At present, Qingdao has 2 China world famous brand products, 36 China famous trademarks and 68 China famous brand products. The total number of well-known trademarks ranks first among sub-provincial cities in China, and the number of well-known trademarks in China ranks second only to Shanghai.
In the century-old history of Qingdao's urban development, the city and the brand * * * once flourished, complementing each other and shining with each other; With the continuous improvement of Qingdao's city brand image, the good city brand image has given Qingdao's corporate brand a huge premium and appreciation space, and the development of corporate brand has added rich connotations to Qingdao's city brand.
The history of Qingdao, to some extent, is also the history of the brand.
19 Qingdao Oktoberfest ended on the evening of August 30th.
On the morning of September 1, CBN reporter found in the lobby of the hotel where he stayed that the price of new guests was nearly 30% lower than when the reporter checked in a few days ago.
The lobby attendant told CBN reporter that with the end of Oktoberfest, the number of guests staying in the hotel decreased significantly. In stark contrast to the previous need to book in advance, hotels began to have vacancies.
After Oktoberfest, several taxis stopped in front of the hotel where the reporter stayed, and they began to "lie down". During Oktoberfest, taxi drivers pick up guests.
As a festival, Oktoberfest can actually affect the operation of a city. During the festival, huge passenger flow and business opportunities gathered, contributing more than two "golden weeks" to Qingdao's economy.
"What is a brand? Oktoberfest is an important brand in Qingdao. This brand will be given more connotation in the future. " Song Jikuan, deputy director of Qingdao Economic and Trade Commission and director of Economic Operation Bureau, told CBN reporter.
It is the brand of Tsingtao Beer that gives Tsingtao Beer Festival a "material foundation". It is also well-known brands such as Tsingtao Brewery, Haier, Hisense and Qingdao Port that make Qingdao a brand city.
Tsingtao beer: the business card of Qingdao and even the whole country
Tsingtao Beer is undoubtedly the biggest winner of Tsingtao Beer Festival. When it comes to Tsingtao Beer Festival, everyone will think of Tsingtao Beer.
Jin Zhiguo, chairman of Tsingtao Brewery Group, told CBN that the effect brought by Oktoberfest to Tsingtao Brewery every year is equivalent to the effect produced by advertising of 30 million to 50 million yuan.
When you walk into Tsingtao Brewery located at No.56 Wendeng Road, Qingdao, the first thing you see is a sculpture engraved with the words "100". It silently reminds every visitor that Tsingtao Brewery celebrated its centenary birthday in 2003.
1903 The German "Brewer and Hop Newspaper" published such a news: "According to the report of Qingdao (China) Deya Outlook, beer consumers in Qingdao will hear that we have made a new progress, that is, brewing good beer from scratch in Qingdao. Because there are good springs here. "
It was in that year that German businessmen established the German Beer Qingdao Stock Company in Qingdao, which is the predecessor of Tsingtao Beer today.
1906, Tsingtao Brewery, which was born only two years ago, went to Europe to attend the Munich International Beer Expo in Germany and won the gold medal in one fell swoop.
Although Tsingtao Brewery was founded by foreigners, Tsingtao Brewery, which is rooted in China, still makes Empress Dowager Cixi, who has always hated foreign countries, quite proud. She not only gave Tsingtao beer as a gift to officials, but also announced the news of winning the gold medal to the world to "show the great power of the Qing Dynasty".
Narrating this history is intended to show that Tsingtao Brewery had the meaning of "business card" at that time.
"The unprecedented strength of the national economy is inseparable from the support of a group of enterprises that dominate the world, and it is also inseparable from the support of brands with extensive influence in the world. It can be said that Tsingtao Brewery has completely gone through and witnessed the 60-year endeavor of New China. "
Jin Zhiguo told CBN reporter.
After the founding of the People's Republic of China, the first battle of Tsingtao Brewery was to plant hops.
