The 8th Finance China V Forum was held! How to do "Chinese brands", the big coffee said

May 10 ( Xinhua Jingwei ) -- On May 10, on the sixth "China Brand Day", China News Service's financial media Zhongxin Jingwei and the China Industrial Development Promotion Association jointly hosted the "8th Finance China V Forum and 2022 Brand Summit", where experts, scholars and enterprise representatives focused on the logic of brand growth and discussed the path of "Chinese products" to "Chinese brands". The summit was held online.

To create a "Chinese brand" is to create a "Chinese business card"

Li Xiaojun, vice president of the China Industrial Development Promotion Association, pointed out that with the upgrading of China's consumption, from product output to cultural output, to build a good Chinese brand is to create a good business card that China has passed to the world.

Mei Jiang, vice president of Small Pot Tea, also mentioned that behind a mature brand, there is a complete, modern, and whole industry chain system supporting it. Strengthening brand building will further promote the upgrading of industrial structure and help the high-quality and healthy development of the industry.

Zhang Chunxin, secretary of the party committee and general manager of Guizhou Guotai Liquor Group Co., Ltd., also mentioned that the power of the brand is leading the Guotai liquor industry to a higher quality development.

China's dairy industry is the beneficiary of the national brand strategy. Li Pengcheng, executive president of Mengniu Group and deputy secretary of the party committee, introduced that excellent food brands can become a 'bridge of the heart'. Especially in the special period of recovery of the epidemic, food companies will seize key opportunities to effectively enhance the recognition of people from all countries in the 'Made in China' and win more friends for China in the world." ”

Chinese brands should "go global" and keep a good look at the local market. Chen Gang, dean of the School of Journalism and Communication of Peking University and director of the New Media Marketing Communication Research Center of Peking University, believes that the Chinese market is currently the center of global market competition and the most fiercely competitive market for global brands, and Chinese enterprises must hold this territory and comprehensively promote the construction of brand globalization on this basis.

Yu Lan, deputy editor-in-chief of China News Service and president of China News Network, said that a good brand means quality and credibility, and is a magic weapon for enterprises to overcome difficulties and stand in an invincible position in market competition for a long time. "I hope that the business community will continue to summarize the rules of brand building, share experience, and empower each other." China News Service will, as always, support the development of corporate brands, work together with friends from all walks of life, gather consensus on brand development, create a good atmosphere, build a communication platform, and help enhance the recognition and influence of independent brands. ”

Brand growth is inseparable from responsibility and innovation

So, in the new consumer environment, how should enterprises carry out brand building? What is the internal logic of brand growth? Several speakers invariably talked about two key words: responsibility and innovation.

Zhai Huisheng, former secretary of the party group and executive vice chairman of the China Journalist Association, believes that only brands that start from the just needs of the people's lives, take into account the interests of consumers and the interests of the country, and have a sense of responsibility and affection can have sustained vitality.

Zhang Ying, deputy dean and professor of Peking University's Guanghua School of Management, also mentioned that the values of Chinese brands should be rooted in contemporary China and truly go to the people.

In this regard, Du Shangbiao, vice president of flash delivery, also has a deep understanding. Du Shangbiao introduced that value-oriented differentiation positioning is the core of Flash's brand growth. "Word of mouth is still the number one factor driving the growth of the flash delivery business."

In terms of innovation, Zhang Yipeng, vice president of Yili Group, pointed out that in different periods, consumer needs are constantly changing, requiring brands to have in-depth insight into market trends and use innovation to meet the diversified and personalized needs of consumers.

Miao Shu, chairman and CEO of Xiaoxian Stewed Fresh Stewed Bird's Nest, also believes that if Chinese brands want to go further, they can only rely on systematic innovation, use clear standards and continuous technological innovation to promote the maturity of the entire industry, so that the track becomes longer and wider.

In the view of Hu Bin, chairman of Beijing Hongpin Culture Media Co., Ltd., an important responsibility of entrepreneurs is to lead innovation and transform traditional industries with digitalization.

When it comes to digitalization, Wang Huafeng, vice president of Tongdun Technology, believes that an omni-channel, multi-touch digital brand building system should emphasize "digital value perception and interaction" and create a digital brand marketing display system.

