Global influence continues to enhance Chinese brands and share with the world
2021.05.12 11:28 | Operate
Bi Lei, People's Daily Online
On May 10th, the fifth Chinese brand day arrived as scheduled.
In recent years, the influence of Chinese brands has gradually expanded, and the recognition and reputation have been significantly improved, attracting more and more attention at home and abroad.
According to the reporter, in the "Chinese brand, the world shares; At the 2021 China Brand Day with the theme of "Gathering force, Leading New consumption", CNNC will display the "Hualong One" nuclear reactor type, representing the forefront of nuclear power technology in the world and unveiling the mystery of a new generation of nuclear power plants; Aerospace science and technology, aerospace science and industry will respectively display the Chang 'e-5 lander, ascender and Kuaizhou launch vehicle, Xingyun satellite, etc. In addition to displaying the "Red Flag" brand car, China FAW will also display its first self-developed hydrogen engine.
Behind the rapid rise of Chinese brands and going to the world is the sustained force driven by innovation and the continuous injection of cultural connotation, the accelerated consolidation of the quality foundation and the increasing improvement of institutional protection, and the strong development resilience and internal driving force of China's economy.
The influence of Chinese brands continues to rise
In the past year, the sudden outbreak of the novel coronavirus pneumonia has brought tremendous pressure to Chinese enterprises, and all walks of life are undergoing major tests. However, Chinese brands have risen to the challenge and become a booster of China's economic development.
The "2020 China Enterprise Brand Development Research Report" jointly released by multiple institutions shows that consumers' comprehensive perception of Chinese brands has become stronger, and up to 80% of the respondents believe that the influence of Chinese brands is rising in recent years. This is not only due to the improvement of the service level and product quality of Chinese enterprises, but also the strong cultural confidence of Chinese consumers has a positive impact on the improvement of influence.
Data show that for more than a decade, China's brand building has achieved impressive results. In 2005, only 4 Chinese brands were selected in the "Top 500 World Brands" released by the World Brand Lab. In 2020, there are 43 brands on the list.
The number of Chinese companies on the 2020 Fortune Global 500 list has surpassed that of the US for the first time.
Experts said that in recent years, the reason why Chinese brands continue to develop and brand influence continues to improve, which is the most fundamental reason for China's economic development. China has become the world's second largest economy, which will inevitably drive the growth and expansion of Chinese brands. Economic development is strong consumption, and strong consumption has laid a solid foundation for the birth of strong brands. In turn, a strong brand will promote consumption, thus promoting economic development, which is a virtuous circle.
"Enterprise is the main body of market competition, but also the main body of brand building." Xia Nong, a first-level inspector of the Industrial Development Department of the National Development and Reform Commission, said that to continue to promote brand development, it is necessary to give full play to the decisive role of the market in resource allocation and better play the role of the government.
Technology Boosts Chinese Brands to Go Global
Brand is competitiveness and vitality. Brand is not only a business card of a company, but also a symbol of a country's soft power.
From the past "made in China" to the present "made in China", whether it is physical products, or scientific and technological products, Chinese brands have an important position in the global market, especially the home appliance industry, which represents scientific and technological innovation, plays an important role in the global home appliance market.
Taking Gree as an example, in November 2017, Gree became the maker of the national standard for air conditioning in the United States and Canada, and issued the voice of China on behalf of Chinese home appliance enterprises. In April 2018, Gree Electric Appliances, as the only enterprise unit in the Chinese delegation, participated in the formulation of IEC air purifier standards and promoted the development of the industry with a high degree of professionalism. In 2020, two proposals for photovoltaic international standards led by Gree Electric Appliances were approved by a high vote, once again allowing Chinese technology and Chinese standards to serve the world.
"In the next few years, I hope the Gree brand can really penetrate into different areas, so that more people can more identify with the Gree brand and more identify with made in China after using it." Dong Mingzhu, chairman of Gree Electric Appliances, said in an interview that during the "14th Five-Year Plan" period, an important plan of Gree is to go international. "If we want to be international, we need to promote Chinese brands, and we need to change the eyes of the world and change the image of made in China in the world." "She said.