1950, the U.S. Department of Commerce announced the implementation of licensing control measures for all goods shipped to China, and even prohibited American ships from sailing to China. Hop is known as the "soul of beer" and is an indispensable key raw material for brewing beer. At that time, these raw materials had been imported. Due to the economic blockade and embargo, the supply of raw materials could not meet the production demand and the price was high.
That year, Tsingtao Brewery successfully planted 32 mu of hops in local Licun. Compared with hops grown in Europe and America, hops grown in China are not inferior. The pioneering work of Tsingtao Brewery ended the history that hops were all supplied from other places. In that year, the beer output increased greatly, reaching 4077 tons.
1964, China published some well-known slogans, which set off a learning climax in the whole country. Only in February, the slogans of "Industrial Daqing" and "Agricultural Dazhai" were born. 1963, Tsingtao Brewery won the gold medal in the national wine tasting. At that time, the Ministry of Light Industry noticed that Tsingtao beer was not only of good quality, but also of low consumption and cost, so it decided to put forward the slogan "The beer industry should learn from Qingdao" at the 1964 Tangshan meeting.
However, Tsingtao Brewery was a "luxury" after all, and it had no "political significance" at that time, so it was impossible to by going up one flight of stairs. However, its contribution to the whole national economy cannot be underestimated.
For a long time after the founding of the People's Republic of China, a large amount of foreign exchange was urgently needed for the construction of national infrastructure, and the foreign exchange earned by Tsingtao beer's bulk export accounted for 2% of the country's foreign exchange earned by export.
1967, the State Planning Commission and the State Council Finance and Trade Office issued a document to approve the measures to increase the output of Tsingtao beer for export, which increased the annual output from 19000 tons to 26000 tons, and the products were mainly used for export. Since then, Tsingtao Brewery has truly become a "national" enterprise, investing, producing, managing, managing and selling. Everything has been incorporated into the national unified planning system.
In 1980s and 1990s, the beer industry in China rose rapidly, and the competition in the beer market began to appear. However, Tsingtao Brewery, because of its low output and large export volume, is worried that it will lose its reputation if it is publicized. Therefore, during the period from 1980 to 1989, Tsingtao Brewery basically did not carry out advertising.
The market share of Tsingtao Brewery in China has dropped from 13% at the beginning of reform and opening up to about 3%.
1993 is a landmark year in the history of Tsingtao Brewery, not only because it is the 90th birthday of Tsingtao Brewery, but also because Tsingtao Brewery has seized an important development opportunity brought by the reform and opening up-completing the shareholding system reform and successfully listing in Hong Kong and Shanghai.
1992 After Deng Xiaoping's southern tour speech, China's reform and opening-up entered a new stage, which provided Tsingtao Brewery with the opportunity to go public. At that time, the central government wanted to select several state-owned enterprises to raise funds in the capital market, with the aim of invigorating enterprises. The State Council finally chose nine state-owned enterprises, including Shanghai Petrochemical Company, Beijing People's Printing Company, Tianjin Bohai Chemical Company, Jiangsu Yizheng Chemical Fiber Company, Kunming Machine Tool Company, Maanshan Iron and Steel Company, Dongfang Electric Company and Tsingtao Brewery Company, all of which were local influential enterprises at that time.
1July, 99315th, Tsingtao Brewery Company listed its H shares in Hong Kong, becoming the first China mainland enterprise to be listed overseas; On August 27th, Tsingtao Brewery A shares were listed on the Shanghai Stock Exchange.
The blink of an eye is 10 year. On August 15, 2003, Tsingtao Brewery celebrated its centenary. At the centennial celebration, Tsingtao Brewery made a memorial sculpture with the number 100, and marked it with "1" like an arrow, which indicates that the new year 100 will be further developed, and "00" means that Tsingtao Brewery in the new century will return to zero. From then on, Tsingtao Brewery at the age of 100 will become 60.
Haier: the representative of "new forces"
If Tsingtao Brewery, as a century-old brand, can better represent Qingdao's "history", then Haier, which rose in the 1980s, is the representative of "new force".
