Recently, the General Office of the State Council issued Guobanfa [2016] No. 44 document on the opinions on giving full play to the leading role of brands to promote the upgrading of supply and demand structure, and better exert the leading role of brands to promote the upgrading of supply structure and demand structure.
The document states that brand is a comprehensive reflection of the competitiveness of an enterprise and even a country, and represents the direction of upgrading the supply structure and demand structure. At present, my country's brand development seriously lags behind economic development, and problems such as low product quality, weak innovation capabilities, and weak awareness of corporate integrity are prominent. In order to better play the leading role of brands and promote the upgrading of supply structure and demand structure, with the approval of the State Council, the following opinions are put forward.
1. Importance
With the development of my country's economy, residents' income has increased rapidly, the middle-income group has continued to expand, and the consumption structure has continued to upgrade. Consumers have put forward higher requirements for the consumption of products and services. High requirements, paying more attention to quality, paying attention to brand consumption, showing the characteristics of personalized, diversified, high-end and experiential consumption. Giving full play to the leading role of brands and promoting the upgrading of the supply structure and demand structure is an inevitable requirement for the thorough implementation of the innovative, coordinated, green, open, and inclusive development concepts. It is also an important step in accelerating the economic development model from extensional expansion to connotation and intensiveness in the future period. It is an important measure to transform from a scale and speed model to a quality and efficiency model. Give play to the leading role of brands and promote the upgrading of supply structure and demand structure, which is conducive to stimulating the innovation and creativity of enterprises, promoting the rational allocation of production factors, increasing total factor productivity, improving product quality, upgrading the value chain, increasing effective supply, and improving the quality of the supply system. and efficiency; it is conducive to leading consumption, creating new demand, establishing consumer confidence in independent brands, tapping consumption potential, better exerting the role of demand in driving economic growth, and meeting people's higher-level material and cultural needs; it is conducive to promoting corporate honesty and trustworthiness, Strengthen corporate social responsibilities such as environmental protection, resource conservation, and charity to achieve more harmonious, fairer, and more sustainable development.
II. Basic ideas
In accordance with the overall requirements of the Party Central Committee and the State Council on promoting supply-side structural reform, actively explore effective paths and methods, better play the leading role of brands, and accelerate the promotion of Optimizing and upgrading the supply structure, adapting to lead the optimization and upgrading of the demand structure, and providing sustained impetus for economic development. Taking the leading role of the brand as the starting point, give full play to the decisive role of the market, the main role of the enterprise, the promoting role of the government and the role of social participation, and vigorously implement the brand infrastructure project around optimizing the policy and regulatory environment, improving the comprehensive competitiveness of the enterprise, and creating a good social atmosphere. , supply structure upgrading project, demand structure upgrading project, increase varieties, improve quality, create brands, improve the quality and efficiency of the supply system, meet residents’ consumption upgrade needs, expand domestic consumer demand, guide the return of overseas consumption, and promote total supply and supply The structure can better adapt to the development and changes of total demand and demand structure.
3. Main Tasks
Give full play to the role of the government, enterprises and society, base on the present, take a long-term view, persevere, overcome difficulties, and strive to solve the outstanding problems that restrict brand development and the upgrading of supply and demand structure question.
(1) Further optimize the policy and regulatory environment. Accelerate the transformation of government functions, innovate management and service methods, and ensure that brands play a leading role in promoting the upgrading of supply structure and demand structure. Improve the standard system, improve measurement capabilities, inspection and testing capabilities, certification and accreditation service capabilities, quality control and technical evaluation capabilities, and continuously consolidate the quality technology foundation. Strengthen technological innovation support to provide sustained impetus for brand development. Improve laws and regulations for brand development, improve supporting policies, and purify the market environment. Strengthen the promotion and display of independent brands and advocate independent brand consumption.
