Xinhua Finance and Economics, Hangzhou, May 11 (Reporter Ma Yueran) Clear water and green mountains, thousands of bamboo seas. On the 10th, the 2024 World Brand Moganshan Conference and Brand Credit Construction Forum was held in Deqing County, Zhejiang Province. Many Chinese brands gathered at the foot of Mogan Mountain and Fengqi Lake, and conspired on how to forge new advantages for the development of Chinese brands by promoting the cultivation of new quality productivity.
Brand building is an important starting point for high-quality development. With the in-depth development of a new round of scientific and technological revolution and industrial transformation, the concept and practice of brand development are undergoing profound changes. Experts at the meeting pointed out that accelerating the development of new quality productivity is not only an objective requirement for the liberation and development of productivity in the new era and new journey, but also an inevitable choice to promote brand credit construction and achieve high-quality development.
Explore the way of new quality productivity to promote brand "renewal".
"The era of 'good wine is not afraid of deep alleys' has generally passed, and good brands are empowered by digital intelligence, and their innovation, influence, and communication power will be greatly improved." Yang Zhiming, special researcher of the Counsellors' Office of the State Council, president of the China Labor Society, former deputy secretary of the party group and executive deputy minister of the Ministry of Human Resources and Social Security, pointed out that at present, new quality productivity is an inherent requirement for high-quality development, and the realization of high-quality development requires the innovation of digital intelligence to empower brands, and the action of "artificial intelligence + brand credit construction".
Yang Zhiming said that it is necessary to continue to create new advantages of brand credit, with the help of the all-media matrix, upgrade the "credit", "quality" and "brand" and expand the "scene" of marketing online live broadcast with goods, and form "credit to guide consumption" and scene "activation" consumption, with "credit + people + goods + field + data + intelligence" and other new highlights of communication, so that "resource brand" and "industrial brand" will leap to "digital brand" and "smart brand".
Li Yue, vice president, member of the Standing Committee of the Party Committee and director of China Economic Information Agency, said that as a national high-end think tank economic research center of Xinhua News Agency, China Economic Information Service attaches great importance to discovering and researching the practice of brand credit construction, and constantly summarizes new experience, develops new applications and shapes new scenarios for new quality productivity to promote brand credit construction.
Specifically, Li Yue introduced that since the beginning of this year, China Economic Information Service and professional institutions have launched the "New Modern Brand Research Project and Typical Case Collection Activity" to promote the co-creation, co-construction and sharing of brand building innovation experience, and released the "Brand Credit Construction Typical Case Collection Activity" excellent cases and brand credit evaluation system, and strive to inject strong impetus into the high-quality development of Chinese brands through the trend exploration of new quality productivity.
Brand vitality empowers the new quality growth power of the city
Huang Shuangshuang, member of the Standing Committee of the Deqing County Party Committee of the Communist Party of China and deputy county magistrate of the People's Government of Deqing County, said that Deqing County will take brand building as an important starting point to support the economic and social development of the county, especially in the field of food and medicine, through the cultivation of leading enterprises, the creation of innovation platforms, and the mining of industrial characteristics, it has continued to strengthen the construction of industrial brands, and has formed a number of high-quality brands such as Zuoli Pharmaceutical and Qingchunbao.
Peng Xin, member of the party group and deputy director of the Medical Security Bureau of Jinan City, Shandong Province, said that Jinan City continues to cultivate advantageous brands in the health industry, and as a national pilot city for long-term care insurance, it has established a long-term care insurance system covering 8.67 million insured people in the city. By connecting the advantages of medical treatment, medicine and the linkage of the three medical services, Jinan City implements people-oriented and precise policies, optimizes the mechanism to prescribe the right medicine, and empowers data to achieve information exchange, so as to actively ensure supply around demand. At the same time, we respect tradition to strengthen the country's medicine, and the joint procurement of traditional Chinese medicine has achieved the first in the country.
"From the 56 old jujube trees in the courtyard to the current winter jujube industry of nearly 300,000 mu, the Zhanhua winter jujube brand has become a national well-known trademark, with a brand value of 5.611 billion yuan, ranking first in the jujube category." Chen Yujuan, deputy secretary of the Zhanhua District Party Committee and first-level researcher of Binzhou City, Shandong Province, said that since 2021, the Zhanhua District Party Committee and the district government have vigorously implemented the "double increase and double lifting" project of Zhanhua winter dates, that is, increasing the area of facility agriculture and increasing the planting area of "Zhan Dong No. 2", improving the quality and efficiency of the industry, increasing the income of jujube farmers, and realizing the gorgeous "transformation" of the Zhanhua winter jujube industry.
The strength of scientific and technological innovation forges the charm of "Chinese brand".
In the view of Zhang Yunling, deputy general manager of Yiling Pharmaceutical and chairman of Yiling Health Technology, brand credit construction is a long-term project, and the concept of sustainable development of the enterprise should be continuously deepened by doing a good job in standardized management, scientific and technological innovation, green development, giving back to the society, and caring for employees.
For example, Zhang Yunling said that in terms of scientific and technological innovation, as of the end of 2023, Yiling Pharmaceutical has undertaken and completed more than 60 national innovation and industrialization projects such as national 973, 863, national major new drug creation, and national key R&D plans; Won 6 national science and technology awards; It has achieved 14 research and development patents and new drugs. Enterprises continue to promote innovation and deepen the construction of brand credit.
"The construction of brand credit not only depends on the credit of the enterprise itself, but also closely related to the innovation ability of the enterprise." Fan Jiachen, director of Zhejiang Senge Intelligent Kitchen Appliance Co., Ltd., believes that the vision and concept of enterprise innovation and innovative technology development will help the brand build credit. By focusing on the pain points of users, innovation drives value creation, which is conducive to creating mutual trust and creating brand credit assets.
"Liquor making is a traditional skill that has been inherited for a long time, and the productivity of the liquor industry interprets innovation and development in inheritance, constantly promoting the transformation and upgrading of the liquor industry, and realizing the 'new' of brand high-quality development, the 'new' of culture, and the 'new' of marketing." Gao Yalan, deputy general manager of Shaanxi Xifeng Liquor Co., Ltd., said.
"Enterprises have been able to achieve remarkable results in brand credit construction and dissemination, focusing on the implementation of strict quality management and credit management." Wang Donghai, general manager of Sichuan Amakusa Rundong Biotechnology Co., Ltd., said that the company has strengthened scientific research and technology promotion and application in key links such as improved seed breeding, product deep processing, and quality standards, and has continuously enhanced its brand influence by applying for the geographical indication of Tiandong authentic medicinal materials and Tiandong GAP certification.
In order to accurately portray the brand credit status and comprehensively reflect the brand credit risk and trend, the "Xinhua Brand Credit Evaluation System" constructed by China Economic Information Service was released during the forum. The "2024 Typical Cases of Brand Credit Construction in the Field of Big Health" was also released at the same time. In addition, the local specialty food credit promotion action - and the awarding ceremony of entering the Xinhua credit platform and the launching ceremony of the "special action to promote consumption by credit" were held. Tongguan Shengtong Catering Management Co., Ltd., as the first local specialty food enterprise to join the action, settled in the Xinhua credit platform.
Editor: Xing Lisha
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