The 9th China Brand Day and the 9th Brand Development and Innovation Conference were held in Beijing in 2025

May 10th, 2025, is the 9th China Brand Day in China. In order to further promote the high-quality development of brands and explore the path of a brand with Chinese characteristics, the “2025 China Brand Day and the 9th Brand Development and Innovation Conference” hosted by “China Brand” magazine and China Brand Network was held in Beijing on May 7th, with the theme of “Fair Competition and Brand Consumption”.

The scene of the 2025 China Brand Day · 9th Brand Development and Innovation Conference

Wan Feng, the Editor-in-Chief of the ‘China Brand’ magazine, delivers a welcome speech

Wan Feng, the Editor-in-Chief of the ‘China Brand’ magazine, representing the organizing committee, delivers a welcome speech. She said: ‘From the dawn of the first China Brand Day in 2017 to the eternal brightness of ‘Fair Competition and Brand Consumption’ in 2025, the nine-year journey has turned the story of Chinese brands from a simple commercial narrative into an epic of the era with ‘craftsmanship as ink and quality as the seal.’ The core of a brand is to make every product an ambassador of civilization, every consumption a contract of trust, and ‘China Brand’ the language for the world to understand China.

We talk about ‘fair competition,’ not the cold shackles of rules, but the right to break through the soil for every seed; we advocate for ‘brand consumption,’ not the noisy shout of commerce, but the awakening of consumers’ inner recognition. The journey of a brand power is not in the clouds, but in the moment of every

consumer’s smile, in the late-night laboratory lights of every enterprise, in every handshake across regions, and in every collaboration.

The President of the Advisory Group of the ISO/TC 289 Technical Committee on Brand Evaluation, and the former Director of the National Standardization Administration, Liu Pingjun, delivered the keynote speech.

The President of the Advisory Group of the ISO/TC 289 Technical Committee on Brand Evaluation, and the former Director of the National Standardization Administration, Liu Pingjun, delivered the keynote speech. He mentioned that over the past ten years since the proposal of the “Three Transformations,” China has established a brand value evaluation mechanism with Chinese characteristics, jointly innovated the theory of brand value development with the United States and Germany, promoted the establishment of the ISO/TC 289 Technical Committee on Brand Evaluation, and built a good path for Chinese enterprises to go global.

Now that the second decade has begun, the primary task is to promote the formation of a development pattern with the domestic market as the main body and a dual circulation of domestic and international markets. In response to problems such as counterfeit and shoddy products and unsmooth supply chains in the domestic market, it is planned to solve them by establishing an online and offline brand consumption sharing platform. At the same time, leveraging the achievements of the first decade, promote the internationalization of Chinese brands and form high-quality economic development of China.

Support and assistance

“The 2025 Brand Soaring Plan” public welfare project was launched

At the event, the “2025 Brand Soaring Plan” public welfare project was launched by the “China Brand” magazine. The public welfare project aims to promote the brand cultivation and creation of small and medium-sized enterprises, key counties for national rural revitalization, and regional agricultural brands

across the country. The “China Brand” magazine will provide free brand promotion and brand creation guidance services to relevant cooperative units.

The “2025 Brand Soaring Plan” public welfare project of the “China Brand” magazine was launched, and the president of the “China Brand” magazine, Zhang Chao, presented value vouchers to the representatives of the first batch of 17 public welfare support cooperative regions.

At the event, the first batch of 17 public welfare support cooperative units signed cooperative agreements with the “China Brand” magazine, including “Chongqing, Xinjiang, Gansu, Hainan, Wuhan, Jinhua, Ji’an, Linfen, Wushan, Fengjie, Hangzhou Lin’an, Harbin Wuchang, Qingdao Pingdu, Jiangmen Xinhui, Ganzhou Huichang, Jiaozuo Wenshan, Rizhao Wulian”.

The President of “China Brand” Magazine, Zhang Chao, stated that the China Brand Magazine Society will provide free brand promotion and brand creation guidance services worth 10 million yuan to each provincial cooperative area, free brand promotion and brand creation guidance services worth 5 million yuan to each prefectural-level cooperative area, and free brand promotion and brand creation guidance services worth 3 million yuan to each county-level cooperative area. According to calculations, the China Brand Magazine Society will provide brand promotion and brand creation guidance services worth a total of 91 million yuan to the first batch of 17 cooperative units that have signed agreements.

