The movie "Nezha: The Devil Child's Trouble" became popular on the screen, and also brought about the derivative of peripheral cultural and creative products; the game "Black Myth: Wukong" became popular, and followed "Wukong" to travel to bring cultural and tourism traffic to ancient buildings in Shanxi; a number of original design products were launched, attracting the "Z generation" to collect various trendy toys... Driven by the brand effect, new hot products in the consumer market emerged one after another, providing consumers with diverse choices.

Recently, the General Office of the CPC Central Committee and the General Office of the State Council issued the "Special Action Plan to Boost Consumption" and proposed to strengthen the leadership of consumer brands. Focus on the service fields such as commerce, logistics, culture and tourism, and formulate policies to improve service quality in a classified manner to create more Chinese service brands.

The establishment of a brand helps to build consumer trust. Behind the high-quality brand, the quality, reputation and reliability of products and services, can increase corporate competitiveness, improve consumer loyalty, and expand market influence.

Well-known brands are not made in one day and require careful maintenance over time. To create an independent brand image, innovating products and improving quality are the first priority. In the current new consumption environment of cultural tourism and AI, excellent traditional culture can be integrated into product design, support the development of original intellectual property (IP) brands, promote consumption of animation, games, e-sports and its surrounding derivatives, and open up domestic and foreign incremental markets for "trendy products". At the same time, we will promote the extension of productive service industries such as finance, logistics, R&D and design, business consulting, human resources, energy conservation and environmental protection to the high-end of the value chain.

Based on the basis of good products and good services, we must further achieve leaps, provide consumers with good scenarios, and promote the development of the industrial chain with brands. At present, Shanghai, Beijing, Guangzhou, Tianjin, Chongqing and other countries are accelerating the cultivation and construction of international consumer center cities, promoting the initial launch economy according to local conditions, and encouraging high-quality domestic and foreign product and service brands to open their first stores and hold their first show. Taking Shanghai as an example, since this year, it has launched intensive activities such as the launch of the world's first store, the launch of new products and the debut of trends, continuously stimulating the vitality of the consumer market and becoming a popular gathering place for the first-time economy in the world.

Learn from international fashion and business centers, my country's brand building still has room for improvement. In the upstream and downstream industrial chains of brands, such as raw material supply, design studios, brand incubation, market evaluation institutions, etc., further strengthening is needed. Next, more measures should be introduced from the aspects of exhibition support, financial incentives, etc., to encourage enterprises to promote the integrated development of product design, cultural creativity, technological innovation and brand building.

At the same time, with the vigorous development of new business formats such as digital trade, service trade, and cross-border e-commerce in my country, more and more Chinese products and services are going global. In 2024, my country's total cross-border e-commerce imports and exports reached 2.63 trillion yuan, an increase of 10.8% year-on-year. New products and new business models continued to emerge, and foreign trade contained "new" volume continued to rise.

The products go overseas, and the brands must go overseas. A globalization strategy without brand awareness is not far away. We must guide enterprises to build an integrated system of R&D, procurement, production, brand building and promotion, and after-sales service, carry out overseas trademark layout, and further build our high-quality independent brand into a brand that is loved and trusted by global users.

The global consumer market is composed of fragmented market segments, and companies need to provide differentiated products, services, and experiences to meet consumers with different needs. Therefore, enterprises should strengthen local marketing and actively integrate into local culture. On the one hand, build a global brand matrix to accurately meet the personalized needs of user groups in different regions and ages; on the other hand, combine regional characteristics to promote differentiated marketing. For example, cooperate with internationally influential sports events, concerts, fashion weeks and other activities to deepen brand influence, strengthen user interaction, and establish a deep emotional connection with consumers in the target market. In addition, independent brands are encouraged to actively participate in international cooperation, carry out the formulation and revision of international standards in the fields of brand evaluation, brand management, and accelerate the application of brand standards and the sharing of standard information. (Author: Ji Yajiao)