Since the turn of the millennium, the rapid development of chip semiconductor, information technology, green energy and other technologies has brought about constant changes in all walks of life. Nowadays, intelligent digital revolution is to a sweeping appearance challenge to the traditional industry, in industrial manufacturing, for example, from product development, supply chain, distribution, marketing, retail and service, each link of industrial manufacturing experience brought by the development of science and technology innovation, constantly bring about greater value.
Under the wave of global smart manufacturing green transformation, China is leading.
In this wave of digital, intelligent and green transformation revolution, many countries and regions around the world have launched corresponding research projects. Germany's "Industry 4.0" project points to the fourth industrial revolution, the age of intelligence (industry 1.0 is the age of steam engines, industry 2.0 is the age of electrification, and industry 3.0 is the age of information). The core content of "Industry 4.0" project is to use the Internet of Things information system to digitize and intelligent the information of supply, manufacturing, sales and other production links, so as to achieve fast, effective and personalized product supply.
Accordingly, in 2015, China issued an action plan for the first decade of China's manufacturing power strategy, called "Made in China 2025", which regards manufacturing as the only way for China to improve its comprehensive national strength, ensure national security, and build a world power. The recent 14th Five-Year Plan and 2035 vision goal point out that China's industrial manufacturing industry will accelerate the process of automation, intelligence and digitalization. "We will continue to focus our economic development on the real economy, accelerate the building of a country that is strong in manufacturing and quality, promote the deep integration of advanced manufacturing and modern services, strengthen the leading role of infrastructure, and build a modern industrial system featuring the coordinated development of the real economy, scientific and technological innovation, modern finance and human resources." The 14th Five-Year Plan and 2035 target cover all aspects of China's future development, such as society, economy, ecology, industry, science and technology.
China's industrial manufacturing industry, empowered by artificial intelligence, big data, human-computer interaction, automation and other technologies, is ushering in a new order.
The increasingly mature intelligent manufacturing industry in China.
As China's pillar industry, manufacturing has made a huge contribution to China's GDP. In 2020, China's GDP exceeded 100 trillion yuan, an increase of 2.3% in real terms. The industrial sector's GDP reached 31.3 trillion yuan, accounting for 30.8 percent of the country's total economic output and registering a 2.4 percent growth. The GDP of the manufacturing sector was 26.59 trillion yuan, an increase of 2.3 percent in real terms, accounting for 26.2 percent of the total national economy.
According to the "2021H1 China Intelligent Manufacturing Special Research Report" by iiMedia Research, the scale of the national industrial software market reached 1974 billion yuan in 2020, and the scale of China's intelligent hardware market reached 1074.7 billion yuan in 2020, with a year-on-year growth of 67.1%. With the rapid expansion of industrial Internet and the rapid development of information transmission technology, the application scenarios of China's intelligent manufacturing industry have begun to penetrate into various industries, promoting the intelligent development of automobile, 3C electronics, medical and other industries.
In the medical field, enterprise resource management system (ERP), manufacturing execution system (MES), sensors, actuators and other systems are interlinked and interdependent. Enterprises can connect various sectors through digitalization, use edge computing, digital delivery and other technologies for data collection, information exchange and storage, maximize the use of technical resources, and advance the innovation of organization management, business management, process management and system construction in stages. For example, during the pandemic, the healthcare industry used teleconferencing solutions and content sharing and collaboration technology to allow doctors to check patients' conditions and characteristics without entering the room, and to call in experts from all sides for consultations at any time. It can even help doctors in remote areas and at the grassroots level to connect more resources and address the shortage of medical personnel, capacity and equipment.
As a major steel manufacturing country, China's crude steel output reached 1.05 billion tons in 2020, up 8.3 percent year-on-year. The iron and steel industry can improve efficiency, reduce labor costs, improve quality and reduce production losses through digitalization. In the process of intelligence, the iron and steel industry has gradually established information, digital, market data-oriented marketing methods. At the same time, sustainable development is regarded as one of the main strategic directions. In 2020, the NC rate of key manufacturing processes exceeded 65%, and the ERP equipment rate also exceeded 70%.
