Brand is a comprehensive manifestation of the competitiveness of a company and even a country, and an important resource for participating in global competition. General Secretary Xi Jinping clearly requested that “promote 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”. The “14th Five-Year Plan” and the 2035 long-term goal outline propose to carry out Chinese brand creation actions, protect and develop Chinese time-honored brands, enhance the influence and competitiveness of independent brands, and take the lead in cultivating a batch of consumer products in the fields of cosmetics, clothing, home textiles, and electronic products. High-end brand. In recent years, Chinese companies have strengthened their brand awareness, seized development opportunities, and created a large number of well-known, well-known, and influential excellent brands. Chinese products, Chinese services, and Chinese standards have set sail to the world and become a flash in the international market. “China Business Card”.
The Sixth Plenary Session of the 19th Central Committee of the Party comprehensively summarized the major achievements and historical experience of the party’s centuries of struggle and contributed to the further unification of the party’s thinking, will, and action, and united and led the people of all ethnic groups across the country to seize the new greatness of socialism with Chinese characteristics in the new era. Victory is of great practical significance and far-reaching historical significance. The plenary meeting put forward that “based on the new development stage, implement the new development concept, build a new development pattern, and promote high-quality development”, which pointed out the direction and path for China’s brand building. We must thoroughly implement the important speech of General Secretary Jinping and the spirit of the Sixth Plenary Session of the 19th Central Committee of the Communist Party of China, better understand, grasp, and follow the law of development, and promote the high-quality development of Chinese brands.
First, strengthen the building of Chinese brands and promote high-quality development. A deep understanding and precise grasp of the characteristics of the new development stage is an important foundation for strengthening the building of Chinese brands. Brand is one of the core elements to promote high-quality economic development and enhance international competitiveness. We must seize the opportunities and face the challenges, make good use of the advantages and conditions of strong material foundation, rich human resources, and vast market space, strengthen the building of Chinese brands, create more market demand for high-quality supply, and provide new growth for high-quality development. Motivation, adding competitive vitality to expanding international cooperation.
Second, strengthen the building of Chinese brands and implement the new development concept. The new development concept of innovation, coordination, greenness, openness, and sharing must be fully and accurately implemented. Persist in innovation and leadership. Put innovation in a more prominent position, give full play to the role of the enterprise as the main body of innovation, actively promote technological innovation, management innovation, and business format innovation, so that Chinese brands can gain stronger development momentum; pursue green development. We must incorporate the concept of green development into the corporate social responsibility system, and integrate energy conservation, emission reduction, pollution reduction, and carbon reduction throughout the entire process of production, operation, and sales, so as to help Chinese brands gain a more lasting competitive advantage and promote opening up. It is necessary to improve the overseas production service network and circulation system, accelerate the international development of financial, consulting, accounting, legal and other productive service industries, promote more Chinese products, services, and standards to go global, and create broader growth space for Chinese brands.
Third, strengthen the building of Chinese brands and help build a new development pattern. It is necessary to grasp and adapt to the connotation requirements and realistic path of the new development pattern with the domestic big cycle as the main body and the domestic and international double cycles mutually promoting each other. On the one hand, Chinese enterprises and Chinese brands should take advantage of the trend and take active actions to effectively connect consumption upgrades, improve the adaptability of the supply system to domestic demand, and achieve industrial optimization and upgrade and brand development and growth in the benign interaction between supply and demand. On the other hand, Chinese companies and Chinese brands should connect domestic and international markets, insist on both “bringing in” and “going out”, learn from the experience of international excellent brands, and use global brand resources to better experience and grow in the international market. Towards the mid-to-high end of the value chain of the global industrial chain, establish a good image of Chinese brands, add new impetus and open up new space for high-quality economic development and brand building.
Fourth, strengthen the building of Chinese brands to meet the people’s needs for a high-quality life. The people’s yearning for a better life is our goal. High-quality brands are a powerful support to meet people’s needs for high-quality life. Chinese brand building must adhere to the people’s needs as the orientation, conform to the people’s expectations for a high-quality life, and shift from “has it” to “good or bad”. We must carry forward the spirit of craftsmanship, insist on quality first, build a brand with quality, provide more high-quality products and excellent services, better meet people’s needs for consumption upgrades and quality of life, and continue to increase the people’s sense of gain, happiness, and safety feel.
To strengthen the building of Chinese brands, we cannot do without sound laws and systems, and we cannot do without a market-oriented, legalized, and international business environment. It is necessary to further exert the positive role of intellectual property protection in driving development of service innovation, strengthening brand building, maintaining a good market environment, and promoting the expansion of opening up. It is necessary to continuously reform and improve the intellectual property protection system, improve the intellectual property protection system of new fields and new business forms, promote effective implementation of laws, resolutely punish intellectual property infringements in accordance with the law, and rule of law thinking and legal methods to escort the high-quality development of Chinese brands, so that “China “Quality” is well-known all over the world, allowing “Chinese brands” to shine in the world.
(Excerpt from the speech at the opening ceremony of the 2021 China Brand Forum)
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