Reflections On The "Shanzhai Nike" Coming Out Of London Olympic Games

Before the London Olympic Games, the Egyptian Olympic delegation attracted a lot of eyeballs in the "Shanzhai Nike" made in China.

According to media reports, more than 100 Egyptian athletes and Olympic Committee officials came in and out of the Olympic Village, but their "Shanzhai".

But it's surprising that Nike's Logo is equipped with Adidas's zipper.

The official of the delegation of Egypt said, "although the clothes are Shanzhai, but the quality is good enough, we do not have much money to buy Shanzhai."

It has been said that the Shanzhai Nike pit has lost its Chinese face, but it is thought-provoking that why does the Chinese "Shanzhai" product with good quality fail to create its own brand and how to turn around and create its own brand?

The current situation of "Shanzhai" grey market in China

Over the past few years, China's Shanzhai production is developing at a speed of tens of times. It is no longer a purely cottage culture driven production. It has gradually formed an industrial chain for manufacturing and selling markets, and even has occupied a certain market share.

This, of course, has become a worry for the Chinese market, and the "cottage industry" has also been on the increasingly embarrassing road.

"Shanzhai" is a fake, fake.

A few days ago, the European Union released a report that the EU Customs seized 1 billion 300 million euros of counterfeit goods last year, of which nearly 73% came from the mainland of China, and another 7.7% came from Hongkong. Counterfeit goods from other sources were much less, 4.8% came from Greece, and 3.3% came from India.

Counterfeit goods are sold abroad, and the amount is amazing.

Chinese Shanzhai products are almost everything, from sports brands to food and beverages, from leather watches to electronic products, from daily chemicals to red wine cigarettes.

China's "Shanzhai" can get out of embarrassment

There is only one key to "Shanzhai" and "non cottage", that is, whether to have independent brands.

Not to mention the Shanzhai manufacturing of countless small workshops in China, the "mutual Shanzhai" between big brands has also become a trend.

Whether you admit it or not, the issue of product homogeneity between big brands is a fait accompli.

Coca-Cola and Pepsi Cola's product line are almost the same. You have Sprite, I have seven UPS, you have maid, I have pure fruit music, you have Fanta, I have Miranda.

Not to mention who is the "Shanzhai", anyway, it is to jointly expand the category market, consumers also get tangible benefits.

Instant noodle industry, Master Kang and United old enemy, the product line is highly coincident.

Now we go back to the problem of Shanzhai manufacturing industry in China. It is also in Shanzhai. Why is our manufacturing industry always on the road of Shanzhai? A big aspect is the lack of a brand that bears Shanzhai manufacturing.

There are many examples of successful use of "Shanzhai" to create a brand.

For example, the online sale mode of Chinese clothing has developed in recent years. This is actually a selling way of some large brands abroad, and then we succeeded in "Shanzhai", which is "all customers".

In addition, Tencent, Taobao, Baidu and so on should be regarded as the successor of the "Shanzhai" mode. In those days, Niu Gensheng left Erie to create the brand "Mengniu" and oath "together with Erie to build the Chinese milk capital". This rising star not only took the Pearl from the crown of Erie, but also succeeded in robbing Erie's "master" seat.

Aside from the current problems of Mengniu, Niu Gensheng has led Mengniu to create a miracle in China's dairy industry.

Therefore, whether Shanzhai can get out of such embarrassing road depends on whether the "Shanzhai" will choose such a forward direction, and whether it can make use of "Shanzhai" to create a successful brand to "Shanzhai" for manufacturing.

And the market and opportunities that the market offers to Shanzhai are also unprecedented.

Since China formally joined the WTO in November 10, 2001, the Chinese market has expanded rapidly, and countless foreign joint ventures have entered China. The prosperity of all kinds of brands at home and abroad in the Chinese market is amazing. Then, under such circumstances, quality problems appear frequently, and prices are rising with several times.

In this regard, the market gap has emerged.

In the market, there is a lack of product quality, and the price is suitable for low and middle consumption products.

Many brands with Shanzhai as their predecessors have already made a big gap in this special market, for example, China's Meizu mobile phone entered the mobile phone market in 2008.

Its first mobile phone M8 has attracted a lot of attention due to its extreme similarity with apple iPhone. It has become a landmark product of "Shanzhai mobile phone" in China.

Eventually, they achieved their own brand and gradually developed their own technology.

But always maintain a good quality and affordable price.

"Copycat imitation" turns around and builds brand to become "made".

In order to achieve a successful pformation, one must have a strong spirit to overcome the internal pressure to create a brand.

It is difficult to create a brand. To run an enterprise is different from doing the copy. The creation of an enterprise is completely different from that of Shanzhai.

This is a difference between the intrinsic nature. If the manufacturer does not find the right export at the beginning, it will fail, and eventually it will not be able to go up to the formal manufacturing.

The two is the support of the government.

It is a good example that the Jintan municipal government introduced support policies to boost enterprises' creation of their own brands.

Jintan has long been awarded the title of "textile and garment export manufacturing city". However, compared with other large garment markets, its own clothing brand is very small, because most of the enterprises mainly rely on foreign trade processing, and their profits are very small. Some enterprises even have their own brands, but lack of market orientation and lack of "going to the bottom".

In order to help enterprises out of the "predicament", the government issued special policies, and the highest subsidy for textile and garment enterprises developing the market was 1 million yuan, which set off a climax for enterprises to create their own brands and expand the market.

The support and guidance of the government will be the key to success or failure.

The three is to maintain the advantage.

We can not throw away the magic weapon of victory on the way forward. At the beginning, the low price of raw materials and processing fees can make the product enter the market with the advantage of low price, and then make continuous improvement on the basis of gradually increasing sales volume. China is not lack of creativity. The original advantage plus a little innovation will be the key to how far it can go.

The four is to adapt to the rules of the game.

China's market is very complex, and the way of success and growth of enterprises is similar, this is the so-called market game rules.

The quality and price of products is no longer a mere restriction. The culture of an enterprise, the image of an enterprise, the publicity and public relations of enterprises have become the weights to stand on the stage.

This is precisely the biggest difference between Shanzhai and manufacturing.

Shanzhai is dead, but manufacturing is alive.

The market has given the "Shanzhai" opportunity. Now whether the "Shanzhai" in the gray market can stand up, turn around, stand steady and come to the stage will be a test of the market for "Shanzhai", and also a hope for "Shanzhai".