Footwear Quality Award Instead Of Brand Name Product?

Recently, the "Chinese famous brand products", which has been interrupted for two years, once again become the focus of public opinion, or will launch a new brand strategy, which has aroused strong concern of the Quanzhou business community.

There are 46 famous brand products in our city.

According to the Municipal Bureau of quality supervision, there are 46 famous brand products in China in 2005 and beyond, covering clothing, shoemaking, plumbing, ceramics and other industries.

As China's famous brand products are valid for 5 years, 46 Chinese famous brand products in our city will expire before September 2012.

Since 2001, the AQSIQ has held a "China famous brand" selection every year, and the enterprises in our city are very keen to participate in the selection.

In 2008, our city reported 18 products participating in the selection.

However, after the Sanlu milk powder incident, the AQSIQ no longer directly handled the brand name selection activities related to enterprises and products, so the last batch of "China famous brand products" list stayed in 2007.

Although the selection of famous brand products in China has been suspended, the selection of famous brand products in Fujian continues.

The reporter learned that at present, there are 380 famous brand products in Fujian.

"15 fewer than last year."

The relevant person in charge of the Municipal Quality Supervision Bureau said that since the selection criteria for famous brand products were constantly improving, some of the original brand-name products failed to pass the reassessment after their expiration.

Whether the famous brand is finally decided by the market

Reporters on the list of Chinese famous brand products in Quanzhou found that the famous brand products of many enterprises in our city will expire in September this year.

According to the AQSIQ, after the expiration of the validity of the Chinese famous brand products, the enterprises shall not continue to use the logo of Chinese famous brand products in their products, their packaging, decoration, manuals, advertising and related materials.

So, for enterprises, will the disqualification of Chinese famous brand products have an impact? How should enterprises adjust their brand strategy?

During the interview, the reporter realized that most enterprises in our city maintained a rational attitude towards this.

"The title of China's famous brand products can promote the brand strategy to some extent, but it can't be supported by this title alone."

Hou Lidong, director of PEAK brand, said: "from abroad, many of the world famous brands are generated by market recognition and word of mouth publicity rather than a title."

"Brand name is not brand name, or the market has the final say."

Hou Zhaohui, deputy general manager of the 31st degree (China) Co., Ltd., said that the title of Chinese famous brand products is actually a threshold. For growing enterprises, if they enter this threshold, they will occupy certain advantages in the market competition.

But for an enterprise, it can not be regarded as a "stepping stone" in the market. It should also pay attention to the care of product quality. Quality is always the foundation of brand building.

Quality award or substitute for Chinese famous brand products

Complying with the increasing demand for product quality in the consumer market, the Quanzhou Municipal Quality Award established by the municipal government has attracted the attention of enterprises.

"Unlike the famous brand products, the quality award focuses more on the quality and performance management of the enterprise, and the evaluation criteria will be more stringent."

City Quality Supervision Bureau official said, in the United States, Japan and other countries, the quality award has been implemented for decades, this award does not pay attention to the size and market share of the enterprise, but focus on product quality and enterprise management.

At present, our province has established the provincial quality award. The first batch of enterprises that have won the provincial quality award is only three. In addition, Xiamen, Zhangzhou and other prefecture level cities are also pushing ahead with the evaluation of the quality award.

It is understood that the AQSIQ has recently begun to solicit opinions from the public on the "national quality award management measures (Draft)", which means that China will set up the highest award in the field of quality management, the national quality award.

According to the insiders, once the Chinese famous brand products are stopped, the new national quality award may become another fierce publicity mark for Quanzhou enterprises after competing for the evaluation of China's famous brand products.