To strengthen brand building is to adapt to the upgrading of China's consumption structure and to meet the growing masses of the people.LodigameThe important way to build a better life is also the inherent requirement of building a modern economic system and building a new development pattern. In recent years, there has been a "new national tide" formed by original brands and "time-honored brands" in China, which has become a new engine of consumption growth. From electronic technology to trendy toys, from daily necessities to the most important tools of the country, from old brands to "new three", the frequent "out of the circle" of domestic "trendy products" conveys the strong pulse of China's economic development. At present, the domestic market has entered a new stage of development, we need to further improve the quality, continue to carry out R & D and innovation, show the charm of "national tide" with more innovative connotation, and take advantage of the opportunity to enhance the competitiveness and influence of Chinese brands.
Reflect the vitality of China's innovation
Taking the domestic brand as the carrier and the traditional culture as the symbol, the "national tide" embodies the fashion aesthetic concept and leads the fashion consumption trend, which reflects the improvement of China's economic development level and comprehensive national strength. it is also the product of the reactivation of excellent Chinese traditional culture. The rise of "national tide" brand reflects the overall improvement of made in China, Chinese brand and Chinese cultural innovation.
The innovation ability of Chinese manufacturing has been greatly improved. After more than 40 years of reform and opening up, China has formed a large-scale and complete industrial system, which is the only country in the world with all the industrial categories listed in the United Nations industrial classification, and the competitiveness and innovation of the manufacturing industry have been greatly improved. The deep integration of artificial intelligence and manufacturing industry has come to the fore in the fields of R & D, design and manufacturing. "5G + Industrial Internet" gives birth to a new application scene of intelligent manufacturing. It provides scientific and technological support for the manufacturing industry from the aspects of R & D and design, production and brand building, and promotes the "national tide" brand to coruscate vigor and vitality.
The innovation ability of Chinese brands has been greatly improved. In recent years, with the improvement of the R & D and design ability of domestic brands, many traditional brands are growing and gradually realizing the transformation from Chinese products to Chinese brands. "time-honored brands" speed up to adapt to changes in new consumption patterns, such as Jianlibao, Feiyue, White Rabbit Milk Sugar and other old brands to take advantage of the "national trend" to return to the vision of young people. At the same time, more new brands are on the rise, activating the market with excellent Chinese traditional culture. A number of global brand rankings show that the number and value of Chinese brands are among the highest in the world, and their influence in the international market is growing day by day.
The innovation ability of Chinese culture has been greatly improved. The design of "National Tide" pursues the harmonious unity of visual image and cultural connotation, which not only endows the commodity with practical function, but also stimulates consumers' inherent cultural self-confidence and demonstrates cultural creativity. With the increasing influence of Chinese traditional culture in the world, related literary creation, animation, variety shows and so on, Chinese culture has become a fashion trend, loved by young people, but also transformed into a new consumption trend.
Seize the new opportunity and move towards the future
The rise of the brand "Guochao" has distinct characteristics of the times. At present, with the rapid development of a new round of scientific and technological revolution and industrial changes, the people are pursuing a higher quality of life, and changes in population structure have brought about a younger trend of consumers, all of which have brought new opportunities for the development of the "national tide" brand.
The rise of the "national tide" brand converges with the new scientific and technological revolution. The "Guochao" brand relies on all kinds of e-commerce and social platforms in terms of sales channels and brand communication, and coruscates new vitality with the help of new technologies, new models and new business type. In the future, it is necessary to seize the new opportunity of the development of digital intelligent technology, through digital transformation and intelligent transformation, to develop more new products, famous products and fine products, so as to enhance the user stickiness and popularity of the "national tide" brand. Big data, artificial intelligence and other technologies are used to analyze the needs of different consumer groups, build a docking mechanism between supply and demand, and promote the innovation of "national tide" brand consumption pattern and iterative upgrading of supply.
