“Guide to the Promotion of Quality Brand Promotion for Equipment Manufacturing Industry†was officially issued
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Promote the construction of manufacturing power
China Industry News: The equipment manufacturing industry is the country's most important device, and it shoulders an important mission in promoting the implementation of "Made in China 2025" and realizing the transformation of China's manufacturing industry from big to strong. As China's manufacturing industry enters the mid-to-high speed development stage of the new normal, the importance of winning with quality and winning the brand is even more prominent. In this context, what is the necessity and significance of the "Operation Guide"?
Department of Science and Technology: As the "1+X" planning system of the "Made in China 2025" sub-program, the "Operation Guide" is an important action plan for implementing the "Quality First" basic policy, accelerating the promotion of quality brands, and promoting the construction of a manufacturing power. Starting from 2014, the preliminary investigation and study, after two years of research and modification, was approved by the National Leading Group for Manufacturing Power Construction. During this period, the State Council deployed a special action for the “Three Goods†of the consumer goods industry. In order to strengthen the coordination of related actions, the company decided that the “action guide†should be based on the equipment manufacturing industry and focus on promoting the overall positioning of the manufacturing quality brand.
Equipment manufacturing is the cornerstone of manufacturing. The equipment manufacturing industry not only faces the arduous task of accelerating its efforts to catch up with the world's advanced level in terms of quality basic capabilities, quality and safety risks, product variety structure, product physical quality, and self-owned brand cultivation, but also plays a role in protecting and hauling consumer goods industries and raw materials. Industrial and other related industries enhance the important role of quality brands. The introduction of the "Action Guide" is conducive to focusing on upgrading the quality brand of China's equipment manufacturing industry, consolidating the foundation of manufacturing quality brand building, strengthening the joint efforts of quality brand work, and implementing the manufacturing industry in the first decade to realize the quality of China's manufacturing industry. The overall brand promotion.
Realize development in reform
China Industry News: "Made in China 2025" mentioned that China's manufacturing industry is facing a major historical opportunity of "a new round of science and technology revolution and industrial change and our country's accelerating transformation of economic development methods to form a historical intersection, the international industrial division of labor is reshaping the pattern", Then what are the opportunities and challenges facing the implementation of quality brand enhancement in equipment manufacturing?
Science and Technology Division: First of all, the process of global industrial competition adjustment and reshaping of the industrial value chain system is an external opportunity for China's equipment manufacturing industry to build a competitive advantage with a quality brand as its core, and to leap into the global industry chain and the high end of the value chain. Second, China's economic and social development has entered a new normal, and the need to increase the speed of hedging by improving the quality level and brand value and creating a new impetus for economic development has become an internal opportunity. Thirdly, a new round of scientific and technological revolutions and industrial changes are poised to gain momentum. A new generation of information technology has penetrated widely, and technological breakthroughs in key areas have continued to provide technological opportunities for manufacturing companies to realize quality brand surpass development. Fourth, and most importantly, as China comprehensively deepens reform and implements the strategy of building a strong manufacturing nation, the environment and conditions for the development of quality brands will certainly continue to improve, laying an unprecedented opportunity for China to speed up the construction of a quality brand power.
At the same time, the upgrading of China's equipment manufacturing quality brand is also facing severe challenges. First, quality brands are linked on both sides of supply and demand. Improving supply and demand relations requires solving many deep-level contradictions and problems. We must achieve development in the reform. Second, with the rapid development of technology and the diversification of needs, the space for innovation around quality and brand is constantly expanding. Moreover, the concept, technology, and methods of quality brand management are also constantly enriched, and objectively we need constant breakthroughs in innovation. Third, China's economic and social development is uneven, and the level of quality brands varies widely between regions and industries. To promote coordinated development in imbalances, there is no experience to follow and new paths must be explored. Fourth, traditional manufacturing powers have the advantage in the quality brand area. In some key areas, they have established a strong intellectual property protection system and market influence. We must achieve quality brand catch-up and must face competition.
Scientific planning and orderly practice
China Industry News: The "Guide to Action" put forward the development goal of "strive to go through three phases of efforts to achieve a substantial increase in the quality and brand level of China's equipment manufacturing industry." What are the considerations for the setting of stage goals? From the current status of China's equipment manufacturing industry quality brand development, is it difficult to achieve the goal?
Science and Technology Division: The Action Guide divides the 10-year goal into three phases and focuses on the first phase, which is the development goal of the previous three years. Quality brand building is a systematic project and it is a step-by-step process. Setting goals in stages is conducive to focusing on the key tasks in each phase and maintaining scientific and orderly work. In the first phase, the company focused on improving the quality brand improvement work mechanism, consolidating the foundation for quality brand development, and achieving breakthroughs in key areas. With the gradual improvement of the quality brand basis and the demonstration effect of breakthroughs in the key areas, the second stage will be to promote the overall improvement of quality brands. Compared with the strategic goal of “Strive for Ten Years and Enter the ranks of Manufacturing Powers†​​put forward in “Made in China 2025â€, in the third stage, China’s manufacturing quality brand level must also reach the level of the world’s manufacturing powers in the same period.
