Let the golden business card of "Made in Shandong" shine brightly: Shandong Equipment Manufacturing Association's factory exploration news selected as "2025 China Industrial Promotion Excellent Works (Case)"

At the 18th China Industrial Forum 2025 Industrial Promotion and Culture Annual Conference held in Leshan, Sichuan recently, the Shandong Equipment Manufacturing Industry Association wrote a factory exploration news article titled "Ten Thousand Meter Underground 'Point Where, Strike Where' - This Central Enterprise Equips Underground Petroleum Drilling Equipment with 'Smart Brain' and 'Golden Eyes'" (China Industry News Network) https://www.cinn.cn/difang/2025/12-14/01qa9e71.html ）Successfully selected as an "Excellent Work (Case) of 2025 China Industrial Promotion" and won the third prize. This is not only a recognition of the association's publicity work, but also a vivid witness to the continuous improvement of the brand influence of "Made in Shandong".

This report closely follows the theme of the era of independent and controllable high-end equipment, telling the story of enterprise innovation in the overall development of the country, allowing people to immediately understand the significant significance of technological breakthroughs. Using vivid metaphors such as "smart brain" and "golden eyes", it makes the complex "rotating geological guidance drilling system" and "175 ℃ directional electromagnetic wave resistivity and directional gamma imaging system while drilling" easy to understand. Coupled with detailed data such as a localization rate of 96% and creating economic benefits of over 5.2 billion yuan, it combines professionalism and persuasiveness, allowing readers to truly feel the hardcore strength of high-end equipment manufacturing. Big themes, small stories, and lively expressions "- explain the technological highlights and development achievements in language that the public can understand, making the brand image more vivid and infectious.

Shandong is a province with a large number of brands, but not a province with strong brands. The 2025 (22nd) World Brand 500 list released by the World Brand Lab includes 50 Chinese companies. Although Shandong brands Haier, Qingdao Beer, and Weiqiao have performed well, there are still only a few well-known brands with significant influence and competitiveness in domestic and international markets. In the current fierce market competition, brand influence is no longer just a simple trademark symbol, but refers to the ability of a brand to expand its market, occupy the market, and obtain profits. It is a comprehensive reflection of a company's technological strength, product quality, and service level, and also a "moat" for the company to cross cycles and achieve long-term development. The state-owned large-scale enterprise Sinopec Jingwei Company, as described in this award report, adheres to the brand culture of "Jingwei Intelligence Gathering, Measurement and Control Vision", regards technological innovation as the first engine, and has the leading domestic strength in research and development of location surveying and recording business technology and core technology equipment cultivation, as well as the integrated advantages of basic application research and high-end application research and development, achievement transformation, industry cultivation and talent cultivation. It can provide location surveying and recording integrated services for domestic and foreign petroleum engineering construction, and achieve precise drilling in complex oil and gas fields such as Xinjiang, Sichuan Chongqing, Shengli Oilfield, etc. It has expanded its services to 13 countries, becoming a powerful promoter and creator of technological development and progress in the petroleum engineering industry. Its development experience proves that brand influence is not an optional face, but an enterprise crossing the market cycle. Where is the confidence.

The equipment manufacturing industry in our province has the characteristics of high technology, high quality, high added value, and high efficiency, which are important driving forces for the development of new quality productivity. However, it is undeniable that the brand influence has not been fully realized, and there are still many shortcomings in brand building: some enterprises have advanced technology and excellent products, but due to the lack of systematic brand promotion, "the aroma of wine is afraid of deep alleys", and high-quality products are difficult to be fully recognized by the market; Some companies lack precise positioning in brand building, blindly imitate trends, or have vague brand images, which cannot help customers form a clear understanding; Some companies' promotional content is either too professional and obscure, or lacks practical case support, making it difficult to resonate with the market - these problems not only restrict the development space of individual enterprises, but also affect the overall brand image improvement of "Made in Shandong". In the era of artificial intelligence, market competition is becoming increasingly fierce, and the cultural depth and emotional uniqueness of enterprises have become the core elements of brand differentiation. The strength of brand influence directly affects the market share and development potential of enterprises. With a strong brand, products can sell better and have higher added value. Enterprises can also have more say in cooperation negotiations and market competition. This is the tangible benefit that brands bring to enterprises; Neglecting brand building and news promotion is tantamount to giving up the initiative in market competition.

Professor Steve WOOLGAR, Chairman of the Academic Committee of the World Brand Lab and Honorary Professor of Marketing at Oxford University, pointed out that brands are not only economic assets, but also the core carriers of contemporary cultural symbols, carrying national identity and social narratives. As a provincial-level industry association, we will work together with more member enterprises to strengthen brand building and news promotion, establish correct brand concepts, and integrate brand building concepts throughout the entire process of product research and development, production and manufacturing, and after-sales service; Find the right brand positioning, tell the story of the enterprise well, take technological innovation, integration of data and intelligence, green manufacturing, market expansion, industrial chain collaboration, entrepreneurial style, and craftsmanship spirit as the core materials of the brand story, use vivid and vivid expressions to popularize complex technologies, let the market quickly understand the product value, and convey the brand temperature through real and vivid stories.

Build the brand foundation of "Made in Shandong" with innovation, convey the brand temperature of "Made in Shandong" with stories, and let more excellent brands of "Made in Shandong" go out of Shandong, to the whole country, and to the world. Let the golden business card of "Made in Shandong" shine brightly on the journey of building a new industrialized province - Shandong Equipment Manufacturing Industry Association, walk with you all the way!

Text/Image: Guo Guangli