"Four Combinations" Push Dongguan Towards "Famous Brand City"

A group of data reflects the enthusiasm of Dongguan to create a brand.

According to the Dongguan Municipal Bureau of information, since 2008, China has 24 well-known trademarks in China and 18 famous brand products in China, an increase of 67% over 2008.

Among them, delta brands such as Delta Electronics, "kiss me" and "Lok" are also included.

In fact, over the past few years, OEM enterprises have been pformed into independent brands and domestic ones.

In this respect, Dongguan kissing Industrial Co., Ltd., located in the town of Changan, is typical. It has turned from a foreign manufacturing company to a mother and infant product manufacturer with independent brands, and has gone out of a brand marketing road jointly built by entity stores and online stores.

The company has just won the title of Alibaba's "2011 top ten Internet operators".

Touting his determination to make his own brand was one day in 2005. Lao Fu Wen saw his OEM baby products in the mainland city, priced at 49 yuan in the supermarket and 5 yuan in the factory price.

The gap between the selling price and the factory price is almost 10 times, which has aroused his impulse to make his own brand.

"At that time, we picked out some young people from the University, and went to the commercial outlets of various prefecture level cities in Guangdong Province," sweeping the street "to carry out product promotion from a shop to a shop, and introduce my brand to my relatives.

Lao Fu Wen said that after nearly 3 years of hard work, I have laid nearly 500 of them in the whole province.

In 2008, during the global financial crisis, many foreign trade enterprises expanded their domestic sales channels.

Lao Fuwen will bring the brand of "kiss me" registered in Hongkong to Dongguan to expand domestic sales.

In March 2010, the company formally entered e-commerce, and finally pformed from domestic exports to foreign trade successfully.

However, after the beginning of online marketing, protecting the interests of online and offline has become the biggest challenge for me to kiss.

Lao Fu Wen revealed that after conducting online marketing, my team found that there were many Internet traders selling their products, and the price gap was very large.

"For example, a" bite music "product, some of the price of 30 yuan, and some marked price of 13 yuan.

The price of 13 yuan is lower than our factory price, so we can't make money at all.

Lao Fu Wen said that my online sellers had fought a price war.

In order to protect the interests of Internet dealers and entities, Lao Fu Wen contacted the network operators and worked out the unified price of the whole network, which required the after-sales service of the network competition products.

A set of data reflects the enthusiasm of Dongguan enterprises to create brands.

According to the Dongguan Municipal Bureau of information, since 2008, China has 24 well-known trademarks in China and 18 famous brand products in China, an increase of 67% over 2008.

Among them, delta brands such as Delta Electronics, "kiss me" and "Lok" are also included.

It is especially noteworthy that in recent years, our city has achieved historic breakthroughs in famous brands in every town (street). Among them, the two major furniture towns, Houjie and Daling mountain, have achieved zero breakthroughs in the famous trademarks of the furniture industry.

In addition, the concept of "combination of technological progress and private brand" has also prompted our city to increase investment in technological pformation, and guide enterprises to make full use of all levels of support policies and funds at the central, provincial, municipal and town levels, make full use of advanced equipment, technology and information technology to upgrade and upgrade traditional industries; at the same time, we have also strengthened brand marketing, drawing on successful international brand building experience and operation mode, increasing brand promotion efforts, and enhancing brand value and efficiency.

"Join the exhibition" to expand brand influence

The exhibition in different places has created a large number of cooperation opportunities for Dongguan enterprises, especially the independent brand enterprises to open up the market, and promoted the brand awareness of "Dongguan manufacturing".

The "2011 Dongguan Humen clothing and electronic information products (Shenyang) exhibition fair" is a very good case.

In the final analysis, the success of independent brands depends on the market.

If we go out of Dongguan and even Guangdong market, whether Dongguan's own brand products can be marketed will undoubtedly be a huge challenge for Dongguan's efforts to build its own brand.

On the 20-23 th of this month, the "2011 Dongguan Humen clothing and electronic information products (Shenyang) exhibition fair" jointly sponsored by the Municipal Economic Information Bureau and the Humen Town People's government opened at the Shenyang International Exhibition Center. This is Humen's large-scale exhibition after the exhibition in Zhengzhou last year. In fact, this is another move of our city's brand strategy.

At the exhibition, Mi Jibin, the boss of the "the first time" from the wholesale pformation of the brand "rice Dan" company, told them that the reason why they took part in the Shenyang exhibition is mainly to see the huge consumer market in Northeast China.

The exhibition "Dan Dan" will recruit a provincial agent in Liaoning Province, Shenyang city recruit a municipal agent, in just 4 days, 10 franchisees came to discuss the matter of joining.

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"After returning, we will screen the franchisee and confirm the final selection of the franchisee."

Mi Jibin said.

