What courses do Chinese lighting brands need to fill?

Forbes (Forbes) recently announced the world's most valuable brand TOP100 list of 2016, Chinese brands no list. The reason for Chinese brand missed the list, Forbes's explanation, because the list of specific evaluation of their own rules, such as regulations on brand must carry out business in the U.S. market, this will affect the brand China score. There is such a rule, in terms of historical data, since 2010, we can hardly see Chinese brands appearing on the list. Forbes explanation seems to give Chinese brand a step, but imagine if Chinese engage in a most valuable brands in the world ranking, scoring rules also have "must carry out business in the Chinese market this one, is not to affect the U.S. brand score? Should have little effect. We have nothing to do here, we can not go to the others, the problem is clearly not in the rules itself, but that our business is really not good, and there is still a big gap between the real international brands. In fact, doing business in the U.S. market China brand also has some, such as Alibaba listed Internet companies in the United States, but the volume of business of these enterprises in the United States are not large, the achievement is still limited to the domestic Chinese. Generally speaking, overseas revenue of more than 30% of the enterprises is the ability to operate the international, but China international company average transnational index less than 14%, far lower than the world's 100 largest multinational companies of the 61%, also lower than the same period the level of 38% developing countries. Moreover, China's enterprises are not based on technical strength, but mainly trade and intermediate products, and lack of real international operation ability. As for the "national large enterprises, although with huge volume often boarded the top of global wealth (for example, in 2015 the" fortune "Global 500 list, China has 106 companies on the list, Sinopec, PetroChina and the national grid in the top 10), but their brand value is not good, is the reason why they are against the monopoly business globalization degree is low, not only in the United States have little business in other overseas markets are also rarely seen. We know, brand value is the wealth of enterprises, but the amount of wealth is not directly correlated with the brand value. David Reibstein, a professor at the Walton School of business at the University of Pennsylvania, points out that brand value depends on how well consumers accept it. From an enterprise point of view, whether a brand is valuable depends on whether the consumer is willing to pay a higher price or have a stronger desire to buy. If Sinopec, PetroChina and other Chinese companies enter the U. S. market, will American consumers be willing to accept them? Joined the consumer brand loyalty and satisfaction and other important subjective indicators, the Forbes brands is better able to explain the global competitiveness of enterprises, and the reason China brand not on the list is self-evident, to fill what courses are also clear. Ph.D. in marketing at the Tsinghua University professor Zheng Yuhuang analysis, the essence of marketing is to attract customers and retain customers. Compared with the global excellent enterprise brand, the main difference of our country's enterprise brand lies in the lack of the ability to attract and retain customers, and few enterprise brands can truly be customer centered. Most Chinese companies still focus on "attracting customers" instead of "retaining customers"". Therefore, we often see that many companies are willing to spend a lot of money advertising to attract customers, but ignore one point: advertising can bring only publicity, and can not bring satisfaction, reputation and loyalty. If the product quality of the enterprise can not stand the inspection of the market and consumers, a negative evaluation will be enough to destroy the brand image that the enterprise spends heavily. Thus, China brand most need make up the class, is in the customer centered marketing practice, grasp 3 key points: to create value for customers, to provide customers with satisfaction, create customer loyalty (long-term relationship). In the fierce competition in the market, many brands are proof of the success of the enterprise process, who will be able to "take the customer as the center" of such a universal business values persist, who will be the ultimate winner.