Lack of soft power makes for weak brands
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Yao Jingyuan (Chief Economist of National Bureau of Statistics)
In the long run, 30 years of reform and opening-up have created many opportunities; in the short term, the external situation of China's economy is better than that in 2010, which provides a very good chance for enterprises to expand overseas.
Therefore, the foundation has been laid, but still lacks two conditions: enterprise decision and talent.
Zhang Wenkui: CNN is broadcasting China's "national image" commercials and last year it also broadcast "Made in China" commercials.
We have $2.85 trillion in foreign exchange reserves. Can we spend the most money for commercials on CNN? No.
We have to have world-class enterprises to support world-class brands. How to become a world-class enterprise? Scale and value, first of all.
If the scale is very large, but the enterprise does not create value, it does not work. The enterprise must create value for shareholders, customers, employees and society. Only with a strong brand can it become a world-class enterprise, and only through historical test can the brand be handed down.
Long Yongtu: A brand indicates "quality plus culture." First, good quality products are a must, plus soft power and soft influence. The going-out of Chinese enterprises and Chinese brands cannot be seen as purely economic and trade matters. In fact, it involves the national image. Our cul-tural soft power should be strengthened for Chinese enterprises and brands to go out.
We should follow international rules and norms. China's entry to the WTO attracted global attention because we promised to the world that we will observe international rules in foreign trade. A country observing rules, no matter how powerful it is, will not be seen as a threat. Thus, the other aspect of shaping the image is to promise to indeed observe international rules.
Wang Yong (Secretary General of Brand China Industry Union)
While promoting brands, we should also have cooperation among China's own brands. Many enterprises just try to promote their own brands abroad. A chopstick is easily broken while a dozen chopsticks are not. With orderly teamwork while going out, others may feel the impact of groups of Chinese brands.
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