Co-construction and sharing of "good products Shandong" is an important measure for Shandong Province to vigorously implement the strategy of strengthening the quality of the province and the brand, to launch the "good products Shandong" brand, and to promote the development of consumption to a green, healthy and safe way. Public brand building is the starting point, with "quality, efficiency, and reputation" as the core, focusing on key products, key enterprises, key industries, key regions, and key formats, and through continuous cultivation and overall creation, improve the reputation and brand of Haopin Shandong. Competitiveness, help accelerate the formation of a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles promoting each other.

Among the first batch of brands of "Good Products Shandong" announced recently, Qingdao occupied 26 seats. Once it blooms and bears fruit, it is followed by years and decades of nurturing and watering. In recent years, Qingdao has vigorously implemented the strategy of strengthening the market by quality, strengthening the market by brand and the strategy of "standardization +", "grinding a sword in ten years", and promoting the sustainable, healthy and high-quality development of the economy and society. Qingdao quality, Qingdao brand and Qingdao standard are in a double cycle The new development pattern shows new competitive advantages.

Organize and carry out "Into the Star of Quality - CRRC Sifang on-site observation activity"

Establish the concept of "quality first" to stimulate new competitive advantages

Quality is the foundation of economic and social development, and an important manifestation of a country or region's comprehensive strength and competitiveness. Among the first batch of 223 brands in the fields of manufacturing, consumer goods and agricultural products of "Good Products Shandong", 25 brands from Qingdao and 1 regional product were included in the list. "Most of the brand companies on the list have won the Qingdao Mayor Quality Award, and they belong to Qingdao's 'first echelon' in terms of quality, management, standardization, brand influence, and R&D capabilities. The company we hold in our hands." said Wang Limin, deputy director of the Qingdao Municipal Market Supervision and Administration Bureau's Quality-Strengthening City Office.

Qingdao has a good foundation for quality development and a profound quality culture, and has cultivated a number of well-known brand enterprises at home and abroad, such as Haier, Hisense, Tsingtao Brewery, Double Star, Aucma, and CRRC Sifang. Thirty-seven years ago, Haier Zhang Ruimin smashed the refrigerator with a sledgehammer, showing the world the attitude and belief of a Qingdao enterprise - quality is the life of an enterprise, and quality is the soul of a brand.

It is the unremitting pursuit of quality that has achieved Qingdao's reputation as the "brand capital". The China Quality Award established in 2012 is the highest honor in the field of quality in my country. The first China Quality Award was won by Haier Group, and Hisense Group was nominated for the award. Up to now, Qingdao has won 1 China Quality Award, 8 China Quality Award Nomination Awards, and 11 Shandong Provincial Governor Quality Awards.

Qingdao Xueda Group, which is listed in the "Good Shandong" textile and apparel category, focuses on the application technology of new fiber materials and the research and development, design and production of various functional knitwear. More than 20 products fill the gaps at home and abroad. Natural differential protein 11 products, including high-grade composite fiber knitwear and graphene-modified fiber high-conductivity composite functional knitwear, have reached the international advanced level. "Xueda" brand has successively won Qingdao Famous Brand, Shandong Famous Brand, Shandong Famous Trademark, and China Famous Trademark. It has obtained 42 authorized national patents, participated in the formulation of 3 national standards, 5 industry standards, and 2 group standards, and won the Shandong Provincial Science and Technology Award. 4 Progress Awards and 5 Qingdao Science and Technology Progress Awards. With excellent product quality and distinctive brand building, Xuedar's product market share ranks among the top ten in the country.

Quality is the core competitiveness, and new competitive advantages are shaped by quality improvement. In 2015, Qingdao became a "National Demonstration City for Strengthening City by Quality". As the first batch of demonstration cities in the country, Qingdao regards "Strengthening City by Quality" as its long-term strategy for urban development. In 2018, the Qingdao Municipal Government issued the "Implementation Plan for Carrying out Quality Improvement Actions", and issued a top-level design based on the basic principles of "quality leadership, standard guidance, brand drive, and credit guarantee", and clearly put forward the value of firmly establishing "quality first" The concept, give play to the basic, strategic and leading role of standardization in improving quality, accelerate the construction of a strong brand city, promote the construction of a social credit system in an all-round way, create new advantages in urban competition, and build a new highland of quality with international competitiveness.

