Ningbo Develops The Spirit Of Hard Work And Makes Every Effort To Build "Brand Capital".

In Zhejiang Ningbo A group of statues stands on the square near the Sanjiang estuary. If you observe carefully, you will find that everyone in the statue is carrying a bag on the back and ready to walk away from home. The name of the group is "farewell in Sanjiang". It reproduced the scene when Ningbo merchants went out to do business in order to survive.

After more than a century of history, the spirit of the Yongshang spirit has finally cast an important business card in modern Ningbo. Brand city 。

By the end of 2011, Ningbo had 20 "export brands" which were mainly cultivated and developed by the Ministry of Commerce, ranking the first among all cities in the country. In addition, Ningbo also has 128 Zhejiang provinces. Export brand And 103 Ningbo export brands. Ningbo has become one of the famous export brand economic cities in China. This also means that the "Ningbo Gang" is still at the height of China's business. "The first ten years of Ningbo's export brand construction is a fundamental period, and now it has entered a period of growth." Ding Haibin, deputy director of Ningbo Municipal Bureau of foreign trade and economic cooperation, said in an interview with our reporter.

"Brand capital" brand

The status of "exporting famous brand cities" is based on the strong foundation of Ningbo's foreign trade. Last year, the total amount of foreign trade and import and export in Ningbo amounted to 98 billion 200 million US dollars, accounting for 2.7% of the total foreign trade import and export volume of the country. Among them, exports amounted to 60 billion 800 million US dollars, accounting for 3.2% of the total export volume of the country, and the export volume ranked eighth in all provinces, autonomous regions and municipalities.

A strong foreign trade atmosphere, coupled with the nourishment of the fertile soil of the private economy, has produced a number of highly competitive export brands, such as a "Dunhuang" line, a "BEIFA" pen, a "the Great Wall" ruler, a "double deer" battery, a "Sheng Sheng" sound box, a "Haitian" injection molding machine, a "new sea" lighter, and so on, all of which are export leading enterprises in related industries in China, and the market share is at the forefront. Some are even the singles champion of the industry.

It is worth mentioning that a large number of "Grass-roots" private enterprises constitute the main body and source of Ningbo export licensing, and have decided that most of Ningbo brands have high autonomy and few exogenous products. At present, the 20 famous export brands which are mainly cultivated and developed by the Ministry of Commerce in Ningbo are all private enterprises. With the unique view of the independent brand in the market competition, through the arduous brand creation process, these enterprises have formed their distinctive brand development models.

At the same time, in the textile and clothing, household appliances, automobile parts, stationery, lamps and lanterns, bearings, lighters and other industries, Ningbo brand clustering is particularly obvious. For example, stationery is a traditional and advantageous industry in Ningbo. More than 500 stationery enterprises in the city rely on the advantages of product quality, price and industrial development, and have maintained strong export momentum.

Establish a system of rules and regulations

Behind the above achievements is the establishment of the Ningbo Municipal Committee.

At the Ningbo export brand and quality conference held in 2012, the Ningbo export quality award was jointly launched by Ningbo foreign trade and Economic Cooperation Bureau, Ningbo Municipal Finance Bureau and Ningbo entry exit quarantine inspection bureau. It was awarded the recognition and reward of 10 award-winning enterprises, but also facilitated its entry exit inspection. It is reported that this is the first time in the country.

This is just one of Ningbo's efforts to create a licensing environment. According to Ding Haibin, the Ningbo foreign trade and Economic Cooperation Bureau has also issued a reward policy to support its own brand export for 14 consecutive years with the Municipal Finance Bureau, including encouraging enterprises to register trademarks abroad, encouraging foreign trade and economic enterprises to carry out various management system certification, encouraging brand enterprises to create export brands, and encouraging independent brand enterprises to participate in exhibitions at home and abroad.

The brand name publicity can be said to be a prominent feature of Ningbo's participation in domestic and foreign trade fairs in recent years. In the Canton Fair, the most visible advertising boards are often the image propaganda of Ningbo enterprises. Moreover, the brand propaganda of "Ningbo made" group army is mostly paid by the government. The "red apple" logo, which symbolizes Ningbo's export brand, has been deeply rooted in the hearts of the people. {page_break}

Through the first registration system of foreign trademark registration at the Canton Fair, Ningbo effectively promoted the registered trademarks of foreign trade enterprises in the city. At present, the registered trademarks of overseas enterprises in Ningbo have surged from 290 at the end of 1998 to 7471 at the end of 2011, 25 times in the 14 years, and more than 150 countries and regions in the registration area.

In order to constantly improve the quality of entrepreneurs and brand planning talents, Ningbo has also carried out a series of brand training and related work continuously, including the introduction of brand planning talents combined with the introduction of foreign trade and economic talents, and a series of brand lectures and forums such as "going out brand strategy", "independent innovation and brand building Ningbo", "how to build and develop strong brands", and so on.

In addition, in the establishment of evaluation and promotion system, Ningbo has initially established a system of cultivation, evaluation, protection and promotion of key export brands at all levels. It has actively guided enterprises to participate in the selection of key export brands, standardized the selection behavior, and combined the evaluation of brand creation with the daily licensing activities of enterprises, so as to guide enterprises to do a good job in basic work of export licensing.

And strive to advance every year.

It is gratifying to note that after years of efforts, the export brand construction of Ningbo has made new breakthroughs in the field of traditional export brands such as clothing, stationery and household appliances.

According to Ding Haibin, in recent years, YOUNGOR group, a famous brand in Ningbo and China's largest garment production enterprise, has acquired brand export through acquiring some foreign companies' brand resources, and some textile enterprises are gradually trying to open their own direct selling network and counters outside the country. In addition, as the order of European and American customers becomes smaller and faster, many garment enterprises are trying to develop from men's clothing to women's clothing and fashion, and strive to develop their own brand products.

In terms of stationery industry, the BEIFA brand of BEIFA group has registered trademarks in more than 80 countries and regions of the world. The company extracts 5% of sales revenue as R & D funding each year, and has accumulated 800 authorized patents both at home and abroad, averaging more than 100 new products every year. So far, stationery has been promoting its own brand by establishing overseas independent marketing channels. At present, the network has been spread in more than 50 countries. Household electrical appliance industry has also improved.

At present, some products of Seymor electric appliances in Ningbo have already entered into American supermarkets. The high-end safe manufacturer, Sheng Wei international, has established its own overseas marketing network through acquiring foreign brands, and has occupied about 80% of Hongkong's safe market. "After years of government guidance, enterprises have gradually felt that there is a big gap between the brand and the brand. They gradually realize that no brand means that they can only give others OEM. The processing fee is limited, and they are also controlled by others." Ding Haibin said, "in the future, Ningbo will strive to increase the proportion of its own brand exports by one percentage point each year."