Treat every day as' Chinese Brand Day '
Editor's note: May 10, 2017 is the first "China Brand Day". Minister Miao Wei published a signed article in the Economic Daily, pointing out that brand building is an inevitable requirement for building a strong manufacturing country. We must adhere to the development path of industrial brands with Chinese characteristics, regard every day as "China Brand Day", lead new development with new concepts, persistently make unremitting efforts, and jointly promote Chinese brands into a new era.
Treat every day as' Chinese Brand Day '
Miao Wei, Minister of Industry and Information Technology
Core points:
■In the era of economic globalization, brand is the embodiment of the comprehensive core competitiveness of enterprises and even countries, representing the reputation and image of the country. Brand development is a necessary path for a country to grow stronger, and a large number of internationally competitive brands are an important symbol of a country's strong manufacturing industry.
General Secretary Xi Jinping's discourse on the "Three Transformations" scientifically elucidates the relationship between innovation, quality, and brand, the three core elements of a manufacturing powerhouse. From the perspective of brand building, a brand needs to be "Made in China". Without innovation, a brand lacks the charm of differentiation; Brands require 'Chinese quality', without high quality, the brand loses its foundation of value.
Adhere to the overall promotion of quality brand work, guide enterprises to establish a comprehensive quality management system, integrity system, and brand cultivation management system for all employees in the entire process of design and development, production and manufacturing, and marketing services; Advocating integrity as the foundation, improving the physical quality of products as the core, enhancing the value of products and services as the guidance, cultivating competitive brands as the symbol, and exploring a path of industrial brand development with Chinese characteristics.
Adhere to the combination of routine work and special actions, persistently and solidly promote the construction of quality brands, and achieve certain results. Implement the "Three Products" special action for consumer goods, and carry out actions in areas such as product innovation, quality comparison, standard comparison, and the implementation of high-quality projects; Establish demonstration and promotion experience through the work mode of pilot first and demonstration leading; Guided the launch of influential activities such as the Brand Story Competition and the China Industrial Brand Tour.
Establishing "China Brand Day" and vigorously promoting well-known independent brands signifies that the spiritual wealth of Chinese traditional culture, such as innovation, excellent quality, and cherishing reputation, is becoming the core value of Chinese brands. Brand building is a long-term and arduous task that requires us to treat every day as a 'brand day', lead new development with new concepts, persistently and tirelessly strive to jointly promote Chinese brands into a new era.
Since the 18th National Congress of the Communist Party of China, the Party Central Committee and the State Council have made a series of major deployments to revitalize the real economy and expand compulsory manufacturing, and have put forward clear requirements for accelerating the construction of quality brands. General Secretary Xi Jinping emphasized the need to promote the transformation from Made in China to Created in China, from Chinese speed to Chinese quality, and from Chinese products to Chinese brands. In 2016, the State Council deployed the "Three Goods" special action for consumer goods and issued the "Opinions on Leveraging Brand Leadership to Promote the Upgrading of Supply and Demand Structure", which regards "brand creation" as a strategic lever to improve the quality of effective supply and meet the needs of the people's consumption upgrading from both the supply and demand sides. Recently, the State Council approved the establishment of "China Brand Day", further highlighting the leading role of brand building in promoting China's economic and social development, reflecting the expectations of the whole society for Chinese brands, and pointing out the direction for building a manufacturing powerhouse.
1、 Brand building is an inevitable requirement for building a strong manufacturing nation
In the era of economic globalization, brand is the embodiment of the comprehensive core competitiveness of enterprises and even countries, representing the reputation and image of the country. Brand development is a necessary path for a country to grow stronger, and a large number of internationally competitive brands are an important symbol of a country's strong manufacturing industry.
