Dialogue: Yongjia: Oubei A Brand Of Pearl

If you are fastidious about fashion, you must know "Red Dragonfly"; if you advocate fine clothes, you must know "good bird"; if you pay attention to the wind and cloud, you must know "AOKANG", and if you work hard in industry, you must know that "the hometown of Chinese pump and valve"...

Ye Shengyi, a brand pearl in Oujiang, has a dialogue with Yongjia. If you do not reach the local level, it is hard for you to imagine that Yongjia, a poor and backward county that has been poor for many years, is now an economic county.

One of the most important drivers of Yongjia's dramatic changes is brand building.

So far, Yongjia has 16 well-known trademarks in China, and is among the most famous brands in our province.

Once poverty-stricken counties, once known as "forever false", how did Yongjia know poverty and then work hard, shame and bravery, promote rapid economic development through brand building, finally wash away humiliation, remove poverty hat, and make Yongjia a real gold brand?

Recently, the author and the Yongjia county magistrate face to face and talk about the brand building of Yongjia.

Q: Yongjia has undergone tremendous changes in recent years. One of the reasons is that it has vigorously promoted brand building.

How do you feel about this?

Answer: brand building, whether from the macro view, or to our Yongjia, is of great significance.

In today's era, brand has become the focus of attention of the global economy.

After more than 20 years of development, China's economy has gradually embarked on the era of brand management from the stage of product management.

As the leader said, brand is quality, that is efficiency, competitiveness is vitality.

Famous brand is not only an important symbol of an enterprise's economic strength and market reputation, but also has the brand name as a symbol of a country's economic strength, and is the embodiment of a nation's overall quality.

Therefore, vigorously implementing brand strategy, vigorously strengthening brand building, and enhancing the brand competitiveness of enterprises and regions, achieving sustainable development, and thus taking a place in the fierce economic competition, have always been the key issues of Yongjia county Party committee and government.

The rapid development of Yongjia in recent years has also proved the significance of brand development.

Q: is the achievement of brand building in Yongjia really great?

Answer: dare not say big.

But at least, the number of national brands can be ranked higher in the counties of the whole province and Wenzhou.

In 1999, there were only 1872 registered trademarks in our county, including 2 famous trademarks in the province and 6 famous trademarks.

There is not a well-known trademark in China and a famous brand in China.

Now, there are more than 7000 registered trademarks in Yongjia County, including 16 well-known trademarks in China, 29 famous trademarks in the province, 50 famous trademarks in Wenzhou, and one brand brand base in the province.

And has successively acquired the five state-level "business cards" of "the hometown of Chinese black cow tea", "the hometown of Chinese pump and valve", "the town of Chinese zipper", "the capital of Chinese buttons" and "the capital of Chinese education toys".

Q: how much of these brand building achievements have contributed to Yongjia's economy?

Answer: as mentioned before, brand building plays a significant role in promoting the economy of Yongjia. First, through the implementation of trademark brand strategy, the whole county has caused quite a wide range of brand effects, which has enhanced the brand awareness, quality consciousness and brand confidence of the whole society. A number of well-known brands in the country have been rising, such as "good bird", "AOKANG" and "Red Dragonfly", and have expanded the influence of Yongjia's economy.

Two is to speed up the industrialization process of Yongjia County, and promote industrial optimization and upgrading.

Brand building has played a guiding role in adjusting and optimizing the industrial structure of our county.

Three, we should promote technological management innovation and improve the overall quality of enterprises.

The market competitiveness and popularity of the "Yongjia brand" are constantly improving.

Four, the brand economy has played an important role in promoting the county's economy in Yongjia, and its share is increasing. The brand trademark enterprise, which accounts for 1% of the total registered trademark, has created more than half of the county's total industrial output value.

From 1978 to 2006, the average growth rate of Yongjia's gross domestic product and fiscal revenue reached 18.9% and 21.7% respectively. It was one of the largest agricultural counties in the province with the largest poverty area and the most poverty-stricken population in the province.

Q: over the years, how do you think government departments should play a role in brand building?

Answer: the main body of the implementation of brand strategy is the enterprise, but this work is also an important part of the government's economic work. Therefore, the government can not stand idly by, nor can it take the place of others. It should be actively promoted and promoted from the perspective of service enterprises. First, we should strengthen publicity and guide enterprises to implement brand strategy; two, we should strengthen guidance and support enterprises to implement brand strategy; three, we need to strengthen coordination and promote enterprises to implement brand strategy; four, increase support, promote enterprises to implement brand strategy; five, strengthen protection, and promote enterprises to implement brand strategy.

Q: Yongjia is worthy of the title of "brand big county".

This year's provincial Party Congress put forward the proposal to build a brand strong province.

Does Yongjia have the goal of building a "brand strong county"?

Answer: Yes, of course.

A number of famous brands such as "AOKANG", "good bird", "Red Dragonfly" and "bethel" have been born in our county.

But our famous brands still have a long way to go compared with the world's super brands. Moreover, there are not many such famous brands. Therefore, the road of brand building in our county has to undergo considerable twists and turns.

We will actively respond to the call of the provincial Party committee and the provincial government, and are ready to introduce a series of new measures to comprehensively promote the construction of strong brand counties.

Judging from the progress of this year's development, we have seen the hope of brand strong counties.

Our main goal is: through the efforts of 5 years, the overall quality of our county's products has reached the advanced level in China; striving for the creation of 10 brand-name products and well-known trademarks in China, 45 famous brand names at the provincial level, 80 famous brand names at the municipal level, and 1 regional brands at or above the provincial level.

