Thoughts on the Foreignization of National Electrician Brands
In recent years, the criticism of the trademarkization of national electrician brands (or specifically Europeanization) seems to have increased. From the day when the Chinese national electrical industry really started, it was facing the impact of world-class electrician brands. Therefore, after more than 20 years of development, the national electrician brand is also constantly learning from foreign brands. From the macro level, it can be divided into two stages, which are explained one by one:
The first stage: the Asia-Pacific era
The typical feature of the Asia-Pacific era is the word "loose" or "odd" in the trademark. In the mid-to-late period of the 1980s, with the entry of Qisheng and Panasonic, and the increase in Japanese investment in China, especially in the field of electrical machinery industry, Japan’s household electrical appliances became high in China. Synonymous with quality and taste. Japanese goods became a symbol of the trend of that era. Therefore, when the Chinese electrician industry created the brand name, it was more inclined to choose a name for the day, especially the word "song".
The second stage: the European and American era
The typical feature of the European and American era is that the trademark has English translation features. In 2000, with the cold of Sino-Japanese relations and the warming of relations between Europe and the United States, the Japanese people of Japanese products began to cool down from fanaticism to rational treatment. Chinese consumers began to shift their eyesight to products in Europe and the United States. At the same time, European and American countries have different product design, quality and manufacturing concepts from Japan, largely satisfying the consumption upgrade needs of Chinese consumers. As a result, some European and American-style, non-nationalized brand names have emerged.
"The teacher has long skills to control the country"
Looking at the development of China's electrical industry for more than 20 years, is this phenomenon of foreignization right or wrong? The author believes that this "internationalization" is understandable under the premise of conforming to Chinese laws, regulations and ethics. After all, there is still a certain gap between China's industrialization and Europe and the United States. At present, Chinese consumers are still “Chongyang†after excluding brand positioning factors. After all, the industrialization process in the West has gone through nearly two hundred years of history, which is also closely related to China's overall national understanding and historical background.
In fact, the national electrician brand is also a strategy in the trademark and brand image level. "Is the international electrician giant not spare no effort to implement the localization strategy?" However, there are several preconditions for foreignization: First, the quality of products must conform to Chinese national standards. Products that do not meet the national standards, no matter how the brand is westernized, the ending is just like wearing a brand-name suit, and it is ridiculous to wear underwear. The day will come sooner or later. Second, avoid false propaganda. With the exposure of the Ou Dian incident, the national electrician brand should sound the alarm. Therefore, propaganda should not violate national laws, regulations, and ethics, and be in line with international standards in God to avoid operating at high risk.
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