Brand Build­ing in Trade Pro­mo­tion Ser­vices

— CCPIT 2018 Key Projects for In­vest­ment Pro­mo­tion Re­leased

China's Foreign Trade (English) - - Focus - By Lily Wang

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.”

Newspapers in English

Newspapers from China

© PressReader. All rights reserved.