Nike Capital Structure
Speed up the cultivation and development of independent brands, "Review of two series of reports
In recent years, the world's manufacturing industry began to shift to China, foreign capital inflow in China. Transfer Ye Hao, into the matter whether their eyes are a lot of cheap Chinese labor, China has yet to awaken awareness of resource costs, there are huge potential market. The purpose of the transfer and flow are very clear: one to profit, the second to the market.
China actively welcome this shift and flow, the purpose is very clear: First, the market for technology, change management, and second, by foreign institutional change, change mechanisms. There is a prerequisite for China as a strategic foreign partner to the hope that both sides in the competition to build cooperation, cooperation in competition in the win-win situation.
However, the win-win idea that in close combat can only change the bloody past, can not change the interests of both game itself. No matter the competition, or is it competition cooperation, Chinese and foreign parties, the competition is still the main theme. "No permanent friends, only permanent interests", if the moral torture aside, this statement should be the motto of the business community. "Permanent interests", is to develop the bottom line.
Although the strength of the poor, but we have cheap labor, has a huge market, the market economy today, these especially the latter are very scarce resources, which constitutes the bargaining chips. With the weight of great weight, we can uphold their interests proposition, we can guarantee no loss of self.
Of course, it should be clear: different industries, different companies have different levels of development should be the bottom line. We can not expect all of the industries and businesses have a strong self-cultivation of the brand. "Give, do something" in the adjustment of China's state-owned economic structure and layout of the invention, used in the cultivation and development of own brands, the same as appropriate. As for the "progress" and "retreat", the standard should be pre-programmed, and once developed can not be easily changed. "Progressive" and "return" standard is to develop the bottom line, it is a national test of the wisdom and skill.
Using training methods
Accession to the WTO, economic globalization brings the most typical cases of China. The eve of accession to the WTO, people are most worried about is the strength of multinational corporations to bring their products into China. Two years later, surprisingly, the multinational companies into China is not a product but a brand.
Foreign is wise. Influx compared with the product, branded low-cost use of not only China's labor and resources, and quickly develop their own consumers, to seize the Chinese market.
In the face of this unexpected situation, people once again exposed their deficiencies. For example, in relation to the question how to cultivate their own brands, people still talk about our research and development, design capabilities, or production processes, sales model, the lack of expectations from R & D, design, production and sales from the whole chain to cultivate independent brands . As everyone knows, some multinationals have long abandoned this conventional weapons.
Nike's myth known. Many people described: a two-storey building at Nike headquarters, could not see a pair of shoes, the staff were busy do only two things: one thing is a global marketing network, and the other thing is the management of it scattered global companies. Although not a production equipment, Nike Corporation has built a dozens of countries throughout the empire. A pair of Nike shoes, producers can only get a few cents of earnings, by virtue of its global sales, Nike Corporation was able to get dozens or even hundreds of dollars in profits.
Nike count as its own brand? The answer is definitely yes.
Late last year, the world cosmetics giant L'Oreal will be "little nurse" income to hire. This is a premium business. L'Oreal is not only nurses with a small mass of this little known brand to fill the void their brand pyramid base, and gain a small nurses across the country 280 000 sales outlets and the annual output of 100 million of cosmetics production base.
"Create better buy", is the essence of brand development for L'Oreal.
Brand confront quietly jumped to the capital from the product level, level, against a backdrop of economic globalization, the new changes. At this point, we can not have missed is the "autonomy" of the right border. Some experts have analyzed the so-called autonomy, is essentially a concept of property rights, the emphasis is mine, I control, not me R & D, I create. Therefore, cultivate independent brands, the test of an enterprise logistics resources, ability to integrate resources, as long as I have the ability to revert to me under the command of domestic and foreign resources, dominated by me, nurtured the brand is my own brand.
Seen in this light, the background of economic globalization and development of independent brands under cultivation, is a systems engineering, in addition to a national interest based upon a clear brand strategy, requires a bottom-line brands adhere to the development of attachment in addition to foster the concept of the brand needs to be updated, rich means to cultivate the brand.
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