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“Chinese elements”, Core Gene of Chinese Brands

What are Chinese elements? Many of my friends are actively thinking about this issue. I am so happy about it. This issue is too big to be articulated with a few words. In my opinion, first, “Chinese elements” are not only a symbol of traditional culture. By no means should it be a simple complement to western culture, nor narrowly defined as a banner to advocate nationalism. “Chinese elements” as creative language should not be regarded as a fashionable new term. Indeed, an indisputable fact is when the global economy can not be separated from the sustained growth of China's economy, Chinese culture cannot be separated from the civilized world too, because Chinese culture is an indispensable component of human civilization. “Chinese elements”, reflecting the spirit of Chinese culture, will lay a foundation of self-confidence for Chinese brand to go international, and assume the mission of integrating into and influencing the world.
Today, the “world is flat”, invisible controls visible, knowledge controls material, culture controls value. What contained in the “manufacturing” by the strong developed countries is stuff that is very light, such as brand, standard, patent, dream, culture and lifestyle. China, with its civilization that lasts for over 5,000 years, should take initiative in this aspect. When we are intoxicated in the fact that each person in this world will buy each year a pair of shoes made in China, two meters of cloth made in China, three garments made in China, do not forget that 90% of them are affixed with brands of other countries. Today, China has already had more than 170 kinds of goods ranking NO. 1 worldwide in terms of output, but lacks any world-class export brand. Compared with the rest of the world, our advantage still lies in cheap labor and resources consumption. We are still at the lower end of the value chain of world economy. However, when China's national image is more and more acceptable to the world today, what should Chinese enterprises do? What should the creative people in China reflect on? What value should Chinese brands own to become irreplaceable? If we have careful insights into the strong brands widely accepted in the global market, it is not difficult to find that behind each successful brand is the strength that originates from the spirit of local culture, for example, the innovative spirit and sense of leadership of America, the teamwork and sense of crisis of Japan, the luxurious romantic and artistic fashion of France, the rational expertise of Germany and the never-give-up spirit of South Korea. People can understand the cultural value through different element symbols so as to comprehend the in-depth connotations of the brand. We can play a game to change the owners of famous brands, supposing “Sony” is a German brand, “Samsung” American, “Apple” Japanese, “Benz” Korean, while “Microsoft” French, you will feel strange. The obvious reason is that the dislocation of elements leads to confusion of cultural connotations. Therefore, the cultural elements of a country are decisive to its brand gene.
1964 Tokyo Olympic Games and 1988 Seoul Olympic Games are symbolic that our two neighboring countries were vigorously entering the international arena. It is also a critical moment that “Japanese elements” and “Korean elements” are integrating into the world. Today China’s foreign exchange reserve has exceeded 1.2 trillion US dollars, the largest in the world, even affecting the fate of dollar. The upcoming 2008 Beijing Olympic Games will become the new coordinates for the development of China; vision of mankind will focus on Beijing, as creative people of China, can we be content with our ancestors’ four great inventions, porcelain, bronze, terracotta figures and Lanting calligraphy? Can we tolerate that we only know how to copy Mickey Mouse, Donald Duck, Nike shoes and jeans? Can we copy the road to success of the brands like Coca Cola, Starbucks, Intel and Toyota in the world market? How can Chinese brands go international? I believe this is very driving force and mission of the creative “Chinese elements”!