The brand excellent construction exchange meeting was held, and the three parties of political and academic enterprises came with a "brainstorm"

How do companies do brand building under the dual -cycle system? How does the digital era shape and spread the brand? On the afternoon of July 17, at the 2022 "Qingdao Brand Day" series of activities -the brand outstanding construction exchange meeting, more than 30 experts, scholars, government representatives, and corporate guests came around two topics. storm".

The theme of this event is "Strengthening Brand Power to help enterprise growth", hosted by the Qingdao Industry and Information Technology Bureau, and organized by Qingdao Daily Newspaper Group.

At the exchange meeting, experts and scholars from Shandong University, Ocean University of China and the Academy of Qingdao Social Sciences from academic and theory, 10 well -known enterprises from the perspective of market and practice, based on the new development concept, focus Discuss the importance and urgentity of enterprise independent brands under the background of a new development pattern of unchanged changes and dual -cycle; focusing on the pain points of the brand building of corporate brands in the digital era, the path of the brand growth in the era of digitalization, exploring the enterprise Shape the new ideas, new models, and new breakthroughs of outstanding brands.

Gao Yanmin, the former director of the Ministry of Industry and Information Technology, attended the exchange meeting. In response to the two major issues of "how to do brand building under the dual -cycle system" and "Digital Age Enterprise Brand Formation and Communication", the exchange meeting invited Liu Shuguang, deputy dean and professor of the School of Economics of China Ocean University of China; Director and professor of the Academic Committee of the School of Communication, Tang Xiguang, vice chairman of the Shandong Radio and Television Association, vice chairman of the Shandong Filmists Association, and executive director of the Shandong Provincial Association of Records, served as an academic host.

Zhang Honghui, director and professor of Qingdao University Enterprise Social Responsibility Research Center, Bi Jianwu, director and researcher of the Economic Institute of Qingdao Social Sciences, Zhao Bo, a second -level inspector of the Qingdao Industrial and Information Technology Bureau, member and deputy editor -in -chief of Qingdao Daily Newspaper Group Fan Zeshun, Wu Shisen, a second -level investigator of the Science and Technology Division of Qingdao Industry and Information Technology Bureau, attended the meeting.

"Make the brand the core driver of the dual -loop"

Before the issue began, Gao Yanmin first shared his views. He said that enterprises should take care of the brand with ingenuity, and products must be "consistent" instead of just relying on promotion. For the shortcomings of Chinese brands, Gao Yanmin bluntly spoke: From the perspective of brand premiums, China's manufacturing industry is still low -end level, especially lacking some influential and good brands.

He believes that under the dual -loop pattern, companies must go out, and must do a good job of quality, innovation, technology, commitment, communication, service, intelligent manufacturing, consistency, etc.

Regarding "how to do brand building under the dual -cycle system", Liu Shuguang said that the state proposed a dual -cycle strategy because China has reached a need to start domestic demand and increase potential, and at the same time to avoid our risks. It is hoped that entrepreneurs seize the unprecedented changes in this century, turn the risks into opportunities, make a multiplication, take high -quality development as the main position, and use the dual cycle as a breakthrough.

How to seize the historical opportunities of dual -cycle, Qingdao enterprises also have unique insights and practices.

As the benchmark and representative of Qingdao enterprises, the chief brand officer of Haier Group Wang Mei Yan said that the premise of unblocking the large domestic cycle is the consumption upgrade based on the income improvement of residents, which is inseparable from the high -quality supply brought by brand driving. "To form a new development pattern of double -cycle, it is necessary to promote Chinese brands to become world brands, stimulate new kinetic energy of overseas market consumption, realize international and domestic dual -cycle mutual promotion, and truly make the brand the core driver of dual -loop."

Su Ming, a member of the Party Committee of Double Star Group and General Manager of Double Star Co., Ltd., believes that integrating dual cycles, enterprises must first consolidate their own strength and innovate development. He said that Double Star Group has implemented a series of innovation measures such as production form innovation, product innovation, and model innovation. Create digital ecological brands with double carbonization, high -tech, globalization, and digital "new fourizations" strategies, leading Chinese tire brands to develop to higher levels.

The brand in the digital age is the result of interaction and co -creation

In the blue ocean of the digital age, how to wipe out the brand's navigation labels in the way of wisdom and wisdom, and lead the company's ships to be stable and far away?

When it comes to the issue of "shaping and dissemination of corporate brands in the digital era", Tang Xiguang pointed out that numbers can not only empower and empower the brand, but also inject new genes into the brand and provide new development prospects. "The brand of the digital age is not only the object of interaction, but also the result of interaction and joint creation."

As a "five golden flowers" in Qingdao, the brand of the Australian Digital Age brand is worthy of attention. Feng Bo, director of the Australian brand planning department, said that in accordance with the development needs of the digital economy era, Ao Kema transformed from traditional home appliance brands to smart home appliance brands and became the leading brand of all -cold chain industry. Ecological scenarios and the best digital solutions are provided, combined with traditional and new media, brand promotion.

Zhan Yanan, deputy general manager of Hexkang Business Digital Operation Center, believes that the brand is the quality, image and life of the enterprise. Regardless of the era, the core value of the brand value has not changed, that is, the customer -centric, technological innovation as the direction, and deep cultivation as the main line, so as to have lasting brand power.

The Zhuo Shu brand must have the quality core

The company's speech caused the resonance and thinking of experts present.

Gao Yanmin said in his comment that the brand means high value -added, high profits and high market share. The significant feature of the outstanding brand is that it can provide higher quality. At the same time Market share. To implement the brand upgrade development strategy, we must establish an outstanding brand concept, and promote brand upgrade and development with digital innovation manufacturing. "Cultivating brands cannot be quick -profit, and we must stand the test and tempering of time." Zhang Honghui believes that doing a good job of brand empowerment and do a good job of two aspects. First, brand companies must tell stories, digging the story first, and then summarizing The story spreads the story. At the same time, it is necessary to practice hard work to create the quality of sustainable vitality evergreen enterprises, including improving product quality.

Entering a new stage of development, in the face of new opportunities and challenges, Qingdao used "brand" to break the problem and solve it with "brand". The relevant person in charge of the Qingdao Industrial and Information Bureau said that this exchange meeting put forward many forward -looking opinions and suggestions, which has important reference value for Qingdao enterprise brand building, urban brand building, and high -quality economic development. Relevant opinions and suggestions will be actively adopted in the corresponding policy and decision -making process. (Qingdao Daily/Guanhai Journalist Zang Ting Rongxiao)

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