International brands are no shortcuts to success?.

<P> In "sales and marketing," the sports 4 </ P> <P> saying this is another was then, has the "poverty of the country" hat thrown into the Pacific severely in China, has now become .the world's third largest economy, even beyond this date may be Japan. .Corresponding is showing more and more Chinese brands are also highly competitive, although China ranked the world's top 500 brands, or the central level and the majority state-owned enterprises, and even more concentrated in monopoly industries. .But many Chinese brands bigger and stronger, out of Asia to the world achievements in international brand ambitions are also growing. .Ideal for the development of the brand have a dream that ambition is necessary, but there are ways to strategy strategy is necessary, otherwise only be a nightmare. .</ P> <P> Ever since, there are always wondered if Chinese companies can have overnight become the "international brand" super shortcuts; Ever since, a wide variety of issues that the so-called "international brand" to .domestic enterprises into the eyes of a public Hercules pills, the so-called fantasy moment for the international brands to their own businesses into the endless energy of a night from the domestic to the world. .But the countless bloody proved the lack of overall ability to predict the strategic industry, the lack of superior ability to integrate resources, lack of adequate operational capacity of the brand, then "adopted" to the international brand will eventually marry someone else to do .clothing; "illegal immigrants" to the international brand is ultimately a good eye for spotting people cry; "smuggling" to the international brand, a day Qiruoyousi, patients eventually become a destroyer KITTY cat. .This also is a testament to Professor Lang's judgments, the "new imperialism" is one such "invasion" of Chinese brands, can not but super alert. .</ P> <P> a brand smuggling: either heaven or hell </ P> <P> first eye must be open, to refrain from smuggling "foreign garbage" brand; more important is to refrain from the original .high gold content of the brand, in their own hands into a "foreign garbage"; such as Lenovo's purchase of the brand before, BENQ acquisition of Siemens mobile phone brand, and TCL Thomson annexation, on the whole can not be called successful, the latter two can even .is lost the original capital, international road not only did not become clear for everyone, even the dream of international worth of broken mess. .</ P> <P> Lenovo Thinkpad after the acquisition of the biggest flaw there: First, do not defend the international brand Thinkpad pure blood, not to maintain the independence of its brand, but superfluous classified Lennovo its products under the parent brand .brands, resulting in "Princesses" had become a "civilian population"; the second is Lenovo's Thinkpad products in a gradual trend toward the low end, not only is the original injury is no longer loyal consumers are loyal, they can not attract new customers .group joined in, caught in the situation of non-Gan is not being completely embarrassed only himself to blame; </ P> <P> If the integration of Lenovo and Thinkpad is a typical case of failure, then the BENQ and Siemens mobile phones, TCL and Thomson to genuineness .is the lack of insight, direct to the general guidelines of foreign garbage as a baby in. consequences. .Siemens mobile phone brand is already wound up losing ground to sunset wherewithal, and Tom inferior CTR field advantage in the era of the arrival of flat-panel TV has completely lost its competitive edge, in this sense, BENQ and the TCL brand is certainly a failed smuggling .kinds of necessity. .</ P> <P> even Geely recently caused widespread concern with the Volvo brand merger, I also do not like some other experts and the media so optimistic. .Volvo's most fundamental motivation is nothing more than to take advantage of the Volvo high-end, international brand value, which pulled the Geely brand quality and brand image, a low-end to reverse the Geely car for the bad impression, as .fully into the high-end market to find a key that allows Sesame. .This is not good thing to say, Volvo Shangqie annual loss in the hands of struggling Ford, Geely's can quickly go to comeback at least I do not hold much hope. .The core technology can not fully transferee, but also to discount the value of Volvo. .</ P> <P> hubbub of speculation last year, another pile in the acquisition of Sichuan Proton Hummer incident is one of the few Chinese companies in recent years, international brands and to meddle in a classic case of victory. .As the saying goes, what will make up what is missing. .Tengzhong are unknown in China before, is the lack of visibility, the final release of the information acquired Hummer not take action, does not cost a harvest is a major media and the public on the brand ultra-high temperature sensation in Tengchong, indeed bring wisdom. .Geely is the lack of high-end pedigree, Volvo wanted to catching up, but fear not only did not try for fear of unlucky, but the Volvo's high-end diluted blood, 18 billion U.S. dollars do not just harvest the highly inflated pride .sense of it. .</ P>.