Actively implement the export brand strategy and strive to promote the transformation of foreign trade growth methods

- Research report on accelerating the implementation of our province’s export brand strategy

For a long time, The development of my country's foreign trade has always relied on quantitative growth. Export commodities with high technical content, high added value, and high exchange rates account for a small proportion; product quality is unstable, packaging is not standardized, and the complaint rate from foreign merchants is high; some counterfeit and shoddy goods flood into the markets of neighboring countries, causing adverse effects. In order to improve the quality of export commodities, optimize the structure of export commodities, and strengthen quality management to reduce export costs and improve economic benefits, the Ministry of Commerce has implemented the strategy of “winning by quality” for export commodities nationwide since the early 1990s. In the mid-1990s, the government clearly proposed the implementation of the export brand strategy, and gradually shifted the past subsidy policy for export goods to the protection and support of famous brand goods in accordance with the requirements of WTO rules. Especially in the past two years, the Ministry of Commerce has adopted the reform of the Canton Fair and established a brand exhibition area, which has highlighted the status of brand enterprises and brand products, causing great shock among various foreign economic and trade enterprises.

In order to further carry out research on the implementation of the export brand strategy in our province, on the occasion of participating in the 97th Canton Fair, Deputy Director Zhang Lin led the Canton Fair working group of our department to visit Zhejiang Province, Ningbo City and other transactions delegation, and learned from their successful experiences in implementing export brand strategies; we held two symposiums with participating brand companies in our province, listened to the opinions and suggestions of brand companies on promoting brand strategies, and formed the following research report.

1. Policy adjustment from the "win with quality" strategy to the "export brand" strategy

In 1991, in order to conscientiously implement the "Quality, Variety, and Efficiency Year" activities of the State Council, The Ministry of Foreign Trade and Economic Cooperation has put forward the foreign trade development strategy of "winning with quality". The main purpose is to improve the quality of my country's export commodities, enhance international competitiveness, safeguard national interests and foreign trade credibility; and handle quality and quantity, efficiency and speed in foreign economic and trade work. relationship; promoting the transformation of my country's foreign trade growth from extensive management to intensive management. The policy measures of the "win with quality" strategy mainly include four aspects: first, universally implement the ISO9000 series of international quality systems and certifications; second, adopt policy measures to increase the proportion of exports of mechanical and electrical products and complete sets of equipment; third, cultivate enterprises in the international market brand-name products and well-known enterprises; fourth, enhance quality awareness, improve the quality assurance system, and combat counterfeiting.

In the mid-to-late 1990s, with the sudden rise of processing trade, my country's foreign trade entered a rapid growth cycle. Especially since entering the new century, the total foreign trade volume has maintained a rapid growth of more than 20% for many consecutive years. By the end of last year, my country's total import and export trade reached US$851.2 billion, ranking fourth in the world, and its status as a major trading country has been basically established. The WTO report pointed out that the growth rate of China's imports and exports is "unprecedented" for a country with such a scale of trade. However, among the huge total trade volume, not many have independent brands and marketing networks. Among the 100 most influential famous brands in the world, only China's "Haier" has entered the market; judging from the trading methods of my country's exported goods, processing trade accounts for more than 50%, and more than half of general trade is OEM production. These have become the "soft underbelly" of my country's trade growth.

In order to accelerate the transformation from a large foreign trade country to a powerful foreign trade country, the Ministry of Commerce began to carry out the work of creating famous brand export commodities nationwide in 1998, accelerating the cultivation and creation of influential and competitive products in the international market. A series of famous brand export products. Since April 1999, the Ministry of Commerce has determined and announced the "Key Support and Development of Famous Brand Exports" for nine major categories of commodities, including household appliances, bicycles, motorcycles, textiles and clothing, light industrial consumer goods, information products, machinery, food and medicines. Commodities” list and announced a series of supporting policies.

