Quanzhou, Fujian Province Was Awarded The "National Sports Shoes And Clothing Industry Well-Known Brand Creation Demonstration Zone"

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In recent years, Fujian Province

The brand competitiveness of the city has attracted the attention of the outside world.

"The success of brand building must be based on an accurate positioning.

Before that, our city has made some achievements in brand development, but there is still a lack of brand economy in our city.

Zhuang Bingxin, director of Quanzhou Quality Supervision Bureau, did not shy away from the "dirty linen".

To this end, in order to enhance the influence of Quanzhou brand enterprises and enhance the brand economic leading force, Quanzhou closely around the provincial, municipal and Provincial Quality Supervision Bureau on brand deployment requirements, and continuously promote the establishment of "government support brand building, Department guide brand development, enterprise promotion brand enhancement" brand building work pattern, from the brand's core strength, hard power, driving force, cohesion four aspects, promote brand promotion, and create high gold content.

Innovating ideas and improving patterns is an important link in establishing brand core competence.

In this regard, Quanzhou has vigorously implemented standardization.

We should build up the brand by standardization, and promote the enterprises to really make the brand standard and lead the industrial pformation and upgrading.

Against this background, a total of 138 enterprises in the city participated in the formulation and revision of 153 kinds of standards, including 6 international standards, 48 national standards, 66 industrial standards, 19 local standards, and 14 group standards.

In addition, the city also encourages enterprises to set standards for formulating and popularizing.

Up to now, the standards of leading or participating in the development of enterprises and institutions in Quanzhou have been awarded 31 national and provincial standard contribution awards. The number of winning projects ranks among the forefront of Fujian province. 36 national and provincial standardized good behavior enterprises have been approved, and the implementation of standardization strategy has achieved remarkable results.

In the road of brand development, the effective guidance of government departments is indispensable.

In this regard, Zhuang Bing Xin believes that the combination of discharge and management is a good medicine to enhance the brand's hard power.

First of all, relevant departments should improve the testing ability of brand products and enhance the quality level of brands.

In recent years, the city has focused on the development of intelligent equipment manufacturing, dominant industries and strategic emerging industries, and strives to build inspection and testing institutions that adapt to the pformation and upgrading of traditional industries and the development of new and modern industries, and constantly improve the inspection and testing public service platform, so as to escort the development of corporate brand.

In addition, the city has also accelerated the construction of the Quanzhou public service metrology standard for the local economic development and administrative supervision by speeding up the construction of the technical service center of the national standard Museum, and has made every effort to focus on the 3 key points of the construction of the quality inspection center. The standard service capability has been gradually improved. It not only provides all kinds of standard literature services for enterprises and institutions free of charge, but also sets up 169 social public measurement standards.

At present, there are 4 state-level quality supervision and inspection centers and 8 provincial quality supervision and inspection centers formally put into operation and approval.

In 2017, the national water heating and sanitary products quality supervision and inspection center and the national fire and fragrance products quality supervision and Inspection Center (Fujian) have passed the "three in one" certification. The national quality supervision and Inspection Center for stone building and ceramic products has been approved for construction. The National Petrochemical Valve supervision and inspection center has been built and is being trial run.

To strengthen the enforcement of counterfeiting products, the development of escort famous products has also been put on the agenda of Quanzhou.

Quanzhou Quality Supervision Bureau, through efforts to build a brand rights protection system, improve the linkage mechanism of counterfeiting and safeguarding rights, carry out special actions against intellectual property rights and counterfeit and shoddy products, effectively curbed the illegal activities in manufacturing and selling fake and shoddy products, and promoted enterprises to create famous brands and promote development.

Since 2013, the city's quality supervision departments have investigated and dealt with 114 cases involving counterfeit and shoddy goods, with a value of 2 million 697 thousand yuan and a penalty of 3 million 942 thousand yuan.

At the same time, the Quanzhou quality supervision department has taken the initiative to enter the enterprise to listen to opinions, understand the problems existing in the name brand, rights protection and protection, and actively seek ways to solve the problem of enterprise intellectual property protection, effectively improving the brand awareness of enterprises.

Through strengthening cooperation with industry authorities and trade associations, exchanging information and supporting each other, they played the role of self-discipline and guidance of trade associations, and formed a good trend of self-discipline and departmental supervision.

In order to stimulate brand driving force, Quanzhou encourages enterprises to strive for excellence and make them bigger and stronger through a series of incentives and preferential policies.

Since 2010, Quanzhou has been rewarding the enterprises that have won the provincial and municipal government's quality awards by issuing relevant incentives.

At present, there are 4 provincial quality award enterprises and 16 Municipal Quality Award enterprises. Among them, Jomoo group has won the nomination award of China Quality Award.

In December 2017, Jinjiang, Quanzhou formally approved the "national sports shoes and clothing industry well-known brand creation demonstration zone", and became the only well-known brand building demonstration area for sports shoes and clothing industry in China.

In order to improve the quality of service and create a favorable environment for development, Quanzhou has also made great efforts to promote the "Internet + government services" through deepening the reform of "letting go of services", and has launched a series of measures to facilitate the masses of service enterprises. It has effectively implemented the speed and effectiveness of departmental examination and approval, and has provided convenience for enterprises to create brand reputation.

In the final analysis, the two origin of "brand" is the most profound enterprise. If we want to have strong brand cohesion, we can not do without the creation of the enterprise itself.

In recent years, Quanzhou has paid attention to the combination of city marketing and brand marketing, with the help of creating and expanding the image of the city, enhancing the brand awareness of the enterprises, and realizing the joint interaction between urban cultural marketing and brand marketing.

The city first promotes the creation of famous brand in the whole country, enhances the gold content of the brand, and striving to create a famous brand building demonstration area as an important part of implementing the brand strategy.

Secondly, the relevant departments in the city have carried out publicity campaigns such as brand promotion, quality month and world standard day, which have enhanced brand reputation and quality awareness, brand awareness and integrity awareness of enterprises and the masses, which has greatly enhanced the brand cohesion of enterprises.

"Brand is the precious intangible asset of enterprises. There is no doubt that good brand image has unparalleled advantages in fierce market competition.

In fact, it is not just our government and relevant departments. We hope that more enterprises can participate in brand building and jointly uphold brand value so as to create high gold content of enterprises.

Zhuang Bingxin is confident that Quanzhou's brand will lead the development.