Famous Brand &Nbsp; Shishi Enterprise Road Underfoot.

　　 Last Friday, with "create" famous brand "Brand protection" is the theme. Shishi enterprise The seminar was held. The Shishi quality and Technology Supervision Bureau, the Shishi quality and Technical Supervision Association, the China Fangyuan Certification Committee, the Fujian examination and approval center, and the "Fujian brand" title were invited by the business representatives such as the enterprises of Qi Qi and Fei Ya. brand And the relationship between them.

Fujian famous brand is "chicken ribs"? "Of course not. Fujian brand is not something we want to comment on." Lin Liying, deputy director of Shishi quality and Technology Supervision Bureau, said that the selection of famous brands in Fujian plays an important role in promoting the standardized development of enterprises.

This year, the city submitted more than 10 enterprises to participate in the Fujian famous brand, most of which were re evaluation enterprises, but from the list of publicity issued by the Provincial Quality Supervision Bureau, many enterprises were eliminated. Wang Zhifang, Secretary General of the Fujian Municipal Quality Supervision Association, said that in recent years, the conditions for the selection of famous brands in Fujian have been improving. However, many production enterprises in Shishi have been hesitant or slow in development. Three years ago they were eligible to take part in the famous brand in Hong Kong. After three years, they were not necessarily able to participate in the review. It is understood that from 2009, the conditions for the selection of famous brands in Fujian began to upgrade, and the requirement for the sales of participating enterprises (industry) was 70 million yuan. Today, sales of products such as printing and dyeing should be more than 250 million yuan, and 200 million yuan will continue to be evaluated. Sales of products such as food, textiles and clothing, tourist shoes and so on should reach more than 150 million yuan, and 130 million yuan will continue to be evaluated. The proportion of tax payable to sales should not be less than 1.5%. In addition, there are specific requirements in terms of safety and environmental protection. The supervision level of food production enterprises is classified as grade A, the level of production safety needs to be classified as grade A, and the amount of pollutant discharge of enterprises should conform to the national and local discharge standards. "The conditions for the selection of famous brands in the future will be higher in Fujian". Lin Liying said.

Why is there a saying that "Fujian famous brand is" chicken ribs "written at the beginning of the article?" if you now label "Fujian famous brand" on the product, you may be laughed at by competitors or consumers. Luo Xianghua, chief executive of sporting goods limited, said. After the abolition of state inspection and the suspension of China's brand names, Fujian quality award and Quanzhou quality award are gradually fading away from Shishi enterprises. Fujian's famous brand selection has become the number of awards that Shishi enterprises can count for. But with the improvement of Fujian's brand evaluation requirements, the enterprises that could be evaluated now are not qualified. Some brands that can be evaluated do not seem to be able to see the award. Fujian brand names are very embarrassed.

Enterprises are not strict enough to weaken the influence of famous brands.

"I feel that brand selection is useful for internal norms, but it seems to be weakening outside." Luo Xianghua believes that whether the well-known trademarks in China, the famous brands in China or the former national inspection free products, it has a guiding role in the healthy development of enterprises. However, in the external publicity of enterprises, these names are rarely mentioned, because "everyone is a famous brand in China".

Luo Xianghua said that a few years ago, if the enterprise got the honorary title of Chinese famous brand and China famous trademark, no matter the consumer or the industry, it would say cattle, but now it is different. For example, China's well-known trademark, it is very difficult to comment on a well-known trademark of the State Administration for Industry and commerce. However, it is very easy to comment on a well-known trademark of the judicial version, so that the winners of the two famous Chinese trademarks are all playing the title in the product publicity, and consumers can not tell who has more gold content. So the market of the well-known trademarks in China is chaotic, and more enterprises eager for quick success and instant benefit will choose the famous Chinese trademarks in the judicial version. "Chinese brand names are the same now." Lin Qing, planning manager of flight Asia (China) Limited, said that since the "Sanlu incident" in 2008, the title of China's famous brand has been hit, and consumers will not buy the product because of the title.

"Brand names themselves do not reduce the amount of gold, but it is important for enterprises to guard against improperly and to damage the image and influence of famous brands." Lin Liying said that many enterprises that won the title of Chinese famous brand or Chinese well-known trademark were not strict enough, so that the product failed in the sampling inspection at all levels, resulting in the decline of the status of Chinese famous brand or Chinese well-known trademark in the consumer's mind. {page_break}

Brand name can add bonus to brand.