Haier Group, founded in 1984 and growing up in the reform and opening up, has now developed into the first brand of household appliances in China, with a brand value of 80.3 billion yuan, ranking first among the "most valuable brands in China" for seven consecutive years. Last year, Haier achieved a global turnover of11900 million yuan, and its profit growth was more than twice that of sales revenue. In 2009, Haier continued to maintain healthy development. From June 5438 to June 2009, Haier Group's revenue growth was the same as last year, and its profits increased substantially. It is estimated that the annual profit increase will reach about 20%.
Haier's entrepreneurial history reflects a microcosm of China's home appliance industry from small to large, from weak to strong, and from China market to global market since the founding of New China, especially since the reform and opening up.
1984, 35-year-old Zhang Ruimin used to be the director of Qingdao Refrigerator General Factory, the predecessor of Haier Group. Qingdao Refrigerator General Factory is a small collective factory, with a loss of 6.5438+0.47 million yuan at that time. At that time, it was a matter of life and death for a small factory.
That year, the Third Plenary Session of the Twelfth Central Committee of the Communist Party of China adopted the central government's decision on economic system reform, and the market demand rose rapidly.
In this situation, Haier introduced the refrigerator production technology, equipment and standards of Liebherr Company in Germany. Zhang Ruimin first put forward and formulated the famous brand strategy among enterprises in China, and determined the principle of "starting late and starting high".
After introducing advanced technology, Zhang Ruimin paid close attention to internal management and put the factory on the right track. The "13" management regulations such as "No defecation in the workshop" formulated by 1984 are a true portrayal of the difficulty in getting started at this stage. Zhang Ruimin smashed 76 refrigerators with unqualified quality on 1985, which was a landmark event for him to pay close attention to quality and create a famous brand.
1985 One day in February, Zhang Ruimin received a letter from a user, which reflected that the refrigerator produced had quality problems. Zhang Ruimin led managers to inspect the warehouse and found that 76 refrigerators in the warehouse were unqualified. Zhang Ruimin immediately called all employees to the warehouse for a site meeting and asked what to do.
In fact, Zhang Ruimin has already made up his mind: smash them! Zhang Ruimin announced who did it and smashed it, swung a sledgehammer and smashed the first hammer himself.
"The purpose is to tell everyone that only qualified products can be done, and only products that fully meet the standards can be done. It is not that there is no problem through the product of' smashing the refrigerator', but that the quality concept is established through' smashing the refrigerator'. After the enterprise implements quality management, it is easy for everyone to accept high-quality standards and requirements. " Zhang Ruimin told CBN a few days ago.
Haier's famous brand strategy soon achieved results in the market: 1988 Haier won the first national excellent gold medal in the history of refrigerators in China; 1990 won the Golden Horse Award, the first national quality management award in China refrigerator industry; 199 1 was selected as the first "Top Ten Famous Trademarks in China"; This indicates that Haier has gradually grown into a well-known domestic enterprise and brand in the early stage of reform and opening up.
"From a brand point of view, we decided to create a brand from the beginning. If an enterprise has no brand, it can only work for others and can only be at the lowest end of the value chain. Enterprises can also produce, but it is impossible to really develop. Without brand, a country's sustainable development may have great problems. Therefore, the brand is very important for a company. " Zhang Ruimin told CBN a few days ago.
In 1990s, Haier's scale expansion developed rapidly. Zhang Ruimin led Haier to expand rapidly, rising from the level of "market innovation" to the level of "management innovation".
199 1 year, Haier group was established and entered the stage of diversified development strategy. 1in may, 992, Deng Xiaoping made a speech on his southern tour, demanding that the reform and opening up be "bolder and faster".
Zhang Ruimin seized the opportunity to establish Haier Industrial Park in the east of Qingdao. Haier group expanded rapidly in the following years, and successively merged 18 loss-making enterprises, and made them profitable by transplanting Haier management. The scale of enterprise diversification has expanded unprecedentedly.
