The most lively news these days is nothing more than the story of drop taking, American League taxi and mob. But if we just focus on this, we must miss a few things. For example, the industry has picked up a “Chinese brand” style.
In March 26th, Jingdong supermarket will carry over 300 Chinese time-honored brands and local time-honored brands. But a few days later, Tmall hosted a thousand thousand live broadcast for many Chinese time-honored brands, and launched the “day font” upgrade plan. More interestingly, the low profile Temple library, at the end of March and early April, promoted a series of brand related initiatives. First, it launched its own cocktail brand, then entered the custom version of Chu citrus in agriculture, and signed hand ontimeshow/top100 to sign over 300 original designers into the Temple store…
China’s branding seems to be activated in a flash.
Chinese brand loss
Some people say that hotels in Shanghai can not be rated by stars. For example, Astor House Hotel on the east side of Wai Bai Du bridge. The stars are also Samsung, but the old Shanghai people know that it was once called the “Far East first hotel” hotel.
In 1920, Russell came to Shanghai to study in Shanghai and live in “ritual lookup Hotel” 310; two years later, 304 next to Einstein’s stay; fourteen years later, Chaplin, who had just finished “modern times”, took her newly married wife to 404 of the scientists. The friend of the Chinese people, snoy Li, is the most historic hotel. There are still a lot of overseas travelers to this day.
Time flies, the time machine settles down these people, these things are the classic of the physical world, which is the breadth and depth of the brand.
Talking about the brand, there must be four petals of LV, Burberry of English lattices, and Hermes, No. 24 on FB Street… These were born in the last century’s giant star brand. From the perspective of Shuo Wen Jie Zi, we can see that “brand” can not be separated from two dimensions, one is quality and two is order. Quality is the base to support the product. In addition, the order shows the cultural characteristics other than the function of the product. The culture brings out the value of the product, and it matches the different groups. Of course, the formation of order takes time to grind and temper.
Looking back at home, it is either a Quanjude, a Tongren hall, an inner rise, etc., or the first impression of pure material such as tea, silk and porcelain.
Chinese brands have lost their voice for a long time.
With tea as an example, Chinese tea culture has a long history, but the current market is British black tea or Japanese teas. It is reported that the total export of 70 thousand tea enterprises in China was $1 billion 200 million in 2014, which was less than a half of the total global sales of $3 billion (US $3 billion).
Without brand support, China’s manufacturing industry is downstream in the global supply chain, and an apple cell phone, which is only $2 billion 500 million in China’s production and processing, is so unbearable and cruel. Relevant data show that the contribution rate of brand capital to economic growth is still very low in China, and the contribution rate in the highest year is only 4.03%.
With the development of China’s economy, the scissors effect of economic growth and brand building is more and more obvious.
Recently, the stories in the science and technology circles, the US regiment and the mo – Bai are in the middle of the day. Although China’s Internet companies have been developing for 20 years, science and technology companies have become famous brands of HUAWEI, Lenovo, Haier and Geely, but they are able to flicker in the international market. The “Chinese card” of light is still a star.
In fact, the European luxury brand originated from the royal family and the aristocracy, and because the Duke of the Windsor was favored by the Cartire leopard brooch, it made the Cartire leopard line a classic masterpiece for more than 100 years, officially because the queen Napoleon III empress ordered Guerlain as an expert on perfume, a coat of water, and the luxury of a hundred years of Guerlain. Strange…
In fact, China has no lack of brand building culture and technology. However, brand building has been irreversible.
“Made in China also has a foundation, and many exquisite handicrafts have also been handed down so far. But the Chinese way of life has been faulted, resulting in many industries being restarted. Now entrepreneurs are aware of this problem, and begin to dig and re develop some of China’s own cultural products, brand. ” Wang Jing, an associate professor of marketing at CEIBS.
There is no short cut to build a brand that takes time. However, at present, in a very active atmosphere of the Internet economy, a tidal wave of creation is coming.
The vitality of China’s Internet is unprecedented, and we can see one or two from the annual hot words. For example, 2011 is the first year of the group purchase, in 2012 ushered in the vertical electric business heat, in 2014 was called the O2O year, 2015 is a shared economic feast, 2016 is the turn of artificial intelligence, 2017 is the new year of retail.
