英文观点.docx

英文观点.docx

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英文观点

Newlifefortime-honorednationalbrands?

BystaffreporterLIUQIONG

When45-year-oldYuLiwasinheryouthfulprimeinthe1980s,sowastheShanghaiskincarebrandMaxam.NowadaysMaxamresidesinthelowerendofaChinesebeautymarketfloodedwithmyriadbrandnamesfromaroundtheworld.ForYuLithough,thelocalbrandisstillherfavorite."Thebestiswhatfitsyoupersonally.IprefertostickwithaproductIknowandtrustinsteadofventuringintoanewproductandriskimpairingmyskin."

Foundedin1962,Maxamreacheditszenithattheendofthe1980s,whenannualsalesexceededRMB300million.Besidesitsfinancialmight,theenterprisethatproduceditwasaforerunnerinChina'snascentcosmeticsindustryintermsofbothproductdevelopmentandmarketing.ItproducedChina'sfirsthairspray,sun-blockcreamandhandlotion,openedthefirstbeautyschoolandbeautysalon,andintroducedmarketingtacticstoChinasuchasconsultationwithaspecialist.Itevensponsoredthenation'sfirstbeautycontest,abortedunderpressurefromthegovernmentaftertheeventignitedfiercecontroversy.

AftertheenterpriseenteredajointventurewithSCJohnsonWaxin1991,itsfatetookasurprisingturn.SalessuddenlyplummetedtoRMB6millionayearanditsproductsseeminglyevaporatedfromstoresovernight.YuLirecallsforalongtimeshecouldonlyfindMaxaminthebiggestmalls.

InSeptember2004theoldbrandcamebackintoChinesecustomers'sightjustasabruptly,withcommercialsacrosssixchannelsofChinaCentralTelevision（CCTV）,themostviewedmediainthenation.ItmadebignewsagainthatNovemberatthestation'sannualadvertisingbiddingconferencebysecuringtwoprime-timespotswithastaggeringRMB50million.ThesemovestriggeredexpectationsofMaxam'sresurgenceafteralongperiodinthedoldrums.

BoomingMarkets,DyingBrands

ThegoldendaysforChinesebrandsofthe1970sand80saregoneforever.Atthattimeallconsumercommoditiescouldfindareadymarketaseverythingwasindireshortsupply.Aftertheopeningupandreformpoliciesprogressivelyabolishedhurdlesforforeignimportsfromthelate1970s,manyindigenousbrandseagerlymergedwithtransnationalcompanieslookingtoedgeintotheChinesemarketbysettingupjointventures.

Ingeneral,however,multinationalshavenotsetupshopwithlocalenterprisestomaintainlocalbrands.AsmarketingexpertLiGuangdouexplains,"TransnationalcompaniesinChinahavefollowedastrategyofoverwhelmingChineserivalswhentheycan.Iftheycan't,theybuytheirbrandsandshelfthem."P&GandVolkswagenaretwoexamples.WhiledrumminguptheirownbrandsthesecompaniesfrozethoseoftheirChinesepartners,leavingthemtodieinoblivion.Manywell-knownChineseproductswerefinishedinthisway,includingPower28,aHubei-basedwashpowderbrand,andWhiteCat,aShanghai-baseddetergentbrand.

AlthoughChinahadmoreregisteredbrandsthananycountryintheworldbytheendof2006（27.74million）,thebleakfactisthat90percentofthenation'sjointventuresaremarketingtheirproductsunderforeignbrandnames.SevenofChina'seighttopdrinkproducershavebeenannexedbyCoca-ColaandPepsi.ThreeofChina'sfourwashpowderproducerswithanannualoutputabove80,000tonshaveshiftedtoforeignhands.Morethan90percentofthesoftdrinkmarketisdominatedbyoverseasnames.Andforeignbrandsclaim75percentofthecosmeticsmarket,and30-40percentofthefoodandpharmaceuticalmarket.