In a few years, our brand building is bound to take a new step.

這是一個奇特的地方：你說它是一個浙南小鎮，它卻像座城市，一條甌江相隔，兩岸都是高樓林立，沿江風景如畫，一邊是溫州市，一邊是這個完全城市化了的小鎮；你說它是曾經的浙江貧困縣里的一個貧困小鎮，它卻富得流油，一年財政收入11億元還多；你說它名不見經傳，也不入聞達，它卻在最新出爐的2007年胡潤百富榜，出現了奧康集團董事長王振滔、蜘蛛王集團董事長許承建、紅蜻蜓集團董事長錢金波、凱泉泵業董事長林凱文、報喜鳥董事長吳志澤等人的名字；更讓人驚訝的是，就是這一個小鎮，竟擁有中國馳名商標15個，中國名牌產品5個，國家免檢產品30個，浙江省著名商標22個，浙江名牌20個，還是“中國烏牛早茶之鄉”、“中國泵閥之鄉”，當仁不讓地成為浙江品牌、甚至全國品牌最強鎮之一。

This town is called Oubei, a brand famous town that is surging out Oujiang.

If we use the express train to describe the speed of China's economic development, the development of North China in recent years can be described as an airplane speed.

From the 100 most developed villages and towns in Zhejiang Province, ranking thirtieth, ranking twelfth in the twelfth place, ranking eighth to second from the Qiang town in Wenzhou, and spent only five years in the north of the city.

Now Yongjia, "integrating into the metropolitan area of Wenzhou", has been clearly written into the work report of the county government.

North of the city, which is separated from the urban area, will build a central city in accordance with the idea of "axis connection, group development, mutual promotion and Realization of conjoint". Pudong, Wenzhou, has already seen a better future.

So what are the factors that make this Ou Jiang pearl so bright?

In 80s of last century, there was a great army of millions of suppliers and sales in Wenzhou, which was well-known throughout the country. It was they who brought orders, information and technology back to their hometown, and got rid of the barriers of family workshops in the twinkling of an eye, and stepped into the ranks of modern brand enterprises.

In the millions of supply and marketing forces, nearly 200 thousand of Yongjia's supply and marketing army is undoubtedly the elite in the middle. For example, Wang Zhentao, chairman of AOKANG group, Qian Jinbo, chairman of the red dragonfly, and Jin Zhefu, chairman of sun Tai Group, are all part of the supply and marketing army. They know what the consumers need and what their enterprises want to grasp, so they have made famous brands and become famous entrepreneurs.

In the north of Wenzhou, Yongjia is a window linking the outside world. The era has given it the role of "chao chao".

Ou Bei has formed the valve, pump industry, clothing, footwear four pillar industries, four famous brand series.

These industries have obvious advantages in leading birds, AOKANG, red dragonflies, red and yellow blue and Liang Jing.

In addition, there are more than 80 light industrial products that complement the pillar industries and other industries and promote the rapid and healthy development of the economy.

At present, there are more than 50 thousand sales personnel in the whole town, and more than 2000 sales companies and offices have been set up throughout the country, more than 10000 franchised stores and special counters have sold the brand information of North America to hundreds of millions of consumers, selling high-quality products produced in north of the Union.

It is connected with the urban area of Wenzhou. There are Nanxi River bridges in the East, Dongyou bridge in the middle and Oujiang bridge in the West.

104 the national road passes through Taizhou and Ningbo, and the 330 National Highway on the west line goes directly to Shanghai and Hangzhou.

The waterway is accessible in all directions, and the goods in Ou Bei can be connected to all major ports in the country to form the trinity of the airport, train and highway.

Because of this, a healthy production and marketing system has been formed.

In the process, enterprises in addition to consciously increase technological pformation, improve product quality, and vigorously promote brand building, a large number of enterprises begin to add value to the brand.

There is no opportunity to create opportunities and opportunities to turn them into gold.

Look at the shoe industry leader of Ou Bei, we can understand the secret of the rise of the brand of Ou Bei town.

In 1998, AOKANG won the title of the ten great leather shoes king in China. With this east wind, the shoe industry opened the monopoly chain, and directly put the brand in all the prime locations, from the five Horse Street in Wenzhou to the Nanjing road in Shanghai.

The reason why AOKANG has become the leading enterprise in China's footwear industry is that there are so many differences between enterprises: when Wenzhou shoes were burned in Hangzhou's Wulin gate in 1987, when AOKANG burned the fake AOKANG's shoes in 1999, it caused a nationwide sensation; from Fujian's Southeast Taiwan to CCTV, the annual advertising cost was calculated by tens of millions of yuan; from building the western shoes to the international giant GEOX, AOKANG regarded the earth as a village, regarded it as a sign in the village, and 2008 was the pride of China.

The red dragonfly has started with the shoe culture. With the development of shoes and technology, Lu Lushun has promoted the brand and the promotion of shoes and sports. Every enterprise has its own killer.

So the shoe industry in North Asia takes honor as if it were picking fruits in its own garden: China's well-known trademarks, China's famous brand products, and national inspection free products.

Why do brand construction become a common practice in Ou Bei?

Jin Zhefu, chairman of ritai group, said: the highest goal of running an enterprise is to a greater degree of socialization, and one of the carriers of socialization is brand.

Therefore, only by persisting in giving and innovating, making brand is the source of living water.

The brand is rooted in fertile land. "The brand building of enterprises promotes the reputation of regional brands. They are inseparable."

Jin Yebin, Secretary of the Yongjia county Party committee and Secretary of the North Town Committee, said.

Because Wenzhou is generally short of land, as far as possible.