Obstacle #1: Mage competition under irregular rules
It is very difficult for a national brand to grow up.
However, the day of fame is also the beginning of public criticism. In the case of imperfect market economic systems and inadequate laws and regulations, big brands often face a disorderly, unfair, and even conspiracy market competition environment.
Brand companies are focused on the frontal battlefield, but all sorts of competitors may suddenly make a blunder in the back. It is difficult for the guns to hide from the dark arrows. Sometimes the arrows do not know where the arrows come from. Due to the lack of effective disciplinary and ethical constraints, a low-cost, but horrid method of counterfeiting can cause brands built over many years to endure years of hard work and faltering. It can be said that the thousands of miles of river banks were destroyed by ants, and ten years of infrastructure were destroyed.
In 2004, Mengniu was injured. A competitor spent more than 6 million yuan, using the "black public relations company" to organize a large number of news media suddenly made trouble, questioned Mengniu's advertising costs are too high, and then questioned Mengniu's product quality. Niu Gensheng has not settled this matter yet. The wave has risen again. Another competitor injected formalin into Mengniu milk and placed it on supermarket shelves to blackmail Mengniu. This opponent, hiding in the darkness, sent letters to health systems, institutions, schools, and institutions in many cities to spread the problem of Mengniu milk, leading to the ban on merchants selling Mengniu products in some places.
Galanz’s competitors in the secondary and tertiary markets have directed individual websites and tabloids to publish articles that maliciously attack Galanz microwave ovens. Galanz had to push an advertising company in Beijing that planned these “articles†to the dock because of infringement and damage to goodwill.
In the age of the Internet, information spreads at a geometric growth. Man-made malicious attacks may be as unavoidable as the tsunami. Many officially run brand buildings have collapsed. It was a pity that the death of the hero did not result in the first death. What has been lost is not only a brand-name company, but also a waste of valuable social costs and resources. It also disrupts the market economy environment and reduces the people's confidence. Many companies spend too much energy to protect themselves, and they are also very uneconomical.
If every company has signed up to Premier Wen Jiabao like Mengniu, causing the government's top management to focus on solving the problem, it is unrealistic. Therefore, I suggest that the government should establish a brand enterprise emergency crisis management system to identify the brands and enterprises that enter the government emergency crisis management system, and provide crisis protection for Chinese well-known trademarks and Chinese famous brand enterprises that meet certain standards. Establish a rapid response mechanism to ensure that the transmission route is blocked and the brand crisis is resolved in the shortest possible time. Serious attacks on identified malicious attackers.
At the stage of the growth of its national brand, Japan has adopted a severe law to protect it. The penalties for infringing branded companies are quite severe. According to statistics, from 1960 to 1975, more than 3,000 legal entities were prosecuted for violating the Unfair Competition Prevention Act, most of which were subsequently closed down, converted or merged. By the end of the 1980s, unfair competition practices were nearly extinct in Japan.
Obstacle 2: Overbearing logic: "fake" into "fake"
In China, almost all counterfeiting companies are local taxpayers or pillar industries. In general, local authorities do not care about one eye and close one eye.
As a result, "fighting against fakes" has often become a "fake fight," and it is not a fraud business but the relevant local authorities involved in the fight.
In many localities, law enforcement and government functions, either because of local protectionism or for fines and revenues, not only protect local companies, but also often disrupt the normal operations of branded companies. They test their own audits with various standards that they set themselves. In fact, a large part of the companies they investigated and dealt with was brand enterprises, because such enterprises were the Tang Dynasty's flesh, and they were the first to take advantage of the wealth. They could “punish†them for more money. Often those who truly disrupt the market and do not abide by the laws and regulations of the workshop manufacturers and genuine fake and shoddy products are not inspected and dealt with.
To sum up, there are six kinds of situations, that is, "six to six do not fight."
