Machines are running and equipment is in operation. In Cambodia, a large-scale, high-tech modern cement production line is operating at full capacity.

Producing 5000 tons of cement clinker per day, it was completed in just 20 months; Every year, nearly 50 million kilowatt hours of cement waste heat can be utilized to generate electricity, reducing carbon dioxide emissions by over 50000 tons. This large-scale project, contracted by CITIC Heavy Industries, has amazed the local community with its "speed," "quality," and "technology," and has also propelled the CITIC Heavy Industries brand to the stage with great strides.

Not only CITIC Heavy Industries, but more and more brands are occupying a place on the platform. From manufacturing to creation, from speed to quality, a large number of products with both "appearance" and strength have emerged in the market, becoming shining business cards that showcase the country's strength and image.

　　Manufacturing Emerges

In Africa, Haier Biomedical's solar powered vaccine refrigerator is keeping Ethiopia's vaccines fresh. This refrigerator greatly improves the stability of vaccine storage and makes it a reality for more local children to receive safe and reliable vaccines. Nowadays, Haier vaccine refrigerators have entered 78 countries and regions, with a total installed capacity of over 120000 units.

In Asia, in 2018, the transaction volume of electronic products purchased by Korean consumers through online shopping reached 2.15 million, a year-on-year increase of 143%. Among them, domestically produced air purifiers, wireless vacuum cleaners, and other popular products have become highly sought after.

This year, SAIC MG's sales target in overseas markets such as the UK, Australia, and Thailand is 140000 vehicles, doubling from 2018. With significant improvements in performance, styling, and other aspects of branded cars, it is expected to become a major exporter of automobiles in the world within 5 to 10 years.

From smartphones to white goods, from wearable products to travel brands, Made in China is increasingly favored by consumers, and companies are continuing to write the contemporary poem of "creation" around the world.

Going out is not only about products and technology, but also about standards. After successfully creating the "national business card" of high-speed rail and bullet trains, CRRC has hosted or participated in drafting and publishing 89 effective standards, becoming a developer in the rail transit industry; Yili has joined the Asian Food Industry Association and established strategic cooperation with global quality certification and testing institutions, elevating Yili standards to a universally used industry standard both domestically and internationally, and upgrading industry quality.

From 2007 to 2016, China participated in the formulation of a total of 1705 standards, and more and more enterprises emerged as a rising force to expand their overseas intellectual property layout, benchmark against world standards, and promote branding.

Since 2017, the State Council has designated May 10th as "Brand Day" every year, declaring to the world its firm confidence in promoting high-quality development through brand building. In the past two years, the awareness of brand development in the whole society has been continuously enhanced, and the atmosphere of brand building has become increasingly strong.

According to statistics, in 2018, the number of invention applications in China exceeded 1.5 million, and the number of trademark applications reached over 7 million. From 2007 to 2017, the number of effective inventions in China increased from 84000 to 1.356 million, ranking third in the world; The total number of registered trademarks has increased from 2.353 million to 14.92 million.

The track of brand development is becoming wider and wider. *Director Shen Changyu stated that the average invention examination cycle in the next four years will be reduced to around 16 months, and the trademark examination cycle in 2020 will be reduced to less than 4 months, helping brands to run at full speed.

The legal net of brand building becomes denser as it is woven. Zhang Mao, Director of the State Administration for Market Regulation, pointed out that in 2018, the national market supervision departments investigated and dealt with 59000 cases of infringement and counterfeiting, 25000 cases of trademark violations, and jointly established a joint punishment mechanism for dishonesty in the field of intellectual property with 38 units to safeguard the healthy growth of brands.

　　Brand originates from creation

Innovation is fundamental to a brand, and in order to establish a firm foothold in the brand, breakthroughs must be made in innovation.

IFlytek has gathered a group of innovative forces such as Tsinghua University, University of Science and Technology, and Massachusetts Institute of Technology to collaborate on core technology research and development. In the past three years, it has led and participated in the formulation of 12 domestic and international industry standards, and has obtained more than 1000 effective domestic and international standards. In 2018, iFlytek's research and development expenditure reached 1.773 billion yuan, accounting for over 22% of its operating revenue.

