The 2023 "China Brand of the Year Award" was announced at the "World Executive Summit". The annual award, known as the "Oscar of Chinese Brands", was presented by the World Brand Lab, an authoritative organization in the industry, in Hong Kong on December 19. Among them, 35 leading brands in China's economy, such as China Feihe, Zhuyeqing and Shuangxing Tire, were selected as the "China Brand Annual Award".1”。
It is understood that after half a year of in-depth research and analysis of well-known brands in more than 100 industry categories across the country, according to the indicators of brand influence, with reference to the company's sales revenue and main profits in this year and combined with consumer evaluation, the final determination of the "China Brand Annual Award" (No1) There are 35 brands that stand out, and China Feihe is located among them, demonstrating Feihe's excellent scientific research and innovation capabilities.
In this meeting, Xu Jing, professor of marketing at Peking University's Guanghua School of Management, participated in the meetingJing Xu believes that the advent of the digital era has brought some difficulties and challenges to the creation of brand loyalty. Some of these challenges come from the capital side, some from short-termism, and some from changes in the attention of consumers themselves. In this regard, the core value of building a brand comes first. Provide unique value to target customers, leverage the advantages and convenience provided by digitalization, engage consumers, and spread and strengthen their brands through word-of-mouth. As early as 2008, Feihe has established a corresponding information management system. At the beginning of 2012, Feihe launched and trial-run the traceability system of the whole industry chain, and officially provided traceability query services to consumers in March. In 2017, Feihe was responsible for the project of "Application of New Intelligent Manufacturing Model of the Ministry of Industry and Information Technology". Since 2018, Feihe has begun to promote comprehensive digital transformation and established a "3+2+2" strategic layout. In addition, Feihe applies digitalization to all aspects of production, R&D, circulation and service, realizing the automation, integration and intelligent development from first-class to processing, which greatly improves production efficiency and safety level. On the production side, Feihe has realized automatic feeding of the system through intelligent manufacturing, and controlled the whole process of the production process of each can of milk powder to improve production efficiency and product quality; In the first chain, Feihe optimizes the warehousing and logistics network, improves the freshness of milk powder in stores, and creates a fresh and convenient first chain system; On the consumer side, through the digital upgrade of the shopping guide system, Feihe customizes information matching services for consumers, brings users a better consumption experience, effectively improves user stickiness, and stimulates the vitality of the "Feihe" brand.
In May this year, Feihe and Peking University Medical Center launched the "Early Life Brain Science Research Program" to promote accurate early life nutrition intervention, disease prevention and product implementation, aiming to explore and deeply promote the research and application of early life brain science and provide support for more accurate early life nutrition intervention, disease prevention and product implementation. In September, Harvard-Boston Children's Hospital-Feihe Brain Development Association (hereinafter referred to as Harvard BCH-Feihe Brain Development Association) was established, led by well-known experts from Harvard Medical School and Harvard-Boston Children's Hospital, to jointly promote scientific research on the effects of genetics, nutrition and environment on infant brain development and cognition, and to gather excellent teams on an open platform to create an international leading brain science research platform. Not only that, Feihe also held a brain development strategy conference on October 17 to lead the development of China's dairy industry with scientific research strength and contribute to the cause of human health.
In the new era, high-quality development has become the primary task of building a modern socialist country in an all-round way. Strengthening brand building and building a brand power is an inherent requirement for achieving high-quality development. In the future, Feihe will continue to continuously enhance the brand potential energy with scientific and technological innovation, create a great brand of national enterprises in the new era, and contribute to the development and transformation of China from an economic power to an economic power.