What is the best home furnishing brand in Qingdao?

The second largest number of famous brands in the country, Qingdao is the Brand Capital - a good place worthy of everyone from all over the country

Currently, Qingdao has 2 Chinese world-famous brand products and 36 Chinese well-known trademarks , 68 Chinese famous brand products, the total number of well-known trademarks ranks first among sub-provincial cities in the country, and the number of Chinese famous brands ranks second only to Shanghai, ranking second in the country.

In the century-old history of Qingdao's urban development, cities and brands have flourished, complemented each other, and complemented each other; as Qingdao's city brand image continues to improve, a good city brand image has made Qingdao Corporate brands have gained huge premiums and added value, and the development of corporate brands has added rich connotations to Qingdao's city brand.

The history of Qingdao is also the history of the brand to a certain extent.

The 19th Tsingtao Beer Festival ended on the evening of August 30.

On the morning of September 1, a CBN reporter found in the lobby of the hotel where he was staying that the room price for new guests was nearly 30% lower than when the reporter checked in a few days ago.

The lobby attendant told CBN reporters that with the end of the Oktoberfest, the number of guests staying was significantly reduced. In sharp contrast to the previous need to book in advance, the hotel began to have vacancies.

After the Oktoberfest, several taxis parked in front of the hotel where the reporter stayed, and they began to "live out." And during Oktoberfest, taxi drivers choose their customers.

As a festive event, Oktoberfest can actually affect the operation of a city. During the festival, huge passenger flow and business opportunities are gathered, and the economic contribution to Qingdao exceeds that of the two "Golden Weeks".

"What is a brand? The Oktoberfest is an important brand in Qingdao. This brand will be given more connotations in the future." Song Jikuan, deputy director of the Qingdao Municipal Economic and Trade Commission and director of the Economic Operation Bureau, told CBN reporters.

It is precisely with the Tsingtao Beer brand that the Tsingtao Beer Festival has a "material foundation." It is precisely because of well-known brands such as Tsingtao Beer, Haier, Hisense and Qingdao Port that Qingdao has become a brand city.

Tsingtao Beer: the business card of Qingdao and even the whole country

Tsingtao Beer is undoubtedly the biggest winner of the Qingdao Beer Festival. Speaking of Tsingtao Beer Festival, everyone will think of Tsingtao Beer.

Jin Zhiguo, chairman of Tsingtao Beer Group, told CBN reporters that the annual effect of the Oktoberfest on Tsingtao Brewery is equivalent to the effect of advertising of 30 million to 50 million yuan.

When entering the Tsingtao Brewery located at No. 56 Wendeng Road, Qingdao, the first thing you see is a sculpture with the word "100". It silently reminds every visitor that Tsingtao Beer celebrated its 100th birthday in 2003.

In 1903, the German "Brewers and Hops News" published this news: "According to the Qingdao (China) "Deya Lookout" report: Qingdao beer consumers will hear that we have another beer. There is a new development, which is brewing good beer from scratch in Qingdao because there is good spring water." It was in that year that German businessmen established Teutonic in Qingdao. Tsingtao Beer Co., Ltd. became the predecessor of today's Tsingtao Beer.

In 1906, Tsingtao Brewery, which was only two years old, went to Europe to participate in the Munich International Beer Expo in Germany and won the gold medal in one fell swoop.

Although Tsingtao Beer was founded by foreigners, the Empress Dowager Cixi, who has always hated foreigners, was quite proud of Tsingtao Beer, which is rooted in China. She not only rewarded officials with Tsingtao Beer as a gift, but also informed the world of the gold medal to "show the prestige of the Qing Dynasty."

Narrating this period of history is intended to illustrate that in that era, Tsingtao Beer already had the meaning of a “business card”.

"The unprecedented strength of the national economy cannot be separated from the support of a group of enterprises that dominate the international stage and the support of brands with widespread influence in the world. It can be said that Tsingtao Beer has completely gone through and witnessed It reflects the 60 years of progress of New China."

Jin Zhiguo told CBN reporters.

After the founding of the People’s Republic of China, Tsingtao Beer’s first priority was growing hops.

