First, learn from Shaoxing's experience and build an independent city brand.
Author: [Huang Yinan]
In August this year, I had the honor to participate in the study and investigation activities in Shaoxing organized by the Organization Department of Yiyang Municipal Committee. Through a week's study, I have some thoughts on Shaoxing's urban brand, and deeply feel that learning from Shaoxing's experience has great enlightenment for Yiyang's urban development, especially for building Yiyang's urban brand and improving Yiyang's urban core competitiveness.
First, Shaoxing's city brand strategy
In the "China City Brand Economy Report", there is a wonderful comment on Shaoxing: "The greatest beauty of Shaoxing is that its city itself is a brand, which reveals profound cultural heritage and has a different style of water town." People who walk into the ancient city of Shaoxing are all attracted by this big museum without walls. Shaoxing has its own unique strategy in building a city brand, mainly playing three cards:
The first card is a culture card. Shaoxing has a historical and cultural heritage formed by the accumulation of urban years, a cultural character composed of "poetry, wine and scholars" and a folk custom with the characteristics of Jiangnan water town. In recent years, Shaoxing has started from excavating historical and cultural resources and details, and insisted on building a "famous cultural city".
First, pay attention to the protection of the ancient city. According to 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", we will adhere to the principle of "effective protection, rational utilization and strengthening management" and strengthen the protection, integration and development and utilization of cultural sites, cultural relics, celebrities' former residences, folk customs and natural landscapes. Focus on the planning, construction and renovation of historical blocks such as Lu Xun's hometown, Shenyuan and Cang Qiao Zhijie, Scholar's hometown and Bazi Bridge. And carry out the facade transformation and landscape construction of urban buildings with Shaoxing characteristics, thus forming the unique urban charm of "seeing Shaoxing from Jiangnan culture, seeing Shaoxing from Jiangnan customs and seeing Shaoxing from Jiangnan ancient city".
Secondly, pay attention to promoting the spirit of the city. They combine the essence of history and culture with the requirements of the development of the times, conscientiously sum up the highlights of the humanistic spirit in Shaoxing's modernization process, and summarize and refine the "brave sword spirit" of "struggle, self-improvement, boldness and innovation" in the new period. In this way, we can educate, inspire, inspire and shape people, and make them become the mainstream spirit representing Shaoxing's urban humanities, and effectively play the role of cohesion and external image.
Third, pay attention to cultivating cultural carriers. They turned history into modernity, intangible into tangible, tapped the bright spots in history and culture, created "hometown of calligraphy" and "hometown of Lu Xun", and successively held China Lanting Calligraphy Festival and Lu Xun Culture and Art Festival, which effectively expanded the influence of the city and established its image.
The second card is a highlight card. Shaoxing is both a famous cultural city and a strong economic city. In urban construction, Shaoxing people not only pay attention to the protection, development and utilization of cultural sites, but also pay attention to the rational planning of the overall layout of the city according to the basic framework of the industrial layout of the group cities. First of all, on the basis of point, line and surface protection, pay attention to protecting the basic pattern and traditional features of the ancient city. The so-called "point" is the Shaoxing Economic Development Zone in the east of the city and the comprehensive area in the south of the city; The so-called "line" is the land and water line. The waterline adopts the methods of diverting water for pollution control and intercepting and discharging pollutants to dilute and conserve river water bodies and protect the characteristics of water towns. The land line forms a road network pattern of "inner well and outer ring"; The so-called "surface" is to delimit the scope of protection, strengthen planning and management, strictly control the height of new buildings, pay attention to the coordination of their volume, shape and color with the surrounding environment, and protect the physical environment and spatial landscape corridor of the ancient city. Secondly, taking the industrial layout as the basic framework, the pattern of Yuecheng Group, Ke Qiao Group, Binjiang Group and Jinghu New District is formed. Each group has its own clear development direction. For example, Yuecheng Group is a tourism business center, Ke Qiao is a textile industry center, Jiang Bin is an industrial new city, and Jinghu New District is an ecological function adjustment area.
The third card is the economic card. Shaoxing has 36 characteristic industrial sectors, such as textile, printing and dyeing, hosiery, shirts, pearls, ties and spun silk garments. The leading products of a considerable number of characteristic industrial blocks occupy a high share in domestic and foreign markets, forming brand advantages. The formation of characteristic industrial clusters not only effectively promoted and optimized the industrial level and layout of local small and medium-sized enterprises, but also greatly promoted the development of tertiary industry and urbanization. Shaoxing has gradually formed a benign development pattern of promoting urban brand with economic development and promoting economic development with urban brand. Block economy and industry
Second, how does Shaoxing enhance its city brand?