Visionary Trends

Policy-driven brand path leapfrog

In the keynote speech session, Huang Qunhui, member of the 14th National Committee of the Chinese People’s Political Consultative Conference and researcher at the Institute of Economics of the Chinese Academy of Social Sciences, Hu Xiaoyun, director of the China Agricultural Brand Research Center of Zhejiang University CARD, Zhou Hongning, group leader of the Industrial Brand Cultivation Expert Group of the Ministry of Industry and Information Technology, and Zhou Song, member of the Committee of the

Communist Party of China Chongqing Municipal Committee for Rural Agriculture and deputy director of the Chongqing Municipal Committee of Rural Agriculture, delivered speeches on different themes.

Huang Qunhui, member of the 14th National Committee of the Chinese People’s Political Consultative Conference and researcher at the Institute of Economics, Chinese Academy of Social Sciences

Focusing on the theme of “deepening the construction of a unified market with brand building as the抓手,” Huang Qunhui, member of the 14th National Committee of the Chinese People’s Political Consultative Conference and researcher at the Institute of Economics, Chinese Academy of Social Sciences, stated that 2025 is the final year of the 14th Five-Year Plan. To expand domestic demand, stabilize expectations, stimulate vitality, and promote the continuous recovery and improvement of the economy, it is necessary to give full play to the traction role of economic system reform with the construction of a unified national market as the focus. The essence of a brand is the identification of product and service differentiation based on innovation, which is the carrier of market trust and the signal of resource allocation. Strengthening brand building itself is an important content of unified market construction and stimulating corporate innovation vitality.

In 2025, we should integrate and comprehensively promote the construction of a unified national market with brand building as the抓手. Firstly, we should promote the unification of market rules with brand standardization. Secondly, we should ensure the fairness of market competition with the fairness of brand competition. Thirdly, we should promote the construction of a unified domestic market with brand internationalization. Especially, we should strengthen brand building to promote comprehensive governance of “involutionary” competition, drive corporate competition from “price competition” to “value competition,” and make brand power an important support for comprehensive governance of the “involutionary” cycle.

Hu Xiaoyun, Director of the China Agricultural Brand Research Center, Zhejiang University CARD

Professor Hu Xiaoyun, Director of the China Agricultural Brand Research Center at Zhejiang University, spoke on the topic of “Discovering Mountainous Resources and Innovating the ‘Mountain Nourishment Economy’. She mentioned: Our country has a vast mountainous area with abundant resources. Currently, urban residents have a “slow down, think deeply, and then set out” trinary consumption paradigm called “slow thinking and acting”. The “Mountain Nourishment Economy” has emerged accordingly. The “Mountain Nourishment Economy” not only includes a rich variety of experiences such as tourism, product consumption, and physical health care, but also takes the regional ecological and cultural resources of the mountains as the core. Through the aggregation of mountainous resources, it achieves comprehensive and multi-level consumption experience in regional economic development and brand economic innovation model. The “Mountain Nourishment Economy” has the characteristics of parallel ecological protection and market development, and the coexistence of human and nature, which can promote industrial development and consumption upgrading, and realize the leapfrogging of the mountainous industrial 4.0 model.

The “Mountain Nourishment Economy” is a new path for the development of mountainous resources. This brand economic innovation development model is expected to achieve the goals of coexistence between humans and nature, resonance between the mountains and the market, and common prosperity for the people.

The “Mountain Nourishment Economy” is a new path for the development of mountainous resources. This brand economic innovation development model is expected to achieve the goals of coexistence between humans and nature, resonance between the mountains and the market, and common prosperity for the people.

Zhou Hongning, the Director of the Industrial Enterprise Brand Cultivation Expert Group of the Ministry of Industry and Information Technology.

Around the theme of “Promoting the Brand Building of Manufacturing Industry through Science and Technology”, Zhou Hongning, the head of the Industrial Enterprise Brand Cultivation Expert Group of the Ministry of Industry and Information Technology, said that the manufacturing industry is the foundation of the country and the basis for a strong nation. The brand building of the manufacturing industry needs to achieve innovation and breakthrough in three aspects to further lay a good foundation for the development of the brand.

First, strengthen the “Made in China” brand and provide backing for the brand of China’s manufacturing industry. “Made in China” represents the overall image of the manufacturing industry. Technological innovation, technological progress, quality improvement, and cultural integration have established a new image and value for “Made in China”, becoming a solid guarantee and leading force for the development of manufacturing industry brands.