In 1950, the U.S. Department of Commerce announced licensing controls for all goods shipped to China, and even banned U.S. ships from sailing to China. Hops, known as the "soul of beer", are an indispensable key raw material for brewing beer. At that time, these raw materials had to be imported. Economic blockades and embargoes caused the supply of raw materials to fail to meet production needs, and the prices were also high.

In that year, Tsingtao Brewery tried planting 32 acres of hops in the local Licun Village and succeeded. The hops grown on Chinese soil are incomparable with those grown on European and American soil. In contrast, Tsingtao Brewery's initiative ended the history of all hops being supplied from outside the country. The beer production increased significantly that year, reaching 4,077 tons.

In 1964, China sounded some familiar slogans, setting off an upsurge of learning across the country. In February alone, "Industry Learned from Daqing" and "Agriculture Learned from Dazhai" were born " slogan. In 1963, Tsingtao Beer, which already had a solid foundation, won the gold medal at the National Wine Appraisal Competition. The Ministry of Light Industry at that time noticed that Tsingtao Beer was not only of good quality, but also low in consumption and cost, and decided to propose the "Beer Industry The slogan is "Learn from Qingdao".

But after all, Tsingtao Beer was a "luxury product" at the time and had no "political significance", so it could not rise to a higher level. But its contribution to the overall national economy cannot be underestimated.

For a long time after the founding of the People's Republic of China, the country's infrastructure construction required a large amount of foreign exchange. However, the foreign exchange earned from Tsingtao Beer's bulk exports alone actually accounted for 2% of the country's export earnings.

In 1967, the State Planning Commission and the Finance and Trade Office of the State Council issued a document approving Tsingtao Brewery’s measures to increase its export beer production, increasing its annual output from 19,000 tons to 26,000 tons. The products were mainly for export. Tsingtao Brewery Since then, it has truly become a "national" enterprise, with investment, production, operation, management, sales, etc., all being included in the unified national planning system.

In the 1980s and 1990s, China's beer industry has risen rapidly, and competition in the beer market has begun to emerge. However, due to low output and large export volume, Tsingtao Beer is worried that it will be out of stock if it carries out advertising. It could lose credibility, so in the 10 years from 1980 to 1989, Tsingtao Brewery basically did not carry out advertising.

Tsingtao Beer’s national market share has dropped from 13% at the beginning of reform and opening up to about 3%.

1993 is a milestone year in the history of Tsingtao Beer’s development. This is not only because this year is the 90th birthday of Tsingtao Beer, but also because this year Tsingtao Beer seized the opportunities brought about by the reform and opening up. Important development opportunities - completed the joint-stock reform and successfully listed in Hong Kong and Shanghai.

The country's reform and opening up entered a new stage after Deng Xiaoping's speech during his southern tour in 1992, which provided Tsingtao Beer with an opportunity to go public. At that time, the central government wanted to select several state-owned enterprises to raise funds in the capital market, with the purpose of revitalizing the enterprises. The State Council finally selected nine state-owned enterprises, including Shanghai Petrochemical, Beijing People's Printing, Tianjin Bohai Chemical, Jiangsu Yizheng Chemical Fiber, Kunming Machine Tool, Maanshan Iron and Steel, Dongfang Electric and Tsingtao Brewery. These enterprises were all relatively influential local enterprises at the time.

On July 15, 1993, Tsingtao Brewery’s H shares were listed in Hong Kong, becoming the first mainland Chinese company to be listed overseas; on August 27, Tsingtao Brewery’s A shares were listed on the Shanghai Stock Exchange .

Fast forward another 10 years. On August 15, 2003, Tsingtao Beer celebrated its 100th anniversary. During the centenary celebration, Tsingtao Brewery people made a commemorative sculpture with the number 100, placing "1" on it like an arrow, indicating that there will be further development in the new 100 years, and "00" represents the new century. Tsingtao Beer returns to zero, and from then on the 100-year-old Tsingtao Beer has returned to 1 year old

Haier: the representative of "new forces"

If we say that Tsingtao Beer, as a century-old brand, is more Most of them represent Qingdao's "history", while Haier, which rose up in the 1980s, is a representative of "new forces".

