Abstract Since the party's eighteen, the CPC Central Committee, the State Council to revitalize the real economy, bigger and stronger manufacturing sector made a series of major deployment to accelerate the quality of brand building put forward. General Secretary Xi Jinping stressed: "Promoting China's manufacturing to create a transformation to China, and China's speed to China's quality...
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 arrangements for revitalizing the real economy and making the manufacturing industry bigger and stronger, and put forward clear requirements for accelerating the construction of quality brands. General Secretary Xi Jinping emphasized that “to promote the transformation of China’s manufacturing to China, the transformation of China’s speed to China’s quality, and the transformation of Chinese products to Chinese brandsâ€. In 2016, the State Council deployed a special action on “three products†for consumer goods, and issued the “Opinions on Promoting the Leading Role of Brands to Promote the Upgrade of Supply and Demand Structuresâ€, and “Creating Brands†as a force from both the supply side and the demand side to improve the effective supply quality. To meet the needs of the people's consumption upgrades, the strategic grasp. Recently, the State Council agreed to set up the "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 strong manufacturing country.
I. Brand building is an inevitable requirement for manufacturing a strong country In the era of economic globalization, brand is the embodiment of the comprehensive core competitiveness of enterprises and even the country, and represents the country's reputation and image. Brand development is the only way for a country to become stronger and stronger. A large number of internationally competitive brands are an important symbol of a country's manufacturing industry.
Brand building helps to create a strong country strategy. China is a veritable manufacturing power, and accelerating the construction of a manufacturing power has become the core task of China's manufacturing industry in the coming period. Faced with the “two-way squeeze†of high-end manufacturing return and low- and middle-income countries in the middle and low-end countries, China’s traditional advantages of low-cost labor and resource input are becoming weaker, and industrial transformation and upgrading are bound to It is urgent to accelerate the transformation of old and new kinetic energy and foster new competitive advantages for the industry. The law of economic development, the reality of market competition and the development experience of the world's major economic powers have proved that brand is an important connotation of the core competitiveness of manufacturing countries, and cultivating brands provides a strong and lasting impetus for building and manufacturing power.
Brand building promotes the upgrading of supply and demand structure. Promoting the supply-side structural reform is a major innovation that adapts to and leads the new normal of economic development. The key tasks are to improve the quality of the supply system and improve the adaptability of the supply structure to the demand structure. Brand is the link between supply and demand. Nurturing the brand helps to guide the supply side to optimize resource allocation, guide demand side consumption upgrade, and improve the efficiency of docking between supply and demand.
Brand building promotes the revitalization of the real economy. Economic construction is centered on improving the quality and efficiency of development. The real economy needs enterprises to enhance their ability to create value and realize profits. Enterprises invest resources to give value to products through design, development, manufacturing and marketing services, including material and spiritual values. However, this value needs to be converted into currency in the market exchange, in order to complete the "thrilling jump" and become the income of the enterprise. Whether you can jump high or jump far depends on the customer's trust in the company and the perception of the value of the goods. The brand is the carrier of value and credibility and will provide a strong impetus to complete this “jumpâ€.
2. Adhere to the development path of industrial brands with Chinese characteristics. General Secretary Xi Jinping's exposition on "three transformations" scientifically clarifies the relationship between the core elements of innovation, quality and brand. From the perspective of brand building, brands need to be “created in Chinaâ€. Without innovation, brands have no differentiated charm. Brands need “China qualityâ€. Without high quality, brands lose the foundation of value. In recent years, in the face of the severe and complicated economic situation at home and abroad, the Ministry of Industry and Information Technology has resolutely implemented the major decision-making arrangements of the Party Central Committee and the State Council, carefully studied the stages and characteristics of China's industrial development, and selected a development path for industrial brands 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-member, all-round quality management system, credit system and brand cultivation management system in the whole process of design, development, manufacturing and marketing services, in order to cultivate competitive brands. Jointly promote relevant industrial brand cultivation concepts.
