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To improve brand competitiveness, we must select four points of focus.
"Made in China is known for being affordable and widely available globally, but it also faces numerous challenges. For instance, the quality standards of some products are not high, and implementation can be weak. Additionally, many products lack proper after-sales service, leading to a chaotic market environment. Issues such as false advertising, price fraud, and counterfeiting still persist.
On January 19, during the Chinese Enterprise Five-Star Brand Forum, Li Yizhong, former Minister of the Ministry of Industry and Information Technology and president of the China Federation of Industrial Economics, emphasized that "high-quality and well-known brands should become the symbol of Made in China." To achieve this, China must develop a large number of outstanding brand products and enterprises.
Excellent brands require at least four fundamental conditions. First, they must offer superior quality, strong usability, and good service reputation, along with a favorable cost-performance ratio. Second, products should be not only functional but also environmentally friendly, from production to usage. For example, solar panels are clean during use, but their manufacturing process may involve high energy consumption and pollution. Only by mastering core technologies can companies reduce energy use, eliminate pollution, and remain competitive.
Third, excellent brands must provide comprehensive and thoughtful services to maintain a stable market share. In recent years, the life-cycle service models in the home appliance industry and the 4S car maintenance services have become key factors in market competitiveness. Finally, continuous improvement, innovation, and upgrading are essential to ensure long-term brand success.
Improving product quality, expanding variety, enhancing services, and innovating brands are central to China’s manufacturing development. The understanding of quality and branding is an ongoing process. As Li Yizhong pointed out, the government once emphasized strict quality control, but later realized that quality is produced, not just tested. This led to the adoption of total quality management involving all staff, processes, and departments. Today, quality brand building has evolved to focus on innovation, design, creativity, and service, exploring new modes of networked management.
To evaluate a company's quality and brand, market feedback and user experience are crucial. Evaluation methods should be scientific and rigorous, covering three main areas: advanced quality indicators, market performance metrics, and enterprise capability indicators. These include physical and chemical properties, performance, service assurance, cost-effectiveness, market share, reputation, and technical level.
To enhance brand competitiveness, enterprises must focus on four key areas. First, independent innovation is vital—mastering core technologies, moving away from imitation toward true innovation. While Chinese companies excel at replication, they must now aim for leadership through R&D. Companies should build their own technology centers, invest in research, and collaborate with universities and users to accelerate product upgrades.
Second, information technology must be used to transform and upgrade manufacturing. Digital tools improve precision, functionality, and efficiency. Intelligent production lines increase stability and safety, freeing up labor and improving productivity.
Third, strengthening quality management and establishing a solid quality assurance system is essential. Enterprises must be honest, responsible, and transparent. They should invest in advanced technology, manage the supply chain effectively, and ensure excellent pre- and after-sales service.
Fourth, promoting the strategic shift from manufacturing to services is important. Companies should expand into value-added services like maintenance, remote support, and logistics. Large enterprises can separate core and non-core functions, while SMEs can embrace outsourcing and e-commerce to drive growth.
Creating a strong product and service brand is key to building a reputable corporate brand."