Likemothersguiltyaboutwatchingtheirchildrensuffer,manyChineseenterpriseshavebeguntotryandredeemoldlocalbrands.In1995,forexample,ShanghaiJahwaGroupPresidentGeWenyaodecidedtobuyMaxamback.Butthebeautyproductmarkethadchangeddrasticallyduringthefouryearsofthebrands'relativeinvisibilityundertheSino-foreignpartnership.Between1990and1994China'scosmeticsmarketballoonedfromRMB4billionto50billion,withskincareproductsaloneaccountingforRMB20billionofsales,afiguregrowingatanannualrateof20percent.MaxamwascaughtbetweensuchbiginternationalnamesasP&G,UnileverandL'Oreal,aswellasemerginglocalcompaniesattemptingtocapturethemid-tolow-endofthemarket.IntheensuingbitterstruggleMaxamhadhitanadirby2002.

ThequestionforJahwaatthatpointwaswhetheritwascommerciallyworthwhiletotryandrejuvenatetheoldbrand.Opinionsdifferedwithinthecompany,butamongsttheoppositiontodumpingMaxamaltogetherwasWangZhuo,deputygeneralmanagerofthegroup.FinallyWangandtheotherexecutivescametotheconclusion,"Innovationshouldnotbeunderstoodasindiscriminatelyforsakingtheold.Suchthinkingiscowardlyanddetrimental."Maxam,theyreasoned,stillenjoyedwidebrandrecognitionandabroadconsumerbase;althoughitsannualsaleshaddwindledtohundredsofmillionsyuan,itwasstilladecentturnovercomparedtomanybrandpeers.Havingcometoaninternalconsensus,thecompanykickedoffanaggressiveadvertisingcampaigninSeptember2004.

OldNamesinaNewEra

AsChineseconsumersgrowmoremature,manyareshowingrenewedinterestintheoldnationalbrandswhichtheyoncedisdained.ArisingsenseofChineseprideandpatriotismisfurtherbolsteringthistrend.NativeproductsarenowahottopicontheInternet,reflectingandfuelinginterestinthereal-worldmarketplace.Butit'sfarfromenoughforoldnativebrandstorelyonconsumers'nostalgiatowinbackpopularity.Infact,inmanyinstancestheproduct'slonghistoryisdetrimentalinshoppers'minds."Oldbrandshaveaweaknessinthattheyareoftenhistoricallyassociatedwithinflexibleoperationsandlacklusterproducts,bothofwhichareobstaclestotheirrevival,"saysZhengDanyang,adirectoroftheChinaTime-HonoredBrandsAssociation.Zhengbelievesthesolutionliesinanawarenessofthecurrentmarketandskillatpitchingtheproducttothecontemporaryconsumer.

The150-year-oldNeilianshengShoeStoreonceonlyhiredexperiencedseniordesigners,forexample,butnowalsoemploysfreshgraduatesinabidtoaddafashionabletouchtoitshand-madeclothshoes.Anotherexampleisthe180-year-oldWanglaojiHerbalTeabrand.ThisCantonesedrinkhasthemedicinalfunctionofexpellingheatfromhumanbodybelievedtocausemanyailmentsintraditionalChinesemedicine.Thedrinkisnowpackagedincansandpaperboxes,andhasfoundnewpopularityasanaturalhealthbeverage.Thenotionofpreservinghealthsellswellintoday'sChina.

Otherbrandnameshavereappearedonthemarketafterlongabsences,suchastheWarriorsneaker,the"ChineseAdidas"ofthe1970s.Evensometoiletryitemsofourgrandparents'era,suchasShellCream（skincreamsoldinrealshells）,andVioletandXiefuchunblendedfacepowder,havefoundanewmarketamongstChina'sfashion-obsessedurban-dwellingyounggirls."Time-honorednationalbrandsareatremendoussourceofwealthforChina,"saidProfessorHuangGuoxiongofRenminUniversity'sBusinessSchool."Oldbrandshavepotentiallystrong员工记者廖琼时45岁余李是她青春的黄金在八十年代，也是上海护肤品品牌Maxam。