The rise of the "national tide" brand intersects with the pursuit of high-quality life. With the improvement of people's income level and the expansion of middle-income groups, residents' consumption has shifted from quantitative satisfaction to the pursuit of qualitative improvement. Upgraded products such as fashion, quality, energy saving and intelligence are widely welcomed by the market. In the future, it is necessary to seize the new opportunity of upgrading the consumption structure, promote the high-end and quality of "national tide" products, tap the market potential of the "national tide" brand, enhance market growth, and better meet the high-quality life needs of the people.
The rise of the brand "Guochao" converges with the rejuvenation of consumer groups. The new generation of consumers with "post-90s" and "post-00s" as the main body show a more personalized and diversified consumption tendency, are willing to try new things, and regard buying "national tide" and "domestic products" as a new fashion. In the future, we should seize the new opportunity of the change of consumer fashion, promote domestic design to be more in line with the aesthetic concept of young people, and satisfy their consumption psychology of pursuing fashion, paying attention to emotion and highlighting self-confidence. to enable them to obtain a unique emotional experience in the "national tide" consumption, and to tap and activate the huge consumption potential of the new generation of consumer groups.
Unleash the brand potential of "national tide"
To further release the development potential of "Guochao" brand, we should focus on science and technology, quality, culture, mechanism and other fields, continue to innovate based on market demand, and enhance the influence and market competitiveness of "Guochao" brand.
Strengthen the enabling role of scientific and technological innovation. Scientific and technological innovation is the source of brand competitiveness of "national tide". It is necessary to popularize and apply the new mode of intelligent manufacturing to realize personalized customization and flexible production. Promote iterative product updating and launch more high-tech products that lead to consumer fashion. Pay more attention to giving full play to the main role of enterprise innovation, strengthen technological research and development and product innovation, improve the scientific and technological content of the "Guochao" brand, and win more recognition and trust of consumers at home and abroad.
Enhance the brand quality advantage of "National Chao". Quality is the life of "Guochao" brand. It is necessary to guide the "Guochao" brand to strengthen product quality awareness, enhance the connotation of "Guochao" brand quality, and use excellent product quality to retain consumers and win market reputation. The enterprise is the main body to improve the product quality. It is necessary to promote enterprises to continuously carry out quality improvement actions, encourage enterprises to speed up the improvement of product standards and quality, enhance quality stability and reliability, continuously improve the quality level of the "national tide" brand, and establish the image of "Chinese quality."
Further explore the connotation of traditional culture. Brands use culture as the carrier. To enhance the cultural connotation of the "National Trend" brand, we must focus on excavating, refining and disseminating China's excellent traditional culture, inject more Chinese cultural elements into the "National Trend" brand, and enhance the cultural recognition of domestic and foreign consumers with the "National Trend" brand. Promote cross-cultural communication with the "National Trend" brand and enhance the cultural influence of Chinese brands. By integrating Chinese and foreign communication methods, we will display the image of the "National Trend" brand, enhance the recognition of the "National Trend" brand in domestic and foreign markets, and enhance the international communication power of the "National Trend" brand.
Better meet the needs of the new generation of consumer groups. The new generation of consumer groups is becoming the main force of consumption. It is necessary to promote the deep integration of the traditional cultural elements of national trends and domestic products with the diversified and personalized unique consumption trends of the younger generation of consumers, continuously innovate product design and marketing methods, enrich brand cultural elements, and promote product iterative innovation. Fully adapt to the needs of the new generation of consumer groups for social attributes of consumption, flexibly use social platforms to launch "national trend" products, promote interactive experiential consumption, and enhance the appeal to the new generation of consumer groups.
Improve the "national trend" brand cultivation mechanism. Brands need long-term careful cultivation and a good growth environment. It is necessary to improve the "National Trend" brand cultivation mechanism and supporting policies, strengthen corporate brand design, marketing, brand maintenance and other capabilities, and improve brand life cycle management and operation capabilities. Support enterprises to strengthen brand protection and rights protection, severely crack down on illegal activities such as brand counterfeiting and trademark infringement in accordance with the law, and create a good ecological and development environment for the cultivation of high-quality "national trend" brands.
(The author is vice chairman of the China Center for International Economic Exchanges)