Jinjiang: Brand Strategy Boosts The Rise Of Strong City

In a short span of 30 years, Jinjiang achieved a historic leap from the poor agricultural sector to the strong economy, thanks to the sustained drive of the brand strategy.

Since 1985, "grasping the quality of economy must catch quality" has quickly become the consciousness of leaders and enterprises at all levels in Jinjiang.

In 1988, the Jinjiang municipal government put forward the slogan of "quality decline, Jinjiang quality, Jinjiang prosperity".

In the early 90s of last century, the Jinjiang municipal government put forward the strategy of "quality based market", set up a leading group of quality standardization and anti-counterfeiting work, and formulated the "quality city construction project plan" to push the work of "quality based market" to be organized, systematized and standardized.

According to the plan, all enterprises and industry departments are equipped with full-time and part-time quality control personnel, and set up a special management body responsible for quality work, and define the quality responsibility system of "who is in charge and who is responsible".

In early 1991, Jinjiang took the lead in establishing the Technical Supervision Bureau in the whole province, setting up the product quality supervision and Inspection Institute, the metrological verification Institute, the Technical Supervision Intelligence Office, and extended the administrative law enforcement to the town.

The introduction of the city's quality work recognition program, guide enterprises to establish product quality certification and quality system certification.

In 1992, when the Jinjiang city conference was held in Jinjiang, Jinjiang put forward the spirit of "honesty, humility, solidarity and collage" and put the "integrity" in the forefront.

Through continuous efforts, the quality assurance system in Jinjiang has been rapidly formed, and the quality level has improved rapidly. The economy has developed rapidly along with the improvement of product quality.

From 1991 to 1996, the overall pass rate of industrial product quality supervision and spot check in major industries of the city increased from 57.5% to 80.2%, and the total output value of industry and agriculture increased from 3 billion 300 million to 27 billion 200 million.

Up to now, the city's output value is more than ten million yuan, and the proportion of implementing ISO9000 standards or implementing IQM (total quality management) has reached 90%. The city's enterprises have obtained 684 certificates of quality system certification, 103 certificates of product quality certification, 382 certificates of IS014000 environmental management system certification, and 14 certificates of SA8000 certification.

Jinjiang goods with high quality and low price, with the one hundred thousand Jinjiang supply and marketing force, are sold to the north and south of the five continents and become the "reassuring goods" of consumers.

Brand names are well-known. With the deepening and expansion of reform and opening up, the social economy has entered the buyer's economic era.

Jinjiang leaders and enterprises are more aware that quality is the life of commodities and brands are the soul of enterprises.

In the competition of homogeneous goods and oversupply, the consumption trend of the market depends largely on brand guidance.

Imitation and OEM are far from enough. We need to create our own brands.

Based on the above understanding, on the basis of the overall improvement of product quality, in 1998, Jinjiang further put forward "brand building market". In 2002, it was loudly put forward that Jinjiang should be the capital of Chinese brand.

In May 2003, the Jinjiang municipal Party committee and the municipal government convened a working conference to build a brand capital city and issued a notice on encouraging policies for building the brand capital.

The notice gives a one-time reward of 1 million yuan to enterprises that have acquired famous brand products or well-known trademarks in China. The enterprises that have obtained the national export exemption products and Fujian famous brand products and well-known trademark enterprises are also awarded different grades.

The city government also invited experts, scholars and leaders of successful brand enterprises in the field to instigate and indoctrination local entrepreneurs' brand ideas, and organize entrepreneurs to go out of Jinjiang to investigate and learn the operation mode of famous brand enterprises.

In June 2005, Jinjiang also made the notice of adjusting and enriching some preferential policies to build the brand capital. On the basis of continued brand incentives, it provided plots of land for enterprises that acquire Chinese famous brands or well-known trademarks in China, listed companies and enterprises with an annual export volume exceeding US $50 million, so that they could build headquarters building in Jinjiang city. The land price was charged according to the 1/3 of the benchmark land price.

According to statistics, from 2002-2007 years, Jinjiang has implemented 100 million yuan of reward for brand cultivation, which has played a good policy guidance role.

In order to build a brand city, Jinjiang embarked on the development of industrial cluster and brand development plan in 2003.

