On the morning of December 22, on the second floor of the lecture hall of the People’s Daily, a group of “generals” arrived and all the “guys” gathered. The heads of hundreds of well-known domestic enterprises, experts and scholars gathered together. Share good stories of brand building and talk about the new era of brand development.

The 2017 China Brand Forum is being held here. This is also the third consecutive year that the People's Daily has hosted this grand event in the Chinese brand industry.

For the Chinese economy, which is transitioning from a high-speed growth stage to a high-quality growth stage, brand building is an unavoidable topic.

The cumulative number of trademark registrations is 17 million, accounting for 40% of the world's total - China is a veritable brand power; there are more than 5 million new trademark registration applications every year, and only 5% are registered in other countries. However, developed countries account for more than 40% - China is not yet a brand powerhouse.

How to move from Made in China to Created in China? How to move from a big brand country to a powerful brand country? The guests at the meeting expressed their opinions and witty remarks frequently, the political knowledge was condensed in the collision, and the confidence was strengthened by the political knowledge.

One thing -

Build the brand with quality

The core of the brand is quality, and the key to strengthening the brand is to improve quality.

“People’s consumption expectations have gradually changed from the past ‘whoever has the best price’ to today’s ‘whoever has the best quality,’ or even ‘whoever has the best brand,’” said Ma Peihua, vice chairman of the National Committee of the Chinese People’s Political Consultative Conference, It is necessary to practice the spirit of craftsman, cultivate craftsman culture, constantly polish the brand, upgrade quality, and lay a solid foundation for brand growth.

“Brands are connected to supply at one end and demand at the other end. A good life requires the support of high quality and excellent brands.” Chen Gang, deputy director of the General Administration of Quality Supervision, Inspection and Quarantine, said that brands are the dominant signal and symbol of market competition. , is the concentrated expression of implicit signals such as quality, innovation, and credibility. "Building brands is an effective means to solve market failures and achieve high quality and low prices."

Excellent brands come from high quality, where does high quality come from? ?

The view of Huang Rong, vice chairman of the All-China Federation of Industry and Commerce, is that to improve quality, we must implement higher quality standards. We must not only promote the integration of domestic and international standards, but also encourage and support enterprises to develop corporate standards that are higher than domestic and international standards. , "The top priority is to speed up the resolution of problems such as lack of standards, aging, lagging, duplication, unreasonable systems, and imperfect mechanisms."

This view coincides with Zhang Jianqiu, CEO of Yili Group. "We have set up three lines of quality control. The first line is the national standard line; above the national standard line, we have raised the standard by 50% and set up an enterprise standard line; above the enterprise standard line, we have raised it by 20% % standards, and set up internal control lines. These three lines ensure the quality of products.”

Xugong Group Chairman Wang Min explained his “one-bone” theory: “In manufacturing, we must maintain A single-minded spirit. That is to say, we must focus, persevere, study hard, and polish our products with the spirit of craftsmanship. People often talk about companies that have a hundred years of history, but there are not many in China. ”

In the market competition. There is the "80/20 rule", which means that 20% of the world's strongest brands occupy 80% of the market share. Take microwave ovens as an example. One of the three microwave ovens in the world is developed and produced by Galanz. How is this done? Galanz Group President Liang Zhaoxian’s answer is also about quality and focus. "We have insisted on only making microwave ovens for 39 years. This is also the main reason why we can continue to grow bigger and stronger in the fully competitive field of home appliances."

A strong force -

With Innovation improves quality

In the first 11 months of this year, my country had 5.11 million trademark registration applications, a year-on-year increase of 54%, ranking first in the world for 16 consecutive years. This year, the increase in the total number of trademark applications in my country will account for more than 80% of the global increase.

Liu Junchen, deputy director of the State Administration for Industry and Commerce, revealed that the World Intellectual Property Organization believes that China has become a major contributor to the growth of global trademark intellectual property rights and is gradually becoming a leader in global innovation and brand development.

