Zhao Zhonghao, China ** Daily, China Securities Network
China Securities Network News (Reporter Zhao Zhonghao) Cultural construction is an important embodiment of the core competitiveness of the enterprise, and the cultural brand carries the spiritual character and ideal pursuit of the enterprise, which is an important support for enhancing the company's cultural soft power.
The relevant person in charge of Huafu said in an exclusive interview with a reporter from China ** Daily that since the construction of ** industry culture in 2019, Huafu ** has deeply practiced the core cultural concept of "compliance, integrity, professionalism and stability" in the industry. 2023 marks the 35th anniversary of the establishment of the company, defined as the "Year of Self-Revolution", insisting on brand awareness throughout the whole process of cultural construction, overall planning, integration and building, demonstration and guidance, and effectively promoting the quality and efficiency of cultural brand creation.
Adhere to the leadership of party building and consolidate the red heritage
Founded in 1988 and with a history of 35 years, Huafu has always adhered to the overall leadership of the party, upheld the value orientation of financial goodness, actively spread positive energy, and established brand reputation.
Specifically, the first is to fully promote the cultural leadership of the top leaders. The party committee of the company attaches great importance to the formation of cultural brand awareness, unified deployment, the first leader of each unit is the first person responsible for the construction of corporate culture, but also the commander and practitioner of brand building, requiring personal practice, taking the lead in setting an example, taking the lead in establishing and maintaining the company's brand image, and improving the quality and efficiency of brand communication.
The second is to carry out in-depth thematic education. The party committee of the company organized and held a theme education work conference of the whole company, and the spirit and important deployment of the theme education work conference were studied by the Fujian Provincial Party Committee and the higher-level party committee. Printing and distributing the company's theme education work plan, theoretical learning arrangement plan, etc., compiling and distributing 18 issues of special issues of theme education, and publishing relevant propaganda in the mainstream such as learning power, China's first-class newspaper and China's financial ideological front, forming a new pattern of "cohesion and external image", and promoting the theme education to go deeper and more practical, and see results in action. Throughout the year, there were 17 study meetings and 26 party committee meetings of the company's party committee theoretical learning center group.
The third is to build a brand of party building. The company's party committee continues to explore new ideas, explore new mechanisms, coordinate and integrate the party building forces and resources of each sub-party committee, and promote high-quality development with high-quality party building. Revise the "Implementation Measures for the Assessment of Huafu ** Grassroots Party Building", organize the compilation of the "Key Points of Huafu ** Party Building Work in 2023", continue to carry out the grassroots party branch standard creation activities and "two excellent and one first" commendation activities, and comprehensively supervise and standardize the construction of grassroots party organizations.
Fourth, build a bridge of trade unions. The company actively played the role of trade union employee representatives to participate in the democratic management of the enterprise, organized and held 8 employee (member) congresses, and improved and optimized the "Employee Humanistic Care System Plan" from the subtleties. Carry out a series of special activities for employees, organize "Celebrating May Fourth, Welcoming the Celebration" walking and "Children's Voices Praise Huafu and Painting Dreams to the Future-Celebrating June 1st and Welcoming the Division" parent-child theme activities, fully implement the main essence of the company's corporate culture after the implementation and remodeling, and boost the spirit of cadres and employees.
Pay attention to top-level design and find out the brand positioning
Brand is the support of culture, culture is the soul of the brand, the two are the inside and outside, each other's arch guard, and mutual promotion. Huafu ** said that the top layer of brand building is the cultural strategy, the company deeply grasps the relationship between brand culture, combined with its own reality, and refines the corporate mission, vision, values, etc. as the core of cultural concepts, so that the brand and culture complement each other, and jointly shape the humanistic spirit and value connotation of Huafu.
In terms of development strategy, Huafu ** set up a strategic reform and transformation executive committee, clarified and determined the development strategy for the next five years, that is, digital intelligence leading, talent breakthrough, building a new development pattern of "four points (investment banking, investment, asset management, research), one side (wealth)", researching and determining the implementation path of "1335", completing the optimization and reform of organizational structure, deeply integrating brand management and communication and promotion into business development and marketing, and enhancing the company's brand awareness and reputation at all levels. Loyalty, enhance brand value and market influence, and boost business development.
