Guidance Of Ministry Of Commerce On Promoting China'S Brand Consumption

< p > commerce departments of provinces, autonomous regions, municipalities directly under the central government, cities under separate planning and Xinjiang production and Construction Corps: < /p >

< p > in order to further implement the national quality development program (2011-2020 years) and the "12th Five-Year plan" for the development of domestic trade, further expand the scale of Chinese brand consumption and promote the healthy and rapid development of Chinese brands, the following opinions are put forward: < /p >

< p > < strong > 1. Fully understand the importance of promoting brand consumption in China < /strong > /p >

< p > with the acceleration of the process of economic globalization, brand has become an important strategic resource to promote the development of the state and enterprises and the core element of enhancing international influence.

The eighteen major reports of the Party pointed out that we should push forward the strategic adjustment of the economic structure, improve the demand structure and optimize the industrial structure.

The implementation of brand strategy, which is related to China's position and overall competitiveness in the world economic system, is of great significance for changing the mode of economic development, improving the quality of economic operation, and meeting the needs of residents' consumption upgrading.

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< p > the commercial department has always regarded the cultivation of brand as an important strategic task of domestic and foreign trade development and international economic cooperation, and has carried out a series of work from < a href= "http://sjfzxm.com//business/" > brand marketing < /a >, brand protection, brand promotion and information services, and achieved remarkable results.

The international influence of Chinese brands has been continuously enhanced, brand value has been greatly improved, market share and market concentration have been continuously improved, and the pace of pformation and upgrading has been further accelerated.

However, compared with the developed countries, China's brand cultivation has not changed fundamentally since its late start, short time, weak brand cultivation motive, weak marketing ability, weak promotion ability, weak protection ability and weak information service capability.

In this regard, the competent commercial departments at all levels should fully understand the importance and urgency of brand work from a strategic height, further intensify their efforts, and expand the brand consumption as an important measure and long-term task to cultivate famous brands in China.

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< p > < strong > two, general thinking and basic principles < /strong > < /p >

< p > < strong > (1) general train of thought.

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< < p > to thoroughly implement the Scientific Outlook on Development, with the aim of promoting brand consumption and Fostering Chinese brands, taking market orientation, enterprise as the main body and innovation as the driving force, focusing on building the public service system and promoting fair competition in the market, establishing and improving the long-term mechanism and good market environment conducive to brand development, constantly improving the quality level, cultural taste and consumption scale of Chinese brands, and enhancing the market competitiveness and influence of Chinese brands.

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< p > < strong > (two) basic principles.

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< p > adhere to the combination of market orientation and policy guidance.

We should respect the laws of the market, guide enterprises to open up domestic and foreign markets through fair competition, expand the scale of sales of brand products, create famous brands, strengthen policy guidance, and strive to improve the level of public service of the government, so as to create conditions for expanding brand consumption.

At the same time, we should give full play to the functions and functions of trade associations and other intermediary organizations in brand incubation, industry self-regulation and so on.

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< p > adhere to the combination of expanding consumption and cultivating brand.

We must persist in guiding brand production through ultimate consumption, and cultivate Chinese brands in expanding consumption.

We should expand the brand consumption as an important measure to promote consumption, steady growth and structural adjustment, and guide enterprises to enhance brand awareness and promote the pformation of brand products from "made in China" to "created in China".

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< p > insist on combining key points with overall advancement.

We should give priority to supporting the work areas with good brand foundation, large scale of consumption, and more concentrated brands with ethnic cultural characteristics. We should focus on cultivating commodity brands and service brands that meet the local economic and industrial development characteristics, have great market potential and have a certain reputation.

At the same time, relying on the pilot work of brand promotion, we should give full play to the exemplary and guiding role of the brand consumption gathering area, and promote the brand cultivation vigorously.

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< p > < strong > three, main task < /strong > < /p >.

< p > < strong > (1) to create a public service platform for brand marketing.

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< p > to expand the brand consumption by focusing on the establishment of a brand consuming cluster area.

Select a number of central city commercial streets (District), coordinate and promote the integration of relevant service functions of the local government departments, build a marketing public service platform, improve the layout of the planning, give full play to its agglomeration effect on Chinese brands, and gradually cultivate a group of brand consumption gathering areas integrating commerce, culture, leisure, tourism and catering.

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< p > developing brand new circulation format.

We should guide intermediary organizations and brand marketing enterprises to integrate well-known brands, and focus on developing new formats such as factory stores, discount stores, experiential stores and specialty stores.

We should give full play to the wide audience and low cost of online shopping, cultivate Chinese brand shopping websites and expand the sales of Chinese brand networks.

Construction of famous brand center, brand exhibition center, brand distribution center and other forms of public marketing center.

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< p > expand brand marketing channels.

We will promote the establishment of the large a href= "http://sjfzxm.com/news/index_s.asp" > department store "/a" store to set up a Chinese brand sales area and special counters, and encourage "famous products to enter famous stores".

