Strategic Objectives

Starting with branding, the ultimate goal is to completely realize the six strategic shifts. First, the import and export of foreign trade commodities should be transformed from focusing more on micro-short-term benefits to a development strategy that combines the long-term goal of creating an international brand with the staged goal of creating benefits. Second, with large and medium-sized enterprises as the core, we should guide and drive a large number of small and medium-sized foreign trade enterprises to transform from focusing on operations and sales to integrating production, supply and marketing, and vigorously guide enterprises to reorganize their assets to form small giant enterprises with international competitiveness. Third, standardize and tighten the production and sales order of foreign trade commodities, so that they can be transformed from a chaotic state into a situation that develops in accordance with normal market order, and prevent counterfeit and inferior products from damaging the reputation of Shaoxing's foreign trade brands. Fourth, strengthen macro research and guidance in the development of foreign trade commodities, so that the production and operation of foreign trade commodities can be transformed from a state where there is no time to consider theoretical research to a targeted industrial activity under the guidance of long-term planning. Fifth, accelerate the training, training and improvement of the foreign economic and trade talent team, so that they can transform from routine routine work to innovative and breakthrough high-level operations. Sixth, it is necessary to promote the integration of Shaoxing's foreign trade industry with the international market and transform business work from a local, small-scale industry to a large, cross-regional international industry.

Strategic goals not only reflect the guiding ideology, but also determine strategic priorities, steps and countermeasures. We should strive to achieve the unity of advancement and feasibility, the unity of quantitative and qualitative, and the unity of macro and micro. That is to say, we must use trademark strategies correctly and adhere to "the international market as the guide, corporate behavior as the main body, and government support as the core."

Strategic steps

It is a phased plan adopted in the foreign trade famous brand strategy to achieve strategic goals. In accordance with the principle of "comprehensive planning, step-by-step implementation, and gradual achievement", the long-term The overall goal is divided into several stage goals, and corresponding measures are taken to gradually approach the final goal.

The naming of an international brand is an important part of the strategic process. Using the names of famous people, famous scenery, famous mountains, famous waters and famous products in Shaoxing's cultural heritage to name trademarks has incomparable advantages over other trademark names.

What needs to be pointed out in particular is that the various characters, specialties, place names and some abstract names with distinctive personality characteristics in Lu Xun's works have more precious use value in the implementation of the brand strategy of foreign trade commodities. For a long time, people from all walks of life around the world have known Shaoxing through Lu Xun's works. This fact has actually invested a very high intangible asset source value into Shaoxing's cultural resources. After the reform and opening up, some sharp-minded pioneers in Shaoxing's business community began to realize the influence and appeal of Lu Xun's works, consciously or unconsciously discovered the characteristics and advantages of cultural resources as Shaoxing product brands, and successively registered Xianheng, The products of the so-called cultural "trademarks" represented by Kong Yiji and Ner Hong quickly entered and occupied the market and created brands. Some even became well-known, famous trademarks or well-known brands in a short period of time. This is very worthy of our attention. Use it as a reference in creating famous brands for foreign trade commodities.

According to preliminary research, the cultural resource names that have considerable intangible asset value and are suitable for use as foreign trade commodity trademarks include the following categories:

1. Famous mountains, famous rivers, and famous scenery categories: Landu, Lanting, Jianhu, Echi, Qinwang Mountain, Xianglu Peak, Jinghu, Ruoye River, Ancient Fiber Road, Yuewang Terrace, Dayu Mausoleum, Rizhuling, Keshan, Keting, Houshan, Keyan, Xiao Penglai, Xishi, Wolong Mountain, Tashan, Yingtian Pagoda, Shanyin Temple, Bairen Hall, Shen Garden, and Baisui Hall.

2. Place names and bridge names: Hutang, Qianqing, Mashan, Ma'an, Huangfuzhuang, Yanxi, Lion Rock, Jiangqiao, Shanjiang, Wan'an Bridge, East Lake.

3. Celebrity works: King of Yue, Five Sages, Kong Yiji, Master, Blessing, Lu Xun, Jin Bu Huan, Sanwei, Baicao Garden, Ah Q, Wu Peng Chuan, Run Tu, Xian Heng, Wild Grass, Nuer Hong , Ruziniu, black felt hat.

4. Historical origin categories: Tianchi, Ivy, Bitao, Baisuitang, Tongxing, Zhengda, Jishan, Datong, Shunhe, Renhe.

Foreign trade commodity trademarks, brand names and their designs must be recognized by people’s subjective thoughts, withstand the scrutiny of consumers, be suitable for the international consumer market psychology, give a good impression to human beings, and reveal profound culture Connotation can arouse customers' desire to buy. And it should be characteristic, concise, clear, and catchy. At the same time, we must take into account that the products will be sold all over the world and have different cultural backgrounds. We must "know the folk customs and observe the mentality, adopt what is respected and follow it well, know the taboos and avoid them skillfully", fully respect international cultural customs, and try to avoid unnecessary losses. .

