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Cheng Siwei Talks About Brand Building of Chinese Enterprises: Taking Integrity As the Base, and Taking Innovation As the Soul

Nov 11, 2013 10:47:45 AM

[News Roundup of Huanqiu] on November 6, 2013, Chinese Influence Enterprise Brand Cultural Forum of the 8th Beijing Cultural & Creative Industry Expo was held in Beijing. Chen Siwei, vice chairman of the 9th and 10th National People's Congress, as well as participating experts, scholars and entrepreneurs had discussions on how to build the world's influential Chinese enterprise brands. Chen Siwei said that the enterprises need to take integrity as the base and take innovation as the soul in order to develop Chinese brands stepping to the world.
First, Cheng Siwei said that the social wealth created by enterprises can be increased, people's livelihood can be improved, and the national strength can be enhanced only by improving the brand value. He described the intrinsic competitiveness and quality of the brand value, and said that in the brand building process, enterprises should pay attention to the quality of the products and services themselves and the protection of intellectual property, improve business reputation and culture connotation, implement humane management and assume the social responsibility actively so as to help enterprises build influential brands and make Chinese brands step to the world.
Wang Yaxing, professor in School of Business of Renmin University of China and doctoral supervisor, said that the brand is not only a name, but also is a culture. The number of brands in a country reflects the economic development level of a country, and the number of well-known international brands in these brands reflects the ability of a country to participate in the world economy.
The current forum has also published the report of Top 500 of 2013 Chinese Brand Cultural Influence made by Renmin University of China and University of International Business and Economics together with relevant authoritative expert bodies. Wang Yaxing, the representative of the publishing party, analyzed the current situation of Chinese brands in conjunction with the report and also gave advice.
In the ensuing keynote speech, Chen Huai, Director of the Institute of Chinese Urban and Rural Construction Economic Research Institute, described the reason why the brand with culture must have a market in a story form. Feng Bing, the former editor in chief of Economic Daily humorously likened domestic brands to Chinese football (which is well-known at home, but it is difficult to go abroad) when analyzing the current situation of Chinese brands. Finally, Zhang Qingzeng, deputy general manager of China Beijing Tongrentang (Group) Co., Ltd. shared the reform and development process of the century-old Tongrentang with participating guests and proposed the goal of the business development.
Finally, Wang Jun, who is the representative of the organizer of the current forum and director of New Technology Development Center of China Association for Science and Technology, said that for a long period, the construction and development of Chinese brands have a slow process and it is difficult to obtain satisfactory breakthrough because the Chinese technological innovation is not enough and cultural connotation is inadequate, which is also the main reason for preventing Chinese brands from sustainably developing, internationalizing and enhancing the international competitiveness. We should try to enable Chinese brands to go abroad and to become international brands, and allow the cultural values of Chinese brand connotation and the advocated behavioral pattern to be recognized and praised by the world's consumers and to become a generally promoted and accepted code of conduct. This is the only way that Chinese brands can be set up in the world with international competitiveness.