Strive To Build "Strong Brand City" To Boost Wenzhou'S "Three Leaps"

Brand is a symbol of regional comprehensive strength, an important symbol of a local image, and a concentrated expression of the wealth, quality and culture of an enterprise.

Since the Wenzhou municipal Party committee and municipal government decided to carry out the "second pioneering work" in 1994, the whole city has conscientiously implemented the Scientific Outlook on Development and persisted in taking the road of new industrialization. It always took brand building as a top priority task, promoted development by brand, made brand image with brand strength, and made great achievements in brand building.

According to statistics, in 2006, the city added 16 well-known trademarks in China and 7 famous brand products in China.

As of the end of September this year, the city has 62 well-known trademarks and 38 famous brand products in China, ranking the first in the country's prefecture level cities, 136 in the state exemption products and 33 in the national production base, and 13 enterprises have been publicized by the SAIC "Shou Shou contract credit" unit, ranking the highest in the same city in the country.

The policy makers of the brand strategy, the makers of brand planning, the propellant and guide of brand building, and government leaders: since the beginning of reform and opening up, Wenzhou has gone out of a way of developing industrial brands with regional characteristics.

This road is the road for Wenzhou to learn from the lessons, reshape the image and create the brand. It is the road for the brand to go from scratch, from small to large, from small to large, and also from the "quantity economy" to "quality economy", and then to the "brand economy" expansion and upgrading.

Wenzhou municipal Party committee leader told the author: "after years of efforts, our city already has a number of industrial brands with strong competitive strength, and the brand has become a highlight in the development of regional economy.

We regard building brand as the most important part of enhancing the comprehensive competitiveness of the city, deeply implementing the brand strategy, vigorously promoting the construction of industrial brand, winning the reputation with the brand, winning the market and winning the competitiveness, so that Wenzhou can seize the commanding heights and achieve a new leap in the new round of regional competition.

Wenzhou city leaders told the author: "from the quality of the city to the brand to establish the city, Wenzhou has gone through four stages of development. It has gone through a road of market standardization, enterprise scale, industrial clustering and brand internationalization."

Wenzhou has gone through four stages of development from the quality of the city to the strong market of the brand. Wenzhou's development is not a myth of overnight success. It is the generation of Wenzhou people who have worked hard, summed up experiences and lessons, and explored new ways.

Looking at the rapid development of Wenzhou's economy in recent years, the two words "sleep hardships and hardships" and "Phoenix Nirvana" may be the most appropriate generalization.

Because only these two words can make the human body smell the development course of Wenzhou.

Since 1994, Wenzhou has been carrying out the construction of "quality city", "famous brand development", "credit Wenzhou" and "brand Wenzhou". It has been in 13 years and has gone through four stages of development.

In the first stage, since 1994, the Wenzhou municipal Party committee and the municipal government have decided to launch the "second pioneering work", convene the city's ten thousand people's Congress, put forward the implementation of the "quality based market" strategy, promulgate the "implementation measures for the quality of the city", and implement the "358 quality system engineering", that is, through the three, five, and eight years of phased efforts, the quality of Wenzhou products is catching up with or surpassing the national average level.

By the end of 2000, Wenzhou's regional and industrial product quality problems had all been "lifted".

In the second stage, starting from 1996, Wenzhou put forward the policy of "setting up a quality city and promoting famous brand" to guide enterprises to take the road of famous brand development.

Under the condition of basically completing the task of "358 quality system engineering", the plan for the implementation of the quality revitalization of Wenzhou and the implementation opinions of the famous brand industry in Wenzhou were formulated, and a new plan for quality revitalization and famous brand competition was established.

In the third stage, since 2002, the Wenzhou municipal Party committee and the municipal government have endowed the quality of the city with a deeper, broader and higher connotation, and proposed to create "credit Wenzhou".

The Wenzhou Municipal People's Congress has also made a decision to set the year August 8th as "Wenzhou good faith day". This stage is mainly to establish a credit system that covers the whole society with the core of enterprise keeping faith and integrating ideas, institutions and institutions.

The fourth stage, from 2004 to present, focuses on building the brand Wenzhou strategy, striving to create industry brand, city image brand, government service brand and Wenzhou brand.

