Recently, at the 2024 World Brand Moganshan Conference jointly sponsored by Xinhua News Agency, China Brand Construction Promotion Association and other units, the "2024 China Brand Value Evaluation Information" was released, and the brand value of Naaisi Group ranked first in the daily chemical industry, and once again hit a record high. At the same time, at the 2024 "Ten Years of Chinese Brands" report conference, Naais became the only excellent case brand selected in the daily chemical industry.
The development report of "Ten Years of Chinese Brands" is a panoramic display of the development process and brilliant achievements of China's brand building in the past ten years, systematically combing the successful experience and development law of China's brand building, and making a forward-looking summary analysis report on the future development trend of China's brand building. The report launched a series of China's outstanding enterprise brand cases, China's outstanding industrial cluster cases, China's excellent geographical indication agricultural brand cases, the selected enterprises are outstanding achievements in enterprise development and brand building, not only highlighting the steady development of Chinese brands in the wave of globalization, but also with their own excellent business philosophy, to provide reference and inspiration for the development of Chinese enterprises.
As a typical representative of the development report of "Ten Years of Chinese Brands", Naais Group adheres to the development concept of "environmental friendliness, green and health" with the purpose of "only to improve your quality of life", adheres to the comprehensive innovation with "ecological science and technology innovation" as the core, promotes the deep transformation and upgrading of the industry with high technology, high efficiency and high quality, and strives to achieve sustainable green and high-quality development. Naaisi Group has ranked first in the daily chemical industry sector of the list of "China Brand Value Evaluation" and "China's 500 Most Valuable Brands" for consecutive years, and has become the only enterprise in the daily chemical industry to win the titles of "China Industry Award Commendation Award" and "China's Industrial Carbon Peak 'Leader'". Looking back on the development process of NAACE in the past ten years, the brand road it has gone through is actually a road of ecological science and technology innovation, a road of green and high-quality development, and a road of continuously meeting consumer needs and providing a better life experience.
1. The brand road of Naais is the road of ecological science and technology innovation
Every step of the development of Naais is focused on scientific and technological innovation, always at the forefront of scientific and technological innovation, constantly challenging the research and development of higher quality, stronger efficacy, more natural and green products, bringing consumers more convenient, healthier and more ecological products, and earnestly practicing the commitment of "only to improve your quality of life", constantly meeting people's higher pursuit and yearning for a better life, and presenting the world with a new experience and beautiful feeling of "good brand without borders" products.
The characteristics of scientific and technological innovation have never been formed overnight, this "innovation" gene melts in the blood of the enterprise, reflected in every stage of the development process of the enterprise, and constantly breaks through the "no man's land" of quality and category with original and subversive scientific and technological innovation, leads the continuous upgrading of innovative technology in the industry, and cultivates new kinetic energy for the development of new quality productivity. All kinds of detergents sold on the market, whether they are liquefied, concentrated, functional, or green products, are deeply affected by Naaisi products: from the disruptive technological transformation products of the Diaopai blue soap industry, to the invention patent technology products of Diaopai cleaning and sterilization, from the new generation of energy-saving and environmentally friendly innovative products such as natural soap powder and concentrated soap powder, to the "water-soluble film wrapping technology" and the super APG series of innovative "water-saving technology" that won the Science and Technology Progress Award of the China Light Industry Federation, and then to the innovative launch of natural raw materials up to 90% The above new scientific and technological ecological products super natural laundry detergent, the country's first five-cavity gel containing a variety of washing and care effects, the sports cleaning and care series products that create a new blue ocean of sports washing and care, and the layout of new track products such as pets and fragrances, etc., fully meet and lead consumers' needs for green, technological and concentrated detergent raw materials derived from nature, and use "ecological technology innovation" to refresh the washing and care experience for consumers and lead a better life.
The strong development momentum of NAAIS also comes from the continuous innovation of technical capabilities. Laying out green production, strengthening green management, and participating in the formulation of national standards, Naaisi responds to the market demand for detergents with its technical strength that highlights the characteristics of green environmental protection. Efficient water-saving technology for laundry detergent, concentrated detergent production technology, detergent safe sterilization technology...... Among the core technologies with independent intellectual property rights, many of them are leading technologies that have broken through the bottleneck of the industry, have the international advanced level and are closely related to green development. The innovation force driven by science and technology is integrating into the comprehensive high-quality transformation and upgrading of Naaisi in a new model, and has given birth to more colorful green technology products in its practice of developing new quality productivity.