Second, build a manufacturing industry brand system and promote the coordinated development of brands. From promoting the cultivation of corporate brands, regional brand building, to exploring the development path of industrial brands, a complete manufacturing industry brand system has been established, enhancing the endogenous power of brands complementing each other and growing together.

Third, focus on brand value and advocate systematic brand cultivation. In the construction of manufacturing industry brands, adhere to the principle of “teach a man to fish”, focus on brand value, promote the systematic brand cultivation method with strategic guidance, enhance the ability of enterprises to cultivate brands, and achieve positive results.

Member of the Committee of the CPC Chongqing Municipal Committee for Rural Agriculture and Rural Affairs, Deputy Director of the Chongqing Municipal Committee for Rural Agriculture and Rural Affairs Zhou Song

Member of the Committee of the CPC Chongqing Municipal Committee for Rural Agriculture and Rural Affairs, Deputy Director of the Chongqing Municipal Committee for Rural Agriculture and Rural Affairs Zhou Song spoke on the “Practice and Exploration of Chongqing’s Agricultural Brand Building”, he said:

Chongqing has the characteristics of large cities and towns, large mountains and waters, and diverse agricultural resources. Relying on these advantages, Chongqing has built a “3+6+X” agricultural industrial cluster and become an important ecological characteristic agricultural product production area in Southwest China.

Chongqing has established an agricultural brand system with the municipal regional public brand “Ba Wei Yu Zhen” as the leader, county-level public brands as the support, and corporate brands as the main body, and has opened up a new path for brand empowerment of agriculture with the approach of “building a brand to activate an industry, enriching a group of farmers, and breaking into a market”.

In the practice of agricultural brand building, Chongqing has made efforts in three aspects: high-level promotion, policy-driven, and publicity and promotion-driven. Currently, Chongqing is planning to launch the “甄选824” three-year action plan for high-quality agricultural products, deeply integrating selection with marketing and publicity in multiple dimensions, and continuously introducing high-quality agricultural product brands with Chongqing’s recognition and national influence.

China’s Brand, Strong China | The “2025 China Brand Day – I Am the Spokesperson for China’s Brand” mobile interactive communication campaign was launched.

Zhang Chao, the President of the “China’s Brand” Magazine, together with government officials and brand representatives, jointly launched the “China’s Brand, Strong China | 2025 China Brand Day – I Am the Spokesperson for China’s Brand” mobile interactive communication campaign.

In the launch of the “China’s Brand, Strong China | 2025 China Brand Day – I Am the Spokesperson for China’s Brand” mobile interactive communication campaign, Zhang Chao, the President of the “China’s Brand” Magazine, together with Li Hongliang, the Deputy Director of Jinhua Supply and Marketing Cooperative, Ma Tao, the Chairman of Beijing Cotton Field Group, Cao Xiuming, the General Manager of Jiangsu Sun Group, Wei Wei, the Vice President of Mengniu Group, Chen Jianzhi, the Deputy General Manager of PetroChina Kunlun Haokai, and other 13 government officials and well-known brand representatives attended the opening ceremony.

Since 2019, the China Brand magazine and China Brand Network have held this interactive communication event for the seventh consecutive year. The event mainly uses the WeChat Moments as the main communication platform. Participants only need to scan the exclusive QR code of the event, enter the endorsement program, fill in their name, upload a photo, and fill in their favorite Chinese brand to generate a personalized “China Brand Endorsement” poster, and share it on Moments to easily endorse.

Zhang Chao, the president of the China Brand magazine, said, “We hope to let consumers better understand the innovation and strength of Chinese brands through this event, so that they can trust, choose, and fall in love with Chinese brands more. The development of Chinese brands cannot be separated from the support of every consumer, and ‘China Brand Day · I Endorse Chinese Brands’ is an important bridge connecting brands and consumers.”

Experience Mode

Exploring the Brand Ecosystem Empowered by Digital Intelligence

In the theme sharing session, Yang Feng, Deputy Inspector of the Qingdao Municipal Bureau of Agriculture and Rural Affairs, Ma Tao, Chairman of Beijing Miantian Technology Development Group Co., Ltd., Cao Xiuming, General Manager of Jiangsu Sunlight Group Co., Ltd., Wei Wei, Vice President of Inner Mongolia Mengniu Dairy (Group) Co., Ltd., and Zhao Junhong, Market Director of Shijiazhuang Yiling Pharmaceutical Co., Ltd., shared from different perspectives.