(2) Effectively improve the comprehensive competitiveness of enterprises. Give full play to the main role of enterprises, effectively enhance brand awareness, work hard on internal skills, improve supply, adapt to demand, and make the brand bigger and stronger. Support enterprises to increase investment in brand building, enhance independent innovation capabilities, pursue excellent quality, continuously enrich product varieties, improve product quality, establish brand management systems, and improve brand cultivation capabilities. Guide enterprises to operate honestly, keep their promises, actively fulfill their social responsibilities, and continuously enhance their brand image.
Strengthen the construction of the talent team, give full play to the leading role of entrepreneurs, cultivate and introduce brand management professionals, and create a large number of skilled and highly skilled talents.
(3) Vigorously create a good social atmosphere. Gather social awareness, actively support the development of independent brands, and help upgrade the supply structure and demand structure. Cultivate consumers' self-owned brand emotions, build consumer confidence, and expand self-owned brand consumption. Give full play to the bridging role of industry associations, strengthen the capacity building of intermediary agencies, and provide professional and effective services for brand building and industrial upgrading. Adhere to the correct guidance of public opinion, pay attention to the growth of independent brands, and tell Chinese brand stories well.
IV. Major Projects
According to the main tasks and in accordance with the principles of operability, implementation and implementation, the following major projects will be implemented as soon as possible.
(1) Brand infrastructure construction project. Focus on brand influencing factors, lay a solid foundation for brand development, and create conditions for the brand to play its leading role.
1. Promote higher quality standards. Strengthen the formulation and revision of standards, improve the standard level of related products and services, and promote the integration of international and domestic standards. Encourage enterprises to develop enterprise standards that are higher than national standards or industry standards, support the transformation of patented technologies with core competitiveness into standards, and enhance the market competitiveness of enterprises. Accelerate the development of group standards and other pilot work to meet the needs of innovative development for diversified standards. Implement a self-declaration disclosure and supervision system for enterprise product and service standards, accept social supervision, and increase the endogenous motivation and external pressure for enterprises to improve quality.
2. Improve inspection and testing capabilities. Strengthen the construction of inspection and testing capabilities and improve the level of inspection and testing technology and equipment. Accelerate the transformation of qualified commercial inspection, testing and certification institutions into enterprises and promote the marketization of inspection, testing and certification services. Encourage private enterprises and other social capital to invest in inspection and testing services, support qualified manufacturing enterprises in applying for relevant qualifications, and provide inspection and testing services to the society. Break departmental monopolies and industry barriers, create a good environment for inspection and testing institutions to participate in competition on an equal footing, and form an authoritative and credible third-party inspection and testing institution as soon as possible. Strengthen the construction of national metrology basic standards and research on reference materials, and promote the widespread application of advanced metrology technologies and methods in enterprises.
3. Build a continuous innovation platform. Strengthen the construction of R&D institutions, support powerful enterprises to take the lead in researching key industry-leading technologies, accelerate the breakthrough of technical bottlenecks that restrict industry development, and promote the innovative development of the industry. Encourage qualified enterprises to build product design innovation centers, improve product design capabilities, and continuously develop new products based on consumer trends and characteristics. Support key enterprises to use Internet technology to establish big data platforms, dynamically analyze market changes, accurately locate consumer demand, and provide support for service innovation and business model innovation. Accelerate the transformation of innovation results into real productivity and generate new momentum for economic development.
4. Enhance the soft power of brand building. Cultivate a number of internationally influential brand evaluation theory research institutions and brand evaluation institutions, conduct research on basic brand theory, value evaluation, development index, etc., improve the level of brand research, publish objective and fair brand value evaluation results and brand development index, and gradually improve credibility. Carry out the construction of brand evaluation standards, improve relevant national standards for brand evaluation, formulate operational specifications, and improve the operability of standards; actively participate in the formulation of relevant international standards for brand evaluation, promote the establishment of a globally unified brand evaluation system, and enhance my country's role in brand evaluation. international voice. Encourage the development of a number of brand building intermediary service enterprises, build a number of brand professional service platforms, and provide professional services in design, marketing, consulting and other aspects.
