China drafts China Brand Development Strategy

On Sept.14,the Director of the General Administration of Quality Supervision, Inspection and Quarantine Zhi Shuping says in order to promote the long-term planning of brand development, the department and National Development and Reform Commission are jointly drafting China Brand Development Strategy with other departments.

Zhi Shuping says since the 18th National Congress of the Communist Party of China, The general administration of quality supervision, inspection and quarantine and National Development and Reform Commission and other departments have jointly issued a series of policies and measures to promote the development of brands, including Opinions on playing the brands' leading role in promoting the upgrading of the structure of supply and demand. In order to create a good environment for the development of the brand, May 10th of each year is approved as a "Chinese Brands Day".

Why are Chinese brands weak? Zhi Shuping explains that from the hardware level, there are still relatively large gaps in key raw materials, core parts, precision machining and detection abilities. The problem also lies in the advanced machine, chip and high performance components. From the software level, innovation is not enough, the quality of maintaining and improving is insufficient, enterprises are lack of excellence and persevere artisan spirit. Some enterprises blindly pursue low costs, but not stick to a product persistently, which make the product safety, reliability and durability are lower than the expectations of consumers. There are other aspects of problems such as social responsibility, cultural identity. So the brand is indeed worthy of public attention. Zhi Shuping says one of the quality improvement actions by the central is "striving to build Chinese domestic-owned brands ".

Zhi Shuping says, to implement the Opinions, the department will focus on four tasks and continue to work with relevant departments, greatly enhance the competitiveness of Chinese brands.

The first is to promote the long-term planning of brand development, the department and National Development and Reform Commission are jointly drafting China Brand Development Strategy, studying the guiding ideology, basic principles, strategic tasks and safeguard measures of the development and implementation of brand development strategy in the future of China.

The second is to improve the brand cultivation mechanism. Relevant departments will deepen the well-known brands and create a demonstration area, create regional well-known brands. Relevant departments will also implement Chinese quality training projects, strengthen brand protection, crack down on illegal acts of counterfeit brands by working with business, industry and commerce, intellectual property and other departments.

The third is to improve the brand building standards system and evaluation system. Some departments will issue a number of national standards of brand construction and guide enterprises to take the road of brand development. They will also organize Chinese brand value evaluation activities and implement positive evaluation to enhance the coverage and objectivity of evaluation. The departments will also combine with the mainstream media, publishing the top 100 list of brand value evaluation and the top 50 list of brand value in key areas, enhancing brand awareness and influence.

The fourth is to carry out series of promotional activities such as a "Chinese Brands Day", by holding expositions for Chinese domestic-owned brands, setting up series of theme column for brand development, holding a seminar on the brand development, organizing brand development forum, to highlight the development achievements of Chinese domestic-owned brands, expanding visibility and influence of Chinese domestic-owned brands.