Deadly ignorance- Facing domestic brands five Mishap.docVIP

 PAGE \* MERGEFORMAT 5 ‘Deadly ignorance’: Facing domestic brands ‘five Mishap’ China’s enterprises in 2001 rainy. First, Mr. Peng Zuoyi’s sudden death, as one of the most outstanding entrepreneurs, Peng Tso-yi Tsingtao, under the leadership of the performance and virtually no long-term development potential, do not gasp in admiration. Mr Pang said his passing leaves a suspense: There is no Peng Tso-yi’s Tsingtao future will be like? Followed by Kelon and Jianlibao easy-owners, had been regarded as the most promising local brands of Kelon, in the embarrassment of huge loss in net worth did not fall into the hands of how innocent Gu Chujun, but as a carbonated beverage industry, the national flag (although is the self-proclaimed), the new owner Jianlibao Zhang habits sell low to buy high-capital operation, in the end how the fate They indeed worrying. Recently listed companies reported out of the fiscal year 2001 annual business report of letting disappointed all walks of life, apart from Haier, Changhong, Chunlan, Gree, several companies achieve profitability, the loss-making listed companies has exceeded 90%; some well-known home appliance brands Annual Report Some simply can not bear to look into the head, Konka loss of nearly 7 billion yuan, Wanjiale loss of more than 1 billion, a loss of 1.5 billion Kelon Electric. Chinese domestic brands are being hit a second growth after the nineties crisis. Why are so-called ‘well-known brand’’well-known trademark’ do not bring corresponding benefits to the enterprise? The construction cost of the brand is always high? Why is there a sign of trouble within the enterprise will lead to a significant devaluation of the brand? Why stop advertising a decline in sales immediately? Why does the media articles and a small incident can ruin the quality of a brand (although Nestle, Toshiba has turned out a great quality of the incident but did not hurt the brand strength)? The answer is very simple: a lack of excellent local