Recently, the first China Independent Brand Expo and the China Brand Development International Forum were held. Cultivating independent brands and building brand powers has once again received wide attention from all walks of life.
The current world enters the era of trademark brand economy, and competition in various fields is increasingly concentrated in brand competition. According to a research report on "China's Brands Going to the World" released recently, in 2017, the mainland's main body surpassed Germany with nearly 120,000 foreign trademark applications, ranking second in the world and growing by more than 40% compared with 2016. China has become a veritable trademark power.
However, it should not be overlooked that 20% of the strong brands in developed countries still occupy 80% of the market share, and there is still a long way to go to build a strong brand. Sha Nansheng, deputy director of the Department of Science and Technology of the Ministry of Industry and Information Technology, admitted at the forum that China's manufacturing is still big and not strong. Therefore, it is necessary to improve the quality of the supply system and promote the industry to the high-end of the global value chain as the main direction. Focus on creating a group of Chinese brands with characteristics, competitiveness and high added value.
Xu Heyi, secretary of the Party Committee and Chairman of BAIC Group Co., Ltd. also pointed out that brand is the embodiment of the comprehensive competitiveness of enterprises and even the country. It plays an important role in participating in market competition, stabilizing and strengthening market position, especially participating in and winning the international market.
Brand building is becoming an important means to open the second half of the supply-side structural reform and lead the high-quality development of the economy. Huang Guoliang, director of the Quality Management Department of the State Administration of Markets, said that an important manifestation of high-quality development is the number of brands. Creating a brand is inseparable from the quality of the brand, and only by improving the quality can the brand be created.
How to promote brand development? In the view of the director of the Industry Coordination Department of the National Development and Reform Commission, the first is the new supply to create new demand, to guide enterprises to practice internal strength, to promote the spirit of patientism, excellence, craftsmanship, focus on quality, build brands, and promote the acceleration of supply structure; Leading new supply with new demand, strengthening demand on the demand side, improving the consumption environment, cultivating brand awareness, enabling the consumption structure to be accelerated, and enabling new consumption to lead supply adjustment.
Cultivating brands is also inseparable from a good policy environment and a rule of law environment. Yin Hong, deputy director of the Department of Circulation Industry Development of the Ministry of Commerce, said that the next step is to continue to optimize the policy environment for the development of the old brand. From the four aspects of the protection, inheritance, innovation and development of the old brand, we will build a long-term mechanism for the development of the old brand. In addition, with the help of modern information technology, we continue to promote the development of new products and processes by established enterprises.
Chen Wenzhao, deputy director of the Trademark Office of the State Intellectual Property Office, said that in the future, the market supervision and protection work should be further moved forward. Focusing on well-known trademarks, foreign-related trademarks, geographical indications and old-name trademarks, a series of special activities will be launched to crack down on trademark infringement. Counterfeiting.
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