The Rejuvenation of
China has been attaching great importance to the building of self- owned brands. In June 2016, the State Council issued an announcement to promote renowned self-owned brands and tell the stories behind these brands. In April 2017, the State Council approved the adoption of May 10 as Chinese Brand Day.
This year has witnessed the second Chinese Brand Day. At the first Expo on China Indigenous Brands and the International Forum for China Brand Development held on May 10, Wang Dong, Counsel to the Industry Coordination Department of National Reform and Development Commission, said that it is important to demonstrate the power of Chinese indigenous brands via the expo and forum, so as to improve the awareness of brand development and increase confidence in developing self-owned brands.
Chinese brands demonstrate confidence and power
As the concept of craftsmanship becomes widely accepted and China’s manufacturing industry is undergoing rapid upgrading, the focus of Chinese production is transitioning towards Chinese brands. The three-day brand expo attracted the participation of a number of famous Chinese brands. In the exhibition area for state-owned corporations, the audience was able to see displays by the China Railway, the China State Shipbuilding Corporation, the Commercial Aircraft Corporation of China and the China Aerospace Science and Technology Corporation.
The exhibition area for Shanghai covered five themes, including Shanghai service, Shanghai manufacturing, Shanghai shopping, Shanghai culture and Shanghai innovation, to describe the journey that Shanghai brands have undergone.
The largest exhibition area belonged to Guangdong Province, and was split into two parts representing Guangdong and Shenzhen specifically. The Guangdong exhibition area featured 35 companies, including Guangzhou Motor, Changlong and Yihang, covering many high-tech sectors such as e-commerce, digital communication and high- end equipment manufacturing. The exhibition demonstrated the key technologies and products of Guangdong’s brand companies and innovative SMES, promoted the brand image and created a good atmosphere for high-quality growth.
A large number of Chinese selfowned brands attended the three-day event, exhibiting the historical journey that Chinese local brands have undergone. These brands represent stateof-the- art technologies and distinct local characteristics. For example, the Chinese high-speed railway is going overseas and experiments regarding a trans- continental highway are underway. The 4,500 meter manned submersible Deep Sea Warrior and the model of the unmanned terminal of Yangshan Deep-water port were also on display, and attracted the attention of the audience.
China Railway Group Chairman Li Changjin said that innovation is the precondition for building a brand. It is important to explore the international
market armed with innovation and quality.
Wang Tongsan, Director of the China Brand Strategic Planning Institute and academic member of the China Academy of Social Science, said that, in order to promote the development of Chinese brands, it is important to focus on innovation and explore a brand development method with Chinese characteristics.
“The development of Chinese self-owned brands shall make the most of the opportunity of opening-up to promote more quality brand products and services overseas,” explained Zhang Xiaoguang, General Manager of the Brand Management Center of TCL group.
The release of the China Brand Day logo by seven government departments
The concept of brand development has been widely accepted by society. In recent years, there has been an increasing number of recommendations by the NPC and proposals by CPPCC regarding brand development. The relevant departments have issued various measures to support brand development, and some local governments have set up special coordination institutes to promote brand development. Meanwhile, companies’ brand awareness has been increasing, and many have incorporated brand upgrading into their corporate strategy.
On March 21, the press conference for the release of the China Brand Day logo was held by the following 7 government departments: the National Reform and Development Commission, the Propaganda Department of the Central Committee of CPC, the Ministry of Industry and Information Technology, the Ministry of Agriculture, the Ministry of Commerce, the State Administration of Market Regulation and General Administration of Quality Supervision, and Inspection and Quarantine.
At the press conference, the National Reform and Development Commission announced that an image of a Chinese seal featuring the Chinese character of pin will be the logo of China Brand Day. The logo combines the typically Chinese elements of Chinese characters, a sacrificial tripod and a seal.
The Chinese character pin symbolizes the high growth of the Chinese economy led by Chinese brands. The ding (sacrificial tripod) is a testimony to Chinese civilization, and the seal represents the traditional image of Chinese culture and symbolizes the national goal of brand development.
Since 2017, the National Reform and Development Commission has been working with the relevant departments to collect logo design solutions from society. Approximately 500 design creations were collected. After expert evaluation and solution optimization, the final design work was registered as the logo for China Brand Day.
Li Pumin, secretary- general of the National Reform and Development Commission, said that the release of the China Brand Day logo is a big event in Chinese brand history, and is highly significant in promoting brand development. The China Brand Day logo will become a new hallmark for Chinese brand development in the new era and will further promote the quality growth of the Chinese economy.
Zhou Guohong, the person in charge of the National Brand Program Office of Xinhua News Agency, said that each company expects to have its own golden brand, but it is never easy to achieve that. It is imperative for the company to accumulate competitiveness in the fields of products, services and key technologies, and professional service institutions also need to provide brand construction solutions to help companies integrate complex brand communication means.
China’s manufacturing is growing in terms of both quality and brand, especially due to the fact that the market share of Chinese local brands has been picking up in the daily chemical and household electric appliance industries.
Filling in the gap and strengthening Chinese brands
“Today the development of Chinese self- owned brands has become a national strategy. Building Chinese brands and developing the brand economy have become an important measure to uplifting China’s economic status in the world,” said Jiang Ming, Chairman of the China General Chamber of Commerce.
“However, we have to be clear in our minds that, compared with developed countries, China still has some gaps in brand development, including having few internationally-renowned brands, small brand influence, weak discourse power, low brand value and poor brand performance.” According to Jiang Ming, there have been larger and larger demands for branded products, especially since the rise of the Chinese middle class has led to a more urgent need for quality products and services and the upgrading of the brand economy.
“Long-term accumulation and generations of effort are required to improve brand influence and increase brand value.” Jiang Ming explained that brand building is a systemic project that requires joint efforts by the market, companies, the government and society. It is imperative to fill in the gaps in brand development.
Zhou Guohong said that there is still a large gap between the current condition of Chinese brand development and the size of the Chinese manufacturing industry and its future dream, especially in this new era when China’s comprehensive national strength is growing.
Zhou added that a batch of premium brands are needed to enrich, explain and enhance the new national image of China.
There have been larger and larger demands for branded products, especially since the rise of the Chinese middle class has led to a more urgent need for quality products and services and the upgrading of the brand economy.