Zhejiang'S Famous Brand Strategy And Regional Economic Development

Summary: in recent years, Zhejiang's famous brand strategy has achieved fruitful results. This paper intends to study the development of Chinese famous brand products in Zhejiang province and the upgrading path of clusters caused by the development of famous brand products.

The first part analyzes the great achievements of the famous brand strategy in Zhejiang province. No matter from the number of famous brands or the strength of famous brands, Zhejiang province has already been in the front rank of the whole country. The famous brand enterprises are in good condition, and the textile and garment industry and equipment manufacturing industry are the main products of Zhejiang province.

The second part analyzes the development of famous brand products in Zhejiang's main industrial clusters, and holds that Zhejiang's industrial cluster is the cradle of producing brand-name products and forms a number of famous brand leading enterprises in the cluster.

The third part analyzes the challenges and development ways of Zhejiang's traditional industrial clusters in the new competitive situation, and initially puts forward the driving role of the emergence of famous brand products to the development of clusters.

The fourth part takes the main industrial clusters in Zhejiang as an example to analyze the upgrading path of clusters after the emergence of brand-name products in the cluster, analyzes the role of famous brand products in each stage of development of clusters, and points out that the formation of innovative industrial clusters is the best way out for traditional industrial clusters to get rid of difficulties.

The fifth part points out the problems existing in the development of famous brand products in Zhejiang and the upgrading of clusters.

The sixth part puts forward countermeasures and suggestions for the problems.

Brand building is an important part of Zhejiang's "starting a business and enriching the people, creating a strong province". It is also an important strategy for Zhejiang to make the manufacturing industry take off again.

In recent years, Zhejiang's brand construction has yielded fruitful results, forming a large number of famous brand products both at home and abroad.

In the industrial cluster of Zhejiang Province, a large number of leading brand products are also produced, and there are famous brand "leading enterprises" with many famous brand products.

The formation of these famous brand products is of great strategic significance for Zhejiang's traditional industrial clusters to pform their competitive ways, upgrade their clusters, take the high-end road of cluster development, and ultimately form innovative industrial clusters, and better face the constraints of intense international competition and tight energy, resources and environment. It is also an important condition to enhance the status of Zhejiang's manufacturing industry in the global industrial division.

This article will take the Chinese famous brand products representing the advanced achievements of the manufacturing industry as an example to analyze the achievements of Zhejiang's famous brand strategy and the upgrading path of Zhejiang's traditional industrial clusters under the famous brand strategy, and put forward countermeasures for the problems existing in the development of famous brand products and the upgrading of traditional industrial clusters.

First, the famous brand strategy of Zhejiang province has made great achievements. The "11th Five-Year plan" of Zhejiang province has made clear the "strengthening brand innovation and management innovation, gradually realizing the pformation from primary simple processing and OEM production, to independent innovation and private brand oriented, to cultivate 100 well-known trademarks, and a number of economic development strategies with a high reputation of manufacturing, service and agricultural products in the whole country, and building a brand big province".

In recent years, Zhejiang has attached great importance to the cultivation and development of brands. Through the cultivation of famous brand products, the realization of the "rebirth of the manufacturing industry" and "Phoenix Nirvana" have achieved great success in implementing the brand strategy.

1. the number of Chinese famous brands is increasing year by year.

China's famous brand products, which have been commended in 2001, represent the highest level made in China, and are the symbol of the strength of regional manufacturing industry.

In 2001 -2007, the number of famous brand products in Zhejiang increased year by year. The number of newly added brand-name products was 6, 13, 33, 31, 56, 57 and 95 respectively. In the 07 year, the number of new Chinese brands in Zhejiang ranked first in China.

So far, Zhejiang has won 289 [1] brands in China, accounting for 14.9% of the total number of 1957 famous brands in China.

2. the famous brand enterprises in China are in good condition.

Because of its brand influence, Chinese famous brand enterprises are better than the general enterprises in terms of production and operation.

Although the number of Chinese famous brand production enterprises accounts for only 0.5% of the industrial enterprises above Designated Size in the province, the demonstration and promotion role of the province's economic development can not be ignored.

In 2006, the total output value of Chinese famous brand enterprises in Zhejiang was 249 billion 250 million yuan, accounting for 8.6% of the total industrial output value, and realized a profit of 16 billion 340 million yuan, accounting for 11.9% of the total industrial profits above the total scale, and the total assets profit rate was 7.3%, which was 1.8 percentage points higher than that of all scale industries (5.5%).

3. Chinese famous brand enterprises have relatively high research input and strong product innovation ability.

In 2006, the expenditure of Chinese famous brand enterprises in Zhejiang for scientific and technological activities was 3 billion 970 million yuan, accounting for 24.3% of the total profit, 8.7 percentage points higher than that of all scale industries.

High scientific research investment has made Chinese famous brand enterprises have strong product innovation ability. In 2006, Zhejiang famous brand enterprises in China realized the output value of new products by 76 billion 170 million yuan, and the output value of new products was 30.6%, 16.7 percentage points higher than that of all industries.

4. the effect of the famous brand of private economy shows that the private economy occupies a dominant position in the industrial economy of Zhejiang province. From the perspective of holding situation, the total output value of private holding enterprises in Zhejiang in 2006 was 61.5% above that in the above scale industries.

The development of private economy in Zhejiang has strong institutional advantages and advanced advantages, and the famous brand products of private economy are developing rapidly.

In 2006, in China's famous brand enterprises in Zhejiang Province, the total output value of private holding enterprises was 176 billion 100 million yuan, accounting for 70.1% of the total output value of all Chinese famous brand enterprises.

5. the distribution of Chinese famous brand products is concentrated.

