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Made in China is the best to learn from Japan and South Korea

Guide: a crisis of confidence in Chinese food and even made in China is spreading around the world. The crisis began with pet feed, and quickly expanded to seafood, toothpaste, drugs, toys, etc. first, they were named, suspected, and then faced the removal of goods from the shelves. Finally, the export was forced to stop being affected

a crisis of confidence against "Chinese food" and even "made in China" is spreading all over the world. The crisis began with pet feed and quickly expanded to seafood, toothpaste, drugs, toys and so on. First, it was named and suspected, then it was removed from the shelves, and finally exports were forced to stop...

affected by the actions of some western media and even the government, the trust crisis of Chinese products quickly spread to other countries and regions. For a time, the wind was jittery and the grass and trees were full of soldiers

how should China view this "international crisis"? Perhaps, the experience of Japanese and Korean cars exported to the U.S. market that year can be used as a reference

made in Japan and South Korea was also in danger

objectively speaking, Japanese products now have a good reputation in the world. Whether it's household appliances, precision machinery, or cars. However, at the initial stage of the export of Japanese cars to the U.S. market, American consumers' evaluation of Japanese cars was not "good quality and low price", but "poor quality and low price"

in 1960, Japan exported only 1000 cars to the United States, but by 1970 and 1980, exports to the United States reached 233000 and 1.82 million respectively. With the increase of the export base to the United States, Japanese cars should pay special attention to the probability of waterproof and moisture-proof. Due to the increase of relevant reports, Americans began to suspect that Japanese cars were cheap and therefore had no good goods. Facing fierce competition from Japanese cars, the American auto industry also began to take the opportunity to slander the quality of Japanese cars and advocate strict testing of Japanese cars

the American automobile Union, which represents the American automobile industry, also directly exerted pressure on the government to impose restrictions on Japanese automobile imports. At the hearing convened by the congress at that time, there were voices of distrust and dissatisfaction with Japanese cars and their quality

products exported by South Korea to the United States generally have similar experience. Similarly, take cars as an example. In 1986, Hyundai opened the U.S. market at a low price of nearly $5000 a car. However, as the quality problems were soon exposed, the sales of Hyundai cars soon fell all the way, and became a laughing stock of Americans. In 1998, David Letterman, a famous American program host, said in his program, "the 10 most unlucky things in the world, the eighth of which is taking a modern car."

both external publicity and criticism should be hard

facing this situation, Japan and South Korea began to learn from the pain, pay attention to brand awareness, and expand overseas publicity

after the lessons of the quality crisis in the United States, Toyota has realized the importance of brand building. Toyota now spends more on advertising in the United States than GM. Hyundai Automobile is no exception, and its advertisements often appear in national media, state media and local media. Frequent advertisements naturally strengthen consumers' familiarity and cognition of products, which is conducive to brand building. In 2005, the famous American consumer guide magazine "consumer report" rated Hyundai Sonata as the model with the highest reliability

in contrast, Chinese products only focus on making money and are unwilling to invest in brands. During my stay in the United States, the author observed that China, as the second largest exporter to the United States, has rarely seen product advertisements in the American media, which is really a strange thing. Since the familiarity of the brand is not strong, and the price is really low, American consumers' doubts are easy to breed when there is a problem

brand building and publicity expansion should not only include positive image building, but also include refutation of false reports in the world. In this regard, Chinese products are not in place. In the face of the trust crisis, it is a pity to publish information in Chinese at most in China, but rarely clarify it to its consumers in English in the United States, or communicate and exchange directly with the American media

do something and don't do something

the second point worthy of our reference is that the government should have limited intervention, the so-called "do something and don't do something"

when Toyota or Hyundai encountered a crisis of confidence in exploring the U.S. market, although they had great influence in their respective countries, the Japanese government or the South Korean government did not directly come forward to clarify or explain, but let the enterprise handle it by itself. At most, they only help in the face of peer pressure from foreign governments

the advantage of this is to cut appropriately between the national image and the image of a specific enterprise or product. For the government, limited intervention is not shirking or inaction, but respect for market rules. Enterprises with poor quality or those who do not know how to deal with difficulties will be eliminated sooner or later. This is the iron law of the market. If the national government department rushes to the front line of fire fighting, it will certainly enhance its authority, but improper handling will easily make the national brand fall into greater passivity and is not conducive to the growth of enterprises

quality is the best public relations

another level is the most practical, that is "quality level"

when Japanese or Korean cars face doubts or even unprovoked attacks from the U.S. market, enterprises first assume the responsibility of maintaining product quality. Based on the understanding of their own product quality, or objectively refute the untruths, or correct the existing problems

at the beginning, under great pressure, the Japanese automobile industry had to impose voluntary export restrictions on the United States to avoid more and more concentrated firepower. During the period of voluntary export restrictions, the Japanese automobile industry worked hard to make the country prosperous, gradually shifting the focus from export quantity to product quality. After more than 20 years of efforts, the image of Japanese cars in the United States has really changed. Now many Americans believe that the quality of Japanese cars is higher than that of similar domestic products

the automobile sales data of the first half of 2007 in the United States verified this view. Among the top five in sales, Japanese cars occupy four seats. Among them, Toyota Camry ranked first, Honda Accord ranked second, Toyota corolla and Honda Civic ranked fourth and fifth

the problem in China now is that many manufacturers themselves are gradually concerned about their power performance, and they are not sure whether their product quality is really safe. Often there is something wrong before testing, and the quality pre control mechanism is very lacking. So far, the only Chinese products that can wash away the injustice in time seem to be Zhongce tires and white rabbit milk candy. These two products can control the loss to the minimum in time after the overseas product trust crisis, obviously not only thanks to their rapid response, but also depends on their long-term high attention to product quality and confidence based on this

in other words, in the long run, quality is the best and best public relations

of course, the current situation faced by Chinese products has certain particularity, which lies in the fact that the political factors behind it cannot be ruled out, as well as the possibility that some foreign competitors take the opportunity to discredit Chinese products. In this case, the government should indeed come forward, but there are many ways to do so. It is by no means blindly condemning the criticism, or directly endorsing the behavior of individual enterprises with national credit. After all, some products may damage the rights and interests of foreign consumers claimed by China Liansu Group Holdings Co., Ltd., China's largest plastic pipe manufacturer. Therefore, the proper practice of government departments is to properly explain the situation externally, strengthen quality supervision internally and improve product standards

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