IT companies to create an international brand of cold thinking

Chinese companies were selected as top 50 consumer electronics brands, and Chinese products were evaluated as “Best of the Year” products... From the shameful performance of the fledgling productions to the gorgeous dance dresses that appear today, “Made in China” is undoubtedly Las Vegas International in 2013. A major highlight of the Consumer Electronics Show.

However, in the global stage show, it is not enough just to make a debut, and becoming an international superstar is the goal. Yang Yuanqing, Chairman and CEO of Lenovo Group, said in an interview: “At the (International Consumer Electronics Show) platform, we cannot learn anything from these giants of Apple, because people don’t come. I hope that Chinese companies in the future can also With such a strength, we can't even see this platform, but now we can't reach that level."

The question is, what is the difference between Chinese companies and "that level"? Leaders of companies such as Lenovo, Huawei, Hisense, and U.S. International Data Group were interviewed by reporters at the show and gave their answers to this question.

First of all, brands need a "ground gas." Last year, Lenovo conducted a number of brand sponsorships and high-end brand building activities. Yang Yuanqing said that the ability of international giants to create brand stickiness and influence has many places where Chinese brands can learn.

Hisense Group, which has exhibited for many years, held the keynote speech at the International Consumer Electronics Show for the first time this year. The entire speech was very simple. There was no professional lighting and sound, and there was not much interaction between the speaker and the audience. According to Zhu Shuqin, head of Brand Management Department of Hisense Company, “This is just a beginning. We still have a lot of regrets in the design of booths, keynote speech forms, etc. Chinese companies need to participate in international large-scale activities to adapt to these rules and see the gaps. ."

The gap in technology accumulation is still evident. Zhu Shuqin said that in the field of television, Chinese companies have not yet mastered core technologies including display technology and chips. “At present, the shipments of Hisense flat-panel TVs are among the top five in the world, but they are in core technology with leading international companies. There is a wide gap between production and channels, etc."

In terms of innovation, Shao Yang, Huawei’s chief marketing officer, said: “Huawei began to struggle to expand its overseas telecommunications market more than 10 years ago. The only way out is to innovate, and to maintain continuous innovation, we must make products that are different from others. And it gradually reached the lead.” Zhu Shuqin said that Chinese companies must be able to truly research and develop new technologies by recruiting cutting-edge talent in the global field and investing in high-tech R&D centers.

In addition, foreign consumer culture also needs Chinese manufacturers to adjust to adapt. Gary Shapiro, president of the Consumer Electronics Association of the United States, said that in order to become a global brand and industry leader, Chinese consumer electronics companies must gain market recognition by respecting intellectual property and trademarks, focusing on brand building, services, and outstanding products. . Shao Yang said that integrating products into local culture and gaining local recognition is one of the major challenges facing Chinese companies.

Although there are still many deficiencies, after years of hard work, Chinese companies have achieved some success. The United States International Data Group recently selected the world's top 50 consumer brands, and many Chinese companies are among them. Xu Zhou, vice president of the company's Asia-Pacific region, said: "In the future of internationalization, Chinese companies should also be more confident to show themselves and adapt to the development of overseas markets."