Jiangdu Shoe Enterprises Create "Brand Strong Market"

Not long ago, the third China Trademark Festival, held in Qingdao, Shandong, announced the list of "100 strong counties in the 2009 China trademark development". Jiangdu was once again elected to the thirty-ninth place, which is the only county (city) in Yangzhou.

The honor of Jiangdu has benefited from the strategy of "brand strong market" which has been vigorously promoted in recent years. According to the data provided by the industry and Commerce Department, so far, Jiangdu has registered nearly 3500 registered trademarks, including 9 well-known trademarks in China and 39 famous trademarks in Jiangsu.

"The number of trademarks in a region, especially the number of well-known trademarks and famous trademarks, directly reflects the economic strength of the region."

Ni Shijun, Secretary of the Jiangdu Municipal Committee, said in an interview with our reporter, "the practice of Jiangdu in recent years has fully proved that whether it is industrial upgrading, enterprise pformation, or accelerating the expansion of local advantageous products, and even participating in international market competition, brands are crucial support and driving force.

This will be particularly evident in today's post crisis era, especially in accelerating the pformation of regional economic development patterns.

  　　  培育品牌，決勝市場(chǎng)競(jìng)爭(zhēng)

Jiangsu Jing Hui Refractories Co., Ltd. has just won the title of "Jiangsu famous brand".

This small factory, which was unknown to us several years ago, is now the first place in the country to produce and sell refractories.

At the beginning of its founding, Jing Hui registered the brand of "Jing Hui". The person in charge of the company firmly believes that only the brand can help enterprises to gain a firm foothold in the fierce market competition.

The company has developed high and new technology products "sintered" and "magnesia alumina spinel" in Jiangsu province. In each quality inspection, the qualified rate of products has reached 100%.

Innovative technology and impeccable quality have injected strong charm into the "crystal" brand. In the thousands of refractories enterprises in the country, its popularity and reputation are already no one can achieve, a tiny workshop that comes from the asbestos tile shed has grown into an industry giant ship with annual sales volume of 130 million yuan.

Jing Hui is a microcosm of the brand development of many enterprises in Jiangdu.

Secretary Ni Shijun told reporters that there are more than 11700 enterprises in Jiangdu and more than 29300 individual businesses. In the past, many enterprises were able to compete with the well-known products at home and abroad in the appearance and quality of the products, but in the end, they failed to stand shoulder to shoulder, and even refused to be outside the supermarket or shopping malls. The main reason for this is the lack of independent brands.

Reporters learned that 10 years ago, the total number of registered trademarks in Jiangdu was only 500.

"The ability and level of an enterprise to use the brand determine the market vitality of the enterprise, and the ability and level of many enterprises to use the brand will directly affect the comprehensive competitiveness of the regional economy."

Secretary Ni Shijun said that the invisible power of brand promoter should not be overlooked. In recent years, Jiangdu has clearly written the strategy of "brand strengthening the city" into the government work report. The municipal Party committee and municipal government will convene every year the implementation of the trademark development strategy and the promotion of enterprises' efforts to create brand names. The brand building will be included in the annual assessment of key enterprises and relevant functional departments.

The reporter has learned that the city also arranges a certain amount of financial funds every year, giving a one-time reward of 500 thousand, 100 thousand and 50 thousand yuan to the enterprises that won the well-known trademarks in China and famous trademarks in the provinces and cities, and the technology import and new product development of all brand products can also enjoy the relevant policy support.

Since then, the story of winning more brands has spread in Jiangdu.

Yangzhou Baosheng Garden Agricultural Development Co., Ltd. did not increase its income in the past because it had no registered trademark.

In 2007, when the company applied for the registration of "honey boy" brand, its value increased sharply.

In 2008, the "honey boy" product was designated as a special product for the Beijing Olympic Games.

Yangzhou central high tech plastic industry Co., Ltd. has registered all the trademarks involving "global" in the industry. Its products are favored by the environmental planning group of World Expo Organizing Committee of Shanghai, and 80 thousand landscape flower pots broke into the Shanghai market once and for all.

Jiangsu Changqing group's "Changqing" trademark was rated as China's well-known trademark. In 2009, the output value of the company exceeded 1 billion yuan, and the export earned about 50000000 dollars.

A piece of information from an authoritative organization shows that the "Changqing" brand, known as "one hundred million yuan can not be bought" by the domestic agro chemical industry, is currently valued far more than billion yuan. The company also listed on the A share market in April 6th this year.

  　　  品牌帶動(dòng)，升級(jí)產(chǎn)業(yè)集群

"In recent years, Jiangdu has also experienced a profound experience in promoting the brand strong market, that is, a successful brand can drive the upgrading and development of the relevant industries in the whole region, so that the industrial clusters or industrial chains of a region will have a stronger market appeal, and even form a geographical brand."