Haier Group was founded in 1984 and grew up during the reform and opening up. It has now developed into China's number one home appliance brand with a brand value of 80.3 billion yuan. It has been ranked first in "China's Most Valuable Brand" for 7 consecutive years. name. Last year, Haier achieved global turnover of 119 billion yuan, with profit growth more than twice the sales revenue growth. In 2009, Haier continued to maintain healthy development. From January to June 2009, Haier Group's revenue growth was the same as last year, and its profits increased significantly. It is expected that the annual profit growth will reach about 20%.

Haier’s entrepreneurial history reflects the growth of China’s home appliance industry from small to large, from weak to strong, and from the Chinese market to the global market since the founding of the People’s Republic of China, especially since the reform and opening up.

In 1984, 35-year-old Zhang Ruimin served as the director of Qingdao Refrigerator Factory, the predecessor of Haier Group. Qingdao Refrigerator General Factory is a small collective factory with a deficit of 1.47 million yuan at that time. At that time, for a small factory, it could be said to be a life-or-death situation.

That year, the Third Plenary Session of the 12th Central Committee of the Communist Party of China passed the "Decision of the Central Committee of the Communist Party of China on Economic Structural Reform", and market demand rose rapidly.

Under this situation, Haier introduced the refrigerator production technology, equipment and standards of the German Liebherr Company. Zhang Ruimin was the first Chinese enterprise to propose and formulate the famous brand strategy, and established the principle of "start late, start high".

After introducing advanced technology, Zhang Ruimin paid close attention to internal management and put the factory on the right track. The "13" management regulations formulated in 1984 such as "no defecation in the workshop" were the key to this stage. A true portrayal of a difficult start. The "refrigerator smashing" incident in 1985 in which Zhang Ruimin destroyed 76 refrigerators with substandard quality was a landmark incident in which he focused on quality and created a famous brand.

One day in December 1985, Zhang Ruimin received a letter from a user, reporting that the refrigerators produced had quality problems. Zhang Ruimin led the management staff to inspect the warehouse and found that 76 of the more than 400 refrigerators in the warehouse were substandard. Zhang Ruimin immediately called all employees to the warehouse for an on-site meeting and asked everyone what to do?

In fact, Zhang Ruimin had already made up his mind: smash them! Zhang Ruimin announced that whoever did it would be the one to smash it, and he picked up a sledgehammer and hit the first hammer with his own hands.

"The purpose is to tell everyone: we can only produce qualified products, and we can only produce products that fully meet the standards. It does not mean that there will be no problems with the products through 'smashing the refrigerator', but establishing a quality through 'smashing the refrigerator' In the future, when companies implement quality management, it will be easier for everyone to accept high-quality standards and requirements," Zhang Ruimin recently told CBN reporters.

Haier’s famous brand strategy soon bore fruit in the market: in 1988, Haier won the first national quality gold medal in the history of Chinese refrigerators; in 1990, it won the first national quality management medal in the Chinese refrigerator industry. Golden Horse Award; selected into the first "Top Ten Famous Trademarks in China" in 1991; this marks that Haier has gradually grown into a well-known domestic enterprise and well-known brand in the early days of reform and opening up.

"From a brand perspective, we have determined to create a brand from the beginning. If a company does not have a brand, it can only work for others, and it can only be at the lowest end of the value chain. The company can also produce , but it is impossible to achieve real development. If a country does not have a brand, the country's sustainable development may have big problems. Therefore, brand is crucial to a company," Zhang Ruimin recently told CBN reporters.

The 1990s was a period of rapid expansion and development for Haier. Zhang Ruimin led Haier to expand rapidly and rise from the level of "market innovation" to the level of "management innovation".

In 1991, Haier Group was established and entered the stage of diversified development strategy. In May 1992, Deng Xiaoping delivered a speech during his southern tour, calling for reform and opening up to "be bolder and move faster."

Zhang Ruimin seized the opportunity and established Haier Industrial Park in eastern Qingdao. Haier Group expanded rapidly in the following years, merging 18 loss-making enterprises and making them profitable and developed by transplanting Haier management. The scale of corporate diversification has expanded unprecedentedly.