Huafu** has completed the reshaping and upgrading of the "spiritual code". After 35 years of ups and downs in the capital market, the company has infiltrated the spirit of Fujian's "love to fight to win". In 2023, the company's party committee will set up a leading group for reform promotion and a leading group for corporate culture remodeling, strengthen the corporate culture of "self-confidence, self-reliance and self-improvement", promote the common prosperity and mutual prosperity of cultural brand building and the company's operation and development, stimulate the vitality of the enterprise, promote the high-quality development of the company, and jointly shape a good industry cultural ecology.
In terms of rules and mechanisms, the company takes "practicing the national strategy, serving the real economy, and helping a better life" as its mission, earnestly follows the requirements of the industry culture construction of the China Securities Association, formulates and releases the "Huafu ** Cultural Brand Development Plan (2023-2025)" and "Huafu ** New ** Platform Management Rules" and other institutional systems, forming a comprehensive cultural brand building mechanism such as brand image management, brand awareness deepening, and brand story dissemination, and promoting the company's brand building related work from the top-level design and institutional norms.
Multi-faceted three-dimensional communication to build a brand matrix
According to Huafu**, the company's official name "Huafu ** Release" has been continuously revised and upgraded this year from the aspects of column setting, typesetting and packaging, push arrangement, internal collaboration, etc., and has added special columns such as "Huafu Party Building", "Huafu Library", "Huafu Caizhi", "Yanxiang Said", "Huafu Viewpoint" and "Huafu Chief". The comprehensive communication power of "Huafu ** Release" ranked 8th in the first quarter of the 2023 China Financial Enterprises New ** Brand Index List, and the ranking has always been in the forefront throughout the year.
The company fully integrated the best communication power, and independently curated the 300-square-meter 618 Sea Innovation Conference for the first time this year, and carried out a series of online and offline publicity activities around the theme of "Huafu Building Dreams and Lighting up the Future", and won the Best Brand Communication Award, Creative Design Award, and Excellent Organization Award issued by the organizing committee. Strengthen communication and docking with domestic mainstream **, and actively promote the company's development highlights. From March to October this year, a series of activities of "Embracing the Comprehensive Registration System and Promoting the Listing of Nine Places" were organized in various cities under the jurisdiction of Fujian, and in October, the 2023 Fujian Innovation and Development Conference on Financial Capital Serving the Real Economy - Bond Special Session and Fujian Enterprise Bond Issuance Promotion Conference were organized to serve the real economy and enhance the company's brand influence.
The company gave full play to the publicity power of theme activities, and took the 35th anniversary celebration as an opportunity to actively renew the brand image. Actively carry out the collection of corporate culture content, logo renewal design, etc., and do a good job in the company's corporate culture upgrade conference, corporate culture national propaganda group launching ceremony and other publicity work. Strengthen the construction of the brand system, integrate the corporate culture into the creation and design of daily promotional materials, produce the 35th anniversary celebration special issue, company brochures, Xiaofu Niu emojis, etc., shoot company promotional videos, advertising films, create and release company songs and MVs, etc., to further gather consensus among all parties and spread the brand value proposition of Huafu.
Gather professional joint efforts to create a strong foundation action
Huafu said that the company takes "professionalism first, sincerity-based, striving for innovation, and achieving oneself" as its values, actively gives full play to the dual advantages of the party's leadership and modern corporate governance, and adheres to the professional consciousness and high-quality consciousness throughout the whole process of brand building, and builds a strong brand foundation action.
The first is to create a characteristic party building brand. Always keep in mind the "great man of the country", practice the "people-centered" development thinking, always adhere to the strict management of the party and the department, and ensure that the whole company strengthens the "four consciousnesses", strengthens the "four self-confidences", and achieves the "two maintenances". Since 2021, the company's party building cases have been selected as the annual compilation of party building work cases in the industry for two consecutive years, leading and empowering the company's high-quality development.
Secondly, create a characteristic investment and education brand. In accordance with the deployment of the China Securities Association, the company continues to promote the characteristic operation of the investor education base, pays attention to serving national education, and gives full play to the synergy of the provincial investment education base. The company's national investor education base has been rated "excellent" by the China Securities Regulatory Commission for 6 consecutive years, and has been rated as "A" class for 2 consecutive years in the evaluation of securities investment education jointly conducted by the China Securities Association and the Shanghai and Shenzhen North Stock Exchanges, and has won the title of "Demonstration Site of Lei Feng Activities in Financial System" and the "2023-2025" Provincial Youth Civilization for the first time.
