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Why are there "Ma Yinglong hemorrhoids", but not "Li Shufu automobile" and "Ma Yun group"?
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If you compare the recently released "China 500 most valuable brands" with the world's most valuable brand catalogue, you will find interesting rules. Many well-known European brands are directly named after the founders and their families, which looks like "family brands". Even if the brand becomes easy to own later, the imprint of the existing family still exists, and there are few "family brands" that can be called by name, such as Gucci.
In Europe and the United States, there are only a few enterprises named after entrepreneurs. Aircraft (Boeing), automobile (Ford, Mercedes Benz, Porsche, Cadillac, Lamborghini, Chrysler, Rolls Royce, Audi, Ferrari, Bentley, Toyota, etc.) construction machinery (Mitsubishi, pine). 3C) Dell, Panasonic, Sony, Philips); Communications (Siemens, Ericsson; Finance (Morgan, Lehman); PETROLEUM (Rockefeller); Chemistry (DuPont); anecdotes (Colgate, Estee Lauder, Unilever, Watson); entertainment (Disney); sporting goods (Adidas; luxury goods (LV, gucci); diet (McDonald's, Starbucks, Michelin); pharmacy (Bayer, Johnson & Johnson; retail (Wal Mart); razor.
In addition, papmg and HP have two founders. The brand names PG and HP are respectively composed of the initials of the last names of the two founders. DHL's name is taken from the initials of the last names of the three founders (Dalsey, Hillblom and Lynn).
Generally speaking, the "family brand" with the founder's surname seems to cover the best enterprises in all industries in Europe and America. Because of my surname, I think this brand has a long history. It also means "the credibility guarantee of the ancestors" and improves the trust of consumers.
What are the Chinese brands with surnames? In the life scenes of ordinary people, we are familiar with: (note) in the late Qing Dynasty, Ma Wanxing was nicknamed "Jingyuan" after his father, Li Ning, Wang Laoji and Tan carpenter. Although the "old godmother" and "mud pit" are highly personalized, they do not directly name the entrepreneurs.
Don't Chinese entrepreneurs have the habit of naming companies and brands with personal names? It will also rain. In fact, the owner's personal IP is an existing ceremony in the ancient Chinese "family seminar". For example, the entrepreneur's personal name and "nickname" are embedded in the brand of the next century old store.
In fact, China's Centennial pool is quite large, but most of them have not gone out of small regions to give play to the influence of China and even the world.
At present, Foshan, Fengsheng pharmaceutical are subordinate brands of Yongchuan Pharmaceutical Group, and Chen Xianxian drugstore and Wang Laoji herbal tea are subordinate brands. We can make the following two inferences.
Many family brands may be marginalized or even disappear in the changing process.
In the wave of "public-private partnership" in the 1950s, many family brands and time-honored brands with a history of more than 100 years disappeared. Even if they did not disappear immediately at that time, they "killed everyone" after nationalization.
After the founding of new China, the brands with Founder genes include hairdressing, Shisanxiang, Kelin mingmianye, Li Ning clothing, training, Li Yangguang English, Yu Rui cosmetics, Zheng Jiajia cosmetics, advertising planning, Mo Gaoping image art design school, etc. However, among these brands, except Li Ning, Shanmu and Li Yang, the influence of other brands is basically limited to this industry.
Generally speaking, even for brands with entrepreneurs' personal surnames, Chinese brands are very different from European, American and Japanese brands.
There's a surname. There's a surname
The names of "family brands" in Europe and America are basically taken from the founder's "last name", not the "first name". People who do not know the truth can only judge the founder's last name by the famous brand, but do not know his specific name. For example, Ford, from the name of this brand, we can see that they belong to the Ford family, but do not know the names of Henry, Mike and Tom. Thomas Edison.
Most of the surnames of "family brands" in China are very famous. For example, Zhang Xiaochuan can see at a glance that the founder of this pair of scissors is Zhang Xiaochuan, not Zhang Xiaochuan's brother and son. So is Wang. Another brand can remove the founder's surname, but the name must be there. Jade and seasoning are like this. (David Ashe).
There are two reasons for this difference.
Western surnames in the next section, because there are many and scattered family surnames, the meaning of using this surname as the enterprise name is not strong. There are few obstacles to daily communication. It can be repeated, but it is still within the acceptable range.
However, China is dominated by the Han nationality, and most of the surnames of the Han nationality are one word. Brands only have surnames. If they don't call, they become monosyllabic words, which are difficult to read and affect communication. For example, please replace Zhang Xiaochuan scissors and hemp kernel scissors with "scissors" and "Wang Jiawei".
At most, it is called "Jiang Qi", "teacher Zhang" or "Wang Ji" or "Teacher Wang". However, China has too many people. There are too many people with the same surname, especially hundreds of people. Simply using "viscera" and "teacher Zhang" as brand names, the degree of differentiation is not high. Most of them are named "memory" and "species" People exist as a single store and can't rely on neighbors to spread.
European and American cultures advocate individualism, but only in individualistic culture can there be conscious "collectivism". I hope my family can contribute to this common glory. Naming my family name will bring "benefits" to other members and enable them to participate in the development of this cause.
Since the developed era, China has had a false legal system emphasizing family reputation, but in fact, people in the "collectivist" culture are easy to become selfish. Because their collective "love" is often mandatory. Although family members are seemingly united, it is actually loose sand, and everyone can make their own calculations. [William Shakespeare, Winston, family] In this culture, the psychological thought of "respecting the elderly" is very good. On the one hand, I am proud of my family. On the other hand, I can't forget that "merit is mine". Write your achievements on other family members.
