The innovative development of time-honored brands can play a positive role in comprehensively promoting consumption, strengthening cultural self-confidence and better meeting the needs of people’s better life. Promoting the sustained, healthy and high-quality development of time-honored brands in the new era is one of the priorities of the business department. Guangdong has a profound cultural background in catering and medicine. So far, there are 57 Chinese time-honored enterprises in Guangdong Province, including Guangzhou Restaurant Group Company Limited(603043) , Chen Liji, Wang Laoji and other representative enterprises, covering catering, medicine, hotel, art and crafts, clothing and other industries.
It was learned from the Guangdong Provincial Department of commerce that in order to further understand the development status of time-honored brands in Guangdong and promote the new development of time-honored brands, recently, the Guangdong Provincial Department of Commerce led a team to Chaozhou, Shantou and other cities to investigate local time-honored brands and jointly study and discuss with relevant principals of local and municipal bureaus of Commerce effective measures to further improve the protection, inheritance and innovative development of time-honored brands, Promote the high-quality development of time-honored brands.
As a national historical and cultural city, Chaozhou has profound cultural heritage, and many time-honored brands in Guangdong were born here. According to the relevant person in charge of Chaozhou Municipal Bureau of Commerce, in recent years, Chaozhou has provided “acceleration” for the innovation and development of time-honored brands in Chaozhou through a series of measures such as improving institutions, building platforms, cultivating brands and strengthening management.
In terms of improving institutions, Chaozhou is the only Prefecture in Guangdong Province to set up a leading group headed by the vice mayor in charge of promoting the development of time-honored brands; Through the formulation and implementation of Chaozhou time-honored brand evaluation specification and the establishment of “Chaozhou time-honored brand” evaluation expert database, Chaozhou has laid a good foundation for the evaluation of time-honored brands. In terms of building a platform, Chaozhou has organized the city’s time-honored enterprises to actively participate in various exhibitions and sales activities at home and abroad by building a Chaoshang time-honored brand culture museum, so as to continuously improve the gold content of time-honored brands.
In terms of brand cultivation, at present, Chaozhou has been rated as one “China Time-honored Brand” and 63 “Chaozhou time-honored brand”. In terms of strengthening management, the unified implementation of the “Chaozhou time-honored brand” logo and certificate, the special rectification of 14 market entities that use the “time-honored brand” for publicity without authorization, and the review and verification of the use and operation of the “Chaozhou time-honored brand” every two years.
The relevant person in charge of the Department of Commerce of Guangdong province believes that the work of time-honored brands in Chaozhou has a foundation, highlights and ideas, and has explored a new development path of “time-honored brands + culture + tourism + commerce + n”. With the issuance and implementation of the opinions of the Ministry of Commerce and other 8 departments on promoting the innovative development of time-honored brands, Chaozhou will usher in a new opportunity for the innovative development of time-honored brands. Next, Chaozhou Bureau of commerce should seriously study and formulate a new plan for the development of time-honored brands, further strengthen the cultivation, publicity and guidance, make full use of various platforms, give full play to the brand effect of time-honored brands, and make “Chaozhou time-honored brands” a resounding business card.
Shantou is a century old commercial port with many historical memories and spiritual wealth. At present, it has three Chinese time-honored brands. Many local time-honored brands in Shantou have distinctive cultural characteristics, unique technology and business characteristics, which fully embodies the “Shantou spirit”.
However, with the changing trend of the times, Shantou time-honored enterprises are facing many challenges such as technological innovation and development model upgrading, and many “old signboards” are gradually fading out of public view. Lack of brand awareness, lack of market supervision and complex approval process have become the main problems restricting the development of time-honored brands in Shantou.
The relevant person in charge of the Department of Commerce of Guangdong province believes that in recent years, the overall development situation of time-honored brands in Shantou is good, and the influence of many brands has been improved, but there are also practical problems such as insufficient innovation ability and low development level. In response to this phenomenon, the relevant person in charge of Guangdong Provincial Department of Commerce put forward a series of suggestions to Shantou Municipal Bureau of Commerce to help Shantou time-honored brands “connect with the times” and bloom new vitality.
In the work of strengthening the protection of time-honored brands and the construction of the rule of law, the Commerce Department of Shantou shall work with relevant departments and enterprises to crack down on the illegal acts of infringing the intellectual property rights of time-honored brands and manufacturing and selling fake and shoddy time-honored products, and continue to strengthen the protection of intellectual property rights of time-honored brands.
At the same time, stimulate the innovation vitality of Shantou time-honored brands, promote the innovative products and services of time-honored brands, promote time-honored enterprises to jointly develop cultural and creative products with relevant institutions, hold cultural experience activities and provide customized services. Guide time-honored enterprises to use advanced and applicable technologies, innovate traditional processes, develop products and services that meet market needs, and improve quality.
In addition, we will promote Shantou’s time-honored brands to go abroad. Make full use of the innovative development of service trade, guide time-honored enterprises in qualified representative fields to carry out service trade, and promote time-honored high-quality services to the international market. Strengthen brand publicity, increase investment in brand operation and maintenance of Shantou time-honored brand products, integrate modern culture and cross-border integrated development, and enhance the influence of “Shantou time-honored brand” in China’s international market with diversified marketing means.
