On May 10, on the occasion of the 6th “China Brand Day”, the “2022 Brand Power Forum” with the theme of “The Power of Brands, Chinese Brands – World Sharing” was successfully held in Beijing online. The event was sponsored by the China Yellow River Cultural and Economic Development Research Association, undertaken by Beijing Yellow River Rongtai Cultural and Tourism Industry Development Co., Ltd., the National Policy Think Tank Research Institute, China Quality Miles Promotion Association, China Consumers Association, China Enterprise Evaluation Association, China Advertising Association, China Bin Culture Foundation and other units support.
Entrusted by He Guangwei, President of China Yellow River Cultural and Economic Development Research Association, Zhang Jianzhong, Executive Vice President of China Yellow River Cultural and Economic Development Research Association, attended and delivered a speech. Leaders of relevant departments, think tanks, experts, scholars and representatives of well-known Chinese brand enterprises conducted online dialogues and exchanges on the strategy and realization path of China’s brand power.
The establishment of “China Brand Day” means that building Chinese brands has risen to the national level. Zhang Jianzhong pointed out, “Brand is a symbol of national strength and a tool for creating wealth. my country is moving from a manufacturing power to a manufacturing power. If ‘Made in China’ wants to gain a firm foothold, it must upgrade Chinese brands in an all-round way to improve China’s The brand’s communication power and competitiveness in the international market.”
Hou Yunchun, former deputy director of the Development Research Center of the State Council and president of the China Enterprise Evaluation Association, said in his speech: “Brand is a concentrated display of product and service concepts, values, craftsmanship, and corporate culture. It is an important manifestation of the core competitiveness of products and services. The comprehensive symbol of the competitiveness of enterprises and even the country represents the upgrading direction of supply structure and demand structure.” At the same time, he hopes to appeal to every enterprise, every institution and every person in the country through this forum: “Brand strong country, my responsibility !”
“Brand is the core competitiveness of an enterprise and even a country, a brand is a comprehensive carrier of material civilization and spiritual civilization, and a brand is also the image of a nation. Only by striving to build China’s high-end brands can we truly embark on the road of high-quality development.” Liu Zhaobin, former chief engineer of the General Administration of Quality Supervision, Inspection and Quarantine and president of the China Quality Miles Promotion Association, pointed out at the meeting that standards are the basis for judging high-quality development. Only high standards can lead to high-quality products. Only by vigorously strengthening the quality foundation of enterprises can brands be created. China Red Bull is a typical case. In its development, it attaches great importance to quality, attaches great importance to standards, and manages the enterprise with standards, and now it has created a first-class brand.
Private enterprises must shoulder the important mission of shaping and disseminating the influence of Chinese brands, and must have a spirit of ingenuity. Zhuang Congsheng, former vice-chairman of the All-China Federation of Industry and Commerce, a specially-appointed expert in the National Committee of Political Consultative Conference, and the chairman of the China Private Economy Research Association, introduced that after years of development and in-depth cultivation, the brand value of Chinese enterprises has grown rapidly, ranking second in the world. In the “Top 500 Most Valuable Brands in the World” released by a British research institute, the number of Chinese brands on the list has risen from 13 in 2008 to 76 in 2020, of which the number of mainland Chinese corporate brands has risen from 7 to 70. , an increase of 10 times in 12 years. During this period, a large number of first-class Chinese brands emerged, including Huawei, ByteDance, CATL, Hikvision, iFLYTEK, China Red Bull, Fuyao Glass, Sany Heavy Industry, Haier, Gree, Xiaomi, etc. .
Shen Zhu, Secretary General of Reignwood Cultural Foundation, said that brand is the most important intangible asset of an enterprise, and the core expression of brand value is to practice social responsibility. Over the past ten years, Reignwood Cultural Foundation has leveraged the power of non-governmental organizations and used culture as a bridge and link to create a series of characteristic public welfare brands such as “When the East meets the West”, “Silk Road Journey” and “Beautiful China”. Over the past ten years, the foundation has supported poverty alleviation, continued rural revitalization, spread green civilization, and continued to explore new paths for the coordinated development of culture and green and healthy industries.
“Enterprises are the main body of a brand. To create and maintain a brand, they need to have the consciousness and feelings of being upright, earnest and committed for a long time; they must comprehensively implement policies, punish their responsibility, and punish them severely; they must uphold integrity, abandon impetuousness, and promote themselves and their High-quality development of products.” Du Changhong, deputy editor-in-chief of China Consumer News and former director of the Anti-Unfair Competition Division of the State Administration for Industry and Commerce, shared her views on brand and market competition, brands and consumers at the forum.
The business environment is productivity, and improving the business environment is to liberate productivity and improve competitiveness. Zhao Ping, special commentator of CCTV and vice president of the China Council for the Promotion of International Trade, said at the meeting: “The key to building a strong brand country lies in enterprises, and building a market-oriented, legalized, and international business environment is to help enterprises cultivate brands and protect them. brand, and promote healthy competition between brands.” She believes that the market economy is a credit economy, a legal economy, and a competitive economy, so it is necessary to strengthen the construction of a social credit system.
Lu Zhan, Executive President of Reignwood Group, believes that building a strong brand country must cultivate the soil of “integrity”. Integrity not only refers to the contract in the operation of the enterprise, but also the responsibility of the brand to consumers, the industry and the market. Reignwood Group has been deeply involved in the Chinese market for more than 30 years, creating the miracle of China’s Red Bull brand, and has always developed in the big health industry and industry with feelings and responsibilities for consumers, the industry, and the country and society. At the same time, if Chinese brands want to win the favor of consumers, investment and cultivation are indispensable. Only after long-term construction and time precipitation can a brand form a real brand influence.
In order to further implement the strategy of brand power in the new era and consolidate and deepen the achievements of brand integration, at this forum, the organizer also launched the “Brand Power and Power Brand Building Action”, which has received positive responses from many units and enterprises.
The successful holding of the “2022 Brand Power Forum” has inspired Chinese brands to keep in mind the mission of “strengthening the country and strengthening the country”, adhering to the spirit of self-confidence, self-improvement, innovation, excellence and creation, and actively contributing to the construction of a brand-powerful country!
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