"Shanbao" brand was born in the process of reform and opening-up, and became famous in the process of reform and opening-up

The tide of reform and opening-up pushed state-owned enterprises into the sea of market economy, and the state-owned enterprises honed their survival and development skills in the fierce market competition. Economic globalization has broadened the horizons of state-owned enterprises and provided a path for learning and drawing lessons from the outstanding achievements of human civilization. China's national brand-"Shanbao" brand crusher was born, grew and became famous in the reform and opening up. It turns out that enterprises have no brand awareness, no corporate trademarks and no theory of corporate culture in the planned economy era. In the process of reform and opening up, Shanbao Crusher applied for trademark registration in 1984, and the sales income of that year was only 3 million yuan. The enterprise is a professional factory for small and medium-sized crusher production and operation. Now it has developed into "Shanbao" brand, which combines "China well-known trademark" and "China famous brand product". The company has been listed among the top 5 China mechanical industry and Shanghai industrial enterprises and the top 5 China enterprises in information technology for many years. In 28, its sales revenue exceeded 1.6 billion yuan and its exports reached 35 million US dollars, making it the largest crusher production and export base in China. The growth process of "Shanbao" famous brand is the process that "builders" bravely use advanced corporate culture to build brands in the market competition under the background of reform and opening up. "Shanbao" brand is another successful masterpiece of corporate culture in the market competition. Without the reform and opening up and the advanced corporate culture, it is impossible to have today's "Shanbao" brand. "Shanbao" brand is another crystallization of corporate culture construction in the reform and opening up, and it has become a landmark achievement.

1. Building a brand under the guidance of corporate values

Corporate values are the soul and pillar of a brand. Brand embodies the enterprise's values and marketing ideas. In 195s, the company's predecessor, Shanghai Construction Machinery Factory, made great contributions to the country's iron and steel industry through self-reliance and hard work, and was called "ants gnawing at bones" by Vice Premier Chen Yi, and was highly praised. From this processing method of attacking the big with the small, it reflects the corporate culture of not being afraid of difficulties, working together, uniting and cooperating, and overcoming difficulties. In the past 5 years, the enduring spirit of "ant" is that "building people" enriches them with new connotations with the spirit of keeping pace with the times. In today's market economy, we use the concept of harmonious development to establish corporate values. The practice of enterprises tells us that enterprises without harmonious development cannot succeed, let alone develop scientifically, comprehensively, harmoniously and sustainably. On the basis of summing up practical experience, the company has established the company's values through generalization and refinement-achieving your achievements. Its interpretation: it reflects the intimate and harmonious relationship between the company and employees, customers, suppliers and the public, and highlights the company's purpose of serving them faithfully and meeting their needs enthusiastically. It shows the strength of the company, showing that employees, customers and suppliers can be better than others in the competition on the platform of "Shanbao", reflecting the added value of "Shanbao" brand; It reflects that the company pays attention to every climber who is eager to achieve, and the company pays attention to every winner who achieves the peak. Corporate values embody three people-oriented principles, namely, the value of people is higher than the value of things; * * * The same value is higher than personal value; User value is higher than production value and social value is higher than profit value. Within the enterprise, a harmonious family atmosphere of taking care of the overall situation, equal courtesy, mutual respect and assistance, unity and cooperation among employees will be formed; Between enterprises and employees, employees constantly meet the growing scientific development needs of the company, and the company constantly meets the growing material and cultural needs of employees; Enterprises adhere to "people-oriented" and "harmonious development", and enjoy the development achievements with employees to satisfy them. Outside the enterprise, actively create value for users, satisfy users, pay attention to the profits of customers and suppliers, and achieve the goal of mutual benefit; Take social responsibility, be willing to contribute and repay the society. Strengthen enterprise values with the concept of harmonious development, unify employees' thoughts, words and deeds, guide all the work of the enterprise, and handle the internal and external relations in all aspects. In the fierce market competition, the enterprise has developed from a small and medium-sized enterprise with weak strength to a leading enterprise in the industry and a top 5 enterprise in China, and made efforts to the dominant enterprises participating in international competition.

second, develop new products with the concept of technological innovation to fill the brand

