On May 11, the 2024 World Brand Moganshan Conference opened in Deqing, Zhejiang. With the theme of "Brand, Make the World a Better World", more than 4,000 representatives from all over the world gathered together to focus on global brand topics, gather global brand views, and voice global brands.
On the same day, the "New and Good - Global Brand Innovation and Development Think Tank Forum" was held at the same time, and leaders from regulatory departments, authoritative experts from universities, research institutes and industry associations, entrepreneurs from industry leaders and other people from all walks of life gathered together to carry out wonderful thought sharing and high-end dialogue.
Jing Ruyue, member of the party group and secretary general of Xinhua News Agency, and Guo Bensheng, secretary of the party committee and editor-in-chief of Outlook Weekly, delivered speeches respectively. Zhou Haijiang, President of the China Chamber of Commerce for International Cooperation in the Private Economy and Chairman of the Board of Directors of Hongdou Group, was invited to attend and deliver a keynote speech, sharing and exchanging the experience and practices of Hongdou in cultivating new productivity and building high-quality brands with the "three major supports".
Southern red beans send acacia. The cultural connotation of the "red bean" brand originates from Wang Wei's "Acacia" poem, starting from a small handmade workshop in 1957, and developing to today's top 100 private enterprises and manufacturing enterprises in the country, in the baptism of 67 years, the red bean is more and more fresh and vibrant, and the original intention of "insisting on independent brand building and promoting the light of national brand" has never changed. In June 1985, it successfully registered the "red bean" trademark, and now has three well-known trademarks in China, "red bean", "Maxima" and "HODO", and in June 2010, red bean was recognized by the State Trademark Administration as the only trademark strategy implementation demonstration enterprise in the clothing industry. In 2023, the World Brand Lab announced the list of China's 500 most valuable brands, and the red bean brand ranked 78th.
At the forum, Zhou Haijiang shared his experience in building his own brand from the three dimensions of technology, culture and social responsibility of the brand. The first is to do a good job in the technical support of high-quality brands. Zhou Haijiang said that half of the brand is technology. To build a high-quality brand, technology is the first, Hongdou has always adhered to the core position of scientific and technological innovation in the overall development of the enterprise, and has applied for a total of 5,000 national patents. Hongdou has carried out in-depth technological innovation in intelligent manufacturing, industrial Internet, scientific and technological research and development and product innovation, which has promoted the high-quality development of the enterprise. In particular, the 0-sense comfortable shirt launched by Hongdou Men's Wear has sold more than 1 million pieces so far, creating a sales record for men's clothing.
The second dimension is to do a good job in the cultural support of high-quality brands. Zhou Haijiang emphasized that "the other half of the brand is culture". He said that on the one hand, red beans are rooted in traditional culture and form a red bean culture with love culture as the core. On the other hand, the Red Bean Qixi Festival has been successfully held for 23 sessions, and the Qixi Festival has also been listed as one of the "our festivals" by seven ministries and commissions including the Central Propaganda Department. In addition, leading the corporate culture with party building culture is the most distinctive feature of Hongdou, Hongdou always adheres to the guidance of party building, firmly "listens to the party, follows the party, and feels the party's kindness", and transforms the party building culture into mass culture. For example, the first enterprise version of "Di Zi Gui" launched by the group allows the ideological education of employees to "moisten things silently".
The third dimension is to do a good job in the social responsibility support of high-quality brands. Zhou Haijiang said that Hongdou actively does a good job in three positions, including development positioning, internal positioning and social positioning. For example, in terms of internal positioning, Hongdou has formed a unique "four casts and four haves" project, allowing employees to fully share the development results of the enterprise. Hongdou has also become the only private enterprise selected as the first batch of pilot units for the construction and reform of the national industrial worker team. For example, in terms of social positioning, Hongdou advocates the concept of "win-win for all parties", actively serves and obeys the overall development of the country, and builds and operates the Sihanoukville Special Economic Zone in Cambodia. As of 2023, the Westport Special Economic Zone has introduced a total of 180 enterprises (institutions) from China, Europe, the United States, Southeast Asia and other countries and regions, creating about 30,000 jobs. The total import and export volume of enterprises in the region reached 3.362 billion US dollars, a year-on-year increase of 34.86%, accounting for about 7.18% of Cambodia's total import and export trade.
Zhou Haijiang believes that the concept of "promoting the transformation of Chinese manufacturing to Chinese creation, Chinese speed to Chinese quality, and Chinese products to Chinese brands" put forward ten years ago has pointed out the direction for the high-quality development of China's economy. Brand is the comprehensive embodiment of the core competitiveness of enterprises and even the country, only a strong Chinese industrial brand, in order to gather a strong force, let us stand up the backbone of the Chinese nation, step by step to realize the Chinese dream.
Source | Red Bean Group
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