At present, Qingdao has 2 China world famous brand products, 36 China famous trademarks and 68 China famous brand products, with the total number of well-known trademarks ranking first in the national sub-provincial cities, while China ranks second in the country after Shanghai.
In the hundred-year history of Qingdao's urban development, the city and brand have been thriving, complementing each other and shining with each other; With the continuous improvement of Qingdao's city brand image, the good city brand image has made Qingdao's corporate brand gain a huge premium and appreciation, and the development of corporate brand has added rich connotations to Qingdao's city brand.
the history of Qingdao is also the history of the brand to a certain extent.
The 19th Qingdao Beer Festival ended on the evening of August 3th.
on the morning of September 1st, CBN reporter found in the lobby of the hotel where he stayed that the price of new guests was nearly 3% lower than that when the reporter checked in a few days ago.
The waiter in the lobby told the CBN reporter that with the end of the Oktoberfest, the number of staying guests decreased obviously. In sharp contrast to the need to book in advance, the hotel began to have vacancies.
After the Oktoberfest, several taxis stopped in front of the hotel where the reporter stayed, and they began to "lie down". During the Oktoberfest, the taxi driver picked up the guests.
As a festival, Oktoberfest can actually affect the operation of a city. During the festival, huge passenger flow and business opportunities gathered, which contributed more than two "Golden Weeks" to Qingdao's economy.
"what is a brand? Oktoberfest is an important brand in Qingdao. This brand will be given more connotations in the future. " Song Jikuan, deputy director of Qingdao Economic and Trade Commission and director of Economic Operation Bureau, told CBN reporter.
It is the brand of Tsingtao Beer that makes Tsingtao Beer Festival have a "material foundation". It is also the well-known brands such as Tsingtao Brewery, Haier, Hisense and Qingdao Port that have made Qingdao a brand city.
Tsingtao Beer: the name card of Qingdao and even the whole country
Tsingtao Beer is undoubtedly the biggest winner of Tsingtao Beer Festival. When it comes to Tsingtao Beer Festival, everyone will think of Tsingtao Beer.
Jin Zhiguo, chairman of Tsingtao Brewery Group, told CBN reporter that the effect brought by Oktoberfest to Tsingtao Brewery every year is equivalent to the effect produced by putting in 3 million to 5 million yuan of advertisements.
when you step into the Tsingtao Brewery located at No.56 Wendeng Road, Qingdao, the first thing you see is a sculpture with the word "1". It silently reminds every visitor that Tsingtao Brewery celebrated its centenary birthday in 23.
In 193, the German Brewer and Hop Newspaper published such a news: "According to the report of Qingdao (China) Deya Outlook, beer consumers in Qingdao will hear that we have made a new progress, that is, brewing good beer from scratch in Qingdao. Because there are good springs here. "
It was in that year that German businessmen established Germanic Beer Qingdao Stock Company in Qingdao, which became the predecessor of Tsingtao Beer today.
In 196, Tsingtao Brewery, which was born only two years ago, went to Europe to attend the Munich International Beer Expo in Germany and won the gold medal in one fell swoop.
Although Tsingtao Brewery was founded by foreigners, Tsingtao Brewery, rooted in the land of China, still made Empress Dowager Cixi, who always hated foreign countries, quite proud. She not only gave Tsingtao beer as a gift to officials, but also announced the news of winning the gold medal to the world to "show the great power of the Qing Dynasty".
Narrating this history is intended to show that Tsingtao Brewery already had the meaning of "business card" at that time.
"The unprecedented strength of the national economy cannot be separated from the support of a group of enterprises that dominate the international arena and brands with extensive influence in the world. It can be said that Tsingtao Brewery has completely gone through and witnessed the 6-year endeavor of New China. "
Jin Zhiguo told CBN reporter.
After the founding of the People's Republic of China, the first battle of Tsingtao Brewery was to grow hops.
in 195, the U.S. department of commerce announced the implementation of licensing control measures for all goods shipped to China, and even prohibited American ships from sailing to China. Hops, known as the "soul of beer", are indispensable key raw materials for brewing beer. At that time, these raw materials were always imported, and the supply of raw materials could not meet the demand of production due to economic blockade and embargo, and the price was high.
In the same year, Tsingtao Brewery successfully planted 32 mu of hops in local Licun. The hops planted in China were not inferior to those planted in Europe and America. The pioneering work of Tsingtao Brewery ended the history that hops were all supplied from other places, and the beer output in that year increased greatly, reaching 4,77 tons.
