Brands Going Global
中國品牌走入國際化
分享者/蔡雨庭
原文網址：http://meetschmitt.typepad.com/schmittblog/2007/04/chinese_brands_.html
打造品牌在中國已經變成一個熱門話題。大家都在問：中國是怎麼把他們的品牌轉成國際品牌的？代價是什麼？我們何時會看到中國一些國際品牌？等等。其實中國早就有如Lenovo和Haier等國際品牌，而且如果把國際品牌的定義放寬一點，你可以把北京奧運和上海都算成國際品牌之一。當然，中國政府與公司都有更遠大的志向。所以是什麼讓他們不敢踏出那一步？他們的束縛又是什麼？
這些都是今天在交通大學舉辦的上海品牌發表會上被大家所爭論的，也是我這幾年創造的國際領導品牌網絡的核心之一。大家的共識是，大陸公司很懂得如何打造品牌。所以並非是不瞭解品牌的know-how讓他們裹足不前，而是財務和整體組織的問題。再加上，龐大的本土市場，超過一千萬的大陸消費者，讓他們仍可以有可觀的成長而不用面對進入新國際市場的困境。相較之下，本土市場較小的台灣就得積極追求品牌國際化。
然而，當我見識了上海車展，某些中國產業，像汽車產業都卯足全力的往國際市場擴張。一些中國汽車製造商正在生產汽車給海外市場，而有一些汽車廠商早已讓他們的品牌在國際車展中嶄露頭角。
Branding is become a hot topic in mainland China. Everyone’s asking: How can Chinese companies turn their brands into global brands? What does it take? When will we see the first few global brands coming out of the P.R.C.? And so on. Well, there are already Lenovo and Haier, and if you define a brand a bit more broadly, you can count in the Beijing Olympics and Shanghai, the city, as well. But surely, the Chinese government and Chinese businesses have larger aspirations. So what’s holding them back? What are the constraints?
These were the issues debated at the inaugural Shanghai branding conference held today at Jiatong University, as part of the Center on Global Brand Leadership network that I have created over the last few years. The consensus: Chinese businesses know all about branding. What’s holding them back is not a lack of know-how, but financial and organizational issues. Plus, a huge local market--over a billion consumers in mainland China--that still offers significant growth without facing the challenges of entering new markets. By comparison, Taiwan (a much smaller local market) is further along in pursuing global branding. (Same reason that the Dutch speak better English than the Germans.)
However, as I witnessed at the Shanghai Auto Show (see picture above), certain Chinese industries – like automobiles – are fully geared toward international expansion. Several Chinese car manufacturers are creating products for overseas markets, and some have already shown their brands at international car shows as well.
