Into the second decade of the 21st century, China's GDP for the first time surpassed Japan, Japan held on for 42 years, the world's second largest economy in the "throne" for the first time easy to master Chinese, China has become the world's second largest economy . China's reform and opening up the thirty years, the world presents an economic development miracle.
However, the flowers are in bloom and economic development, the Chinese company's brand building is not so easy.glue gun Robust, Tai Po, the Chinese toothpaste, Nanfu battery, a small nurse, MAXAM and other domestic brands have been big international acquisition; old Chinese tradition is also declining, the early days, the "old Chinese" companies are about 16,000; to the 90s of last century, this group has dropped to 1,600, equivalent to the total number of the early days old to 10%. Worrying is that, even if it's more than 1,600 remaining "old" enterprises, is also a crisis of its operating frequency is now - 70% in name only, very difficult operation, barely 20%, only 10% to flourish.
China's economic development, but no brand-building to achieve the synchronization forward, the Chinese product into a large country with few embarrassing situations. United States, "Business Week" and the 2010 Interbrand's global brand value list 100, the United States, "Coca Cola" in ranked all the top brands, brand valuation up to $ 70,452,000,000. After that is IBM, Microsoft, Google, glue stick General Electric. In the 100's list, the top five of all American brands, while Chinese brands but no one on the list. Successful international in the world to build influence within the only Chinese brand Lenovo, Haier, Tsingtao beer, one of the few.
Why do most Chinese brand faltered on the road is bumpy? In addition to relying on low labor costs and lower environmental costs for the manufacture of cheap products all over the world, "China model" has brought the brand defects, most Chinese companies still lack experience in brand building, brand management and even missing factor, to know , a good brand is the tube out. Evergreen enterprises to maintain, a hundred years to build brand, can not do without the mature management ideas and proven effective management methods. However, the overall professionalism of Chinese enterprises and scientific awareness of the brand management of a late start, so we have to learn from abroad. However, because the social environment, cultural background and many other factors, which for most of the enterprises learn from a dessert of symptoms, or even misguided.
"Jin Zhiguo Management Log," a book for Chinese enterprises a more localized operations for the implementation of management experience. Jin Zhiguo, Tsingtao Brewery chairman. He timely adjustments to corporate strategy, leading change and innovation Tsingtao years for this ancient and classic brand into the boundless vitality and vigor. Tsingtao by him at the helm of the world's sixth-largest beer company, to enter "the world's top 500 brands", won the first "best board of directors of Chinese listed companies" and five times won the U.S. "Fortune" magazine "Most Admired Company in China." Jin Zhiguo, Tsingtao Beer from the body and the management experience, we may be able to find a suitable brand management of Chinese enterprises operating the road.
Jin Zhiguo, a well-known "tree theory", the development of enterprises as management "fruit" as "fruit" is lush leaves represent the size of market share, "fruit" is illustrated numerous returns the number of consumers. "Fruit" growth in the real environment, will be subject to many different periods of external harassment, and therefore improve the "fruit" anti-risk ability, so that after the storms can still leafy, fruit harvest. Which pay attention to nurturing the development of "fruit" of the roots and this, it is very important. Similarly, companies in the development of the system must pay attention to the construction of mechanisms. Operational capabilities within the enterprise and consumer services, the ability of the enterprise. In Jin Zhiguo view, whether the consumer services, whether pursuing a "customer value maximization" of this eternal survival of the business the fundamental principle of the enterprise. Chinese enterprises are only three five-year average life span of the fundamental reason is to maximize customer value discarded, left to pursue the so-called maximizing shareholder value and maximize shareholder value in the concept under the guidance of commercial activities of enterprises will be misinterpreted, deformation. In order to maximize the so-called shareholder value, companies sacrifice quality to reduce costs, and even fraud in return for short-term income. Fact that making money is not long term.
In brand building and construction, summarized Jin Zhiguo, "four dimensions." The first is "high", which clearly you are a consumer service. Second, to have "length" A brand must stand the test of history, which requires a persist, opportunistic, see Yi Li forgotten, which is no big deal. Again, the brand needs a "width", the so-called "width" refers to the brand of the rich connotation and denotation, great resistance. Finally, the brand must be "thick", a long-term commitment created by the heavy and broad. At the same time, the brand also needs to continue to rise bit to keep the brand young, Tsingtao Brewery a century that must be born again to zero, must be recycled. Over the past hundred years, Qingdao Beer is a model of a manufacturing enterprise, the product quality to achieve the ultimate, the next hundred years, Tsingtao brand is facing the operators to change.
A log book, the body's method from the values, corporate culture, strategic transformation, the different international perspective on behalf of the Chinese business leaders thought to interpret the wonderful Jin Zhiguo, decomposition management thinking, thinking of the scene to restore, refining guide to action. I believe readers can gain from this book for reference and inspiration.