On May 4th, the 'National Brand Better Life' hosted by CCTV - CCTV National Brand Plan 2018 Summit was held in Beijing.
Shen Haixiong, deputy director of the Central Propaganda Department and head of the Central Radio and TV Station, attended the event and discussed with the heads of the fifty companies including China Industrial and Commercial Bank of China, China Mobile, China Unicom, China FAW, Haier, Huawei, Wanda, etc. , CCTV deputy editor-in-chief Zhang Ning, director of CCTV advertising management center Ren Xuean attended the meeting.
Focusing on the main theme of “Better Country Brands Make Life Better” and “Creating Made in China to Change in China – The Holder of Heart and Dream”, “China's Speed Changes to China Quality – The Practitioner of New Times Transformation”, Three sub-themes of the transition from Chinese products to Chinese brands - the strugglers for high quality development, Yi Huiman, Chairman of ICBC, Wang Jingdong, Vice President, Lu Yimin, General Manager of China Unicom, and Fang Hongbo, Chairman and President of Midea Group, Maotai Group Chairman Yuan Renguo, Wanda Chairman Wang Jianlin, Gree Electric Appliances Chairman and President Dong Mingzhu, Vice President of Huawei Consumer Business Greater China Zhu Ping, Haier Group President Zhou Yunjie, Huaqiang Fangte President Liu Daoqiang, Beiqi Group Chairman Xu Heyi, Yihai Deputy Chairman/Chief Operating Officer of Kerry Group, Mo Yankui, Deputy General Manager of China FAW, Wang Guoqiang, Vice President of China Mobile, Sha Yuejia, Overseas Chinese City Group General Manager Yao Jun, Gome Retail CEO Wang Junzhou, Suning Vice Chairman Sun Weimin, Jingdong Deputy President Ji-Peng Peng, Chairman of Huiyuan Group Zhu Xinli, Vice Chairman and President of Evergrande Board of Directors Xia Haijun, Country Garden Secretary of the Party Committee, President Mo Bin, General Manager of Guangzhou Automobile Yu Jun, Vice President of Changan Automobile Tan Honghong, Party Secretary of Yanghe Group, Chairman Wang Yao, Chairman of Langji Group Wang Junlin, CEO of Jinzheng Group Dong Ejiao Secretary of the Party Committee, President Qin Yufeng, Chairman of the Tasly Board Chairman Yan Xijun, Chairman and CEO of Fanta Group Mao Zhongqun, Chairman and CEO of Donghua Group, Sun Dongwei, Chairman of Nine Yang, Wang Xuning, Chairman of Feihe Dairy Co., Ltd. Lu Youbin, President of Blue Moon Luo Qiuping, Xi Linmen Chairman Chen Ayu, Jianyi Marble Tiles Chairman Li Zhilin, Yunnan Baiyao Vice President Qin Yumin, Yang Yuan President Fan Zhaolin, Jia Dubao President Li Chunlin, Hengan Group Vice President Xu Qingchi, Luzhou Laojiao Deputy Party Secretary, Executive Deputy General Manager Wang Hongbo, Duan Hua, Chairman of Emma Technology Group, Zhong Danfang, Deputy General Manager of Triangle Tires, Yan Yan, Vice President of Yili Group, Vice Chairman of HuanYe Group, Hu Genhua, General Manager of Ziyuan Brand, Secretary of the Shuanghui Party Committee Du Junyu, Junlebao Group Vice President Liu Senxi, President of Jin Yi Fan Shifeng, Vice President of Jinpai Company Wang Nanbo, Beijing Red Star Co., Ltd. Xiaowei Wu, general manager of BYD Auto Sales General Manager Zhao Changjiang, general manager of Marco Polo and other market participants Xu Xiaoyong entrepreneurs conducted in-depth exchanges and discussions.
Professor Li Daokui, Director of the Department of Finance at Tsinghua University, Director of the China and World Economic Research Center, Professor Chen Chunhua of the National Development Institute of Peking University, Professor of the School of Arts of Beijing Normal University, and Kang Zhen, PhD supervisor, attended the meeting to discuss issues such as economic restructuring and national brands. , And share opinions.
Brand-led economic development
On April 24, 2017, the State Council issued a document setting up May 10 of each year as 'China Brand Day', which marked a 'to play a leading role in the brand' to a new height.
Under the background that the Chinese economy has entered a new normal and supply-side structural reforms have entered a critical period, the brand will undoubtedly become an important step in escalating the consumption structure and improving the quality and efficiency of economic development. We must not only produce products, but also cultivate brands. The change of 'Chinese products' to 'Chinese brands' has a bearing on the influence of China's economy and enterprises on the world market. It needs to be achieved through the long-term efforts of all sectors.
