Although I'm from Shaoxing, it's hard for me to give you a clear idea of ??my city's brand strategy. I'll give you some information. I hope it will be helpful. If there are still problems, try to improve it

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Build your own city brand by learning from Shaoxing’s experience

Author: [Li Zhike]

In August this year, I was fortunate enough to participate in a study trip to Shaoxing organized by the Organization Department of the Yiyang Municipal Party Committee During the inspection activity, through a week-long study, I had some thoughts on Shaoxing’s city brand. I deeply feel that learning from Shaoxing’s experience is of great importance to Yiyang’s urban development, especially to building Yiyang’s city brand and improving Yiyang’s urban core competitiveness. the inspirational effect.

1. Shaoxing’s city brand strategy

In the “China City Brand Economic Status Report”, there is a wonderful comment on Shaoxing: “The greatest beauty of Shaoxing is the city itself. It is a brand that reveals profound cultural heritage and a unique waterside style. "Everyone who walks into the ancient city of Shaoxing is attracted by this large museum without walls. Shaoxing has its own unique strategy in building a city brand. It mainly plays three cards:

The first one is the cultural card. Shaoxing has a historical and cultural heritage formed over the years as a city, a cultural character composed of "poetry, wine, and scholars", and folk customs characteristic of Jiangnan water towns. In recent years, Shaoxing City has begun to explore historical and cultural resources and heritage and persisted in building a "famous cultural city".

First of all, pay attention to the protection of the ancient city. In accordance with the urban development concept of "water is the source of the city, culture is the soul of the city, green is the beauty of the city, and people are the foundation of the city", adhere to the principle of "effective protection, rational utilization, and strengthen management" to strengthen the management of cultural sites, cultural relics and historic sites , protection, integration, development and utilization of former residences of celebrities, folk customs, natural landscapes, etc. Focus on planning, construction and renovation of historical blocks such as Lu Xun’s hometown, Shen Garden and Cangqiao Street, Shusheng’s hometown, Baziqiao, etc., and carried out facade renovation and landscape construction with Shaoxing characteristics on urban buildings, thus forming a "Jiangnan Cultural Viewpoint" Shaoxing, Jiangnan style, see Shaoxing, Jiangnan ancient city, Shaoxing’s unique urban charm.

Secondly, focus on promoting the city spirit. They combined the essence of history and culture with the requirements of the development of the times, carefully summarized the highlights of the humanistic spirit in Shaoxing's modernization construction, and summarized and refined the "brave spirit" of the new era of "working hard, working hard, daring to act, and innovating and entrepreneurship". ". And use this to educate, motivate, inspire and shape people, making it the mainstream spirit that represents Shaoxing's urban humanities, and effectively plays the role of gathering strength internally and building an image externally.

Thirdly, focus on cultivating cultural carriers. They turned the historical into the modern, the intangible into the tangible, excavated the highlights of history and culture, created the "Hometown of Calligraphy" and the "Hometown of Lu Xun", and successively held the China Lanting Calligraphy Festival and the Lu Xun Culture and Art Festival, effectively Expand the city's influence and establish the city's image.

The second card is the lighting card. Shaoxing is both a famous cultural city and a strong economic city. In terms of urban construction, Shaoxing people not only pay attention to the protection, development and utilization of cultural heritage sites, but also focus on rationally planning the overall layout of the city based on the basic framework of clustered urban industrial layout. First, focus on protecting the basic pattern and traditional features of the ancient city on the basis of point, line and surface protection. The so-called "points" refer to the Shaoxing Economic Development Zone in the east of the city and the comprehensive area in the south of the city that are connected to the famous city; the so-called "lines" refer to the water and land lines. The water lines adopt water diversion and pollution control and interception and discharge methods to dilute and conserve the river water bodies and protect the characteristics of the water town. , the land line forms a road grid layout of "inner well and outer ring"; the so-called "surface" means delimiting the scope of protection, strengthening planning and management, strictly controlling the height of new buildings, and paying attention to the coordination of their volume, form, color and the surrounding environment. , protect the physical environment and spatial landscape corridor of the ancient city. Secondly, based on the industrial layout as the basic framework, the pattern of Yuecheng Group, Keqiao Group, Jiangbin Group and Jinghu New District was formed. Each group has its own clear development direction. For example, Yuecheng Group is a tourism and business center, Keqiao is a light textile industry center, Jiangbin is an industrial new city, and Jinghu New District is an ecological function adjustment area.

