With the theme of "Breaking the Game, Subverting, Renewing and Concentrating", the second (Global) Enterprise Innovation Practice Annual Summit was held on October 28 at shanghai Mart. Executives of Fortune Global 500 companies, new economy entrepreneurs, well-known experts and scholars in the industry, senior media people, etc. gathered together to discuss the strategies for the innovation and development of enterprises in a complex economic environment, Shanghai's construction of an international consumption center city, international frontier overseas ideas, portraits of science and technology leaders, and launched the "Great Hongqiao Digital Transformation Media Alliance".
Zhang Wei, Mayor of Changning District, Shanghai, Song Jiongming, Director of Shanghai Radio and Television Station and President of Shanghai Culture Radio, Film and Television Group Co., Ltd., Liu Min, Deputy Director of Shanghai Municipal Commission of Commerce, Liu Wuping, Second-level Inspector of Shanghai Women's Federation, Yang Yuanfei, Member of the Standing Committee of the CPC Changning District Committee and Deputy Governor of the District, Pan Guoli, Member of the Standing Committee of the CHANGNING District CPC Committee and Director of the Propaganda Department, and other leaders and guests attended the summit.
As one of the important links of the summit, the roundtable forum with the theme of "Cultivating New Supply and Stimulating New Impetus" received attention.
Chen Xinkang, Professor of Business School of Shanghai University of Finance and Economics, Chen Yajun, Vice Chairman and President of Jinling Pharmaceutical Co., Ltd., Ma Guosong, General Manager of Chenxing (Tianjin) Automation Equipment Co., Ltd., Xie Hongliang, Chairman of Nanping Youth Digital Economy Entrepreneurship Park, Zou Xiaojun, Deputy General Manager of Shanghai Jundaogui Brewing Industry Co., Ltd., and other five guests, from the perspective of academic and business operation, launched a wonderful brainstorming session on the topic of consumer product innovation, shared their respective brand operation methods, and jointly discussed with the advent of the fourth consumption era. Consumers have changed from pursuing materialism and brand effect to focusing on experience, personalization and differentiation.
【Roundtable Forum Transcript】
Haibo: With the approval of the State Council, Shanghai and other 5 cities have taken the lead in cultivating and building international consumption center cities. The "four beams and eight pillars" of cultivation and construction have been built, and the five major cultivation cities have formulated a series of policy measures and stepped up their implementation. How do you think about building a brand and product innovation in an international consumer center city?
Hai Bo, chief host of Shanghai People's Radio
Ma Guosong: I am from the general manager of Morningstar (Tianjin) Automation Equipment Co., Ltd., I may hear our company name is very long, to say the name of our company brand, our name is Astro Boy Robot. Astro Boy Robot is an expert brand in the field of parallel industrial robots.
Haibo: Listening to the name tells you how old you are this year.
Ma Guosong: When you hear it, you should know that I am around the "post-80s", which is also related to the growth experience. Because we make robots, the "post-80s" also grew up watching cartoons, and at that time, they gave a name that fit our company brand, that is, astro boy with iron arms. You may not have direct contact with our robots, but Shanghainese should have been in indirect contact with our products, as the Shanghai Vegetable Basket Project, Shanghai Qingmei Group provides almost 100% of the supply of soy products in Shanghai, in fact, the sorting of soy products is completely processed and manufactured by our Astro Boy. In addition to Shanghai Qingmei, China's first cheese automatic packaging, sorting, including in and out of the warehouse, is also made by us Astro Boy.
Ma Guosong
Haibo: You are more of a B-side, but many of the consumer goods used by ordinary people are produced by the equipment you provide.
Ma Guosong: Yes, in empowering the construction of Shanghai's international consumption center city, we should help production and processing enterprises to do transformation and upgrading, help them do intelligent and digital factories, and make them more efficient and lower prices, which is equivalent to us indirectly stimulating consumption.
Haibo: Thank you. Let's look at Zou Xiaojun, deputy general manager of Shanghai Jundaogui Brewing Industry Co., Ltd. Mr. Zou, the market worth hundreds of billions of sauce wine, the market is also robbed of many people. To create such a new power brand from Shanghai, how to help create Shanghai's business card from the first innovation?