In 1964, China shouted some slogans that are familiar to us so far, which set off a learning climax all over the country. Only in February, the slogans of "Daqing in Industry" and "Dazhai in Agriculture" were born. In 1963, Tsingtao Brewery, which had a solid foundation, won the gold medal at the national wine tasting. At that time, the Ministry of Light Industry noticed that Tsingtao Brewery was not only of good quality, but also of low consumption and cost, so it decided to put forward the slogan "Beer industry should learn from Qingdao" at the Tangshan Conference in 1964.
But Tsingtao Brewery was a "luxury" at that time, and it didn't have "political significance", so it couldn't rise to a higher level. However, its contribution to the overall national economy cannot be underestimated.
For a long time after the founding of the People's Republic of China, there was an urgent need for a large amount of foreign exchange for the country's infrastructure construction, and the foreign exchange earned by the bulk export of Tsingtao Brewery alone actually accounted for 2% of the country's foreign exchange earned through export.
In 1967, the State Planning Commission and the State Council Finance and Trade Office issued a document approving the measures to increase the output of Tsingtao Brewery's exported beer, which increased the annual output from 19, tons to 26, tons, and the products were mainly used for export. Since then, Tsingtao Brewery has truly become a "national" enterprise, with investment, production, management, sales and so on, and everything has been brought under the unified national planning system.
In the 198s and 199s, the beer industry in China has risen rapidly, and the competition in the beer market has begun to emerge. However, Tsingtao Brewery was worried that it would lose its reputation if it was advertised because of its low output and large export volume. Therefore, during the decade from 198 to 1989, Tsingtao Brewery basically did not carry out advertising.
The market share of Tsingtao Brewery in China has dropped from 13% at the beginning of the reform and opening up to about 3%.
1993 was a landmark year in the history of Tsingtao Brewery, not only because it was the 9th birthday of Tsingtao Brewery, but also because Tsingtao Brewery seized an important development opportunity brought by the reform and opening up-completing the shareholding system transformation and successfully listing in Hong Kong and Shanghai.
China's reform and opening up entered a brand-new stage after Deng Xiaoping's southern tour speech in 1992, which provided Tsingtao Brewery with the opportunity to go public. At that time, the central government wanted to select several state-owned enterprises to raise funds in the capital market, with the aim of invigorating enterprises. The State Council finally chose nine state-owned enterprises, including Shanghai Petrochemical Company, Beijing People's Printing Company, Tianjin Bohai Chemical Company, Jiangsu Yizheng Chemical Fiber Company, Kunming Machine Tool Company, Maanshan Iron and Steel Company, Dongfang Electric Company and Tsingtao Brewery Company, all of which were local influential enterprises at that time.
On July 15th, 1993, H shares of Tsingtao Brewery Company were listed in Hong Kong, becoming the first mainland enterprise in China to be listed overseas. On August 27th, Tsingtao Brewery A shares were listed on the Shanghai Stock Exchange.
it's another 1 years in a flash. On August 15th, 23, Tsingtao Brewery celebrated its centenary birthday. At the centennial celebration, Tsingtao Brewery people made a memorial sculpture with the number 1, and put "1" on it like an arrow, which indicates that the new century will be further developed, while "" means that Tsingtao Brewery in the new century will return to zero, and from then on, Tsingtao Brewery in the 1-year-old has changed back to one year old
Haier: the representative of "new forces"
If we say,
Haier Group, which was founded in 1984 and grew up in the reform and opening up, has now developed into the first brand of household appliances in China, with a brand value of 8.3 billion yuan, ranking first among the "Most Valuable Brands in China" for seven consecutive years. Last year, Haier achieved a global turnover of 119 billion yuan, and its profit increased more than twice as much as its sales revenue. In 29, Haier continued to maintain healthy development. From January to June, 29, Haier Group's revenue growth was the same as last year, and its profit increased substantially. It is estimated that the annual profit increase will reach about 2%.
Haier's entrepreneurial history reflects a microcosm of China's home appliance industry from small to large, from weak to strong, and from China market to global market since the founding of New China, especially since the reform and opening up.
in 1984, at the age of 35, Zhang Ruimin became the director of Qingdao Refrigerator General Factory, the predecessor of Haier Group. Qingdao Refrigerator General Factory is a small collective factory, with a deficit of 1.47 million yuan. At that time, for a small factory, it was a matter of life and death.
In that year, the Third Plenary Session of the 12th CPC Central Committee passed the Decision of the Central Committee on Economic System Reform, and the market demand rose rapidly.
In this situation, Haier introduced the refrigerator production technology, equipment and standards of Liebherr Company in Germany. Zhang Ruimin first put forward and formulated the famous brand strategy in China enterprises, and determined the principle of "starting late and starting high".
after introducing advanced technology, Zhang Ruimin paid close attention to internal management, which put the factory on the right track. The "13" management regulations such as "No defecation in the workshop" formulated in 1984 are a true portrayal of the difficult start at this stage. Zhang Ruimin smashed 76 refrigerators with substandard quality in 1985, which was a landmark event for him to pay close attention to quality and create a famous brand.
