一、中国名牌面临严峻的挑战 改革开放以来,随着人均收入的大幅度提高,人们的消费需求层次也在提高,质量需求不断上升,而质量需求的基本表现就是注重名牌、追求名牌、增加名牌消费,这种状况就必然形成市场上对名牌消费量的不断增加,而对非名牌需求则相对下降。 I. China’s famous brands are facing severe challenges Since the reform and opening up, with the significant increase in per capita income, people’s consumer demand levels are also increasing, and quality demand is rising. The basic performance of quality requirements is to focus on brand names, the pursuit of brand names, and increase brand names. Consumption, this situation will inevitably form a continuous increase in brand-name consumption on the market, while the demand for non-brand-name is relatively lower.