In his speech delivered by the Forum, Zhang Ning stated that CCTV has always been committed to fulfilling its social responsibilities and missions to help realize people’s longing for a better life. Based on the platform’s self-confidence, value introspection and mission awareness, CCTV launched the “National Brand Plan”. In March, the central government decided to set up a Central Radio and Television Broadcasting Station. The integration of the three stations will inevitably bring about new changes and opportunities. With the integration of a series of resources and integration measures, I believe that broadcast TV will surely spring in the new era. Li Huan glows with a strong vitality and vitality. Its communication, leadership, influence and credibility will surely be further enhanced. The status as a mainstream media in the society will inevitably become more prominent. With the establishment of the General Office, we will also broaden our service platform. , Service channels, and integration of resources will enable each member company of the 'National Brand Plan' to enjoy a more complete and richer service. We will continue to work with entrepreneurs, work together, work together, and win for Chinese brands. The battle of the world is a battle for horses.
Branding helps a better life
The report of the 19th CPC National Congress pointed out that socialism with Chinese characteristics has entered a new era. The major social contradictions in our country have been transformed into the contradiction between the people’s ever-growing needs for a better life and unbalanced and uneven development. Realizing people’s longing for a better life , It is the main problem that we will work hard in the future to resolve with unremitting efforts.
As a national television station, how can we shoulder the mission of helping people to lead a better life? How can the Secretary of Internship Jinping propose the 'Advertising and advocating but also speaking-oriented' directive spirit, always putting social benefits first, and whether it can participate in promoting 'Made in China' to China? In order to create transformation, China's speed has changed to China's quality, and Chinese products have been transformed into Chinese brands. With this series of issues, after careful consideration and investigation, CCTV has launched the 'National Brand Plan':
First, in response to the 'Precision Poverty Reduction Strategy' proposed by General Secretary Xi Jinping, we launched the 'Advertisement for Targeted Poverty Alleviation' public welfare project to broadcast ads for agricultural products in impoverished areas for free. By the end of 2017, CCTV broadcasted 22 kinds of free programs in four provinces and autonomous regions. Public welfare commercials for agricultural products, screen resources worth about 678 million yuan, benefiting 382,000 poor households, more than 1.512 million people. In 2018, CCTV optimized and upgraded the 'Account Accumulation Poverty Alleviation' project, and the number of broadcast channels increased from 5 to 8 , The coverage has expanded from 4 provinces to 8 provinces, allowing more people and regions to benefit from this project.
The second is to pay attention to major achievements and latest achievements in China's key areas, and to launch the 'National Major Strategic Project Brand Communication' public welfare project. Through a customized communication program, the company will shape and disseminate the brand image of a major country. Currently, the implementation of the National Gene Bank has been initiated. , Artificial intelligence, BeiDou navigation system, aerospace power, Beijing time and other five projects, made a total of six public service commercials, broadcast a total of 13,964 times.
The third is the “China Brand Upgrade Service” project. Under the premise of maintaining the state-owned assets, the social benefits are the first consideration, and the Chinese brands are strictly selected. After selection and negotiation, more than 40 Chinese seed brands were selected for selection in 2018. In 'National Brand Plan', CCTV's brand cultivation and brand promotion services are accepted.
Since its launch, the “National Brand Plan” has received high appraisal and recognition from all walks of life. The central news media such as People’s Daily, Xinhua News Agency, and CCTV’s “News Broadcasting” have reported the 'National Brand Plan'. Guizhou Provincial Committee, Qinghai Province The provincial party committee, Ningxia Party Committee, Yunnan Provincial Party Committee, China Academy of Aerospace Technology Sixth, China Time Service Center, Beijing Institute of Microelectronics, Shenzhen Huada Life Sciences Research Institute and other related organizations have sent letters of thanks to the 'National Brand Plan'.
At today's summit forum, the participating entrepreneurs and experts made speeches around the 'three transformations' and the 'national branding plan'.
Prof. Kang Zhen, professor of Beijing Normal University’s School of Arts, explained the first topic of the forum 'The transformation of manufacturing in China to create a firmer mind and dream'. He said that the significance of manufacturing in China and China is not just excellent. The quality and resounding brand, but also the heart and dream of creating a better life and a better future. The Chinese nation is a nation rich in creativity, creativity and dreams. Our ancestors created one Chinese nation after another. Brands, these brands have benefited generations of Chinese descendants, and have also profoundly influenced the pattern and process of world civilization. Only by daring to create can we have a land full of hope. Only by persisting in creation can we embark on the road to victory. The creation of the banner can only express infinite power. Only the people with courage to create can create a bright future. We also sincerely believe that through the 'National Brand Plan', our brands will be louder, brighter and more resplendent.
Haiyun Group President Zhou Yunjie delivered a keynote speech. He said that disruptive innovation is the soul of Chinese creation. Innovation of technology is the foundation, especially original technological innovation, is crucial to China's creation. However, innovation is not limited to technology alone. Creating the model that leads the times is the key. In the Internet of Things era, consumers need not only high-quality products, but also solutions for a better life. Haier’s exploration of the single-in-one model is the creation of the ecosystem of the Internet of Things. The creation of eco-brands. During the 40 years of reform and opening up, China’s management has also gone through the process of following up and running to lead the way. The model of people-in-one is working hard to contribute to the Chinese management of the world. Under the guidance of the national branding plan, We believe that China's creation will surely create a more splendid next 40 years.
