Businesses, especially private firms and micro, small, and medium enterprises (MSMEs), face growing difficulties.

企业特别是民营企业、中小微企业困难凸显。

For Chinese MSMEs, the often subtle difference between KOLs and KOCs is very important.

对于中国的中小微企业来说，KOL 和 KOC 之间通常微妙的区别非常重要。

But why is the role of MSMEs so important in any economy's sustainable development and modernization?

但为什么中小微企业在任何经济体的可持续发展和现代化中的作用如此重要？

Chinese MSMEs have become vital to the continued development and modernization of the Chinese economy.

中国中小微企业对中国经济的持续发展和现代化至关重要。

However, the MSME brands which use local elements to add value to their products are better placed to anticipate and adapt to change.

然而，使用本地元素为其产品增加价值的中小微企业品牌更有能力预测和适应变化。

Adding local elements and local flavor to an MSME brand is often much easier than it is with global brands.

为 MSME 品牌添加本地元素和本地风味通常比使用全球品牌容易得多。

Yet brands need to pay greater attention to the branding process, especially if they are micro, small and medium-sized enterprises (MSMEs).

然而，品牌需要更加关注品牌推广过程，尤其是如果它们是微型、小型和中型企业（MSMEs）。

More important, it is the contribution to the culture of creativity and entrepreneurship that represents the greatest, most significant contribution of MSMEs.

更重要的是，对创造和创业文化的贡献是中小微企业最大、最重要的贡献。

The product-to-brand journey of many Chinese MSMEs, therefore, has to revolve around their local culture and cultural heritage as much as possible.

因此，许多中国中小微企业的产品到品牌之旅必须尽可能围绕其当地文化和文化遗产展开。

This false assumption often leads to a view that MSMEs can only compete on price and functional aspects of their product or services.

这种错误的假设往往导致一种观点，即中小微企业只能在其产品或服务的价格和功能方面进行竞争。

Chinese MSME brands can understand local changes far better than the larger, corporate brands, both Chinese and Western, because they have their ear to the ground.

中国的中小微企业品牌比中国和西方的大型企业品牌更能够理解本地的变化，因为他们对市场的动态了如指掌。

Key opinion consumers, by definition local consumers, are not only more attractive as powerful and credible local brand associates, but also can be far more easily identified by Chinese MSMEs than larger counterparts.

关键意见消费者，顾名思义就是本地消费者，不仅作为强大而可信的本地品牌合作伙伴更具吸引力，而且中国中小微企业也比大型同行更容易识别。

Chinese MSMEs across product and service categories and industries can, and should, capitalize on positioning their branded products or services as offerings that allow consumers to closely attach themselves to their cultural heritage, but with a modern twist.

产品和服务类别和行业的中国中小微企业可以而且应该利用其品牌产品或服务的定位，使消费者能够紧密依附于他们的文化遗产，但具有现代色彩。

There are many reasons for that, and the most tangible of all is that the MSMEs usually employ a far higher percentage of the workforce and their combined output usually accounts for a large percentage of a country's GDP.

这有很多原因，其中最明显的是中小微企业通常雇佣更高比例的劳动力，它们的总产出通常占一个国家国内生产总值的很大比例。