This is undoubtedly exciting. However, he also revealed another information: in the 2017 list of the world's top 100 most valuable brands, the number of brands on the list from mainland China has increased from 1 in 2012 to 13 in 2017. The progress is obvious, but the potential is also huge.

“To improve the brand depends on quality, and to improve quality depends on innovation.” Innovation is the keyword mentioned most by the guests at the conference.

"Old brands cannot rely on their old age to sell themselves off! In 2003, the 100th anniversary of Tsingtao Beer, we determined to carry out 'brand zeroing'. We must transform from 'the beer my dad drank' in the minds of consumers to become a brand for young people. My favorite beer." Sun Mingbo, chairman of Tsingtao Beer, told the brand story, "To build a century-old brand, we need both inheritance and innovation."

Chen Yilong, chairman of Sunshine Kaidi, revealed an ambitious plan: This year, 500 cogeneration projects will be built in the Beijing-Tianjin-Hebei region to replace tens of thousands of coal-fired boilers for civilian use to eliminate pollution and smog. "The new development concept provides a broad space for innovative enterprises with responsibility, mission and ideals. We have such enthusiasm now!"

Innovation includes both product innovation and technological innovation. Innovation also includes innovation in development concepts and development models.

For example, Wanda Group. In recent years, Wanda has regarded the tourism industry as a key development direction. The more important innovation is to combine the tourism industry with targeted poverty alleviation. Gao Qian, secretary of the Wanda Party Committee, said that at the end of 2014, Wanda selected Danzhai County in Guizhou Province as the target of "enterprises covering the county and alleviating poverty throughout the county", which was the first of its kind in the country. Wanda invested 800 million yuan in the construction of a local tourist town, which opened on July 3 this year. As of the end of November, the number of tourists had reached 2.73 million. “Next year, Danzhai County will be able to eradicate poverty in the entire county, two years ahead of schedule!”

One soul—

Promote innovation with culture

Behind the brand is culture, and the support for innovation is also culture. As Guo Weimin, deputy director of the State Council Information Office, said: "We must not only tell the stories of Chinese brands' hard work, innovation and pioneering, and stories of getting rich and remembering their origins, but also the hard-working and brave Chinese character, ancient Chinese culture, and peace behind the stories. "Chinese feelings of cooperation."

Xu Fushun, deputy director of the State-owned Assets Supervision and Administration Commission, said that in recent years, the influence of Chinese brands has gradually increased, such as Aerospace Science and Technology, AVIC and other companies relying on independent research and development to build Shenzhou and Long March. Wait for independent brands that have a certain reputation in the world. Product brands such as high-speed rail, nuclear power, and UHV have become national business cards. These are all the results of our determination to innovate.

At the end of 2016, HNA entered the Fortune Global 500, ranking 170th. "We insist on injecting the business spirit of the Chinese nation into corporate development. We have become a world-class brand, and our story has been written into Harvard cases three times. I believe that China will have more world-class brands, and we just want to have such a Cultural confidence!" Chen Feng, Chairman of the Board of Directors of HNA Group, gave a passionate speech, which won bursts of applause from the audience.

“The key to the word ‘brand’ is ‘character’.” Cao Dewang, Chairman of Fuyao Group, talked about his understanding of the word brand, “Character, first of all, is character. Our ancestors advocated respecting heaven. Loving people is about character. For entrepreneurs, character also includes shouldering due social responsibilities.”

In recent years, People’s Daily has attached great importance to and actively devoted itself to the promotion and promotion of Chinese brands. To promote the brand, we have launched columns such as "Chinese Brand·China Story" and "Chinese Brand Good Voice" to encourage the construction and development of our country's brand.

“Culture is an inexhaustible source of promoting innovation and an essential element for building a brand.” Yang Zhenwu, President of People’s Daily, said in his speech, “The brand itself is a kind of culture and a component of social culture. In part, it also promotes the development of social culture. We must attach great importance to the role of culture in brand building, insist on using culture to lead brand construction and development, and use culture to enhance the grade and level of the brand. ”