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The following is the Trillions of opportunities in national mental resources From Global strategic positioning Report recommended by recordtrend.com. And this article belongs to the classification: global economy , research report.
The report shows that in the world’s cognition, China is moving from “made in China” to “Chinese brand”, and to truly realize “Chinese brand”, the global brand building of Chinese enterprises is the core. For Chinese enterprises, the categories represented by tea, Chinese food, clothing, intelligent Internet connected electric vehicles and herbal skin care products have great opportunities to build global brands.
According to reports, based on Reese’s unique positioning theoretical framework, this report focuses on “national mental resources”. Through consumer analysis and in-depth category research on six core markets of China, the United States, the United Kingdom, France, Germany and India, the report aims to identify potential category opportunities in various countries and regions, and to provide guidance for the global development of potential categories, So far, the first positioning report focusing on commercial categories has been formed in the world.
As for the concept of “national mental resources”, Xiao Yao, a Chinese partner of Reese strategic positioning consulting, said, “mental resources are cognitive resources accumulated over a long period of time. Consumers are deeply rooted in the mental resources of a certain country or region and are formed through the inheritance of one generation or even several generations. In the process of building global brands, enterprises often pay more attention to tangible assets such as capital, team and technology, while ignoring intangible assets such as “mental resources”. Enterprises and brands should make full use of national mental resources, so as to achieve twice the result with half the effort. “
The report also shows that the world’s perception of Chinese brands is gradually taking off the “low-end” hat. The higher the income group, the higher the recognition of Chinese brands. The Chinese image of traditional low-end manufacturing industry is gradually improving from the high-end population; technology and innovation have surpassed the cost performance ratio and become the first label of Chinese brands. At the same time, the global younger generation is more optimistic about China, which means that the international impression of Chinese tradition will change.
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