Zhejiang Is Promoting "Zhejiang Manufacturing" Quality Brand Building

From now on, even Zhejiang enterprises can not label products at random.

Logo, because Zhejiang province is promoting the "Zhejiang manufacturing" quality brand construction, has determined that "Zhejiang manufacturing" is the public of Zhejiang manufacturing enterprises.

And regional brands represent not only high quality Zhejiang.

It also includes Zhejiang's reputation, Zhejiang's image, Zhejiang culture and Zhejiang's strength.

Enterprises using the "made in Zhejiang" logo must pass strict certification to confirm that products and enterprises achieve excellent quality level.

Zhejiang Province vigorously promotes "Zhejiang manufacturing" brand building, the goal is to make "Zhejiang manufacturing" into "China made" benchmarking and "Zhejiang economy" golden signboard.

Finally, in the global market, products with the "made in Zhejiang" symbol are selling more and selling better than the products made in China. The ultimate pursuit is to catch up with "made in Germany" and "made in Japan", but the cost is more advantageous.

The provincial government first heard the report on the brand building of "made in Zhejiang" at the executive meeting, and then held the provincial and county level three governments' participation in promoting the "Zhejiang manufacturing" brand building conference, and the governor personally mobilized and deployed the work.

The "Zhejiang made" brand building promotion association was set up, issued the "Zhejiang made" brand image logo, introduced the "made in Zhejiang" brand, promulgated the "Zhejiang manufacturing" standard, and jointly launched the series of "finding the leader in Zhejiang manufacturing".

The first batch of products with "Zhejiang made" and "product" logo appeared in the Zhejiang trade fair and the Expo, which attracted the attention of Chinese and foreign businessmen.

The "Zhejiang manufacturing" international certification alliance was established, and 5 international certification bodies participated in the "Zhejiang manufacturing" certification.

The newly established 31 pilot counties (cities and districts) have set up work leading organizations, issued work promotion policies, and started the group standard development of more than 100 "made in Zhejiang" products, which are included in key cultivation plans, and hundreds of training enterprises started the benchmarking process.

At all levels of Party committee and government attach great importance to this year, Zhejiang province to promote the "Zhejiang manufacturing" quality brand building work enthusiasm, as the temperature is climbing at the same time.

Xia Baolong, Secretary of the Zhejiang provincial Party committee (left five), listened to the "deputy director of the Provincial Quality Supervision Bureau" at the Zhejiang trade fair to do the "brand made in Zhejiang" brand description.

"Made in Zhejiang" -

Build the core of Zhejiang's upgraded version of the economy

Although the meeting has been over for more than a month, reporters in city, county and enterprise visits to see that business operators and grass-roots cadres of the then governor Li Qiang in promoting the "made in Zhejiang" conference speech still fresh, think that the speech "Zhejiang manufacturing" in the overall importance of the development of the analysis is very thorough.

Li Qiang pointed out that the upgrading of manufacturing industry is an important way to cross the "middle income trap" and break through the "high income wall". The brand of "made in Zhejiang" is to focus on the supply side of the manufacturing industry, focusing on standard filing, quality upgrading and brand synergy, to solve the problems of low industrial level, insufficient brand internationalization and weak competitiveness of enterprises.

Li Qiang attached great importance to the "Zhejiang made" brand building. In addition to listening to the reports of the Provincial Quality Supervision Bureau and other departments for many times, he attended the promotion conference and went deep into the grass-roots research.

In August last year, he led the vice governor Zhu Congjiu and the heads of relevant departments to do special research in Hangzhou, and held an enterprise symposium to listen to opinions.

In this survey, Li Qiang pointed out that without high quality and high level "made in Zhejiang", consumer demand can hardly be stimulated, so it is difficult for enterprises to achieve high efficiency and the real economy is hard to get rid of "low end locking".

The core of the "upgraded version of Zhejiang economy" is to create an upgraded version of Zhejiang to achieve high quality and high level local manufacturing.

Indeed, over the past 30 years since the reform and opening up, thanks to the pioneering spirit of Zhejiang's "pioneers", Zhejiang's manufacturing industry has developed rapidly, foreign trade has prospered, and the income of urban and rural residents has become the most active and affluent part of China's economy.

However, the manufacturing industry in Zhejiang is mainly concentrated in traditional industries. Small and medium-sized enterprises are mostly engaged in OEM, raw materials processing, imitation production, without their own brand and core technology, and occupy the market by competition of low cost and low price.

