How To Resolve The Embarrassment Of "Big Manufacturing Country And Small Brand Country"?

"3.15" as a statutory day for the protection of consumers' rights and interests has become a nightmare for black hearted enterprises and bad brands. CCTV's annual "3.15 party" exposures illegal enterprises to consumers. But appraising is not an end. The most important thing is how to safeguard the legitimate rights and interests of consumers and create a quality and integrity shopping environment for them. And other bad brands to avoid "3.15" to avoid the fear of difference. Jingdong jointly with CCTV and carrying HUAWEI, Lan Yueliang, GREE, Haier, dragon fish, Mei, Yi, Zi Yuan, Dong'e donkey hide gelatin, the Yanghe River and other 10 CCTV "national brand plan" members announced the launch of the first 315 Jingdong national product day. The Jingdong said it hoped to help CCTV members of the national brand plan establish a platform for communication and interaction with consumers through the launch of Jingdong's national product day. brand image To establish the confidence of the Chinese in "China's wisdom".

As the world's leading brand evaluation agency, the world brand laboratory releases three lists every year - "China's 500 most valuable brands", "Asia's top 500 brands" and "world top 500 brand" series. The world brand laboratory's latest "world top 500 brand" list shows that American brands occupy 227 seats in the top 500, while Britain and France are ranked second in 41 brands. Japan, China, Germany, Switzerland and Italy are second camps of brand power, with 37, 36, 26, 19 and 17 brands selected respectively. The 36 brands will probably get good results in many people's eyes, but if compared with the data made in China, it will be a bit of a mystery. What is the power of China's manufacturing? What can we see through the following data: China has made the world's 90% Star Spangled Banner; the world's 60% luxury goods; the world's 33% mobile phones; 80% of the man-made Christmas trees; the world's 95% notebook computers; the world's 23% tea; the global footwear industry's 13 billion pairs of shoes; 7 billion; and 4 of the world's 3 toys from Shenzhen, China.

China has become the world's second largest economy and the world's largest manufacturing country. However, the brand development of Chinese enterprises is lagging behind, and still can only be regarded as "big manufacturing country and small brand country". It is no wonder that Ren Xuean, director of CCTV advertising management and management center, stated with great earnestness at this Jingdong's national product day conference that in the past a long time, China has few famous brands with significant competitiveness and influence in the world. It has been at the bottom of the whole industry chain for decades. It is urgent to build a batch of Chinese brands with international competitiveness. This is also the original intention of the birth of the CCTV national brand program. Jingdong, a member of the joint national brand program, stepped out of the country to appear in the times square of New York. At the crossroads of the world, it displayed the strength of China made to the world, aiming at the embarrassment of China's "big manufacturing country and small brand country". By integrating the core advantages of China's leading e-commerce platform and media platform, it promoted the upgrading of Chinese products to Chinese brands.

The electricity supplier has become an important part of China's new economy. In 2016, the total annual spanaction volume of the Jingdong platform has reached 939 billion 200 million yuan. Every year, more than ten million brands are offering high quality goods and services to hundreds of millions of consumers on Jingdong platform. The most important thing is that Jingdong has already opened up all aspects of marketing, logistics, after sales service, quality control, financial services and technical support. This is why CCTV chooses to cooperate with Jingdong to create national product days. Jingdong's opening capacity will become a powerful driving force for Chinese enterprises to deepen the supply side reform and realize spanformation and upgrading.

First of all, the opening of the Jingdong's marketing ability will help the traditional manufacturing enterprises to reconstruct their relationship with consumers and improve their brand influence and sales. Jingdong has provided a simple and simple marketing channel service for enterprises. It is not only simple and integrated, such as integrated marketing, data driving, product quality integration, open platform, scene linking, etc. it not only helps enterprises better understand users, but also helps brands expand their marketing boundaries and carry out precision marketing through big data, so as to achieve product quality integration and help enterprises achieve the growth of brands while achieving sales growth.

Secondly, through the opening of logistics operation capability, Jingdong helps Chinese manufacturing enterprises to reduce supply chain costs, improve circulation efficiency and maximize customer experience. In the era of consumer upgrades, the establishment of brand loyalty by customers has extended to shopping experience, logistics service, after sale service and so on besides product quality itself. Especially with the increasing proportion of electricity providers in the retail industry, logistics service experience has become the top priority of customer experience. With its many years of B2C e-commerce logistics precipitation, Jingdong can provide different solutions to the supply chain cost and efficiency of the supply chain in accordance with the characteristics and differences of supply chain characteristics of different industries, and provide a variety of solutions in the warehousing and distribution integrated logistics service. It will enhance the level of intelligence through technological innovation, and enhance efficiency and experience with the core of cloud computing, artificial intelligence and robotics.

In addition, Jingdong's 360 degree quality assurance system will help to upgrade the quality of manufacturing industry and solve the contradiction between supply and demand in China. Jingdong set up the "360 degree quality guarantee system" to control the whole process from six aspects, namely, acquisition, quality control, warehousing, distribution, after sale and technology. On the one hand, it meets consumers' demand for quality consumption. On the other hand, by establishing standards and improving ecology, Jingdong can spanfer consumers' concerns and demands to the upstream more accurately, forcing the upgrading of manufacturing quality to bring more and better services and products to consumers.

Finally, Jingdong's supply chain with industrial conductivity can enhance traditional manufacturing enterprises. Supply chain Efficiency and speed up the process of intelligence. Through after-sales and follow-up services, Jingdong will spanmit more value-added products to enterprises, accelerate the mass customization process, soft manufacturing and customized road. In addition, Jingdong has shared the fruits of intelligent business with enterprises, promoting spanformation and upgrading of manufacturing industry through innovative technologies such as AR/VR technology, artificial intelligence, robotics and so on, so as to achieve common growth with brands.

This year's 315 theme is "network integrity, no worries about consumption". JD.COM The group's chief public affairs officer, LAN ye, said that behind this theme is the strong expectation of consumers for quality consumption, especially the promotion of online shopping service level. The holding of Jingdong's national product day is no longer just a consumer protection day for 315, but also a quality and integrity Shopping Festival. But if we look at another point of view, consumers' strong expectation of quality consumption, especially the promotion of online shopping service level, is not a good opportunity to shape national brands and promote the upgrading of Chinese manufacturing quality. In fact, between the 315 Jingdong date, Jingdong and ten CCTV members of the "national brand plan" have arrived at New York times square with the image of "brand national team" for this purpose. Jingdong and CCTV joined hands with the 315 special festival to display the strength of Chinese made brands to consumers, including Chinese consumers, in the form of "national product day".

"Made in China 2025" is the hope that through the application of "Internet +" to achieve structural changes and increase in output, it is hoped that in the case of relatively backward Chinese industry, on the one hand, we can enhance production capacity through hardware technology innovation, and on the other hand, introduce the market and user value chain through Internet technology innovation, enhance the manufacturing capacity of Chinese brands, promote the upgrading of industries and consumption, and spawn new industrial revolution. And this Jingdong joint CCTV with more than ten national brands launched the national product day behind, expressing exactly the strong brand appeal of China's manufacturing spanformation and upgrading. The spanformation from "made in China" to "made in China" has made Chinese brands more confident. The launch of Jingdong's National Day is to create more and more high-quality Chinese brands, and to push Chinese manufacturing into the era of quality upgrading.

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