Yang Feng, Deputy Inspector of the Qingdao Municipal Bureau of Agriculture and Rural Affairs

Focusing on the theme of “Continuously Strengthening ‘Qingdao Agricultural Products'”, Yang Feng, Deputy Inspector of the Qingdao Municipal Bureau of Agriculture and Rural Affairs said that in recent years, Qingdao has been focusing on the goal of building a city known for famous agricultural products in China, innovating approaches, and continuously strengthening “Qingdao Agricultural Products”. A total of 22,000 registered trademarks in china related to agricultural products have been cultivated, including 54 national geographical indication agricultural products, 67 national famous, special, excellent, and new agricultural products, and 59 provincial and 227 municipal famous agricultural product brands. Through innovation in the cultivation system, standard system, industrial system, and marketing system, “Qingdao Agricultural Products” have been expanded, optimized, and strengthened. In the future, Qingdao will highlight local characteristics, strengthen supporting elements, create new development advantages, and comprehensively promote the “Qingdao Agricultural Products” to sail out and embrace the world.

Ma Tao, Chairman of Beijing Miantian Technology Development Group Co., Ltd.

Regarding how domestic brands can achieve high-quality development, Ma Tao, Chairman of Beijing Mintian Technology Development Group Co., Ltd., said: China’s economy has shifted from high-speed development to high-quality development, and China is transforming and upgrading from a manufacturing powerhouse to a brand consumption powerhouse. The construction of domestic brands will be the specific carrier and source. To achieve high-quality development, domestic brands must first promote national culture and essence. Relying on the uniqueness of China’s history, geography, and the distinctiveness of its scientific and technological culture, brands should highlight the oriental cultural value and aesthetics, conveying the civilization and way of life of the East. Second, it is necessary to recognize that domestic brands still need to be continuously improved and upgraded. The elements of national essence should be fully internationalized and modernized, combining promotion with innovation to create internationally- oriented domestic brands with a sense of the times. Third, in today’s fast development of AI large models, it is necessary to rapidly enhance the aesthetic and emotional value of brands and imbue domestic brands with more scientific connotations, so as to win the favor and pursuit of a wide range of consumers.

General Manager of Jiangsu Sunlight Group Co., Ltd., Cao Xiuming

General Manager Cao Xiuming of Jiangsu Sunlight Group Co., Ltd. shared the practice and thinking of the brand construction of Sunlight Group. He mentioned that over the past 40 years of development, Sunlight Group has always adhered to the concept of “creating excellent quality and creating world-class brands,” vigorously implementing the brand development strategy. Driven by the dual wheels of “innovation + standard,” the company allocates 5% of its annual sales as research and development funds to build an innovative system, launches a brand matrix that meets diverse needs, and injects new vitality and momentum into the industry development. As the first domestic enterprise unit to undertake the secretariat work of ISO/TC38, Sunlight Group actively participates in the revision of standards, helping Chinese brands to have more say in the global value chain.

In recent years, facing industrial transformation, Sunlight Group has accelerated its intelligent and digital transformation, winning multiple green titles from the Ministry of Industry and Information Technology of the People’s Republic of China. Upholding quality as the bottom line with meticulous craftsmanship, Sunlight Group has won the “China Quality Award,” and the brand influence has continued to expand.

He expressed that the Sun Group is willing to join hands with everyone to promote China’s creation to the world with the power of the brand, allowing the “Chinese Brand” to shine on the global stage.

Wei Wei, Vice President of Inner Mongolia Mengniu Dairy (Group) Co., Ltd.

Wei Wei, Vice President of Inner Mongolia Mengniu Dairy (Group) Co., Ltd., shared her experience in brand building, international exploration, and sustainable development. She said that in terms of quality, Mengniu has established a 4Q quality management system, achieving full industrial chain control, and its products have passed the EU certification. The Ningxia factory has been awarded the title of the world’s first “Lighthouse Factory” for liquid milk, and特尔苏 has become the global largest dairy product with annual sales exceeding 300 billion yuan. In the process of internationalization, Mengniu, as a pioneer of the “Belt and Road”, has become the first Chinese dairy enterprise to layout the full industrial chain overseas. By sponsoring top-level IPs such as the World Cup and the Olympics, it has promoted Chinese football, ethnic clothing, and other cultural elements to the world stage. In terms of sustainable development, Mengniu has greened 200 square kilometers of the Wulanghu Desert to create an organic milk source, built 37 national green factories, and China’s first dual-certification zero-carbon factory in the dairy industry. It has committed to achieving “zero deforestation” in the entire supply chain by 2030 and has been awarded the highest AA rating by MSCI ESG for two consecutive years. Mengniu proposes the concept of “quality-based, innovative, and responsible to the future”, advocates for the construction of a fair and competitive brand ecosystem, and promotes Chinese brands to become synonymous with high quality.

