Analysis - Chinese Brands Need to Symbolise Quality
by Staff Writer 3/27/01
8:32:53 AM
Source: Asia Pulse
Confucius, the great ancient Chinese thinker, once
said we should have a good reputation before doing anything. This moral aphorism
has gained popularity within Chinese business circles which have become more
conscious of brand names.
A pair of sport shoes costs US$5 after the
production process in eastern China. However, the price rises to US$150 when a
foreign label is stuck to it.
Chinese products have difficulty in creating
their own well-known brands, which has caused concern in some government
departments and enterprises.
The Chinese Brands Promotion Committee organized
by the State Bureau of Quality and Technological
Supervision, aims to cultivate and protect
nationally famous enterprises and products
through a series of evaluations.
There are plenty of
Chinese commodities in the market, of which
few are famous brands. As China develops its
domestic economy rapidly in the
world, the demand for the brands will rise.
Experts appeal for
"made in China" to be a symbol of excellent
quality
instead of merely cheap and intensive labor
products.
Entrepreneurs have
reached an agreement that the fierce
competition depends on the quality of products.
Chinese
enterprises should increase the quality
of
the exportation and guarantee the brands "made
in
China".
"The brands
strategy has encouraged the companies
to
improve management levels and ensure quality of
the
goods," said Wang Qinping, vice director of the
State
Bureau of Quality and Technological Supervision.
The ultimate goal of
the strategy is to form a bunch of
influential and competitive Chinese brands and
optimize social resources. Latest statistics
indicate
that China has carried out a quality
evaluation
job in the last five years. Up to now,
some
6,000 brands have been recognized as provincial
famous
brands.
The Haier Group, with
advertisements
claiming to be "higher", has drawn
global
attention. Orders for Haier electric appliances
have
come from all over the world. Experts said that Haier
is
no longer a simple label; its service and
management
will lead the modern Chinese economy to
create
more well-known brands besides Tsingtao beer
and
Xuanwei ham.
The Brands Promotion Committee
will further support the domestic brands
development,
and encourage the research of hi-tech
products
to adapt to globalization, Wang said. Implementing
brand
strategy also boosts the local economy. The
sales
volume and profit stimulate the growth of local
revenue. The more famous a company brand is, the
more
the enterprise will expect to gain benefits
from
it and the more energetic the enterprise will
become.
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