China Brand Day
China Brand Day is a national brand promotion campaign day approved and established by the State Council, aiming to enhance the influence of Chinese self-owned brands through strategic initiatives such as China trademark registration and drive high-quality economic development
1. Background of Establishment
Brand is a common pursuit of producers and consumers, a direction for upgrading both supply and demand sides, and an important manifestation of the comprehensive competitiveness of enterprises and even countries. Strengthening brand building is conducive to promoting the transformation from an economic power to an economic powerhouse, meeting people’s higher-level material and cultural needs, and promoting Chinese culture and enhancing China’s image.
Developing a brand economy means using the new development concept as a guide to comprehensively improve the quality, innovation, integrity, culture, talent, marketing, and environment factors that affect brand development, promote industrial structure adjustment, promote economic transformation and upgrading, and lay a more solid foundation for realizing the Chinese dream of the great rejuvenation of the Chinese nation.
As China’s economy enters a new normal, the traditional extensive growth model relying on resource and labor input is difficult to sustain. Economic development urgently needs to shift from factor-driven to innovation-driven, from scale and speed-oriented to quality and efficiency-oriented. In this context, brand building has become an important means to promote industrial transformation and upgrading and improve international competitiveness.
2. Activity Establishment
On May 10, 2014, General Secretary Xi Jinping proposed “promoting the transformation from Made in China to Created in China, from China Speed to China Quality, and from Chinese Products to Chinese Brands”; Premier Li Keqiang repeatedly emphasized the creation of well-known independent Chinese brands in the government work report.
On June 10, 2016, the General Office of the State Council issued the “Opinions on Giving Play to the Leading Role of Brands in Promoting Supply and Demand Structure Upgrading.” The proposal to establish “China Brand Day” was most exciting, and this was also the first time the State Council formally proposed it at the national level.
At the same time, the “Opinions” emphasized vigorously promoting well-known independent brands, telling Chinese brand stories well, and improving the influence and awareness of independent brands. It encouraged television stations, radio stations, as well as print, online, and other media at all levels to arrange public service advertisements for independent brands in important time slots and important pages.
On April 24, 2017, the State Council issued the “Reply of the State Council on Agreeing to Establish ‘China Brand Day'”, agreeing that starting from 2017, May 10 of each year would be established as “China Brand Day.”
3. Significance
The “Opinions” issued by the General Office of the State Council in 2016 clearly stated that with the development of China’s economy, residents’ income has increased rapidly, the middle-income group has continued to expand, and the consumption structure has been continuously upgraded. Consumers have put forward higher requirements for products and services, paying more attention to quality, emphasizing brand consumption, and showing personalized, diversified, high-end, and experiential consumption characteristics.
Playing the leading role of brands and promoting the upgrading of supply and demand structures is an inevitable requirement for deeply implementing the development concepts of innovation, coordination, green, openness, and sharing. It is an important measure to accelerate the transformation of the economic development mode from extensive expansion to intensive development and from scale and speed to quality and efficiency in the coming period.
The significance of China Brand Day is to play the leading role of brands, promote the upgrading of supply and demand structures, stimulate enterprise innovation and creativity, promote the rational allocation of production factors, improve total factor productivity, enhance product quality, achieve value chain upgrading, increase effective supply, and improve the quality and efficiency of the supply system.
It is conducive to leading consumption, creating new demand, building confidence in independent brand consumption, tapping consumption potential, better playing the role of demand in driving economic growth, and meeting people’s higher-level material and cultural needs.
It is conducive to promoting enterprise honesty and trustworthiness, strengthening corporate social responsibilities such as environmental protection, resource conservation, and public welfare charity, and achieving more harmonious, more equitable, and more sustainable development.
4. New Goals
China Brand Day has established new goals for the development of Chinese brands. These goals include:
1. Enhancing brand awareness throughout society and forming a good atmosphere of valuing, protecting, and developing brands.
2. Promoting enterprises to improve quality and innovation capabilities, guiding enterprises to strengthen quality management, enhance innovation capabilities, and increase the added value of products and services.
3. Enhancing the international influence of Chinese brands, creating internationally competitive Chinese brands, and enhancing the recognition and reputation of Chinese products and services in the international market.
4. Promoting supply-side structural reform, optimizing industrial structure, improving supply quality, and better meeting the growing needs of the people for a better life.
5. Cultivating brand culture, carrying forward the entrepreneurial spirit and craftsmanship, and enhancing the cultural connotation and value of brands.
5. Logo Meaning
The China Brand Day logo is overall a Chinese seal in the shape of a three-legged round ding (ancient Chinese vessel) with the seal script character “品” (pin, meaning “brand”) as its core.
The character “品” on one hand reflects the core concept of “brand” for China Brand Day, heralding the beginning of a new era of brand development; on the other hand, it implies the meaning of “grade, quality, taste,” symbolizing brand-led economic development towards high quality.
