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Chinese companies see greater brand awareness overseas

2018-January-4       Source: Chinadaily.com.cn

China has become the major contributor to the growth of global trademark registrations and the leader of the world's innovation and brand development, a senior official said at the 2017 China Brand Forum in Beijing.

China has become the major contributor to the growth of global trademark registrations and the leader of the world's innovation and brand development, a senior official said at the 2017 China Brand Forum in Beijing.

"Trademarks are the symbol of an enterprise's brand and the main way to ensure the brand obtains legal protection," said Liu Junchen, deputy director of the State Administration for Industry and Commerce.

Chinese companies have so far registered 17 million trademarks, accounting for 40 percent of the total amount worldwide, Liu said.

According to the 2017 BrandZ Global Top 100 Most Valuable Brands report, 13 of the top 100 brands were from the Chinese mainland last year.

"China has made significant progress in branding, but still has huge potential ahead," Liu said.

Chen Feng, board chairman of HNA Group, one of China's largest conglomerates, said that in the age of transformation, brand building reflects the strength of the Chinese economy and demonstrates Chinese enterprises' wider operation in overseas markets.

In 2016, HNA ranked No 170 on the list of the Fortune Global 500 companies.

"As a world-renowned company, we insist on injecting the business spirit of the Chinese nation into the company's development," Chen said.

"China will have more world brands. We should have cultural confidence," he added.

Zhang Jianqiu, CEO of leading domestic dairy company Yili Industrial Group, said, "More and more Chinese brands are stepping onto the world stage and have gradually become a brilliant business card for China in the world."

Many delegates at the 2017 China Brand Forum agreed that high-quality brands come from high industrial standards for products.

Zhang said Yili has set three quality control lines to ensure high quality of its products.

These are the national standard; the corporate standard, which is 50 percent higher than the national standard; and the internal control line, which is 20 percent higher than the corporate standard.

"The brand is the dominant signal and symbol of market competition. It is a concentrated reflection of hidden signals such as quality, innovation and credit," said Chen Gang, deputy director of the General Administration of Quality Supervision, Inspection and Quarantine.

Building a brand is an effective way to resolve market failures and achieve better prices, Chen said.

"We have been focusing on microwave ovens for 39 years, which has significantly increased our competitiveness in the field of home appliances," said Liang Zhaoxian, president of home appliances-maker Galanz Group.

One in three of the world's microwave ovens has been developed and produced by Galanz.

"The essence of the brand is about top-quality products," Liang said.

After more than 30 years of improvements in quality management, the quality check pass rate in China has steadily risen from 70 percent in the 1980s to over 90 percent today.

The overall quality standards in the country have reached the level of moderately developed countries, according to Liu Pingjun, director of the China Council for Brand Development.

"China is an economic power in the face of global competition," said Ma Peihua, vice-chairman of the Chinese People's Political Consultative Conference National Committee, the nation's top political advisory body.

"Brand power has been paving the way for the country to demonstrate competitiveness and culture."

Editor: Monica Liu

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