During the "Thirteenth Five-Year Plan" period, Qingdao promoted development and transformation with quality, and actively explored aspects such as quality management, quality improvement, and quality co-governance. The strategy of "strengthening the city with quality" has achieved remarkable results, and the quality management system has been continuously improved. , the effect of quality improvement has been continuously enhanced, and the atmosphere of quality co-governance has been continuously improved. Various departments at all levels have introduced a number of policies and measures to promote high-quality development. The funds used by the municipal finance for quality brands and standards are at the forefront of similar cities in the country, and ranked first in the quality assessment of the provincial and municipal governments for three consecutive years; food , The pass rate of drug and product quality sampling inspections continued to maintain a high level, the number of effective invention patents owned by ten thousand people in the city exceeded 40, and two consecutive Qingdao International Standardization Forums were held.

As of the end of 2021, Qingdao has undertaken 26 secretariats of international and national professional standardization (sub) technical committees, ranking first in cities under separate planning; leading or participating in the formulation and revision of more than 170 international standards, more than 1,800 national standards, and more than 1,600 industry standards There are 8 national-level inspection and testing centers; the qualified rate of food sampling inspection has reached 99%, the qualified rate of drug sampling inspection has reached 100%, and the qualified rate of product sampling inspection has reached 97.6%. All indicators are in the forefront of similar cities in the country.

Quality infrastructure provides the wings of quality and efficiency upgrade for urban economic development. As a national quality infrastructure "one-stop" service pilot, Qingdao took the lead in implementing the "dual officer system" of chief quality officer (CQO) and chief brand officer (CBO) in the country to improve the level of quality management and brand building. High-standard, high-level, high-quality planning and construction of the country's first high-end industrial agglomeration area of ​​quality infrastructure with world vision, national leadership, Shandong advantages, and Qingdao characteristics, to build the whole industry chain of NQI, a public service platform for quality infrastructure in Qingdao The output value reached 12 billion yuan. By 2025, Qingdao will establish and improve a replicable and popularized first-class service system for quality infrastructure with “distinct features, complete systems, strong support, and sound mechanisms”, and become a world-renowned and nationally leading benchmark city for agglomeration of quality infrastructure industries.

China's pride - 600 km/h maglev train

Plant the fertile soil of the brand and create a "Quality Qingdao" business card

A brand is a sign of quality. Qingdao is a city rich in brands. It is one of the earliest cities in the country to put forward and take the lead in implementing the strategy of "brand-driven, brand-revitalizing the city". It has been more than 30 years since the establishment of "Golden Flower" in 1989. Over the past 30 years, Qingdao has seized the historical opportunity of reform and opening up, and forged a characteristic development path of "brand products - brand enterprises - brand industries - brand economy - brand cities", and a large-scale development represented by "five golden flowers" has emerged. The enterprise group, which is characterized by the "Qingdao phenomenon", has formed a good situation in which industrial brands drive the creation of service industries and agricultural brands, and the three industrial brands are synergistically progressing. The distinctive urban culture that is proud of large enterprises has achieved the reputation of the city of "brand capital".

Brand is the most distinctive business card of Qingdao's development, and the pursuit of brand has become the soul of Qingdao's urban development and an important endogenous driving force for the city's high-quality development. Since the 18th National Congress of the Communist Party of China, Qingdao City has regarded brand building as an important measure to transform the economic growth mode and promote the supply-side structural reform. Artificial intelligence” offensive, implement a new generation of “Qingdao Golden Flower” cultivation action, and focus on cultivating a new generation of “Qingdao Golden Flower” brand enterprises and high-end brand industry clusters with strong domestic and foreign influence.