The famous brand enterprises in Zhejiang are distributed in 25 manufacturing industries, including pportation equipment, electrical machinery, chemistry, clothing and tobacco products industry, which are the five largest brand enterprises in Zhejiang Province, and the total output value is the top five, accounting for 54.5% of the total output value of all the famous brand enterprises in China.

In these five industries, the total output value of pportation equipment manufacturing industry and electrical machinery and equipment manufacturing ranks the top two in the equipment manufacturing industry, which indicates that the development of equipment manufacturing industry in Zhejiang has a certain foundation.

The total output value of clothing, shoes and caps ranks fourth, but the total assets profit rate is 8.5%, which is 1.2 percentage points higher than the average profit rate of Chinese famous brand enterprises. It is the dominant industry in Zhejiang province.

6. the textile and garment products are the superior products of Zhejiang province.

Of the 289 Chinese famous brand products in Zhejiang Province, 77 of them were 26.6%, including 53 shirts, suits, children's wear and neckties, accounting for 18.3%, 24 of cotton, wool, linen, silk and other textile products, 8.3% of them, 20 of food and beverage products, 6.9% of them, 20 of household appliances such as drinking fountains and electric fans, and 6.9% of chemical and household chemical products.

7. equipment manufacturing products are emerging, but large scale equipment is not enough.

In recent years, the equipment manufacturing industry in Zhejiang has been developing rapidly, and the equipment products are emerging in the national market.

Of the 289 Chinese famous brand products in Zhejiang, 108 were equipment manufacturing products, accounting for 37.4%. Among them, the Qian Chao Wan festival was named China's world famous brand product in 2007, the first world famous brand product in Zhejiang province.

The rise of equipment manufacturing brand products indicates that the international competitiveness of Zhejiang's equipment manufacturing industry has been greatly improved.

The upgrading of equipment manufacturing industry has made up for the lightening of industrial structure in Zhejiang to a certain extent, laying a solid foundation for further structural adjustment and upgrading in Zhejiang province.

However, in the equipment brand products, household light appliances, children's cars, pots and other civilian light equipment still account for a large proportion.

None of the 7 Chinese famous brand products, trucks and large and medium-sized passenger cars selected in 2007 were manufactured in Zhejiang, and the brand of large complete sets of equipment needed to be developed in the year of 2007.

Two, the industrial cluster has become the cradle of China's famous brand products, and a leading brand enterprise has been formed in the cluster. 1.. Zhejiang's famous brand products in China are highly concentrated in geography, and the famous brand is strong.

Ningbo, Shaoxing, Hangzhou and Wenzhou are the top four famous brand cities in Zhejiang province. By the end of 2007, they had 60 famous brands, 60 pieces, 54 pieces and 37 pieces, accounting for 73% of the total number of the whole province.

It shows that Zhejiang's economic "advance city" starts with the advantage of first mover, and starts the process of improving manufacturing quality from big to strong.

The 2. industry cluster has become the cradle of China's famous brand products.

The local and marketization effect of the cluster makes the internal enterprises in the cluster enjoy a unique development advantage, get better opportunities for development than the cluster outside enterprises, and form a large number of Chinese famous brand enterprises in the industrial cluster.

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3. the leading brand enterprises in the cluster are formed.

Some of the manufacturing enterprises in Zhejiang's industrial clusters began to become bigger and stronger from the workshop type production, becoming the leading enterprises in the same industry scale efficiency, and also the leading enterprises of creating famous brands.

For example, YOUNGOR group has created 6 Chinese famous brand products: suits, trousers, shirts, ties, jackets and T-shirts. Wanxiang Group has 4 famous Chinese brands, including universal joint, automobile braking system, automobile pmission shaft assembly and bearing. CHINT group has 4 famous Chinese brands, including low voltage switchgear, electric meter, plastic case circuit breaker and universal circuit breaker. The group owns soap, soap, synthetic washing powder and liquid detergent 4 famous brand products in China; Sacon group has 3 famous brand products of electric water heater, gas cooker and hood.

The existence of these leading brands plays an important role in regional economic development and upgrading of the structure.

Three, the development of famous brand products and the upgrading of traditional industrial clusters 1. the difficulties faced by traditional industrial clusters.

Industrial cluster is a special phenomenon of economic development.

According to the definition of Porter (1998), industrial cluster is the concentration of similar and related enterprises in a certain region, especially the industrial consortium consisting of competitors, customers, infrastructure providers and related industries.

According to the characteristics of leading industries in clusters, industrial clusters are generally divided into traditional industrial clusters and high-tech industrial clusters. The former is dominated by traditional low tech industries, while the latter is dominated by high-tech industries, emerging industries or major equipment manufacturing industries.

Most of the existing industrial clusters in Zhejiang are of the former type, forming industrial clusters dominated by traditional textile, clothing, furniture manufacturing and light equipment manufacturing industries.

Compared with high-tech industrial clusters, the leading industries of traditional industrial clusters tend to be labor-intensive industries with low industrial technology content and lack of competitive advantage in modern production.

In particular, the traditional industrial clusters in Zhejiang rely on the production of small businesses in private enterprises. OEM is the main mode of production. The profit of the cluster enterprises is relatively thin, and the low cost is the main competitive advantage of the cluster.

Once these clusters encounter external shocks, they will easily fall into stagnation or even decline.

Recently, the adjustment of export tax rebate, the pressure of energy saving and consumption and the increase of production factor prices have brought a certain impact on the development of traditional industrial clusters in Zhejiang province.

2. the high-end path of traditional cluster development is innovative low tech industrial cluster.

To get rid of this state and realize the benign and sustainable development of clusters, scholars at home and abroad put forward the development of traditional industrial clusters.