On January 7th, 2005, the front page of Zhejiang Daily published the short comment "Strive to Build a Brand Province". In the article, the then supreme leader of Zhejiang Provincial Party Committee Secretary wrote: "In a certain sense, brand is benefit, competitiveness and added value."
In March of the following year, the supreme leader put forward at the Zhejiang Provincial Independent Innovation Conference: "We must persist in combining independent innovation with independent brand strategy to promote the construction of a brand province."
Brand is an important embodiment of the competitiveness of enterprises and even countries, and it is also an important resource to win the world market. The supreme leader has always attached great importance to this.
In May, 2014, General Secretary of the Supreme Leader visited Henan and proposed to "promote the transformation from China manufacturing to China creation, from China speed to China quality, and from China products to China brand".
On the occasion of the seventh China Brand Day, Current Affairs Micro-observation will review the general secretary’s concern and expectation for brand building with you.
Let "Tanyang Gongfu" brand go global.
After long summer, Chashan in Ningde, Fujian Province is greener. Stop and look at the distance, rows of tea trees run up the steps neatly along the mountain, and the fragrance lingers in the air.
Mindong is a famous tea town, and the history of growing tea can be traced back to the Western Jin Dynasty. For thousands of years, this fertile soil of tea has bred many excellent categories, such as Baihao Yinzhen, Tanyang Gongfu black tea and so on. But until the 1980s, the local tea industry was still in a primitive and extensive state of spontaneous growth. Chen Xiumao, then secretary of Ningde County (city) Committee in Ningde area, recalled: "At that time, although we also planted tea here, it was scattered. Every county had a tea factory with messy varieties and different quality, which was not large-scale." "Take your own horn and play your own tune."
In July 1988, just one month after taking office as the new secretary of Ningde District Committee, the supreme leader came to Tanyang Village for investigation. After the symposium, he climbed a mountain named Liuchiping behind the village along the mountain road to see Chashan.
Regardless of the mud, the supreme leader said to the cadres in the same trade: "We should vigorously develop the characteristic tea industry according to local conditions and take the lead in breaking ‘ Zuzu Mountain ’ Reclaim the barren hills and plant tea trees. " He stressed that it is necessary to cherish, protect, develop and apply the brand of "Tanyang Gongfu" so that Tanyang Gongfu tea can go to the whole country and the world.
In May, 1990, when the top leader who had just been transferred to Fuzhou Municipal Party Committee Secretary went to Ningde to hand over the work, he investigated Tanyang Gongfu Tea Company in Shekou Township, Fu ‘an City.
During his work in Ningde, the supreme leader has repeatedly opened the way for the local tea industry: grading tea according to local conditions, planting in pieces and on a large scale, scientific management, branding, especially Ningde’s brand, and making fine tea.
Time flows in the fragrance of tea. In mid-spring, 2021, General Secretary of the Supreme Leader visited Yanzike Ecological Tea Garden in Xingcun Town at the foot of Wuyishan Mountain.
On March 22, 2021, General Secretary of the Supreme Leader had a cordial exchange with science and technology commissioners and tea farmers at Yanzike Ecological Tea Garden in Xingcun Town, Wuyishan City, Nanping City, Fujian Province to learn about the development of local tea industry.
The general secretary said to the villagers: "In the past, the tea industry was a pillar industry for you to get rid of poverty and tackle the problem, and it will become a pillar industry for rural revitalization in the future." He exhorted us to do a good job in tea culture, tea industry and tea science and technology, adhere to the direction of green development, strengthen brand awareness, optimize the marketing and circulation environment, and lay a solid industrial foundation for rural revitalization.
At present, there are 34 tea brands in Fujian Province that have won well-known trademarks in China. In 2022, the province’s tea export value exceeded 3.5 billion yuan, a year-on-year increase of 6.9%.
The story of "three hounds"
Regarding the brand, the supreme leader told the story of "three hounds" during his work in Zhejiang — —
"African hounds are small, but they hunt in groups. In the face of zebras much bigger than them, the three hounds divide their work accurately, one biting the hind legs, one biting the front legs, one biting the neck and killing a zebra. The hound-style division of labor has enabled many small and medium-sized enterprises in Zhejiang to effectively reduce production costs and produce inexpensive products. But enterprises want to make more money, but they can’t ‘ Good quality and high price ’ The reason is that there is no own brand. Leather shoes of similar quality can only be sold for twenty or thirty yuan without a brand. If they are domestic well-known trademarks, they can be sold for hundreds or thousands of yuan. If they are international brands, they can even be sold for tens of thousands of yuan. The room for price increases is very large. "
Brand is not only related to the development and competitiveness of enterprises, but also closely related to the income and good life of the people.