At present, Qingdao has 2 Chinese world famous brand products, 68 Chinese famous brand products, and 700 Shandong famous brand products; 123 Chinese well-known trademarks, 19 Chinese time-honored brands, and 6 national geographical indication protection products; the city has applied for international trademark registration in Madrid The quantity of nearly 2,000 pieces was awarded by the State Administration for Industry and Commerce and the World Intellectual Property Organization as the "China Trademark Gold Award - Madrid International Registration Special Award". The total number of brands ranks in the forefront of similar cities in the country. The representative industrial chain of hundreds of billions of well-known brands accounts for more than 75% of the total industrial output value above designated size.

Among the "Haopin Shandong" brands, "Huangdao Blueberry" is particularly eye-catching as a regional product, reflecting the development of Qingdao's characteristic brand of agriculture.

At present, Qingdao has 163 well-known agricultural product brands, 805 agricultural products with "three products and one standard", including 54 agricultural products with national geographical indications, ranking first in the country's sub-provincial cities, and the "Qingdao agricultural products" regional public brand has entered the country for three consecutive years. Top ten, and the development level of urban modern agriculture ranks seventh among 35 large and medium-sized cities in the country. Qingdao's annual export volume of peanuts and products is about 200,000 tons, ranking first in the country; the total export volume of Jiaozhou pepper products accounts for about 70% of the country's total.

According to estimates, the agricultural output value of Qingdao brand reached 61.368 billion yuan. Driven by the well-known trademark "Daze Mountain" in China, Pingdu has a grape planting area of ​​120,000 mu and an output value of 715 million yuan. The brand value of "Daze Mountain Grape" reached 3.683 billion yuan. More than 500 enterprises including Chia Tai, Haofeng and Kangda have obtained international food quarantine and hygiene registration for export, and more than 1,000 enterprises have passed ISO9001, BRC and other quality standard system certifications. The annual export value of agricultural products has exceeded 30 billion yuan, ranking first in similar cities in the country . Laoshan tea ranks among the top 100 national tea regional brands with a brand value of 1.12 billion yuan, and Joyvio blueberry occupies more than 60% of the domestic market share with an output value of 1.78 billion yuan. Jiaozhou Chinese cabbage seeds sold for pork prices as high as 30 yuan each.

Last year, Qingdao issued the "Opinions on Accelerating Brand Building and Leading High-Quality Development", which clearly proposed to help the building of the "Haopin Shandong" brand, create a "Quality Qingdao" business card, create a national quality brand promotion demonstration area, and accelerate the construction of an open, modern, A dynamic and fashionable international metropolis. By 2025, build 2 world-class industrial clusters, 1 world-class commercial street, 3 domestic first-class commercial districts, 10 characteristic commercial districts, cultivate 500 new brands with distinctive Qingdao characteristics, and the export of self-owned brand products accounts for the proportion of the city reach more than 20%.

This is the first time that Qingdao has systematically carried out a top-level design for brand building. It proposes to implement the "Quality Qingdao" building action, focusing on building five major brands: "Made in Qingdao", focusing on strengthening innovation-driven; "Qingdao Agricultural Products", focusing on In expanding the supply of high value-added agricultural products; "Qingdao Service" focuses on improving the quality of urban services; "Qingdao Shopping" focuses on leading consumption upgrades; "Qingdao Cultural Tourism" focuses on enhancing the soft power and influence of urban cultural tourism. At the same time, it will revitalize classic brands, cultivate emerging brands, and revitalize high-end brands.

The essence of a brand lies in its brand value. How to assess the value of a brand? Qingdao Market Supervision and Administration Bureau has innovated and formulated the local standard of "Enterprise Brand Value Evaluation Method" in the whole country. Brand value provides the basis for evaluation and provides standard support for monetizing the brand's intangible assets.

"Platform + Industry Management Committee" mode, carry out quality improvement activities of rail transit industry chain

Internationalization of "Qingdao Standard", leading high-quality development

Standards are the main line of national quality infrastructure, and standardization is an important technical basis for the national governance system and governance capacity. Since 2003, Qingdao has successively put forward the strategy of implementing technical standards and the strategy of standardization. In 2015, Qingdao became the first city in the country to propose the implementation of the "standardization +" development strategy. Standardization runs through all fields of economic and social development, and standardization promotes industrial transformation and upgrading, new urbanization, modernization of urban governance, and equalization of basic public services. , forming a pattern of "everything has a basis, and there is a standard everywhere", walking in the forefront of the country in the internationalization of standards, and creating a "Qingdao standard" with international level.

