中国品牌时代已来！

DRD再定义中国自主品牌

从中国制造到中国创造的中国品牌之路

在现代化经济体系的基本建设框架内，推动中国品牌的发展和崛起，必须坚持创新引领，以质量为核心，以创新为动力，探索一条中国特色的品牌发展之路。

备受瞩目的首届中国自主品牌博览会5月10日在上海开幕。这是我国自主品牌发展成就的一次集中展示，68家中央企业、地方政府及中介组织，600余家国内知名品牌企业、100余家创新型中小企业悉数汇聚黄浦江畔，展现开放包容姿态，构建合作共赢关系，共推品牌强国建设。

“中国品牌的建设与发展，是构建现代化经济体系的题中要义。”中国社会科学院学部委员、品牌中国战略规划院院长汪同三在接受经济日报记者采访时表示，从国家层面推动品牌战略发展，是满足人民美好生活需要、提升供给体系质量的有效途径，也是增强经济质量优势、提高我国国际话语权的重要战略选择。下一步，要继续深化供给侧结构性改革，以品牌建设引领中国经济高质量发展。

The highly anticipated first China Independent Brand Expo opened in Shanghai on May 10. This is a concentrated display of the development achievements of my country’s independent brands. 68 central enterprises, local governments and intermediary organizations, more than 600 domestic well-known brand enterprises, and more than 100 innovative small and medium-sized Cooperation and win-win relationship, and promote the building of a brand power.

吹响品牌发展集结号

新时代下，一场关于中国品牌的战略性布局已悄然展开——

2014年5月，习近平总书记在河南考察时强调，要“推动中国制造向中国创造转变、中国速度向中国质量转变、中国产品向中国品牌转变”。

2016年6月，国务院办公厅印发《关于发挥品牌引领作用推动供需结构升级的意见》，进一步明晰了中国品牌战略的时间表、路线图。

2017年5月10日，国务院批准将每年的5月10日设立为“中国品牌日”，提出讲好中国品牌故事，提高自主品牌影响力和认知度，鼓励企业加强品牌培育，提供优质供给，提高中国制造“含金量”。今年的《政府工作报告》明确提出，“全面开展质量提升行动，推进国际先进水平对标达标，弘扬工匠精神，来一场中国制造的品质革命”。

“举办中国自主品牌博览会和中国品牌发展国际论坛，是党中央、国务院综合研判全球经济发展格局变化，立足我国经济发展新常态，面向经济社会长远发展，着眼构筑中国特色品牌发展道路的一项重大战略举措。”国家发展改革委副主任林念修说。

汪同三表示，在中国经济从要素规模驱动向创新引领驱动转型的关键时期，品牌战略的地位和作用正在从辅助、支持向引领、支撑和主导升级，品牌正在与社会经济的各个维度产生激烈的碰撞和交互，成为推动经济增长与社会发展的新动能、新力量。

在当天举办的中国品牌发展国际论坛上，来自国务院有关部门负责人、品牌企业代表、地方领导及海内外智库专家等，围绕“中国品牌世界共享”的主题，就品牌发展政策环境建设、企业品牌创建、地区品牌发展、品牌发展服务等议题展开深入交流，“塑造中国自主品牌良好形象、树立品牌经济发展理念、坚定自主品牌发展信心、促进品牌强国建设”已成为全社会的共识和行动。

In the new era, a strategic layout of Chinese brands has quietly unfolded——

In May 2014, General Secretary Xi Jinping emphasized during an inspection in Henan that it is necessary to "promote the transformation of Chinese manufacturing to Chinese creation, the transformation of China's speed to Chinese quality, and the transformation of Chinese products to Chinese brands."

In June 2016, the General Office of the State Council issued the "Opinions on Playing the Leading Role of Brands to Promote the Upgrade of Supply and Demand Structure", which further clarified the timetable and roadmap of China's brand strategy.

On May 10, 2017, the State Council approved the establishment of May 10 every year as "China Brand Day", proposing to tell the story of Chinese brands, improve the influence and recognition of independent brands, and encourage enterprises to strengthen brand cultivation and provide high-quality supply , To increase the "gold content" made in China. This year’s “Government Work Report” clearly stated that “to carry out quality improvement actions in an all-round way, promote international advanced level benchmarking, promote the spirit of craftsmanship, and bring a quality revolution made in China”.

