Brand Daily Observation ｜ Gao Yanmin: Brand upgrade is an important strategy of corporate development at this stage

Fengkou Finance reporter Wang Beibei

On the morning of July 17, 2022 "Qingdao Brand Day" was officially launched. At the launching ceremony of the Chinese Brand Excellent Development Forum and the "Qingdao Brand Day", Gao Yanmin, the former Director of the Ministry of Industry and Information Technology's Consumer Products Industry Department, gave a keynote speech on the title of "Industrial Brand Construction in the Background of Manufacturing Power".

Gao Yanmin believes that brand upgrades are an important strategy of corporate development at this stage--

First of all, the importance of the brand is increasingly prominent. Today, with great rich commodities, the impact of the advantages and disadvantages of brands on corporate development often exceeds people's predictions. Especially as consumer upgrades tend to be rational, the phenomenon of consumption phenomenon of brand, pursuit of brand, and buying brand products is increasingly obvious. Therefore, the more important and urgency to cultivate brand development. The deeper the brand's heritage and the more outstanding, the overall strength of the enterprise can become stronger and stronger.

Second, quality is an important prerequisite and guarantee for shaping the brand. Quality is the foundation of corporate cultivation brands. It is the basis of the big tree of the brand. Consumers' nostalgia and loyalty to a brand originated from the trust of its quality. Consumers' reputation is passed down by the soil of the brand's growth, and it is also possible to make brands possible. The significant feature of the outstanding brand is that it can provide higher quality, and at the same time, high quality will bring the brand's rapid growth and bring greater market share.

Third, implement the strategy of brand upgrade and development. If Chinese companies want to survive in competition, they must pay attention to the development of the brand from a strategic height. Enterprises should have a long -term perspective, formulate development strategies with core technology as the fundamental and brand upgrade, further enhance the brand status, establish outstanding brand concepts, and strive to achieve the brand's distinctive personality, accurate positioning, and uniqueness.

Fourth, promote the development of brand upgrades with digital innovation manufacturing. Digitalization and intelligent manufacturing are the driving and sources of promoting brand upgrades. It should invest sufficient power to explore the development of brand upgrades with intelligent manufacturing, thereby promoting the brand's development to outstanding development. Innovation is the key link of the success of the brand. Many outstanding brands are not due to the breakthrough of technology, but precisely the popularity of the integration of existing technology or creativity in design and use.

Fifth, to increase consumption hotspots to promote the upgrade and development of the brand. At present, expanding consumption is the most important engine to maintain a certain economic growth. It is necessary to form new consumption growth points through more brand products favored by consumers, further increase domestic demand and promote the stable economic development. Regardless of the fast consumer goods or durable consumer goods, they are directly facing the people's lives and expand the market sales of brand products, especially the market products, will play an important role in improving the quality of people's lives and guiding consumption upgrades.

Sixth, to ensure brand upgrades with high -end products. There are many types of products in the enterprise, and it is difficult to design to the extreme. It can take a small number of categories, by increasing the introduction of R & D costs and the introduction of high -precision technology R & D talents. Make the company's technical iterative upgrade, thereby developing high -end products with high technical content, high quality, output reaching considerable scale, reasonable pricing, and quite competitive in the industry. Enterprises should use high -quality core products to enhance the brand's influence, and to ensure the upgrade and development of the brand with high -end products.

"Shaping and cultivating brands must not be quick -profit, we must stand the test and tempering of time." Gao Yanmin said that he hopes that governments and enterprises at all levels will take this forum and brand activities as an opportunity to further attach importance to brand building and do it for promoting brand upgrades and development. New and greater contributions.

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