The third card is the economic card.

Shaoxing City has 36 large characteristic industrial blocks including textiles, printing and dyeing, hosiery, shirts, pearls, ties, and silk clothing. The leading products of a considerable number of characteristic industrial sectors occupy a relatively high share in the domestic and foreign markets, forming brand advantages. The formation of characteristic industry agglomeration blocks not only effectively enhances and optimizes the industrial level and layout of local small and medium-sized enterprises, but also greatly promotes the development of the tertiary industry and effectively promotes urbanization construction. Shaoxing City has gradually formed a sound development pattern in which economic development promotes city branding and city branding promotes economic development. Block economy and industry

2. How does Shaoxing improve its city brand?

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[2007-03-23 ] Shaoxing.com

Core tip: In the "Report on the Status of Chinese City Brand Economy", there is a wonderful comment on Shaoxing: "Shaoxing's brand economy is remarkable, such as Busen, Xianheng, Guyue Longshan, etc. They are all brands that are familiar to consumers. But the biggest advantage is not that it is a brand in itself, with a profound cultural heritage and a unique waterside style." This will further increase the popularity of Shaoxing and accelerate the development of the city. The efforts to gather resources from outside the city into the urban area will improve the competitiveness and influence of Shaoxing's central city and expand Shaoxing's domestic and international visibility. It will become an effective carrier for Shaoxing's sound and rapid economic and social development.

Current situation Shaoxing itself is a brand

Walking into the ancient city of Shaoxing is like entering a large museum without walls. The city itself is a brand, and this sentence is particularly appropriate to describe Shaoxing.

As the "hometown of celebrities", Shaoxing has made remarkable achievements in the construction, protection and planning of ancient cities while experiencing rapid economic development in recent years.

Shaoxing people are willing to spend a lot of effort in building a city brand, because brand is also a kind of productivity.

Now, Shaoxing’s urban transformation and city branding process are not only government actions, attracting many tourists and investors, but also becoming a popular project for Shaoxing people. When Shaoxing won the reputation of "the happiest city", the pride of Shaoxing people was palpable.

How can a city fully demonstrate its personality and characteristics? In the era of "homogenization" of urban style, the development and use of urban cultural resources has become the key for cities to stand out from differentiated competition.

To create a brand city and highlight the charm of the city, in order to promote economic and social development, Shaoxing is now taking such a path.

Interview: City brands need to have clear positioning

Dr. Yan Jiaming from Shaoxing University of Arts and Sciences said that after graduating from Fudan University, the main reason he chose to work in Shaoxing was because of its charm. attract. Having been in Shaoxing for several years, his research direction is also brand building and management. Dr. Yan has a better understanding and experience of the close connection between Shaoxing's city brand and economic and social development.

In his view, although city brands reflect the comprehensive strength of humanities, history, economy, etc., today they may pay more attention to economic strength. The series of "laurels" that Shaoxing has achieved are all related to Rapid economic development has a certain relationship. Similarly, city brands in turn promote the economic and social development of Shaoxing.

“Shaoxing’s city brand construction still has a long way to go, and it needs further excavation and sorting out. What exactly is Shaoxing’s city brand? It needs a clear positioning. Since city brand building and economy Construction is complementary to each other. Shaoxing should cultivate strong enterprises and industry-leading brands in a more targeted manner. The cultivation of some well-known trademarks and leading enterprises also needs to be more in-depth, so that Shaoxing's city brand can play a greater role.

