At present, domestic brand consumption has become a fashion trend. Under the background of the supply side structural reform, the upgrading of residents' consumption and the rise of cultural boom, the improvement of the quality and technical level of domestic products and the improvement of residents' recognition of domestic brands have jointly promoted the development of domestic brands and the upsurge of domestic consumption.
Develop multiple values of domestic brands
The development of domestic brands and the trend of domestic consumption are of great significance to enhance China's international influence, promote high-quality economic development, overall development and security, promote the rise of the global value chain and promote the upgrading of consumption structure: it will help the world better understand China; It is the need to coordinate development and security; It helps to smooth the domestic circulation and promote the domestic and international double circulation; Help to improve supply quality and realize the rise of global value chain; It will help promote the upgrading of residents' consumption based on the domestic market.
Promoting the development of domestic brands and realizing "Chinese brands, shared by the world" is an important way to enhance China's international influence and promote the high-quality development of China's economy. At present, domestic brands usher in golden development opportunities. It is necessary to build a "Trinity" policy system to promote the development of domestic brands from the three levels of government, enterprises and consumers in terms of strategic planning, R & D investment and cultural confidence.
At the government level, do a good job in the upper design of domestic brand construction. The government needs to play a guiding role in basic research and brand building: first, create a good scientific research ecology, optimize the investment and layout of basic R & D, and promote the cross integration of disciplines; Second, improve the system and mechanism of building domestic brands, strengthen patent protection, and optimize the institutional environment for cultivating domestic brands; Third, vigorously develop the advanced manufacturing industry, increase financial and tax support, promote the formation of an international famous brand array of advanced manufacturing industry, and focus on shaping the world's top brands.
At the enterprise level, increase R & D investment and reshape the craftsman spirit. The scale of China's market is huge. Under the unsaturated market conditions, enterprises can also obtain large living space based on the original brand products. Coupled with the uncertainty of R & D investment, it is easy to lead to R & D inertia and inhibit the development of domestic brands. With the upgrading of residents' consumption and the deepening of supply side structural reform, enterprises need to overcome R & D inertia, reshape craftsmanship and improve effective supply. First, increase R & D investment, enhance brand value, increase product brand added value and promote enterprise transformation and upgrading by improving product technology and quality; Second, reshape the craftsman spirit, integrate Chinese elements and Chinese traditional culture into product value, improve the cultural connotation of domestic brands, and promote the "going out" of advanced products; Third, strengthen the research on new consumption, new models and new channels, and reshape the domestic brand by using the new supply chain system and modern circulation system.
At the consumer level, enhance cultural self-confidence and enhance domestic brand identity. Domestic consumers' demand for domestic brand products is an important driving force for the development of domestic brands. In the past, some consumers had a stereotype of domestic products, which led to the low recognition of domestic products by some consumers. With the rise of Chinese domestic brands and the upgrading of residents' consumption, consumers need to enhance cultural confidence and reshape the confidence of domestic brand products. First, objectively understand domestic brands, grasp the advantages and disadvantages of domestic brands, and enhance the cultural confidence of domestic brands; Second, by actively experiencing domestic brand products, enhance the emotional identity of domestic brands, boost the consumption confidence of domestic brands, and reshape the identity of domestic brands.
Published on July 1, 2021