Brand building supports the strategy of building a strong manufacturing nation.China is truly a manufacturing powerhouse, and accelerating the construction of a manufacturing powerhouse has become the core task for the development of China's manufacturing industry in the coming period. Faced with the "two-way squeeze" formed by the return of high-end manufacturing from developed countries and the competition for low-end manufacturing transfer from low - and middle-income countries, China's traditional advantages characterized by cheap labor and resource inputs are gradually weakening. Industrial transformation and upgrading are imperative, and there is an urgent need to accelerate the transformation of old and new driving forces and cultivate new competitive advantages for the mid to high end of the industry. The laws of economic development, the reality of market competition, and the development experience of major economic powers in the world all prove that brand is an important connotation of the core competitiveness of a manufacturing power, and cultivating brand provides strong and lasting impetus for building a manufacturing power.
Brand building promotes the upgrading of supply and demand structure.Advancing supply side structural reform is a major innovation that adapts to and leads the new normal of economic development. The key task is to improve the quality of the supply system and enhance the adaptability of the supply structure to the demand structure. Brand is the link between supply and demand. Cultivating a brand helps guide the optimization of resource allocation on the supply side, promote consumption upgrading on the demand side, and improve the efficiency of the connection between supply and demand.
Brand building promotes the revitalization of the real economy.Economic construction centers on improving the quality and efficiency of development, and the real economy requires enterprises to enhance their ability to create value and realize benefits. Enterprises invest resources to endow products with value, including material and spiritual value, through the entire process of design, development, production, manufacturing, and marketing services. However, this value needs to be converted into currency in market exchange in order to complete the "thrilling leap" and become a profit for the enterprise. The ability to jump high and far depends on customers' trust in the company and their perception of the value of the product. Brand is the carrier of value and reputation, which will provide strong impetus for achieving this' leap '.
2、 Adhere to the development path of industrial brands with Chinese characteristics
General Secretary Xi Jinping's discourse on the "Three Transformations" scientifically elucidates the relationship between innovation, quality, and brand, the three core elements of a manufacturing powerhouse. From the perspective of brand building, brands need to be "Made in China". Without innovation, brands will not have the charm of differentiation. Brands require 'Chinese quality', without high quality, the brand loses its foundation of value. In recent years, facing the severe and complex economic situation at home and abroad, the Ministry of Industry and Information Technology has resolutely implemented the major decisions and deployments of the Party Central Committee and the State Council, carefully studied the stages and characteristics of China's industrial development, and chosen a path of industrial brand development with Chinese characteristics.
Grasp the law and find the right hand.It is necessary to adhere to the overall promotion of quality brand work, and guide enterprises to establish a full and all-round quality management system, integrity system and brand cultivation management system in the whole process of design and development, manufacturing and marketing services, with the cultivation of competitive brands as the symbol, and jointly promote the concept of industrial brand cultivation with relevant departments.
Actively perform their duties and make overall arrangements.In 2011, together with the National Development and Reform Commission, the Ministry of Commerce and other seven departments, we jointly issued the "Guiding Opinions on Accelerating the Brand Building of my country's Industrial Enterprises" to further promote brand building. In 2015, the "Made in China 2025" was promoted, and the strengthening of quality brand building was listed as one of the nine strategic tasks. Last year, we implemented the "Made in China 2025" and the "Three Products" special action for consumer goods. We worked with relevant departments to formulate an action guide and action plan for the equipment manufacturing industry and the consumer goods industry to promote quality brands, and deployed the entire industry chain quality brand collaborative action, A series of major actions such as the superior and strategic industrial quality brand escort action, and the "going global" of Chinese brands.
Perseverance, solid progress.We must adhere to the combination of routine work and special actions to promote the construction of quality brands.
After years of unremitting efforts, China's brand building work is progressing smoothly and has achieved initial results. At present, nearly 10,000 enterprises across the country have carried out brand cultivation pilot projects, and 251 demonstration enterprises have emerged. According to the survey of demonstration enterprises, the domestic market share of their main products has increased from 17.8 per cent to 31.4 per cent on average, the rate of industrial added value has increased from 21.8 per cent to 26.2 per cent, and the quality and efficiency of their operations have been significantly improved. At the same time, the proportion of customized key consumer goods and the supply of medium and high-end products has increased significantly. The growth rate of customized clothing consumption has exceeded 30%, and more than 90% of consumer product safety technical indicators are consistent with the standards of the International Organization for Standardization.
