Chinese brands made a collective debut, new products made brilliant debut, and online and offline performances kept going... From May 10 to 14, the 2024 China Brand Day activity with the theme of "Chinese brands, the world shares; Chinese fashion brands, building the future" was held in Shanghai. During the event, the launch ceremony, China Brand Development Conference, China Brand Expo, etc. were held. Relevant departments, local governments, enterprises, media, and brand service organizations also carried out various forms of brand feature creation activities, forming a thick atmosphere to promote the high-quality development of Chinese brands.

Technology empowerment

Forge brand new strength

Great powers continue to "launch new products", Chinese fashion brands are widely favored, and brands are taking firm steps to go abroad... During the 2024 China Brand Day, China Brand Expo will simultaneously build an online and offline display platform. Among them, the online exhibition was officially launched on May 10 and opened online all the year round; The offline exhibition was held in the Shanghai World Expo Exhibition Hall, covering an area of about 70000 square meters and gathering nearly 1800 brand enterprises. Walking around the exhibition hall, people really feel the new achievements of Chinese brand construction.

——Driven by innovation, China's brand strength is stronger.

The world's largest diameter full face hard rock tunneling machine "Caucasus", the world's first green shield machine, the first domestic pile beam integrated intelligent bridge building machine... In front of the China Railway booth, a number of "hard core" innovation achievements are eye-catching. "We will continue to improve our innovation capability and promote the field of tunnel boring machines to be more high-end, intelligent and green," said Chen Yun, chairman of China Railway.

The "Nankun", the world's first megawatt floating wave power generation device, and the "Dawa", the first independently controllable large model in the power industry, also attracted many visitors. "We adhere to the guidance of scientific and technological innovation, accelerate the cultivation and development of new quality productivity, and focus on building a new power system," said Qian Chaoyang, general manager of China Southern Power Grid Corporation.

The "silk steel" exhibited by Beijing Shougang is corrosion resistant and high temperature resistant, filling the domestic gap; Zoomlion has brought the world's largest tonnage all terrain crane with internationally leading technical indicators; Chengdu Guimu Robot launched the world's first automatic pavement health detection robot... "Created in China" has emerged, and the core competitiveness of Chinese brands has further improved.

——Towards the high-end, the Chinese brand stage is larger.

On May 10, the integrated small reactor model of State Power Investment Corporation was first presented to the public. Compared with the coolant circulating pressurized water reactor driven by the main pump, this self-developed reactor can achieve full natural circulation, with higher efficiency and stronger safety, and can be widely used in residential heating, seawater desalination and other fields in the future.

CNBM exhibited high-end new material products such as high-performance carbon fiber and ultra-thin flexible foldable glass. BYD looked up to high-end new energy models such as U9 and Denza N7 to attract onlookers, and Bosiden's high-end outdoor down jacket made a wonderful debut... Chinese brands accelerated their progress to the middle and high end of the industrial chain.

——Sailing far, China's brand market is wider.

The AU Conference Center in Ethiopia, the curtain wall of the Dubai Khalifa Tower, the world's tallest building, and the construction of the new administrative capital CBD project in Egypt... Walking into the booth of CSCEC, pictures showed the fruitful results of high-quality co construction of the "Belt and Road", and also showed the high recognition of overseas customers for Chinese brands.

Haier has ranked first in retail sales of large household appliance brands in the world for 15 years; CCCC has built a large number of "connecting bridges", "getting rich roads" and "development ports"; Wuliangye has set up three major international marketing centers in Asia Pacific, Europe and the Americas, and initiated the establishment of the International Famous Wine Alliance... More and more Chinese brands have taken the initiative to "go out", striving to become the narrator of Chinese stories and the communicator of Chinese culture, with increasing international influence.

Domestic fashion goods

Leading new consumption fashion

The frequent appearance of domestic brands carries people's yearning for a better life, and also demonstrates the cultural confidence of Chinese consumers. At the China Brand Expo, the new achievements of high-quality development of domestic fashion products are dizzying.

——Focus on a better life and constantly bring forth new ideas.

There are dozens of small appliances in the exhibition hall. "This is a mini washing machine, which is specially used for washing underwear. This retro health care pot has many functions, such as brewing flower fruit tea, cooking desserts, etc. This electric stew cup can make soup through water, and it sells well." Staff member Zhan Dongyun told reporters that the company is user centered, and continues to expand its diversified product line to better meet consumers' life needs.

Poly integrates humanities into brand building, and actively promotes smart elderly care and urban renovation; China Green Hair has built a comprehensive holiday destination brand of "beautiful resort" in Changbai Mountain, Qiandao Lake and other places to provide high-quality cultural and tourism services; Sinopec has exhibited explosion-proof intelligent refueling robot, thermal and wet comfort intelligent polyester fiber and other products... Many Chinese brands focus on demand, optimize supply, and continue to launch new technologies and products.

——Carry forward the spirit of craftsman and carefully improve the quality.

In the elegant Suzhou Pavilion, the glossy and exquisite Suzhou embroidery works are popular with the audience. "The magnolia on this silk scarf uses a variety of Suzhou embroidery techniques. The petals alone use silk threads of 12 colors. The experienced Xiuniang needs to embroider more than 12000 stitches, which will take at least two days." Zhang Yin, the brand leader of Suzhou Xiuniang Silk Co., Ltd., said.