"Holding the China Independent Brand Expo and the International Forum on the Development of Chinese Brands is an important step for the Party Central Committee and the State Council to comprehensively study and judge changes in the global economic development pattern, based on the new normal of my country’s economic development, facing the long-term economic and social development, and focusing on building a path for the development of brands with Chinese characteristics. Strategic measures." said Lin Nianxiu, deputy director of the National Development and Reform Commission.

Wang Tongsan said that in the critical period of China’s economic transformation from being driven by factor scale to driven by innovation, the status and role of brand strategy are upgrading from assistance and support to leading, supporting and leading, and brands are colliding with all dimensions of the social economy. Harmony and interaction have become a new kinetic energy and new force to promote economic growth and social development.

At the China Brand Development International Forum held on the same day, officials from relevant departments of the State Council, representatives of brand companies, local leaders and experts from think tanks at home and abroad, etc., focused on the theme of "Chinese Brands Sharing the World" and discussed brand development policy environment construction and corporate branding. In-depth exchanges on issues such as creation, regional brand development, and brand development services have been carried out. “Shaping a good image of Chinese independent brands, establishing the concept of brand economic development, strengthening confidence in the development of independent brands, and promoting the building of a brand power” has become the consensus and action of the whole society.

自主品牌彰显信心和力量

走进上海展览中心中央大厅，13家受邀央企带来的最新品牌建设成果，吸引了众多观众驻足观看。

在中国建筑股份有限公司近3米长的“一带一路”名片上，不停闪烁着的百余个光点十分醒目。“这些亮点代表着我们在海外129个国家的近6000项工程。”中国建筑企业文化部处长吴琦告诉记者，截至目前，中国建筑投资建设了国内90%以上300米以上摩天大楼、75%的重点机场和卫星发射基地、40%的城市综合管廊，约每25个中国人中就有一人使用中国建筑建造的房子。

善建摩天大楼的中国建筑，在科技创新上同样高人一筹。吴琦说，中国建筑全球首创了超高层建筑智能化顶升平台，让千米高空作业如履平地，4天一层的建设速度更是让国内外同行惊艳。近5年来，中国建筑先后获得国家科学技术奖13项、国家勘察设计奖5项、国家级工法103项、专利授权9660项，被国务院国资委授予中央企业“科技创新企业奖”。

“掌握核心技术，坚持绿色发展”，一大批绿色自主品牌正在成为中国经济高质量发展的“新动能”。河北省品牌战略促进会会长武志辉介绍，此次河北省遴选了当地20家自主品牌及创新型中小企业参展，“既是来展示成果，也是来学习交流。通过本次博览会，进一步促进企业提升品牌理念，推动更多企业迈向绿色发展”。

晨阳水漆是河北省参展企业之一，拥有亚洲最大的全水漆自动化生产线。“目前，我国工业涂料水性化程度不足一成，自主品牌市场占有率偏低，成为制约众多行业环保升级的重要因素。”晨阳水漆品牌运营中心总经理马林表示，成立20年来，晨阳水漆掌握了11项国际先进的核心技术，是行业内参与水性涂料标准制定最多的企业之一，“希望通过展会，呼吁更多企业投身到绿色发展中来，为打赢污染防治攻坚战贡献力量”。

Walking into the central hall of the Shanghai Exhibition Center, 13 invited state-owned enterprises brought the latest brand-building achievements, which attracted many audiences to stop and watch.

On the nearly 3-meter-long “Belt and Road” business card of China State Construction Corporation, more than a hundred light spots are constantly flashing very eye-catching. "These highlights represent our nearly 6,000 projects in 129 countries overseas." Wu Qi, director of the Ministry of Culture of China Construction Enterprise, told reporters that up to now, China Construction has invested in the construction of more than 90% of domestic skyscrapers and 75% of skyscrapers above 300 meters. Major airports and satellite launch bases in China, 40% of the urban integrated pipeline corridors, and about one in 25 Chinese people use houses built by Chinese architecture.