At the same time, from the late 1990s to the present, it is also the stage for Haier to explore the international market and build a global brand. Zhang Ruimin led Haier to "go global", from "China brand" to "global brand".
At present, Haier has initially established a global operation network of "logistics, capital flow and information flow", and established a basic framework of "trinity" (that is, localized design, localized production and localized sales) in six overseas regions of America, Europe, South Asia, Middle East and Africa, Asia-Pacific and ASEAN, and basically realized the global strategic layout.
Zhang Ruimin's "three-step" strategy, that is, going abroad-creating a brand abroad; Go in-become a localized enterprise; Go up-become a local world famous brand, and now it is entering the stage of "going up".
Today, although Haier has become a world-class brand, Zhang Ruimin, the same age as China, still has a dream.
He told CBN reporter: "My dream is that Haier must become a world-famous brand. I hope it will not only produce first-class products, but also cultivate first-class talents in the future. This is what I really dream of. "
Towards a big brand
The government is undoubtedly an important driving force for Qingdao to become a brand city.
Ai Feng, Chairman of Brand China Industry Alliance, said at the China Brand Festival held in Qingdao last month that Qingdao was the first city in China to put forward the strategy of "building brand strategy and developing brand economy". Successive municipal party committees and municipal governments have attached importance to and actively promoted the strategy of "revitalizing the city with brands" and made great achievements.
Nowadays, their brand strategy has gradually penetrated into the party and government organs and many fields of society from the economic field, realizing the all-round development of "point, line and face" It not only optimizes the soft environment of urban development, enhances the core competitiveness of the city, but also better implements the concept of "ruling for the people" and promotes the leap from brand economy to brand city.
Wu Jingjian, vice mayor of Qingdao, told CBN that the reason why Qingdao has become a recognized "brand capital" can be summarized in two sentences: "the government leaders knew it long ago" and "it has always been like this".
He said that the leaders of Qingdao municipal government have long discovered that a city with scarce resources like Qingdao must find its own strategic thinking with urban characteristics, and brand is the strategic resource with urban characteristics that we have tapped.
Best choice. In addition, after we established the brand development strategy, we have always regarded brand development as an integral part of the urban development center strategy and have never changed.
According to Wu Jingjian, in the process of brand economy development, the municipal party committee and the municipal government called on every enterprise to pay attention to brand creation. Through the publicity of famous brand products and famous brand enterprises, the incentive mechanism for striving for famous brands is established, and enterprises and meritorious personnel who have won national awards are commended and rewarded. Since 2005, the municipal government has spent 654.38+0.8 billion yuan on these awards.
Qingdao municipal government began to have the consciousness of creating a brand, which should be in the early 1980s. Song Jikuan, deputy director of Qingdao Economic and Trade Commission, said that at that time, the relationship between supply and demand in the market was less than demand, so as long as there was something, there was no need to sell it. Since then, the government feels that with the reform and opening up, the material will be gradually enriched and the supply will inevitably exceed the demand. By then, it will not be the quantity of products, but the quality. In order to make enterprises realize the importance of quality, the government put forward the "Golden Flower" activity.
Qingdao "Golden Flower" is actually the predecessor of Qingdao famous brand. Its connotation is to pay attention to quality when there is no problem in product sales.
"At that time, we made a plan to list 37 products as the key products cultivated in Qingdao. The resources were still in the hands of the government. Like technological transformation, the government has financial support. For example, the means of production are relatively scarce, such as water, electricity, coal and steel. The government uses its own resources to tilt towards those products. " Song Jikuan told CBN reporter.
Nowadays, under the advocacy of Qingdao Municipal Party Committee and Municipal Government, following a number of well-known brands of manufacturing products, a number of commercial brands, service brands, transportation brands, and even government agencies and community brands have become "petals that blow open ten thousand pear trees". Qingdao is also developing along the road of brand products, brand enterprises, brand industries and brand economy to a world-class brand city.