In recent years, China's national brand of construction machinery has been constantly reforming and progressing, innovating independently, and shaping famous brands; constantly improving quality and influence; based on the domestic market, accelerating the pace of internationalization, and creating a world-class brand Through efforts, national enterprises have successfully leapt into global well-known brands and become a "bright business card" for brands in China and even the world!
On May 10, 2020, China ushered in the fourth "brand day". As China Construction Machinery Industry Association (hereinafter referred to as: Association), how do you view the establishment of "China Brand Day"? How does the national brand perform in the international market? What kind of work has the association mainly carried out in guiding industry brand building? To this end, the reporter interviewed Qi Jun, president of China Construction Machinery Industry Association.
China Brand Day, opportunities and challenges coexist
Brand is the life of an enterprise, and it is also a manifestation of a country's comprehensive strength. In order to expand the popularity and influence of independent brands. Since April 2017, the State Council has agreed to establish May 10 each year as "China Brand Day." Since then, the Chinese Brand Day was officially born. Qi Jun believes that such a high-standard "Chinese Brand Day" will surely further enhance the national brand awareness and promote the deepening of supply-side structural reforms. This means that there is more support at the national level in investing in the construction of Chinese local brands. It will stimulate the self-confidence and creativity of national brands, as well as the local brands in China's construction machinery industry. By establishing a brand concept and craftsmanship, the company's product quality, innovation and technical strength are strengthened. Improve the influence and awareness of independent brands, and continuously promote "Chinese products to Chinese brands, Chinese manufacturing to Chinese creation, Chinese speed to Chinese quality!"
In addition, the establishment of "Chinese Brand Day" aims to discover good national brands and incubate good global brands. This is both an unprecedented opportunity and a new round of challenges for national brands in the Chinese construction machinery industry. At the same time, it opened a new chapter in the vigorous development of Chinese independent brands.
Made with ingenuity, the strength of national brands is highlighted
After more than 70 years of development, China's construction machinery industry has experienced several stages such as start-up, formation, comprehensive development, and international development. At present, the global equipment manufacturing industry has put forward higher requirements on product quality, productivity conversion and efficiency improvement. Qi Jun said that building a world-class brand enterprise and realizing the rise of national industry resurgence are the aspirations of every enterprise and follow the past! The national brand of Chinese construction machinery has won the enthusiasm of the people and won the respect of the world, not by drumming, but by relying on world-class standards.
In recent years, China's construction machinery industry has fully implemented the strategic plan made by the 19th National Congress of the Party, adhered to the overall tone of progress in stability, and in accordance with the requirements of high-quality development, deeply implemented the "Made in China 2025" and unswervingly promoted the supply Focusing on reform, firmly grasping the development opportunities of the “Belt and Road”, reforming and innovating, and forging ahead. On the basis of the rapid development of overseas investment in previous years, continue to implement the international development strategy, further deepen the international market, integrate existing foreign investment, adhere to the ingenuity, strive for excellence, continue to develop and promote new products suitable for the target market, and continuously improve overseas marketing services System, increase efforts to train international talents and marketing teams, expand new marketing channels, and actively cultivate the financial leasing market. Overseas businesses have further achieved effective results. Overseas sales in key countries have grown significantly, and the economic efficiency of overseas factories has improved significantly. A group of companies such as XCMG, SANY, Zoomlion, Liugong, Shandong Lingong, Shantui, Shanhe Intelligent, and SINOMACH actively strengthened international production capacity cooperation with countries along the “Belt and Road”, and deployed in depth in key countries. Demonstrated the strength of national brands! In overseas markets, Chinese construction machinery brands have gradually been recognized and accepted by customers.
At the same time, the share of Chinese national construction machinery brands in the international market should not be underestimated. After years of development, China's construction machinery industry has become the world's third largest exporter, and a number of world-renowned and powerful Chinese construction machinery manufacturing enterprises have emerged, creating many world records for construction machinery. In 2019, 9 Chinese construction machinery companies were among the top 50 global construction machinery manufacturers. Among them, XCMG remained in sixth place, but the global market share increased to 4.8%. Sany Heavy Industry rose to seventh place and its market share increased to 4.6%. It demonstrates the pace of the era of the rapid growth, rapid rise, going abroad, and going to the world of the Chinese construction machinery national brand, and shows the unique style of China's quality, Chinese wisdom, and Chinese ambition.
The results of the 2019 European Quality Awards were announced. Shandong Lingong topped the list and won world praise for Made in China. While the technology, manufacturing and quality levels are internationally recognized, the brand influence of Chinese construction machinery companies continues to increase. On December 15 of the same year, Sany Heavy Industry, Xugong Group, Zoomlion and other enterprises were honored with the "2019 China Brand Powerful Ceremony" honor list. The innovation achievements and brand enterprises of the construction machinery industry have been continuously commended and recognized by relevant institutions in the country and the world, indicating that it has become an industry consensus to adhere to the innovation drive and promote quality reform. The layout of intelligent manufacturing and the ingenuity of the great powers of the great country have pushed the country's goal of accelerating the transition from a big manufacturing country to a strong manufacturing country.
Lead the industry and promote the high-quality development of the industry chain
"The core of a brand is technology and quality. The key to strengthening a world-class brand is technology leadership and reliable quality. In today's era of economic globalization, the brand is also an important manifestation of comprehensive national strength and a measure of the country's core competitiveness. The national brand is a world pass for an enterprise to go abroad, and it is also a business card for a country to display. "Qi Jun told reporters that the association has always been in the preparation of industry development plans with the goal of" policy leading industry development and market promotion industry upgrading ". In the work of organization standard revision, organization of domestic and international exhibitions, evaluation and recommendation of industry science and technology awards, and identification of new products in the industry, we continue to promote high-quality development of the industry and international development of the industry.
After years of market refinement, the product quality and brand strength of many national brands in China's construction machinery industry have been doubled. Together with international brands, they have danced together on the stage to obtain a better brand culture precipitation and a reputation experience in the international market.
Qi Jun emphasized that 2020 is the ending year of the industry ’s “Thirteenth Five-Year” development plan, and also a crucial year for the comprehensive construction of a well-off society and the achievement of the first grand goal of the 100th century. The development of the Chinese construction machinery industry is still and will be in the long-term. A period of important strategic opportunities. Chinese construction machinery enterprises should be guided by the 19th National Congress of the Party and Xi Jinping's socialist ideology with Chinese characteristics in the new era, firmly implement the new development concept of innovation, coordination, greenness, openness, and sharing. The new concept of quality development condenses the industry consensus, promotes the transformation and upgrading of the industry with the supply-side structural reform as the main line, fills the short board with independent innovation as the core; takes the promotion of quality change, efficiency change, and power change as the starting point to achieve high-quality development. Goals, adhere to innovation drive, quality improvement; adhere to scientific and technological innovation, green development; adhere to the integration of the two, intelligent transformation; adhere to open and upgrade, coordinated development; comprehensively complete the industry's "13th Five-Year" development planning goals and tasks, in order to promote the health of the construction machinery industry Contribute to steady development.
Looking far ahead to the new journey, on the land of vitality of China, the pace of China's construction machinery industry towards the road of manufacturing power will be more solid and stable.
