Newsletter  A few days ago, the World Brand Lab officially released the 2010 "China's 500 Most Valuable Brands" list. China's famous ceramic tile brand Dongpeng defended the industry champion in the ranking. It is reported that this is the seventh consecutive time that Dongpeng has been selected for this ranking. Under the situation of the EU launching anti-dumping investigations on China's ceramic tiles, the enhancement of Dongpeng's brand value has become an important weight to break through trade protectionism and has far-reaching significance.
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The value of the brand has risen steadily, making it on the list for 7 consecutive years
June 28, 2010 Seventh World Brand Congress and China's 500 most valuable brands held in Beijing, the World Brand Lab released in 2010, "China's 500 Most Valuable Brands" list, China Ceramic Industry 12 brand list Well-known, the famous ceramic tile brand Dongpeng was selected for the seventh time in a row and defended the industry champion in the ranking.
It is understood that, since 2004, topped the "China 500 Most Valuable Brands" list since Dongpeng tile has 7 consecutive years among the brand list, brand value has been steadily rising, up from 855 million yuan in 2004 to 36 in 2010. .95 billion, an increase of 57.03% , the brand value ranks first in the industry.
Robert , chairman of the World Brand Lab and winner of the 1999 Nobel Prize in Economics? Professor Mundell said that the ranking of "China's 500 Most Valuable Brands" is based on the analysis of corporate financial analysis, consumer behavior analysis and brand strength, reflecting the core competitiveness of companies in driving brand value growth. Driving force.
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Strategic adjustment step by step, continuously strengthen the brand strength
The person in charge of Dongpeng said that Dongpeng was once again awarded the "Top 500 Most Valuable Brands in China" by the World Brand Lab , which was not a one-time success. It was a process of accumulation. In recent years, Dongpeng has made efforts to adjust its industrial structure, achieve strategic transformation, adhere to independent research and development and design, combine world-class patented technology with unique oriental art, and continuously improve the technical content and humanistic connotation of its products in the international and domestic markets. After being fully recognized and highly appraised, brand awareness and reputation have been continuously improved, brand competitiveness has continued to increase, and brand value has risen again and again.
According to the person in charge, Dongpeng released a new image strategy this year, hiring world champions Shen Xue and Zhao Hongbo to endorse the brand, and at the same time releasing a new logo . The advertising word was also changed from "creating spiritual space" to "beauty of the world", which was more accurately interpreted. Dongpeng's brand positioning, brand connotation and brand strategy. At the same time, Dongpeng continues to develop new products with international competitiveness. The 5A standard bricks launched this year have all indicators such as flatness, wear resistance, impact resistance, waterproof performance, and environmental protection performance that are better than national standards. New products R & D has laid a solid foundation for brand building.
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Responding to changes with confidence, strong brand breakthrough
Some experts said that with the rise of trade protectionism in the international market, Dongpeng was awarded "China's 500 Most Valuable Brands", which not only enhanced the brand's strength, but also added competitive chips in the difficult international trade situation.
Recently, the European Union launched an anti-dumping investigation on ceramic tiles in China. If it should not be sued, China ’s anti-dumping duties on ceramic tiles in Europe may reach 430% , and the price of ceramic tiles in Europe will be double that of Italy and Spain. At that time, exports to the EU will be completely trapped Bureau. The EU is China's third largest ceramic export market. In 2009 , a total of 1,485 companies exported to Europe, and the products involved were about US $ 310 million. Among them, from January to April this year , Guangdong Foshan ceramic tile products exported as much as US $ 70 million. The second anti-dumping case means that China's ceramic tile industry will face a severe export situation.
Industry insiders said that trade protectionism makes the upgrade of Chinese export companies more urgent, and according to the smile curve theory of economics, the direction of enterprise upgrade can only be through brand and innovation, to the high end of the industrial chain. In a complex international economic environment, if companies want to grasp the international market, they must enhance their brand value and increase the promotion of their own brands. Only in this way can they have the right to speak and take the initiative in the international market. Dongpeng won the "China's 500 Most Valuable Brands", and the brand adjustment this year is to consolidate its brand strength in a proactive manner, so as to change constantly. At present, Dongpeng has actively participated in responding to the complaint, showing that Its self-confidence in products and brands, and the brand's deep support when the crisis is coming. At the same time, Dongpeng's brand culture with Oriental characteristics also reflects its efforts to strengthen innovation and create differentiated advantages, and the market demand created by differentiation is an important weight for winning the battle of trade protectionism.
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