High standards lead to high quality. To create high-quality brand products with "Qingdao Standard", Qingdao takes the lead in building the "Qingdao Standard" brand for advanced evaluation, and encourages enterprises to develop and implement international and domestic leading enterprise standards and group standards. Participated in the formulation and revision of 62 international standards, more than 650 national standards, and more than 600 industry standards, and won 19 national standards innovation contribution awards. A number of "Qingdao standards" formulated by Haier, Hisense, CRRC Qingdao Sifang and other enterprises are leading domestically and going global.

Qingdao Municipal Market Supervision and Administration Bureau issued the "Qingdao Standard Advanced Evaluation Method", which has made an impact on Haier Group, Hisense Group, CRRC Sifang, MESNAC, Qingdao Gulf Fine Chemical, Qingdao Baojia Automation, Zhongke Textile Research Institute (Qingdao), etc. The 13 types of product implementation standards of the unit are evaluated on the advanced nature. From the aspects of product innovation, filling domestic (international) blanks, and being stricter than the national industry standards, scientifically and rationally extracting advanced indicators, comparing the excellent standards of enterprises or groups, etc., The final achievement is the "domestic leading, international first-class" level of the Qingdao standard, allowing each advanced evaluation index to "speak" for high-standard products.

In Haier, the Kaos Industrial Internet Platform has been deeply cultivated and deployed around "technology patentization, patent standardization, and standard industrialization". At present, a 1+6 R&D system has been created. 1 represents the world's first 5G+ mass customization test and verification platform, and 6 refers to 6 laboratories that undertake the research and development of key technologies such as artificial intelligence, big data, 5G, advanced manufacturing, and networking. , according to key technologies to declare more than 500 national invention patents and utility models, and more than 400 software copyrights.

At the same time, integrate core patents, lead and participate in 6 international standards IEEE, IEC, ISO, UL, etc., and more than 40 national standards, covering mass customization, AR/VR, industrial Internet, intelligent manufacturing, artificial intelligence, logo analysis, Big data, etc. At present, Haier Kaos has become a leader in the domestic industry in the field of standards, and has empowered, promoted and implemented the standard results to industries such as home appliances and smart equipment to achieve a benign interaction between standards and industries.

In order to build "Quality Qingdao", the local standards of "Administrative Measures for Demonstration Bases of High Quality Products" have been issued, regional brands have been cultivated, industrial quality has been improved, and industrial agglomeration effects have been exerted. By holding an international standardization forum and building an international standardization exchange and cooperation platform, with the themes of "standards make the city smarter" and "international standards and the fourth industrial revolution", the voice of China has been expressed and the impression of Qingdao has been left.

According to statistics, during the "Thirteenth Five-Year Plan" period, the city has newly added 1 secretariat of the national professional standardization sub-technical committee, 2 international working groups, and 2 national technical standard innovation bases. The number of technical committee secretariats and the number of innovation bases continued to maintain respectively. It ranks first among cities under separate state planning and sub-provincial cities.

The city led or participated in the formulation and revision of 97 international standards, 933 national standards, and 735 industry standards, the total number being higher than the sum of the "Eleventh Five-Year Plan" and "Twelfth Five-Year Plan". The city's traditional advantageous fields such as food textiles, machinery and equipment also have emerging industries such as industrial Internet and artificial intelligence.

The city has completed 70 national-level standardization pilot demonstration projects, covering 14 categories. Among the national-level standardization pilot demonstration projects carried out by the National Standards Commission, the number and category rank first in similar cities in the country, and the city's main indicators of standardization work are in the forefront of the country. .

Appearance drawing of the first phase of the National Quality Infrastructure (Qingdao) Headquarters Base

(Source: Peninsula Metropolis Daily, Peninsula All Media Reporter Wang Yuan)