Don't neglect 'Industrial Image' when chasing 'National Image'

16:29, April 06, 2011      

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The "National Industrial Image," which consists of one country's exporting companies, exporting commodities, their qualities and after-sales services, should never be neglected in the name of chasing the "National Image."

If we choose some simple words to describe one country's industries, I think, most people would choose "innovation" for U.S. industries, "always seeking improvement" for Japanese industries and "preciseness and perfection" for German industries.

However, what the words would be used to describe China's industries?

Over the last 30 years, China has realized the leap-forward development of its economy, and the "China speed" has astonished the whole world. China has become world's No. 1 export country. But "Made in China" commodities are still labeled "low class," "low price" and "low quality" by many foreign customers.

Such industrial image not only can make China's economy be less competitive, but also can do harm to the spread of China's cultural soft power.

Therefore, how to upgrade the image of China's manufacturing and to make it match with China's economic and comprehensive national strength has become a difficult problem that China needs to tackle as soon as possible.

Actually, Japan is a very good example for China. Japan once was called "the low-level factory of the world," but it started transferring those low level manufacturers out of its home islands in the 1970s. The Japanese began paying attention to cultivating high-level domestic brands, such as Sony and Toyota, to gradually upgrade its industrial image.

Now, the time for China to break the stereotype of Chinese manufacturing and promote China's industrial image is fast approaching.

Firstly, to strengthen the capability of R&D of science and technology and independent innovation, and to master the core technology are the keys to promote one country's competition and industrial image.

China's 12th Five-Year-Plan says Chinese government will strengthen its supportive policies on scientific innovation and maintain a stable increase over science and technology funds.

Secondly, to improve the qualities of commodities, especially exported goods, and service level is the most important thing for current development.

On one hand, exported corporations, especially numerous small and medium enterprises, should set up the national industrial image consciously apart from chasing profits. On the other hand, the government should increase service and supervision.

This year, a domestic activity themed with "promoting qualities of exported commodities" is going to be launched jointly by eight Ministries and Departments of China, including Ministry of Commerce, Ministry of Industry and Information Technology and Ministry of Agriculture.

In addition, China's enterprises should put more emphasis on building their own brands to shake the label of subcontractor and to face international customers directly rather than merely providing processing services for famous international brands.

As of now, a batch of Chinese enterprises, such as Huawei, Gree and Lenovo, have already become leading actors on the global economic stage. And China should continue to cultivate a number of independent famous brands to the world and to support Chinese industry's globalization.

By Wang Hanlu People's Daily Online
  Weekly review  


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