How to rebuild Zhejiang's new advantages has become the central task of Zhejiang's Party committee and government in recent years. At the three plenary session of the thirteen session of the Zhejiang provincial Party committee held in May 2013, the first decision was made to "comprehensively enhance the influence of Zhejiang's manufacturing brand".

"Made in Zhejiang" -

Innovative product and enterprise comprehensive certification system

Faced with the decision of the provincial Party committee, the Zhejiang quality watchmen actively took action. At that time, the director of the Provincial Quality Supervision Bureau, Gao Ying Zhong, who had only been in office for two months, took the role of quality supervision function as a guide to the upgrading of manufacturing industry as an important research topic of the quality supervision department.

"To adapt to the overall situation of change, we must make up the short board of quality and brand, and achieve high standard, high quality and high end through management innovation and technological innovation, and reconstruct the new competitive advantage created by Zhejiang."

Having a background in France, Gao Ying Zhong realized that drawing on the experience of "made in Germany" and "made in France" and combining with the reality of Zhejiang, we could explore the system of "legal protection advanced standards conformity assessment", leading more industries to carry out scientific and technological innovation and break through from "low, small and weak".

Under his arrangement, the Quality Supervision Bureau of the Provincial Quality Supervision Bureau took the lead, and launched a thematic study on how to build the brand building mechanism of "Zhejiang manufacturing".

In early 2014, in accordance with the requirements of "enterprise subject, market recognition, social participation and government supervision", a concept of "Zhejiang manufacturing" brand system was initially formed by implementing a high level of strict "Zhejiang manufacturing" brand certification with the core of "regional brand, advanced standards, market certification and international recognition".

This creative work idea of quality supervision personnel has been highly affirmed by the leaders of the provincial Party committee and the provincial government. In September of that year, the provincial government issued opinions on building "Zhejiang made" brand, and promoted the brand construction of "Zhejiang manufacturing" as a new way and measure to comprehensively enhance the overall quality and comprehensive image of Zhejiang products.

The Zhejiang Provincial Quality Supervision Bureau's innovation has also been strongly supported by the National Commission for inspection and supervision. The Commission has written to Zhejiang to establish the "Zhejiang manufacturing" certification process in accordance with the relevant requirements.

"Made in Zhejiang" is a comprehensive certification of enterprises and products in strict accordance with high standards. It is an innovation of quality certification.

The general requirements of the "Zhejiang manufacturing" evaluation standard require that the application certification products and enterprises must have four characteristics: "advanced, innovative, driving and responsible".

The enterprise management part requires the certification enterprises to adopt the excellent performance management mode.

The "Zhejiang made" product standard requires that the quality level must reach the domestic first-class and international leading position.

Wang Qing, director of Quality Bureau of Zhejiang Quality Supervision Bureau, said that this is a brand building system that integrates Zhejiang's good products, good enterprises and Zhejiang spirit. Good products require Zhejiang's products not only to lead in quality, but also to have technological innovation and proprietary intellectual property rights with core technology.

Good enterprises require enterprises to introduce advanced management models and methods such as excellent performance management in management. They should embody the spirit of Zhejiang enterprises in terms of honesty and law-abiding management, environmental improvement, resource protection and social responsibility.

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"Made in Zhejiang" -

Using authentication to activate two energy fields of government and market

In order to activate the market "invisible hand" with the government's "visible hand", Zhejiang, while focusing on the cultivation of pilot counties, supports enterprises to voluntarily declare "Zhejiang manufacturing" certification, and encourages domestic and foreign reputable certification bodies to carry out "Zhejiang manufacturing" certification.

"Made in Zhejiang" is promoted according to the mode of "enterprise self affirming bid + third party certification + government supervision + social acceptance".

In addition to the "Zhejiang manufacturing evaluation standard" standard, other product standards are formulated by enterprises and industry organizations.

In order to strengthen market supervision, especially establish the joint and several liability system for certification of "made in Zhejiang", the third party certification bodies and producers are jointly and severally liable.

In order to improve the quality of certification and expand international mutual recognition, the Zhejiang Quality Supervision Bureau has organized the "Zhejiang manufacturing" certification alliance, and has worked with IQNet international certification alliance to win the recognition of the "made in Zhejiang" product. It has been recognized by 34 members of the alliance. Recently, 5 international certification bodies, including the US UL company, the T international inspection group, the T V South Deutsche Great China group, the Intertek Tianxiang group and the standard standard Technology Service Co., Ltd., have joined the establishment of the Zhejiang manufacturing international certification alliance to further enhance the international recognition of "Zhejiang manufacturing".