It is the success of the enterprise brand to constantly have new products recognized by the market. Only by enhancing the ability of original innovation, integrated innovation, introduction, digestion, absorption and re-innovation, can enterprises truly grasp their own development destiny, fundamentally grasp the initiative of technological development, and have the stamina for sustainable development and market competitiveness, otherwise, corporate brands will have no exuberant vitality and can only become "passers-by" in the market. "Shanbao" carries out the strategy of "developing the company through science and education", takes the market as the guide, focuses on users' demand points, captures the dynamic information of demand, studies the market development trend, adheres to the development direction of complete sets, large-scale, electromechanical integration, internationalization and diversification of products, combines with Industry-University-Research, and actively uses new technologies, new standards and new materials to improve traditional equipment products through introduction, cooperation and self-research. Actively develop new products with high technology content, so as to make people have me, people have me, and people have me new, and become the vanguard of the industry. Shanghai Shanbao Company has been recognized as a "high-tech enterprise" and "Shanghai technology-intensive enterprise", and its technology center has become a "nationally recognized enterprise technology center" and "Shanghai enterprise technology center". The company adheres to the principle of "people-oriented" in the development of new products, and focuses on the humanized and environmentally-friendly technological innovation of products, which is well received by the market. Machine-made sand equipment developed to protect river sand and river sand from indiscriminate exploitation has been listed as the key recommended product of sand industry by China Sand Industry Association. The organic waste processor developed to solve the problem of municipal solid waste treatment was awarded the first prize of the fifth national scientific and technological achievements progress award; Many products such as drying hammer crusher developed for energy saving were rated as energy-saving products in Shanghai; In order to strengthen the construction of coal mine safety facilities, the large-scale shield hydraulic support was successfully developed and won the "Special Gold Award of China International Patent and Famous Brand Expo". Independent intellectual property rights are very important core competitiveness of enterprises. Shanghai Shanbao strengthens the protection of intellectual property rights in independent innovation, and insists on "product achievements and property rights achievements", "technical research and relying on projects" and "new product development and market performance". It has applied for more than 15 patents, and more than half of them have been authorized. Among them, the organic waste processor won the fifth national patent technology "Invention Award" and the hammer crusher won the Shanghai Invention Patent Award for utility model patent. The company is the third batch of intellectual property rights of enterprises and institutions in China. The company actively develops new products with strong comprehensive technology, intensive knowledge and good market prospects, so that grinding machinery and equipment can stand at the forefront of this field. Among more than 4 new products developed at or above the municipal level, 6 are listed as national new products, and the annual sales of new products account for one-third of the company's total annual sales. At present, the variety of crushers has developed from a single jaw crusher before the joint venture to more than 5 varieties and more than 5 specifications, which embodies the advantages of multi-variety, multi-style, multi-function, high-grade and high-standard, forming a diversified pattern of products changing from single machine to complete sets of equipment, single machine series to multi-machine series, simple production to turnkey engineering, and the products involve mining, building materials, metallurgy, environmental protection, energy, chemical industry, water conservancy and other industries, and constantly meet the market demand.

third, it is an important content of corporate culture to lay a solid foundation with the concept of independent innovation and enhance the brand name. With the development of market economy, the competition among enterprises has developed from the previous price competition, quality competition and service competition to the present brand competition. Brand culture has become an important part of enterprise culture, and famous brand has become the simplest external expression of enterprise's core competitiveness, which embodies quality of enterprise, product quality, responsibility and credibility to consumers, and is one of the intangible assets reflecting enterprise value. For a long time, enterprises have attached great importance to the brand of "Shanbao", insisted on honesty and trustworthiness, and cherished independent and national brands. Before the joint venture, enterprises actively cultivated the brand of "Shanbao", not only from scratch, but also cultivated it to the height of the national quality silver award. After the joint venture, the enterprise not only retains the national brand, but also further enhances the brand, pays attention to the appreciation of intangible assets while grasping the appreciation of tangible assets, and supports the "Shanbao" brand with high quality, high technology and high market share. The company implements the quality policy of "continuously satisfying customers' needs is the only pursuit of Shanbao" and covers the whole process of pre-sale, sale and after-sale. On the basis of obtaining ISO9 quality certification, the company carried out excellent performance management, strengthened the management activities in the production and operation process with higher standards, stricter requirements and finer style, and ensured the quality more comprehensively. The company won the title of "Shanghai Quality Management Award" and "Shanghai Advanced Enterprise Implementing Excellent Performance Management". The company applied advanced technology and advanced standards to create the brand of "Shanbao", constantly improved the technical level of the original products around the goal of ensuring customer satisfaction, and constantly developed new products with strong comprehensive technology, high cost performance and good market prospects. The technical indicators of the products ranked first in the industry, and the performance and quality standards of more than 7% of them reached the international level. The company implements the marketing concept of "unique order, quality first, customer first, service leading", pays attention to the market to undertake orders and provide high-quality services before, during and after sales, and pays attention to the site to ensure timely delivery of quality and quantity; Set up a network to build a "Shanbao" marketing network covering all parts of the country and expand the domestic and foreign markets. The production and sales of the company are booming. The annual sales have grown from 3 million yuan before the joint venture to 1.6 billion yuan now, and the export is 35 million US dollars. It is the largest crusher production and export base in China. "Shanbao" ranges from "famous brand products in Shanghai" to "famous brand products in China machinery industry" and then to "famous brand products in China"; From "Shanghai Famous Trademark" to "China Most Competitive Brand" and then to "China Famous Trademark". "Shanbao" is a combination of "China famous brand products" and "China well-known trademarks", which is another shining milestone in the corporate culture history of "Shanbao" and will inspire us to forge ahead towards world-class brands.