“Spring River water warm duck prophet”, from China made to the transformation of the creation of China, in shortening the economic growth and brand shaping of the scissors, the Internet companies have a unique sensitivity, the first to walk in front of the road.
In fact, in 2017, NetEase’s strict selection led to the rise of a series of electric providers, such as products, Taobao and so on. “Strict selection mode” is also a hot word. It represents a big new e-commerce trend.
“Strict selection model” through process reengineering, directly connected with the factory and consumers, at the same time strict control quality, the first open ODM new e-commerce model, this model also led to Ali, millet, Jingdong following. Lei Jun, who makes mobile phones, has been hiding the heart of Yonghui. Last July, Mickey’s products were released, blowing the horn of the comprehensive electronic business platform, attracting many original brands to enter.
In the view of the creation, in a simple way, the NetEase strict selection is more inclined to home, and millet favors home appliances. In the upsurge of creating its own brand, there are also Taobao’s heart selection and Jingdong Beijing’s follow up. Although different models and pointcuts are different, quality control is the commonality of these platform creations.
The reason why “strict election mode” can be followed up quickly is closely related to consumption upgrading. From the demand of consumers’ quality, “strict selection” is more focused on the supply chain of material selection, manufacturing, logistics, quality inspection and other supply chain links, that is, the pursuit of quality concept renewal and iteration.
In addition, in the tide of creation, the temple library model deserves attention.
Temple library as a luxury electricity supplier first shares listed on NASDAQ bell, its fame and activity in the circle gradually rose. Temple Temple library was established in 2008, starting from the mode of second hand consignment, and then upgrading from vertical e-commerce platform to fine life service platform.
The temple library is not limited to the supply chain quality control, but is a multi pronged approach.
First, cultivate and build its own brand. A few days ago, the monastery combined with the global famous wine group Pao Li Jia launched the high end pre tune cocktail “24|7 by SECOO”, according to the temple library CGO champion introduction of the temple Library in the free brand will have more action. according to
Secondly, the ODM like mode focuses on the excavation and deep ploughing of Chinese culture. The name of the temple library was launched in 2016. Now it includes the local designer brands of different styles and different fields and the Chinese elements. The famous handicraft masters in China, the unique small workshop, the mature commercial brand, the designer brand, even the musicians and artists with very personal and cultural connotations.
For example, in April 1st, the pre-sale Temple library customized version of Chu Gan. The temple farm agriculture not only brings about one thousand meters high altitude for the users, but also the Shang Chu citrus, which is irrigated by the water of the mountain spring water, and also brings the story of Zhu Shijian and Ma Jingfen with each other with each other. The product contains the power of culture.
Third, to foster and incubate more original brands. Last year, the temple library set up a $200 million better life fund to provide more incentive and platform environments for its customers, such as the “inner rise” brand. In addition, last month, the temple library joint ontimeshow/top100 signed more than 300 new designers in the temple library channel, in the creation of the temple library and continuous excavation.
Temple library has become a new industry in its creation and brand building.
Can Chinese brands emerge from this wave of creation? Wang Jing believes that the Internet economy is a double-edged sword for China’s manufacturing. On the one hand, low cost digital marketing brings opportunities for many small and medium-sized enterprises in China; but at the same time, it makes China too fickle to see short term strategic plans.
“To be a brand must be depressed, strong, even almost paranoid. It is not the same thing to make a brand and make a big business, and sometimes even contradictory.” Wang Jingru said. Whether it is strict selection mode or temple library mode, there is still a long way to go in the way of brand building.
Because of historical reasons, the heritage of Chinese brand culture needs time to bridge. At present, the core of brand culture has not changed even if it faces the change of consumer groups, ideas and habits. For example, Muji is not a brand, nor a product. It is a way of life and philosophy: road to Jane, simple and practical. Today, this is considered to be the most representative “Zen Aesthetics” in contemporary Japan. From this point of view, the temple library seeks cultural roots and launches fine products, and simultaneously promotes the concept of fine life and so on. The temple library has endogenetic genes on the source of culture.
Will the future Chinese brand be born from the temple library? It is hard to conclude, but now, in this movement of creation, the temple library seems to be in the front.