Contribute brand power to high-quality development (Chinese brand China story)
Two transcripts at home and abroad have witnessed the growth of Chinese brands-in 2021, 143 Chinese companies will be listed in the Fortune Global 500, ranking first in the world; during the "Double 11" period this year, the turnover of hundreds of domestic brands on JD.com has increased by more than 8 times, Baidu's search popularity for domestic products has the largest increase in the past three years.
General Secretary Xi Jinping attaches great importance to the building of Chinese brands and clearly requires “promoting the transformation of Chinese manufacturing to Chinese creation, the transformation of Chinese speed to Chinese quality, and the transformation of Chinese products to Chinese brands”, which has pointed out the direction of efforts and provided fundamental follow for the building of a brand power.
The economy is good if the business is good.
Based on the new development stage, implementing the new development concept, building a new development pattern, and promoting high-quality development, it is necessary and right to strengthen brand building.
Leading by innovation, enhancing creativity
Innovation is the first driving force and the source of living water.
The world's first aerial building machine, the world's largest rectangular shield machine, the world's thinnest stainless steel foil... In the process of the transition from Made in China to Created in China, more and more Chinese companies use innovation to create brands and enhance their core competitiveness.
Open cooperation, gather innovation and join forces.
From 2015, the projector product became a "explosive model", to the forefront of the projection brand list in 2021, benefiting from the JD collaborative innovation industry chain, the specialization and new enterprise XGIMI Technology has performed well.
At present, JD.com is cooperating with nearly 70% of specialized and special new enterprises to provide one-stop digital technology services such as intelligent supply chain and logistics to help enterprises amplify the benefits of innovation.
"JD.com has become an important partner for many small and medium-sized enterprises to become specialized and new." said Liu Hui, director of the Jingdong Consumer and Industrial Development Research Institute.
"Single is easy to break, while others are hard to destroy." At present, more Chinese brands are shifting from "single combat" to collaborative innovation.
At the 130th Canton Fair, Galanz joined hands with Whirlpool to display the whole house smart home appliance solution.
Strong alliances and strategic cooperation will further enhance the complementary advantages and bring more innovative results.
At present, Galanz has established R&D centers and branches in more than 10 countries, and its products cover nearly 200 countries and regions.
Determined to tackle tough issues and build a powerful weapon for a great country.
In January this year, the first "Hualong One" nuclear power unit was put into commercial operation.
"The most critical and core technology of nuclear power must be based on independent innovation, self-reliance and self-reliance." China National Nuclear Corporation Party Secretary and Chairman Yu Jianfeng said, China National Nuclear Corporation aims at the forefront of world science and technology, faces the major needs of the country, and firmly grasps the core technology in its own hands. .
Behind the achievement of a series of breakthrough and landmark achievements is the scientific research of the "Hualong One" R&D team for nearly 20 years.
In 2021, marked by "Hualong One", Pakistan Karachi Unit 2, and Shandong Shidao Bay High Temperature Gas-cooled Reactor, my country will rank among the top in the world in the field of third and fourth generation nuclear power technology.
As a sports brand, Anta Group is vigorously building an integrated online and offline warehouse distribution network.
Online, through logistics digitization to strengthen user analysis and accurately allocate inventory; offline, extensive use of AGV (automated guided vehicle), etc., increase delivery efficiency by 30%.
During this year's "Double 11" period, Anta shipped more than 13 million orders, and Smart Logistics provides consumers with a better shopping experience.
Keep improving and promote quality improvement
Quality is the life of a brand. Ensuring quality and safety and improving quality are an important prerequisite for the development of high-quality Chinese brands.
High quality comes from consistent persistence.
Since its establishment in 1951, Moutai has grown from a "small workshop" with 39 employees and an annual output of 75 tons to a large modern enterprise with more than 40,000 employees and an annual production capacity of 56,000 tons.
"In the past 70 years, every time the production capacity is increased, we must first ensure the quality of production." Ding Xiongjun, Secretary of the Party Committee and Chairman of Maotai Group, believes that quality is the lifeblood of enterprise development.
Moutai promotes "big quality" management and control to cover the entire company. Today, 39 quality specialists, 13 quality supervisors, and nearly 300 full-time staff have been established in 29 wine workshops, 7 koji workshops, as well as important links such as packaging and supply. Inspectors and more than 2,300 part-time inspectors.
High quality comes from the ingenuity of dedication.
Yili has innovated and developed a smart ranch big data analysis application platform 3.0. Breeders can grasp the dynamic information of each cow in real time, carry out precise feed feeding, ensure the scientific diet and health care of the cows, raise healthy cows and express high-quality milk.
Hey tea is also repeatedly "real" in terms of raw materials.
The company spends one million yuan every year to cultivate organic tea, and the product can achieve rapid sales growth in just a few years.
