MBA case: concept international thinking globalization

WPP since 1998 in a 35000 consumers in China survey research shows that Chinese consumers in purchasing behavior of decisive factors of the proportion of the price has dropped from 43% in 2006 to 37% in 2010. MillwardBrown research and development vice director wang lei told the first financial daily want through the low price strategy to get market is already obsolete method, the Chinese enterprise wants to get a more broad market, become internationalization enterprise, the first step should be concept internationalization and thinking globalization, try and different market consumers communication.

China local has not appeared yet strictly international brand

Though the Chinese people has five thousand years of history, although China tongren temple, six will appear in the king, and, haier and associations. But according to WPP to global 32 countries 459 category of consumer survey result, 83% of the world's consumers fundamental couldn't remember what brand is China. But the global consumers are clearly know love MaShi, gucci, Swiss army knife, nokia, Benz, Coca Cola and the apple iPhone. "Whether in global any market, 90% of consumers know the top three brand." Wang lei told reporters, and in the international consumer can clear the cognitive elements in China, including Confucius, the Peking Opera, the imperial palace, Jackie chan, yao Ming and the bird's nest. This is to make Chinese entrepreneurs feel sorry for the results of the survey. In fact, China's native has not appeared yet a real sense of international brands. According to the enterprise group President XiaHua just had met this embarrassing, in a international BBS, the famous brand foreign entrepreneurs 谈家族 and brand of history, and China enterprise can only talk about Chinese history and culture inheritance. On the other hand, Chinese enterprises' globalization and imperative. From the time perspective, the next 10 ~ 15 years will be the true international brand of the key stage, on the one hand, because of the economic globalization and integration has become an inevitable trend of unstoppable, on the other hand because some of China's industry is already close to excess capacity, the urgent need to go out to look for new market opportunities.

Lack of effective communication and links

"Only find clear, the difference of the value, to find the value of the brand." Wang lei point of view and the United States, the management guru always the differences positioning "viewpoint completely.

In practice, Chinese brand to participate in international competition basically has the following kinds of kind: the first kind is a multinational company mode. The haier for typical representative in the overseas factory directly, realized the production, staff, marketing, research and development, the design of; The second is foreign acquisitions mode. To lenovo, giovanni cobolli gigli is typical representative, mergers and acquisitions overseas mature brand, USES the original brand influence, channel, talent to enter the international market; The third is the OEM processing export mode. Represented by foxconn, mainly is the foreign enterprise selected products, commissioned by the Chinese enterprise production, and then by their own export sales, it is used in great quantities in the local enterprises of a pattern, exist widely in clothing, household appliances, mobile phones and other industries; A fourth is agent sales model. Entrust overseas distributors to expand the market.

In wang lei opinion, either way, enterprise with an open mind and local consumers communication, is a key step in the local market. Wang lei, was that China enterprise also have opened the case of the local market. The haier, for example, because China products has always been to overseas customers inexpensive impression. So in a series of ads of Australia haier let consumers enhanced by a impression: fresh out of college, would not need special expensive and large volume of the refrigerator. Haier small refrigerator, price and quality are very much in line with the needs of our young people. Such ads for haier set up the price cheap and convenient durable new image. Young people in the local market quite popular. Of course, every market have different characteristics of every market, some for foreign brands accept degree is high, some for foreign brands low acceptance. "China enterprise with foreign consumers to learn to communicate effectively, in addition, should strengthen the emotional connection with consumers. With the international thinking, is it possible to realize internationalization. Such as emphasis on quality and the connotation of the brand." Wang lei further explanation.

Some companies in the international's only the start, such as the company and the brand name into international foreign names: such as the "Midea". And some enterprise through the international authentication way, claimed that enterprises to realize the internationalization, because the international quality standard to requirements, such as through the eu CE and American FDA certificate, etc. And some enterprise through the please some foreigners as enterprise management consultants, marketing consultant, design consultant, process experts, etc. Wang lei stressed. "a good local brands are not necessarily can be a good international brand. But a poor local brand must not become an international brand."