China News Service, November 9th (Reporter Chen Jing) The reporter learned on the 9th that at the "Chinese and Foreign Brand Forum" with the theme of "Brands, Better the World", a member of the Standing Committee of the National Committee of the Chinese People’s Political Consultative Conference, Vice Chairman of the China Democratic National Construction Association, Shanghai Zhou Hanmin, vice chairman of the CPPCC, said that the difference between Chinese brands and world-famous brands is gradually narrowing.

　　Zhou Hanmin believes that global brands should have three characteristics: the ability to expand the market as shown by market share; the degree of consumer preference as shown by brand loyalty; and the leadership in the industry as shown by sustained profitability.

　　It is reported that in recent years, China's urban brand building and international communication have made gratifying progress.

Li Benqian, dean of the School of Media and Communication at Shanghai Jiao Tong University and a distinguished professor of the "Changjiang Scholar" of the Ministry of Education, said that "the symbiosis of positive and harmonious coexistence" is one of the important trends in the brand building of enterprises, cities and countries in the future.

To build such a system requires a troika of countries, cities, and enterprises to go hand in hand.

Li Benqian believes that the country needs top-level design, and enterprises must make a good city's business card based on their own resource endowments or historical and cultural elements, and serve the people's better life through their own products or services.

Cities must do a good job in connecting national brands and corporate brands as a central institution, become an important carrier of national brands, and a distinctive space where corporate brands converge.

　　Ding Zuohong, chairman of the board of directors of Yuexing Group, said that as the essence of a company's management, brand is the highest state of management.

The brand of a city is the golden sign of its development. As an international metropolis, Shanghai has accumulated rich experience in city brand building.

　　In the context of globalization, to build a city brand, to a certain extent, is to further highlight the cultural connotation of the city brand itself in international communication, and demonstrate the uniqueness of the city's spirit and character.

In this sense, building a city brand is to build a city's "soft power".

It is understood that in June this year, Shanghai issued the "Opinions on Building a Strong Urban Spirit, Demonstrating Urban Character, and Comprehensively Promoting Shanghai's Urban Soft Power."

At the forum site, the "Excellent Cases for Improving Soft Power Brands" solicitation activity was launched, aiming to sum up Shanghai's urban soft power innovation work experience, discover and promote typical cases, and build urban soft power together.

　　During the interview, the reporter learned that, as the international market moves from "commodity consumption" to "brand consumption", more and more brands are closely following changes in communication channels and market environments, actively innovating, and vigorously promoting globalization strategies.

Zhang Jiantao, vice president of Coca-Cola Greater China and Mongolia, said that only by caring about the local people and communities can a brand develop in a high-quality and sustainable manner.

This is the "here, care here" that the company upholds.

The vice president pointed out that the original intention of "caring" is run through every link of development. This is the mysterious formula for the century-old store to keep its youth forever.

　　Hu Yuewu, deputy general manager of Jiangsu Jinshiyuan Wine Industry Co., Ltd., said that brand is the basic unit of market competition, quality is the foundation of brand success, and culture is the soul of the brand, and it is the force behind the success of the brand.

He believes that quality is the foundation and culture is the soul.

　　Zhou Yuanzhu, director of the Shanghai Corporate Culture and Brand Research Institute, believes that the current market consumer groups have changed, and the channels have also changed. The online is rich and colorful, and the offline is easy to find. This has brought great opportunities for the development of Chinese brands. .

Companies should talk about brands from the perspective of consumers and do a good job of consumer insights.

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