(2) Supply structure upgrade project. With the main content of increasing varieties, improving quality, and creating brands, starting from the primary, secondary, and tertiary industries, we will take effective measures to promote the upgrading of the supply structure.
1. Enrich product and service varieties. Support leading food companies to improve their technology research and development and deep processing capabilities, and produce marketable functional foods according to the needs of special groups of people. Encourage powerful enterprises to accelerate research and development, design and manufacturing according to the hot spots in the industrial consumer goods market, and launch a batch of new products in a timely manner. Support enterprises to use modern information technology to promote personalized customization and flexible production to meet the differentiated needs of consumers.
Deepen the construction of new urbanization and release potential consumer demand.
4. Continue to expand urban consumption. Encourage the upgrading of durable consumer goods such as home appliances, furniture, automobiles, and electronics to meet the needs of green, environmentally friendly, convenient and fast life. Encourage cooperation between traditional publishing companies, radio, film and television, and Internet companies to accelerate the development of emerging cultural industries such as digital publishing and online audiovisuals, expand consumer groups, and increase interactive experiences. Areas with favorable conditions can build health and wellness tourism bases to provide elderly care, health care, tourism, vacation and other services to meet high-quality health and leisure consumption needs. Rationally develop and utilize ice, snow, low-altitude airspace and other resources, develop ice and snow sports and aviation sports industries, support the construction of ice and snow sports camps and aviation flight camps, and expand sports and leisure consumption. Promote the consumption of high-end products such as RVs, cruise ships, and yachts to meet the consumption upgrade needs of high-income groups.
5. Safeguard measures
(1) Purify the market environment. Establish a more stringent market supervision system, intensify special rectification and joint law enforcement actions, normalize joint law enforcement, improve the effectiveness of law enforcement, and hold accountable those responsible for ineffective law enforcement. Strictly crack down on infringement of intellectual property rights and the production and sale of counterfeit and shoddy goods, and punish criminals in accordance with the law. Break down local protection and industry barriers, effectively prevent and stop all types of monopolistic behavior and unfair competition, and maintain fair competition market order.
(2) Eliminate restrictive factors. Clean up and abolish various regulations or practices that restrict the consumption of independent brand products, and form an institutional mechanism that is conducive to the leading role of brands and promotes the upgrading of supply structure and demand structure. Establish a joint punishment mechanism for dishonesty in areas such as product quality and intellectual property, improve the blacklist system, and significantly increase the cost of dishonesty. Study and improve the sentencing standards for crimes such as violations of product quality laws and laws and regulations related to intellectual property protection, establish a punitive compensation system for product quality, and ban relevant companies and responsible persons from entering the market in accordance with the law. Improve the system for reversing the burden of proof for durable consumer goods such as automobiles, computers, and home appliances to reduce the cost of consumer rights protection. Support colleges and universities to offer brand-related courses and cultivate professional talents in brand creation, promotion, and maintenance.
(3) Formulate incentive policies. Actively play the guiding role of fiscal funds to drive more social capital investment and support the development of independent brands. Banking financial institutions are encouraged to provide brand-based pledge loans for trademark rights, patent rights, etc. to enterprises. Give full play to the incentive role of national awards, encourage product innovation, and promote the spirit of craftsmanship.
(4) Do a good job in organization and implementation. All regions and departments must unify their thinking, raise awareness, and deeply understand the importance of brand leadership and promoting the upgrading of the supply structure and demand structure under the new economic normal, effectively implement work tasks, solidly promote major projects, and strive to achieve practical results as soon as possible. Relevant departments of the State Council should formulate and issue specific policies and measures in conjunction with their own departmental responsibilities. Provincial people's governments should formulate and issue specific implementation plans based on the actual conditions of their regions. Brand