Li Daokui, Director of the Department of Finance at Tsinghua University and Director of the China and World Economic Research Center, explained the second topic of the forum 'The Transformation of China's Speed to China's Quality—Practitioner for the Transformation of a New Era'. He stated that from the development speed to the development quality, from the whole In terms of macroeconomics, the key word is one—upgrade. For people and businesses, what does it mean from high speed to high quality? From the first time to the word 'wow', for example, from the first time His own rice cooker to 'Wow! The rice cooked by our rice cooker is so fragrant' ... How to produce this 'wow' word, depends on the enterprise, depends on the branded company. And building a brand depends on the leading company. Leading entrepreneurs. Let us use applause to encourage a new generation of entrepreneurs to create more and more 'wow' for consumers through their brand creation!
Lu Yimin, general manager of China Unicom, delivered a keynote speech. He said that the change from China's speed to China's quality is one of the important connotations of the transformation of the new era. For this transformation, I think we should grasp three aspects: First, we must have Second, it must be bigger and stronger. Third, it is both old and new. At present, according to the requirements of the Central Government, China Unicom is fully implementing the reform of mixed ownership, and using this as an opportunity to build new genes. Governance, new operations, new kinetic energy, new ecological five new Unicom, to build an Internet power, digital China, contribute to the smart society.
Chen Chunhua, professor of the National Development Research Institute of Peking University, explained the third topic of the forum 'The transition of Chinese products to Chinese brands - the strugglers for high quality development'. She said that when Chinese companies are facing the world today, we can't just talk about What products must allow the world to listen to the voices of Chinese companies. This voice is supported and carried by the brand. There are three things that must be done today: The first thing, we must have the ability to let customers really recognize us. , And the brand itself is the resonance of the customer's heart; the second thing, we must be able to truly show the value of the products in the pursuit of the pursuit; the third thing is to really let our company through employees, can carry us The internal standard of quality pursued by a company. If a company wants sustainable development, there are three most important values that can be presented: first, the value recognized by the market industry and customers; second, it can truly promote human progress; Third, it is necessary to bear the social responsibility and the value of contribution to the society itself.
Yao Jun, general manager of OCT Group delivered a keynote speech. He said that the 'national brand plan' is to implement the 'three changes' put forward by General Secretary Xi, and to promote and lead Chinese companies, Chinese society, Chinese market and Chinese consumers. Focus on brands and create brands. OCT Group, as a central enterprise focusing on cultural tourism, has always adhered to the concept of a quality living connoisseur. It takes quality as the top priority of brand development and practices high quality development with practical actions. Objectives and requirements. OCT Group puts social, natural and cultural responsibilities in front of it, uses ecology to connect nature, uses public welfare to give back to society, inherits and protects national culture, and builds a beautiful life full of humanistic care, green and low carbon, and living in harmony.
Beiqi Group Chairman Xu Heyi, Country Garden Group Party Committee Secretary, President Mo Bin, Suning Vice Chairman Sun Weimin, Luhua Group Chairman and President Sun Dongwei, Feihe Dairy Chairman Leng Youbin, and Jia Dubao President Li Chunlin on the topic 'Made in China' 3. China has created a transformation - the adherence of the early heart and dreams - to communicate.
Chairman of the Gree Electric Appliance Co., Ltd. and President Dongming Zhu, General Manager of Guangzhou Automobile Yu Jun, Deputy Chairman/Chief Operating Officer of Yihai Kerry Group, Wu Yankui, Chairman of Jianyi Marble Tiles, Li Zhilin, Vice Chairman and President of Evergrande Board of Directors Xia Haisong, Jingdong Vice President Ji-Peng Peng exchanged views on the topic 'China's speed to China's quality transformation - practitioners of the new era of transformation'.
Chairman of Huiyuan Group Zhu Xinli, Vice President of Huawei Consumer Business Greater China Zhu Ping, President of Huaqiang Fangte Liu Daoqiang, President of Gome Retailing Wang Junzhou, Party Secretary of Yanghe Group, Chairman Wang Yao, Chairman of Tasly Board Chairman Yan Xijun on the topic of 'Chinese Products Change to Chinese brands - high quality development struggling.
At the summit forum, the CCTV Advertising Management Center also reported and shared the implementation of the 'National Brand Plan' in the first quarter of 2018. On the one hand, it shared the resources and services provided by the 'National Brand Plan' for selected companies. The good results, as well as the national major strategic project theme of public service advertising, the implementation of accurate poverty alleviation of public service advertising. On the other hand, the introduction of the ad review, the implementation of the contract and other specific operational level.