Zou Xiaojun
Zou Xiaojun: Jundao Guijiu is a consumer goods brand, and when consumers choose consumer brands, they pay more attention to the feeling of experience. Just like today, Jundao Guijiu can talk about this topic with everyone on the forum today because I think you should be a person in the same circle as me, a person who can talk, and we will sit together and chat with wine as a medium. So the essence of consumer goods is the upgrading and replacement of consumer psychology, we can see that Shanghai as one of the core cities of China's economy, the cohesion of the brand has changed from the original more from the like consumption of imported products, and now we are more pursuing the national tide brand, the revitalization of the national brand is the biggest highlight we are currently seeing. I think what we really want to build is not how much consumption power, but how many consumer brands we want to build, which can represent Shanghai and represent China to the world.
Haibo: As a partner of "Chiming future" for two years, it can be seen that you have done a lot of new work in the development of new forces in sauce and wine since last year.
Zou Xiaojun: Our company has been studying the wine industry for a long time, and we are not in a hurry to do something, but if we do it, what is different between me and others. Because we have frequently communicated with experts and scholars in the industry before, we have discussed more topics about the underlying business logic, such as business model, process, quality assurance, etc., and from the perspective of brand operation, we hope to create a state that the brand can match in the minds of consumers. It is not that if you have money, you must consume, and you cannot consume without money, but it makes you feel that the products you consume in what kind of scene are the most in line with your psychological demands at that time, and also the most able to meet the needs of your circle of friends or table partners. I think if we can do that, such a brand is in an unbreakable position.
Haibo: Thank you.
Chen Xinkang: The international consumption center city is the layout of the national level strategy, and the construction of Shanghai as an international consumption center city is an inevitable requirement for the connection between the domestic cycle and the international cycle strategy. From this point of view, what is the enlightenment for corporate brands to go out of the circle? Or what kind of opportunities do they bring? This is a problem that every enterprise should carefully consider, because we know that to build an international consumption center city is a systematic project, which needs to work together from production, circulation, consumption, and the whole link. When it comes to the problem of national tide brands, when we study the construction of international consumption center cities, one of the constraints is the temporary lack of absolutely attractive enterprises and independent brands that are popular with consumers.
Haibo: Whether it's an old brand or a new brand.
Chen Xinkang: Yes, that's a constraint. So we must seize the opportunity that companies can truly meet the needs of consumers through innovation, which I think is also needed for today's "Future of Chiming" theme. Shanghai itself is the largest experience consumer market in China, providing opportunities for enterprise development, to B is ultimately also for the service of to C, production equipment, intermediate products, only consumers accept, and finally can drive the development of your enterprise.
Chen Xinkang
Haibo: In a sense, consumers will have a higher weight in brand building. The supply of the market is abundant, and this is an inevitable result.
Chen Yajun: I am a shareholder of Jinling Pharmaceutical. As jinling pharmaceutical, medicine is a special consumer product, so for us, to help the innovation of the city, we are more from the guarantee to play. In order to give you some understanding of our company, including our innovation, I will introduce it with four key words. "1" is that Jinling Pharmaceutical is an enterprise with a very complete health industry chain from the cultivation of Chinese herbal medicines to the production, research and development, sales of drugs, as well as medical treatment, rehabilitation and pension services. "2" is that as a state-controlled listed enterprise, after 20 years of development, we have also made a little contribution to our country and the city. In the past 20 years since our listing, our annual dividends have reached a total of 1.8 billion yuan, and the cumulative tax payment has reached 1.6 billion yuan, which is the "2" of Jinling Pharmaceutical. "3" is mainly in terms of innovation, the first is to build four innovation platforms, and now a national standard Chinese herbal medicine testing center and four Demonstration bases for the cultivation of Chinese herbal medicines have been built. "4", as Jinling Pharmaceutical, we are one of the top 50 enterprises in China's traditional Chinese medicine research and development, 520 key enterprises in the country, high-tech enterprises in Jiangsu Province, and one of the top 100 enterprises in Nanjing.