After more than three months of in-depth research, ten of his draft completed the plan.

The plan has made a strong operational arrangement for the cities, provinces and national brands that the city will focus on nurturing and building in the near, medium and long term.

On this basis, the Jinjiang municipal Party committee and the municipal government issued measures and policies to further promote the development of regional industrial clusters and brands, requiring departments and towns (streets) according to the plan to specify the key industries, projects, enterprises, products and brands that should be focused every year.

A moving scene of interaction between government and enterprises and cultivation and development of industrial clusters and brands is thriving in Jinjiang.

In order to build a brand city, Jinjiang attaches great importance to creating a warm atmosphere for creating national brands, and is committed to stimulating the enthusiasm of enterprises to create Chinese brand names.

In April 2002, when Jinjiang's four enterprises, including Heng, seven wolves, Xun Xing and Anta, won the well-known trademarks in China, Jinjiang held a special recognition ceremony for them, and broadcast them to the city through the cable TV. People saw not only the moving scenes of the four enterprises being awarded 1 million yuan bonus, but also saw other excellent enterprises get 4 million 300 thousand yuan of huge bonuses.

In April 2004, Jinjiang and the China Federation of industrial economy jointly organized the "China industrial cluster economic development (Jinjiang) forum" in the lead in the whole country, and discussed and launched further how to improve Jinjiang's industrial clusters and promote the construction of the brand capital.

In December 2004, the Jinjiang municipal Party committee and the municipal government supported the business community to put the famous song "the same song" into Jinjiang, and set up a "big concert in Jinjiang of China's brand city" at the door of the city. Through the screen, Jinjiang made the brand city to be displayed in front of the whole nation. "In December 2004,

In April 2005, the "brand capital (Jinjiang) Brand Summit Forum" was held in Jinjiang again.

Through the planned and organized series of activities, Jinjiang's brand enterprises will become the protagonists and stars.

It is the consensus and pursuit of Jinjiang business community to "make famous brands and create brand names".

"Brand building fever" has sprung up in Jinjiang.

In this "brand building movement", Anta has successfully played a role of demonstration and promotion.

Kong Linghui was the first company to hire Chinese table tennis players to advertise the sports shoes of the enterprises in Kong Linghui.

At the Sydney Olympic Games, Kong Linghui won the world men's singles champion through hard work. Anta's "I choose, I like" advertisement word quickly spread across the land of Shenzhou and achieved unexpected success. Anta soon became a leader in the national sports shoes industry.

In the eyes of Jinjiang entrepreneurs, Anta's successful practice makes them vividly feel what is called brand name, what is brand management and what is brand enterprise.

Their enthusiasm for "making cards" has erupted like volcanoes. They have invested huge sums of money. Celebrities and celebrities are invited as spokesmen to advertise in various media and promote their products and brands.

In the past 4 years or more, the advertising cost of Jinjiang enterprises in CCTV and local TV has been as high as 4 billion 500 million yuan, and even CCTV-5 has been called the "Jinjiang channel".

Many enterprises are strengthening their internal management and improving product quality while building their own brand image, and begin to pay attention to the construction of enterprise culture.

After the active interaction and diligent efforts of the government and enterprises, Jinjiang has made remarkable achievements in building the "brand city of China".

Up to now, the city of Jinjiang has 81 well-known trademarks in China, 24 famous brand products in China, 2 Chinese export brands, 88 national inspection free products, 14 regional brands, 5 brands selected for Asia's 500 strong brands, 10 trademarks are selected as the most valuable trademarks in China, 500 brands, and 3 brands in China's industry standard brands; and Anne Le, Jin Ba, Anta and Lingyuan medicine 4 brands are among the first "national key protection brands".

Jinjiang has become one of the county level cities with the largest number of Chinese brands in the country.

Jinjiang has also won the honor of "the world jacket capital", "China Shoes Capital", "China's textile industry base city", "China's food industry strong county", "National County food economic development demonstration county", "China Umbrella City", "China ceramic town", "China's stone town", "China's famous Leisure Town", "China's underwear town", "China's famous textile town", "China's famous weaving town" and "China's sports clothing town" and so on.

