Chinese brand Ten years to build a foundation| China's power to cast a Chinese brand

The times are rolling forward, and the development will never stop.

Over the past decade, China has made remarkable development achievements. The total economic volume ranks second in the world, and the strong development of the country also provides excellent soil for the growth of the brand, so as to achieve the same frequency resonance with the times.

The state always attaches great importance to the development and protection of brands. From a number of classic and time-honored brands looking for "new vitality" in the national tide, to the birth of some new brands under the Tide of the Internet, in the process of the rise of domestic products, Chinese brands have revolutionized the past and gone to the world, and have continuously ushered in the highlight moments of development.

In the past decade, behind the strong rise of Chinese brands, it is inseparable from the soundness of the rule of law, the improvement of the business environment and the escort of the capital market.

As a result, while Made in China is winning the competition in the global market, Chinese brands are also strongly supporting the transformation of China's economy to a high-quality development model.

At present, China's economy is in a transition period of turning from a large producer to a consumer country, and the huge domestic demand and the vast international market provide unlimited possibilities for the development of Chinese brands.

Pamper growth

The growth of Chinese brands is inseparable from the excellent development environment created by the government.

The legal system for brand protection has been continuously improved. In 1904, the "Trademark Registration Trial Regulations" were promulgated, marking the birth of the first regulation in Chinese history to protect the rights and interests of enterprise brands.

Since then, the registration management of Chinese brands has entered the track of rule of law, and brands have begun to be protected by law.

Since the founding of New China, especially after the reform and opening up, with the deepening of marketization, the state has paid more and more attention to brand protection, and brand building has entered a new stage of building "Chinese brands".

In March 1983, the Trademark Law of the People's Republic of China was officially implemented, and the protection of the exclusive right to use trademarks in the era of socialist market economy was on the right track, prompting producers to attach importance to brand protection in the tide of commodity economy. Since then, the Trademark Law has been amended four times in 1993, 2001, 2013 and 2019.

It is worth noting that two of the four modifications have occurred in the past decade. This also reflects from the side that in the past decade, the government's emphasis on the construction of the rule of law for brand protection has been continuously improved and strengthened.

If the government's protection of brands in the past decade has promoted fair and orderly competition in the market and safeguarded the legitimate rights and interests of consumers and rights holders, then the improvement of the business environment has provided a better and more suitable "climate environment" for brand development.

According to the World Bank's Doing Business 2019 report, China's global ranking jumped from 78th to 46th in the previous period, an increase of 32 places. In 2020, China's ranking of business environment was further improved to 31st. As a result, China has been listed among the top ten economies in the world with the largest improvement in optimizing the business environment for two consecutive years.

In the long run, providing a suitable business environment for Chinese brands, caring for brand growth, and promoting brand development are an indispensable part of China's future social and economic development blueprint.

The "14th Five-Year Plan" and the outline of long-term goals for 2035 propose to carry out Chinese brand creation actions, protect and develop Chinese time-honored brands, enhance the influence and competitiveness of independent brands, and take the lead in cultivating a number of high-end brands in the consumer fields such as cosmetics, clothing, home textiles, and electronic products.

This means that in the next five years, the government will continue to provide strong guarantees in this field, creating possibilities for the rise of more Chinese brands.

The pupil surpasses the master

Looking at the development history of Chinese brands, it can be found that the start of Chinese brands is relatively late for brands in developed countries, but with the enhancement of brand awareness of Chinese enterprises and entrepreneurs, Chinese brands have developed rapidly.

However, the establishment of the brand is not achieved overnight, but requires the accumulation of history and years.

In the past decade, with the profound changes in China's economic development mode, driven by capital and technology, China's supply side has undergone great changes, the efficiency of the production side has been significantly improved, and the quality of domestic products has become more and more recognized by consumers.

In the 2021 Global Consumer Insight Survey China Report released by relevant institutions, 37% of Chinese respondents said that they are now more or more inclined to buy domestic brands than they did 6 months ago. On the one hand, more and more consumers are beginning to recognize Chinese brands, and on the other hand, the scale of Chinese brands is also achieving "curve overtaking".

The World Intellectual Property Indicators 2021 released by the World Intellectual Property Organization (WPO) in October 2021 pointed out that the number of global patent applications increased by 1.6% in 2020, and the growth trend in the past 10 years was stable, and the number of intellectual property applications such as trademarks and industrial designs continued to grow.

In terms of the total number of applications for the global designated classes of trademark registration, the number of applications Chinese mainland 2020 was 9.3458 million, a growth rate of 19.3%, accounting for 54.3% of the total global applications; the United States, ranked second, had 870,000 trademark registration applications, accounting for 5.1% of the total global applications. The number of trademark registration applications in China is 10.74 times that of the United States.

It should be noted that Chinese brands have been able to achieve "curve overtaking" in terms of quantity, largely due to China's strong manufacturing cluster.

