Reference News Network reported on October 29 that the "Swiss Business Daily" website published an article titled "Chinese Study the Pillars of Swiss Brands" on October 24, saying that the World Workshop is already yesterday. Now the Chinese want to learn how world-famous brands are built. So they went on a study trip to Switzerland.

The article stated that the autumn scenery in Switzerland is beautiful. But Bilyu didn't have time to take care of this. The Chinese entrepreneur would rather talk about his business: "We produce millions of shirts. But they have always been produced for others." Ralph Lauren, Burberry, Uniqlo... Billy Yu no longer wants to be a contract manufacturer and shirt production workshop. So now he's in Switzerland.

The article stated that 50 Chinese entrepreneurs came with him. Their mission: brand learning. Switzerland has a lot to learn, Bilyu said: "It's very interesting that such a small country can produce so many global brands. Everyone in China wants to know how strong brands are built."

The article stated that now thousands of contract manufacturers and small and medium-sized entrepreneurs in China are also committed to allowing their brands to enter the international market. And this also determines their travel route.

The article stated that this Chinese tour group did not go to famous mountain peaks to take photos, but set out to visit some famous brands. The stops on their trip to Switzerland included different products and brands such as Blancpain, Freitag, Lindt, Nestle, Victorinox Saber, etc.

Nonetheless, Bilyu said, one can see a great similarity between these brands: "Quality and trust are the most important. If there is no problem in this aspect, we can stand out from the price war. ”

Chen Wangyu (sound) also thinks so: "The quality must be good enough to demand a premium." Many Swiss brands have done this. "As a high-end surgical forceps manufacturer, Chen Wangyu has been associated with Swiss manufacturing for a long time: "My grandmother once passed on a Swiss watch to my mother. ”

The article stated that it can be noticed from the Chinese entrepreneurs who participated in the Swiss trip that their lives are deeply affected by digitalization. There is not a minute that is not dominated by mobile phones.

“90% of my things are bought online,” said Liu Nixi, the leader of a digital community. She is a generation who grew up with Nestlé and Victorinox Saber.

The first time she visited the country of origin of these things, she was very happy: "Swiss brands are very popular, and they are also based on the spirit of craftsmanship. They are very unique and not easily confused. ”

The article believes that well-known and well-respected online leaders are more helpful in selling products and ideas than any corporate advertising. "Seven Days", an online entrepreneur from Hangzhou, plans to create key opinion leaders by himself, "because the charm of the brand can best be demonstrated through opinion leaders in a digital way."

The article introduced that during the trip, Marco Casanova from the School of Marketing and Business Leadership of the University of Bern gave a lesson to the group members: Branding is the Swiss way and the story of Lindt's upgrade.

He said that the way the United States and Switzerland promote brands globally is different. "The Americans determine the value and then launch it equally around the world." The Swiss have added a certain degree of autonomy, which is like global brand federalization thinking to a certain extent: "The value characteristics of the brand are determined in Switzerland, but in the export market, each product manager has greater freedom." A Swiss brand in the target country should feel like it has roots there. ”

The article stated that the tour group was accompanied by a team from Swiss digital marketing company Webrepublic. The company has helped Victorinox Saber gain a foothold on China's online platform. It is also currently looking for opportunities to launch Chinese brands in Europe through digital platforms.

The article stated that this is not easy for the Chinese, because each European country has different platforms and different methods. What awaits the Chinese here is a digital patchwork carpet. Tom Hanan, founder of Webrepublic, said, "We are happy to contact attractive Chinese brands that hope to one day be active in Switzerland and Europe. They need a story that can be told and shared. And they especially need professional advice on which language, on which platform and in which country the brand can be launched. "At the same time, Webrepublic's clients can also benefit from better connections with the Chinese market.

The article stated that Billy Yu is already one of the beneficiaries of digitalization. His start-up provides shirt customization services: "Customers reserve a time and ask tailors to come to their homes for customized services in 78 cities in China. ” He used the knowledge he learned in Switzerland to build his brand, combined with online services in China: “Payments are made through WeChat. "(Compiled/Zhao Lian)