Zhou Haijiang: "Three Supports" To Build High Quality Brand Of Red Bean

To build a modern economic system, we must "improve the quality of the supply system as the main direction of attack, and significantly enhance China's economic quality advantage".

Promoting quality change, efficiency change and power pformation is the inevitable requirement of high quality development stage.

Then, at the enterprise level, how can we achieve high quality development?

In order to achieve the high quality development of the enterprise, the way of the red bean group is to promote the quality pformation with independent brand, promote efficiency pformation with excellent performance, and pform the driving force with independent innovation.

In these three ways, building high quality brand is an important prerequisite for enterprises to take the lead in the development of high quality.

On the one hand, brand represents market ownership.

Under the market economy environment, brand is an enterprise, marking the market ownership of enterprise products.

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International brands are divided, and domestic market is divided by domestic brands and international brands.

To participate in the international market division, Chinese enterprises must have a large number of independent brands.

On the other hand, brand is the main chain of every industry chain.

Many industries in China are "first". If we want to master the leading power of international division of labor, achieve low carbon economy, obtain high profits, and stabilize local economic development, we must create our own brand.

Half of the brand is high technology.

The red bean people have always believed in the saying that "half of the brand is technology" and that the brand is high quality and technology is the first place.

In building products, our approach is to create the best products and achieve the best quality.

For example, "

"New products", from 2008 to 2010, the household clothing market is still occupied by such products as plush and gold armor. Red beans have already known underwear.

In the past 4 years, we have developed a patented product called "red bean paste", which has been recognized by consumers as soon as it goes public.

The red bean paste series is updated and iterated according to the needs of consumers every year, which is truly "national underwear".

Red beans have been developing for more than 60 years. They insist on making good products and creating explosive products.

As a national patent pilot enterprise, red beans have applied for more than 100 patents in more than 10 consecutive years.

Of course, the pursuit of quality change is not only the quality of products, but also the quality of customer service.

The red bean people think that the "ingenuity" of the manufacturing industry should not only be placed on the product, but also on the satisfaction of the consumers.

In pursuit of consumer satisfaction, the way of red bean people is to create "intelligent red bean".

From the five systems of intelligent design, intelligent products, intelligent supply chain system, intelligent SPA system and intelligent management, we reconstruct the consumer shopping scene and enhance the consumer shopping experience.

Not long ago, "red beans" took the lead in Jingdong's layout of "unbounded retail". This is a big step for red beans to enter the new retail business. I believe that soon after that, red beans will be pleasantly surprised by consumers in the key areas such as electricity supplier sales, big data application sharing, terminal logistics and distribution, and full channel digital marketing. This is the unremitting efforts of red bean in pursuit of consumer satisfaction.

The other half of the brand is high culture content.

Quality red beans, quality life.

Half of the brand is technology and what is the other half? The red bean people believe that the other half of the brand is culture.

A thorough study of the essence of a brand is a concentrated reflection of culture and technology, changing the form of technology and invariable cultural background.

In 1957, the red bean group originated from a small handicraft workshop. In response to the principles and policies of the party and the state, small factories came back to life and achieved rapid development.

In the past 40 years of reform and opening up, red beans have developed into a large pnational enterprise group with an annual revenue exceeding 60 billion. This is due to adhering to the leadership of the party building and firmly listening to the party's words and following the party's way.

The core values of the party are the source of forming excellent corporate culture. The brand culture of red bean is exactly the brand culture formed by the party building leading the advanced enterprise culture, and the party building culture is an important source of the red bean brand culture.

Red bean clothing, dedication of a love.

The red bean symbolizes family affection, friendship and love. It brings sincere affection to people.

Red bean culture is emotional culture.

To enhance the cultural content of the brand, the red bean group also launched the concept of "brand holiday".

In 2001, red beans began to build "red bean Tanabata Festival - Chinese Valentine's Day". I hope that through promoting and promoting the Chinese people's own Valentine's day, carrying forward the Chinese traditional culture and promoting a healthy view of love, it has been held for seventeen consecutive sessions.

The annual "red bean Qixi Festival" is launched every year, making the cultural brand attribute of red bean stronger and stronger, and further enhancing the popularity at home and abroad.

In May 20, 2006, Tanabata Festival was approved by the State Council to be included in the first batch of national intangible cultural heritage list.

High social responsibility for enterprises to win market and reputation.

How to make the brand long established in the hearts of ordinary people? We believe that we must rely on word of mouth.

How to establish a good reputation? Our approach is to actively carry out the responsibility and practice the concept of "eight party win win".

The red bean group has been trying to achieve a win-win situation with eight stakeholders, including shareholders, employees, customers, suppliers, partners, governments, environment and society.

Guarantee shareholders' interests, especially small shareholders' investment safety interests, win win with shareholders, provide employees with a win-win platform, and provide customers with cost-effective products and value services, win win with customers, form a strategic cooperative relationship with excellent suppliers, win win with suppliers, form a symbiotic and prosperous ecosystem with franchisees, agents and intermediary services, win with partners, solve more employment, pay taxes, maintain stability, win with the government, achieve sustainable development and win a win-win situation with the environment, listen to the rationalization proposals of surrounding communities, support the public welfare industry, promote social harmony, promote social harmony, and win a win-win situation with the community (community).

Adhere to the "eight sides win win", let red beans get the support from all sectors of society, let the red bean brand really take root in the hearts of the people.

Enterprises actively fulfill their social responsibilities is the duty of enterprises to give back to society. It is also a must for sustainable development of society.

In the "modern enterprise system + enterprise party building + social responsibility" in the trinity of the modern Chinese enterprise system with Chinese characteristics, "social responsibility" is the mission.

It can be said that in the 60 years of the development of red bean, social responsibility has always been fulfilled as the mission of the enterprise. The red bean people have been steadfast and unwavering.

"High technology content + high cultural content + high social responsibility" is the three major support to build red bean high quality brand.

The red bean group is taking a positive attitude, implementing the independent brand to promote the quality change, stimulating the innovation vitality of the enterprise, and supporting the high quality development of China from the micro level of the enterprise.