At the same time, from the late 1990s to the present, Haier is also in the stage of exploring international markets and creating a global brand.

Zhang Ruimin led Haier to "go global" and develop from a "Chinese brand" to a "global brand".

At present, Haier has initially built a global operation network of "logistics, capital flow, and information flow", and established six overseas regions in the Americas, Europe, South Asia, Central and Eastern Africa, Asia-Pacific, and ASEAN. The basic structure of "Trinity" (i.e. localized design, localized production, and localized sales) has been established, and the global strategic layout has been basically realized.

The "three-step" strategy designed by Zhang Ruimin is to go out - go abroad to create a brand; go in - become a localized enterprise; go up - become a local world-famous brand, and is now entering the " Go up” stage.

Although "Haier" has become a world-class brand, Zhang Ruimin, who is the same age as *** and Guo, still has a "dream".

He told CBN reporters: "My dream is that Haier must become a world-famous brand, and I hope that in the future it will not only produce first-class products, but more importantly, cultivate first-class talents. Only then will Haier become a world-famous brand." This is what I really dream of.”

Towards a big brand

For Qingdao to become a brand city, the government is undoubtedly an important promoter.

Ai Feng, chairman of the Brand China Industry Alliance, said at the China Brand Festival held in Qingdao last month: Qingdao is the first city in the country to propose "building a brand strategy and developing a brand economy". All successive municipal committees and municipal governments have We attach great importance to and actively promote the strategy of "brand-based city development" and have achieved great success.

Today, their brand strategy has gradually penetrated from the economic field to party and government agencies and many areas of society, achieving comprehensive development of "points, lines, and surfaces." It not only optimizes the soft environment for urban development and enhances the city's core competitiveness, but also better implements the idea of ??"governing for the people" and promotes the leap from brand economy to brand city.

Wu Jingjian, deputy mayor of Qingdao, told CBN reporters that the reason why Qingdao has become a recognized "brand" city can be summarized in two sentences: "the government's leaders recognized it early" and "consistently".

He said that the leaders of the Qingdao Municipal Government have long discovered that cities like Qingdao that are short of resources must find strategic thinking with their own city characteristics. Brands are how we tap strategic resources with city characteristics

< p> An optimal choice. In addition, after we established the brand development strategy, we have always regarded brand development as an integral part of the urban development center strategy, and this has never changed.

According to Wu Jingjian, in the process of developing the brand economy, the municipal party committee and the government have called on every enterprise to focus on creating a brand. By vigorously promoting famous brand products and famous brand enterprises, we will establish an incentive mechanism to strive for famous brands, and commend and reward enterprises and meritorious personnel who create national awards. Since 2005, the city government has spent $180 million on these awards.

It should be in the early 1980s that the Qingdao Municipal Government began to have the awareness of creating a brand. Song Jikuan, deputy director of the Qingdao Municipal Economic and Trade Commission, said that the supply and demand relationship in the market at that time was that supply was less than demand, and as long as there was something, there was no need to worry about selling it. Since then, the government has felt that with the reform and opening up, materials will gradually become more abundant, and supply will inevitably exceed demand. At that time, the comparison will not be the quantity of products, but the quality. In order to make enterprises aware of the importance of quality, the government proposed Organized a "Creating Golden Flower" activity.

Qingdao "Golden Flower" is actually the predecessor of Qingdao famous brand. The connotation is that when there is no problem in product sales, we must pay attention to quality.

"At that time, we made a plan and listed 37 products as key products to be cultivated in Qingdao. At that time, resources were still in the hands of the government. Like technological transformation, the government had funds to support them. Like technological transformation, the government had funds to support them. The means of production are relatively scarce, such as water, electricity, coal, and steel, so the government uses its own resources to focus on those products," Song Jikuan told CBN reporters.

Now, under the initiative of the Qingdao Municipal Party Committee and Municipal Government, following a batch of manufacturing product brand names, a number of commercial brands, service industry brands, transportation industry brands, and even government agencies and community brands, It has shown the trend of "thousands of pear trees blooming". Qingdao is also developing along the path of brand products, brand enterprises, brand industries, brand economy, and then to a world-class brand city.