"Zhejiang manufacturing" certification is a process for Zhejiang enterprises to set benchmarks, benchmarking, reaching standards and constantly striving for excellence.

Hang Yang company has actively set up a higher standard for international advanced enterprise benchmarking, and the key indicators of products catch up with the international advanced level, not only replacing imports, but also selling products to the German cradle of technology.

Yu Liang, director of the strategic marketing department of Hangzhou, Zhejiang's "made in Hangzhou" brand, said that the company displayed the good products of Zhejiang to the world with the help of "made in Zhejiang".

At present, they have registered trademarks in more than 120 countries and regions, and the rate of overseas independent brands has reached 85%.

The new territories pump industry has achieved 17 improvement in product quality through benchmarking, more than 400 lean results have been released, and industrial chain synergy has been strengthened, achieving a one-time pass rate and energy efficiency double increase, and the year-on-year profit increased by nearly 80% over the same period.

The rookie group has passed the "Zhejiang made" standard and the German GS standard double certification, and has obtained the green pass to the EU market. The rookie luggage has become the designated product of Boao forum and G20 summit in Asia.

In order to let the market drive the "made in Zhejiang", Zhejiang has increased the financing support for "Zhejiang manufacturing" brand enterprises, and has listed the "Zhejiang made" brand enterprises in the listed reserve business as the priority, giving priority to procurement of "Zhejiang made" certified products in government procurement, government investment and subsidies, and state-owned enterprise investment.

The overseas brand registration, advertising items and exhibition items of "made in Zhejiang" brand enterprises shall be supported by relevant funds to promote the development of foreign trade and economic cooperation.

The unique charm and effect of the "made in Zhejiang" system has also attracted the attention of local governments. In the first batch of pilot projects, 7 pilot counties (cities and districts) invested about 20000000 yuan in policy guidance.

We shall reward and subsidize the development of the "Zhejiang manufacturing" group standard and the implementation of "Zhejiang manufacturing" certification.

Up to now, the "Zhejiang made" brand has carried out a pilot project to cultivate 91 industries, 344 pilot enterprises, and 45 related standards have been formulated and issued. 29 leading enterprises have obtained 47 certificates.

"Made in Zhejiang" -

Guide quality with high standards

High quality comes from high standards. In advancing the "Zhejiang manufacturing" certification and brand building, Zhejiang has always built the advanced standard system as the basic support for "Zhejiang manufacturing" brand building.

The "Zhejiang manufacturing" brand promotion association of Zhejiang province was jointly sponsored by a group of leading enterprises, universities, research institutes, testing and certification bodies. It mainly undertook the work of standard establishment, certification supervision, brand cultivation and promotion of "made in Zhejiang".

Shu Yinggang, director general of the association, said that based on the application and recommendation of the enterprises and industries, the Association selected the best products in the manufacturing enterprises of the whole province according to the brand positioning and overall planning of "made in Zhejiang", and formulated standards by social organizations and industry representatives.

In the process of making these standards, enterprises are encouraged to take an active part in it, and it is a complete marketization process.

In the pilot industry and products, the relevant group standards of "made in Zhejiang" products have reached or surpassed the international advanced and domestic first-class standards.

Feida environmental protection led by the "electrostatic precipitator" Zhejiang manufacturing group standards, to achieve new material breakthroughs and emissions close to zero stringent requirements, the realization of the enterprise technology innovation driven standard development, to promote the development of standards to promote market competition.

The two national standards developed by YOUNGOR group have been widely applied in the industry.

Only one piece of "cotton ironed shirts" has condensed 8 invention patents, and the quality is comparable to the international standard.

The high end equipment enterprise Hangzhou Hangzhou steamer shares is internationally advanced standard as the benchmark, and has become the world's second company that can provide 100 thousand kilowatt class industrial steam turbine technology and products to the market.

The 2 pump products "Zhejiang manufacturing" group standard issued by Wenling water pump industry has put forward for the first time the threshold value of toxic and harmful substances in raw materials, and the 3 indicators exceed the national standard requirements. The 9 parameters fill the gaps in the domestic standards, and the energy efficiency requirements reach the EU level.

