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On The Sixth Anniversary Of China'S Brand Day, We Explore Whether There Is A Future For Enterprises Without Brand Awareness

2022/5/13 15:34:00 0

Brand Day

May 10 this year is the sixth session of the Chinese brand day approved by the State Council. On this day last year, I was invited by the Marketing Research Association of China's colleges and universities to write a few thoughts on the topic of "the fifth anniversary of China brand day, what is our real progress?". In this article, I briefly review the five years, what real progress has China's brand strategy brought to us? The key words are: national innovation, sense of mission driven, peer-to-peer western theory.

This year, we seem to be in a special social atmosphere because of the repeated outbreaks. But I still want to follow the main line of last year and summarize some dynamics and evolution. Progress is the main theme of the times. In the long history, although the annual progress is insignificant, the records left in the annual rings of time are precious for exploring the power of the moment.

This year, the new progress of national innovation

Innovation is the life of a brand. Innovation is not only the competitiveness of a country, but also the driving force of the evolution of human civilization. National innovation is the fundamental guarantee to promote enterprise innovation and build brand vitality. "Innovation is the first power to lead development", and our progress is from "innovation driven development" to "Innovation led development". This means that the status of innovation in the national development strategy is constantly improving, and its contribution to economic development is increasing.

According to the 2021 global innovation index report released by the World Intellectual Property Organization (WIPO), China ranks 12th in the global innovation index list, two places higher than that in 2020. Since 2013, the ranking has been steadily rising for nine consecutive years with a strong momentum. The only economy in the top 30 is still in the top 30. In terms of income rating (according to the world bank income group classification in July 2020), China belongs to the middle and high income level. In this category, China ranked first. The report spoke highly of China's progress in innovation and stressed the importance of government decision-making and incentives to promote innovation. In 2021, the proportion of intellectual property income in total trade continues to improve, which indicates that China is gradually transforming from a big country of introducing intellectual property rights to a big country of creating intellectual property rights. The education reform and investment in human capital play an important role in promoting the national innovation ability.

The key word of the government work report delivered by Premier Li Keqiang at the fourth session of the 13th National People's Congress is "innovation". In the government work report at the fourth session of the 14th National People's Congress this year, the core keyword is still "innovation". There are 36 times in the full text, involving entrepreneurship and innovation, business environment innovation, governance innovation, reform innovation, regulatory innovation, technological innovation, regional innovation, etc. The key to the future development is to improve the overall innovation ability of the country. First of all, we should strengthen the construction of market system infrastructure and provide environmental support for the enhancement of national innovation capacity. The report points out that it is necessary to carry out pilot projects of business environment innovation and strengthen and innovate supervision; We will implement the ten-year plan for basic research and give full play to the role of universities and scientific research institutes. Secondly, we should promote the market-oriented allocation of factors and other reforms, and increase the incentive for enterprise innovation. We will continue to implement the policy of additional deduction of R & D expenses, increase the proportion of additional deduction of R & D expenses of manufacturing enterprises to 100%, deepen the combination of production, teaching, research and application, promote the transfer and transformation of scientific and technological achievements, and promote the flow of resources and knowledge to enterprises through a series of measures. Finally, we should encourage and guide the reform and innovation of private enterprises to build a pro Qing government business relationship; We should promote entrepreneurship, support entrepreneurs to focus on entrepreneurship and innovation, and secure business development, and promote enterprises to increase investment in R & D, and cultivate and expand new functions.

The relationship between innovation and brand needs to be deeply understood. In the textbook strategic brand management (Renmin University Press of China, June 2021), I put forward the theory of brand dual nature. Inheritance corresponds to the nature of brand gene, while innovation corresponds to the nature of brand growth. The brand protects the company's innovation and makes it successfully guide the competition. Unremitting innovation gives brand new meaning, content and characteristics, and accumulates and shows the differences of long-term development of brand. Brand identity condenses the gene and soul of enterprise product innovation, endows the extension of enterprise innovation, and emphasizes the exclusive right of enterprise to innovation. On the other hand, it provides the national brand reputation and innovation resources to promote the development of international business brand.