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/woainipk [2008-08-8] Shaoxing Net
Core Tip: In the report of China City Brand Economy, there is a wonderful comment on Shaoxing: "Shaoxing's brand economy is remarkable, and Busen, Xianheng and Guyue Longshan are all well-known brands to consumers. But her greatest beauty lies not in this, but in the fact that the city itself is a brand, revealing a profound cultural heritage and having a different style of water town. " Further improving the visibility of Shaoxing city, speeding up the gathering of resources from outside the city to the urban area, improving the competitiveness and influence of Shaoxing as a central city, and expanding the visibility of Shaoxing city at home and abroad will become an effective carrier for Shaoxing's sound and rapid economic and social development.
The status quo Shaoxing itself is a brand.
Walking into the ancient city of Shaoxing is like walking into a big museum without walls. The city itself is a brand, which is particularly appropriate to describe Shaoxing.
As a "hometown of celebrities", in recent years, with the rapid economic development, Shaoxing has made remarkable achievements in the construction, protection and planning of ancient cities.
Shaoxing people are willing to make great efforts to build city brands, because brands are also a kind of productivity.
Now, the process of Shaoxing's urban transformation and brand building is not only a government act, but also attracts many tourists and investors, which has become the popular project of Shaoxing people. When Shaoxing won the reputation of "the happiest city", the pride of Shaoxing people overflowed Popo.
How can a city fully display its own personality and characteristics? In the era of "homogenization" of urban landscape, the development and application of urban cultural resources has become the key for cities to stand out in the differentiated competition.
Shaoxing is now taking such a road to build a brand city and show its charm, thus promoting economic and social development.
Interviewing city brands needs a clear positioning.
Dr. Yan Jiaming from Shaoxing University of Arts and Sciences said that the main reason why Fudan University chose to work in Shaoxing after graduation was that it was attracted by the charm of Shaoxing. I have been in Shaoxing for several years, and my research direction is brand building and management. Dr. Yan has more knowledge and feelings about the close relationship between Shaoxing city brand and economic and social development.
In his view, although city brands reflect the comprehensive strength of humanities, history and economy, they may pay more attention to economic strength today. A series of laurels won by Shaoxing have a certain relationship with the rapid economic development. Similarly, city brands in turn promote Shaoxing's economic and social development.
"Shaoxing's urban brand building still has a long way to go, and it needs further excavation and combing. What is the city brand of Shaoxing? Need a clear positioning. Because urban brand building and economic construction complement each other, Shaoxing should cultivate strong enterprises and leading brands in the industry in a more targeted manner, and the cultivation of some well-known trademarks and leading enterprises needs to be deepened to make Shaoxing's urban brands play a greater role. "
Folk customs show the city's personality.
A teacher engaged in urban culture research at the Party School of the Municipal Party Committee said: "Urban brand strategy is a conception and decision with overall significance to reshape and enhance the image of the city on the basis of evaluating and excavating the resources and potential of the city."
"Citizens are the masters of the city. The atmosphere and customs of a city are formed over the years, and the customs handed down are exactly what distinguishes a city from other cities. The so-called "different winds in a thousand miles, different customs in a hundred miles" is precisely because of different ethos, styles and customs that various urban patterns have been formed. The local customs of a city also reflect the city's personality. Shaoxing should make more efforts in this respect. The connection between the protection of historical blocks and residents' life is a good example. "
Cultural taste determines the grade of a city.
Relevant personnel of the Municipal Economic and Trade Commission said: "Urban industries and enterprises constitute the economic support of urban brands and are an important source of vitality elements of urban brands. Every city should have its own characteristic pillar industries and brand-name products. Local specialties allow people to associate a product with a city, which lasts for a long time and is passed down from mouth to mouth. "
"Improving the city image is a composite system. Unique industrial brand and culture are the "business cards" of the city. Only by further enhancing them can we further enhance the image of the city. In the final analysis, the taste and characteristics of culture determine the taste and grace of the city. "
measure
Building a city brand is a comprehensive project, and culture, tourism, folklore and economy are all elements of a city brand. Perhaps you can feel Shaoxing's determination to build a city brand in the next few years from the following measures.