According to the plan, in order to strengthen the standard supply, Zhejiang will speed up the construction of seven trillion industries covering information, environmental protection, high-end equipment, advanced manufacturing industries such as numerical control machine tools, electrical machinery parts, textile, clothing, leather and other traditional advantageous industries, and the "Zhejiang manufacturing" standard system of yellow rice wine, celadon and other classic industries.

At the same time, the industrial park should be promoted and upgraded according to the "made in Zhejiang" standard.

We should promote the "made in Zhejiang" standard to international standard and drive the "Zhejiang manufacturing" brand to "go out" with the standard "going global".

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"Made in Zhejiang" -

Opened the quality supervision department to change the functional channel.

The comprehensive promotion of "Zhejiang made" brand construction benefits from the high attention of the provincial Party committee and the provincial government. It benefits from the leadership of the provincial government, and is also inseparable from the untiring efforts of the provincial quality supervision system cadres and workers.

Two years of hard work, sweat and more harvest.

The biggest achievement is that the function of quality supervision has gained the attention of the Party committee and the government. The Zhejiang provincial Party committee and the provincial government have upgraded the strategy of building "Zhejiang made" brand and implementing quality Province, standard province and brand strong province to the height of "combination boxing" in the pformation and upgrading of the whole province.

At the provincial economic work conference, Xia Baolong, Secretary of the provincial Party committee, explicitly demanded that the Quality Supervision Bureau and other departments should further play a role in the short board, actively plan new tricks, and use the new "boxing law" to promote Zhejiang to take the lead in the quality era, the standard era and the brand era.

In the past two years, vice governor Zhu Congjiu repeatedly led quality supervision cadres to conduct in-depth investigation and research, and hand in hand guidance to quality supervision departments to deepen the work of "three strong one manufacturing".

Another harvest is that the quality supervision department has realized the pformation and innovation of its own working mode in the process of promoting "Zhejiang manufacturing".

Zhejiang Provincial Quality Supervision Bureau is now accelerating the pformation from pure administrative law enforcement departments to providing comprehensive services for basic public products.

In the work structure, we have cleared the thread of the government and the market.

The Zhejiang Provincial Quality Supervision Bureau actively explored the way of government management that accords with the WTO rules, clarifying the role of the government and the market in promoting the regional public brand construction, and making the market function more fully developed.

By formulating standards, giving full play to the role of third party certification bodies and testing institutions, and strengthening the supervision of the government through rules and data, we will form a new way to pform and lead the upgrading by means of standards.

On the promotion of work, it has integrated the kinetic energy of quality supervision departments, local governments, relevant departments and social organizations.

Zhejiang Provincial Quality Supervision Bureau attaches importance to strengthening the effective link between quality supervision function and the pformation and upgrading of the "combined boxing" in the key work, and tries to promote the linkage between the provincial, municipal and county governments and departments, and focuses on the gathering of industry associations, universities, scientific research institutions and quality intermediary organizations.

In the specific work, we actively link the business entities with government departments and various social organizations, docking the needs of enterprises, and implementing measures to help them.

Through the establishment of the "Zhejiang made" brand training camp, we will carry out activities such as "Zhejiang manufacturing" standard development and promotion, "Zhejiang manufacturing" certification guidance, etc., to collect high-end quality, technology, standards, and certification personnel resources at home and abroad, and guide enterprises in benchmarking, reaching standards and licensing.

The 3 year action plan of "Zhejiang made" brand construction has been published recently, which has drawn up a beautiful blueprint for the development of "Zhejiang manufacturing".

According to the plan, Zhejiang province should make more than 100 standards of "Zhejiang manufacturing" every year, and cultivate 30 Zhejiang made brand enterprises.

By 2018, there will be more than 300 standards of "made in Zhejiang", with more than 10 standards for participation in the formulation of international standards and more than 200 national standards. The enterprise's advanced standards should be more than 60%, and the number of newly added SMEs will be over 1.

"Made in Zhejiang" - sharing the good quality of the world.

Recently, the "Zhejiang made" brand exhibition and exhibition were held in the Ningbo Expo and the central and Eastern Europe product Fair held in Ningbo, Zhejiang. The products marked by "Zhejiang made" and "quality" were unveiled in the two enterprises of the kitchen and new fashion bags, which attracted the attention of many guests and Chinese and foreign media.

"Made in Zhejiang", is making unremitting efforts to establish the position of "made in China" with the explorer's unfavorable attitude.