Brand Building in Trade Promotion Services
— CCPIT 2018 Key Projects for Investment Promotion Released
On April 18th, CCPIT held a press conference to release its key projects with regard to trade and investment promotion in 2018, which mainly included three aspects: advance the Belt and Road Initiative, build brands in trade and investment promotion services, and strengthen the platform functions of exhibitions, World Expos and the 2019 Beijing International Horticultural Expo. Among the key projects released this time, projects withthe word “brand” in the title are not in the minority. In response to this observation, Feng Yaoxiang, Director-general of the CCPIT Department of Trade and Investment Promotion, stated, “As China’s economy has reached a new stage, we are stepping up our efforts to implement brand strategy, and are striving to keep the CCPIT’S relevant work in line with this.”
Six cutions plans fows on the strategic develepment of China’s foreign economic and trade work
Feng introduced the fact that CCPIT have proposed six action plans that focus on the strategic deployment of the country’s foreign economic and trade work.
In the promotion of exports, the CCPIT plans to launch a campaign for Chinese brands to “go overseas”, so as to cultivate China’s new advantages in the foreign trade competition. First, based on key service enterprises in the trade promotion system, the CCPIT will establish a database of key export brands and products. Second, the CCPIT will select 30 kinds of Chinese goods with export advantages, conduct a specific analysis on global trade data, especially that of countries along the route of the Belt and Road Initiative, and publish the 2018 “CCPIT Export Promotion Roadmap”. Third, through exhibitions, promotion and branch conferences, the CCPIT will organize a series of “Chinese brand” promotional activities both at home and abroad, and will also organize exchange activities such as trade facilitation forums. Fourth, putting a Free Trade Zone Strategy into place and properly negotiating and implementing free trade agreements.
In the promotion of imports, a campaign
for foreign commodities to gain access to China will be initiated with the aim of promoting trade balance. The CCPIT will focus on introducing tens of thousands of imported goods from 100 countries and regions within 3 years, and will especially expand imports of advanced technology equipment, key components, high-quality consumer goods, etc.
In the promotion of service trade, an action plan for Chinese services to go global will be launched, at the request of the Chinese government, in order to narrow the service trade deficit. The CCPIT will promote outstanding Chinese companies and “Chinese services” in the fields of culture, tourism, traditional Chinese medicine, and information technology, and will also actively support the Ministry of Culture in building cultural export bases, so as to provide enterprises in these bases with special services for trade promotion and push Chinese culture to “go global”.
In the promotion of outbound investment, a 20+20 plan for Chinese enterprises to “go global” will be carried out, and will be aimed at guiding the healthy development of outbound investment. The plan consists of two major points. First, guiding enterprises to reasonably invest in 20 selected key countries including Laos, Indonesia, Hungary, Italy, Mexico and Egypt, and encourage international capacity cooperation with these countries. Second, selecting the Great Stone Industrial Park in Belarus, the China-tajikistan Industrial Park, the Cambodia Sihanoukville Special Economic Zone and 20 other projects as key oversees industrial parks, and releasing park investment guides, in order to promote enterprises to jointly invest overseas and go global in an order way and in accordance with the rules.
In the promotion of foreign investment, the action plan “Invest in China” will be put on the agenda, which is aimed at achieving steady growth in foreign investment. This will be implemented by first conducting “an inspection on China’s Investment Environment” to improve the business environment across the country. In 2018, the CCPIT will further refine their business environment monitoring system for trade promotion, and will establish a second batch of business environment monitoring centers in 11 provincial and municipal subcouncils of CCPIT, such as in Beijing, Inner Mongolia, Anhui, Guangxi, and Hainan. Second, organizing foreign envoys and international enterprises to visit local destinations. The CCPIT have established service centers in 11 Free Trade Zones, and Feng particularly emphasized that the establishment and operation of these service centers is CCPIT’S top priority in 2018. The CCPIT will design economic and trade activities including training, lectures, business matchmaking, project negotiation, group visits, exhibition forums and other economic and trade activities based on the actual needs of the respective Pilot Free Trade Zone Management Committees and regional enterprises.