To deepen the connotation and enhance the image, how to further enhance the popularity, reputation and gold content and added value of the brand in Jinjiang, how to achieve the mutual reflection between the brand and the city card, and how to cultivate the industry leading brand and the world famous brand, has become a deep thinking problem of the party and government leaders, enterprises and society in Jinjiang.

In studying and implementing the spirit of the 17th National Congress of the Communist Party of China, Jinjiang has made the choice of deepening brand building, determined to realize "three pformations", and deepened the building of "building China's brand capital".

The pformation from "made in Jinjiang" to "created in Jinjiang": Aiming at the weaknesses of Jinjiang's brands, such as low level of operation, low technology content and limited intellectual property rights, Jinjiang will focus its efforts on promoting the brand to "Jinjiang creation", especially from policies and awards, encouraging brand enterprises to obtain national and provincial laboratory authorization, participate in the drafting of industry standards, declare the qualifications of the Secretariat of the industry standard committee, grasp the core technology of the brand, increase the added value and competitiveness of the brand, and obtain the right of the enterprise to set rules and pricing in the industry.

At present, nearly 200 enterprises in the city have set up product technology research and development institutions, and 22 enterprise technology development centers have been recognized as provincial technology development centers. Feng Zhu and Xun Xing have been recognized as state-level technology centers, and 3 enterprises are declaring national level centers and 10 provincial level technology centers.

The enthusiasm of enterprises to participate in national standards and industry standards has been high. At present, 2 enterprises have set up the National Standardization Committee, which is divided into the Secretariat. 6 enterprises have become national standard drafting units and 19 enterprises have become standard drafting units.

Last year, Anta, Lei speed and XTEP took part in the drafting of the first national professional sports clothing and protective products national standard. This year, there were yako, Crayon Shin, Hui Kang, Qifeng and other enterprises, and successfully participated in the drafting of 9 candy industry standards led by China sugar.

According to statistics, in recent years, Jinjiang brand enterprises have more and more patents for independent innovation. Only Heng An and Anta have 145 patents and 47 independent intellectual property rights respectively.

From "commodity exports" to "brand exports": in deepening brand building, Jinjiang encourages brand enterprises to invest abroad, register trademarks, set up independent sales outlets, merge or acquire foreign brands while consolidating the domestic market, and gradually enhance the visibility of their own brands abroad, and strive to create "China's world famous brand".

　　去年以來，晉江組織企業參與商務部“中菲經濟貿易合作區”投資項目洽談，目前正爭取把在菲創建晉江經濟開放區項目，納入國家“十一五”境外投資經濟合作區十大項目之一；組織品牌企業赴俄羅斯、東歐市場、北美自由貿易區考察，探索設立境外經濟貿易合作區的方法和途徑；鼓勵有條件、有實力的品牌企業開展境外加工貿易，已批準5家企業在印尼、香港、英國、日本等地設立貿易公司，設立1家境外加工企業；組織品牌企業赴境外參展，當中有阿聯酋迪拜的第十屆中東海灣國家食品展，香港家庭用品、禮品及贈品展覽會，臺灣高雄海峽兩岸（福建）健康家庭用品博覽會，印度金奈國際鞋材展、新德里的“中國商品、技術與工程展”、第十四屆印度國際皮革展，日本大阪第二屆華交會日本展等。

In May 2007, Anta sports tourism shoe leader Anta successfully launched in Jinjiang.

Since then, Jinjiang has focused on guiding Anta to expand the international market network, and strive to take the lead in cultivating the first "China world famous brand" in the whole province.

Meanwhile, Jinjiang continues to increase its support for HengAn, Hengda, Mei Hua, Xun Xing, Fei Li, Guan Da Xing, Da Sen and other "Chinese famous brands" and "China's export brands", so as to provide services and create conditions for them to achieve "brand export" as soon as possible.

The pformation from "corporate brand" to "urban brand": according to the Beijing social survey, only 7% of the 500 respondents were aware that the brand originated from Jinjiang.

In order to change the embarrassing situation of "Jinjiang brand" more famous than "brand Jinjiang", let the city brand and enterprise brand promote each other, complement each other, make Jinjiang city brand become the locomotive that makes Jinjiang brand stronger and improve the taste and function of the city. At the end of 2007, Jinjiang sounded the "first China Sports City".