The appearance level and delicious Taoxiangcun cakes, the Bosideng clothes that blend tradition and fashion, the Haier small home appliances with high quality and low price... In recent years, a number of local Chinese brands have taken to consumers' hearts. But how can they also become familiar brands to overseas consumers and give them a real competitive advantage internationally? On the eve of the 5th China Brand Day, the International Alliance of Advantage Cluster Brands was formally established in Shanghai, which provides a clearer framework and a more pragmatic approach for Chinese brands to go abroad.

"Hand in hand" walk together, Chinese brands form a cluster effect

Is Japan the only place you can think of when buying a high-end smart toilet seat? Are New Zealand and Australia still at the top of your list for fresh milk?

The fact is, with the development of the national economy, China has a number of intelligent manufacturing enterprises and dairy enterprises whose product quality has reached the international advanced level.

"Yili ranks fifth in the global dairy industry and Mengniu ranks eighth. Many of Japan's smart toilet seats are made in China, but many people don't know it." Liu Pingjun, chairman of China Brand Construction Promotion Association, said that nowadays brand consumption and brand economy are ready to emerge. For Chinese enterprises, fierce competition has come and they must pick up the "real knife and real gun" to meet the challenge.

"When Haier founded the Casati brand in 2006, the high-end home appliance market in China was dominated by European and American brands. After 15 years of efforts, Casati has become a major force in China's high-end home appliances market." "Said Zhou Yunjie, vice chairman of the board of Haier Group.

Haier Group's "sea" road is full of hardships. "We make money in one country and then we move into another, so it took almost 26 years [until 2016] before Haier broke even in overseas markets." In Zhou's view, these hard stories all highlight the importance of building brand alliances in China.

From "fight alone" to "clutch fingers into fist", Chinese brand "go to sea" cluster development road, has taken a solid step.

Wu Wei, deputy secretary general of the international advantage cluster brand alliance, said that China has set up more than 30 international advantage brand clusters, and 17 brand clusters will be set up by the end of this year.

"What one brand cannot do, 10 brands or 100 brands (can do), Chinese brands should unite to bring real value to the world, so that global consumers can identify with Chinese brands." Tachileik said.

"Strengthening industrial coordination and technological cooperation among enterprises is conducive to the formation of high spatial accumulation and close collaboration between upstream and downstream through project cooperation and industrial construction, so as to finally achieve the goal of seizing the market and establishing a Chinese brand image." In the view of Yu Honghui, deputy party secretary and general manager of China Energy Conservation and Environmental Protection Group Co., Ltd., the China Brand Cluster will strongly promote Chinese brands to "go global".

"The blade is inward", and "specialization" and "standardization" compete for the right of discourse

"Twenty percent of the well-known brands have 80 percent of the market share. The world has already entered the era of brand economy..." In Liu Pingjun's opinion, it has become an inherent requirement for Chinese enterprises to establish their own business moat by building their own brands.

"Sinopec put into operation in Hebei Chongli, Shijiazhuang, Beijing and other Winter Olympics image gas stations, the Olympic and ice elements into the appearance and interior, and set up Beijing 2022 Olympic official licensed retail stores, welcomed a lot of people's punch card and praise." The relevant person in charge of Sinopec said that in recent years, Sinopec has vigorously strengthened brand building, has launched "no fake", cross-border "oil to buy vegetables" and other products and concepts, so that Sinopec's brand soft power to further enhance, but also strong back to nurture the development of the business.

Brand "go to sea", standard first. Over the years, China has established a set of industry systems with high standards through the "3.15" campaign to expose fake and shoddy goods, Liu said.

It is reported that in order to convey the positive energy of Chinese brands, China has issued 38 national standards for brand evaluation, and a "scientific, fair, open and recognized" national brand evaluation mechanism and brand evaluation standard system have been basically established.

China's brand standardization to extend the road to the outside, also go steady. In 2008, China became a permanent member of the International Organization for Standardization (ISO). Subsequently, China and the United States put forward a joint proposal to the International Organization for Standardization (ISO) for the establishment of "ISO Technical Committee on Brand Evaluation". In 2014, as the founding country of the "Five Elements" brand value development theory, China was awarded the status of Secretary of the ISO/TC 289 Technical Committee on Brand Evaluation of the International Organization for Standardization.

In addition, China brand construction promotion will also promote in Hong Kong approved the registration of "international well-known brand alliance" and "international brand academy of sciences", will be held in October this year "international brand academy of sciences" establishment conference.

Sing "double cycle", with "strong brand" to promote high quality development

"Studies have shown that a 1% increase in brand value increases the country's GDP by 0.13%." In the view of Du Jiangang, a professor at the Business School of Nankai University, under the background of "double cycle", the collection of international dominant brands is not only helpful for the popularity in the world, but also a new opportunity and a new stage for China to tap the potential of domestic demand and open up international trade.

It is worth mentioning that, under the promotion of Chinese brand association, the international brand development mother fund was also formally established recently. The fund aims to add more momentum to the development of Chinese brands through the layout and operation of the equity parent fund business. China Resources Capital is the fund manager of the fund.

"To provide a sizeable and sustainable new economy jobs, to introduce a large number of high-quality innovative talents to the region, to activate the vitality of time-famous brands... This is an important mission of China Resources and the original intention of the International Brand Development Fund." In the mind of Li Fuli, Party member and deputy general manager of China Resources (Group) Co., Ltd., a grand and beautiful blueprint has been gradually unfolded.

Li Foli introduced that at present, China Resources Group has participated in the investment of City Super and other well-known overseas brands, and promoted the characteristic national trend and digital transformation, and landed its Vientiane City and Snow Beer. In addition, China Resources Group ranks 78th among the top 500 global brands in 2019. Its financing and economic and trade network advantages in Hong Kong are all important forces to help Chinese brands "go abroad".

In the view of Zhao Jianze, Party Secretary and Chairman of Shanxi Coking Coal Group, the cluster of brands is not only helpful to create a distinct "China mark", but also an important starting point for the industry transformation and upgrading and the promotion of supply-side structural reform.

It is reported that the China Coking Coal Brand Cluster, established in September 2018, adheres to the use of big data technology, collaborates with nine member enterprises, builds a sample pool based on real transaction data, and forms the coking coal price index. At present, this index has become the only coking coal price index published on the official website of the National Development and Reform Commission. It is also the only national coking coal price index in the world at present, and it is the wind vane of the global coking coal price.

The road to brand building in China is long and the mountains are high. Fortunately, the road ahead is bright.