In December 2021, the national brand strategy research center in charge of me released the summer "national champion brand strength ranking list" for the second time. The list is the best brand "on the list", that is, on the basis of Interbrand and brandz two famous brands list, 39 brands that jointly enter into the "China's best brand list" in 2020 are selected. The new concept and measurement method of "connection between brand and country" are adopted, and the results of "national champion brand strength ranking" are obtained through large sample survey in China. They reflect the representativeness of "brand" to "China" in the minds of consumers and the degree of relevance between "brand" and "China". The connection between brand and country is composed of two dimensions: from China Association to brand strength; From brand association to the strength of China. The total explanation rate of the two dimensions was 75.68%.

Consistent with the calculation method of the first index list, this time we divided 39 brands into two categories: technology led (16 brands) and non technology led (23 brands), and made a new calculation based on the original data of the big summer list. The results showed that the annual index of brand strength of science and technology leading national champion was 76.29 points, and that of non technology leading national champion brand strength was 71.09 points, there was a significant difference between them (P < 0.05); The former was 69.77, while the latter was 62.93, with significant difference (P < 0.05); From the index of brand association to country, the former was 82.20, the latter was 78.48, there was a significant marginal difference between the two (P < 0.1)< p="">

Our results once again show that, in the general view of consumers, technology led brands are significantly more closely related to the country than the non technology leading brands in the national champion team. The strength of science and technology effectively promotes the brand to win a stronger national status, and scientific and technological innovation constantly improves the image of a great country. This also shows that the national policy of innovation leading development will lead the national strategic direction for a long time, and will continue to show a significant effect in the enterprise brand strategy.

This year, new progress driven by a sense of mission

The sense of mission endows brand meaning, brand meaning shapes brand values, and brand values lead the long-term development of brand. At the level of enterprises and entrepreneurs, the sense of mission promotes us to rethink the new paradigm and pattern of brand creation, and surpass the stage of brand functionalism. "Science and technology reshape humanities, humanities guide science and technology", I put forward the dual brand strategy, that is, science and technology and humanities drive the long-term development of brands. If technology is the use of brand development, then the humanities is the body of brand development.

Tencent has been transformed from an Internet company into an Internet based technology and culture company since it formally proposed the new mission of "user-oriented, technology oriented" in 2019. On April 19, 2021, Tencent released its fourth strategic upgrade in the history of the company, put forward the strategy of "sustainable social value innovation", and announced the establishment of "sustainable social value division" with 50 billion yuan as the first phase investment, and explored the fields of basic science, education innovation, rural revitalization and public welfare digitization with the mission of improving science and technology. The founder of science and technology is Ma Teng's choice. Its core path is to comprehensively improve the production, use and protection of food, energy and water through artificial intelligence technology, so as to build a millennium sustainable earth.

At the Wuzhen summit of 2021 World Internet Conference, Alibaba CEO Zhang Yong formally proposed two major strategies around social responsibility, namely ESG and common prosperity, thinking about how to bring more beauty to social development with the power of platform and technology. First, Alibaba has set up a sustainable development committee at the board level to provide organizational guarantee for ESG strategy and form a management system that takes into account social and commercial values. In the future, alibaba will focus on four major directions, namely, technological innovation, economic development, high-quality employment and support for vulnerable groups. Second, around the common prosperity, we have launched some specific plans under the top ten actions of common prosperity, such as the technology inclusive talent training plan. In the future, we will train more than 200000 digital talents for the underdeveloped areas, and send Rural Revitalization technical officers to the vast rural plans, so as to provide more powerful technical talent support for the villages.

According to the social responsibility report of Haier biology in 2021, in 2021, Haier biology worked with ecological partners to forge ahead with innovation, which made a heavy impression on the high-quality development of biosafety industry. Haier bio follows the pulse of the times, responds to the national strategy, is close to the people's livelihood, takes root in the biosafety industry, and develops with innovation. From independent research and development of space medical cold storage box "six into space" to assist China's space scientific research and exploration, to breakthrough in "neck sticking" technologies such as automatic biological sample bank, leading the localization of China's high-end medical equipment; Then, innovation and integration of Internet of things, big data, AI, 5g and other emerging technologies to create digital scene ecology of life science and medical innovation. Under the complex international situation, Haier bio has made steady progress, and its ability to create user and social value has continued to improve, and its comprehensive strength has stepped to a new level.

