Lack of soft power makes for weak brands
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He Weiwen (Vice Chairman of Global SME Union)
We often say that companies should become larger and stronger. This is right but not comprehensive. The core is to be strong, but not necessarily large.
We should be the strongest in the world with the unique products.
While brand is about product, the enterprise is the most important. If the enterprise is very famous and trustworthy, its products can naturally enter the market. We should vigorously encourage private enterprises to create their own brands. Therefore, we cannot rely on monopoly enterprises to create brands.
Moreover, the problem of bad quality, poor reputation and fake commodities is very serious for Chinese products. In 2008, among 26,415 counterfeit products seized by Japan Customs, 21,529 products were made in China, 81.5 percent of the total.
Many Western countries think of Chinese products as fake, low-quality and poor. After the incident where toys made in Foshan were found to contain excessive amounts of lead, the US Congress said that "Made in China" has become a warning sign. This is not the mainstream of Chinese enterprises, but it is enough to ruin the entire sales market for China.
Wang Penghu (General Manager of Corporation Banking Division, China CITIC Bank)
It should also be noticed that, although our enterprises have entered the global market, Chinese banks haven't gone outside like our enterprises. In the international experience, when the European powers exported capital, financial institutions went out together with industrial capital.
In addition, financial institutions went even further. They not only invested in local markets but also helped set up local plants and provided accompanying services.
However, our domestic financial institutions still haven't reached that level. Some enterprises are worrying about funds and financial services in the process of expanding oversea markets.
Long Yongtu (China's chief WTO negotiator, former secretary general of the Boao Forum for Asia)
In the second half of last year, I had a meeting with the Mayor of Chicago. He led a large delegation to attract investment from China, and wanted Chinese enterprises to invest in Chicago.
It indicates that the US and Western countries are ready to welcome Chinese enterprises to enter their markets. Enterprises are the carriers for the brands. If our enterprises don't go outside, it is difficult for Chinese brands to go global.
Confronted with such a new international environment, we should have the confidence to strengthen the strategy for Chinese enterprises and brands to go global. Chinese entrepreneurs should aim to succeed after dominating the market and to dominate the market after having the brand.
There is an old saying: No diplomacy for a weak nation. But weak nations also have no brand. A weak country with poor economic vitality cannot nurture the brands with global recognition.
