Shishi Brand Bottleneck Needs Breakthrough

A few days ago, the China Brand Research Institute announced the second (2008) list of China's industry trademark brands: 15 in Fujian and 8 in Quanzhou.

Among them, a total of 6 brands were selected in Jinjiang. The number of selected brands increased by 3 compared with the first one. However, even the stone lions with many brands such as textiles, clothing, shoes and children's clothing were not included in the brand name of the Chinese industry. This phenomenon is worth thinking of every stone lion entrepreneur.

China's industry trademark brand refers to the more influential brands that can represent the Chinese counterparts or the global counterparts. In China, only one brand in every industry in China is identified as the trademark of the Chinese industry. It has the uniqueness and exclusiveness. It is the highest brand honor of Chinese enterprises and the "national card" of China's outward display.

Therefore, the evaluation of the Chinese industry logo brand can only be "excellent and excellent".

Therefore, it is very difficult to obtain the trademark brand of the Chinese industry.

At present, Shishi has more than 30 well-known trademarks and a number of famous trademarks.

However, compared with some brothers cities, Shishi enterprises still have obvious weakness in creating famous brand work: the brand name of the enterprise's main name brand is not strong, the scale of enterprises is small and the technical content is generally not high. The independent brand products of the enterprises are far from the trademark brands of the Chinese industry, or differ greatly from the conditions of declaring world famous brands.

According to the survey, "China's famous leisure clothing cities", such as Shishi textile and garment industry, food industry, footwear industry, hardware and other pillar industries, have formed famous brand advantages in similar products in China. However, Shishi's famous brand products are concentrated in traditional industries such as textiles, clothing, footwear, food, etc. the traditional industries of these brand-name products are highly labor-intensive and low in science and technology, and are easily influenced by the market and raw materials.

At the same time, the overall size of enterprises is also a "stumbling block" faced by enterprises in our city.

The production capacity of the famous brand enterprises in our city is dispersive and the industrial concentration degree is not high. The strength of the enterprise monomer is far from that of the well-known enterprises in Zhejiang, Guangdong, Shanghai and other famous international enterprises, indicating that the strength of Quanzhou famous brand enterprises is not strong enough, the competitiveness is not enough and the ability to fight risks is low.

There are many rough products and low grades in the famous brand products. The main performance and reliability indexes still have a certain gap compared with the advanced level at home and abroad.

Some enterprises still remain in the traditional production management mode, lack of high-quality talents, advanced equipment and independent innovation ability, the phenomenon of "homogenization" appears, and no core technology and fist products with independent intellectual property rights are formed.

The industry believes that the implementation of brand development strategy is a systematic project, Shishi enterprises to create brand bottlenecks to be breakthroughs, requiring departments at all levels to take various and various ways to effectively provide services and protection for brand building.

We should increase policy support, encourage enterprises to increase technological pformation and investment in science and technology, introduce advanced production equipment, use new materials, new technologies, advanced technology and adopt advanced foreign product standards, improve backward production methods, accelerate product development and innovation, participate in the formulation of national standards and industry standards, and strive to create famous brand products and well-known trademarks in China.

At the same time, enterprises mainly organize joint research on common technologies in key industries by integrating various kinds of technology resources, and introduce technology carriers such as state-level and provincial R & D, product inspection centers, and strive to provide technical support for creating brands.