Ge Zhirong: Choose the Path of Brand Leading Development

Brand embodies a rich connotation, it is not just a symbolic sign or mark, but more of a concept and value. Brand has always been the comprehensive capacity of an enterprise, even of the country. Brand development guides the upgrade of Supply-side Structural Reform.

Since the 18th CPC National Congress, China’s economy has achieved remarkable progress in its upgrade from middle-end to high-end level. After long-term unremitting efforts, the quality of China’s manufacturing, services and brand value have been definitely improved. Although China has become the second largest economy, and the largest export country in the world, we still fall behind in the self-innovated brand building and development. Currently we are economic and manufacturing pioneer, but yet the manufacturing power, not to mention the brand power. There’s a long way to go.

The CPC Central and the State Council attach great importance to the works of brand building and development. President Xi made keynote address on promoting the transformation from China Manufacturing to China Creating, from China Speed to China Quality, from Chine Product to China Brand. Premier Li stressed in 2017 Government Work Report that our main target is to enlarge product category, improve quality and create brand. In the strategic documents such as Quality Development Plan-China Manufacture 2025, quality brand development is set as the major target. Brand leading and promoting supply-demand upgrade is written in the document no. 44 by the State Council, guiding the quality brand development in the new stage.

We are glad to see that all generations of Shenzhen Municipal CPC Committee and Shenzhen Municipla Government have been giving priority to works related to brand development, which makes Shenzhen a pioneer role of brand development in the whole nation. Shenzhen is the the first demonstration city of China’s brand building as well as the first city to put “Standard, Quality, Brand, Reputation” as city developing strategy. So far, Shenzhen has yielded favorable results and its influence covers the whole nation.

FSZI allied with relevant government departments, industry associations, jointly carried out Shenzhen Top Brand Evaluation events for 15 consecutive years, which is remarkable and brilliant. In the former 14 evaluation events, altogether 682 enterprises were certified as Shenzhen Top Brand, accounting for 0.5‰ enterprise of Shenzhen, with exportation accounts for 29.71%. FSZI also associated with UNIDO to jointly awarded 15 enterprises as International Renowned Brand, generated tremendous influence in the international community. ShenzheN Top Brand Evaluation explored the way of brand development for enterprises throughout China.

Brand is the core value and wealth of a nation, society and enterprises. Brand building is a systematic project that needs concerted efforts by all walks of life. Let us work in joint hands, stay committed in brand leading development, promoting the transformation from China Product to China Brand. Let us work together to promote China’s economy entering the age of quality and brand, to accelerate the construction of building the nation into a quality power, and thus to make greater contribution.