Including: giving priority to supporting enterprises to develop strip processing business overseas and setting up corresponding production, operation and after-sales service projects; giving priority to participating in the Canton Fair and providing conditions for them to participate in famous international expositions; giving priority to enterprises to use the Central Foreign Trade Development Fund, and enterprises Advertising promotions and the establishment of foreign sales centers can also apply for the use of the Central Foreign Trade Development Fund; for exports of goods subject to quota management, the allocation quantity will be tilted, and for goods subject to quota bidding management, the qualifications of enterprises to participate in the bidding will be relaxed; for exports included in the The electromechanical product enterprises on the list will be given priority in arranging the state's special subsidized loans for technological transformation for electromechanical export enterprises; for projects under contracted projects that promote the export of commodities included in the list, priority will be given to the relevant procedures and the borrowing of cooperation funds; use Export credit insurance is a means to support the export of these goods, etc.

Especially in the spring of 2004, the Ministry of Commerce reformed the booth allocation method of the 95th Canton Fair, established a brand exhibition area for the first time, and increased support for the booths of brand enterprises, which caused a great deal of concern among various foreign economic and trade enterprises. shock. The Canton Fair is the export commodity negotiation event that has been held for the longest time in my country, has the greatest influence, has the largest number of customers attending the fair, and has the most outstanding transaction results. For a long time, the booths at the Canton Fair have been the focus of various foreign economic and trade enterprises. Starting from the 95th Canton Fair , the Ministry of Commerce gave priority to brand companies in the best locations in each exhibition area, which benefited the selected brand companies a lot. The total transaction volume of brand enterprises at the 95th Canton Fair was US$4.44 billion, accounting for 18.1% of the total transaction volume. The 96th Canton Fair further expanded the brand exhibition area, with 320 companies setting up 2,047 brand booths in 24 brand exhibition areas including clothing, home textiles, and household appliances. Although the number of booths in the brand exhibition area only accounted for 7.4% of the total number of booths, the total transaction volume was US$5.25 billion, accounting for 19.3% of the total transaction volume. In the 97th Canton Fair, based on the previous two sessions, the scale of the brand exhibition area increased by 64%, accounting for 12% of the total number of booths, and the export turnover reached US$7.42 billion, accounting for 25.4% of the total turnover.

The number of famous brand export commodities reflects a country’s comprehensive strength, economic competitiveness and technological development level. Creating famous brands is an important part of implementing the strategy of "winning by quality" and is also an important way to improve export competitiveness. The establishment of famous brands is more conducive to promoting enterprises to establish quality and efficiency mechanisms, and is conducive to promoting the transformation of export growth mode from extensive to intensive. The process of creating a famous brand is also a process of optimizing the allocation of social resources, accelerating the survival of the fittest, promoting corporate restructuring, and forming large-scale operations. Therefore, the implementation of the "export brand" strategy proposed by the Ministry of Commerce is to further deepen and improve the implementation of the "win with quality" strategy, and more prominently guides and promotes enterprises to establish brands with independent intellectual property rights, change the status of OEM production, and create Policy guidance for exporting a number of brand-name goods. Judging from the recent Canton Fair, the implementation of the export brand strategy has played a very significant role in promoting enterprises to cultivate brands with independent intellectual property rights. Brand enterprises have benefited a lot from entering the brand exhibition area, which further strengthens their ability to grow and strengthen their advantageous brands. confidence and determination; under the guidance of policies, non-brand companies have also begun to study and formulate their own brand development plans and brand innovation measures.

2. The current situation and existing problems of the implementation of the export brand strategy in our province

The implementation of the export brand strategy in our province started in the late 1990s. Among the 59 "famous brand export commodities with key support and development", 6 from our province were selected. Since then, with the gradual expansion of our province's export scale and the continuous improvement of the quality of export commodities, many companies have been selected into the Ministry of Commerce's list of "Famous Brand Export Commodities with Key Support and Development". But overall, compared with the advanced provinces and cities in the south, there is still a considerable gap. In the list of 190 "Famous Brand Export Commodities Focused on Cultivation and Development in 2005-2006" announced by the Ministry of Commerce last year, 51 companies were selected in Zhejiang, including 20 companies in Ningbo; 29 companies were selected in Guangdong, and Jiangsu 25 companies were selected, while only 23 companies from our province were selected. Judging from the export situation of brand enterprises, according to estimates by the Ministry of Commerce, the private brand exports of national brand enterprises account for about 10% of their total exports; the proportion of private brand exports of enterprises in Zhejiang Province is about 15%, while the exports of private brands by enterprises in our province account for about 10% of their total exports. Branded exports are estimated to be less than 5%.