Protection of the ancient city: the second and third phases of the construction of Lu Xun's hometown, the exhibition of yellow rice wine in the city, the construction of Wang Yue city and the external protection of the splayed bridge were started. Among them, the first phase of Yuewangcheng construction will complete the demolition of 268 houses and 1 1 units, and complete the construction of some scenic spots such as Penglai Pavilion; Beihai Bridge Street residential buildings along the river should be protected and repaired; The renovation of Baziqiao block is 6,543,800 square meters, with one third of demolition, repair and facade renovation. The total investment of these ancient city protection projects is about 300 million yuan.
Tourism Promotion: On the basis of China's excellent tourist city, strive for the best historical and cultural tourist city in China. Accelerate the construction of urban tourist attractions such as leisure center of Huijishan tourist resort and Jinghu urban wetland park. Lu Xun's hometown should strive to become a national 5A-level tourist attraction, and Jinghu Wetland Park should strive to become a national 4A-level tourist attraction. In the future, large-scale publicity and promotion activities will be held once or twice a year to promote tourism products.
Improve the environment: This year, our city will start to create a "National Ecological Garden City" and a "Habitat Honor Award". This is another important measure to improve the living environment in our city following the successful creation of "China Habitat Environment Award" in June165438+1October last year. The commencement of these two projects will have a positive impact on Shaoxing's economic and social development, the construction of a harmonious society and the upgrading of urban taste, which is of far-reaching significance.
The following are two materials for building a commercial brand.
Shaoxing: Booster of Urban Competition —— Path Analysis of Shaoxing Brand Phenomenon
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Publisher: Provincial Economic and Trade Commission. Release date: 65438+2006125 October. Source: Shaoxing Daily.
"Her greatest beauty lies not only in many corporate brands, but also in the fact that the city itself is a brand." On June 6th, 2005, Yao Jingyuan, chief economist of the National Bureau of Statistics, explained Shaoxing's winning situation at the China Brand Economy City Award Ceremony.
Analyzing Shaoxing brand phenomenon, the urban factor is an unavoidable topic. 5 pieces of "China Famous Trademark"/KLOC-0, 26 pieces of "China Famous Brand Products" and 5 pieces of "China Industry Symbolic Brand". Behind the brand pedigree of Shaoxing, there are not only industrial clusters such as Ke Qiao Textile, Datang Hosiery, Shengzhou Iron, Zhuji Pearl and Shaoxing Yellow Rice Wine, but also profound urban culture.
"Brand creation needs to be combined with urban connotation in order to obtain the core value brought by differentiation. In this regard, Shaoxing obviously has a unique resource endowment. " Fu Jianwei, chairman of China Shaoxing Yellow Rice Wine Group, said that the full exploration of Shaoxing brand resources always runs on the brand strategy track established by the government.
Brand strategy expert Li Guangdou agrees with this view. "How many national brands there are in a city is not something that one or two enterprises can accomplish. The government should formulate an orderly plan and gradually and systematically cultivate famous brand enterprise groups, and its role cannot be underestimated. " He believes that it is obviously successful for Shaoxing to raise its brand achievements to the level of urban competitiveness, take the implementation of brand strategy as an important weapon to build a strong economic city, and feed back corporate brand building with urban brand culture.
Beyond the enterprise level, Shaoxing brand phenomenon really highlights the wisdom and courage of a city, especially the eyes of decision makers.
1994, Shaoxing started the identification of famous trademarks; From 65438 to 0997, the famous brand strategy was implemented and the famous brand product identification system was introduced; 1999, the "quality revitalization" plan was issued; Since 2003, the annual famous brand product commendation meeting has become a "regular meeting" of the municipal party committee and the municipal government. With the help of the government, the city's brand strategy has achieved an amazing leap, walking in the forefront of the country and the province.
On June 28th 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, which will be used exclusively for brand building rewards, subsidies and interest discounts. The highest reward for newly-created brands is 500,000 yuan. After legal evaluation, brand value can be used as intangible assets of enterprises to invest abroad, up to 70% of the total investment.
Indeed, when the brand is "married" with the city, the brand is not only the external expression of the core competitiveness of the enterprise, but also the symbol of the comprehensive strength of the enterprise, and it is also the development soul of a city, which is related to the development destiny of the whole city.
What's even more surprising is the brand this city has won: China's first batch of excellent tourist cities, China's environmental protection model city, national health city, national garden city, and China's best charm city ... It is not difficult to find that in Shaoxing today, the brand has been gradually established from the industrial field to the modern service industry and even the government brand of the government, which has been launched in a wider scope, making the brand's driving role not limited to the economic field.
"In fact, Shaoxing's brand strategy is ultimately to enhance regional competitiveness. Brand is just a carrier, and boosting competitiveness is the core. " The person in charge of the Municipal Administration for Industry and Commerce said that Shaoxing people's brand strategy has begun to transcend a single corporate brand, and a "regional brand" with more direct image, wider brand effect and sustainability has begun to be put on the agenda.