"Brand names are not necessarily brand names, but brand building must rely on quality brand names." Lin Zuojun, manager of the Quanzhou Office of Fangyuan Certification Group Fujian Co., Ltd., which has provided certification services for famous enterprises such as Heng, Anta, Li Lang, nine Mu Wang, Fu Fu bird and Mu Lin Sen, said that over the past 10 years, the consumption concept of consumers has undergone tremendous changes. From the past selection standard "good quality and cheap price" to the "brand + quality supremacy", the management concept of enterprises has changed accordingly.

Lin Qing believes that participating in the selection of famous brands is a concrete manifestation of the development of enterprises. From Fujian famous brand, Fujian famous trademark to Chinese famous brand and Chinese well-known trademark, every step is a mark of the development of the brand of the enterprise, and the above title can be obtained, whether it is helpful to the enterprise propaganda or to establish the consumer's confidence in buying. "Making brand is a systematic and complex process, not just by brand name or product." Lin Zuojun said that making brands involves multiple levels of quality, management, culture, operation and human resources, and participating in the selection of famous brands can help enterprises to improve their defects in quality, management and operation. Brand names are an integral part of enterprises when they are going to take the brand in a consistent way. "We can see some of the listed companies in Jinjiang, which have not won Fujian famous brands or Chinese famous brands." Lin Zuojun believes that brand names can give brands a bonus, and the key is whether they are good at dancing.

Experience --

"Enterprises need to develop and make brand names. The evaluation of famous brands is mainly to test the enterprises themselves, and gradually establish and perfect the internal management system. At present, Quanzhou is pushing the performance management excellence. This mode is increasingly becoming a worldwide standard. The evaluation criteria belong to the excellent maturity evaluation standard of the quality management system. Through the evaluation of the management system of the enterprise, the efficiency and effectiveness of the management begin to find out the most urgent and most urgent improvement areas for enterprises or organizations, so that enterprises or organizations can continuously strive for excellence. I believe that the stone lions enterprises that want to be bigger and stronger can pay attention to it. (Fangyuan certification Lin Jun)

"Although the appeal of famous brand and well-known trademark is not as good as before, it is certainly beneficial for the development of enterprises to participate in the evaluation of famous brand names, but more importantly, enterprises should do well internal control and external control. Otherwise, too many names, such as marketing and management, can not keep up with the enterprise, and enterprises will be crushed down. At the same time, I hope that the Quality Supervision Bureau will organize some publicity and appraisal meetings about the famous brands in the future. The company can send out the staff in production, marketing and accounting, and learn relevant contents purposefully and purposefully. (Sai Qi Luo Xianghua)

"The benefits of famous brands to enterprises can not be measured by the promotion of sales. The meaning of applying for famous brand names is to standardize the internal control of enterprises. After obtaining the title of famous brand, enterprises must strictly carry out standardization work, such as quality management system, measurement management system, etc., and must be done according to the process. The influence of famous brands is subtle. Before that, there are many links for enterprises to do by themselves.

Overtones --

The name of China's brand suspension and the designation of national inspection free products have been abolished. The requirements of the provincial quality award and the Quanzhou quality award are somewhat unattainable. For Shishi enterprises, only Fujian brand names can be evaluated in terms of quality. As far as the influence is concerned, Fujian famous brands are really not worth mentioning. Many enterprises that have won the title of Fujian famous brands rarely mention this title in product publicity. But as many people in the industry say, participating in the Fujian famous brand is just like the examinee's college entrance examination. Enterprises must prove their strength through a channel or improve themselves through a way, fail to enter the prestigious school, students can repeat the reading, continue to dream of famous famous schools, and appraised the famous brand enterprises in Fujian, and naturally have the confidence to challenge the next mountain peak. Imagine how to dare to climb the Mount Qomolangma if they can't even climb the mountain.

A brand name is not necessarily a brand, but a brand must be a famous brand. In the minds of consumers, brand is more convincing than brand name, but for enterprises, brand is the foundation of brand. Do not "Fujian famous brand" be "chicken ribs", not all enterprises can get the name of Fujian brand. With all the tall buildings on the ground, Shishi enterprises must take steps to reach thousands of miles.