In the four day exhibition, a total of more than 100 enterprises in Dongguan participated in the exhibition with their own brand products. Nearly 200 enterprises in the two cities have initially reached 3 billion 960 million yuan in paction volume, and the "Dongguan brand" has returned to Shenyang in full.

In fact, in helping to build our own brand and developing market, in recent years, our city has organized many kinds of enterprises including clothing, shoes, hats, furniture, electronic information, hardware and machinery to go out, and has held exhibitions in many parts of Shenyang, Hefei, Xinjiang, Yunnan, Chengdu and so on, so as to work together to create "Dongguan made" regional brand.

The municipal governments at all levels also support enterprises to participate in exhibitors in the field by subsidizing booth fees and some special charges, expanding the brand of "made in Dongguan" and the influence of their own product brands.

The relevant person in charge of the Municipal Economic and Trade Bureau said that in the pformation from "manufacturing important town" to "famous brand town", Dongguan has implemented the following 4 specific measures: "the combination of enterprise brand and regional brand, the combination of manufacturing and service industry, the integration of internal and external enterprises, the combination of technological progress and private brand" and so on.

On the one hand, Dongguan has encouraged, guided and supported enterprises to create famous brands and cultivate a number of leading enterprises with strong comprehensive competitiveness, trying to build a number of well-known brands that have certain influence in the whole country and even internationally. On the other hand, it has also cultivated "Dongguan made" regional brands, and regional brands such as Houjie furniture, Humen women's wear and Dalong wool weaving have been further upgraded, and gradually become the upgrading demonstration zones of provincial industrial clusters.

In addition, through the combination of manufacturing and service industries, the growth potential of the service sector has been further developed, especially in the field of producer services and consumer services.

It is reported that in recent years, the development of Houjie's regional brand construction is gratifying. The town has successfully recovered two types of collective trademarks registered by others: "Houjie furniture" and "Houjie powder".

According to the relevant person in charge of the Municipal Bureau of information, in recent years, our city has been implementing brand strategy from various aspects to create "brand capital".

On the one hand, we should focus on four aspects, namely, key brands, regional brands, service brands and quality integrity. On the other hand, we should give full play to the main role of enterprises so as to "attach importance to market demand, technological innovation, business management and personnel training".

In addition, we should give full play to the leading role of the government, improve the working system, strengthen policy support and management services, and strive to create a good brand development environment for the development of the independent brand of enterprises.

At the same time, going out to do exhibitions has also created a large number of cooperation opportunities for Dongguan enterprises, especially the independent brand enterprises to explore the market, and enhance the brand awareness of "Dongguan manufacturing".

Li Xiangdong, general manager of Guangdong Dingxin Textile Co., Ltd., told reporters that in Shenyang's trade fair, they were the main children's clothing brand "baby bean Ding" and the women's clothing brand "E faction". In just 4 days, they asked to join and represent more than 40 people.

Humen's famous clothing brand "Yi Xun" has achieved the goal of regional market promotion through exhibitions. By showing the image, let more Shenyang businessmen understand "clothing news".

Guo Donglin, chairman of Humen's famous brand "YISHION", said that the Shenyang exhibition provided a good platform for expanding the brand influence of YISHION.

Expert opinion

Brand creation is not balanced

Jiang Lin, Professor of finance, Zhongshan University

Brand creation is not balanced

The implementation of brand strategy in Dongguan has achieved some success. However, there are still some problems such as the low total number of brand names, the low level of brands, and the weak competitiveness of famous brands.

Especially in Dongguan's strong clothing industry, there is a lack of international brands.

The main body consciousness of enterprises to create famous brands is not strong enough, and they need to continue to improve in the future.

In addition, many exhibitions in different places are dominated by the government, and enterprises are not enough to run their own exhibitions independently.

In addition, the development of independent brands and famous brand creation is extremely uneven, and we need to upgrade the economically backward streets.

Dongguan brand data link

The city has 452 famous brand names (until January 2011).

Famous trademarks in China (21 pieces)

Famous brand products in China (18)

Famous export brands that Ministry of Commerce has focused on cultivating and developing (1)

Goods exempt from inspection by the state (2)

Famous brand products in Guangdong province (140)

Famous trademarks in Guangdong (191 pieces)

Noun interpretation

Independent brand (Self-owned Brand) is a brand developed by enterprises independently and with independent intellectual property rights.

There are two main aspects: control and ownership of brand intellectual property rights.

If the only right to use the brand, such as the OEM enterprise, and its handling and final decision-making power in the hands of others, it is not the real meaning of the independent brand.

Case explanation

TCL acquisition of Schneider brand

China's TCL Group acquired the German Schneider power company and continued to use the Schneider brand to make Schneider one of the brands of TCL group.

This shows that cultivating and shaping independent brands is not necessarily from scratch, self cultivation.

Therefore, independent research and development is an important way to acquire independent brand, but not the only way.

As long as an enterprise has the ability to acquire internationally famous brands and acquire its ownership, the brand is the independent brand.