Actively perform duties and coordinate deployment. In 2011, we jointly issued the "Guiding Opinions on Accelerating the Brand Building of China's Industrial Enterprises" with the seven departments of the Development and Reform Commission and the Ministry of Commerce to further promote brand building. In 2015, the promotion of “Made in China 2025†was promoted, and the strengthening of quality brand building was listed as one of the nine strategic tasks. Last year, the implementation of "Made in China 2025" and consumer goods "three products" special action, we will work with relevant departments to develop equipment manufacturing and consumer goods industry to promote quality brand improvement action guide and action plan, deploying the entire industry chain quality brand coordinated action, Advantages and strategic industry quality brand escort operations, Chinese brands "going out" and a series of major actions.
Persevere and solid progress. It is necessary to adhere to the combination of regular work and special actions to promote quality brand building.
After years of unremitting efforts, China's brand building work has progressed smoothly and achieved initial results. At present, nearly 10,000 enterprises across the country have carried out brand cultivation pilots, and 251 demonstration enterprises have emerged. According to the survey of the model enterprises, the domestic market share of the main products of the company has increased from 17.8% to 31.4%, and the industrial added value rate has increased from 21.8% to 26.2%. The quality and efficiency of the business operations have been significantly improved. At the same time, the proportion of key consumer goods customization and mid-to-high-end product supply has increased significantly. The growth rate of customized apparel consumption has exceeded 30%, and over 90% of consumer product safety technical indicators have been consistent with the standards of the International Organization for Standardization.
Third, strive to create a new situation of industrial brand building Brand building is a strategic task related to economic and social development, and it is necessary for all sectors of society to jointly manage and jointly 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 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 to cultivate the brand. Guide enterprises to enhance the quality brand awareness and strengthen the whole process quality and brand management from raw material procurement to production and sales. Adhere to the pilot first, demonstration and lead, deepen the promotion of corporate brand cultivation and regional brand building, and promote the interactive development of corporate brands and regional brands. Accelerate the formulation of brand management system standards and organize the promotion of standards. Strengthen the promotion of quality brand, carry forward the spirit of craftsmanship of excellence, expand the social influence of independent brands, and stimulate the endogenous motivation of enterprises to cultivate brands.
Implement quality first, and increase support and guidance. Implementing "Made in China 2025", implementing the basic policy of quality first, and accelerating the promotion of quality brand promotion. We will give play to the support of major projects such as manufacturing innovation center construction, intelligent manufacturing, and industrial strong foundations, and guide enterprises to accelerate the deep integration of industrialization and informatization, and use next-generation information technologies such as “Internet +†and big data to grasp smart manufacturing and green manufacturing. , flexible manufacturing and other industries and technology development direction, accelerate the cultivation of independent brands.
Encourage innovative design and enrich brand differentiation. 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 techniques featuring green, intelligent and collaborative in key areas. To build an innovative design cluster with world influence, cultivate a group of specialized industrial design enterprises, encourage foundry enterprises to establish research and design centers, and accelerate the cultivation of independent brands.
Implement key actions to promote development in key areas. Implement the “three products†special action for consumer goods to support the development of smart, green, flexible and efficient manufacturing in the consumer goods industry. Increase the supply of high-end consumer goods, and promote the transformation of products to cost-effective advantages. Vigorously develop smart and healthy consumer goods and support the development of consumer goods with national characteristics. Implementing advantages and strategic industry quality brand escort actions, strengthening industrial market research and demand forecasting, scientific planning of industrial layout, supply positioning and variety structure. Implement the “going out†action of Chinese brands, implement the national “Belt and Road†strategy, and promote the sharing and sharing of international brands.
Improve public services and support quality brand progress. Building a professional brand service platform for quality brands, relying on the SME service system to enhance the quality brand service capabilities of the service platform. Build a quality brand information sharing platform to strengthen the brand reputation and brand competitiveness monitoring and evaluation. Improve the open sharing platform for knowledge and talents, and rely on projects such as upgrading the quality of business management personnel and updating knowledge of professional and technical personnel to cultivate brand management personnel and professional technicians. Construct a group of public service platforms to promote collaborative innovation in manufacturing, and promote scientific and technological innovation, transformation of results and promotion and application.
Strengthen technical support and consolidate the quality brand foundation. Improve the technical basic capacity building of industrial standards, industrial measurement, industrial quality control and technology evaluation. Support process optimization and key common quality technology research and promote quality upgrade. Guide enterprises to enhance R&D innovation and system integration capabilities, innovate manufacturing methods and service formats, and develop customized production to meet individual needs. Encourage enterprises to develop modern sales systems and innovate in terms of brand communication, customer experience and sales models.