We should guide brand enterprises to sell famous brand products to the rural market by using the network system of "ten thousand villages and thousands of townships".

Enterprises should be encouraged to acquire international brands and overseas sales channels, and establish an overseas service system.

We should guide international famous brands to improve the layout of domestic outlets, increase variety supply, narrow the price gap between domestic and foreign markets, and form a good situation of mutual supplement, fair competition and common development of domestic brands and international brands.

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< p > < strong > (two) to build a brand promotion public service platform.

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< p > organize and carry out activities such as Chinese brand collective display, centralized publicity and promotion, and so on, and promote Chinese brands from many angles and channels.

We should give full play to the promotion function and radiation effect of exhibitions and exhibitions, and set up a Chinese brand exhibition area in large and comprehensive exhibitions at home and abroad to guide Chinese brand enterprises to actively participate in the exhibition.

In areas where consumption is relatively concentrated, we should build a docking platform for brand commodity production and marketing, and continue to carry out "local famous and excellent new products", and help brand enterprises to establish long-term cooperative relationship with large circulation enterprises and form a stable brand production and marketing chain.

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< p > vigorously promote trade characteristic brand, guide catering, accommodation, housekeeping, hairdressing, leisure and entertainment services to create famous brand and service brand.

Revitalize the "Chinese time-honored brand", focus on publicizing and promoting the traditional Chinese brand's design concept, unique technology and cultural connotation, and enhance consumer's cultural identity and brand loyalty.

Encourage circulation enterprises to give full play to their own advantages, develop, publicize and promote their own commodity brands.

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< p > through the propaganda column, electronic screen and web search, and other ways, the Chinese brand will be concentrated in the brand consumption gathering area.

Mature areas can support intermediary organizations and enterprises to set up brand museums to enhance the overall image of Chinese brands.

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< p > < strong > (three) create brand protection public service platform.

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< p > in the brand consumption gathering area, we should establish a multi department joint enforcement mechanism, set up a common stop point and complaint points, and create a consumer friendly environment for brand businesses and consumers.

Comprehensive use of business complaints, business law enforcement, brand anti-counterfeiting and other brand protection measures, strengthen law enforcement efforts, improve brand protection platform.

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< p > establishing brand protection online service platform, popularizing brand protection knowledge and laws and regulations, accepting consumer complaints, brand infringement and other issues, forming a brand protection situation of "online offline interaction".

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< p > carry out the work of "doubles" which aims at combating intellectual property rights and combating the manufacture and sale of fake and shoddy commodities.

We should strengthen the brand credit construction, organize and carry out publicity activities such as "integrity and business promotion", and create a brand development environment with integrity management and fair competition.

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< p > < strong > (four) to create brand information public service platform.

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< p > adopt various ways to encourage and support the three party organizations such as a href= "http://sjfzxm.com/news/index_p.asp" > industry associations < /a > intermediary organizations, and provide specialized consulting services such as brand research and development, registration and certification, market development and personnel training.

We should strengthen the monitoring and analysis of China's brand market, compile China's brand development report and index, publish information on brand search, brand evaluation and consumption evaluation at home and abroad, and gradually establish a brand information service platform covering production, circulation and consumption.

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< p > < strong > four, safeguard measures < /strong > /p >

< p > (1) strengthening organizational leadership.

To strengthen the organization and leadership of promoting Chinese brand consumption work, clear job responsibility, formulate work plan, determine the focus of work, refine work measures, and promote the development of brand consumption promotion.

We should strengthen the guidance for the creation of the brand consumption gathering area, and promote the establishment of the working mechanism led by the responsible person in the locality, and integrate the resources of the brand service so as to form the resultant force of the work.

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< p > (two) to strengthen the market function.

We should pay attention to giving full play to the role of market mechanism, and guide brand enterprises to focus on the innovative design, quality improvement and service improvement of market consumption information. We should strive to stimulate the innovation vitality of all kinds of market entities, fully mobilize the initiative, initiative and creativity of enterprises to create famous brands and foster new competitive advantages.

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< p > (three) strengthening public services.

Focusing on the construction of brand promotion system projects and the construction of brand consumption gathering areas, China's brand development policy supporting system in line with international rules and practices should be coordinated to create a new situation in brand promotion.

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< p > (four) strengthening basic research.

Summarize the typical experience and practice of brand promotion system pilot and brand consumption agglomeration area in a timely manner, analyze cases of brand growth deeply, study the law of brand growth, explore and establish a scientific, reasonable and applicable brand cultivation and consumption promotion system, so as to provide practical and theoretical support for China's brand development.

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< p > please report the progress, problems, experience and policy recommendations to the Ministry of Commerce (market operation and Consumption Promotion Division).

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< p > People's Republic of China Ministry of Commerce < /p >

< p > December 17, 2012 < /p >.