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Brand chemical industry "catalyst"


泉源:site 作者:admin 日期:2012-10-24 08:51:36 阅读次数:1981永利宝

First, we must be fully aware of the important role of the chemical brand building
    
China has entered the era of market economy, the product competition along gradually becomes brand competition. A concentrated expression of the brand has become the core competitiveness of enterprises, nurturing, developing excellent brands, has become an important part of the enterprise development strategy and key objectives. Especially in the continuous development of the globalization of the world economy, the internationalization of domestic competition, international competition in the domestic, we must have a large number of international and domestic well-known brands, in order to participate in international competition, and win in the competition. But weak brand advantage in China's chemical industry, strong brand awareness, lack of knowledge of the important role of the brand. There are many misunderstanding: If China chemical technology behind the record no brand name to; chemical products are industrial products without a brand name; short-term products do not need a brand name, substandard goods are rushing to, but also what the brand-name ? ! Others think the market is flooded with fake and shoddy products, a brand name more harm than good, and so on. All these lead to and The chemical brand building, protection, promotion, management, lack of motivation. China's chemical industry in the end or not a brand name? The answer should be yes. The chemical industry not only needs and can be a brand name. While a brand name requires advanced technology, but is also a brand name in order to promote technological progress. We must not wallow in backwardness and not make progress. The problem is that even has its own technology and not go to a brand name, its reason is that brand awareness is not strong. Who says industrial products do not need a brand name? Foreign industrial products brand name everywhere, Shell is a! Not to mention chemical nor are industrial products. Are many rubber products, paints and other civilian goods, agricultural fertilizer is also a civilian goods. As for the products of the long-term, short-term are a temporary phenomenon, any product development and change, at any time require a brand name from the long-term development. This is also hit back at the best weapon of fake and shoddy products. Now tens of thousands of various types of chemical products, foreign products the influx of good and bad markets, to fish, so difficult for consumers to identify, precisely because of the lack of real famous.
    
The brand is a huge intangible assets. According to authoritative assessment, Coca-Cola is worth $ 39 billion, Marlboro valued at $ 38.7 billion, $ 10.2 billion of Budweiser, Pepsi $ 9.2 billion, $ 8.5 billion of Nescafe. Exceeded its annual sales. Of the Yuan Longping rice expert evaluation of intangible assets of 90 billion yuan, equivalent to more than ten billion U.S. dollars. Chemical's Double Star brand value of 10 billion yuan, more than the double of its sales. China's garment industry is the processing plants of foreign brands and foreign companies to take advantage of our cheap labor for OEM production. A garment, only to 5-6 dollars, foreign-paste their famous trademark buy Shanghao dozens or even hundreds of dollars. Turned several repeated, this is the value of the brand! No wonder Coca-Cola executives said proudly, if the world Coca-Cola factory destroyed overnight by its brand still can make a comeback. Shandong Red Sun Group sunny brand compound fertilizer, not only not a backlog in the late 1990s the National Fertilizer backlog of unmarketable, and set out to do before the end of the goods throughout the next year, these are prepayments never owed money. This is the power of the brand-name and role. You do not believe that is not, do not attach importance to no good! So some people say that the brand name is a life license, is the corporate life of the card, is the market, is effective. Do not be taken lightly! We want to implement the scientific concept of development, the implementation of intensive management, lower investment in high-yield, low pollution, high-effective and sustainable way of development, can no longer rely on spell resources to fight the price, and from price competition to brand competition. With the brand name can be invincible.
    
Second, we must work to change the backward state of China's chemical industry brand building
    
The brand is so important, but brand building chemical industry status quo is not satisfactory. First, the brand name is less. Not more famous in China, in 2004, an organization named its one hundred well-known brand in the world, only China Haier 1 finalists. A statistics registered trademarks in the world, Japan has more than 2 million, Germany 1.5 million, one million in the United States, nearly one million in the United Kingdom. Only a total of more than 100 million registered trademark of our Chinese at home and abroad, which registered in foreign countries, only a mere 100,000. This not only shows that we are not good at propaganda, and to protect the brand also our famous too. The chemical industry is more prominent. 2001-2003 National named its 333 brand-name products, the chemical industry is only 15, and the 32 most valuable brands, no chemical, only a day or white brand detergent. We have a national brand name Lucky film this year, also in addition to the name. With not pay attention to the protection of brand-name. Shashi has a vibrant past 28 detergent, very famous. Then accounted for 70% of the country's market share. Iraqi oil-for-food supplies, the United Nations and Iraq are named to the "Power 28". But then I did not hear "Power 28" ad sound. Original lack of funds as the company sold only 68.8 million yuan. Seven years later regret it bought back, but it has long been forgotten. Many well-known state-owned enterprises through joint venture from selling national brand, a great pity. The second is old brand in atrophy. Some well-known brand name in the past, as had been famous liberation Shanghai Warrior brand, Double Coin brand tires and rubber shoes, etc., because of quality, yield, not the times to improve the development of reputation in Utah, but has lost its former scenery . After the liberation of the emergence of the lighthouse brand paint, Red Lion brand paint, Lion brand tires brands, enterprises are struggling to wane. Third, foreign brands occupy the market. In contrast, the foreign chemical brand has become very popular in the domestic market. Especially in the tires, paint and household chemicals, almost dominated by foreign brands. Michelin retention varies GITI, Hankook the foreign brand tires not only the occupation of our country for half of a large number of state-owned tire companies, and mergers, much to the annexation of the global trend. Retaining exclusive trademark billboards can be seen in the remote town. Dongfeng, birch, Anhui big tire companies are dormant. Only Shandong now state-owned tire base. Triangle, Chengshan the national brand tire shine, encouraging. Paint and detergent industry is the dominance of foreign brands. Nippon Dulux, Haihong elderly on foreign coatings, as well as secret, Rejoice, Ariel and other cleaning supplies flooding the market, Procter & Gamble, Lever, Henkel, Germany, Japan Kao ads stuffed in the ear. The domestic paint-known brands can not hear, detergents only a Shanxi southerly odd strong brand alone, to compete with foreign brands! Pesticide industry, dyestuff industry, chemical and pharmaceutical industry the situation is not optimistic, and this can not help worrying. This situation must strive to be changed. We are such a big country of 1.3 billion people have to live must not rely on foreign brands. China's chemical industry must have its own national brands, only to have their own international brands, are eligible to participate in international competition. Otherwise, only the fate of being trampled upon.
    