”

Folklore shows the city’s individual color

A teacher engaged in urban culture research at the Municipal Party School said: “The city brand strategy is to promote and accelerate the development of the city. Based on the assessment and exploration of resources and potential, we make overall-significance concepts and decisions for the reshaping and improvement of the city's image. ”

“Citizens are the masters of the city. The atmosphere and customs of a city are formed over many years. The customs passed down are what distinguish a city from other cities. As the saying goes, "Thousands of miles have different winds, and hundreds of miles have different customs." It is precisely because of different customs, styles and customs that various urban patterns are formed. The customs of a city also reflect its personality. Shaoxing should put more effort into this aspect. The current connection between the protection of historical districts and the lives of residents is a good example. ”

Cultural taste determines the grade of a city

Relevant personnel from the Municipal Economic and Trade Commission said: “City industries and enterprises constitute the economic support of the city brand and are an important source of vitality elements for the city brand. Every city should have its own distinctive pillar industries and famous brand products. Local specialties allow people to associate a certain product with a certain city, which lasts for a long time and is passed down by word of mouth. ”

“Enhancing the city’s image is a composite system. Unique industrial brands and culture are the city’s ‘business cards’. Only by further improving them can the city’s image be further enhanced. In the final analysis, it is cultural taste and characteristics that determine the class and style of a city. ”

Measures

Building a city brand is a comprehensive project. Culture, tourism, folk customs, economy... are all elements that constitute a city brand. Maybe you can learn from some of the following measures Feel Shaoxing’s determination to build a city brand in the next few years

The protection of the ancient city: starting the second and third phases of the construction of Lu Xun’s hometown, the internal layout of the Yellow Wine City, the construction of the Yuewang City and the peripheral protection of the Eight-character Bridge. Urban Construction will complete the demolition of 268 residential houses and 11 units in the first phase, and complete the construction of some scenic spots such as Penglai Pavilion; the residential buildings along the river in Beihai Qiaozhi Street will be protected and repaired; the Baziqiao Block will complete the renovation of more than 100,000 square meters, demolition, The total investment in these ancient city protection projects is about 300 million yuan.

Tourism promotion: On the basis of China's excellent tourist cities, we will strive to create the best historical and cultural tourism in China. City. Accelerate the construction of urban tourist attractions, such as the Kuaiji Mountain Tourist Resort Leisure Center, Jinghu Urban Wetland Park, etc. Lu Xun’s hometown should strive to become a national 5A tourist attraction, and Jinghu Wetland Park should strive to become a national 4A tourist attraction in the future. , one or two major publicity and promotion activities will be held every year to promote tourism products.

Improving the environment: This year, our city will launch the creation of the "National Ecological Garden City" and the "United Nations Habitat Environment Award". This is also another major step taken by our city to improve the living environment after the successful creation of the "China Human Settlements Environment Award" in November last year. The launch of these two creations will have a great impact on Shaoxing's economic and social development and harmonious society. Construction and the improvement of urban quality will have a positive impact and have far-reaching significance.

The following are two pieces of information on building commercial brands

Shaoxing: Urban competition boosts. Device - Path Analysis of Shaoxing Brand Phenomenon

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Publishing unit: Provincial Economic and Trade Commission Publishing date: October 25, 2006 Source: Shaoxing Daily

“Her greatest beauty is not only the numerous corporate brands, but also that the city itself is a brand. "On November 6, 2005, at the China Brand Economic City Award Ceremony, Yao Jingyuan, chief economist of the National Bureau of Statistics, explained Shaoxing's award.

When analyzing the Shaoxing brand phenomenon, urban factors are an unavoidable topic.

15 "China's Famous Trademarks", 26 "China's Famous Brand Products", and 5 "Chinese Industry Iconic Brands". Behind the Shaoxing brand pedigree are not only Keqiao Textile, Datang Socks, Shengzhou Tie, Zhuji Pearl, Shaoxing rice wine and other industrial clusters are present, and the profound urban cultural heritage is evident everywhere.