The establishment of “China Brand Day†and the promotion of well-known independent brands symbolize the spiritual wealth of Chinese traditional culture, such as innovation, quality and cherish reputation, which are becoming the core value of Chinese brands. Brand building is a long-term and arduous task. We need to regard each day as a “China Brand Dayâ€, lead new development with new ideas, and work tirelessly to promote Chinese brands into a new era.
I. Brand building is an inevitable requirement for manufacturing a strong country In the era of economic globalization, brand is the embodiment of the comprehensive core competitiveness of enterprises and even the country, and represents the country's reputation and image. Brand development is the only way for a country to become stronger and stronger. A large number of internationally competitive brands are an important symbol of a country's manufacturing industry.
Brand building helps to create a strong country strategy. China is a veritable manufacturing power, and accelerating the construction of a manufacturing power has become the core task of China's manufacturing industry in the coming period. Faced with the “two-way squeeze†of high-end manufacturing return and low- and middle-income countries in the middle and low-end countries, China’s traditional advantages of low-cost labor and resource input are becoming weaker, and industrial transformation and upgrading are bound to It is urgent to accelerate the transformation of old and new kinetic energy and foster new competitive advantages for the industry. The law of economic development, the reality of market competition and the development experience of the world's major economic powers have proved that brand is an important connotation of the core competitiveness of manufacturing countries, and cultivating brands provides a strong and lasting impetus for building and manufacturing power.
Brand building promotes the upgrading of supply and demand structure. Promoting the supply-side structural reform is a major innovation that adapts to and leads the new normal of economic development. The key tasks are to improve the quality of the supply system and improve the adaptability of the supply structure to the demand structure. Brand is the link between supply and demand. Nurturing the brand helps to guide the supply side to optimize resource allocation, guide demand side consumption upgrade, and improve the efficiency of docking between supply and demand.
Brand building promotes the revitalization of the real economy. Economic construction is centered on improving the quality and efficiency of development. The real economy needs enterprises to enhance their ability to create value and realize profits. Enterprises invest resources to give value to products through design, development, manufacturing and marketing services, including material and spiritual values. However, this value needs to be converted into currency in the market exchange, in order to complete the "thrilling jump" and become the income of the enterprise. Whether you can jump high or jump far depends on the customer's trust in the company and the perception of the value of the goods. The brand is the carrier of value and credibility and will provide a strong impetus to complete this “jumpâ€.
2. Adhere to the development path of industrial brands with Chinese characteristics. General Secretary Xi Jinping's exposition on "three transformations" scientifically clarifies the relationship between the core elements of innovation, quality and brand. From the perspective of brand building, brands need to be “created in Chinaâ€. Without innovation, brands have no differentiated charm. Brands need “China qualityâ€. Without high quality, brands lose the foundation of value. In recent years, in the face of the severe and complicated economic situation at home and abroad, the Ministry of Industry and Information Technology has resolutely implemented the major decision-making arrangements of the Party Central Committee and the State Council, carefully studied the stages and characteristics of China's industrial development, and selected a development path for industrial brands 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-member, all-round quality management system, credit system and brand cultivation management system in the whole process of design, development, manufacturing and marketing services, in order to cultivate competitive brands. Jointly promote relevant industrial brand cultivation concepts.
Actively perform duties and coordinate deployment. In 2011, we jointly issued the "Guiding Opinions on Accelerating the Brand Building of China's Industrial Enterprises" with the seven departments of the Development and Reform Commission and the Ministry of Commerce to further promote brand building. In 2015, the promotion of “Made in China 2025†was promoted, and the strengthening of quality brand building was listed as one of the nine strategic tasks. Last year, the implementation of "Made in China 2025" and consumer goods "three products" special action, we will work with relevant departments to develop equipment manufacturing and consumer goods industry to promote quality brand improvement action guide and action plan, deploying the entire industry chain quality brand coordinated action, Advantages and strategic industry quality brand escort operations, Chinese brands "going out" and a series of major actions.
Persevere and solid progress. It is necessary to adhere to the combination of regular work and special actions to promote quality brand building.