One day in December, 1985, Zhang Ruimin received a letter from a user, which reflected that the refrigerator produced had quality problems. Zhang Ruimin led managers to inspect the warehouse and found that 76 of the more than 4 refrigerators in the warehouse were unqualified. Zhang Ruimin immediately called all the staff to the warehouse for a site meeting, and asked everyone what to do.
Actually, Zhang Ruimin has already made up his mind: smash them! Zhang Ruimin announced that whoever did it would smash it, and swung a sledgehammer and smashed the first hammer with his own hands.
"The purpose is to tell everyone that only qualified products can be dried, and only products that fully meet the standards can be dried. It is not that there is no problem through the' smashing refrigerator' product, but through the' smashing refrigerator' to establish a quality concept, after the enterprise implements quality management, everyone can easily accept high-quality standards and requirements. " Zhang Ruimin told CBN a few days ago.
Haier's brand-name strategy quickly gained results in the market: in 1988, Haier won the first national excellent gold medal in the history of refrigerators in China; In 199, he won the Golden Horse Award, the first national quality management award in China refrigerator industry. In 1991, he was selected as the first "Top Ten Famous Trademarks in China"; This indicates that Haier has gradually grown into a well-known domestic enterprise and brand in the early stage of reform and opening up.
"From the brand point of view, we decided to create a brand from the beginning. If an enterprise has no brand, it can only work for others, and it can only be at the lowest end of the value chain. Enterprises can also produce, but it is impossible to really develop. Without a brand, a country's sustainable development may have great problems. Therefore, the brand is very important for a company. " Zhang Ruimin told CBN a few days ago.
during the 199s, Haier's scale expansion developed rapidly. Zhang Ruimin led Haier to expand rapidly and rose from the level of "market innovation" to the level of "management innovation".
in 1991, Haier group was established and entered the stage of diversified development strategy. In May 1992, Deng Xiaoping made a speech on his southern tour, demanding that the reform and opening up be "bolder and faster".
Zhang Ruimin seized the opportunity to establish Haier Industrial Park in the east of Qingdao. Haier group expanded rapidly in the following years, and successively merged 18 loss-making enterprises, and made them profitable and developed by transplanting Haier management. The scale of enterprise diversification has been expanded unprecedentedly.
At the same time, from the end of 199s to the present, it is also the stage for Haier to explore the international market and create a global brand. Zhang Ruimin led Haier to "go global" and develop from "China brand" to "global brand".
At present, Haier has initially established a global operation network of "logistics, capital flow and information flow", and established a basic framework of "trinity" (that is, localized design, localized production and localized sales) in six overseas regions of America, Europe, South Asia, Middle East and Africa, Asia-Pacific and ASEAN, which basically realized the global strategic layout.
Zhang Ruimin's "three-step" strategy, that is, going abroad-creating a brand abroad; Go in-become a localized enterprise; Go up-become a local world famous brand, and now it is entering the stage of "going up".
Now, although "Haier" has become a world-class brand, it still has a "dream" with Zhang Ruimin of the same age as China.
He told CBN reporter: "My dream is that Haier must become a world famous brand, and I hope that it will not only produce first-class products in the future, but also cultivate first-class talents. This is my real dream."
towards a big brand
the government is undoubtedly an important driving force for Qingdao to become a brand city.
Ai Feng, Chairman of Brand China Industry Alliance, said at the China Brand Festival held in Qingdao last month: Qingdao was the first city in China to put forward the strategy of "building brand strategy and developing brand economy", and successive municipal committees and governments attached importance to and actively promoted the strategy of "revitalizing the city by brand" and made great achievements.
Today, their brand strategy has gradually penetrated into the party and government organs and many social fields from the economic field, realizing the all-round development of "point, line and face". It not only optimizes the soft environment of urban development and enhances the core competitiveness of the city, but also better implements the idea of "ruling for the people" and promotes the leap from brand economy to brand city.
Wu jingjian, vice mayor of Qingdao, told CBN that the reason why Qingdao became a recognized "brand" capital can be summarized as two sentences: "the leaders of the government knew it early" and "consistently".
He said that the leaders of Qingdao municipal government have long found that a resource-poor city like Qingdao must find its own strategic thinking with urban characteristics, and brand is
the best choice for us to tap the strategic resources with urban characteristics. In addition, after we established the brand development strategy, we have always regarded brand development as an integral part of the urban development center strategy and have never changed.
according to Wu jingjian, in the process of brand economy development,