"Brand creation needs to be combined with the city's connotation to obtain the core value brought by differentiation. In this regard, Shaoxing obviously has unique resource endowments." Fu Jianwei, chairman of China Shaoxing Rice Wine Group, said, Shaoxing The full exploration of brand resources always operates on the brand strategy track established by the government.

Brand strategy expert Li Guangdou agrees with this view, “How many national brands a city has can’t be accomplished by one or two companies. The government has formulated an orderly plan to gradually and plannedly cultivate a group of famous brand companies. , its role cannot be underestimated.” He believes that Shaoxing has raised brand building to the level of urban competitiveness, regarded the implementation of brand strategy as an important tool to build an economically strong city, and used city brand culture to feedback corporate brand building, which is obviously a success. of.

Looking beyond the corporate level, the Shaoxing brand phenomenon indeed highlights the wisdom and courage of a city, especially the vision of decision-makers.

In 1994, Shaoxing started the recognition of famous trademarks; in 1997, the famous brand strategy began to be implemented and the famous brand product recognition system was introduced; in 1999, the "Quality Revitalization" plan was introduced; since 2003, a The annual famous brand product commendation meeting has become a "regular meeting" of the municipal party committee and municipal government. The strong support from the government has enabled the city's brand strategy to achieve an astonishing leap, putting it at the forefront of the country and the province.

On June 28 this year, the municipal government’s brand building work conference once again issued a policy: set up a special fund of 20 million yuan every year, specifically for rewards, subsidies and interest discounts for brand building, and rewards for new brands. The maximum amount is 500,000 yuan. The brand value, after legal evaluation, can be used as the company's intangible assets for external investment, up to 70% of the total investment.

Indeed, when a brand and a city are "married", the brand is not only an external expression of the company's core competitiveness, but also a symbol of the company's comprehensive strength. It is also the development soul of a city and is related to the development of the entire city. destiny.

What is even more surprising is the brands this city has won: one of the first batch of China's outstanding tourism cities, China's environmental protection model city, national sanitary city, national garden city, and the best Chinese charming city... We don't It is difficult to find that in Shaoxing today, the creation of brands has gradually moved from the industrial field to the modern service industry and even the government brand of government agencies. Such a broader scope expansion makes the driving role of the brand not only limited to the economic field.

“In fact, Shaoxing’s brand strategy is ultimately to enhance regional competitiveness. The brand is just a carrier, and boosting competitiveness is the core.” The relevant person in charge of the Municipal Industry and Commerce Bureau said that the brand of Shaoxing people Strategy has begun to go beyond a single corporate brand, and a "regional brand" with a more direct image and a more extensive and sustainable brand effect has begun to be put on the agenda.

On June 21, the Municipal Quality Supervision Bureau issued an implementation plan for creating regional famous brands and decided to start the pilot this year. Through three years of efforts, Datang Socks, Shanxia Lake Pearls, Shengzhou Ties, etc. 2~ 3 products will be created into regional famous brands with international influence, and 3 to 5 products such as Xinchang Bearing and Shangyu Umbrella Industry will be created into regional famous brands with domestic influence.

“Based on the two provincial-level professional brand bases of Shengzhou Tie City and Zhuji Datang Socks Industry, our city will carry out the identification of Shaoxing brand bases.” The relevant person in charge of the Municipal Industry and Commerce Bureau said that this year It is necessary to strive to establish 1 to 2 provincial brand bases and about 10 municipal brand bases. For example, Keqiao's textile industry, Shangyu's umbrella industry, Zhuji's pearl industry, etc. all have sufficient cultivation conditions.

Behind the measures to build the brand of industrial groups, there is hidden the ambition of Shaoxing people to cultivate a "brand group". The latest "Shaoxing City's "Eleventh Five-Year Plan" Brand Development Plan" proposes: By 2010, China The total number of well-known trademarks reaches 20, including 40 Chinese famous brands, 350 provincial famous trademarks, 250 Zhejiang famous brands, 500 Shaoxing famous brands, and 1,000 Shaoxing famous products.

