CCTV news (Topics in Focus)： Show Chinese Brand to the World

Brand is the intangible asset of a brand, the passport for a business to be known throughout the world and the name card for a country to show its image. It was not too long ago that Chinese products seemed to be nothing more than the substitute word for inferior quality and low price. Through continuous independent innovations, now countless world-famous brands are springing up in the country and Chinese brands have been playing a new part in domestic economy and even the world economic development.

Several days ago, the first satellite from the global network of BDS (BeiDou Navigation Satellite System) was launched. In fact, it is the "Expedition No. 1"- a new member of the Long March rocket family that is put into operation for the first time that has sent the satellite into the sky. The device named space shuttle bus that is on the upper part of the rocket provides great convenience for the long journey of the Beidou satellite. In the past, it takes the satellite several days and several orbital transfers before it can enter the operating orbit. But now it is possible for the satellite to enter the orbit directly, saving both time and fuel by a big margin.

The "Expedition No. 1" mentioned above has become the new brand of China's aerospace field. Almost all the brands in China's aerospace field are of international renown. Except for Russia's Soyuz TM spacecraft, the Shenzhou spacecraft series is the only tool that is capable of sending astronauts to the outer space. The Long March rocket series realizes 200 launchings with high success rate, thus making these rockets well-known for their high reliability. The Beidou satellite navigation is one of the three mature satellite navigation systems of the world, which means China's spaceflight sector has ranked in the world's advanced level.

Except for space area, world-famous Chinese brands are also involved in land transportation. China's high-speed rail has not only become an attraction on domestic traffic lines and attracts great attention from the international community as well. Reputed for its technology on high-speed rail and heavy load, CSR has become a name card of the country. So far the CSR products have been exported to 84 countries and regions overseas, and now CSR is committed to setting up production bases all over the world.

In recent years, a growing number of Chinese brands have won worldwide approval. Zhongxing, Huawei, Sinsun robot and many other Chinese brands have been playing a leading role in such fields of the world as communication, household appliance, heavy machinery, and infrastructure construction.

Liu Zhuohui, director of the National Committee on Standard Brand Appraisal Technology indicated, "There are more than 200 products that have the No. 1 output in the world. In 2004, World Executive published a ranking list on the top 100 brands of the world, in which Haier ranked the 95th place. In 2013, 25 Chinese brands were included in the world's top 500 brands issued by the World Brand Lab. In 2014, the number increased to 29. All this embodies that China's brand construction has witnessed significant progress with regard to speed and popularity.

In China, Chinese brands have been playing a new part in boosting economic growth and contributing to the transformation and upgrading in the same industry. Numerous brands like Haier, Yili milk, Bank of China and Tongrentang have become the tycoon of the industry and the role model of high quality and good faith in the consumers' hearts. According to the statistics on the annul sales volume of Chinese commodities jointly published by China General Chamber of Commerce and China National Commercial Information Center, the market share of Yili milk in 2014 ranks the first in the national comprehensive market of dairy products, milk powder market, cold drink market, liquid milk market and the market of children's milk, which not only manifests the changing pattern of consumer market, but all the more the consumers' trust on brands.

But we must also realize that despite the growing number of Chinese brands that have been drawing international attention, most of the global brands at present are possessed by western countries. Consequently the limited number of Chinese brands fails to remain dominant in the world market.

In the era of economic globalization, brand is symbolic of the core competitiveness of a country. What lies behind the booming economy of a country or region is mostly inseparable with the rising of numerous brands. As a consequence, bringing about competitive and powerful Chinese brands will provide a strong impetus for the sustainable and sound development of Chinese economy.

Sha Nansheng, deputy head of the Ministry of Industry and Information Technology stressed that brand construction is a strategic task and a responsibility that should be shared among the whole society. It is pointed out at the 18th CPC National Congress of the CPC that the base of economic development needs to be shifted to raising quality and benefit, in an effort to contribute to the new competitive advantage focusing on technology, brand, quality and service. General Secretary Xi Jinping also pointed out that Chinese manufacturing needs to change toward Chinese innovation, Chinese speed toward Chinese quality, and Chinese product to Chinese brand. All these instructions of the central government speak volume for the great importance of brand construction, which is also a new request to our brand construction.

All in all, the success of an excellent, self-confident, popular brand can be ascribed to its high quality and great reputation. It is specified in the government work report of 2015 that Chinese economy must strive to achieve the double goal of medium-and-high speed growth and medium and high level. The process of fulfilling these goals both stimulates the market vitality and potential and proves to be a great opportunity for the fostering and growth of brands. It is hoped that more Chinese brands compatible with the economic development and achievement will spring up and win the consumers' respect by strength and good reputation.

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