Chinese architecture that is good at building skyscrapers is equally superior in technological innovation. Wu Qi said that China State Construction has pioneered the world's first intelligent jacking platform for super high-rise buildings, allowing kilometer high-altitude operations to be flat, and the 4-day first-floor construction speed is even more amazing for domestic and foreign counterparts. In the past five years, China State Construction has successively won 13 National Science and Technology Awards, 5 National Survey and Design Awards, 103 National Construction Methods, and 9660 Patent Authorizations. It was awarded the "Science and Technology Innovation Enterprise Award" by the State-owned Assets Supervision and Administration Commission of the State Council.

"Mastering core technologies and adhering to green development", a large number of green independent brands are becoming the "new momentum" for the high-quality development of China's economy. According to Wu Zhihui, chairman of the Hebei Brand Strategy Promotion Association, this time Hebei Province has selected 20 local independent brands and innovative small and medium-sized enterprises to participate in the exhibition. The brand concept promotes more companies towards green development".

以品牌建设引领高质量发展

“在现代市场经济条件下，品牌的内涵有质量、创新、信誉、文化等内容，要成就品牌，一个关键因素就是要提高质量。”国家市场监督管理总局质量管理司司长黄国梁说。

在国家发改委产业协调司司长年勇看来，以新供给创造新需求，主要是引导企业注重品质、打造品牌，推动供给结构的加快升级；以新需求引领新供给，就是在需求侧加力，通过改善消费环境、培育品牌意识，使消费结构加快升级，“应该说，发挥品牌引领经济高质量发展的作用，已经在显现”。

工业和信息化部科技司副司长沙南生认为，在引导高质量发展的道路上，要着眼于经济社会全局，把提高供给体系的质量和产业迈向全球价值链中高端作为主攻方向，打造一批特色鲜明、竞争力强、附加值高的中国品牌。同时，要呼唤和培育社会品牌意识，让“品牌”更受尊重，让自主品牌深入民心。

中国中铁集团董事长李长进从企业的角度指出，品牌建设有两个关键词：一是理念，一是自主创新，“理念是打造品牌的基础，没有自主创新就不可能有品牌。中国品牌的崛起，要打造培育一批有代表性、能够支撑高质量发展的品牌企业，以质量和创新赢得更为广泛的国际市场”。

“当然，我们还要清醒地认识到，当前中国品牌在关键核心技术等方面与发达国家依然存在较大差距。”汪同三指出，在现代化经济体系的基本建设框架内，推动中国品牌的发展和崛起，首先也是最为重要的一点，就是必须坚持创新引领，以质量为核心，以创新为动力，探索一条中国特色的品牌发展之路。

"Under the conditions of a modern market economy, the connotation of a brand includes quality, innovation, credibility, and culture. To achieve a brand, a key factor is to improve quality." said Huang Guoliang, director of the Quality Management Department of the State Administration for Market Regulation.

In the view of Nian Yong, Director of the Industry Coordination Department of the National Development and Reform Commission, creating new demand with new supply is mainly to guide enterprises to focus on quality, build brand, and promote the accelerated upgrading of the supply structure; to lead new supply with new demand is to increase demand on the demand side. , By improving the consumption environment and cultivating brand awareness to accelerate the upgrading of the consumption structure, "it should be said that the role of brands in leading the high-quality development of the economy is already emerging."

Sha Nansheng, deputy director of the Science and Technology Department of the Ministry of Industry and Information Technology, believes that on the road to guide high-quality development, we must focus on the overall economic and social situation, and take the improvement of the quality of the supply system and the industry’s move toward the high-end of the global value chain as the main direction to build A group of Chinese brands with distinctive characteristics, strong competitiveness and high added value. At the same time, it is necessary to call for and foster social brand awareness, make "brands" more respected, and let independent brands gain roots in the hearts of the people.

Li Changjin, Chairman of China Railway Group, pointed out from the perspective of the enterprise that there are two key words in brand building: one is concept and the other is independent innovation. "Concept is the foundation of brand building. Without independent innovation, there can be no brand. Chinese brand To rise, we must build and cultivate a group of representative brand companies that can support high-quality development, and win a wider international market with quality and innovation."

"Of course, we have to be soberly aware that there is still a big gap between Chinese brands and developed countries in terms of key core technologies." Wang Tongsan pointed out that within the framework of the basic construction of a modern economic system, we must promote the development and rise of Chinese brands. The first and most important point is that we must adhere to the innovation leadership, take quality as the core and innovation as the driving force, and explore a path of brand development with Chinese characteristics.

（记者 顾阳 李治国）