For small and medium-sized enterprises, a plan to raise the global competitiveness of SMES will be launched. The top priority for CCPIT in 2018 will be the construction and operation of CCPIT Pilot Free Trade Zone Service Centers. This includes three major points: first, the new version of the trade promotion management in the cloud will be put online between late April and early May; second, a revised version of the China Trade and Investment Network will be launched in the middle of this year; andthird, initiating the EMD National Center Project.
Endeavor to improve the standard of exhibitions in 2018
Feng added that the CCPIT will endeavor to improve the standard of exhibitions in 2018, and will further refine their Expo-holding mechanism, and will give full play to a large variety of exhibitions, World Expos and the 2019 Beijing International Horticultural Expo as information exchange and trade promotion platforms.
Reg a rdi n g holdi n g e xhibit ions overseas, the CCPIT will organize more brand exhibitions overseas and invite more well- reputed enterprises to participate in these overseas exhibitions, and will follow their strategy to ensure the quality of both foreign and overseas exhibitions. the CCPIT will prioritize the China ( Panama) Brand Exhibition, the China ( South Africa) Integrated Brand Exhibition and the China (Latvia) Electromechanical Brand Exhibition and other key brand exhibition projects, in order to consolidatethe role of exhibitions as comprehensive platforms and bring their function of trade investment and promotion to the forefront, and will ensure that exhibitors can gain a full range of benefits.
Feng took the China (Panama) Integrated Brand Exhibition as an example. He said that this is a separate exhibition project to commemorate the first anniversary of diplomatic relations between China and Panama. It will focus on cooperation and exchanges in trade, investment, maritime
The action plan “Invest in China” will be put on agenda, which aims to achieve a steady growth in foreign investment.
affairs and tourism between China, Panama, and other countries in Central America. It takes interconnectivity, high technology, and maritime cooperation as the core aims, so as to enhance mutual understanding and emphasize economic and trade cooperation between China, Panama, and other Central American countries.
In terms of organizing national exhibitions, the “One Province, One Exhibition” campaign and the “Exhibition Cities” program will be implemented. With 68 exhibitions, including the Shaanxi Silk Road International Exposition and the Guangdong Maritime Silk Road International Expo, organized by the CCPIT as key projects, each province, region, and municipality may choose to hold an exhibition, so as to coordinate the internal and external resources of the trade promotion system and enhance the international and professional level and the influence of the exhibition. Feng particularly placed emphasis on three key exhibitions: The Third Silk Road International Exposition and Trade Forum for Cooperation between East and West of China from May 11th to 15th, the China Import Expo, Kunshanfrom May 16th to 18th, which is China’s first state-level professional import fair approved by the State Council, and the 6th China-eurasia Expo which will be held in Urumqi, Xinjiang from August 30 to September 3.
Besides this, the CCPIT will actively promote the organization of the China Pavilion for the 2020 Dubai Expo, which is the first of its kind in the Middle East. China will participate in this expo with a separate pavilion covering an area of 4,636 square meters. Solid efforts will be made to prepare for the 2019 Beijing International Horticultural Expo. This Expo will be held on the 70th anniversary of the founding of People’s Republic of China. Therefore, it is one of China’s most important nationallybased diplomatic events in 2019, and is also an important platform to fully display China’s characteristics and China’s sense of responsibility as a major country to the international community.
Speaking of the idea of “branding”, Feng reinforced that exhibition-holding is a long-term undertaking for the CCPIT. Over the course of historical development, the tasks shouldered by the CCPIT during exhibitions are constantly evolving. “We put the brands first when determining our working objectives this year.”
Feng further explained: “The ideas regarding brands that we have discussed for the exhibition are separated into two categories: one is creating a brand for the exhibition itself, which means that the name of the exhibition should include the word ‘ brand’; and the second is that the selected exhibiting companies and products should be able to represent the nation’s advancements and include a truly unique brand. We hope to work to implement the brand strategy, promote our well-known home-grown brands and properly showcase Chinese brands, so as to streng then foreign consumers’ confidence in Chinese brands.”