On June 2 1, the Municipal Bureau of Quality Supervision issued an implementation plan for creating regional famous brands, and decided to start the pilot project this year. Through three years' efforts, 2-3 products such as Datang Hosiery, Shanxiahu Pearl and Shengzhou Iron will become regional famous brands with international influence, and 3-5 products such as Xinchang Bearing and Shangyu Umbrella will become regional famous brands with domestic influence.
"On the basis of two provincial-level professional brand bases of Shengzhou Tiecheng and Zhuji Datang Socks, our city will carry out Shaoxing brand base identification." The person in charge of the Municipal Administration for Industry and Commerce said that this year, we will strive to create 1 ~ 2 provincial-level brand bases and 10 municipal-level brand bases, such as textile industry in Ke Qiao, umbrella industry in Shangyu and Pearl in Zhuji.
Behind the measures to build the brand of industrial groups lies the ambition of Shaoxing people to cultivate "brand groups". The latest "Shaoxing 11th Five-Year Brand Development Plan" proposes that by 20 10, the total number of well-known trademarks in China will reach 20, that in China will reach 40, that in Zhejiang will reach 350, that in Zhejiang will reach 250, that in Shaoxing will reach 500 and that in Shaoxing will reach 60.
"Extending the brand strategy to the level of urban competitiveness may be the biggest promotion for a region. Both the government and enterprises will upgrade the independent innovation and brand strategy integration of enterprises to urban strategy." Feng He, executive president of China Entrepreneurs Association, said in an interview that for a long time to come, which region has a good brand integration strategy, which city will win the development opportunities.
Shaoxing: a famous city breeds new brands (observation)
Our reporter Gu Chun.
0 1.05, printing of large, medium and small forums was closed in 2006.
● At the end of last year, the ancient city of Shaoxing, Zhejiang Province was crowned again: in the "2005 China High-level Forum on Independent Innovation Brands", Shaoxing and other 12 prefecture-level cities were awarded the title of "China Brand Economy City".
At present, there are 26 "China well-known trademarks" and "China well-known trademarks" 10 in Shaoxing, accounting for 1:5 of the total in Zhejiang province. In addition, many 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 Economy Report, there is a literary comment on Shaoxing: "Shaoxing's brand economy is remarkable. Busen, Xianheng and Guyue Longshan are all well-known brands to consumers. But her greatest beauty lies not in this, but in the fact that the city itself is a brand, revealing a profound cultural heritage and having a different style of water town. "
"The city itself is a brand", which shows the charm of Shaoxing city. Shaoxing, with many famous people such as Lu Xun, Cai Yuanpei and Qiu Jin, has made remarkable achievements in the construction, protection and planning of the ancient city while developing rapidly in recent years. Focusing on the ancient city characteristics of "hometown of celebrities, clear water around the city, white walls and tiles, and continuous ancient bridges", Shaoxing invested more than 654.38 billion yuan to build and transform historical scenic spots such as Lu Xun's hometown, Shenyuan, Cangqiao Zhijie, Scholar's hometown and Bazi Bridge, which truly reproduced the historical features. Walking into the ancient city of Shaoxing is like walking into a big museum without walls. The rich cultural connotation makes people linger.
Zhang Jinru, Mayor of Shaoxing, said: "It is very important for Shaoxing to attract popularity to build its brand and raise its popularity. A vibrant city should first be a popular city. "
The process of Shaoxing's urban transformation and brand building is not only a government act, but also attracts many tourists and investors, which has become the popular project of Shaoxing people. Shaoxing was elected as the "happiest city" last year, which shows the pride of Shaoxing people in this economically developed and this beautiful city.
When the whole city attaches so much importance to and cherishes the establishment of its own brand, the title of brand city will stand out.
Brand strategy helps enterprises take off
The brand strategy of Shaoxing enterprises in 2005 can be described as a bumper harvest: four China well-known trademarks 14 and five well-known trademarks were added, and the achievements in one year exceeded the sum of previous years. Throughout the process of creating a brand, it can be said that every little makes a mickle.
As the hometown of yellow rice wine, Shaoxing's "Daughter Red", "Gulong Yueshan" and "Huijishan" are famous brand products in China and well-known trademarks in China. Behind the history of brand creation of yellow rice wine industry is the strength and ambition of Shaoxing enterprises in recent years to change their vision, go abroad, strive to win a bigger market by brand creation and participate in domestic and even international competition.