As small as a glass of milk, as large as real estate infrastructure, outstanding brands are working hard on their "internal strength."
After a detailed investigation of the needs of 4.5 million owners, Country Garden launched the "Star, House, Cloud, and Sky" series of products this year, setting a benchmark for the industry with high quality.
High quality comes from strict and meticulous checks.
The board was soaked in hot water at 80 degrees Celsius for 109 hours, and it was still intact; the coating was wiped 100,000 times, and the hydrophobicity was still excellent... In the life laboratory of Hengjie Technology Innovation R&D Center, there are more than 700 reliability test platforms for a moment Constantly, just to let the product pass the most stringent test.
"Persevere in heart, focus on quality", adhering to this brand spirit, Hengjie has grown from a single ceramic sanitary ware factory to an intelligent manufacturing base with five categories of smart products and shower rooms.
"Quality is the top priority of Hengjie. Focus on quality to create more room for development." said Ding Wei, CEO of Hengjie Sanitary Ware Group.
Acting positively, demonstrating brand responsibility
From product to brand, it is not only performance, technology and quality, but also spirit, pattern and responsibility.
In recent years, a large number of Chinese brands have taken the initiative and acted actively, demonstrating their value in serving the overall situation of the country.
Actively integrate into the national strategy——
Enterprises have responded to the comprehensive promotion of rural revitalization.
Yili organized and carried out animal husbandry training courses, which helped 5 million farmers get rid of poverty and become rich; Ping An of China created a “safety, revitalization and protection” model to accurately support the development of the agricultural industry; OCT through the excavation of rural endogenous culture, the protective development of intangible cultural heritage, etc. Empowering villages; China Life plans a charity tour of "Building Dreams Together" and invites rural children to visit and learn in Beijing.
To help achieve the goal of carbon peak and carbon neutrality, the company is committed to the front line.
SPIC "Nuanhe No. 1" has built the country's first "zero-carbon" nuclear heating city in Haiyang, Shandong, and promoted clean heating in winter.
According to reports, the project can replace 12 coal-fired boilers. Each heating season can save 100,000 tons of coal, reduce 180,000 tons of carbon dioxide, 1,188 tons of sulfur dioxide, 1,123 tons of nitrogen oxides, and 1.3 million GJ of heat. It will greatly improve Atmospheric environment and marine ecological environment during heating season in Haiyang City.
In addition, China Green Development has developed and constructed new energy projects in 12 provinces including Inner Mongolia, Jiangsu, and Qinghai, including wind power, solar thermal power generation, and energy storage; China Construction Bank has increased its green credit investment to support and cultivate green industries. As of the end of September this year , Green loans exceeded 1.66 trillion yuan.
Serve the people for a better life——
Research and develop healthier skin care products and nutritious foods; develop the world's first "5G film transmission automated projection system"... China Poly has successively launched diversified products and services.
"To contribute more to improving the quality of people's lives is the core of the Poly brand." said Liu Hualong, secretary of the party committee and chairman of the China Poly Group.
Starting, accelerating, and turning, Baidu's self-driving car drove to the destination smoothly and freely.
"We strengthen research and development in order to allow'smart cars' to enter the homes of ordinary people faster." Li Zhenyu, senior vice president of Baidu Group, said that Baidu is committed to making digitalization better benefit the people's livelihood.
It is a true portrayal of Wuliangye's insistence on ingenuity and quality.
Li Shuguang, Chairman of Wuliangye Group, said that we are aiming to meet the new demands of consumption upgrades, and take the supply-side structural reform as the lead to comprehensively promote greater innovative development, transformational development, and leapfrog development.
Efforts to practice social responsibility——
In the face of sudden and major disasters, many companies have come forward and donated generously.
During the flood in Henan in July, Maotai donated 50 million yuan to support flood prevention and disaster relief. Sunac donated 20 million yuan to guarantee the purchase of materials; in October, when the Shanxi rainstorm occurred, Anta donated 20 million yuan in cash and materials for emergency assistance... Vehicles and supplies are gathered into full of positive energy.
“There is no shortcut to brand building. It is necessary to integrate social responsibility into all aspects of production, management, and operation, be upright and solid, and work hard for a long time, so that the'Golden Signboard' can still shine through trials and hardships,” said Zong Qinghou, chairman of Wahaha Group.
"In the face of competitive pressure and uncertainty, brand building is an inherent requirement to improve quality and efficiency." According to Xiaojuan Changjiang, School of Public Management, Tsinghua University, quality is the foundation, innovation is the core, and responsibility is the responsibility. In the new stage of high-quality development, Chinese brands are bound to inspire strong competitiveness and far-reaching influence.
Our reporter Qiu Chaoyi and Han Xin