Economic Daily - China Economic Net Beijing May 10th Today is China Brand Day, the story of independent brands makes people know more about how to build high quality brands. In fact, to build a modern economic system, we must "improve the quality of the supply system as the main direction of attack and significantly enhance China's economic quality advantage." Promoting quality change, efficiency change, and power change is an inevitable requirement for a high-quality development stage. So, at the enterprise level, what needs to be done to achieve high quality development?
In order to achieve high-quality development of the company, Hongdou Group's approach is to promote quality change with its own brand, promote efficiency change with high performance, and promote power change with independent innovation. In these three paths, building high-quality brands is an important prerequisite for enterprises to consider in the forefront of high-quality development.
On the one hand, brands represent market ownership. In a market economy environment, a brand for a company marks the market share of the company's products. The international market is divided into international brands, and the domestic market is divided by domestic brands and international brands. Chinese companies must have a large number of independent brands to participate in the international market segmentation. On the other hand, the brand is the chain owner of each industry chain. Many industries in China are “firstâ€. To master the leading role of international division of labor, achieve a low-carbon economy, obtain high profits, and stabilize the development of the local economy, we must build our own brands.
Half of the brand is high in technology
Red Bean people have always believed in the words "half of the brand is technology", to create a high-quality brand, technology is the first.
In building products, our approach is to create the ultimate product and optimize the quality. For example, the creation of new categories of “red bean velvetâ€, from 2008 to 2010, when the home furnishing market was still occupied by products such as plush and gold, the red bean has already understood the development trend of the underwear market, in fabric, type and comfort. The pursuit of the ultimate, after four years of research and development of the patented product "red bean cashmere", once listed, it has been recognized by consumers. The red bean velvet series is updated and iterated every year according to the needs of consumers. It is a veritable “national underwearâ€. The development of red beans for more than 60 years, insisting on making products and creating explosive products, this is always the same. As a national patent pilot enterprise, Hongdou has applied for more than 100 patents for more than ten consecutive years.
Of course, the pursuit of quality change by enterprises is not only the quality of products, but also the quality of consumer services. Red Bean believes that the “ingenuity†of the manufacturing industry should not only be placed on products, but also on consumer satisfaction.
In the pursuit of consumer satisfaction, the red bean people's approach is to create "wisdom red beans." Renovate consumer shopping scenarios from five major systems: smart design, smart products, smart supply chain system, intelligent omni-channel SPA system and smart management to enhance the consumer shopping experience. Not long ago, "Red Bean Shares" took the lead in the layout of "Unbounded Retail", which is a big step for Hongdou to enter new retail. I believe that in the near future, red beans will be sold in e-commerce, big data application sharing, terminal logistics distribution, omni-channel digital marketing, etc. Several key areas will surprise consumers, which is the unremitting efforts of Red Bean to pursue consumer satisfaction.
The other half of the brand is high in culture.
High quality red beans, quality life. Half of the brand is technology, what is the other half? Red Bean believes that the other half of the brand is culture. Deepening the essence of the brand is a concentrated expression of culture and technology. The change is the technical form, and the constant is the cultural background.
In 1957, the Red Bean Group originated from a small hand-made workshop, which met the principles of the party and the state. The small factory returned to life and achieved rapid development. In the 40 years of reform and opening up, Red Bean has developed into a large multinational enterprise group with an annual revenue of over 60 billion yuan. This is due to the persistence of party building and the determination to "listen to the party and follow the party." The party's core values ​​are the source of excellent corporate culture. The brand culture of Hongdou is the brand culture formed by the party culture leading the enterprise culture. The party building culture is an important source of the red bean brand culture.
Red bean clothing, dedication to a love. Red beans symbolize family, friendship, love, and bring a sincere affection. Red bean culture is love culture. In order to improve the cultural content of the brand, Hongdou Group also launched the concept of “brand festivalâ€. Since 2001, Red Bean has been building "Red Bean Qixi Festival - China Valentine's Day". I hope that by promoting and promoting everyone's own Valentine's Day, promoting Chinese traditional culture and promoting a healthy love concept, it has been held for 17 times. . The “Red Bean Qixi Festival†is launched every year, which makes the cultural brand attribute of Red Bean become stronger and stronger, further enhancing the popularity at home and abroad. On May 20, 2006, Qixi Festival was approved by the State Council to be included in the first batch of national intangible cultural heritage.
High social responsibility to win market and reputation
How to make the brand stand in the hearts of ordinary people for a long time? We believe that it depends on word of mouth.
How to establish a good reputation? Our approach is to actively fulfill our responsibilities and practice the "win-win" concept. The Red Bean Group has been committed to achieving a win-win situation with shareholders, employees, customers, suppliers, partners, governments, the environment, and the community (community). Ensuring the interests of shareholders, especially the investment security interests of minority shareholders, and win-win with shareholders; developing a platform for employees to achieve win-win with employees; providing customers with cost-effective goods and value-added services, and win-win with customers; forming strategies with excellent suppliers Cooperation, win-win with the supplier; form a symbiotic and co-prosperous ecosystem with franchisees, agents, and intermediary services, and win-win with partners; solve more employment, pay taxes, maintain stability, and win-win with the government; Continue to develop and win with the environment; listen to the rationalization proposals of surrounding communities, support public welfare, promote social harmony, and win with society (community). Adhere to the "win-win situation", let the red beans get support from all walks of life, so that the red bean brand really takes root in the hearts of the people.
The active fulfillment of social responsibilities by enterprises is the duty of enterprises to give back to the society, and it is also a must for the sustainable development of society. In the modern enterprise system with Chinese characteristics, which is the unique "modern enterprise system + enterprise party building + social responsibility" created by Hongdou, "social responsibility" is the mission. It can be said that in the course of the development of Red Bean for more than 60 years, the fulfillment of social responsibility has always been the mission of the enterprise, and the Red Bean has been unwavering and unwavering.
"High-tech content + high cultural content + high social responsibility" is the three major supports for creating high-quality brands of red beans. Hongdou Group is taking a positive attitude, implementing its own brand to promote quality change, stimulating the innovation vitality of enterprises, and supporting China's high-quality development from the micro level of enterprises.
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