The good news is that many chemical companies to adhere to the implementation of brand strategy, and achieved remarkable results. Qingdao Double Star brand shoes to the world, selling domestic and foreign. Bluestar unique, truly Shanxi Tianji brand, Shandong Red Sun sunny, Hebei A fertilizer withdrawal Fu, Hubei Yang Feng, a large number of well-known brand in the fertilizer industry, have high visibility and credibility. The whole fertilizer industry has not been subject to the threat of foreign brands. Three acid, alkali and other basic chemical raw materials field is still dominated by domestics. Especially soda ash industry, China's chemical industry, the only one in the yield, quality, size and equipment technically reached the world level and the industry to compete with foreign manufacturers. 15 Chemical name brand and 8 soda ash brand. Around there are a large number of provinces and cities Chemical name brand. Their success suggests that the chemical industry is the ability of a brand name.
    
Third, we must get down to do a good job in the construction of China's chemical brands
    
A brand name is a systems engineering. A people may become famous overnight, but a good brand can not be done overnight, need to form over a long period of hard work. Brand building must be down-to-earth, do not attempt to rely on a sensational effect a brand name. For the the chemical actual, I think that the the chemical a brand name to do a good job four combinations:
    
First, it is necessary to combine business development strategy. The brand strategy is part of the overall strategy of the enterprise should be subordinated to the overall development strategy of the enterprise. The chemical enterprise development strategy should brand building as an important element. Enterprise development strategy is to select the products to determine the size, should consider the needs of brand building. I advocate to select the products you want to jump on the bandwagon and can not join in the fun. Is to have unique, can not we engage in what you do. Determine the scale of economies of scale, otherwise not only record is not a brand name, there will not be a good benefit. Weifang Yaxing chlorinated polyethylene, heavy traffic asphalt coast of the Group, the Red Sun Group thio compound fertilizer, both characteristics of the product, but also has the world scale, thus record both brands, but also the development of the enterprise.
    
Second, we must combine technological innovation with enterprise. Chemical companies, products, and technological innovations are equally important. Unlike other products, chemical products, the replacement cycle is longer. Engaged in the chemical industry knows, many of the basic chemical products since its inception, has been in use ever since, such as the three acid, two bases, such as urea, decades or even centuries to never updating over. Its chemical formula is unlikely to change, just a different concentration or physical form. But its production technology and equipment constantly updated to continuously improve the quality, costs continue to decline. Update eliminated the backward technology and equipment rather than products. Technological innovation is particularly important for the chemical industry a brand name terms. Only continue to promote technological progress, and to master its own technology to record excellent brand with core competitiveness. Inferior products to be eliminated, such as high residual, highly toxic pesticides, low-grade dyes. So continue to develop high-tech products is also necessary for a brand name. There is no high-quality, high-performance products, a brand name is an empty phrase.
    
Third, we need a combination of management innovation. Creating a brand is not easy to ruin a brand easily. A quality accident smashed the brand. Brand-name impossible to overnight fame overnight but may down the brand. The Nanjing guanshengyuan is a typical example. Some fake fertilizers, fake pesticides so we are implicated enterprise victim is not small. Often jumped into the Yellow River Xibu Qing. Therefore, to maintain the brand name must strengthen management, and ongoing management innovation. First-class brand name must have class management to guarantee. Where there are name brand and want a brand name chemical companies should strengthen the management of a comprehensive, earnestly implement the ISO family of international management standards, and actively implement the management of information technology. Incentives to establish a set of a brand name, brand building standardized persistence.
    
Fourth, we should be combined to create a good corporate image. Brand name means high quality, excellent service and good reputation. An outstanding brand with a good corporate image can not be separated. People believe in your business before buying your product. It is difficult to imagine a bad reputation of the enterprise will be brand-name products. Brand products enterprise. DuPont is a world-famous brand. Mentioned DuPont people will think it's high-tech, high-level. Chemical companies must foster good corporate culture, and create a good corporate image, improve the integrity of the building, which is a necessary condition for a brand name.
    
There is a good product, good brand, but also pay attention to publicity, so that we understand and know. Sell ​​themselves remark illustrates the role of the brand-name, but not comprehensive. The wine should publicity drum sound also heavy hammer. Chemical companies do not pay attention to brand awareness, and held other audiovisual media publicity of the chemical of enterprises or chemical brand is not a major publicity companies and brands to advertise in newspapers and magazines, but propaganda CEOs own multi media. I have seen thousands of chemical enterprises, web information about their own business too honorary title won any prize, but the product is good, what characteristics put few. So you want to focus on publicity, good publicity. Of course, the best publicity user evaluation.
    
In short, the shape of brand-name, one by the quality, and on the integrity, three on service, four through advertising. Have a lot of knowledge, brand naming, trademark design, slogan refining, are very particular. Finally, I look forward to the advent of more and more national chemical brand!



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