Second, the brand road of Naaisi is the road of green and high-quality development
As an industry leader, Naais adheres to the concept of "environmental friendliness, safety and health", integrates the concept of "double carbon" into scientific research and technology, green production, green management and participation in the formulation of national standards, as well as related system and mechanism innovation. It is the first batch in China and the first in the industry to build a green design platform for industrial products, and the whole process should be efficient, systematic and comprehensive from the source of product design and development; Taking the lead in introducing green management of the whole life cycle of products, and integrating green and low-carbon throughout the whole process of product design, production, sales, recycling, etc., the headquarters and multiple bases have successfully established national green factories, becoming the first batch of "industrial product green design demonstration enterprises" in the country, and have been popularized in the industry as a typical case of high-quality green development for many times. Through the continuous optimization of product design, production process, consumption and use, packaging recycling and other links, the whole life process of products can achieve different degrees of emission reduction and carbon reduction, and guide and drive the synchronous high-quality development of upstream and downstream enterprises with scientific mechanisms and advanced platforms.
Headquartered in Lishui, Zhejiang, Naais is an important germination and practice place for the concept of "lucid waters and lush mountains are invaluable assets", as well as a national ecological civilization pilot demonstration area. Rooted in the beautiful scenery of Lishui for more than half a century, green is the background color of Naaisi's high-quality development. The Innovation and Development Research Institute of Naaisi International Science and Technology Innovation Park, located in Hangzhou, has a core technology platform including the industry's first "China Light Industry Key Laboratory", as well as a strong R&D team composed of many top scientists in the industry. At the same time, NAESS integrates global scientific research resources, builds a scientific and technological engine that serves the "full-chain ecological industrial system", takes "ecological technology" as the core, promotes in-depth international cooperation in related fields, and has established innovation research centers in many developed countries to strengthen the global influence of Chinese enterprises and brands. At present, many of Naais's own brand products have entered more than 70 countries and regions, the first overseas factory - Angola factory has become the country's foreign investment "national brand" window, Naaisi and Egypt cooperation projects have become Zhejiang Province to promote the "Belt and Road" construction of key projects, more "Belt and Road" countries along the overall planning of overseas factories is advancing.
The exploration of green development is actually a continuous technology-driven innovation process around green and high-quality development, a practical process of making great strides towards a world-class enterprise with the strength of a first-class domestic enterprise, and a true portrayal of Naais's leading industry reform and achieving green and high-quality development.
Third, the brand road of Naaisi is the road to continuously meet the needs of a better life
As a leading enterprise in the industry, NAESS has always adhered to the values of "only to improve your quality of life" to serve the society and consumers. From the "champion" of the single product category to the cultivation and development of dozens of leading brands of daily chemicals, from the leader of the domestic industry to the pioneer of the world market, from the cleaning and care industry to the broader ecological energy field of the "whole chain ecological industrial system", the status, scale and development scenarios of the enterprise have been continuously upgraded and iterated, but the original intention of Naaisi to serve to continuously meet the needs of consumers and lead a better life with science and technology remains unchanged.
From focusing on the "present" to focusing on the "future", from focusing on short-term benefits to focusing on the sustainable development of "environment-friendly, green and healthy" for all mankind, Naaisi people know that people's ultimate demand for "a better life" is a "environment-friendly, green and healthy" lifestyle. Therefore, building an ecological product design platform, driving green development with scientific and technological innovation, and promoting the continuous optimization and upgrading of the industry in the direction of green, low-carbon and sustainable development has not only become a firm action for the development of Naais, but also a firm concept for the benefit of mankind.
In recent years, the "whole chain ecological industry system" of Naais has become a new path to explore the value conversion of "lucid waters and lush mountains are invaluable assets", transform the advantages of "ecological science and technology innovation" of enterprises into the advantages of promoting the development of ecological industry, transform the brand value of Naais into ecological economic value, and make greater contributions to the high-quality development and beautiful economy of the country through the comprehensive innovation and expansion of the ecological industry. At present, the beauty economy has become the trend of the times, and the beauty industry has become one of the most sought-after hot industries across the country. The positioning of the whole chain ecological industry system of Naaisi is not limited to the "beauty" and "big health" industries, but all industries closely related to people's lives, and explores a new development model and innovative ways to expand the broader new field of "beautiful economy" and open up industrial boundaries. The "full-chain ecological industry system" has built four platforms of "global regional linkage", "full-chain industry integration", "new business linkage" and "diversified cooperation and integration", forming four major linkages, integrating scientific research, experience and appreciation, breaking the boundaries of traditional primary, secondary and tertiary industries, forming a new business format as the owner of the chain, and striving to create "a benchmark for the industry, a highland for the industry, and a demonstration of national ecological civilization".
In the face of future opportunities and challenges, NAAISI will firmly grasp the core element of developing new quality productivity, always adhere to the "three-step" development strategy, strive to "go in" and integrate into the trend of the times, and accelerate the development of new tracks, new fields and new industries; Strive to "go global" to lay out global development and realize international and domestic dual-cycle development; Strive to "go up" to drive enterprises to higher quality development, and make new contributions to the construction of ecological civilization and the promotion of common development.