China private enterprise brand and its competitiveness analysis report released

The report on the analysis of the brand and competitiveness of Chinese private companies was recently opened. The report was issued by the Private Economic Research Center of the Chinese Academy of Social Sciences. The research group conducted research on private enterprises in 17 provinces and cities in China, including Fujian and Zhejiang. The theme of this year's report is the brand and competitiveness of Chinese private companies, while the regional competitiveness of private enterprises in Fujian is affected by the theme of the 2004 report. Global attention.

Hengan selected the brand

50 competitive

In the list of China's 2005 manufacturing industry's top 50 brands in the competitiveness of private enterprises, only Hengan Group Co., Ltd. was selected in the province and ranked 28th. Of the 100 manufacturing private enterprises with the most potential brand competition in China in 2005, seven were selected in the province. They were Fujian Haopai (22nd place), Fujian Jinba (28th place), Fujian Huierkang ( No. 43) Fujian Seven-Wolf (50th). Yake Fujian (No. 60), Fujian Anta (No. 76), Fujian Hosha Garment (No. 92).

It is understood that the private enterprises surveyed this year are domestic-funded manufacturing private enterprises with annual sales income of over 5 million yuan and brand competitiveness index of more than 10%.

Private enterprise brand effect

Impressive

“Ningbo, Zhejiang, and Jinjiang, Fujian, have become the world’s attention to the development of clothing brand-based regional brand competitiveness.” Experts from the research team pointed out that in Jinjiang, trousers and casual wear including seven wolves and nine animal husbandry kings were gathered. A large number of brand-name private enterprises, the regional brand effect is even more impressive. The report points out that from the distribution point of view, the number of private enterprises in the eastern part of the industry clusters accounts for nearly 70% of the total number of private enterprises in the eastern part of the country, of which 12 households in Fujian and other provinces and cities have more than 100,000 households. It accounts for more than 50% of the local economy.

“An interesting phenomenon is that the annual advertising investment of enterprises in Jinjiang City is as high as more than 700 million yuan. There are seven companies in the CCTV bidding phase, including seven wolves, dragon cards, tyrants, Lilang, and Yako, and they are in CCTV-5. Sports Channel has more Jinjiang brands.” Experts in the research group said that Jinjiang has become the “brand” capital for advertising.

Jinjiang experience:

Industrial clusters

Birth Industry Brand

“Industrial clusters have undoubtedly become the strongest backing for brand building in Jinjiang City.” Experts in the research group believe that.

It is understood that Chenjing and Chidian Towns of Jinjiang formed the Jinjiang Sports Footwear Industry Cluster Belt, which produced “China Famous Brand Products” such as Anta, Yalid, Philharmonic, etc., Anta, Delfair and other “Chinese Well-known Trademarks”. Jinjiang City won the honorary title of “China Shoes Capital”.

As of the end of 2004, Jinjiang's distinctive industrial accumulation area and industrial town Shizhong in the Middle East were awarded the “Umbrella Capital of China”, Yonghe Town was awarded the “Hometown of Stone Materials in China”, Cizao Town was awarded the “China Ceramic Town”, and Shenhu Town The company was awarded "China Underwear Town", Yinglin Town was awarded "China Casual Dress Town", Longhu Town was awarded "China Weaving Town", Xintang Street was awarded "China Sportswear Town" and other honorary titles.

"But the more brands in the industrial cluster, the better. This issue needs further study and observation." Experts from the research group pointed out.

According to experts, various clothing specialty towns such as Jinjiang, Fujian, have paid great attention to the symbolic value of the brand. As a result, it is difficult to distinguish between different brands and the brand's symbolic value has not been fully reflected.

5 suggestions help private enterprises

As for how private enterprises in Fujian can effectively enhance their brand competitiveness, experts from the research team made five suggestions.

First of all, we must make full use of the advantages of local resources and combine market demand to develop brand-name products. Second, use advertising means rationally, effectively, and moderately, but be careful to avoid excessive advertising. The growth of brand competitiveness is a long-term, gradual process. Third, we must place technological innovation in a prominent position. Fourth, attach importance to the export of self-owned brands instead of branding. Fifth, as far as possible focus on a certain industry, do fine, do fine, do thorough.