The world’s fireworks are the most soothing. Cured meat, roasted goose wrasse, Daojiao zongzi…… Dongguan has been a famous land of fish and rice in the Pearl River Delta since ancient times. Its products are rich and diverse, and its food is famous all over the world.
Since the reform and opening up, traditional Dongguan cuisine has entered production lines and factories. With the rapid development of market economy, “small workshop” has become a “big granary”. At the same time, the food processing industry has become one of the five pillar industries in Dongguan, with a large volume and complete categories.
Standing on the threshold that GDP is about to exceed one trillion yuan, Dongguan’s economy needs high-quality development more than ever, and one of the boosters to achieve high-quality development is brand building. How to “draw new branches from old trees” and realize leapfrog development in the traditional food industry has become one of the urgent problems to be solved.
On December 31, the China Trademark and Brand Research Institute of Renmin University of China released the 2021 ranking list of trademark and brand values of Dongguan food enterprises (hereinafter referred to as “Dongguan food brand list”), which included the top 30 enterprises with trademark and brand values in Dongguan food industry, helping Dongguan to build a strong industrial brand city, cultivate high-quality local brands and realize the blueprint of 100 billion level food industry. Based on the list, let’s see how strong Dongguan manufacturing is on the tip of the tongue? Next, how can Dongguan’s food processing industry innovate and develop to achieve a 100 billion level industrial leap?
detailed explanation of the list: “top 30” enterprises have a total brand value of 9.003 billion yuan
Yongyi food, Suifeng group, Guofeng grain and oil, Huamei food…… These familiar food processing industry brands have been listed as the “top 30” this time. Yongyi food topped the list with a brand value of 144.113 million yuan, which fully reflects the brand advantages and competitive strength of the leading enterprises.
Dongguan Yongyi Food Co., Ltd
The reporter learned from the scene that the total trademark value of the top 30 enterprises in the 2021 Dongguan food brand list reached 9.003 billion yuan. They include three primary industries such as food manufacturing, agricultural and sideline food processing, wine, beverage and refined tea manufacturing, and 10 secondary industries such as grain grinding, beverage manufacturing, condiment and fermented products manufacturing, including grain grinding Condiment and fermented products manufacturing, baked food manufacturing, slaughtering and meat processing industries and other secondary industries have the most enterprises and the largest scale.
In terms of the scale of enterprise output value, in 2020, Dongguan had more than 1300 food industry enterprises, including 148 Enterprises above the designated size in the food and beverage processing and manufacturing industry, with a total output value of 90.9 billion yuan. The total output value of enterprises on this list reached 18.867 billion yuan, accounting for 20.76% of the total output value of Enterprises above the designated size in the city’s food industry. It is not difficult to see that under the current new development pattern with China’s big cycle as the main body and China’s international double cycle promoting each other, the vitality of China’s consumer market will further burst out. Dongguan food enterprises are closer to people’s livelihood. In the future, they will not only play an important role in Dongguan’s economic development, but also base themselves on Dongguan and further radiate their influence to the whole country and even the world, Boost Dongguan to build a 100 billion food industry.
Looking at the data on the list, we can find that the listed enterprises have a strong brand awareness and have formed a cluster with a brand value of 100 million yuan. For example, among the enterprises on the list, there are 1 with a trademark brand value of more than 1 billion yuan and 6 with a trademark brand value of more than 500 million yuan, accounting for 20% of the total number of enterprises on the list. In addition, the average scores of customer satisfaction, brand loyalty and brand awareness of the products and services of the 30 enterprises on the list have reached an excellent level, indicating that these enterprises have obvious brand advantages and brand awareness.
Highlights of list: core patents have become a magic weapon to escort the development of food industry
Throughout the excellent enterprises on the list, what do they have in common that deserve attention and reference? Mao Jiye, President of China Trademark and Brand Research Institute of Renmin University of China, said that many enterprises in the list, as leaders of the local food industry, have also played an exemplary role in the protection, application and innovation of intellectual property rights.
For example, Yongyi food and baiweijia flavor industry are drafting units of relevant industry standards and “leading brands in subdivided industries”. They have become regional strong brands centered on the Pearl River Delta, radiating all over the country and marketing overseas. In addition, Yongyi food signed a strategic cooperation agreement with Harbin Commercial University and established the “Engineering Technology Research Institute of Dongguan Yongyi Food Co., Ltd. of Harbin Commercial University”. Baiweijia flavor industry, Guangdong University of technology and Zhongkai College of agricultural engineering established an industry university research achievement transformation base. Advantageous enterprises are at the forefront of the industry in industry university research.
Food is the most important thing for the people. After thousands of years of development, the food industry has already been integrated into all aspects of people’s life. Mao Jiye believes that the food industry has entered a stable development stage. At this stage, core patents have increasingly become a magic weapon to escort the development of the food industry.
This trend can be clearly seen in the list – the enterprises listed this time have 215 patents, including 84 effective invention patents and 108 utility model patents. The average number of patents owned by each enterprise is about 7.2. The top 10 enterprises in the list have 110 patents, more than half of the total. In terms of enterprise R & D investment, the top 15 enterprises in the list perform prominently, with the highest R & D expenses accounting for 6.3% of revenue, with an average of 2.59%. Dongguan Yongyi Food Co., Ltd., ranked first, accounts for 3.1% of its income every year, and Dongguan Shilong Jinwei beverage and Food Co., Ltd., ranked fifth, accounts for 6.3% of its income every year.
Mao Jiye said: “the food industry, especially the processing and manufacturing industry, has low profit margin and low product added value. Continuous product and process innovation and actively embracing new consumption and new technology are effective measures for enterprises to improve product added value, market influence and brand value.”
In addition, pay attention to the use of registered trademarks and create differentiated brand image; Strengthen the awareness of quality leadership and smooth customer communication channels; Actively undertaking social responsibility and shaping brand core values are also the major elements for the leapfrog development of Dongguan food industry.
Du Jiang, deputy director of Dongguan market supervision bureau, said that as an international manufacturing city, Dongguan has always attached great importance to trademark and brand work, especially the food and beverage industry, one of the five pillar industries in Dongguan, and cultivated and developed it as a strategic pillar industry cluster in Dongguan. Next, Dongguan market supervision bureau will continue to strengthen the work of trademarks and brands, further strengthen the cultivation of intellectual property rights around promoting the construction of national intellectual property operation service system, support the transformation, upgrading and development of Dongguan food processing industry, and help Dongguan accelerate high-quality development from the new starting point of “double 10000”.
(South plus)