This stage is to guide the majority of enterprises to adopt advanced foreign standards and international standards, strengthen the brand and technology cooperation with well-known international enterprises, and strive to enter the international brand.

Thanks to the strong impetus of the government, China's well-known trademarks and famous brand products have been greatly increased, and the number of them has been among the best in similar cities across the country.

In order to push ahead with the implementation of brand strategy, Wenzhou took investment promotion as the first project in 2005, and began to implement the "12345 project" of industrial development. It further defined the development target of industrial brand, that is, striving for 3 years, striving for more than 40 Chinese famous brands and famous trademarks in China.

By the first half of this year, this goal has been overfulfilled.

In addition, Wenzhou has implemented a positive brand incentive policy and funding guarantee system.

For the first time, they won 1 million yuan respectively for "Chinese famous brand products", "China famous trademark", "National Quality Management Award" and "China Construction Engineering Luban prize".

The municipal finance allocated special funds every year for the identification and management of "Wenzhou famous brand products" and "Wenzhou famous trademarks", so as to ensure that the brand evaluation work does not charge enterprises.

"Brand Wenzhou" has made Wenzhou products famous and Wenzhou enterprises going global.

Since 1994, the Wenzhou municipal government has severely cracked down on all kinds of counterfeiting and selling activities with heavy penalties and heavy punches, vigorously rectified and standardized the market order, and concentrated on the regional and industrial quality problems of Yueqing low voltage electrical appliances and Ruian mechanical presses.

According to incomplete statistics, over the past 10 years, the relevant law enforcement departments in the city have investigated and dealt with more than 70 thousand counterfeit and shoddy cases, involving about 2000000000 yuan in value and severely punished a group of economic criminals.

At the same time, we must strictly control the entry of market participants, fully implement the commodity access system, and promote enterprises to improve their quality and improve their product quality.

Two is to help and strengthen.

While standardizing the market order, the Wenzhou municipal government has introduced supportive and encouraging policies to guide enterprises to speed up scientific and technological progress, encourage institutional innovation, and further strengthen and expand by means of strong alliance, cooperation between the people and the outside world, listing expansion and virtual operation.

Through these years' efforts, Wenzhou has produced a large number of major companies, such as CHINT, Delhi, Huafeng and so on.

At the same time, in view of the massive economic characteristics of "one Township, one industry, one village, one product" in Wenzhou, the city will focus on strengthening characteristic industrial parks and specialized industrial bases, guiding enterprises to gather in the park, giving full play to the group advantages of pillar industries and special industries, giving play to the leading role of famous brand enterprises and forming regional brands and industrial clusters.

At present, the city has 33 "national brand" special industrial bases, including "China Shoes Capital", "China's electrical appliances capital", "China's automobile and motorcycle capital" and so on. The regional brand of "made in Wenzhou" has been gradually started.

Three, cross the door and go to the world.

On the basis of creating a large number of state-level brand names, the Wenzhou municipal government has also encouraged enterprises to strengthen cooperation with famous international enterprises in technology and brand, take the road of internationalization, and put forward the slogan of "combining the people with the outside, and combining the outside with the people", which has sounded the clarion call for "March to the world".

The appearance of multinational corporations and the top 500 enterprises in the world is appearing frequently in Wenzhou and Vietnam.

For example, CHINT group cooperates with General Company to build an international electric manufacturing base; AOKANG and the world shoe giant, Italy GEOX company cooperate fully, together to build an international brand production base; "Coca-Cola", "B&Q", "Yi Chu Lotus" have settled in Wenzhou, Kangnai group marched into the Russian far East and so on.

The overall competitive advantage of Wenzhou's industrial clusters strongly supports the development of Wenzhou's economy and society.

In 2006, the gross national product of Wenzhou was 183 billion 800 million yuan, an increase of 13% over the same period last year. The city has 532 enterprises with over 100 billion yuan of industrial output value, accounting for 58.9% of the industrial output value above scale.

Now, Wenzhou has become a big market for credit and quality.

