"2023 guangzhou state-owned enterprises time-honored brands white paper" released! three new chinese time-honored brands added
2024-09-03
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recently, the "2023 guangzhou state-owned enterprise time-honored brand white paper" was officially issued under the guidance of the guangzhou state-owned assets supervision and administration commission and produced by the guangzhou time-honored brand company under the guangzhou state-owned assets management group and a third-party professional organization. as of now, there are 85 time-honored brands at the chinese, provincial and municipal levels in guangzhou's state-owned enterprises, accounting for more than half of the city's time-honored brands. among them, there are 32 chinese time-honored brands, accounting for 89% of the city and 44% of the province. compared with 2022, there are 3 new chinese time-honored brands (pearl river piano, pisces, likoufu), and 2 new guangzhou time-honored brands (baiyunshan and wuyang brand).
time-honored restaurants and medical institutions account for the majority
the "white paper" shows that these 85 time-honored brands are distributed in 10 first-level groups, including 24 in guangzhou light industry group, 19 in guangzhou pharmaceutical group, 17 in lingnan group, 8 in guangzhou state-owned assets management group, and 6 in guangzhou industrial control group. the above five groups together account for more than 87%.
in terms of industry distribution, there are 25 catering and food companies, accounting for 29% of the total; 23 manufacturing and processing companies, accounting for 27%; 19 pharmaceutical companies, accounting for 22%; 9 travel and accommodation companies, accounting for 11%; and 9 other companies (commercial services, printing, and transportation) accounting for 11%.
it is reported that in the past year, guangzhou's state-owned assets and state-owned enterprises system has actively carried out the review and application of chinese time-honored brands. the first review of chinese time-honored brands was completed, and 23 municipal state-owned enterprises' chinese time-honored brands passed the review, and 6 municipal state-owned enterprises' chinese time-honored brands that passed with conditions have basically completed rectification. at the same time, the municipal state-owned enterprises were organized to actively apply for a new batch of chinese time-honored brands, and three new chinese time-honored brands, pearl river piano, likoufu, and pisces, were added.
what are the characteristics of the time-honored brands of guangzhou state-owned enterprises? first, they have a long history of development. the average natural age of the 85 time-honored brands is 106 years old, of which 27 are over 100 years old, 7 are over 200 years old, and 2 are over 400 years old; second, they have a leading position in the industry. for example, the production and sales volume of the newly promoted "chinese time-honored brand" pearl river piano has ranked first in the world for more than 20 years, the production and sales volume of mid-autumn festival mooncakes of guangzhou restaurant has ranked first in the country for 11 consecutive years, and the production and sales volume of emperor emperor cantonese cured meats has always ranked first in the country; third, they have a profound cultural heritage. for example, guangzhou pharmaceutical group has 5 national intangible cultural heritages, guangzhou light industry group has national and provincial intangible cultural heritages such as "ivory carving" and "handmade gold", and guangzhou restaurant and tao tao ju represent the deepest historical and cultural heritage of cantonese restaurants.
from musical instruments and home appliances to soup ingredients... guangzhou's time-honored brands have created the core competitiveness of "guangdong goods" with their durable, rich, cost-effective and high-quality products. they have continuously gone global and brought in foreign products, demonstrating their strong production capacity and technical level to the world and establishing the golden signboard of "made in guangzhou".
innovative and innovative efforts to revitalize time-honored brands
it is reported that in recent years, guangzhou’s state-owned assets and state-owned enterprises have adhered to the idea of "maintaining stability, giving equal importance to production and culture, piloting first, and promoting pragmatically", and have continued to polish the "golden signboard" of time-honored brands through measures such as deepening reform, innovation-driven, market expansion, and diversified publicity.
in terms of financial support, a special fund of 50 million yuan has been arranged to support 13 projects such as brand promotion, product innovation, and market expansion of eight state-owned enterprises' time-honored brands; in terms of brand licensing management, the "notice of the guangzhou state-owned assets supervision and administration commission on strengthening the management of time-honored brand licensing" was issued and implemented, which made clear provisions on establishing an authorization management system, strengthening supervision and management of authorized parties, and signing trademark licensing contracts, so as to further standardize the authorization of time-honored brands.
the renewal of time-honored brands is also inseparable from institutional reforms. just last year, guangzhou light industry group pushed its listed company guangzhou langqi to complete a major asset reorganization. guangzhou restaurant promoted the pilot project of professional managers of secondary enterprises with taotaoju company as the target.
it is worth noting that the guangzhou state-owned enterprises’ time-honored and vibrant brands list and the guangzhou state-owned enterprises’ courtesy list were also released simultaneously with the white paper.
the guangzhou state-owned time-honored brands vitality list is based on 16 secondary indicators in five dimensions of vitality, namely market, culture, marketing, product and organization, and builds a brand index system to comprehensively sort out, stereoscopically analyze and dynamically monitor the time-honored brands of guangzhou state-owned enterprises. wanglaoji topped the list with a high score of 71.6, followed by taotaoju and guangzhou restaurant in second and third place.
in the list of gifts from guangzhou state-owned enterprises selected this time, 10 products including baiyunshan guanghua xiao chaihu granules, shuangjia home gloves, wuyang brand taro flavored ice cream cone, etc. were selected as "household goods", 10 products including chenliji tangerine peel, wanglaoji sanji tianfu combination pack, daxin culture everything ruyi tea set, etc. were selected as "souvenirs", and 10 products including guangzhou restaurant chuanyueji guangzhou city souvenir cultural and creative gift box, shuangyu small fish ball machine, wanglaoji great health ciningji refined seabuckthorn liquid, etc. were selected as "innovative new products".
text｜reporter chen zeyun
figure｜provided by the interviewee