今时今日Maxam驻留在一个充满从世界各地各种品牌的中国美容市场的下限。

余李虽然，本地品牌仍是她的最爱。

"最好是什么适合您个人。

我宁愿继续使用一种产品，我知道并信任的而不是冒险进入一个新的产品和我的皮肤损害的风险"。

Maxam成立于一九六二年，在八十年代时，年销售额超过人民币300万元年底达到其天顶。

除了其财政的可能产生它的企业是我国初见化妆品行业的产品开发和市场营销的先行者。

它产生中国的第一个hairspray、太阳块奶油和手洗剂、打开第一美学校和美容院，并推行营销策略对中国如咨询专家的意见。

它甚至主办的全国第一选美比赛后事件点燃激烈争论,，政府的压力下中止。

企业进入一家合资企业的供应链约翰逊蜡在九一年之后，命运拿了一个令人吃惊的轮。

销售突然下跌人民币6万看似蒸发的一年，它的产品，从存储一夜之间。

余李回忆她只找到Maxam中最大商场很长时间。

二○○四年九月老品牌进入中国客户的景象就像突然、跨六频道中国中央电视（电视）的广告，在全国最查看的媒体回来了。

它大新闻又犯，十一月在车站的每年广告报价会议通过保护惊人人民币50万两黄金时段点。

这些措施会触发一段长时间后低迷的Maxam的再次出现的期望。

飞速发展的市场、临终品牌金日子为七十年代的中国品牌和80年代一去不复返。

当时所有消费商品可以销路很好，一切都是严重缺乏。

在开放及改革后的政策逐步取消外国进口自七十年代末期很多本地的品牌与跨国公司合资设立了看中国市场到边缘急切地合并的障碍。

一般来说，不过，跨国公司没有设置与本地企业店维持本地品牌。

作为市场营销专家李Guangdou介绍，"中国的跨国企业已遵循策略时，他们可以压倒中国的竞争对手。

如果他们不能他们买他们的品牌和架它们时"P&G和大众是两个示例。

而鼓吹自创品牌，这些公司冻结了那些他们离开他们死于被遗忘的中国合作伙伴。

很多知名的中国产品是以这种方式包括电力28、一个基于湖北的洗粉品牌和白猫，上海洗涤用品品牌完成的。

虽然中国（27.74亿元）2006年年底，世界有更多注册的品牌，比任何一个国家，黯淡事实上，90%的国家的合资企业销售他们的产品，根据外国品牌。

中国的八个顶部饮料生产商的7个已被夹附由可口可乐、百事可乐。

中国的四个洗粉生产者80,000吨以上每年输出的三个有转移到外国的手上。

饮料市场的90%以上是以海外名称为主。

与外国品牌声称，化妆品市场75%和30-40%的食品和医药市场。

内疚看容受其子女的母亲像很多的中国企业已经开始试着赎回旧本地品牌。

例如在1995年，上海Jahwa集团总经理葛Wenyao决定买回来的Maxam。

但根据中外合作品牌的相对隐形的四年期间大幅改变了美容产品市场。

1990至一九九四年间中国化妆品市场ballooned从人民币40亿到500亿元人民币20亿元的销售，皮肤护理产品单是会计与图growiculturalandhistoricalappeal.Buttheywon'texcelintoday'smarketunlesstheychangewiththetimesandkeeprenovatingthemselves."Likethenationitself,China'soldbrandsneedtodrawontheirhistorywhilereinventingthemselvesforthe21stcentury.

（ChinaTodayJanuary8,2008）

Wuxi,locatedinthesoutheastofJiangsuprovinceineasternChina,hasbeendubbed"theglisteringpearlofTaihu"withtheTaihuLakerunningadjacent.Apartfromitsexceptionalnaturalflavors,Wuxialsoenjoysrichindustrialresourcesandwasoneofthecitieswheretheearliestnationalindustryandcommercehavebeendeveloped.Duringthepastcenturies,alargenumberoftime-honoredenterpriseswithuniquecharacteristicshaveflourishedinthecity.ThesetrademarksofWuxiaretheembodimentofthelocalpeople'stalents,oftheirtraitsofhardwork,andhavebecomethesymbolofthecity'sachievements.Intoday'sprogram,wewillfollowourreporterYunFenginvisitingthecityofWuxi,exploringthestoriesbehindthesetime-honoredbrands.

REPORTER:

IfyouarefamiliarwithWuxi,Iamsureyouknowaboutthethreefamousspecialtiesofthecity:

clayfigurines,wheatglutenandbraisedporkribswithsoybeansauce.Speakingoftheporkribs,thereisafairytaleabouttheirorigins.Onceuponatime,MonkJigong,knownforhiseccentricbehaviorbutkindheart,cametoWuxiafterhearingofitsreputation.O