From the perspective of the quality brand development of China's equipment manufacturing industry, on the one hand, China’s equipment manufacturing industry has created a number of world-renowned brands in the fields of high-speed rail, space, shipbuilding, and electric power; on the other hand, we are in basic capabilities and varieties. There is still a big gap in the structure, physical quality and brand cultivation, and the confidence and difficulty in achieving the desired goals coexist. With the gradual implementation of various measures in the “Action Guide†and the full play of the concerted efforts of various sectors of the society such as government agencies, industry associations, research institutes, and industrial enterprises, it is believed that after the advancement of the scientific system, the quality of the equipment manufacturing industry will be significantly improved. The goal of promotion is achievable.
Pilot pilot demonstration
China Industry News: Quality and brand are the concentrated reflection of the comprehensive strength of the manufacturing industry and the core competitiveness of the manufacturing power. In order to nurture international brands that have won market recognition and create new competitive advantages in China's equipment manufacturing industry, the "Operation Guide" proposes five main actions. What are the main considerations for these actions?
Department of Science and Technology: The 20 actions in the five aspects of the “Action Guide†reflect the idea of ​​upgrading the quality brand of the equipment manufacturing industry and driving the overall improvement of the manufacturing quality brand, focusing on the role of the enterprise as the main body, creating a favorable market environment, and improving The quality basic system, the sound quality supervision mechanism, the promotion of advanced manufacturing development, and the resolution of key quality issues were carried out, and pilot pilot demonstration was an important means of work.
In terms of action, it embodies the basic principle of “combination of corporate entity and government guidance, improvement of supply quality and maintenance of market order, and integration of quality base and industrial quality upgradeâ€. It can be summarized as one main role and three The construction of class platforms, the improvement of four basic systems, the improvement of four regulatory mechanisms, and the promotion of six areas.
Among them, focusing on the role of the enterprise as the main body and implementing actions from the aspects of implementing responsibilities, stimulating motivation, and strengthening capabilities; strengthening the construction of quality brand service platforms is to solve the problem of inadequate supply of quality brand public services, and promote the establishment of a group of professional services. The public service platform for information sharing and activity promotion; the technical foundation for quality brand building includes standards, measurement, inspection, inspection, and certification and accreditation. In the third part, the deployment has been made around these four aspects; the improvement of the four mechanisms is to improve the quality of brand development. Environment, focusing on quality supervision, credit management, fair competition and personnel training.
The fifth part is to promote key areas of improvement in six areas. The “Regional and Industry Quality Brand Uplifting Action†is an important measure to bring local and industry roles into play and strengthen the combined power of quality brands. "Process Optimization and Key Commonality Quality Technology Research Operations" is to focus on conquering a number of non-competitive common quality technology and process issues that affect the quality of the industry and achieve quality breakthroughs. "Quality Brand Escort Action" is a combination of "China Manufacturing 2025"'s top ten strengths and the strategic brand industry to carry out quality brand promotion. “Enhancing Quality Brands in the Whole Industry Chain†is the traction function of the equipment manufacturing industry to enhance the entire manufacturing quality brand. The other two actions aim to promote quality brand development through the process of integration and internationalization of the two industries.
On the whole, these actions combined the status quo and goals of the quality brand development of China's equipment manufacturing industry, implemented the strategic tasks of the “Made in China 2025†deployment, and made a comparatively scientific system of operational deployment.
Safeguards are gradually in place
China Industry News: Prior to this, the Ministry of Industry and Information Technology promoted the implementation of the “Special Action for Enhancing Industrial Quality Brand Capabilitiesâ€, stepped up pilot demonstrations to lead and lead, and played an important role in promoting industry and regional industrial quality brand building. In the next step, will the related policies be continued? What specific measures will be introduced to lead the quality improvement of equipment manufacturing and brand building?
Department of Science and Technology: The Ministry of Industry and Information Technology fulfilled the function of “instructing quality management work in the industrial sector†and continued to push quality brand building as a key task. Since 2012, through the implementation of special campaigns such as the “Year of Quality Brand Construction†and “Enhancement of Quality Brand Capabilityâ€, a “conventional work+ special action†promotion model has been formed, forming a batch of corporate branding, regional brand building, and quality benchmarking. There are significant social impacts of landmark activities.
In particular, remarkable achievements have been made in the cultivation of corporate branding and regional branding activities in accordance with pilot demonstrations leading the way, and the method of promoting pilot demonstration work has also been recognized by leaders. For example, through a statistical survey of the first two batches of brand-cultivated demonstration companies, after three to four years of branding, these companies’ average domestic market share of the main products increased from 17.8% to 31.4%, and the industrial added value ratio was 21.8. The % increase to 26.2%, and the proportion of customers' repeated purchases increased from 43.4% to 60.2%. These activities that have already formed experience and achieved results will continue to develop and will continue to improve innovation.
In the “Action Guideâ€, safeguard measures have been put forward in terms of strengthening organization and implementation mechanisms, improving laws and regulations and policies and measures, strengthening support for special financial funds, playing a supporting role for major projects, and strengthening public opinion and guidance. The gradual implementation of measures will create more favorable conditions for the development of quality brands in the equipment manufacturing industry and even in China.