Strategic Focus

While excavating and utilizing ancestral cultural heritage and resource names in the implementation of the foreign trade commodity brand strategy, we must “pursue a leisurely and elegant cultural atmosphere and give full play to our strong and unique cultural advantages” , fully displaying the extremely interesting cultural charm." Strengthen the role of "packaging culture" in the famous brand strategy, so that foreign trade commodities can fully utilize the value of intangible assets contained in these resources for our own use in the process of striving for famous brands, and truly achieve the purpose of "building a cultural stage and economic drama". First of all, efforts should be made to cultivate a number of advantageous foreign trade products with broad market prospects, and at the same time, market surveys should be carried out to provide key support to foreign trade products that are already well-known. The second is to strengthen training and establish a team of comprehensive talents who understand technology and trade as soon as possible. It is necessary to do a good job in serving key brands and key enterprises, and provide an international stage for enterprises to "go global" by establishing a Shaoxing foreign trade e-commerce network system and establishing the Shaoxing Foreign Trade Products International Fair. The third is to organize the best foreign trade enterprises in Shaoxing to achieve complementary advantages. Actively guide social assets to move closer to foreign trade famous brand commodity enterprises, form a group of enterprise groups with the foreign trade famous brand effect as the core, strive to build world famous brands, and comprehensively enhance the international competitiveness of Shaoxing's foreign trade and economic cooperation.

At the same time, we must recognize the long-term and arduous nature of the development of famous foreign trade commodity brands, strive to combine the short-term goals of 3-5 years with the long-term goals of 20-30 years, seize the center, provide classified guidance, and gradually promote .

Strategic Countermeasures

Strategic Countermeasures are measures taken to achieve the planning goals of the "Foreign Trade Commodity Brand Strategy". They are the means and main methods of implementation. They are characterized by pertinence, diversity, and Coordination, hierarchy and flexibility.

All international famous brands are very particular about trademark design. Here are three principles of authenticity: "surpass consumption barriers and continue to impress people", "unify the visual image and show the essence of the product", " Reshape landscape identity and emphasize supreme service." The natural appearance of each brand often reminds consumers of that brand or company. In terms of design focus, all tactile parts of the brand must be able to strengthen the image and present a powerful and sustainable image of the brand and company. At the same time, it is necessary to strengthen the tasteful role of the sales environment image and create a revitalization method that "serves the local soil and conditions".

In strategic countermeasures, we should also pay attention to the "pre-bid and post-produce" operation mode, open offices of a certain scale in the countries where foreign trade commodities are mainly sold, and establish various forms of "bridgeheads." Follow the practice of international multinational companies and register trademarks before products enter the country to protect their intellectual property rights. In order to protect the legal rights of trademark registered enterprises from infringement, it is recommended that the competent authorities take the lead in organizing the county's foreign economic and trade enterprises to establish a chain monitoring system and jointly open various market observation stations abroad to create an environment for protecting the rights of foreign trade commodities operating in foreign markets. "Aircraft carrier" to save corporate expenses and improve work efficiency. When conditions are ripe, we will establish a unified social image and launch a unified "Made in Shaoxing" banner, and build Shaoxing County's "leading" position in the province's foreign trade commodity brand creation and rights protection work.

Formulating a foreign trade commodity brand development strategic planning system for the 21st century that is in line with Shaoxing’s actual conditions is a social project that requires long-term exploration and continuous improvement, and attention must be paid to preventing the tendency of quick success and instant gain. Given that Shaoxing has a short history of industrialization and participation in international market competition, the competitiveness of a single enterprise is weak, and the economic system is still in the transition stage, it is very necessary to support and encourage the creation of famous brands from a policy perspective. Therefore, it is first recommended to establish a working committee or leading group for the creation of famous brands in the foreign trade system to strengthen the organization and guidance of this work. Relevant enterprises should establish a joint meeting system to promote the implementation of famous brand strategies, forming a "joint promotion by government departments, active participation of various enterprises, A vivid situation of close cooperation at home and abroad. At the same time, consider establishing a Shaoxing County Famous Brand Export Commodity Recognition Committee (different from the famous brand and trademark recognition of the industrial and commercial department) to identify and support qualified export brands. Secondly, we must improve the construction of foreign trade commodity brand creation teams and encourage foreign economic and trade enterprises to register trademarks overseas. It is recommended that relevant departments organize efforts to conduct a general survey of the county's export commodity brands, and conduct research from various aspects such as trademark name, trademark registrant, trademark registration country, trademark self-operated export volume, and enterprise quality system certification. On the basis of thorough research, we began to formulate the "Medium and Long-term Plan for the Development of Shaoxing County's Famous Brands for Foreign Trade Export Commodities".

Third, we must take effective measures to focus on establishing a group of "famous export commodities that Shaoxing County focuses on supporting and developing", establish a group of brand-creating enterprises and brand-creating trademarks, and provide careful support, striving to cultivate a group of Shaoxing enterprises within a few years. Famous foreign trade product brands. Fourth, strengthen guidance and coordination and pay equal attention to creation and protection. Competent departments at all levels, enterprises, chambers of commerce, associations and other relevant departments should work together to strengthen the protection of famous brands, establish and improve a system for protecting famous brands, use legal means to protect the legitimate rights and interests of famous brand trademark owners, and form a good environment for enterprises to create famous brands. external environment. Fifth, encourage enterprises to expand exports of branded goods. To reward the export of commodities with comparative advantages and difficult to export under own-brand brands, the "Shaoxing County Foreign Trade Brand Commodity Export Encouragement Measures" was formulated to concentrate efforts on supporting a group of high value-added, high-tech content, high market share, and high relevance degree of development of “four high products”. In addition, in various aspects such as export quotas and trade fair booth allocation, appropriate tilt will be given to branded commodity export enterprises, and the principle of supporting the strong and the outstanding will be adhered to.