From an environmental perspective, although our province has also provided preferential treatment and support to brand enterprises in aspects such as trademark protection, interest subsidies for technological transformation, and booth allocation at the Canton Fair, it is still far from the strength of policies issued by the country and advanced provinces and cities in the south. The main gaps are: the social atmosphere that encourages brands to become bigger and stronger is not strong yet, and companies are not very conscious about brand innovation; various support policies are not implemented in place, and the integrated advantages of support measures are not fully utilized; intellectual property protection needs to be further improved To strengthen, relevant punitive measures must be more severe.

The actual situation of the implementation of brand strategy by enterprises in our province can be roughly divided into three categories. Category 1: Those who have fully realized the significance of implementing brand strategy, strive to build brands, and try international strategies, such as Haier, King King, etc. These companies go abroad, enter the international market, establish R&D, production, and marketing institutions overseas, recruit international talents, and aspire to become global brands. There are very few such enterprises in the province, accounting for less than 1% of export enterprises. Category 2: Interested in building a brand, but still unable to do so. This type of enterprise has registered trademarks for its products and intends to build a brand. However, because its product quality and brand characteristics are not yet outstanding, and due to financial constraints, it has not done enough publicity, so its brand influence is still relatively limited. The proportion of such enterprises in the province is about 10%. The third category: no brand awareness, only production and sales concepts. This type of enterprise believes that the current development of brands is unrealistic and lacks practical significance. The top priority is to accumulate capital and increase sales. Building a brand is a matter of the future. Therefore, they are satisfied with sample processing and OEM production, and have always been at the level of followers in terms of product quality, style and service. This type of enterprises occupies a considerable proportion in our province's foreign economic and trade system, with an estimated number of nearly 90%.

Generally speaking, most enterprises in our province lack long-term vision, have not yet fully realized the strategic significance of creating brands, and have not yet formulated and implemented effective brand strategies. Although a few advanced companies have implemented brand strategies, only a handful of them have achieved significant results. Most of the results are not yet obvious, and they are currently facing many difficulties. Due to the weak brand concept and insufficient investment in brand creation, it is inevitable that the brand construction of our province's export commodities has inherent flaws, which are concentrated in the following four aspects: First, a large number of "OEM" production of export commodities. Weihai New Tiger Toys Co., Ltd. is a company specializing in the production of tiger toys. In recent years, it has become somewhat "famous" in the international market. Many professional buyers know that if they want to buy tiger toys, they should go to New Tiger Company. It has a trademark and has been producing OEM products for the world's major toy manufacturers for many years. In fact, after years of accumulated experience in foreign OEM production, the gap between many products in our province and the international advanced level in terms of quality, performance, processing technology, etc. is very small. Some are even ahead of the international level, but the brand gap However, the added value of our province's products is far from that of foreign products. Take New Tiger's tiger toys as an example. The unit price at the 97th Canton Fair was only US$2.9, but after OEM, the unit price in foreign retail markets rose to US$29. Second, enterprises have a weak awareness of self-protection, and incidents of trademark preemption by foreign companies occur frequently. The most typical example is that Hisense was preempted to register the "HISENSE" trademark by Siemens, which triggered a series of legal disputes. Although the two parties later reached a settlement, Hisense also paid a heavy price for this. In addition, Linqing Galaxy Paper's copy paper and writing paper trademarks were also registered by foreign investors. Yantai Hongchang Pencil's "Little President" pencil trademark was registered by a customer in the UK, and they were later forced to spend 200,000 yuan (registration fee) Only less than US$1,000) to buy back the trademark. Third, the vicious competition among enterprises in the province has led to the loss of the advantages of a number of traditional brands. "Three Ring Lock", "Sanbian Liquor", "Longkou Vermicelli" and other famous brand products in our province were once famous in the international market. However, for a long time, due to the lack of attention to the protection of intellectual property rights and famous brand trademarks, administrative intervention was even adopted to order several Many companies share the same brand, which leads to intensified vicious competition and the decline of traditional famous brands. Fourth, the added value of newly created brands is low and their competitiveness is not strong. Due to the late start and insufficient investment in the implementation of brand strategy by enterprises in our province, most of the new brands have difficulty in having a big impact in the international market and cannot compete with international famous brands. For example, Vosges Home Textiles is a home textile manufacturer that mainly exports to Japan. Its products account for nearly 70% of the Japanese market. However, because its own brand influence is too small, no one cares about it. Currently, exports to Japan are still based on discounts. Brands are the main products, and private brands are mainly exported to emerging markets such as Russia and the Middle East.