“Extending brand strategy to the level of urban competitiveness may be the biggest promotion for a region. The government and enterprises will integrate the independent innovation and brand strategy of enterprises into urban strategies.” China Entrepreneurs Association In an interview with reporters, Executive Chairman Feng Bing believed that for a long period of time in the future, whichever region does this brand integration strategy well will be able to win development opportunities.

Shaoxing: A famous city breeds new brands (observation)

Our reporter Gu Chun

On January 5, 2006, the forum printing of large, medium and small fonts was closed

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●At the end of last year, the ancient city of Shaoxing, Zhejiang Province gained another laurel: at the "2005 China Independent Innovation·Brand High-Level Forum", 12 prefecture-level cities including Shaoxing won the title of "China Brand Economic City"

●At present, Shaoxing City has 26 "Chinese Famous Brands" and 10 "Chinese Well-known Trademarks", both accounting for 1:5 of the total in Zhejiang Province. In addition, a number of products have won the title of national and provincial famous brands, and brand cultivation is at the forefront of the country

The city itself is a brand

In the "China City Brand Economic Status Report" , there is a literary comment on Shaoxing City: "Shaoxing's brand economy is remarkable. Busen, Xianheng, Guyue Longshan, etc. are all brands that are familiar to consumers. But her greatest beauty is not here, but The city itself is a brand, revealing its profound cultural heritage and unique waterside style."

"The city itself is a brand", which expresses the charm of Shaoxing city. Shaoxing City, home to many celebrities such as Lu Xun, Cai Yuanpei, Qiu Jin, etc., has achieved remarkable results in the construction, protection and planning of the ancient city while experiencing rapid economic development in recent years. Focusing on the ancient city style of "hometowns of celebrities, surrounded by clear water, white walls and black tiles, and continuous ancient bridges", Shaoxing has invested more than 1 billion yuan in the construction and renovation of Lu Xun's hometown, Shen Garden, Cangqiao Straight Street, Shusheng's hometown, and Bazi Bridge, etc. The historical scenic spot authentically reproduces the historical features. Walking into the ancient city of Shaoxing is like entering a large museum without walls. The rich cultural connotation makes people linger.

Shaoxing Mayor Zhang Jinru said: "Building Shaoxing's city brand and improving the city's popularity are crucial to Shaoxing's popularity. A vibrant city should first be a popular city."

Shaoxing’s urban transformation and city branding process are not only government actions, they have attracted many tourists and investors, and have also become a popular project for the people of Shaoxing. Last year, Shaoxing was elected as the "Happiest City". Behind this, it reflects the pride of Shaoxing people in this economically developed and beautiful city.

When the entire city attaches great importance to and cherishes building its own brand, the title of Brand City is readily apparent.

Brand strategy helps enterprises take off

The brand strategy of Shaoxing enterprises in 2005 was a great harvest: 14 new Chinese famous brands and 5 well-known trademarks were added, and the achievements in one year exceeded those in previous years. sum. Looking at the process of creating the brand, it can be said that every drop of water penetrates the stone, and the result is a result.

As the hometown of rice wine, Shaoxing’s “Ner’erhong”, “Guyue Longshan” and “Kuijishan” have all ranked among China’s famous brand products and China’s well-known trademarks. Behind the history of brand creation in the rice wine industry is the strength and ambition of Shaoxing enterprises in recent years to change their perspective and go beyond the local area, strive to gain a larger market through brand creation, and participate in domestic and even international competition.

"Guyue Longshan" won the title of China's Well-known Trademark in 1999. The decision to take the first step in brand strategy has contributed to the rapid development of Guyue Longshan.

Today, Guyue Longshan has two honors: China Famous Brand Product and China Well-known Trademark. It has been rated as the most growing independent brand enterprise in the industry. It is currently the largest rice wine production enterprise in Shaoxing, and its products are exported to more than 30 countries. Chairman Fu Jianwei said that the French Camoull winery, which has 3,500 retail stores around the world, went to China to select partners and finally selected Guyue Longshan Yellow Wine and Moutai. Brand has become a stepping stone to enter global competition.