"Gulong Yueshan" won the title of 1999 China well-known trademark. The brand strategic decision to try first has contributed to the rapid development of Guyue Longshan. Today, Gu Yue Longshan has two honors, namely, China famous brand products and China well-known trademarks. It is rated as the most growing independent brand enterprise in the industry, and it is the largest yellow wine producer in Shaoxing at present, and its products are exported to more than 30 countries. Fu Jianwei, Chairman of the Board of Directors, introduced that Camo Winery, a French winery with 3,500 retail stores around the world, went to China to choose a partner, and finally chose Guyuelongshan yellow wine and Moutai. Brand has become a stepping stone to enter the world competition.
With the ancient Yuelongshan in front, century-old yellow rice wine enterprises, such as "Huijishan" in Shaoxing, which once occupied a corner of the ancient city and believed that "the fragrance of wine is not afraid of the depth of the alley", have joined the ranks of brand creation in an attempt to build a well-known domestic yellow rice wine brand.
Shaoxing enterprises take the initiative to implement brand strategy as an important way to become bigger and stronger, and enhance their core competitiveness through brand management. There are more than 1000 new brands in the city every year, and more than 90% brand-name products enterprises have passed the ISO900 1 quality management system certification.
What enterprises value is efficiency. Dominant brand-name enterprises have obvious advantages in expanding market share through brand expansion. For example, after Jieliya Group won the famous brand and well-known trademark in China, it developed its brand advantage and expanded at low cost, becoming the largest towel manufacturer in China. Enterprises collectively create brands and drive the whole Shaoxing economy.
The road to innovation behind the brand
At the end of last year, Shaoxing handed over a satisfactory report card: the city's GDP exceeded 654.38+05 billion yuan, an increase of 654.38+03.5%; The total industrial output value exceeded 400 billion yuan, including 320 billion yuan above designated size, an increase of 20%; The per capita disposable income of urban residents exceeded 6.5438+0.7 million yuan, up by 654.38+0.8%, and the per capita net income of farmers exceeded 7,500 yuan, up by 9.5%.
2005 was an unusual year for Shaoxing's economic development. Since the beginning of the year, the textile industry, a pillar industry in Shaoxing, has been greatly affected by unfavorable factors such as trade friction and rising raw material prices. On the economic trend of Shaoxing, there were different opinions at one time. The absolute dominant position of the private economy and the developed block economy all determine that under the new situation, adjusting the industrial structure, changing the mode of economic growth and upgrading the industry have become a hurdle that Shaoxing must cross.
How to take this step? Zhang Jinru did say: "The key is to enhance the competitiveness of traditional industries. Shaoxing industry should not only attach importance to the upgrading and transformation of traditional industries, but also attach importance to the cultivation of high-tech industries. "
From extensive management to independent innovation to improve the scientific and technological content, from the production of intermediate products to end products, from small profits but quick turnover to improving profit margins, all these are inseparable from brand building. For enterprises, the best benefit comes from brand products. Shaoxing, which has always attached the most importance to industrial production, has changed its concept and strengthened its emphasis on brands. In the interview, from the government to the enterprise, we have been talking about the example of "only relying on one brand to make profits". For example, Nike in the United States has only one brand and no local factory, so it has created a lot of profits without any resource occupation and factory pollution.
In Shaoxing, brand strategy has been deeply rooted in people's hearts, and "brand city" and "brand economy" have been widely recognized. From Shaoxing to counties and towns, governments at all levels have introduced incentive policies to encourage enterprises to create brands. Shaoxing City awarded 500,000 yuan for creating famous brands or well-known trademarks in China, and 500,000 to 6,543.8+0,000 yuan for each county, city and township. In terms of policy support, Shaoxing has formulated a famous brand development plan, actively helped enterprises to do a good job in brand cultivation and development planning, provided information and business consultation, implemented a tracking management system, established a famous brand product development file, cracked down on infringement, and formed a good market environment.
In 2004, there were 255 enterprises producing famous brand products at or above the municipal level in Shaoxing, accounting for only 7.8% of enterprises above designated size, but they realized sales revenue132.4 billion yuan, profits 10 billion yuan and tax revenue of 5.7 billion yuan, accounting for 5.3 1% and 71.of enterprises above designated size respectively. It can be said that the economic aggregate and benefit growth of industrial enterprises in the city mainly benefited from this.
In 2005, Shaoxing allocated another 50 million yuan to support enterprises to improve the scientific and technological content of products and the ability of independent innovation, which became a solid foundation for enterprises to create brands.