Third, create a characteristic training brand. The company adheres to professional empowerment, actively builds a learning organization, and builds the capacity of the first-class workforce. Learn something new every week through 42 "study sessions";The 3rd "Famous Forum" of Peking University and the 13th "Self-improvement Class" of Zhejiang University helped the core cadres to break through and innovateThe 7th phase of the "Top Runner Program" accelerates the activation of the energy efficiency and vitality of the headquarters team6 sessions of "New Journey" training to help new employees quickly integrate into Huafu;13 "Glory" advanced representatives toured and exchanged to expand the benchmarking force and enhance experience sharingWith the "Huafu Cloud Classroom" digital and intelligent learning platform as the carrier, we will strengthen the transformation of digital learning, efficiently operate learning projects, and build Huafu people's own professional empowerment center. Throughout the year, training and learning at all levels and categories of the whole company has become a common practice, and there is training every week and everyone learns, so as to lay professional strength through learning and contribute to the development of industry culture.
Fourth, create a distinctive marketing brand. Wealth business is the "ballast stone" of Huafu, around the investment and financial needs of different customer groups, the company has formed a financial product system from low risk to high risk, from single product to portfolio products, and at the same time with public and private equity managers to establish value-added service cooperation from agency sales cooperation to institutional channel drainage, group capital direct investment, investment research services, transaction services and other value-added services, to create a manager cooperation ecosystem with Huafu characteristics.
Fifth, create a distinctive professional brand. The company consolidates the professional strength of the research institute, improves the asset management scale, explores the opportunities of the registration system, seizes the investment banking business, and cultivates professional service capabilities. On the one hand, it strengthens the synergy between investment banking and research, investment, wealth management and other businesses, vigorously develops the green investment banking business represented by new energy, energy conservation and environmental protection and resource recycling, and strives to build the company's green investment banking business brand. On the other hand, we will make efforts to lay out the research business, and start to build a high-level research institute in 2022, so as to build the research institute into an important position to enhance the company's brand image and market influence. Yan Xiang, the company's chief economist, was officially appointed as a director of the China Chief Economist Forum. This year, Huafu Fujian Research Institute was established to strive to achieve the goal of integrating investment banking investment and research to support Fujian's economic development. In addition, to build a customer-accompanied asset management brand, the company's asset management business has been listed on the Oriental Fortune Billboard for three times in recent years, and has won many authoritative awards such as the Golden Bull Award.
Sixth, build a distinctive compliance culture brand. The company adheres to the culture of compliance and creates a series of special activities to empower high-quality development. Since the launch of the "Year of Compliance and Internal Control Improvement" in 2017, a series of activities have been organized throughout the company for seven consecutive years, and the activities have achieved remarkable results, and the case has been selected into the "Annual Report on Industry Culture Construction (2021)". 2023 is the "Year of Compliance Culture Improvement" for Xinghangcheng, and the company organizes the selection of excellent courseware of "Top Leader Stresses Compliance", "Top Leader Talks on Governance" and "Top Leader Talks about Industry Honor and Disgrace", and held the first selection of top ten excellent cases of compliance and risk control, so as to stimulate business innovation inspiration and release management innovation energy with the spirit of self-revolution.
Seventh, build a brand of clean and honest culture. The party committee of the company adheres to the ideological party building and the system of governing the party in the same direction, tightens and compacts the main responsibility, researches, formulates and implements the "Work Plan for the Construction of "Clean and Honest Huafu" Culture (2022-2024), and continues to cultivate a culture of integrity. The company's party building and discipline inspection and supervision work conference is held every year, and efforts are made to build a long-term mechanism for the deep integration of party building, discipline inspection and rule of law construction. The company's case "Party Building Leads the Construction of the "Six Integrity Projects", Integrity Escorts and Cultivates Clean and Healthy Atmosphere" was selected as the 2022 party building case of the industry.
Huafu said that the cultural brand is an important part of the core competitiveness of the enterprise, the company will closely follow the decision-making and deployment of the first financial work conference, focus on the goal of building a financial power, follow the requirements of the construction of the first industry culture, inherit the red gene, temper the market character, and promote the virtuous circle of coordinated development of cultural brand building and operation and management with systematic thinking, form a horizontal coordination and vertical linkage work pattern, and effectively act as the gatekeeper of the capital market with high-quality development.