In addition, foreign market research company's research showed that: so far, and early Japanese and Korean brands to enter the European and American markets is similar, "China concept" at only a low-cost, low-quality impression, and can not provide a str cheap north face jackets ong brand in China strong support from national-level value. [Problem II] The formation of brand value in China is difficult to copy to the markets of developed countries We think of Chinese brands in the international road, when perhaps the survival of Chinese brands in China, an analysis of the current situation will be very significant. We often can see from the news reports: China beat brand in many markets, foreign brands to replace the foreign brands has become a market leader. From this, a logical corollary is: If you can beat foreign brands in China, we should also have the opportunity to beat foreign brands in foreign markets. But really that simple? • Roland Berger in 2004, the company conducted a survey found that Chinese young and relatively high-income consumers are still north face sale more in love with an international brand. Most consumers believe that if similar conditions like in all cases (eg the same price, quality, style, technology, etc.), they will choose an international brand products. Meanwhile, more international brands make consumers feel good quality, high performance, but also more sense of identity (see Figure III). Thus, although China has had a very high brand awareness, forming a dominant market share position, but not a real strong brand, has not yet formed a clear and sustainable brand value positioning. In other words, the sustainability of its future development is worrying. This result is mainly due to appear: a number of domestic enterprises in the brand despite a great deal of investment, but often formed a resounding bnorth face clearance rand advertising slogans or beautiful, but the image of the brand is still relatively vague, did not form a distinctive brand personality. The reason north face jackets is that a brand or a lack of experience from the consumer level support, the brand slogan of practical experience with consumers there is no association, leading to brand value vague. Second, many industries in China, Chinese enterprises are mostly on price, take advantage of channels and services, strong market position. But mainly in the mainstream has bdiscount north face een very mature market, the need to dig or to guide the frontier of consumer demand is at a disadvantage. More competitive in the international market, can tap the potential demand of consumers to develop new products or even open up new mark cheap north face jackets et segments is the key to survival. At this point, the current state of Chinese companies will no doubt be in a very disadvantageous position. Again, the excessive pursuit of price wars, attempting to approach the price to gain market share again dragged into a vicious circle of Chinese enterprises: low prices and low corporate profits led to a lack of R & D investment, the lack of R & D investment further and thus lead to even more dependent on products less competitive in the price war. In addition, the price is killer branding, the dependence of the price war will lead to a substantial devaluatinorth face jackets on of the brand, price wars can never coexist with the high-end brands. Therefore, in such a vicious cycle, more Chinese enterprises to establish a strong brand out of the question. Chinese enterprises in brand building, when, at its core is still concentrated in the more basic point of the element, highlighting the good quality north face sale products, reliable quality or level of service. The European and American developed markets due to the long and full development of competition has gone beyond the simple quality or service to win the stage, a reliable quality assurance had already become a prerequisite for enterprises to participate in the competition, the pursuit of quality, however, was that Chinese enterprises and international competition opponents stood in the same starting line, but can not be