Intelligent manufacturing digital green transformation development of brand building revolution.
Intelligent manufacturing green transformation has become the development route of all walks of life. This revolution has led to a dramatic increase in efficiency as well as cost reductions. For traditional heavy industry, this is both an opportunity and a challenge.
Tou Bao Research Institute pointed out that compared with finance, transportation, retail, tourism and other industries with a faster speed of digital transformation, the digital degree of iron and steel enterprises is still at a low level, and there is still a lack of intelligence in production, transportation, analysis, strategy and other aspects. In 2020, the digitization rate of enterprises in China's steel industry was only 30%. For the steel industry as an example of heavy industry, transformation is an imminent thorny problem. In this transformation process, brand building plays a pivotal role.
In the construction of digital green transformation brand of industrial manufacturing industry, the customers of industrial manufacturing industry that Huanshi has served for many years generally face the following problems. First of all, when the scale of traditional manufacturing enterprises gradually expands, how do enterprises define their own brands? Secondly, when many industrial enterprises are committed to smart manufacturing green development solutions, how can industrial manufacturing enterprises differentiate their brands? Thirdly, when brand strategy is upgraded or refreshed, how to publicize brand culture internally and make a sound externally through clear brand definition and communication. Finally, when the brand strategy is upgraded, how to match the brand visual image of the new strategy. These problems frequently make domestic and foreign traditional industrial manufacturing brands in trouble, among which there is no lack of top 100 enterprises in the industry. Therefore, we should focus on how to carry out the green transformation brand building revolution under the digital background of intelligent manufacturing.
First, in the construction of green development brand of intelligent manufacturing industry, the most important first step is to clearly define its own brand. In terms of brand positioning, enterprises should consider how to perfectly combine the rational core concept of the brand with the perceptual value image. Traditional heavy industry often lacks control over this combination. The core concept of rationality refers to the advantages of meeting the needs of the target audience and the core selling points of the enterprise. The perceptual value image is related to the preferences of target users, and combines it with the core concept of brand rationality, and takes into account the green transformation development strategy advocated by the international community, so as to further help the brand to establish user cognition and improve brand image and user loyalty.
Second, when many industrial enterprises are committed to intelligent manufacturing solutions, how to differentiate the brand -- the core value of the brand is the focus throughout. It is not only a slogan, its value is not limited to brand marketing, but can form a strong gathering force inside and outside the enterprise, whether internal staff cohesion upward, or external user reputation, all depend on the establishment of the core value of the brand.
Third, when brand strategy is upgraded or refreshed, accurate and effective voice is crucial. Enterprises need to carry out brand culture promotion internally, and transfer brand concepts such as mission, vision and values to internal employees; External brand communication, clear brand essence, characteristics, commitment, definition, core competitiveness and other advantages spread to customers, partners and investors.
Finally, when the brand strategy is upgraded, how to match the brand visual image of the new strategic direction? Enterprises need to establish a brand visual identity system in line with their own while making clear the direction of new brand strategy development, starting from brand culture and positioning to each contact point of brand experience, to ensure the standardization and unity of brand visual communication.
In the digital era of information explosion, traditional manufacturing industry is likely to be drowned in the ocean of information by homogeneous competitive products when it makes use of intelligent green transformation. Brand building is a powerful tool for enterprises to achieve "differentiation". In the future brand business war, in addition to knowing oneself and enemy, it is also the top priority to clarify the positioning and core value expression of one's own brand. Therefore, enterprises need to do both internal and external repair, in the digital era of intelligent manufacturing to better complete the brand building work of green transformation and development.
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Hauns is a creative strategic thinking to import brand growth of the consulting company, we have a broad international perspective, to import brand within the creative strategic thinking, through the research analysis, strategic positioning, brand design and other professional core ability, build a complete brand system from inside to outside, with professional services for the brand, Help enterprises to achieve real brand growth, brand recognition image of a new look!
