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 - high-quality development strugglers, academic experts explained issues and shared views, and entrepreneurs conducted in-depth exchanges and discussions.
The following is the speech of Haiyun Group President Zhou Yunjie at the forum.
Subversive innovation is the soul of Chinese creation. First, technological innovation is the foundation, especially the original technological innovation, which is crucial to China's creation. Haier has established ten major R&D centers around the world. While innovating independently, it has raised the world. It is our R&D department, which is open to global first-rate scientists and inventors. Through the patent pool of original technology placement, it leads the formulation of international standards, and realizes the patenting of technology and the standardization of patents. Haier adheres to the patent quality leading strategy and accumulatively applies for 34000 A number of patents, including invention patents exceeding 60%, covering 30 countries and regions, of which overseas patents have reached half.
Based on the patenting of technology, Haier has strengthened the advancement of patent standardization. So far, Haier has led and participated in the revision of 56 international standards. There are more than 190 expert seats in the global standards organization ISO, IEC, and so on. World Standards Discourse Rights Haier also won 14 national science and technology progress awards, and in 2017 won three countries’ patent gold medals. Original technological innovation, support for Chinese creation, where are users, where innovation is, and world-class resources Where are they gathered? On Haier’s platform, more than 20 new ideas are generated each day, providing Haier’s innovative leadership with important support.
However, innovation is not limited to technology. It is the key to creating an era-driven model. The traditional era brand is the product brand. The Internet era brand is the platform brand. In the Internet of Things era, China needs to create more eco-brands. Any Innovation, only by solving the needs of the community, improving the quality of people's lives, and leading the trend of the times will be truly vital. At the beginning of the 20th century, ordinary American families were eager to own a car. That was the people’s pursuit of happiness at the time. , Ford began to implement the pipeline mode, reducing costs, increasing production efficiency, so that ordinary families can achieve the car dream. Ford's assembly line, including technological innovation, but more importantly, leading the era, to solve the social needs of the problem.
In the middle of the 20th century, people needed not only low-cost goods, but more importantly, inexpensive goods. Toyota invented the Kanji model of JIT and became a model for many companies to learn. In the Internet of Things, consumers need more than just It is a high-quality product and a solution to a better life. If the Ford model embodies the assembly line, the Toyota model embodies the industrial chain, Haier explores the model of one-on-one, creating the ecosystem of the Internet of Things and creating an eco-brand. Haier’s established ecosystem is first and foremost a parallel multilateral platform. On a large-scale customization platform, corporate users and supply chain stakeholders are collaborating on the same platform to create a shared and shared ecosystem. In this platform, On-line and offline, all parties of micro-shops jointly satisfy the users' iterative experience and turn customers into life-long users. With social families as the carrier, Haier has established a networking platform like smart clothes, smart washing and clothing, and a user-friendly Internet platform. The exclusive clothing washing program customization, as well as the entire process service from clothes purchase to wear, realized the digital management of smart clothes. In addition, Haier has built eco-brands in various fields such as food networking, car networking, and water networking.
In 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 “one-on-one” model is trying to contribute to the Chinese management of the world. Under the guidance of the “National Brand Plan”, we believe that China will create Will create a more splendid next 40 years.