Zhao Junhong, Market Director of Shijiazhuang Yilin Pharmaceutical Co., Ltd.

Zhao Junhong, the market director of Shijiazhuang Yiling Pharmaceutical Co., Ltd., shared insights on the construction of traditional Chinese medicine (TCM) brands. She mentioned that TCM is the essence of Chinese traditional culture and a treasure of Chinese civilization. Advancing the construction of TCM national brands is an important way to strengthen cultural confidence, enhance cultural soft power, and is an inevitable choice for revitalizing the TCM industry and continuously meeting the growing health needs of the people.

Since its establishment in 1992, Yiling Pharmaceutical has charted a development path driven by innovation and brand victory, forming unique advantages in theoretical originality, scientific research achievements, product value, international influence, and corporate brand. Yiling Pharmaceutical has developed and produced 15 innovative TCMs and actively built international academic exchange platforms for TCM, accelerating the international registration of TCMs, with products such as Lianhua Qingwen and Tongxinlu entering more than 50 countries and regions.

Faced with new development trends, Yiling Pharmaceutical will advance the inheritance, innovation, and brand construction of TCM to a higher standard, enhance international competitiveness, and contribute to the construction of a strong country and the rejuvenation of the nation.

Annual Initiative

“2025 China Brand · Satisfaction Consumption Initiative” released

As the scroll unfolds, the host reads the initiative letter, “2025 China Brand · Satisfaction Consumption Initiative” is officially released

On the occasion of the 9th China Brand Day in our country, “China Brand” magazine and China Brand Network issued the “2025 China Brand · Satisfaction Consumption Initiative” to all brand entities and consumers in the country. The initiative proposes to forge brand strength through fair competition, build market monuments with consumer trust, let more Chinese brands enjoy worldwide reputation, and warm people’s hearts with satisfactory consumption.

Currently, Chinese brands are flourishing and are in a critical upward phase. The arrival of China Brand Day provides a good opportunity to promote brand construction. This initiative aims to promote brand development, stimulate enterprise innovation through advocating fair competition, improve the quality of products and services guided by consumer needs, and drive the healthy development of the industry.

Promoting the Branding of Elderly Care Services

Interpretation of the National Standard of “Brand Value Evaluation of Elderly Care Services”

Wan Fujun, Associate Research Fellow of the China Academy of Standardization, interprets the National Standard of “Brand Value Evaluation of Elderly Care Services”

Subsequently, Wan Fujun, Associate Research Fellow of the China Academy of Standardization, interpreted the National Standard of “Brand Value Evaluation of Elderly Care Services”. Wan Fujun pointed out that the trend of population aging in our country is becoming more and more serious, and by the end of the “14th Five-Year Plan”, the elderly population will exceed 300 million, and the demand for elderly care services is showing explosive growth. In order to actively respond to the aging of the population and meet the increasingly growing multi-level and high-quality elderly care needs, the state has successively introduced a series of policies to encourage the elderly care service industry to develop towards standardization, quality, and branding. The National Standard of “Brand Value Evaluation of Elderly Care Services” was born under such circumstances. The standard was initiated in 2022 and officially implemented in March 2025, and was drafted by units such as the China Brand Construction Promotion Association and the China Academy of Standardization. The introduction of this standard has provided a scientific basis for the brand construction and value evaluation of the elderly care service industry in our country, and is of great significance for promoting the transformation of elderly care services from basic security to quality improvement and driving the high-quality development of the elderly care service industry.

Observational Insight

List of “2025 China Brand Observers” Announced

The editor-in-chief of “China Brand” magazine, Wan Feng, presents certificates to the 2025 China Brand Observers attending the meeting

At the meeting, the list of “2025 China Brand Observers” was released, and the editor-in-chief of “China Brand” magazine, Wan Feng, presented certificates to the 2025 China Brand Observers in attendance. A total of 36 brand professionals from government departments, universities, enterprises, news media, and brand service agencies were selected.