3. Zhejiang Province’s successful experience in implementing brand strategy in recent years

Zhejiang is a major coastal foreign trade province with the highest proportion of general trade exports in my country, with the proportion of general trade exports reaching 80%; Zhejiang Province is one of the provinces that exports the most branded products. Among the 190 export brands supported and developed by the Ministry of Commerce, Zhejiang Province has 51, accounting for 26.8%.

The work of creating export brands in Zhejiang Province has been carried out well, thanks to the rapid growth of Zhejiang’s economy in recent years, the huge general trade exports, and the subjective initiative of enterprises in creating their own brands. , and also benefited from the strong support from governments at all levels for creating export brands. From an objective analysis, Zhejiang's unique advantages in economic development provide many favorable conditions for Zhejiang enterprises to create export brands. First of all, as a major foreign trade province, Zhejiang has a large total foreign trade volume, a dependence on exports of 40%, and a high degree of economic internationalization. The overall "Made in Zhejiang" brand enjoys a certain degree of recognition internationally. Secondly, Zhejiang already has a number of corporate brands with strength and foundation. Among the 362 well-known trademarks in China, Zhejiang accounts for 36, ranking first in the country. Third, Zhejiang’s unique block economic form has enabled a number of industries and products to form considerable comparative advantages internationally. Among 500 major industrial products, Zhejiang has 160 products with a national market share of more than 40%, and many of them have The products have a certain share in the international market and are very likely to form a number of international brands in some market segments. Fourth, a large number of enterprises in Zhejiang have been producing OEM products for international brands for a long time. They have fully accumulated experience in product production technology and quality control, and have the ability to create international brands.

On the basis of fully basing on its own advantages, Zhejiang Province has further stepped up its efforts to promote the export brand strategy in recent years. Some of their practices are worth learning from our province.

First, attach great importance to brand strategy and make it a key foreign economic and trade task. Fully understand the importance of implementing brand strategy in promoting economic structural adjustment and industrial upgrading, and in accordance with the requirements of the Scientific Outlook on Development, promote the creation of export brands by foreign economic and trade enterprises as an important step in thoroughly implementing the "win with quality" strategy and transforming the growth pattern of foreign trade. We will focus on this as a long-term key task in the future.

The second is to establish and improve the working mechanism for implementing brand strategy. ① An organizational system for promoting export commodity brands in the province has been established and improved. Each municipal foreign trade and economic bureau, all import and export enterprises in the province, and key enterprises have assigned leaders in charge and dedicated personnel to be responsible for this work. ② Establish an information communication mechanism for export commodity brand creation, timely track and understand the dynamic situation of the company's implementation of brand strategy, and convey the company's new initiatives and successful experiences in the process of re-creating the brand, so as to achieve the purpose of mutual exchange and improvement. ③ Establish a reserve and coaching mechanism for key export brands, carry out some preliminary work, and dispatch a list of companies that meet the Ministry of Commerce’s selection criteria for key coaching. At the same time, the selection process of "Famous Brand Export Commodities Focused on Cultivation and Development in Zhejiang Province" was carried out. The financial department also clearly provided support to famous brand enterprises and strived to maintain a good connection with the work of the Ministry of Commerce.