Shanghai Phoenix Bicycle has set up a special laboratory to strictly control the quality and participate in the construction of new national standards for bicycles; Jiangxi Zhangshu "Medicine City" brand sticks to the traditional skills of frying, dipping, baking, etc., and exhibits many innovative products of traditional Chinese medicine; Xifeng Liquor studies white alcohol to refine the brewing process and improve the brewing quality... Practice the spirit of craftsmanship, more brands are based on quality, and consolidate the hard power of development.

——Integrate traditional culture and stimulate fashion charm.

After entering Jingdezhen Hall, ceramic masters and inheritors of intangible cultural heritage performed the casting technique on the spot. On the booth, a set of golden ceramic cups attracted many audiences. "This is the porcelain that we improve the traditional wood firing process, high temperature colored glaze and other processes, integrate modern aesthetic design, and launch new models every month, which is deeply loved by consumers at home and abroad." said Jiang Li, the head of Yuanqi Ceramics Co., Ltd.

Beijing Yiqing Food Group polished the brand of "Beiping Ice Factory" and developed many categories such as vegetable and fruit juice, tea drinks, yogurt, etc; Luxi River deepens the cultivation of Chinese pastries, which are popular everywhere; Jeanswest draws inspiration from traditional art and innovates clothing fashion expression... "Chinese style" is blowing strongly, and the new national tide is surging.

Cooperate

Create new brand advantages

Feel the charm of Chinese brands and talk about the prospect of Chinese brands. During the 2024 China Brand Day, relevant departments, enterprises, experts and scholars gathered in Shanghai to express their opinions on promoting the high-quality development of Chinese brands.

——Strengthen collaboration and build brand by departments.

There are 1455 time-honored brands in China, more than 12000 specialized and new "little giant" enterprises, and the annual output value of geographical indication products exceeds 800 billion yuan... Come to the preface hall of the theme exhibition area of China Brand Expo, and in the "department building brand" section, a string of striking figures mark the solid achievements of relevant departments in promoting brand building.

"Enterprises are the direct promoters of economic development, the direct creators of social wealth, and an important driving force for the realization of Chinese style modernization." Gong Zhenheng, Deputy Director of the Industrial Development Department of the National Development and Reform Commission, called on all sectors of society to further consolidate consensus, forge ahead, and take a more active and promising responsibility to serve economic and social development, Promote the development of enterprises with a good image of a responsible brand, and jointly write a new chapter of high-quality development in the new era.

——Optimize the environment and cultivate local brands.

The Shanghai Pavilion with the theme of "Beautiful Shenhuo" is full of science and technology. In addition to domestic electric vertical takeoff and landing aircraft, domestic large cruise ships, humanoid robots and other innovative highlights, it also combed the new progress of Shanghai in building high-end industrial clusters, building characteristic industrial parks, and supporting high-tech enterprises.

"In the past 10 years, a large number of enterprise brands with distinctive characteristics and leading consumer trends have grown and expanded in Shanghai." Wang Yayuan, deputy director of the Publicity Department of the Shanghai Municipal Party Committee and deputy director of the Shanghai Municipal State owned Assets Supervision and Administration Commission, said that at the beginning of this year, Shanghai launched the latest version of the action plan to optimize the business environment, and focused on providing stronger policy support for enterprise development, "We will continue to optimize the business environment, form a virtuous circle of excellent environment, confidence, vitality and development, and attract more domestic and foreign high-quality resources to Shanghai, integrate into Shanghai and take root in Shanghai."

Hebei has built a brand cultivation base of "Hebei has its own characteristics", Hainan has built a provincial agricultural product regional public brand of "Hainan fresh products", and Sichuan has cultivated a "Sichuan style" characteristic industrial cluster... Relevant departments around the country have worked together to promote high-quality brand development.

——Promote development and brighten the brand in the industry.

The special exhibition area of "Harmony and Co creation" is the highlight of this year's China Brand Expo. China Bicycle Association, China Institute of Certified Public Accountants, China Construction Enterprise Management Association, etc. focus on demonstrating the development of the industry in the form of special exhibitions. The China Brand Development Conference held a keynote meeting and a number of parallel meetings, inviting enterprises in steel, textile and clothing industries to discuss brand development.

"We take brand building as the starting point to promote the high-quality development of the industry." The relevant person in charge of the China Institute of Certified Public Accountants said that we will continue to make efforts in integrity, talent, professional standards, informatization and other aspects to improve the recognition, credibility and influence of Chinese brand accounting firms.

With the institutional advantages of the socialist market economy, the demand advantages of the super large market, the supply advantages of the complete industrial system, and the talent advantages of a large number of high-quality workers and entrepreneurs, the fundamentals of China's economy with strong resilience, sufficient potential, wide room for maneuver, and long-term improvement will not change. Taking advantage of the momentum and making contributions for a long time, Chinese brands will continue to bloom new vitality and reach new levels!

People's Daily (May 13, 2024, version 12)

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