June 7, Shanghai Hongqiao Station, a car body printed with “Yihe door and window high-end fully protected doors and Windows” words slowly out of the high-speed rail, shuttle in the Shanghai-Nanjing line, Shanghai-Hangyong line, Shanghai-Hangyong line, Shanghai-Kunming line. Many passengers remember this door and window company from Foshan. On the same day, the company named more than 40 sets of high-speed rail, involving a number of high-speed rail lines, covering 18 provinces.

This is just a microcosm. More than three months ago, 171 billboards in Beijing Daxing International Airport, Beijing Capital Airport, Beijing South Railway Station, and Guangzhou Baiyun International Airport were all painted with the words “there is a home made in Foshan”. Behind this, a total of 25 brands in 14 categories of Foshan’s pan-household industry debuted for the first time with the unified industrial IP of “There is a home made in Foshan”.

Forming a group to create IP, to “China speed” leverage, these actions all show that Foshan attaches great importance to the brand.

As an important observation window in the process of China’s industrialization, Foshan has cultivated a large number of well-known brand enterprises and products such as Midea, Country Garden, Haitian Flavor industry and Galanz over the years. However, such a large effort to go out and “title” and “brush the screen”, in the history of Foshan’s industrial development dominated by small and medium-sized enterprises is rare, like “there is a home in Foshan made” by the city “endorsed” industrial IP is the first time.

“This means that Foshan has completed the continuous advancement of famous products – famous enterprises – famous cities, and Foshan brand building has converged into a potential from point to point.” Taking the brand as the entry point will inject new momentum into the high-quality development of the manufacturing industry.” Analysts pointed out that at present, China is deeply implementing the strategy of manufacturing power, Guangdong also put forward to highlight the manufacturing industry, high-level planning to promote the construction of modern industrial system, if the manufacturing brand and city brand two-wheel drive is bound to be one of the important issues.

From famous products, famous enterprises to famous cities

Ai Feng, a famous economist, has a point of view: “Enterprises should not wait until they become big and then engage in brand-name strategy, but should use brand-name strategy to make enterprises big.”

In the home appliance industry, the story of Haier’s furious smashing of 76 substandard refrigerators has been a popular one. In fact, before Haier smashed the refrigerator, Rongsheng refrigerator in Foshan performed a similar feat. The company recalled a number of defective refrigerators and halted production for two months.

Later facts proved that it is because of the dedication to quality that Rongsheng, as a township enterprise, created China’s first double-door refrigerator, which ranked first in the national household appliances production and sales ranking in the 1990s.

Rongsheng’s recall of the defective refrigerator is also the beginning of brand building in Foshan and even the country. After the 1990s, Foshan began to vigorously promote the brand enterprise strategy, the introduction of advanced brand management concepts and methods, and actively carry out brand promotion and brand protection, the United States, Foshan lighting and so on have been listed, successfully realized the transformation from famous products to famous enterprises. “Rongsheng refrigerator”, “Federal chair” and “beauty electric fan” have gained fame.

In 2000, Luo Xiaojia, chairman of Kangbao Electrical Appliances, took the lead in smashing 200 disinfection cabinets with defective shells and said: “Losing 200 disinfection cabinets is a small matter, damaging Kangbao’s brand image is a big matter, and the brand is the priceless treasure of the enterprise.” This hit also “hit” out of a disinfecting cabinet kingdom.

The rise of brand enterprises has led to industrial agglomeration and promoted the rapid development of Foshan’s “one town and one product”. Up to now, Foshan has been approved as “National well-known brand creation demonstration Zone” 13, ranking first in the number of prefecture-level cities in the country. Beijiao household appliances, Lecong furniture, Dali aluminum profiles, Junan denim and other town brands are well known.

However, this model of enterprise and town brand cultivation and building “each for itself” also has its drawbacks, and has not formed a polymerization effect at the municipal level, resulting in many consumers seeing “trees” without “forests”.

In recent years, due to the increasing downward pressure on the global economy, the regulation of the real estate industry, the rising cost of labor and energy and other factors, Foshan enterprises, especially small and medium-sized enterprises, have generally increased the operating pressure, but the influence of single enterprises and product brands scattered in each town is limited, and it is urgent to hold together for warmth.

This directly accelerated the pace of Foshan to build a famous city. At the end of last year, the fifth plenary session of the 13th session of the Foshan Municipal Committee of the Communist Party of China clearly proposed to “implement the brand development strategy of product brand, enterprise brand and regional brand”.

In this process, product brands and corporate brands have become a powerful starting point for Foshan to build regional brands.

In March this year, Foshan officially released the country’s first home industry city IP “home is made in Foshan”, established the “home is made in Foshan” home industry alliance, launched the “320 Home Festival”, and constantly improve the correlation between industrial IP and regional brands. On March 20, the day of the Home Festival, nearly 5,000 offline Foshan enterprise stores across the country showed the golden sign of “There is a home made in Foshan”, which has become an important exploration of Foshan’s regional brand upgrading.