Science and technology and humanities are the forces that we constantly seek progress. From the perspective of micro enterprise management and development, how to make good use of the two forces of science, technology and Humanities in the brand driven by the sense of mission to become a national brand and then influence the global market is worth thinking about. Humanity needs the accumulation of history and time. In the era of great changes in the world, Chinese Taoist and Confucian traditions are showing more and more precious value.

The essence of Taoist "Tao following nature" lies in following nature, taking the principle of heaven as the principle, that is, based on the belief in human nature and nature, advocating people's compliance with nature. The application of "Tao follows nature" in management embodies that the organization operation and interpersonal communication should follow the natural law and emphasize the importance of adapting to the environment. This is different from the western classic leadership theory which emphasizes the positive shaping and control of the environment. Many ideological bases in the works of Peter Drucker, the founder of management, coincide with Confucianism. In their analysis of human affairs, they all emphasize authority, leadership, legitimacy, hierarchy, interdependence and personal moral responsibility.

If we introduce Confucian interpersonal harmony and Taoist "harmony between man and nature" into the research field of corporate social responsibility (CSR), we can further explore the root causes of corporate social responsibility, and help entrepreneurs shape a more progressive sense of mission and brand values. The Harmonious Perspective provides a new definition of corporate social responsibility, that is, China's harmonious path means "respecting heaven and loving love". This can not only help us better understand the important principles of corporate social responsibility activities in China, but also deepen our understanding of corporate social responsibility, help enterprises actively implement corporate social responsibility in business practice, and guide enterprises to find a new way to improve the performance of corporate social responsibility.

A new year of world progress

Looking at the world horizontally is the mainstream value of our new era. After the end of the cold war, China advocated the idea of building a community with a shared future for mankind at the individual level. The progress of looking at the world at the same time is embodied in self-confidence in road, theory, system and culture, which guide and influence our value judgment, choice and action.

In June 2021, I published strategic brand management - Collaborative Strategy between enterprises and customers (Renmin University Press of China), which established a theoretical system of strategic brand management different from that in Europe and the United States, which has been widely recognized by the academic community and the industry. As a textbook, it has entered the classroom of universities and training institutions. I pointed out that in the business world, the issue of brand and branding has a comprehensive and overall nature. However, taking the textbook strategic brand management written by Kevin Keller as the representative, the framework of the whole book is established from the perspective of the principles of consumer behavior and marketing combination tools to establish the brand, which obviously takes strategic brand management as the branch of marketing. It reflects the result of highly differentiated disciplines and represents a special theoretical perspective. However, in practical application, it is impossible to guide the practice of enterprise brand strategy from the overall and holistic height according to the nature of the brand. Especially in the hyper Internet world, such a narrow perspective can not guide the start-up and brand creation of technology-based enterprises with natural Internet gene. After the reform and opening up, Chinese enterprises grow up, brand building and enterprise development synchronization; Chinese enterprises born in the era of globalization and digitalization, brand building is also synchronized with entrepreneurial growth.

At the end of March this year, I was invited to participate in the defense and evaluation of the brand cultivation demonstration enterprises of the Ministry of processing and information technology. Among the 54 candidate enterprises in Shanghai, brand building has made significant progress, mainly reflected in the promotion of function oriented brand management to enterprise level strategic brand management. This is exactly the important theoretical thought that I put forward in the Book Strategic Brand Management - Collaborative Strategy between enterprises and customers (Chapter 2, section 4). From the specific practice of enterprises, there are the following four main characteristics: first, the establishment of cross departmental cross functional brand management committee. The person in charge of this special committee is directly held by the head or deputy of the company. Second, take product quality and technology research and development as the core foundation of brand building. Especially in industrial enterprises, the achievements of brand building mainly reflect the new product development and product quality improvement supported by technology research and development. Thirdly, the business model is closely integrated with the development of brand building. Through the innovation of business model, the resources and ability of the enterprise can be built into the core competitiveness of the brand. Fourth, scientific and technological innovation has become the basic strategic direction of long-term brand management.

