In today's society, as the pace of economic globalization accelerates, the market environment in which industrial clusters participate in the division of global value chains has become increasingly complex and international competition has become increasingly fierce. At present, the hardware industry is in the process of further high-end, internationalization and refinement. It can be foreseen that competition in the future will inevitably shift from traditional price and cost factor competition to brand, technology, and marketing element competition.
In a highly competitive market economy society, not only products need brands, companies need brands, they are a city, and a county also needs a brand. The brand of the product indicates the unique performance and quality of the product, while the regional brand indicates the industrial advantages and product characteristics of the region. Just as a brand's influential product can gain more consumers, the region with a greater brand influence can attract more dealerships, suppliers, investors, and talents.
“Recently, the city won the gold medal of “China’s Hardware Capitalâ€, which is exclusive, is the only one in the country, and covers all aspects of hardware, which is different from other brands in a single industry. The improvement of industry reputation will have a huge boost,†said Yang Kezhong, director of the Party Committee of the Municipal Bureau of Quality Supervision.
Before this, the city has continuously obtained the "China Hardware Brand Brand Base", "Hardware City", "China Gate Capital", "China Leisure Sports Car Capital", "Yongkang Hardware Zhejiang Regional Brand", and "China Port "City Capital" and "China's Home Cleaning Tools Capital" and other titles have won the title of "Capital of Chinese Electric Tools" this year. Some of these have laid a solid foundation for calling Yongkang Hardware.
From the town block to the company’s force policy to promote brand building
Looking at the domestic hardware industry, most regions are in the “manufacturing and processing†stage with high production and processing capacity, but in the high-end sectors of the industry chain, such as design, research and development, brand, marketing, etc., the lag phenomenon is still more obvious; particularly prominent The added value of the product brand is low, especially in the international market, it shows the phenomenon of “having goods without licenses†and the phenomenon of “low-end competition†in the domestic market, resulting in a dilemma for the hardware industry. How to improve the product brand, enhance the corporate brand, and then create regional international brands, to seize the commanding heights of the industry, has become a problem of the healthy development of the hardware industry, the continuous improvement of industrial production and manufacturing capabilities can not be avoided.
In view of this, the municipal party committee and the municipal government also attached great importance to brand building and included brand building work in the comprehensive evaluation of towns (streets and districts) in the Yongkang Municipal People's Government issued 2012 Yongkang Township (street and district). According to the notice of the "Double Assessment Method for Industrial Economic Responsibility System," the state stipulates that if an enterprise in a town (street, district) area receives a national-level brand name such as a national-level regional brand, a well-known Chinese trademark, or an export-brand name, it will add one. Enterprises, the town (street, district) can be added to the comprehensive evaluation of 2 points; provincial-level regional brands, provincial brand-name products, famous provincial standards, and other provincial brand titles for every additional 1 additional 0.5 points.
In the "Several Policy Opinions on Promoting the Development of Industrial Economy", special incentives to create a brand to encourage brand cultivation have been set up. For the first time, China's famous brand, China's well-known trademark (excluding judicial procedure identification) and Zhejiang famous brand products have been obtained. , Zhejiang Province, the famous trademark, Zhejiang famous companies, one-time, respectively, to give 1 million yuan, 200,000 yuan reward.
There are also subdivided rewards for obtaining export brand trademarks, and a one-off reward of RMB 100,000 for each brand that obtains Zhejiang export brand names; acquisition of overseas well-known international brands is recognized by the industry and commerce administrative department and acquired by each brand. The amount of 50% reward, the highest not more than *** 500,000 yuan.
For enterprises with registered trademarks overseas, the maximum reward for each item is 10,000 yuan. If the registration is made according to the Madrid Agreement and one of the five countries (regions) is one-off, the maximum reward for each item is 50,000 yuan.
The Inspur Economy Turns to the Brand Effect of the Brand Economy Industry Cluster
Since the beginning of the 21st century, the Yongwuyi area has gradually shifted from the “Inspur economy†to the “quality economy†and the “brand economyâ€. At this stage, the company fully recognized the role of the brand in development, and thus no longer confined to short-term profit goals, but turned to the construction of long-term competitive advantages through technological innovation and brand strategy. During this period, the number of registered trademarks has grown rapidly, and the influence of regional brands has gradually increased. In 2006, our city was listed as a pilot counties (cities) for famous brands in Zhejiang province. In the same year, 3 products including “Supermanâ€, “Yingpeng†and “Sifang†were rated as China's brand-name products; Sifang brand walking tractors were rated as national inspection-free products.
Slowly, the brand creation work also began to gradually change from the initial product brand to the corporate branding and regional branding. With the continuous rise in the number of registered trademarks, the brand effect of industrial clusters represented by “Yongkang Hardware†began to appear. By 2011, the city has owned 59 well-known Chinese trademarks such as “Supermanâ€, “Sifangâ€, “Wang Liâ€, “Halsâ€, and “Daomingâ€; “Zhongtai Holding Group Co., Ltd.†and “Zhejiang Fine Aluminum The famous companies in Zhejiang Province, such as the Limited Company and the Xingyue Group, and other six famous Chinese brands such as "Superman brand electric razor", "Sifang brand walking tractor" and "Boda brand electric tools". "Hongyuan Brand CNC Machine Tool", "UE Brand Small Motor", "Bawang Brand Weighing Apparatus" and other 68 Zhejiang famous brand products; "Andrew Ardr", "Sanfeng SAFUN", "Sheng Hong", "Southern Dragon", " "Feisen FEISHEN" and other 24 Zhejiang export brand names.