For brand communication, Hang Min, deputy dean of the School of Journalism and Communication of Tsinghua University and director of the Economic Communication Research Center, said that the development of digital technology has made the form of media communication more diversified, and enterprises should integrate and better integrate and apply new technology forms when brand communication, with the Internet platform as the core, and carry out more effective communication.

In addition, Chen Changfeng, executive vice dean of the School of Journalism and Communication at Tsinghua University, believes that "trust is a scarce and most precious resource in this era. Enterprises should use high-quality products and high-quality services to build the credibility of the brand and enhance the trust of consumers in the enterprise and the brand. ”

Chang Kai, CEO of Shenzhen Yimu Information Technology Co., Ltd., also mentioned that with the trend of socialization has become the new normal, brands are no longer self-talking publicity, but also need to grasp the psychological and emotional levels of consumers to build interaction and trust.

Brand building shows a trend of rejuvenation, and Generation Z has the right to speak

At the summit, Li Guoxun, vice president of Yuanqi Forest, put forward the view that "new brands should let young people have the final say". Li Guoxun introduced that Yuanqi Forest has a number of brands of beverage products, and a new brand before forming and pushing to the market, must go through product approval, research and development, testing and other links, in the Yuanqi Forest, all this is decided by young people. In other words, whether the new brand does it or not and how it does it is up to the young people to decide.

In fact, brand rejuvenation is currently a major trend in the development of Chinese brands. Behind the "young people have the final say", it also reflects the brand's pandering and response to the Z generation consumer group, because the latter is leading the new wave of consumption. The unique consumption model of Gen Z has become an emerging force driving various new consumption trends in China and accelerating the development of new brands.

According to the "China Innovation Economy Report 2021" released by China Renaissance Capital in May 2021, the overall consumption scale of Generation Z is expected to increase fourfold to 16 trillion yuan by 2035, which is the key to the future growth of the consumer market. In the future, new consumer brands and service providers such as domestic beauty, emerging food and beverage, trendy toys and social media e-commerce are particularly noteworthy.

As for how to achieve brand rejuvenation, Wang Yong, chairman of brand alliance consulting joint stock company, believes that it is necessary to achieve "five changes" and "four modernizations". "Five more" refers to more interesting positioning, more dynamic design, more experience-oriented marketing, more interesting public relations, and fresher communication; "four modernizations" refers to the rejuvenation of the team, the rejuvenation of the concept, the rejuvenation of the channel, and the rejuvenation of the language.

At the summit, DuRan, senior vice president of iFLYTEK, Guo Junwen, senior vice president of new oxygen technology, Zhang Shanshan, vice president of Tianyancha, and other guests also combined their own experience and shared how enterprises should better carry out brand building.

In Duran's view, to establish a Chinese brand, we must become the creator, interpreter and communicator of a good story. The key to telling the Chinese story well is to use technology to empower thousands of industries, constantly cross the technological gap, and realize the growth of all things in all walks of life.

Guo Junwen also said that in the past two years, the epidemic has changed the world economic pattern, and a series of far-sighted measures at the national level have brought unprecedented opportunities for the development of private enterprises.

Zhang Shanshan mentioned that tianyancha, as a business inquiry platform, while self-tempering, also hopes to become the brand endorsement of many small and medium-sized enterprises and build a new glory of Chinese brands together.

At the end of the summit, as the organizer, Fu Yongkang, vice president of China News Network and president of Zhongxin Jingwei, expressed sincere gratitude to the experts and enterprise representatives for their wonderful speeches and participation and support, and said that China is currently in a critical period of coordinating epidemic prevention and control and economic and social development, and it is more necessary for everyone to look at the brand with long-term value thinking, and look forward to the courage of the business community to make the brand bigger, stronger and better with perseverance and wisdom.

At the summit, Li Yongqiang, president of Chinese University Press, released his new book "Future Enterprise" and interpreted it.

In addition, Duan Hongbiao, vice president of Sino-Singapore Jingwei, also released the "Brand Memorabilia of April 2022" at the summit. (Zhongxin Jingwei APP)

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Editor-in-Charge: Luo Kun