In early 2017, the world famous advertising and public relations company WPP and research institute Kantar Millward Brown and Google jointly released the first "BrandZTM Top 30 Chinese Sea Brands" list and report. The rankings list the most successful Chinese brands in overseas markets. The report provides pioneering research results, analyzes overseas consumers' attitude towards Chinese brands, and points out that Chinese brands have received worldwide attention. This kind of situation is beneficial to the brand that builds the image and accumulates strength in the global market by providing and communicating its product quality and suitability. The insights and suggestions provided by the report help them to overcome challenges and seize opportunities in the process of expanding overseas markets. It is understood that this list is compiled by Millward Brown, a research organization under the WPP Group. The brand value is based on financial data such as income and profitability, and is calculated based on consumer brand awareness surveys. It is currently the most authoritative and The most comprehensive list of Chinese brands. The report shows that China is transitioning to a consumer-oriented economy, and each brand is particularly outstanding for the products and services of the urban middle class. At the same time, Chinese consumers are becoming increasingly sophisticated, and the demand for brands has greatly changed the competitive landscape of many brands. Many brands have already achieved the ultimate in penetrating growth, and therefore shift their focus to high-end, eager to attract rich middle-class consumers in a better way through new, more unique products and services. Professionals point out that China experienced a rapid growth of 35 years. With the improvement of living standards, consumers are increasingly critical of and demanding brands. The growth of value in the next few years will require stronger brand support. As consumers' preference for Chinese brands increases, this lays a solid foundation for the brand to have a place in the country and internationally. In this list, we were pleasantly surprised to find that China's balanced car industry is also the first to be included in the list as a smart hardware product. In recent years, the balance car industry in China has been controversial around intellectual property and product safety issues. China's balance car once once occupied nearly 90% of the global market share, frequently encountered the United States "337 investigation", and then fell into the industry "cold winter" due to quality problems. If the market competition in the industry becomes a low-cost plagiarism, it will not only promote the normal development of the industry, but will also accelerate the demise of the industry. It can be said that patents have become one of the important factors that restrict the development of the balance car industry. At the same time, the issue of balancing the safety of cars has always been the focus of public attention. Counterfeit, fake shoddy balance car injuries incident reports are also common. CNN recently reported that an accident involving a fire and explosion in an electric balance car in Harrisburg, Pa., caused a number of serious injuries. Some counterfeit products, for their own benefit, have completely copied the products that are accepted and recognized in the market without any reservation, and even those who do not hesitate to reduce the cost of raw materials and sacrifice their quality in order to win the market and infringe upon the rights and interests of consumers. Even hidden dangers to consumer life and property security. In such an emerging industry, Ninebot, the leading brand in China's balance car industry, has been among the “Top 30 Chinese brands in the sea†in just a few short years. I learned that Ninebot has its own development strategy and layout on two major issues in the industry. The original intention of the patent system was to protect the interests of inventors and encourage innovation. To achieve long-term sustainable development, enterprises need to have key core technologies and independent intellectual property rights accumulated to form core competitiveness. Intellectual property rights are a powerful weapon for protecting innovation achievements and seizing market heights. Ninebot, as an outstanding enterprise in China's balance car industry, has always attached importance to technological innovation and R&D. It is also sinking product quality and safety issues into R&D, production, and sales. From the R&D and design stage, the concept of security, the selection of supply chain and the control of consumption to the consumer chain and the popularization of safe driving knowledge all infiltrate the concept of corporate safety. Ninebot is currently the world's largest company with intellectual property rights related to balance car. Through the acquisition of Segway of the United States, it has owned more than 700 patents and patent applications. It is understood that Ninebot also actively promotes the development of global safety standards for the balance car industry in collaboration with related companies and institutions. Among them, Ninebotcd participated in the development and drafting of a number of international and domestic balance car industry safety standards in the international ISO13482 balance car industry, the United States ANSI/CAN/UL-2272, the European Union prEN17128, and China CQC1125-2016. It is not difficult to see that Ninebot's "China-made intellectual property" intellectual property has a global layout that has accelerated the development of Ninebot's global market. It is also because of Ninebot's global vision of the R & D system, global supplier procurement network, global sales service network, the world's most core industry patents and global service network. Ninebot has achieved rapid development during its short period of five years. Ninebot's brand value is currently growing, and brand awareness has also brought new growth to the future development of Ninebot. According to official data, Segway and Ninebot announced the brand integration and business expansion in the United States. As early as January 4, 2016, Nernpo officially announced the integration of the Segway and Ninebot brands and expanded the business. The Segway Robotics business line was added to the Segway PT business line and announced the completion of B-round financing from Intel and GIC. The valuation of the company has exceeded US$1.5 billion. David Roth, CEO of WPP Retail Division The Store Europe, Middle East and Africa Region and Asia, said: “Research shows that the flow of creativity and product leadership has been extended to all over the world, and consumers are increasingly bringing China As the potential source of the most innovative and innovative products and brands, this is an opportunity for Chinese brands to expand into overseas markets.†Looking at the industries and products involved in this list of all companies, it is not difficult to find that As consumers around the world increasingly look for the latest products and brands in China, Chinese brands still need to formulate powerful innovation strategies to create Chinese intellectual creations that are Chinese brands themselves. 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October 24, 2024