What lessons do Chinese lighting brands need to fill?

Forbes (Forbes) recently released the list of the world's most valuable brands TOP100 in 2016, and none of China's brands was on the list. For the reasons why Chinese brands are not listed, Forbes's explanation is that the list has its own specific evaluation rules, such as requiring the list of brands to carry out business in the US market, which will affect the brand of Chinese brands. It is precisely this rule that, from historical data, we can hardly see that Chinese brands have appeared in the list since 2010. Forbes's explanation seems to have given Chinese brands a new step. But suppose that if China is to rank the most valuable brands in the world, the scoring rules also have to "carry out business in the Chinese market", will it affect the brand of American brands? It should have little impact. When people come to us, it's okay for us to go to other people's homes. The problem is obviously not in the rules itself, but because our business is really bad, and there is still a big gap between the real international brand. In fact, there are also some Chinese brands that are doing business in the US market. Internet companies such as Alibaba are still listed in the United States, but these businesses do not have much business in the United States, and their achievements are still limited to China. Generally speaking, enterprises with overseas business income exceeding 30% are internationally capable, but the average international index of China's international companies is only less than 14%, far below the 61% of the 100 largest multinational corporations in the world, and also lower than that of developing countries in the same period. The average level of transnational corporations is lower than that of the developing countries. Moreover, most Chinese enterprises are not based on technological strength, but mainly trade and intermediate products, and lack of truly international operation capability. As for the "big" enterprises, although they are always on the top of the global wealth list with huge volume, for example, in the Fortune 500 list of the world's top 106 companies in 2015, Sinopec, CNPC and China's home appliance network enter the top 10, but their brand value is not optimistic. They are mostly monopolized, with a low level of business globalization, not only in the United States, but also in other foreign markets. We know that brand value is wealth, but the amount of corporate wealth is not directly related to brand value. David Reibstein, a professor at University of Pennsylvania's Walton School of business, points out that the value of a brand depends on its acceptability. In terms of business, whether a brand is valuable depends on whether consumers are willing to pay higher prices or have stronger desire to buy. If Sinopec and CNPC enter the US market, will American consumers be willing to accept them? The important subjective indicators such as consumer satisfaction and loyalty to the enterprise brand have been added. Forbes's brand list can better explain the global competitiveness of enterprises, and the reason why Chinese brands can not be listed is self-evident, and what lessons should be made is clear. Professor Zheng Yuhuang, a marketing director at Tsinghua University, believes that the essence of marketing is to attract customers and retain customers. Compared with the world's outstanding corporate brands, the main difference between Chinese enterprises and brands is that they lack the ability to really attract customers and retain customers. Few brands can truly focus on customers. Most Chinese enterprises still focus on attracting customers rather than "retaining customers". Therefore, we often see that many companies are willing to spend large sums of money in advertising to attract customers, but they ignore the fact that advertising can only bring fame, but can not bring satisfaction, reputation and loyalty. If the product quality of an enterprise can not be tested by the market and consumers, a negative evaluation is enough to destroy the brand image that the enterprise spends huge amounts of money to build up. From this, we can see that the most important lesson for Chinese corporate brand is to seize 3 key points in customer centered marketing practice: creating value for customers, satisfying customers and creating customer loyalty (long-term relationship). In the competitive market, the success or failure of many brands has proved that whoever can persist in such a universal business value such as "customer centred" will be the ultimate winner.