12moon19World Brand Lab (World Brand Lab)2023World brand of the year500The list of "Strong" was announced.48A China brand entered the list, and China enterprise Changhong ranked first in the world brand list.285Bit, relatively2022Annual increaseoneBit. At the same time, China Air China, Changhong, Haier Zhijia, etc.35A leading brand was selected "2023China Brand Award of the Year ".
According to relevant analysis, Changhong’s outstanding performance in brand first comes from continuous technological innovation and brand innovation, and constantlyInject fashion, trend, intelligence and other connotations into the brand, andPromote brand rejuvenation and upgrading,Thus, it has built its own industrial ecological moat.
Innovation: Strengthening the Cooperation Mode of Industry-University-Research
Sichuan Changhong said on the interactive platform a few days ago that it will continue to strengthen its core competence around business directions such as smart home, industrial Internet and system solutions in specific application fields. In color TV, "Changhong" brand formed "CHiQ","Changhong ","Oboni"Brand matrix, including8KHigh brushMini-LEDNew products, including TV, have a clear trend of large screen and high end. The company’s overseas TV business achieved an output of about 100% in the first half of the year.482Ten thousand units, the sales volume is about43710,000 units, an increase of about.15%、6%, North America, the Middle East and other major markets achieved double growth. The company actively expanded overseas markets in white goods business, and realized the rapid growth of washing machine export business. In addition, the company strengthened marketing transformation and established a user-centered full-link service operation system, which promoted the formation of an online and offline omni-channel system. Changhong Jiahua, a subsidiary of the company, maintains good cooperative relations with Huawei in the fields of data storage, data communication and digital energy.
In recent years, Changhong Holding Group has actively promoted10A "stuck neck" technology and19A major technological innovation project. last year12In June, Changhong Holding Group successfully independently developed.MCUIntelligent control chip adopts ultra-low power consumption process design, which makes household appliances more energy-saving and realizes "domestic core" instead of "imported core". this yearsixIn June, Changhong once again launched the application of the world’s first artificial intelligence model in the field of TV, which made TV enter the era of "strong artificial intelligence".
Changhong’s pace of innovation is getting faster and faster.10moon11On, Sichuan Changhong Electronics Holding Group Co., Ltd. signed a strategic cooperation agreement with the University of Electronic Science and Technology of China, as well as intelligent robots.Wait for five joint laboratory agreements. The two sides will jointly build a joint innovation center, promote the transformation of scientific and technological achievements, jointly promote comprehensive and deepening cooperation, and help Changhong build its competitive advantage in industrial technology.
Liu Jiang, Party Secretary and Chairman of Changhong Holding Group, introduced that Changhong will further strengthen the positioning of Industry-University-Research cooperation in the enterprise innovation system in order to build the long-term technological competitive advantage of the company’s industry; At the same time, seek industrial investment opportunities through school-enterprise cooperation, enrich Changhong’s industrial ecology, and help the construction of the twin-city economic circle in Chengdu-Chongqing area.
Expansion: "Enterprise Aircraft Carrier" surfaced.
In recent years, Changhong has created the overall solution of "smart home" and "smart manufacturing" and strengthened the transformation and development of mature industries such as smart home appliances; At the same time, accelerate the layout of emerging industries such as new energy and semiconductors, and create new space for high-quality development, which further expands the brand extension of Changhong.
It is noteworthy that Changhong’s industrial layout presents a systematic layout, and each business does not exist and develop in isolation, but is linked or coordinated with each other. For example, its compressor, supporting the refrigerator category of mature industries; The semiconductor industry empowers smart home appliances; The layout of new energy opens up the industrial chain … Such systematic construction of business and capability has realized the value transfer and sharing within the enterprise, and provided stronger kinetic energy for the subsequent development.
Changhong Multi-industry Corps is creating more possibilities. The listing of "Huafeng Technology" also marks the formation of Changhong in the capital market.7+3"The new situation, namelysevenListed companies (Sichuan Changhong, Changhong Meiling, Changhong Huayi, Changhong Jiahua, Changhong Energy, Zhongke Meiling, Huafeng Technology),threeThree New Third Board listed companies (Changhong Minsheng, Changhong Gerun and Ailian Technology) have initially built a "corporate aircraft carrier" with two-way empowerment of industry and capital. This "enterprise carrier" has been cultivated.20A "specialized and innovative" enterprise, serving the world.100A well-known brand,fiveMore than 100 million users.
Connection: resonate with consumers at the same frequency
rainbowCHiQexistThe first show of the ski world cupIt is just a microcosm of its marketing.In recent years, Changhong has continuously injected fashion, trend and intelligence into the brand, andPromote brand rejuvenation and upgrading, and build an internationally renowned brand with global competitiveness.Changhong helped the national badminton team to compete in major international competitions and become the champion partner of the champion; and361Cross-border cooperation with other brands will enter the vision of young people in a younger and more dimensional way, providing users with multi-scene experiences.
According to relevant analysis, Changhong’s series of brand activities are constantly strengthening the connection and interaction with consumers, and looking for the resonance between the two sides in terms of values. Therefore, the leap of Changhong brand value is not only the embodiment of the strength of technology, industry, intellectual creation and marketing, but also the result of the brand resonating with the tide of the times.