On July 16, 2015, General Secretary of the Supreme Leader communicated with villagers and agricultural technicians in the paddy field of Guangdong Village, Yanbian Prefecture, Jilin Province.
In July 2015, General Secretary of the Supreme Leader passed through a large paddy field during his inspection tour in Yanbian, Jilin. This is the largest rice base in Yanbian area, which is known as "Pinggang Oasis". The general secretary got off the bus and walked into the paddy field along the muddy ridge, and talked with the villagers and agricultural technicians who were working in the field. I heard that there was a good harvest, and the general secretary encouraged everyone: "Food should also be branded, so that the price is good and the benefits are good. I wish the villagers a bumper harvest. "
Autumn Harvest Paddy Fields in Guangdong Village, Yanbian Prefecture, Jilin Province
At present, industrial revitalization is the top priority of rural revitalization and the starting point of practical work.
At the Central Rural Work Conference in 2022, the General Secretary emphasized that the words "local products" should be thoroughly understood, and it was required to rely on the characteristic resources of agriculture and rural areas to "strengthen the leader, supplement the chain, promote the format and build the brand, promote the upgrading of the whole chain of rural industries, and enhance the market competitiveness and sustainable development ability".
From "Fighting with the South" to "Joining with the South"
The strength of the automobile industry is the vane of a country’s manufacturing level. General Secretary of the Supreme Leader once stressed that if we want to become a manufacturing power, we must be a car power.
In 2007, Shanghai just started to build a new generation of self-owned brand cars. At that time, the supreme leader of the Shanghai Municipal Party Committee found in the investigation that there was a knot that needed to be untied as soon as possible.
After the bankruptcy of British Rover Company, SAIC and Nanjing-based Nanqi Group launched a battle for the acquisition of Rover. The two sides refused to give way to each other. Some insiders vividly said, "You choose to advertise street signs in Shanghai, and I will put the advertisements at the door of your factory in Nanjing."
In July 2007, the Supreme Leader investigated Shanghai Volkswagen Automobile Co., Ltd..
If you combine, you will have two benefits, but if you fight, you will have two injuries. The supreme leader learned that if the two sides can work together, it will undoubtedly greatly reduce costs and maximize the integration of resources; Only by working together can we gain a firm foothold and expand our own brands when competing with many joint venture models that occupy absolute advantages.
Under the personal promotion and coordination of the supreme leader, at the end of the year, the two sides formally signed an agreement, and all the assets of Nanqi were integrated into SAIC, and "going to the south" became "going to the south". This joint reorganization has greatly promoted the development of Shanghai’s own brand cars.
Today, China has become the largest country in automobile production and sales, and the competition in the automobile industry is more intense.
On July 23rd, 2020, General Secretary of the Supreme Leader visited the latest vehicle products in the R&D Institute of China FAW Group to learn about the innovation drive, institutional mechanism innovation, industrial structure optimization and upgrading, etc.
In July 2020, General Secretary of the Supreme Leader who visited Jilin came to FAW Group for investigation. In the exhibition hall, the latest vehicle products of brands such as "Red Flag" are lined up. The general secretary walked and watched, asking about the design and performance of the vehicle from time to time, and got into the new car with great interest, holding the steering wheel and experiencing it on the spot.
"The competition in the whole manufacturing industry is fierce, and it is dangerous and more organic. We have seen such a prospect in FAW." The general secretary exhorted, "The key is that the key technologies and core technologies should be in our own hands, so we must set this ambition and make our national brand."
China faw assembly workshop
Brand building is a long-term systematic project, which needs overall planning, long-term contribution and solid progress.
General Secretary of the Supreme Leader has repeatedly given important instructions on brand building, demanding to speed up the "three transformations". During the inspection in various places, the general secretary stressed that it is necessary to "realize technical self-reliance, strengthen and expand national brands" and "adhere to the direction of green development and strengthen brand awareness", which pointed out the direction for brand development in China.
In recent years, China has created a number of outstanding brands with high popularity, strong reputation and great influence. China products, China services and China standards have set sail for the world and become the shining "China business cards" in the international market.
On the new journey, China national brands are "running" and "accelerating" on the road of high-quality development.
Producer: Geng Zhimin
Producer Xing Lai
Editor-in-Chief Ning Lili
Write Zhang Yanan.
Visual sense Jiang yuhang
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