At the end of last year, a consulting firm released a list of 1000 listed companies with high R&D expenditures, including 145 companies. Overall, the R&D expenditure of enterprises increased by 34.4%, exceeding 60 billion US dollars, with a growth rate of *.

Brand building represents the overall strength and long-term pursuit of enterprises, and is related to high-quality development and competitiveness of the country, "said Bai Changhong, School of Business at Nankai University. To enhance brand value, we must vigorously promote quality revolution, technology driven, and craftsmanship spirit, and let brand awareness run through every value creation chain.

Quality makes a brand more attractive. Liang Zhaoxian, Chairman and President of Galanz Group, said that it is precisely by firmly adhering to the bottom line of "quality first" and putting safety and reliable quality first that Galanz has created widely recognized delivery capabilities and service levels in excellent product quality.

Technology makes brands more 'hardcore'. In March of this year, when Konka's panoramic artificial intelligence TV was unveiled at the Home Appliance and Consumer Electronics Exhibition, it attracted a lot of attention. Applying the trend of intelligence to television, this new product not only has facial recognition capabilities, but also has hearing aid functions for people with hearing impairments. In addition to enhancing brand appeal, Zhou Bin, President of Konka Group, believes that "the greater significance lies in accelerating industrial upgrading through technological innovation and exploring new blue oceans for enterprises

Craftsmanship gives brands more confidence. Xiaomi has a rigorous reliability test for its products, testing the side buttons of the phone 500000 times, which is equivalent to pressing the phone 100 times a day for 13 years. At the founder Lei Junlai, the spirit of craftsmanship is the pursuit of details, using genuine materials to create touching new domestic products.

As a driving force for brand building, "creation" is moving forward with great strides. According to the "2018 Innovation Index Report" released by the World Intellectual Property Organization, as of the end of last year, the number of inventions owned increased by 18.1% year-on-year, reaching 11.5 inventions per 10000 people, and the overall ranking rose to 17th place, making it one of the top 20 middle-income economies.

　　Strong Country, Prosperous Enterprises Call for Brands

Building a brand power, with a resounding sound of footsteps; Moving towards a strong brand nation still requires further progress.

To compete for a brand, one must firmly establish a foothold and constantly break through in terms of quality. Quality improvement should focus on details, "said Wang Dujuan, Chief Engineer of China Railway Engineering Equipment Group Co., Ltd. Some of the current equipment products are no different from advanced models from Germany and Japan in terms of technical performance, but they are slightly inferior in overseas markets due to leakage in appearance processes such as painting and welding.

Ge Zhirong, Deputy Director of the Expert Committee of the Brand Building Promotion Association, believes that enterprises should put forward clear quality policies, formulate long-term quality plans, establish quality management systems, implement full process quality management, and comprehensively ensure the high quality of products and services.

Recently, the standard "Brand Evaluation Fundamentals and Principles" led by other countries has been approved and released by the standardization organization. This standard proposes to start from multiple elements such as quality, service, and innovation, providing a scientific, systematic, and clear standard specification for brand value evaluation and brand cultivation, which will promote the brand building of enterprises to a new level.

To strive for a brand, we must remain steadfast and constantly surpass in innovation. At this year's Two Sessions, Ding Shizhong, Chairman of ANTA Group's Board of Directors, sighed: In the past, people believed that brands could only sell at low prices, which was wrong. As long as there is enough innovation, even consumers around the world can recognize innovative products.

Among over 500 major industrial products, there are more than 220 with the highest production volume in the world, but among the world's largest industrial product brands, proprietary brands are not. The main shortcomings and bottlenecks are due to insufficient research and development of key core technologies, inadequate innovation systems, and a lack of effective supply of intermediate products and services. It is imperative to forge a brand through technological innovation.

To strive for a brand, one must bravely advance and tirelessly fight on the rapids. Brands not only need to 'go out', but also 'go in'. According to the relevant person in charge of CITIC Group, based on the company's development practice, branding is not only about exporting products, but also empowering local economic development, winning trust, and using branding as an opportunity to achieve sustainable development overseas and expand long-term influence.

Creating a brand has a promising future. Zheng Xinli, Executive Chairman of the Policy Science Research Association, stated that currently, the lack of pricing power in China's export products has led to low pricing ability, and there is a space of up to 7 trillion US dollars to enhance brand value. Such great brand benefits should be pursued diligently by enterprises!