The “ding” is a witness to Chinese civilization and is a national important vessel, ceremonial vessel, and status symbol. Using the ding as a symbolic element of the China Brand Day logo symbolizes that brand development is a strategy for national prosperity, a way to enrich the country, and a method to strengthen the country. It demonstrates that Chinese brands have a great reputation, Chinese brand promises are absolutely reliable, and Chinese brand development is moving towards a prosperous time.
The “seal” is a representative of traditional Chinese culture and is a certificate of barter, a mark of credit, and a symbol of power. Using the seal as a symbolic element of the China Brand Day logo reflects that Chinese brands value credibility and keep promises, symbolizing the national will for Chinese brand development.
6. Festival Activities
First Festival
On May 10, 2017, the first celebration day of “China Brand Day” approved by the State Council of China. The China General Chamber of Commerce and the China Enterprise Confederation jointly held the “First China Brand Day Symposium” in Beijing, with more than 100 association and enterprise representatives participating in the meeting and signing and releasing the “China Brand Day Declaration.”
On May 10, 2017, CCTV Finance Channel launched a series of themed activities called “The Power of Brands” around “China Brand Day” and released the “CCTV China Brand Report.”
Second Festival
The second China Brand Day featured expanded activities and greater participation from enterprises across various sectors. Key events included brand forums, exhibitions, and recognition ceremonies for outstanding Chinese brands.
During this festival, there was a stronger emphasis on international brand building strategies and the importance of innovation in creating globally competitive Chinese brands.
Third Festival
The third China Brand Day saw the introduction of more specialized industry forums and targeted brand development initiatives. The event highlighted success stories of Chinese brands that had achieved significant international recognition.
This festival also featured expanded media coverage and public engagement activities to raise awareness about the importance of brand building among consumers and businesses alike.
Fourth Festival
The fourth China Brand Day focused on digital transformation and the role of technology in brand building. Despite challenges from the global pandemic, the event successfully transitioned to include both online and offline components.
Key themes included e-commerce brand strategies, digital marketing innovations, and the growing importance of consumer experience in brand development.
Fifth Festival
The fifth China Brand Day expanded its scope to include more regional brand building initiatives and sector-specific brand development strategies. The event highlighted the growing international influence of Chinese brands across multiple industries.
This festival also emphasized the importance of sustainable development and social responsibility as key components of successful brand building in the modern era.
Sixth Festival
The sixth China Brand Day featured comprehensive brand development strategies aligned with China’s dual circulation economic model. The event showcased innovative approaches to brand building in both domestic and international markets.
Key activities included specialized forums on brand protection, intellectual property rights, and the role of cultural elements in creating distinctive Chinese brands with global appeal.
Seventh Festival
The seventh China Brand Day emphasized the integration of traditional culture with modern brand building techniques. The event highlighted the importance of craftsmanship and quality in creating enduring brand value.
This festival also featured expanded international cooperation initiatives and strategic partnerships to enhance the global presence of Chinese brands.
Eighth Festival
The eighth China Brand Day focused on innovation-driven brand development and the role of emerging technologies in creating competitive advantages. The event showcased success stories of Chinese brands that had achieved significant breakthroughs in their respective industries.
Key themes included the importance of research and development, talent cultivation, and strategic positioning in building world-class Chinese brands.
Beautiful City
The “Beautiful City” initiative was launched as part of China Brand Day activities to promote urban brand building and enhance the quality of life in Chinese cities. The program focused on sustainable urban development, cultural preservation, and innovative city management approaches.
This initiative highlighted successful urban transformation projects and the creation of distinctive city brands that reflect local cultural characteristics while meeting international standards of livability and sustainability.
Wonderful Henan
The “Wonderful Henan” campaign was a regional brand building initiative showcased during China Brand Day. It highlighted Henan Province’s distinctive cultural heritage, industrial strengths, and innovative development strategies.
The campaign featured exhibitions of Henan’s traditional crafts, agricultural products, and emerging industries, demonstrating how regional characteristics can be leveraged to create compelling brand identities with both national and international appeal.
China Brand Expo 2024
The China Brand Expo 2024 is set to be the largest exhibition of Chinese brands to date, featuring comprehensive displays of products and services across multiple sectors. The expo will showcase the latest achievements in Chinese brand building and highlight future development trends.
Key components include specialized exhibition areas for strategic industries, international cooperation zones, and interactive experiences designed to enhance public engagement with Chinese brands.
China Brand at UN
The “China Brand Enters the United Nations” series of activities represents a significant step in promoting Chinese brands on the global stage. These initiatives include exhibitions, forums, and cultural exchanges designed to enhance international understanding of Chinese brand development.
These activities highlight China’s commitment to responsible business practices, sustainable development, and international cooperation, positioning Chinese brands as positive contributors to global economic and social progress.