Brand: The "Short Board" And Hope Of China'S Economy

In the first half of this year, China's gross domestic product increased by 10.9% over the same period last year.

At the same time, the total import and export volume also reached 795 billion 700 million US dollars, up by 23.4% over the same period last year.

But at the same time of rapid economic growth, there is also a "brand worry".

According to the statistics of the United Nations Industrial programme, there are 85 thousand kinds of famous brand goods in the world. Among them, developed countries and newly industrialized economies have more than 90% of famous brand ownership, while our country has few famous international brands.

In the list of top 500 world brands released recently, the United States has 245 seats, nearly half of the total, while China's brands only account for about 1%.

In the recently concluded campaign of "brand Wanli", the reporters found that even domestic enterprises with a certain brand awareness have exposed the defects of low brand technology content to varying degrees.

Some enterprises in Shandong, Jiangsu, Zhejiang, Fujian and Guangdong now have certain advantages in the market, but they do not have any advantages in mastering the core technology, especially in the household electrical appliance industry.

Jiang Zengwei, the Vice Minister of Commerce and leader of the leading group of "brand Wanli", said that China's brand development is still in its infancy, and its own brand building is relatively weak. It is characterized by a small number of well-known brands, a short life cycle of the brand, and a weak capability of independent innovation.

These are not commensurate with the total economic volume, the speed of economic development and the position in world trade.

Huo Jianguo, deputy director of the Ministry of foreign trade of the Ministry of Commerce, believes that the reasons for this situation are mainly two: first, the brand awareness of Chinese enterprises is indifferent; two, the macro environment conducive to brand development has not yet formed.

Brand is the international competitiveness, brand lacks, is a "short board" of national economic development.

Research shows that China, as a major exporter of textiles, exports more than half of its garments to export processing. More than 30% of them are imported from countries with trade marks and styles, and only 10% of their own brands are made.

Statistics show that at present, all kinds of import and export enterprises in China have less than 20% of their own trademarks, and the proportion of their own brand products exports in the total export volume is less than 10%.

Without brand as a leader, Chinese enterprises can only earn a small amount of processing fees in international competition.

Zhou Di, director of the Energy Research Institute of the national development and Reform Commission, said that China's foreign trade is mainly involved in processing and manufacturing sectors. This mode of foreign trade, which relies largely on input to obtain growth rate, makes energy consumption and resource consumption of unit products too high, which has aggravated the pressure of energy sources, resources and environment in China.

This extensive growth is difficult to sustain.

The "11th Five-Year plan" put forward "the formation of a number of dominant enterprises with independent intellectual property rights and well-known brands and strong international competitiveness" as the goal of China's economic and social development, which provided opportunities for brand building.

"To have its own core technology and have a global brand of the nation" has become an inevitable requirement of economic development.

At present, some brands of enterprises in Hebei, Shandong, Jiangsu, Fujian and so on are still "embryonic", but the government is eager for the brand to rise. The Qingdao has always closely integrated the cultivation of famous brand products, cultivating famous brand enterprises and training famous entrepreneurs, and paying attention to maintaining the stability of the enterprises, and not easily adjusting the main responsible persons of the famous brand enterprises.

The introduction of a series of reform measures has fundamentally mobilized the enthusiasm of the operators.

In Zhejiang, Shanghai, Guangdong and other places, enterprises are striving to create brand names. They have proposed increasing investment in research and development, attaching importance to technological innovation and strengthening brand building.

Shanghai explicitly proposed to cultivate a number of new and high-tech brands.

In the first half of this year, the Ministry of Commerce launched the "brand Wanli" activity, hoping to arouse the brand awareness of enterprises and even the whole society as a starting point, and strive to cultivate a number of independent well-known brands with comparative advantages in 2010, so that the ratio of independent brand exports to the total export volume of the country will reach 20%.