A large number of "famous trademarks" and "famous brand products" sprang up like mushrooms. A large number of famous enterprises with strong strength have sprung up rapidly. A large number of "state" brand industrial bases have settled down in Wenzhou, which has initially formed a good environment for product brands, enterprise brands and regional brands to go hand in hand, creating a good atmosphere for the whole society to create brands, fight brands and help brands.

According to the statistics released by Wenzhou industrial and commercial bureau recently, as of the end of August this year, there were 19 new regional groups, and no regional group has reached 192.

He describes the grand blueprint of the strategy of "brand strong market" and boosts the prospect of "third leaps" in Wenzhou: Gao Jinchun, deputy director of charge of trademark advertising supervision of Wenzhou Municipal Industrial and commercial bureau, pointed out in the research article of "thinking about promoting the strategic construction of Wenzhou's brand strong City": "the brand is strong city" is the important content of implementing Wenzhou's "third leap".

To achieve the "third stride" of Wenzhou's economy and society, we must fully implement the Scientific Outlook on Development and promote the all-round development of the economy and society. We must promote the comprehensive implementation of the strategy of "brand strong market" and strive to implement a new leap from "brand city" to "brand strong market".

The tenth Party Congress held in Wenzhou in March this year has made clear the goals and strategic priorities of the third strides, striving to achieve the leap from the economic big city to the strong economic city, the pioneering city to stride across the innovative city, and the safe city to stride across the harmonious city.

It is clear that we should implement the strategy of "brand building city" in depth, and realize the pformation from "big brand city" to "strong brand city", from "made in Wenzhou" to "created in Wenzhou" as an important task in building a strong modern market economy.

Through 5 years' efforts, we will create 5~10 famous trademarks and famous brand products in China, and strive to cultivate 2~3 world famous brands in China, forming a number of famous brand products and well-known trademarks in China with obvious market competitive advantages.

Next, Wenzhou industry and Commerce Bureau will actively carry out the function of trademark supervision, vigorously develop the brand economy, and strive to build a "strong brand city", making a due contribution to the construction of the "three Wenzhou" and the realization of the "three leap".

Further clarify the development goals of brand strategy.

According to the requirements of the "implementation of brand building in Wenzhou" in 11th Five-Year, the Wenzhou industrial and commercial system will take trademark brand as the leader, integrate licensing platform, improve the evaluation mechanism, fully mobilize the enthusiasm of enterprises to create brand, and form a relatively sound brand building mechanism, recognition mechanism, expansion and utilization mechanism, protection mechanism and brand promotion mechanism for economic and social development in Wenzhou.

Through several years' efforts, we will strive to build a large number of industrial brands with obvious market competitive advantages in Wenzhou, and have a certain number of international brands of Wenzhou products that can sprint world brands.

China has established a number of leading trademarks in China, and has developed a number of famous trademarks in Zhejiang Province, which are exemplary and powerful, and fostering a number of well-known trademarks with good growth prospects and good market prospects in Wenzhou.

We should further implement various measures to promote the development of brand strategy.

To promote the operation of trademark assets, we can legitimately evaluate the value of well-known trademarks, famous trademarks and famous trademarks in China, which can be used as intangible assets of enterprises, and then invest as stocks. We will actively help brand enterprises to carry out joint stock reform and speed up domestic and foreign listing and financing, and help powerful brand enterprises to finance bonds according to the state regulations.

Giving full play to the brand's leading and controlling market role, making Wenzhou brand take the leading position in the pillar industries, traditional industries and dominant industries and block economy of the city, become an important supporting force for these industries and industry's massive economy, and form a comprehensive improvement of product quality level, technological innovation ability and management level with the brand as a link, promote the rational adjustment of product structure, industrial structure and enterprise's organizational structure, enhance the overall quality of the city's economy, and create a strong competitive brand economy mode to boost Wenzhou's three leap.

"Brand is not only the lifeline of an enterprise, but also the" golden card "of a city.

The well-known brand of a city is a direct reflection of the city's image, which is the vivid interpretation of the city spirit.

We insist on carrying out the brand strategy in the end, enhancing the city's function and international influence, making Wenzhou a "brand strong city".

The leader of the Wenzhou municipal Party committee depicted the grand blueprint of Wenzhou's strategy of "brand and strong market" in the future with poetic language.

Editor's note