After years of unremitting efforts, China's brand building work has progressed smoothly and achieved initial results. At present, nearly 10,000 enterprises across the country have carried out brand cultivation pilots, and 251 demonstration enterprises have emerged. According to the survey of the model enterprises, the domestic market share of the main products of the company has increased from 17.8% to 31.4%, and the industrial added value rate has increased from 21.8% to 26.2%. The quality and efficiency of the business operations have been significantly improved. At the same time, the proportion of key consumer goods customization and mid-to-high-end product supply has increased significantly. The growth rate of customized apparel consumption has exceeded 30%, and over 90% of consumer product safety technical indicators have been consistent with the standards of the International Organization for Standardization.
Third, strive to create a new situation of industrial brand building Brand building is a strategic task related to economic and social development, and it is necessary for all sectors of society to jointly manage and jointly 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 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 to cultivate the brand. Guide enterprises to enhance the quality brand awareness and strengthen the whole process quality and brand management from raw material procurement to production and sales. Adhere to the pilot first, demonstration and lead, deepen the promotion of corporate brand cultivation and regional brand building, and promote the interactive development of corporate brands and regional brands. Accelerate the formulation of brand management system standards and organize the promotion of standards. Strengthen the promotion of quality brand, carry forward the spirit of craftsmanship of excellence, expand the social influence of independent brands, and stimulate the endogenous motivation of enterprises to cultivate brands.
Implement quality first, and increase support and guidance. Implementing "Made in China 2025", implementing the basic policy of quality first, and accelerating the promotion of quality brand promotion. We will give play to the support of major projects such as manufacturing innovation center construction, intelligent manufacturing, and industrial strong foundations, and guide enterprises to accelerate the deep integration of industrialization and informatization, and use next-generation information technologies such as “Internet +†and big data to grasp smart manufacturing and green manufacturing. , flexible manufacturing and other industries and technology development direction, accelerate the cultivation of independent brands.
Encourage innovative design and enrich brand differentiation. 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 techniques featuring green, intelligent and collaborative in key areas. To build an innovative design cluster with world influence, cultivate a group of specialized industrial design enterprises, encourage foundry enterprises to establish research and design centers, and accelerate the cultivation of independent brands.
Implement key actions to promote development in key areas. Implement the “three products†special action for consumer goods to support the development of smart, green, flexible and efficient manufacturing in the consumer goods industry. Increase the supply of high-end consumer goods, and promote the transformation of products to cost-effective advantages. Vigorously develop smart and healthy consumer goods and support the development of consumer goods with national characteristics. Implementing advantages and strategic industry quality brand escort actions, strengthening industrial market research and demand forecasting, scientific planning of industrial layout, supply positioning and variety structure. Implement the “going out†action of Chinese brands, implement the national “Belt and Road†strategy, and promote the sharing and sharing of international brands.
Improve public services and support quality brand progress. Building a professional brand service platform for quality brands, relying on the SME service system to enhance the quality brand service capabilities of the service platform. Build a quality brand information sharing platform to strengthen the brand reputation and brand competitiveness monitoring and evaluation. Improve the open sharing platform for knowledge and talents, and rely on projects such as upgrading the quality of business management personnel and updating knowledge of professional and technical personnel to cultivate brand management personnel and professional technicians. Construct a group of public service platforms to promote collaborative innovation in manufacturing, and promote scientific and technological innovation, transformation of results and promotion and application.
Strengthen technical support and consolidate the quality brand foundation. Improve the technical basic capacity building of industrial standards, industrial measurement, industrial quality control and technology evaluation. Support process optimization and key common quality technology research and promote quality upgrade. Guide enterprises to enhance R&D innovation and system integration capabilities, innovate manufacturing methods and service formats, and develop customized production to meet individual needs. Encourage enterprises to develop modern sales systems and innovate in terms of brand communication, customer experience and sales models.
The establishment of “China Brand Day†and the promotion of well-known independent brands symbolize the spiritual wealth of Chinese traditional culture, such as innovation, quality and cherish reputation, which are becoming the core value of Chinese brands. Brand building is a long-term and arduous task. We need to regard each day as a “China Brand Dayâ€, lead new development with new ideas, and work tirelessly to promote Chinese brands into a new era.
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