With Guyuelong Mountain in the lead, Shaoxing’s “Kuiji Mountain” and other century-old rice wine companies that once occupied a corner of the ancient city and believed that “the aroma of wine is not afraid of deep alleys” have joined the ranks of creating brands, hoping to create nationally renowned rice wine. brand.

Shaoxing enterprises have taken the initiative to implement brand strategy as an important way to become bigger and stronger, and enhance their core competitiveness through brand management. Every year, more than 1,000 new brands are added in the city, and more than 90% of famous brand product companies have passed ISO9001 quality management system certification.

What companies value is actual results. Advantageous famous brand companies have obvious advantages in using brand expansion to expand market share. For example, after Jialiya Group obtained Chinese famous brands and well-known trademarks, it leveraged its brand advantages and carried out low-cost expansion, becoming the largest towel manufacturer in China in one fell swoop. Enterprises collectively create brands and improve the entire Shaoxing economy.

The road of innovation behind the brand

In last year’s year-end review, Shaoxing came up with a satisfactory report card: the city’s GDP exceeded 150 billion yuan, an increase of 13.5%; The output value exceeded 400 billion yuan, of which above-scale exceeded 320 billion yuan, an increase of 20%; the per capita disposable income of urban residents exceeded 17,000 yuan, an increase of 11%, and the per capita net income of farmers exceeded 7,500 yuan, an increase of 9.5%.

2005 was an unusual year for Shaoxing’s economic development. Since the beginning of the year, the textile industry, Shaoxing's pillar industry, has been greatly affected by unfavorable factors such as trade friction and rising raw material prices. There have been various speculations about Shaoxing's economic trends. The absolute main force of the private economy and the development of the massive economy and other Shaoxing characteristics have determined that under the new situation, adjusting the industrial structure, transforming the economic growth mode, and upgrading the industry have become a hurdle that Shaoxing must overcome.

How to take this step? Zhang Jinru said it truthfully: "The key is to enhance the competitiveness of traditional industries. Shaoxing's industry should focus on both, upgrading and transforming traditional industries on one hand, and cultivating high-tech industries on the other."

From extensive management to independent innovation to improve technology content, shifting from producing mainly intermediate products to end products, shifting from small profits but quick turnover to increasing profit margins, all of which are inseparable from brand building. For enterprises, the best benefits come from branded products. Shaoxing, which has always attached the most importance to industrial production, has changed its concept and increased its emphasis on brands. During the interview, everyone from the government to enterprises kept talking about examples of "profiting from just one brand." For example, NIKE in the United States has only one brand and no factories in the country. It has created a lot of profits without any resource occupation or factory pollution.

In Shaoxing, brand strategy has been deeply rooted in the hearts of the people, and "brand city" and "brand economy" have become widespread public awareness. From Shaoxing City to its counties and cities to all towns and villages, governments at all levels have introduced incentive policies to encourage companies to create brands. Shaoxing City rewards 500,000 yuan for creating a Chinese famous brand or well-known trademark, and the counties, cities and towns under it also have incentives ranging from 500,000 to 1 million yuan each. In terms of policy support, Shaoxing has prepared a famous brand development plan, proactively helped enterprises formulate brand cultivation and development plans, provided information and business consultation, implemented a tracking management system, established files on the development of famous brand products, cracked down on infringements, and formed a good market environment.

In 2004, Shaoxing’s 255 famous brand product manufacturers at or above the municipal level accounted for only 7.8% of the enterprises above designated size, but they achieved sales revenue of 132.4 billion yuan, profits of 10 billion yuan, and tax revenue of 5.7 billion yuan. They accounted for 53.1%, 71.1% and 74.2% of enterprises above designated size respectively. It can be said that the increase in the economic aggregate and efficiency growth of the city's industrial enterprises mainly benefited from this.

In 2005, Shaoxing allocated another 50 million yuan to support enterprises in improving their product technological content and independent innovation capabilities, which has become a solid foundation for enterprises to create brands.