The third is to do a solid job in the basic work of implementing the brand strategy. ①Carry out trademark registration census. Last year, a province-wide trademark census was carried out to initially understand the domestic and foreign trademark registration situation in Zhejiang Province. As of the first half of last year, Zhejiang export goods had 5,519 registered trademarks at home and abroad, including 1,308 overseas registrations; In the future, it is planned to register 2,517 domestic and foreign trademarks, including 1,305 overseas registrations. ②Actively create an atmosphere of recognition of the "brand" in the whole society. At the beginning of last year, the proposition of "promoting overseas brand marketing of Zhejiang enterprises and enhancing export competitiveness" was put forward and listed as a key proposal of the Provincial Committee of the Chinese People's Political Consultative Conference, which attracted great attention from all aspects of the province. We conducted a research project on "Promoting Brand Internationalization and Building a New Round of Competitive Advantage", analyzed the current situation of brands in Zhejiang Province, brand internationalization path selection and policy incentive effects, and put forward practical countermeasures and suggestions. At the same time, the "Interim Measures for the Evaluation of Famous Brand Export Commodities in Zhejiang Province" was studied and promulgated, the selection of provincial export brands was carried out, and a one-time reward (200,000 yuan) was given to the selected companies.

The fourth is to provide necessary financial support for enterprises to implement brand strategies. The "Several Measures on Continuing to Promote the Development of an Open Economy" jointly issued by the Ningbo Municipal Foreign Trade and Economic Cooperation Bureau and the Finance Bureau in early 2004 clearly stipulates: ① Advanced foreign trade and economic cooperation enterprises that have passed ISO9000 quality system certification and obtained overseas trademark registration will be given with a one-time reward of a certain amount.

② For trademarks registered abroad and in Hong Kong, Macao and Taiwan in the same year, a subsidy of RMB 3,000 is provided for each trademark; for multi-country registrations in accordance with the Madrid Agreement registration procedures, and registration in more than five countries at one time, a subsidy of RMB 5,000 is provided. ③ For circulating foreign trade enterprises with annual exports reaching 15 million US dollars, if they pass ISO9000 quality management system certification in the same year, they will receive a subsidy of 20,000 yuan; if they pass ISO14000 environmental management system certification, they will receive a subsidy of 30,000 yuan; if they pass other various management system certifications, Subsidy of 20,000 yuan.

The fifth is to provide public welfare promotion support to brand enterprises. In order to promote the overall promotion of Zhejiang's famous brand export commodities, Zhejiang Province has also established "public * project funds" under the provincial foreign trade export development funds, "Famous brand export commodities focused on cultivation and development by the Ministry of Commerce" and "Zhejiang Province's key export commodities". Enterprises that cultivate and develop "famous brand export commodities" are automatically qualified to use public projects. Use of Public Security Projects Every year, the Provincial Department of Foreign Trade and Economic Cooperation proposes the content and use direction of public security projects. It is mainly used for: producing and distributing brochures and CDs of "Famous Brand Export Commodities Focused on Cultivating and Developing in Zhejiang Province"; at home and abroad Well-known media conduct overall publicity and promotion of Zhejiang Province's famous brand export commodities; organize export famous brand enterprises to carry out special promotions in key markets, including overseas exhibitions, set up Zhejiang famous brand distribution windows abroad, etc.; organize export brand building seminars, forums, training, Lectures etc. Recruit well-known domestic and foreign consulting companies through bidding and other forms to provide brand development strategy consulting reports for famous brand export commodity companies. At the same time, it is stipulated that 5% of the overall amount of the public investment project shall be withdrawn every year as daily management expenditure for the organizational management of the review of "famous brand export commodities that are key to cultivation and development in Zhejiang Province", the development of management program software, and bidding management.

