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Ding Shizhong, Chairman Of The Board Of Directors Of Anta Group, CPPCC Member, Helps Enterprises Build Global Brands

2023/3/7 16:19:00 36

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Ding Shizhong, member of the CPPCC National Committee, vice chairman of the All China Federation of Industry and Commerce, and chairman of the board of directors of Anta Group

Ding Shizhong, member of the CPPCC National Committee, vice chairman of the All China Federation of Industry and Commerce, and chairman of the board of directors of Anta Group At this year's National Two Sessions, it was suggested to help first-class enterprises build global leading brands.

Following the strategic deployment of "accelerating the construction of a new development pattern and striving to promote high-quality development" put forward at the 20th National Congress of the Communist Party of China, the Central Committee of the Communist Party of China and the State Council released the Outline of Building a Quality Powerful Country in February this year, which defined the development direction of improving the brand cultivation and development mechanism, carrying out Chinese brand creation actions, and building Chinese boutiques and "century old stores". Creating a global leading brand is an important part of promoting high-level opening up and accelerating the construction of world-class enterprises. It is an important part of the "three transformations", an important symbol of high-quality development, and an era proposition to achieve Chinese style modernization.

Ding Shizhong pointed out that at present, the internationalization process of Chinese enterprises is getting faster and faster, Chinese products are widely recognized and accepted by global users, and a large number of Chinese enterprises are emerging internationally, but there is still a gap compared with the strategic requirements of "accelerating the construction of a new development pattern and striving to promote high-quality development". For example, in the "Global Top 500 Brands 2023" released by Brand Finance, there are 79 Chinese brands shortlisted, which is still a big gap compared with 201 countries with the largest number of shortlisted. Therefore, it is of great practical significance to accelerate the establishment of global leading brands.

He said that creating a global leading brand requires enterprises to have a global perspective, actively integrate global resources and participate in global market operations, develop high-quality products based on the needs of global users, provide excellent experience, and sincerely serve global users. Therefore, striving to create a global leading Chinese brand is conducive to accelerating the construction of world-class enterprises, improving the modern enterprise system with Chinese characteristics, promoting Chinese enterprises to participate in international cooperation at a higher level and with higher quality, shaping the national brand image and enhancing the spillover effect of the country of origin effect.

In view of the important role of building a global leading brand in promoting the "three transformations" and realizing Chinese modernization, Ding Shizhong, together with experts and scholars in related fields, has made the following suggestions on accelerating the building of a global leading brand Four suggestions:

First, establish a promotion mechanism and support mechanism related to accelerating the construction of global leading brands, and provide strategic guidance and policy support for Chinese multinational enterprises to create global leading brands. We will promote the society to fully implement the "Outline for Building a Quality Powerful Country", and actively encourage and guide enterprises with international competitiveness to go out and operate in the international market. Formulate corresponding support policies in the fields of finance, taxation and customs clearance flow to facilitate the global allocation and integration of various factor resources for Chinese multinational enterprises, and promote the global optimization of the layout of Chinese multinational enterprises in the value chain links such as research and development, procurement, manufacturing, logistics, warehousing, promotion, sales, after-sales service, etc, Build a cooperative relationship of mutual dependence and common development with global partners, promote the co creation of international standards and rules, improve global competitiveness and the ability to serve global users well.

Second, vigorously promote entrepreneurship and guide Chinese multinational enterprises with international competitiveness to create global leading brands. Increase efforts to create a good atmosphere for promoting entrepreneurship in the whole society, so that a large number of entrepreneurs with pioneering and innovative spirit and integrity will stand out and thrive in the global competition. Actively encourage and guide Chinese enterprises with international competitiveness to enhance their sense of mission, attach great importance to the establishment of global leading brands in strategy, and formulate corresponding strategic plans for the construction of global leading brands; Promote enterprises to build a brand management system, improve the building capacity of global leading brands, create a global leading brand ecosystem, and let global users recognize and like Chinese brands.

The third is to create a domestic and international business environment and a good social atmosphere conducive to the emergence of global leading brands. Continuously optimize the market-oriented, legalized and internationalized domestic business environment, and maintain the continuity and stability of policies. Promote the international community to build an international business environment conducive to the overseas operation of Chinese brands, focus on maintaining the international market environment of fair competition, and increase efforts to promote transnational protection of brand intellectual property rights. At the same time, domestic colleges and universities and relevant research institutions are encouraged to carry out forward-looking research, learn the theoretical basis, principles, laws, successful models and benchmarking cases of global leading brand creation in various countries, and provide theoretical support and practical benchmarking for Chinese enterprises to create global leading brands.

The fourth is to increase efforts to promote the construction of brand talent echelon needed to create a global leading brand. Promote the global introduction and cultivation of high-end international brand talents, further simplify the procedures and conditions for permanent residence of high-end talents, and provide greater convenience for overseas high-end brand talents to work in China; Strengthen the construction of brand talent system and ladder, and make full use of overseas Chinese students and domestic overseas students. Encourage Chinese multinational enterprises to cooperate with well-known universities to carry out research on global leading brand building, and cooperate to cultivate talents needed by enterprises with global vision and knowledge of international brand building.