Chen Yajun
Haibo: Every company sitting on the stage wants to promote its brand more (laughs).
Chen Yajun: Because Nanjing and Shanghai are relatively close, we also want to integrate into the Shanghai metropolitan area to provide support and help for the people's better life. In addition, just now Professor Sun of the School of Management of Fudan University also talked about research and development, and we may not reach the high proportion of the science and technology innovation board just mentioned in research and development, and we calculated that it was about 2%. But we have a goal, the annual scientific research investment must be a compound growth rate of not less than 30%.
Haibo: I feel that if the Consumer Rights and Interests Protection Law is revised, medical services and financial services should be included in consumption, not just the Consumer Rights and Interests Protection Committee, for example, medical care should not only go to the Health Commission, in fact, there is also a consumption part.
Chen Yajun: I very much agree with the host's point of view, our current enterprise has been transformed into a big health enterprise, not a pharmaceutical production enterprise in the original sense.
Haibo: Let's hear about Xie Hongliang, chairman of Nanping Youth Digital Economy Entrepreneurship Park.
Xie Hongliang: Hello everyone, I am from the beautiful Wuyi Mountains in Fujian Province, our company is currently a start-up space and incubator at the provincial level in Fujian Province, in the "14th Five-Year Plan" national response to the revitalization of non-genetic rural areas, we mainly expand with one sector. The two biggest brands existing in our side are Wuyishan Rock Tea and Jianzhan. We have now formed a brand of Jianzhan and Tea, and now we have set up operation centers in Shanghai, Beijing and Guangzhou. When I came to Shanghai, I felt that the business here is very strong. The host mentioned earlier, how to integrate into the consumption circle of Shanghai? Now the whole person is impetuous in the process of life, and the fusion of the tea cup makes his heart slow down. The current sales data has reached nearly 1 billion, and the sales data of the entire tea cup in the county has now reached the market of tens of billions.
Xie Hongliang
Haibo: All enterprises have a desire for a platform, and the desire for IP is very high. For me, I would have liked to know some of your insights on branding, but you used the precious time of the roundtable forum to promote your brand first. Zou always felt that the brand of wine was difficult to fight, or was it difficult to play tea?
(Laughter)
Xie Hongliang: If you use my "Jianzhan" to drink, let the wine taste like Maotai! Next time, we invite everyone to Wuyi Mountain to feel the charm of Jianzhan and tea leaves. (Laughter)
Zou Xiaojun: All the things that brands present in the minds of consumers are not a carrier, it is a business card thing, and it will pass, but if you give it a three-dimensional feeling, with a kind of materialization, or scene-based creation, this IP will be solidified. As Mr. Chen just said, if you are just a pharmaceutical company, you are out of the drug, it may be considered to the greatest extent that you are a guarantee-type consumer product, but if you derive it to the entire health sector of medicine, health and health, its IP image will be very solidified. The same is true of wine, if the wine is just a food brand, it is nothing more than a matter of whether the bottles on the shelves look good or not. But if you make it scenario-based, your IP will be vivid and lively.
Haibo: I was only given 20 minutes today, where is that enough? To listen to a few people talk for two hours may be more energetic, thanks to the 5 to share their views on the brand, I hope to have the opportunity to see more of your insights on the first financial broadcast including other multimedia terminals. Thank you!
"Chimes of the Future" is the name of the summit, which tells the strong voice sentiment. Chime is an iconic element that runs through the birth of broadcasting since the present, and has the meaning of watching the world and synchronizing the world. A community with a shared future for mankind, no country and an enterprise can stand alone, "telling the times and the future", representing broadcasting full of vitality, using the power of mainstream media, always on the table of the world's most advanced productive forces, synchronous cutting-edge thinking, connected with the future, synchronized with the world.
"It is difficult for those who lift alone to rise, but it is easy for those who walk."
Author: Wang Junji
Editor: Zhang Tianyi
Executive Producers: Wei Xuewen, Wang Junji
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