REGIONAL> Special supplement of Qingdao
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REGIONAL> Special supplement of Qingdao
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Big Qingdao names set to get bigger
By Ju Chuanjiang and Guo Xin (China Daily)
Updated: 2008-05-01 07:34
From a modest beginning in the 1980s, Qingdao on the coast of east China's Shandong province is now among cities with most well-known brand names in the nation - and is setting the bar higher with plans to have three to five world-famous products by 2010. "To build up well-known brands is of great significance for the city's competitiveness in the international market, so there will be more products from Qingdao gaining worldwide popularity", said Xia Geng, mayor of Qingdao. The local government has played significant role in the development of brands, with new names emerging in hi-tech, manufacturing and service industries, Xia said. According to Qingdao's brand development strategy (2007-2010), by the end of the plan period the city will have up to five world-famous brands as well as 80 companies widely recognized in China and 300 popular provincial level brands. The blueprint calls for Qingdao to further consolidate its position as an industrial capital by fostering 30 of "China's Famous Trademarks" along with five local products with protection for national geographic status. To date more than 10,000 products have been certified with ISO9000 international quality status, said Wang Dianzhang, director of the Qingdao Municipal Bureau of Quality and Technological Supervision and also deputy director of Qingdao Promotion Committee of Brand Strategy. By the end of last year 69 national-level famous brands were produced in Qingdao along with products from 21 famous trade names.
Five companies in Qingdao have won the national award for quality management. In 2005 and 2006 the city was granted the title of Famous Brand City of China by China Brand Research Institute. Famous names in electronics, home appliances and vehicles have become the city's pillar industries, together contributing more than 70 percent of Qingdao's economy. According to Wang, Qingdao's new brand strategy emphasizes improvement of product quality. By 2010, more than 90 percent of the city's major industries will meet international standards or employ advanced international production techniques. The city's plan calls for 10 companies to qualify for exemption from export inspection due to their high quality. "More and more famous brand names strengthen Qingdao's competitiveness and appeal," said Mayor Xia, who added that national and international companies like Tsingtao, Haier, Hisense, Doublestar and Aucma have become trademarks for the city itself. Along with national brands that are going global, 50 already famous international brands including Nescafe, Coca Cola, LG and Hyundai have moved to Qingdao in recent years. The city's strategy since 2005 calls for a move from manufacturing to service industries like telecommunications, food, tourism, transportation and logistics to offer a comprehensive brand package reaching international levels. "Advanced technology is the key to world-famous brand name products," Xia said. He added city leaders are encouraged by local companies to widen cooperation with business giants from home and abroad, as well as with universities and science and technology institutions, all of which will help them further develop advanced technology and independent intellectual property rights. (China Daily 05/01/2008 page12)
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