The basic experience of the successful practices of Zhejiang Province and Ningbo City is that by formulating specific policies, the macro strategy of "winning with quality" has been implemented into specific measures to support the development of export brands and enhanced operability. nature, thus highlighting the guiding nature of macroeconomic policies.

4. Relevant suggestions for accelerating the promotion of our province’s export brand strategy

In view of the current situation and existing problems of our province’s export brand construction, and drawing on the successful experience of advanced provinces and cities in the south, we will During this period, to accelerate the promotion of our province's export brand strategy, we should focus on three levels: first, strengthen the macro-planning of creating export brands, combine the research and formulation of the "11th Five-Year Plan" foreign economic and trade development plan, and do a good job in planning and demonstration of the export brand strategy; And take the implementation of brand strategy as a breakthrough in transforming the mode of foreign trade growth during the "Eleventh Five-Year Plan" period; second, strengthen public opinion publicity, policy guidance and intellectual property protection, and actively create a good atmosphere for brand creation in the whole society; third, further strengthen enterprises Create brand consciousness, update concepts, improve planning, increase investment, and enhance the internal motivation of enterprises to create brands. As the industry authority responsible for foreign trade, the focus of work should be on creating a social atmosphere, creating a fair environment, building a communication platform and strengthening policy support. To this end, we recommend:

(1) Strengthen publicity and strive to create a good social environment for creating export brands. It is necessary to further enhance the understanding of the importance of implementing export brand strategy. First of all, the implementation of the export brand strategy is conducive to exploring the international market and pushing our province's export growth to a new level. For a long time, most export companies in our province have relied on reducing costs and selling prices to maintain export growth. With the rise in export costs, the rise of trade protectionism and other reasons, many enterprises in our province have obviously lacked the potential for export development in recent years. They rely on price competition to occupy the market and increase exports. There is not much potential to be tapped, and it is very easy to attract foreign anti-dumping retaliation. . We must completely update our concepts and change our thinking, from traditional price competition to brand-centered non-price competition, and rely on brands to compete for the market. Secondly, vigorously promoting the export brand strategy will help improve export economic benefits and promote the transformation of foreign trade growth mode from extensive to intensive. In the process of changing the foreign trade development model from extensive growth centered on earning foreign exchange to intensive growth centered on efficiency, export companies are often caught in the dilemma of whether to earn foreign exchange or benefit. In the process of transforming this business model, we also need new business ideas. Reducing costs and selling prices and implementing small profits but quick turnover is an idea, while building a famous brand and increasing selling prices is an even more important strategy. By implementing the famous brand strategy to improve the quality and grade of goods, we can not only occupy the market, but also bring huge profits to export enterprises, thereby achieving double growth in foreign exchange earnings and benefits.

Third, promoting export brand strategy can increase intangible assets for enterprises, help export enterprises accumulate capital, and develop toward scale and groupization. The brand itself also has value, it is a valuable intangible asset and a symbol of good reputation. Brand export enterprises can accumulate more capital through mergers, holdings, acquisitions, credit, etc., which is of great significance for changing the pattern of small and decentralized operations of export enterprises in our province, achieving large-scale and group operations, and improving export competitiveness. In order to further strengthen the promotion of brand enterprises and brand products, it is recommended to learn from the practices of Zhejiang Province and carry out the selection activity of "Famous Brand Export Commodities Focused on Cultivating and Developing in Shandong Province", and give priority to the selected companies to recommend "Famous Brand Export Products Focused on Cultivating and Developing by the Ministry of Commerce" Commodities" will have priority in enjoying various brand support policies formulated by the province. It is necessary to carefully study and formulate the selection methods and procedures for "Famous Brand Export Commodities Focused on Cultivating and Developing in Shandong Province", implement dynamic management, establish an elimination mechanism, and enhance the fairness, authority and credibility of the selection.