Among the 54 strategic enterprises, some of them have carried out effective brand effect in Shanghai. For example, Shanghai treasure house culture has changed the traditional museum mode, creatively proposed the innovative business model of "nourishing cultural undertakings with cultural commerce and driving cultural industries with cultural undertakings", and built a cultural brand matrix of the whole industry chain, including treasure house No.1, treasure house cultural center, Shanghai Guanfu Museum and treasure house craftsmanship Museum, which integrates the storage, display, circulation of artworks Public education, as well as the incubation and promotion of artists, have established a new cultural ecosystem based on exhibition, transaction and storage. Shanghai shangmi technology takes "altruism" as its core value. By building the equipment interconnection infrastructure and a complete set of intelligent device management and control system, Shanghai shangmi technology has continuously enhanced the equipment perception and connection ability at the "end" side, developed a series of excellent IOT products, continuously enriched business functions in the "cloud" side, and formed a digital solution oriented to the whole business scene.

Different from the traditional cosmetics industry to establish a high value-added brand strategy, the appropriate herbal medicine positioning is Chinese herbal skincare, the foundation of the brand is the product, and the foundation of the product is research and development. Different from general skin care, Chinese herbal medicine skin care needs a complete set of professional theoretical system of traditional Chinese medicine to support. The birth of its products needs more than 120 links from raw material selection to clinical safety and efficacy test to ensure the balance between efficacy and safety. The allergic rate of products is far lower than that of international brands. In the early stage of reform and opening up, Shangyao Shenxiang has focused on the health care industry for decades. It has deeply cultivated the technology and product quality, and enabled the supply chain with science and technology. It has created the first four-dimensional whole chain tracking and traceability system of wild ginseng in the industry. It has carried out the whole process control of product quality from the construction of raw material base and processing base, and has reached a long-term cooperative relationship with the upstream medicinal material planting base, Using independent intellectual property rights to provide technical support for seedling breeding, planting maintenance and base management, and to maintain brand reputation through technological innovation. These practices show that brand strategy and management should be changed from functional department orientation to enterprise level overall orientation.

The value of "looking at the world at the same time" is reflected in people's consumption behavior. This value has deeply influenced the young people of "generation Z" in China. They were born in the period of rapid economic development from 1995 to 2009, and are affected by both economic globalization and digital environment. They look at the world with more confident eyes, stand at a higher starting point, and remove the "Western filter". Compared with their predecessors, "generation Z" has a more comfortable attitude towards domestic goods and likes to buy products with "Chinese elements", and has become the main force driving the "national tide" economy. In this generation, the proportion of people studying abroad has increased year by year, and the proportion of people returning home to seek employment has also increased rapidly. Their identity and cultural identity reflect a new understanding of their relationship with the world.

Economic growth, scientific and technological progress and their worldwide status are the basis for the evolution of values and consumer behavior. According to the import and export statistics of the General Administration of customs, the total import and export value of China's goods trade in the first quarter of this year was 9.42 trillion yuan, an increase of 10.7% year-on-year. Among them, exports reached 5.23 trillion yuan, an increase of 13.4%; Imports were 4.19 trillion yuan, an increase of 7.5%. The growth of export to the "belt and road" countries is higher than the average growth rate of exports. Some studies take the advancement and complexity of export products as indicators, and the results show that the scientific and technological level of China's export products is improving in recent years. On April 25 this year, Amazon cloud technology released the trend of Chinese enterprises going out to the sea. The results show that Chinese enterprises are going through the upgrading road from labor-intensive and capital intensive products export to technology driven, innovative thinking and brand leading, realizing the transformation from quantity to quality. In the early stage, digital video and other tools, including the Internet and digital economy, have been gradually launched into the sea. Relevant trend reports show that from Europe and America to Africa, Chinese enterprises are blooming everywhere.

These new developments and changes have emerged and galloped in the world market as an endless stream of brand identities and enterprise organizations behind them. Their innovative practice let us bid farewell to the brand logic of the last century with great confidence, and also let us absorb practical knowledge and wisdom with great courage, and write a new chapter of the new era with the mentality and theoretical consciousness of looking at the world at the same time!

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