Secretary Ni Shijun said with deep feeling.

There are more than 1500 shoe and shoe factories in Jiangdu. There are about 56000000 pairs of leather shoes produced annually, with an average output of over 1800 pairs per second, with an annual output value of more than 4 billion yuan.

In the past, these enterprises and self-employed individuals were mostly OEM processing. They had no independent brands and their profit margins were very small. The profits of a pair of leather shoes were only 2 yuan.

Yangzhou Jin proud Shoes Co., Ltd., has been OEM processing for Wenzhou manufacturers.

Under heavy pressure, the company increased investment in technological pformation, introduced special design talents, and carefully designed and registered the trademark of "Kai son", expanding the brand influence through various forms, such as media, ordering, exhibition and so on.

With new styles, good quality and frequent calls, the "gold content" of the "brand" is also getting higher and higher.

After being recognized as "China's famous trademark" in 2008, the wholesale price of each pair of leather shoes increased by 5 yuan, which was still in short supply, when the Wenzhou shoe makers in cooperation then put up the "Kai Shen" sign.

Another shoe leading enterprise, Yangzhou sage Footwear Company, was a very small workshop a few years ago. After its "SQI" brand was awarded the famous brand of Jiangsu and the famous brand product of Jiangsu Province, the company that ordered the "forced" company had to expand the plant area to the current 28 thousand square meters.

At present, there are more than 200 brand names of leather shoes in Jiangdu, including 2 well-known trademarks in China and 2 famous trademarks in Jiangsu.

Under the guidance of the dragon head, more and more shoe making enterprises have built up their own brands. Jiangdu's traditional shoe manufacturing base has begun to pform and upgrade as a whole, and the technology and quality of shoemaking have reached a new stage, and the output value has greatly improved.

Secretary Ni Shijun told reporters that this year's newly issued document on strong brands in Jiangdu has highlighted the importance of encouraging well-known and famous trademark enterprises to take the brand as the carrier to play a role in the industrial chain, accelerate the upgrading and pformation of the four pillar industries and other traditional production chains, so as to achieve the joint reorganization of brand resources across regions, across sectors, across industries, and cross ownership, and comprehensively enhance the ability of industrial clusters and regional economic competitiveness.

 　　   搭載品牌，進(jìn)軍國(guó)際市場(chǎng)

In recent years, Jiangdu has attached great importance to the development of export-oriented economy in changing the way of economic development. It has tried every means to bring in, and has also actively created conditions to encourage enterprises to go out.

In the era of global economic integration, no matter what type of enterprises, we will think of participating in international market competition to some extent. This is the inevitable choice for enterprises to seek higher platform development.

To enter the international market, a brand is a passport that must be carried around.

Without it, even the door can't be knocked. "

Secretary Ni Shijun said.

Jiangsu Yawei machine tool company was a veteran soldier who grabbed the international market for a long time. In 2007, "Yawei" trademark was identified as China's well-known trademark. The company developed 27 distributors and more than 50 agents in 9 European countries at one fell swoop, and developed the 2XPBH2500-13000-16C high end CNC double machine linkage bending machine. Recently, the German WEGENER company successfully started the operation, and the total contract price of the equipment reached 5 million euros, which created a new record for the export of large CNC forging machine tools to the European market in China.

Last year, in the face of the financial crisis, Jiangsu Yingtai group developed a series of marketable new generating units with its own technology brand advantages, and registered the "Yingtai" brand in more than 20 countries. Relying on the good reputation of China's well-known trademarks, the first batch of 36 low-noise diesel generating sets were successfully exported to Angola. At present, the company has set up distributors in 15 countries and regions, and has opened the curtain of entering the international market in an all-round way.

"With the government's active advocacy and strong support from relevant departments, under the encouragement of leading enterprises such as Yawei, Yingtai and so on, at present, 8 enterprises in Jiangdu have applied for registration of more than 50 international trademarks in 17 countries, and a number of famous and famous trademarks and similar names and designs have been sprouting up in the United States, Japan, Korea and other countries and regions.

Secretary Ni Shijun is pleased to tell reporters that more and more Jiangdu brands are crossing the sea to make a breakthrough in the world, and many enterprises have already tasted sweetness from it.

Like industrial products, agricultural and sideline products are also the same.

The appearance and taste of broccoli produced by the super large group are comparable to that of Fujian broccoli, which has already called the international market. However, it can only be sold for 10 yuan per kilogram in the country, and it is exported to Japan and the United States for 30 yuan per kilogram.

The brand is rich, the brand is prosperous, the brand is strong, and Jiangdu is firmly practicing.

We have every reason to believe that the invisible brand of the brand will surely pmit the new impetus to pformation and upgrading for the Jiangdu economy striding forward. The beautiful land in the middle of Jiangsu Province is ushering in another round of bright sunny days.