(2) Further strengthen the protection of intellectual property rights and severely crack down on unfair competition. At present, imperfect market rules, irregular operations, and ineffective supervision and sanctions for violations, infringement of intellectual property rights, and other phenomena have become prominent issues that restrict the implementation of export brand strategies. They not only increase the operating costs of brand enterprises, but also affect enterprises. Initiative to implement brand strategy. It is necessary to conscientiously implement the "Trademark Law", "Patent Law" and "Anti-Unfair Competition Law", strictly investigate and deal with infringement and unfair competition, and effectively maintain a fair foreign trade order. Actively cooperate with relevant departments such as provincial industry and commerce, quality inspection, customs, inspection and quarantine to carry out law enforcement inspections every year. At the same time, it is recommended to adopt the method of inspection by Provincial People's Congress deputies to strengthen the supervision of administrative law enforcement by local competent departments and effectively put an end to local protectionism. In addition, more severe punitive measures should be introduced for suspected infringements in large-scale foreign economic and trade activities such as the Canton Fair.

(3) Strengthen financial support for the implementation of export brand strategy. It is recommended to set up a special fund account for brand strategy support in the provincial foreign trade development funds, and set aside 10 million yuan of funds specifically to support the creation of famous export brands. The first is to increase rewards for brand enterprises, and give one-time rewards to enterprises selected as "famous export commodities that are mainly cultivated and developed by the Ministry of Commerce" and "famous export commodities that are mainly cultivated and developed by Shandong Province". Each year, companies selected as "Famous Brand Export Commodities Key Cultivated and Developed by the Ministry of Commerce" will be rewarded 100,000 yuan, and companies selected as "Shandong Province's Key Brand Export Commodities Cultivated and Developed" will be rewarded 50,000 yuan, which requires approximately 4.5 million yuan in funding. The second is to encourage enterprises to carry out technological innovation, and provide supporting loan interest discount support to those who enjoy the interest discount on technological transformation loans for national brand enterprises. This policy implements fixed-amount interest discounts with a total fund of 1 million yuan. The third is to encourage enterprises to develop independent brands and provide financial support to enterprises for overseas trademark registration, overseas patent applications, quality system certification, etc. For trademarks registered abroad and in Hong Kong, Macao and Taiwan in the same year, a subsidy of RMB 3,000 is provided for each trademark; for multi-country registrations in accordance with the Madrid Agreement registration procedures, and registration in more than five countries at one time, a subsidy of RMB 5,000 is provided. Approximately 1 million yuan of capital is required. The fourth is to support brand companies to explore international markets, and provide subsidies for booth fees and exhibit transportation costs for companies participating in international professional exhibitions recommended by the province and self-organized overseas exhibitions. For the overseas trade promotion activities organized by our province, a fixed quota of 1.5 million yuan will be subsidized for booth fees; for the 10 internationally renowned expos recommended by the province, a fixed quota of 150,000 yuan will be subsidized for booth fees for each event, totaling 1.5 million yuan. The fifth is to actively carry out public welfare publicity of brand products and information exchange between brand enterprises. The selected "famous brand export commodities that are mainly cultivated and developed by the Ministry of Commerce" and "famous brand export commodities that are mainly cultivated and developed by Shandong Province" are selected by the province every year. Unify the production of brochures and CDs for "Famous Brand Export Commodities of Shandong Province" and conduct overall publicity and promotion in well-known domestic and foreign media; establish a dynamic management and information exchange network platform for "Famous Brand Export Commodities of Shandong Province" to strengthen information services for brand enterprises . This policy provides a fixed subsidy of 500,000 yuan.

(4) Further improve the service system construction for implementing the export brand strategy. First, actively explore the establishment of a public information service platform for the implementation of the export brand strategy in the province, further enhance the service awareness of governments at all levels, and provide information services for enterprises to implement famous brand strategies, especially information services on industry development, so as to reduce Enterprise decision-making errors.

The second is to establish and improve the information liaison and feedback system between the Provincial Department of Foreign Trade and Economic Cooperation and brand export enterprises, so as to timely grasp the dynamic situation of enterprises in the process of brand creation. The third is to strengthen the construction of intermediary organizations such as industry associations and professional associations to further strengthen industry self-discipline.