"Take real fights without cracking down" - fight against famous fakes by making famous real goods;
"Big fight does not play small" - to play large goods and big brands do not play small goods and small brands;
"Playing well is not playing bad" - playing high-quality goods does not play inferior goods;
"Fighting the inside and not playing the inside" - killing off competitive foreign goods, and protecting the uncompetitive local products;
"Playing high does not beat low" - high-end or high-priced goods do not hit low-grade and low-priced goods;
"Playing things does not hit people" - only confiscation of goods and fines without dealing with the parties or not from the source do not eliminate from the law.
The purpose of this "fighting six without playing six fights" lies in a single word, which is a deeper level of corruption. This is the most obvious label of the government's credibility and the local market economic order. As long as this kind of fake fight, indiscriminate play, hit-and-shoot, and protection play are not eliminated, I wonder how many healthy brands will be swallowed up by this overbearing stumbling block.
Obstacle 3: Small incidents subvert the big brands
Three hundred years old Longkou fans, because of a local small workshop adulteration false exposure to CCTV, this geographical product with thousands of years of history suffered an unprecedented disaster in the sales overnight, many formal manufacturers suffer The best. Not only did everyone frighten at Longkou fans, resulting in a sharp decline in the number of merchants withdrawing the entire market, but also hurting the credibility of the entire regional brand. People once thought that Longkou fans were adulterated and could not eat it.
From Longkou fans to Pingyao beef, from Jinhua ham to Shanxi vinegar, both suffered the same fate. Four major food brands, the four major industries frustrated. All originated from local, individual goods and events. If the press criticism was initially exposed and objectively and rationally reported the mainstream status of the industry, I believe that the entire industry will be saved from disasters. The majority of consumers will not talk about their discoloration and lose confidence in these industries.
Cocoon Wood was born at the end of the scale, and a hundred-foot platform rose from the land. The creation of a national brand was not only a matter for enterprises and entrepreneurs, but also consumed a lot of social resources. As a member of the social media, the media should be fully aware of their responsibilities, cherish the hard-earned business people, cherish the value of social resources, and cherish the hardships of brand growth. They should think twice and rationally take up the social responsibility that the media should have.
Building a first-class brand is of great significance to the development of China. As the most important soft power for promoting and coordinating social development, the media must consciously form a strategic cooperative partnership with the distribution and distribution of communication resources and brand building in China. Refueling the rise of Chinese brands is an irresistible social responsibility and political responsibility of the Chinese media. The establishment of a strong strategic partnership between the media and corporate branding is not just a banner call for advertising. On the contrary, we should stand at a higher base point for the rise of Chinese brands on the international stage, create a social atmosphere and provide social conditions.
Obstacle 4: Intellectual Property Encounters Brand Corrosion Agents
The first is counterfeiting, copycating, and other infringements of trademarks of branded companies. This is like corrosive agents, which makes brands that are difficult to do. Shenzhen Skyworth, a well-known brand, encountered such troubles, looked up and was shocked: Hangzhou Skyworth Electric Co., Ltd., Xinjiang Skyworth Real Estate Co., Ltd., Jiaxing Skyworth FRP Co., Tianjin Skyworth Wood Co., Ltd., Daqing Skyworth Chemical Co., Ltd., Jiangsu Gaochun County has Skyworth economic and trade companies and Guangdong has Boluo County Skyworth feed mills. Up to now, more than 40 "Skyworth" brand trademarks have been discovered by others, and the market is flooded with many pseudo-"Skyworth" brand products. These products not only use Skyworth's business names, but also use Skyworth's trademarks to mislead consumers, seriously hurt the interests of many consumers, and also seriously damage Skyworth's brand and product reputation.
The second is the violation of corporate technology secrets. The evasion of technical personnel or high-level personnel often results in serious infringement of corporate technology or other intellectual property rights. In 2003, the original chief engineer of Shenzhen East Sunshine Co., Ltd. Ruyuan Branch Company Chen used the company’s core technical secrets to register and establish a company in Nantong City, Jiangsu Province. The company produced the same products as Dongsun and dumped it at a low price to the domestic market. Impacted the company’s production and sales, causing the company’s economic losses to reach 110 million yuan in just one year.