Only naming brands in their own names can satisfy the "xenophobic" heart of entrepreneurs. However, in ancient China, we operated family workshops. The core members were basically nephews of the same family brother. What about brothers and nephews with their own names? (David Mitchell, northern exposure, American drama, family)) They may lack a sense of belonging to your career, so if they don't care too much, it's difficult to make the brand bigger.
Everything covering the industry is limited to daily necessities.
Another difference is that European and American "family brands" range from aircraft, cars and motorcycles to McDonald's and Starbucks. All walks of life, but the brands named after Chinese entrepreneurs are basically limited to cosmetics, spices and other daily necessities, as well as Shanmu training, Li Yang Crazy English - Li and other training fields. The personal life scandals of Yang and song Shanmu also led to the decline of the brand.
To put it bluntly, the most obvious thing is that family brands in Europe, America and Japan cover more than half of the "heavy industry" field, while family brands in China are completely blank in heavy industry.
Globally, heavy industry began with the first industrial revolution in the 1760s, while China's heavy industry began with the Westernization Movement in the 1860s, a hundred years behind Europe. The industrial revolution in Europe and the bourgeois revolution are basically synchronous, that is to say, the heavy industrial companies in Europe have basically been "privately owned" since they were founded. In this way, the autonomy of brand naming is in the hands of the enterprise founders; The property rights of all heavy industrial enterprises assigned by China's Westernization Movement belong to the state (Qing government). Of course, the founders did not have the courage or power to name their brands in their own names - the phenomenon of heavy industry monopolized by state-owned capital continued from the late Qing Dynasty to the Republic of China and then to the first 40 years of new China.
From the late Qing Dynasty to the Republic of China, private enterprises basically did not take personal names as brand names, even the light industry of Rong family and Zhang Jian was no exception. Probably because these modern business leaders born in the capitalist era try to distinguish their own enterprises from traditional family workshops.
In the three decades after 1949, there were almost all state-owned enterprises and collective enterprises in China. Enterprises with private property rights were either confiscated or "joint venture". Therefore, it was absolutely impossible to have brands with personal and family colors. Therefore, what we see is that there are only "SAIC", "BAIC", "GAC" and "FAW" in China, and there are no car enterprises such as "Zhang family" and "Zhao Ji".
After the reform and opening up, private enterprises first broke the ice in the field of light industry, which led to personal brands such as Wang Shouyi shianxiang (1984), Keming noodle industry (1984) and Li Ning sporting goods (1999).
Nowadays, China also has private automobile enterprises such as BYD, Geely and Zhongtai. Would it be better to change the names of these companies to "Wang Chuanfu automobile", "Li Shufu automobile" and "Wu Jianzhong automobile"?
Regardless of whether such brand names sound good or not, we must first consider this situation: in the era when the major automobile enterprises in Europe, America and Japan were born (about 100 years ago), the industrial chain was not as complex as it is now, and the competition was not fierce. An engineer can start an enterprise by pulling several people together. Therefore, it is relatively easy to name the enterprise with the engineer's surname; However, in the era of BYD and Geely, the market environment has been particularly complex. It is difficult to establish an automobile brand only by one person.
What I mentioned above is only the difference between European and American "family brands" and Chinese "family brands", but there is also a common trend: in the future, there will be fewer and fewer brands named after the founder's personal name or family name in China, Europe and America.
Why isn't Alibaba called "Jack Ma group", Amazon called "Bezos", and Google called "B & G" (the Pinyin initials of brin and page)?
Alibaba is the largest treasure in the world, Amazon is the longest river in the world, and Google (originally googol, but later made a spelling mistake when registering the domain name) originally meant "the 100th power of 10". These names represent that you can obtain a large amount of resources on the Internet. Can they attract users? On the contrary, simple names such as Ma Yun, Bezos and B & G can't give users this feeling.
With more and more business names and brands, brand naming with family names and personal names is increasingly lack of communication advantages. Because such a name may be easy to remember, but it lacks Meilian degree (causing beautiful associations) and vivid degree (matching with the industry spirit and product service characteristics). Think about it. Is Facebook more beautiful and vivid than Zuckerberg's name?
Naming affects not only consumers, but also employees. Just imagine that when Facebook was founded, Zuckerberg was just a "loser". If the company name he sent on the recruitment website was not Facebook but Zuckerberg, it would easily give people a feeling of "self-employed". Would the possibility of new employees willing to join become lower?
Of course, in the short term, the phenomenon of using people's names as brands will not disappear. The booming online popularity in the past two years is a typical example. From the perspective of historical laws, only a few knowledge network celebrities with profound skills may survive in the end; Most of them have no details. They are briefly popular and disappear after a while. Only the former can become a real personal brand, while the latter is only a "trademark" at best.
There are many family businesses named after the founders in China, but they are concentrated in the fields of life such as oil, salt, soy sauce, vinegar and tea, but not in the high-end manufacturing field such as automobile and aircraft;
Even family brands in the field of oil, salt, soy sauce, vinegar and tea are difficult to grow. A very important reason is that it is not easy to mobilize the enthusiasm of family members to the greatest extent by naming them by personal names rather than family names. In future operations, time-honored brands should keep up with the Internet and make repeated innovations.
In the era of mobile Internet and in the future, there will be fewer and fewer brands named after the founder in both China and the world.
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