As of 2012, the city has 11 national regional business cards and 55 provincial-level famous trademarks, 48 ​​provincial-level brand-name products and 14 export brand names. At the same time, companies began to change their extensive growth methods, pursue technological innovation and brand effects, and the industrial clusters developed rapidly.
In a highly competitive market economy society, not only products need brands, companies need brands, they are a city, and a county also needs a brand. The brand of the product indicates the unique performance and quality of the product, while the regional brand indicates the industrial advantages and product characteristics of the region. Just as a brand's influential product can gain more consumers, the region with a greater brand influence can attract more dealerships, suppliers, investors, and talents.
“Recently, the city won the gold medal of “China’s Hardware Capitalâ€, which is exclusive, is the only one in the country, and covers all aspects of hardware, which is different from other brands in a single industry. The improvement of industry reputation will have a huge boost,†said Yang Kezhong, director of the Party Committee of the Municipal Bureau of Quality Supervision.
Before this, the city has continuously obtained the "China Hardware Brand Brand Base", "Hardware City", "China Gate Capital", "China Leisure Sports Car Capital", "Yongkang Hardware Zhejiang Regional Brand", and "China Port "City Capital" and "China's Home Cleaning Tools Capital" and other titles have won the title of "Capital of Chinese Electric Tools" this year. Some of these have laid a solid foundation for calling Yongkang Hardware.
From the town block to the company’s force policy to promote brand building
Looking at the domestic hardware industry, most regions are in the “manufacturing and processing†stage with high production and processing capacity, but in the high-end sectors of the industry chain, such as design, research and development, brand, marketing, etc., the lag phenomenon is still more obvious; particularly prominent The added value of the product brand is low, especially in the international market, it shows the phenomenon of “having goods without licenses†and the phenomenon of “low-end competition†in the domestic market, resulting in a dilemma for the hardware industry. How to improve the product brand, enhance the corporate brand, and then create regional international brands, to seize the commanding heights of the industry, has become a problem of the healthy development of the hardware industry, the continuous improvement of industrial production and manufacturing capabilities can not be avoided.
In view of this, the municipal party committee and the municipal government also attached great importance to brand building and included brand building work in the comprehensive evaluation of towns (streets and districts) in the Yongkang Municipal People's Government issued 2012 Yongkang Township (street and district). According to the notice of the "Double Assessment Method for Industrial Economic Responsibility System," the state stipulates that if an enterprise in a town (street, district) area receives a national-level brand name such as a national-level regional brand, a well-known Chinese trademark, or an export-brand name, it will add one. Enterprises, the town (street, district) can be added to the comprehensive evaluation of 2 points; provincial-level regional brands, provincial brand-name products, famous provincial standards, and other provincial brand titles for every additional 1 additional 0.5 points.
In the "Several Policy Opinions on Promoting the Development of Industrial Economy", special incentives to create a brand to encourage brand cultivation have been set up. For the first time, China's famous brand, China's well-known trademark (excluding judicial procedure identification) and Zhejiang famous brand products have been obtained. , Zhejiang Province, the famous trademark, Zhejiang famous companies, one-time, respectively, to give 1 million yuan, 200,000 yuan reward.
There are also subdivided rewards for obtaining export brand trademarks, and a one-off reward of RMB 100,000 for each brand that obtains Zhejiang export brand names; acquisition of overseas well-known international brands is recognized by the industry and commerce administrative department and acquired by each brand. The amount of 50% reward, the highest not more than *** 500,000 yuan.
For enterprises with registered trademarks overseas, the maximum reward for each item is 10,000 yuan. If the registration is made according to the Madrid Agreement and one of the five countries (regions) is one-off, the maximum reward for each item is 50,000 yuan.
The Inspur Economy Turns to the Brand Effect of the Brand Economy Industry Cluster
Since the beginning of the 21st century, the Yongwuyi area has gradually shifted from the “Inspur economy†to the “quality economy†and the “brand economyâ€. At this stage, the company fully recognized the role of the brand in development, and thus no longer confined to short-term profit goals, but turned to the construction of long-term competitive advantages through technological innovation and brand strategy. During this period, the number of registered trademarks has grown rapidly, and the influence of regional brands has gradually increased. In 2006, our city was listed as a pilot counties (cities) for famous brands in Zhejiang province. In the same year, 3 products including “Supermanâ€, “Yingpeng†and “Sifang†were rated as China's brand-name products; Sifang brand walking tractors were rated as national inspection-free products.
Slowly, the brand creation work also began to gradually change from the initial product brand to the corporate branding and regional branding. With the continuous rise in the number of registered trademarks, the brand effect of industrial clusters represented by “Yongkang Hardware†began to appear. By 2011, the city has owned 59 well-known Chinese trademarks such as “Supermanâ€, “Sifangâ€, “Wang Liâ€, “Halsâ€, and “Daomingâ€; “Zhongtai Holding Group Co., Ltd.†and “Zhejiang Fine Aluminum The famous companies in Zhejiang Province, such as the Limited Company and the Xingyue Group, and other six famous Chinese brands such as "Superman brand electric razor", "Sifang brand walking tractor" and "Boda brand electric tools". "Hongyuan Brand CNC Machine Tool", "UE Brand Small Motor", "Bawang Brand Weighing Apparatus" and other 68 Zhejiang famous brand products; "Andrew Ardr", "Sanfeng SAFUN", "Sheng Hong", "Southern Dragon", " "Feisen FEISHEN" and other 24 Zhejiang export brand names.
As of 2012, the city has 11 national regional business cards and 55 provincial-level famous trademarks, 48 ​​provincial-level brand-name products and 14 export brand names. At the same time, companies began to change their extensive growth methods, pursue technological innovation and brand effects, and the industrial clusters developed rapidly.
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