Has strengthening the construction of brand power become a new proposition in the new era?

"To promote the transformation from China manufacturing to China creation, China's speed will change to China's quality, and a manufacturing power will change to a manufacturing power." The just-concluded Central Economic Work Conference has set the tone for China's economic development and pointed out the future for China's brand building. Improving the quality of economic development and strengthening the construction of brand power have become new propositions in the new era.

On December 22nd, 217 China Brand Forum hosted by People's Daily was held in Beijing. Around the "new era? New supply? The theme of "New Power", the guests at the meeting talked about the experience of brand building and the good strategies for brand development.

a new era? The weathervane of future trends

Socialism with Chinese characteristics has entered a new era, and China's economic development has also entered a new era. China's economy has changed from a high-speed growth stage to a high-quality development stage, and it is in the key period of changing the development mode, optimizing the economic structure and transforming the growth momentum. In this context, strengthening the construction of brand power has become an important starting point to promote the high-quality development of China's economy.

"The 19th National Congress of the Communist Party of China has described to the world a magnificent picture of striving to open a new journey of becoming a socialist modernized power. Brand power is becoming an important way to show the country's comprehensive competitiveness and highlight the national cultural charm, and it has become an important performance and key indicator for winning in the wave of economic globalization. " Ma Peihua, Vice Chairman of Chinese People's Political Consultative Conference, said in his speech at the opening ceremony of the forum.

The new era has set a weather vane for brand building in China. How to effectively enhance the brand influence of China and make China famous all over the world? Yang Zhenwu, president of People's Daily, believes that in the new era, we must take improving the quality of the supply system as the main direction, significantly enhance the economic quality advantage of China, and promote the transformation from China manufacturing to China creation, China speed to China quality, and China products to China brand. In this regard, he prescribed four "prescriptions": pay more attention to innovation and increase the number of brands; Pay more attention to culture and improve brand grade; Pay more attention to integrity and polish the brand background; Pay more attention to publicity and expand brand influence.

new supply? Developing quality ballast stone

"On the day when our business started, I personally boarded the plane as a waiter and built a service brand with the spirit of' shop assistant'." Talking about the entrepreneurial experience of that year, Chen Feng, Chairman of the Board of Directors of HNA Group, said this. Today, HNA has grown into a world-class enterprise and has been rated as one of the top ten airlines in the world.

"For 39 years, Galanz has only been doing one thing, that is, doing every microwave oven well. Today, one of the three microwave ovens in the world is developed and manufactured by Galanz. " Liang Zhaoxian, president of Galanz Group, said.

The report of the 19th National Congress of the Communist Party of China pointed out that to build a modern economic system, we must focus on the real economy, take improving the quality of the supply system as the main direction, and significantly enhance China's economic quality advantage. The diligent pursuit of service quality and product quality by HNA and Galanz is the epitome of China's efforts to promote supply-side structural reform and strengthen the construction of a quality power.

It is understood that among the more than 5 major industrial products in the world, the output of more than 22 kinds of "Made in China" ranks first. The contradiction between overcapacity in traditional industries and insufficient supply in mid-to-high-end industries coexists. In this process, promoting structural reform on the supply side and improving product quality and added value have become the "ballast stone" for building China brand.

"In the past few years, China has put forward a brand strategy and achieved remarkable results, which will greatly promote the transformation from China manufacturing to China creation, and then promote the construction of a world brand power." Hu Angang, president of Tsinghua University Institute of National Studies, said.

new power? The accelerator of brand power

Innovation is the first driving force to lead development, the strategic support to build a modern economic system, and the accelerator to enhance brand building capacity.

"The most fundamental thing in building a brand is innovation, so as to ensure the brand's youth and vitality." In the view of Chen Yilong, Chairman of Sunshine Kaidi Group, innovation is very important to build China brand. Today, around the company's main green ecological industry, Sunshine Kaidi has applied for more than 1, patents and more than 4 invention patents in 1 countries around the world. "In this field, we are not only the leading enterprise in China, but also the top brand enterprise in the world." Chen Yilong said.

in the past few years, the central and local governments have worked closely together, and the government and enterprises have been driven by innovation to promote the transformation from China manufacturing to China creation. The brand building in China has made great progress, and it has also reshaped the brand image of China to the world and won the respect and recognition of consumers all over the world. However, at present, China's brand building and brand economy development are still in the initial stage. Compared with developed countries, there are not enough international brands in China, and its innovation ability is not strong enough.

in the new era, to promote China from a manufacturing power to a brand power, it is necessary to accumulate the merits of size, gather the wisdom of all people and gather the strength of society. * * * It is a long way to go to promote China brand to achieve a new leap and gradually move towards the center of the world stage.