According to incomplete statistics, more than 50% of the world's household appliances, 80% of air conditioners, 90% of personal computers and mobile phones are "Made in China".

In the past, many Chinese companies relied on undertaking OEM orders from foreign brands, producing products, pasting each other's brands and selling them globally.

However, now with the emergence and rise of a large number of high-tech brands, Chinese manufacturing has torn off the labels of "imitation" and "cheap", and has gone overseas with a new attitude.

In recent years, it is not difficult to see from the wide recognition and praise of China's high-speed rail, 5G, home appliances, etc. in overseas markets, and the strong strength of Chinese manufacturing has also made the international influence of Chinese brands increasing.

The impact expands

In the past decade, Chinese brands and Chinese companies are accelerating their global expansion.

In August 2020, the number of Chinese companies on the Fortune Global 500 list reached 124 (excluding companies in Taiwan), surpassing the United States (121) for the first time, achieving a historic leap.

While the global competitiveness of Chinese enterprises continues to increase, the influence of Chinese brands is also expanding.

Statistics released by the State Administration for Industry and Commerce show that since 2007, the Trademark Office of the State Administration for Industry and Commerce and the Trademark Review and Adjudication Board have identified a total of 427 well-known trademarks. As of 2020, the number of well-known trademarks recognized by the mainland has reached 1624.

At the same time, the world is also re-recognizing Chinese brands.

Some reports point out that the world's perception of Chinese brands is gradually removing the "low-end" hat. Technology and innovation have surpassed cost performance and become the first label of Chinese brands.

In 2021, the World Brand Lab will comprehensively score about 15,000 well-known brands around the world according to the three key indicators of brand influence, namely market share, brand loyalty and global leadership, and finally launch the world's 500 most influential brands.

In the "World 500 Brands" list, the number of Chinese mainland brands selected reached 44, surpassing the Uk's 37, and continued to maintain a good result of fourth place.

In 2011, only 21 brands in the Chinese mainland were included in the list. In the past ten years, from 21 to 44, the world competitiveness and influence of Chinese brands have been continuously improved.

At present, the global scientific and technological innovation pattern is undergoing profound evolution, and behind the continuous improvement of China's brand influence is the continuous improvement of China's innovation ability.

According to the Global Innovation Index 2021 report released by the World Intellectual Property Organization, five Asian economies have entered the top 15 in the world, of which China has risen to 12, ranking first among middle-income economies.

In the past, with its strong manufacturing capabilities and the advantages of high quality and low price, Chinese manufacturing was famous in the world. Nowadays, Chinese brands have become synonymous with the upgrading of China's manufacturing industry, and Chinese manufacturing has also been upgraded from "product export" to "brand export".

The national tide is rising

In the past decade, while Chinese brands have risen strongly, China's consumer base has also undergone significant changes.

The outstanding performance is that the "post-80s", "post-90s" and "Z generation" have gradually become the main force of consumption, and their consumer psychology is obviously different from the previous generation, focusing on quality and brand at the same time, but also pursuing self-expression.

At present, the scale of mainland Internet users exceeds 1 billion, of which the "Generation Z" population as the "indigenous people" of the Internet is close to 300 million, accounting for about 20% of the total population size and 30% of the number of Netizens.

There is no doubt that while the consumer psychology of mainstream consumer groups has changed, the rise of the Internet has brought major changes to consumption patterns.

As some media have pointed out, most of the "Generation Z" live in a more favorable and open environment than the "previous wave", growing up in the era of China's economic take-off. As the indigenous people of the Internet, their values are more distinctive than those of the "former wave", especially the concept of consumption.

The old brand has been the pioneer and leader of "new consumption", but in the Internet era, the trend of young people chasing the national tide has also been very obvious.

According to reports, since 2022, the sales volume of "Generation Z" purchasing "China Red" element goods has increased by 326% year-on-year. In the 10 "Generation Z", at least 3 people are more inclined to buy domestic goods, clothing, shoes and mobile phones are their favorite domestic products.

It is not difficult to see that with the improvement of the consumption capacity of "Generation Z", guochao products are increasingly respected in daily consumption scenarios.

Behind the rise of the national product and the rise of the national tide, after more than ten years of development, our domestic products, whether it is product performance, quality, price, or service, have been able to meet the young generation's expectations for a better life and personalized pursuit.

In this process, there is not only cultural self-confidence and economic development, but also the arming of enterprises by the Internet and digital technology, and the care of the excellent business environment created and provided by the government, so that the brands created by enterprises can win the initiative in the global commercial brand competition.

The years are like songs, and the buckets turn to the stars. Today, when China's economy has entered high-quality growth, the digital economy and the Tide of the Internet are coming, Chinese brands still need to continue to follow the trend and take the initiative to change if they want to continue to write a new era legend.

The past decade has been an era of strong rise for Chinese brands. In the next decade, More super brands will be born in China.

Beijing News reporter Zha Zhiyuan

Edited by Yue Qingxiu

Proofreading Zhai Yongjun