Food delivery at your fingertips, widespread 5G coverage, mobile payments for almost everything... Since the implementation of the 144-hour visa-free transit policy, more and more foreigners are personally experiencing the conveniences of modern Chinese life through "China Travel," even sparking a trend of "Becoming Chinese." These seemingly everyday service scenarios vividly illustrate the vigorous development of "China Service." May 10th coincides with the tenth China Brand Day. What is the deeper significance of cultivating more "China Service" brands?
A brand is a comprehensive reflection of a company's competitiveness. Currently, there are many service industry enterprises in China, but relatively few of them are truly internationally competitive leaders and well-known brands. From the Government Work Report first proposing to "cultivate 'China Service' brands" to the latest issuance of the "Opinions on Promoting the Expansion and Quality Improvement of the Service Industry" which further outlines plans, policies have continuously sent important signals: leveraging national-level platforms like China Brand Day, China will shift from "single-point breakthroughs" in products to a "dual-wheel drive" of products and services, aiding the construction of a strong brand nation.
Cultivating "China Service" brands is an inevitable choice for economic transformation and aligns with the global trend of industrial competition. Take toys, for example: pure processing and manufacturing yield thin profits, while "Labubu," which focuses on emotional value, has reaped significant benefits from the fan economy. Strengthening service brands is precisely the key for Chinese enterprises to break away from low-price competition and charge towards the mid-to-high end of the global value chain.
Currently, the added value of China's service industry accounts for over 57% of GDP, and per capita service consumption expenditure has surpassed 46% of per capita total consumption expenditure, gradually moving away from the development stage that prioritized products over services. The previous extensive model relying on capacity expansion and low-price competition not only easily leads to homogenized competition but also struggles to meet the demands of consumption upgrading. From servitization transformation in manufacturing to experiential service upgrades on the consumption side, the mutual pressure from both industry and market forces service to become the core competitiveness of a brand.
Cultivating more "China Service" brands relies on a complete manufacturing sector as the foundational base. Leveraging its comprehensive industrial system, China has taken the lead in developing new models of service-oriented manufacturing. For instance, a home appliance brand established a "Smart Home Innovation Lab," implementing 63 "Good Home" smart scenario solutions, achieving a transformation from "selling appliances" to "selling smart home service solutions."
Upgrading consumer demand serves as a crucial driving force. Today, high-quality, personalized, and professional services have become essential. Life services such as housekeeping, elderly care, and cultural tourism are advancing towards standardization and branding. The creation of immersive cultural tourism services through cultural and creative products, and the promotion of smart elderly care branding in the health and wellness sector are precisely filling gaps in niche markets, activating a trillion-yuan service consumption market. Empowerment through technological means is the core driving force. Big data, artificial intelligence, and the Internet of Things are comprehensively empowering service upgrades, using digital tools to break the spatial and temporal limitations of services, and using "China Service" to achieve dual improvement in efficiency and quality.
Looking at the global market, the overseas expansion of Chinese brands is undergoing a paradigm shift from product supply to value delivery, gradually moving away from the old model of simply "selling products." More and more brands are embarking on a path of synergistic overseas expansion with "product + service." For example, CRRC Changchun Railway Vehicles Co., Ltd. provides integrated services including construction, operation, maintenance, and training alongside its exported rail transit projects. A smart cleaning appliance enterprise, by expanding its self-operated channels and improving its localized after-sales service system, offers integrated services like equipment debugging, fault repair, and software upgrades, bringing cleaning robots into overseas households. This new "product + service + standards" model for going global allows Chinese brands to gradually grasp pricing power in the global value chain and shed the low-end label.
Strengthening "China Service" brands is both a practical measure to address the shortcomings in China's brand development and a core lever for promoting high-quality economic development. Standing at the new starting point of China Brand Day, continuously expanding the array of service brands will give Chinese brands greater voice in the global market, steadily advancing from a manufacturing giant and product powerhouse to a globally renowned brand powerhouse.
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