Finally, we must pay attention to the infringement of intangible intellectual property rights. A few years ago, the sales vice president of a well-known company led the group to make a collective job-hopping, so that corporate marketing was once paralyzed. Although they did not take away tangible technical secrets, the company’s marketing channels, marketing strategies and other resources are not the crystallization of experience in the operation of the company. This kind of soft material that cannot rely on technology and cannot rely on books is still the assets of enterprises. However, our intellectual property laws and regulations cannot be seamless, and the social credit system of professional managers is far from being known.
Obstacle 5: The Distortion of Chongyang's Consumption Complex
There is a phenomenon that is intriguing. Many people in China usually hate foreign goods and have a deeper love for domestic goods. However, when it comes to paying the bills, it is still a matter of “extinguishing one’s ambitions and long beingsâ€. The problem of foreign goods is even bigger, and it is also said to be an "exception"; domestic products can't pick up too many problems, and they conclude that they can't buy! This is a tendency for many people to buy.
We did not hear much about the praises of our own brands, but in reality, these songs of the Yangtze River were overwhelmed and drowned out in the rush of Chinese people to foreign brands... The mentality of “Chongyang Cargo Light†has become Suppress the important resistance to the growth of national brands.
To shape the national brand requires the self-improvement of the company and the recognition and pursuit of the compatriots (even if it is a temporary grievance). Otherwise, the national brand will never be heard alone. This point, we may be able to learn from the Koreans, they are almost paranoid to love their products, proud to buy domestic goods. On the streets of South Korea, foreign cars are rarely seen. During the Asian economic crisis, South Koreans even donated money to allow companies to weather the storm.
We can not always be harsh, always use a magnifying glass to look at the deficiencies of the national brand in the process of growth. The weakness of the national brand is indeed related to technology and quality, but it is also related to the contradictions in attitudes that our compatriots treat her. A national brand product even if it is no matter how good, it can not stand the reputation of defamatory and habitual thinking of the inertia!
Moreover, today, the gap between our national brands and foreign brands is not a big difference, nor is it as bad as "word of mouth." There is also a deep-seated reason for this, that is, many people are privileged to purchase foreign consumer goods. Nike shoes at the foot, "Pierre Cardin" on the wrist, and "Rolex" on the wrist, which almost became the capital of display. This respect is still a kind of arty, it is a sad manifestation.
If the concept of the Chinese people has changed in essence, creating an environment that “loves national brands and uses national brandsâ€, it will undoubtedly contribute to the development of national brands. On the other hand, it is still self-inflicted and its own brand, then, national brands still have to lose in the fight with foreign brands.
You want to own a brand and create a brand. First you have to believe in the brand. In the mid-1970s, Japan also faced a handful of world-class brands. In order to change this phenomenon, the Japanese government often organizes design competitions and other activities to cultivate the aesthetic consciousness among the national consumption and increase consumers’ knowledge and needs in terms of brands. This approach from another side prompted entrepreneurs to more urgently promote their own brands. Brand creation and demand interact with each other. In a very short period of time, Japan has emerged a large number of world-renowned brands. This point is worth learning from.
Mao Zedong advocated the Chinese style of Chinese style. I feel that it is worth promoting at this stage. The growth of Chinese brands and even the development of China’s economy require the recognition of the Chinese people. Domestic products should be self-improvement, and the national mentality must be self-reliant. We must give more confidence to national brands and enterprises and encourage them more.
our Spinning oil is mixed with Oil and surfactant, it is necessary in the process of spinning, could reduce the friction and static.
based on different yarn, we have POY, FDY, DTY Oil.
Function: Increase the strength of the oil film, reduce the occurrence of defects, reduce the yarn breakage rate, improve the spinning quality, make the processing of the subsequent yarns smoother, the dyeing is more uniform, and the coking and yarn breakage problems in the subsequent processing are significantly reduced.
In high-speed spinning, the oil can reduce the friction damage of the silk and reduce the disturbance caused by static electricity.
spinning oil, Filature oil, POY oil, FDY oil, DTY oil
NINGBO LUCKY CHEMICAL INDUSTRY CO., LTD , https://www.chinaluckychem.com