Quick Comment ｜ Create a Chinese brand to brighten Chinese business cards

In order to promote brand building in high quality and comprehensively improve the overall level of my country's brand development, seven departments including the National Development and Reform Commission, the Ministry of Industry and Information Technology, and the Ministry of Agriculture and Rural Affairs jointly issued the "Guiding Opinions on Promoting Brand Construction in the New Era" (hereinafter referred to as "Guidance"), which proposed that by 2035, the comprehensive strength of Chinese brands entered the forefront of the brand's power. (People's Daily Online on August 25)

Brand is a comprehensive manifestation of enterprise and even national competitiveness. In recent years, Chinese brands have run out of acceleration, and China has become a veritable brand country. From the "business card" of the high -speed rail to new energy vehicles, from green appliances to sporting goods, from smartphones to mobile payment, the popularity, reputation and influence of Chinese brands have been greatly improved, showing strong strength. Among the latest 2021 world -renowned 2021 global most valuable brand 500 lists, the Chinese brand value on the list reached 1.6 trillion US dollars, accounting for 19%.

The rise of Chinese brands has many support factors. For example, the quality of innovation drives products improves. Take the well -known sports brand Anta as an example. In April this year, a "space running shoes" followed the Shenzhou 13 manned spacecraft to return to the earth. The bottom material of this shoe is derived from the aerospace ultra -light material. It is independently developed by Anta. The weight of a single shoe is only 99 grams. For another example, consumers are increasingly agreed with local brands. Consumers have no longer blindly pursuing the so -called international big names. Their cultural self -confidence has been continuously enhanced, consumption is more rational, and they are more willing to choose domestic products with good quality and good price. Today, Chinese brands are ushered in a rare opportunity. The promotion of the "Guidance" to promote the marching from a brand from a big country to the brand.

"Guidance" provides guidance, support and guarantee for the development of Chinese brands. Brand construction is a strategic, global, and systematic engineering. The top -level design has already available, and next, the joint efforts of all parties need to be related.

For enterprises, we must seize new opportunities to break out of the "new famous hall." From the Guidance Opinions, regardless of industry, agriculture or service industry, new space can be "excavated". For example, in terms of building and enhancing agricultural brands, the "Guidance Opinions" proposes to implement the "three products and one standard" (varieties, quality improvement, brand building and standardized production) enhancement operations, strengthen green, organic and geographic logo cultivation and development. Create a group of green high -quality agricultural products. Green, organic, and geographical indications Agricultural products should seize the opportunity. On the one hand, the quality is continuously improved through the improvement of varieties and the optimization of planting methods. Good brand stories, enhance the brand's influence and attractiveness.

As far as the whole society is concerned, it is necessary to actively create a good atmosphere that is conducive to brand growth. First of all, government support must be strong. In this regard, the "Guidance Opinions" proposes to "improve the national quality award system and encourage localized incentives for organizational organizations with advanced quality levels and outstanding brand influence." Second, intellectual property protection must be in place. In recent years, the social satisfaction of intellectual property protection in my country has increased from 63.69 points to 80.61 points. "Guidance" also further clarified "strengthening brand protection" this time. Finally, the consumer market must be cultivated. Through in -depth activities such as Chinese brand days and "quality month", consumers' emotions for Chinese brands should be cultivated and consumer confidence is enhanced.

Taking the introduction of the "Guidance Opinions" as an opportunity to speed up the pace of brand building, I believe that more and more Chinese brands will be recognized and won praise in domestic and foreign markets, standing in the forest of well -known brands in the world.

In recent years, from the "business card" of high -speed rail to smartphones, Chinese brands have shown extraordinary strength.

Text/Guangzhou Daily · Xinhua City Reporter: Hu Juntu/Guangzhou Daily · Xinhuacheng Reporter: Mo Weipun Guangzhou Daily · Xinhuacheng Editor: Tan Min: Tan Min

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