According to the 2020 Top 100 Most Valuable Chinese Brands Report, the infrastructure, expertise and brand power that Chinese companies have accumulated over the past three decades in the process of manufacturing goods for the world is pushing China to a tipping point. Over the next decade, China will shift from production to creation, from low-cost manufacturing to "brand-driven."
Zhou Yunjie, president of Haier Group, said that the formation of the new development pattern of the double cycle lies in the transformation from "made in China" to "created in China" and from "Chinese products" to "Chinese brands", so only by promoting the brand to become a world famous brand can the brand become the core driver of the double cycle. Creating China's own brands in the world can give play to the leading power of Chinese brands in allocating resources in the global market, which is an important driving force for Chinese brands to become an unimpeded domestic and international double cycle.
According to statistics from the General Administration of Customs, in the first three quarters of 2020, the cumulative export volume of China's home appliance industry reached 59.069 billion US dollars, a year-on-year increase of 9.1%; The cumulative import volume reached 3.122 billion yuan, a year-on-year decrease of 7.7%; The cumulative surplus was $55.947 billion, a year-on-year increase of 10.2%.
Industry insiders believe that in order for Chinese enterprises to truly be strong, they must go global with their brands and culture. A brand is a symbol of a country or a company's culture and management capabilities. Without a global brand, a country is destined to become a powerful country. I believe that in another 20 to 30 years, China will produce a large number of world-class brands and become a brand powerhouse.
Make Chinese brands more confident and self-reliant
Brand is the common pursuit of producers and consumers, is the direction of supply side and demand side upgrade, is an important embodiment of the comprehensive competitiveness of enterprises and even the country. Strengthening brand building is conducive to promoting the transformation of an economic power into an economic power, is conducive to meeting people's higher material and cultural needs, and is conducive to promoting Chinese culture and improving China's image.
Although the global influence of Chinese brands continues to increase, brand influence does not represent brand value. According to the 2019 "Best Global Top 100 Brands" released by brand consulting firm Interbrand, China has only Huawei on the list, there are as many as 51 American brands on the list, Japan has seven brands such as Toyota, and South Korea has three brands such as Samsung on the list.
Jin Bei, member of the Chinese Academy of Social Sciences and former director of the Institute of Industrial Economics, pointed out that the current road of self-improvement of Chinese brands is still full of challenges, and high-quality brand construction has a long way to go. In some areas, we are still trying to shift to a high-quality development path, but we have not reached a high-quality state. He believes that the foundation of the value of the brand lies in the accumulation of down-to-earth, and the self-confidence of the brand comes from long-term perseverance. It is the strategic direction of China's brand building to implant the essence of high-quality development into people's hearts, integrate it into life, show the world, and pursue people's satisfaction based on efficiency, fairness and safety. The real economy is a solid foundation for high-quality brands, brand building not only needs publicity to boost, but also needs to use real efforts in practice.
How to enhance the global influence of Chinese brands? Ding Shizhong, chairman and CEO of Anta Group, also gave his own suggestions. He pointed out that we should strengthen industrial policy support, optimize the global supply chain layout of Chinese enterprises, and promote China's industry to move towards the middle and high end of the global value chain. At the same time, we will build the global procurement capability of Chinese enterprises and build a mutually beneficial and win-win supply chain cooperation system.
Wang Haizhong, a Chinese brand management scholar, said in an interview with the media that through the establishment of "China Brand Day", more Chinese enterprises can realize the importance of brands and make more investment in brands, and the brand intangible assets of Chinese enterprises will increase. In this way, "made in China" products will generate a brand premium over competitors, which will broaden the profit margin for individual enterprises. If a country can have more and more internationally renowned brands, the economic perspective of the country is also clearly enjoying the brand premium.
Today, China's economy has entered a new stage of high-quality development, and Chinese brands are ushering in an important period of opportunity for development. Under the background of vigorously promoting the transformation of "Made in China to create in China, the transformation of China's speed to China's quality, and the transformation of Chinese products to Chinese brands", it is believed that more and more Chinese enterprises will actively help the rise of Chinese brands, promote China's steady progress from "economic power" to "economic power", and let Chinese brands share with the world.
Source: People.com.cn