3. efforts to create a new situation in the construction of industrial brands
Brand building is a strategic task related to economic and social development, which requires all sectors of society to work together to promote. In the next step, the Ministry of Industry and Information Technology will give full play to the advantages of the industry, deepen the promotion of brand building, strengthen close cooperation with relevant departments, jointly create a social atmosphere and market environment conducive to brand building, and strive to create a new situation in industrial brand building.
Adhere to the main body of the enterprise and enhance the ability of brand cultivation.Guide enterprises to enhance quality brand awareness, strengthen the whole process quality and brand management from raw material procurement to production and sales. Adhere to the pilot first, demonstration lead, deepen the promotion of enterprise brand cultivation and regional brand building, and promote the interactive development of enterprise brand and regional brand. Accelerate the development of brand management system standards, organize the implementation of the standard promotion. Strengthen the promotion of quality brands, carry forward the craftsman spirit of excellence, expand the social influence of independent brands, and stimulate the endogenous power of enterprises to cultivate brands.
Implement quality first, increase support and guidance.Implement the "Made in China 2025", implement the basic policy of quality first, and accelerate the promotion of quality brand promotion. Give full play to the supporting role of major projects such as the construction of manufacturing innovation centers, intelligent manufacturing, and industrial strong foundation, guide enterprises to accelerate the deep integration of industrialization and informatization, and use new-generation information technologies such as the "Internet" and big data to grasp intelligent manufacturing, green manufacturing, Flexible manufacturing and other industries and technological development directions, and accelerate the cultivation of independent brands.
Encourage innovative design and enrich brand differentiation positioning.Improve the manufacturing innovation system, strengthen the research and development of key core technologies, and promote the construction of enterprise technology centers. Promote the application of advanced design technologies characterized by green, intelligent and collaborative in key areas. We will build innovative design clusters with world influence, cultivate a number of specialized industrial design enterprises, encourage OEM enterprises to establish research and design centers, and speed up the cultivation of independent brands.
Implement key actions to promote development in key areas.We will implement the "three products" special action for consumer goods and support the development of the consumer goods industry towards intelligent, green, flexible and efficient manufacturing. Increase the supply of medium and high-end consumer goods and promote the transformation of products to cost-effective advantages. We will vigorously develop intelligent and healthy consumer goods and support the development of consumer goods with national characteristics. Implement superior and strategic industrial quality brand escort actions, strengthen industrial market research and demand forecasting, and scientifically plan industrial layout, supply positioning and variety structure. We will implement the "going out" action of Chinese brands, implement the national "Belt and Road Initiative" strategy, and promote the co-construction and sharing of international brands.
Improve public services and support quality brand progress.Build a quality brand professional service platform, rely on the service system of small and medium-sized enterprises, and improve the quality brand service ability of the service platform. Build a quality brand information sharing platform to strengthen the monitoring and evaluation of brand reputation and brand competitiveness. Improve the open and sharing platform for knowledge and talents, and rely on projects such as improving the quality of business management talents and updating the knowledge of professional and technical personnel to train managers and professional and technical personnel in the brand field. Build a number of public service platforms to promote collaborative innovation in the manufacturing industry, and promote scientific and technological innovation, achievement transformation and popularization and application.
Strengthen technical support and consolidate the foundation of quality brand.Improve the construction of technical infrastructure such as industrial standards, industrial measurement, industrial quality control and technical evaluation. Support the development of process optimization and key common quality technology research, and promote quality upgrading. Guide enterprises to enhance R & D innovation and system integration capabilities, innovate manufacturing methods and service formats, develop customized production, and meet individual needs. Encourage enterprises to develop modern sales system, innovation and development in brand communication, customer experience and sales model.
The establishment of "China Brand Day" to vigorously promote well-known independent brands indicates that the spiritual wealth of Chinese traditional culture, such as innovation, excellent quality and cherishing reputation, is becoming the core value of Chinese brands. Brand building is a long-term and arduous task, which requires us to regard every day as "Chinese Brand Day", lead new development with new ideas, and make unremitting efforts to jointly promote Chinese brands into a new era.
(Source: WeChat News)
