A few days ago, the State Council issued the "opinions on playing the leading role of the brand to promote the upgrading of supply and demand structure", making clear the main tasks and key projects of the leading role of the brand. How to tell a good Chinese brand story? How to enhance the brand influence of China? The Certification Manager combed the full text, which refers to encouraging private enterprises and other social capital to invest in inspection and testing services.

In terms of main tasks, we need to further optimize policies and regulations. We should improve the standard system, improve the measurement capabilities, inspection and testing capabilities, certification and accreditation service capabilities, quality control and technical evaluation capabilities, and constantly consolidate the quality and technology base.

The opinions put forward three major projects: building a brand infrastructure project, upgrading the supply structure, and upgrading the demand structure. Among them, building brand infrastructure projects:

1, the implementation of higher quality standards. We should strengthen the standard revision work, raise the standards of related products and services, and promote the integration of international and domestic standards. Enterprises should be encouraged to set up enterprise standards that are higher than national standards or industry standards, support the transformation of patent technology with core competitiveness to standards, and enhance the market competitiveness of enterprises. We should speed up the pilot work of group standard setting to meet the needs of innovation and development to diversify standards. We should implement the self declaration and supervision system of enterprise product and service standards, accept social supervision, and improve the internal driving force and external pressure of improving the quality of enterprises.

2, enhance inspection and testing capabilities. We should strengthen the construction of inspection and testing capabilities and enhance the level of inspection and testing technology and equipment. We should speed up the transformation of qualified inspection, testing and certification institutions and promote the marketization of inspection and certification services. Encourage private enterprises and other social capital to invest in inspection and testing services, support qualified manufacturing enterprises to apply for relevant qualifications, and provide inspection and testing services to the community. We should break the monopoly of sectors and trade barriers, and create a good environment for inspection and testing institutions to participate in competition equally, and form an authoritative and credible third party inspection and testing organization as soon as possible. We should strengthen the research of national measurement base standards and the study of standard materials, and promote the extensive application of advanced measurement techniques and methods in enterprises.

The full text of the observations is as follows:

The general office of the State Council plays a leading role in brand development

Views on upgrading supply and demand structure

No. 2016 of the State Office [44]

The people's governments of all provinces, autonomous regions and municipalities directly under the central government, ministries and commissions under the State Council, and institutions directly under the State Council:

Brand is the comprehensive embodiment of the competitiveness of enterprises and even the state, representing the upgrading direction of supply structure and demand structure. At present, the brand development of our country lags behind economic development seriously. The problem of product quality is not high, innovation ability is not strong, and enterprise credit consciousness is weak. In order to better play the leading role of the brand and promote the upgrading of the supply structure and demand structure, with the approval of the State Council, the following opinions are put forward:

I. significance

With the development of China's economy, the income of residents has increased rapidly, the middle income group has been expanding continuously, the consumption structure has been escalating, consumers have put forward higher requirements for the consumption of products and services, pay more attention to quality and pay attention to brand consumption, showing the characteristics of personalization, diversification, high-end and experiential consumption. Giving play to the leading role of the brand and promoting the upgrading of the supply structure and demand structure are the inevitable requirements of thoroughly implementing the idea of innovation, coordination, green, open and sharing development. It is an important measure to accelerate the transformation of the mode of economic development from extension to intensive intension, and from scale to speed to quality and efficiency. Giving play to the leading role of the brand and promoting the upgrading of the supply structure and demand structure are conducive to stimulating enterprise innovation and creating vitality, promoting the rational allocation of production factors, improving total factor productivity, enhancing product quality, upgrading the value chain, increasing effective supply, improving the quality and efficiency of the supply system, helping to lead consumption, creating new demand, establishing independent brand consumer confidence, digging up consumption potential, better playing the pulling effect of demand on economic growth, meeting people's higher material and cultural needs, helping enterprises to be honest and trustworthy, and strengthening corporate environmental protection, resource conservation, public welfare and other social responsibilities, so as to achieve a more harmonious, more equitable and sustainable development.

Two, basic ideas

In line with the overall requirements of the CPC Central Committee and the State Council on advancing the structural reform of the supply side, we should actively explore effective paths and methods to better play the leading role of the brand, speed up the optimization and upgrading of the supply structure, adapt to the optimization and upgrading of the leading demand structure, and provide sustained impetus for economic development. Taking the leading role of the brand as the breakthrough point, we should give full play to the decisive role of the market, the role of the main body of the enterprise, the role of the government in promoting and the participation of the society. We should focus on optimizing the policies and regulations, improving the overall competitiveness of enterprises, creating a good social atmosphere, vigorously implementing the brand infrastructure projects, upgrading the supply structure, upgrading the demand structure, increasing the quality of the supply system, increasing the quality and efficiency of the supply system, meeting the needs of the residents' consumption upgrading, expanding the domestic consumption demand, guiding the overseas consumption reflux, and promoting the total supply and supply structure to better adapt to the development and changes of the total demand and the demand structure.

Three. Main tasks

We should give full play to the role of the government, enterprises and society. We must focus on the current situation, focus on the long term, persist in tackling difficulties, and strive to solve the outstanding problems that restrict brand development and the upgrading of supply and demand structure.

(1) further optimize the environment of policies and regulations. We should speed up the transformation of government functions, innovate management and service modes, and promote the upgrading of supply structure and demand structure in order to give full play to the leading role of brands. We should improve the standard system, improve the measurement capabilities, inspection and testing capabilities, certification and accreditation service capabilities, quality control and technical evaluation capabilities, and constantly consolidate the quality and technology base. We should enhance technological innovation support and provide sustained impetus for brand development. Improve brand development laws and regulations, improve supporting policies, and purify the market environment. Strengthen independent brand publicity and exhibition, and advocate independent brand consumption.

(two) improve the overall competitiveness of enterprises. We should give full play to the role of enterprises, enhance brand awareness, work hard, improve supply, adapt to demand, and make bigger and stronger brands. It supports enterprises to increase investment in brand building, enhance their capability of independent innovation, pursue excellent quality, enrich product variety, enhance product quality, establish brand management system and enhance brand cultivation ability. Guide enterprises to operate honestly, abide by their commitments, actively fulfill their social responsibilities, and constantly enhance their brand image. We should strengthen the building of talents, give full play to the leading role of entrepreneurs, train professionals in brand management, and create a large number of highly skilled and skilled talents.

(three) create a good social atmosphere. Cohesion social consensus, actively support the development of independent brands, and help upgrade the supply structure and demand structure. Cultivate consumers' independent brand emotion, establish consumer confidence and expand their own brand consumption. We should give full play to the role of industry associations and strengthen the capacity building of intermediaries, so as to provide professional and effective services for brand building and industrial upgrading. Adhere to the correct direction of public opinion, pay attention to the growth of independent brands, and tell the story of Chinese brands.

Four. Major projects

According to the main tasks, we must carry out the following major projects in accordance with the principles of operation, implementation and landing.

(1) brand infrastructure projects. Focusing on brand influence factors, we must lay a solid foundation for brand development and create conditions for the leading role of brands.

1, the implementation of higher quality standards. We should strengthen the standard revision work, raise the standards of related products and services, and promote the integration of international and domestic standards. Enterprises should be encouraged to set up enterprise standards that are higher than national standards or industry standards, support the transformation of patent technology with core competitiveness to standards, and enhance the market competitiveness of enterprises. We should speed up the pilot work of group standard setting to meet the needs of innovation and development to diversify standards. We should implement the self declaration and supervision system of enterprise product and service standards, accept social supervision, and improve the internal driving force and external pressure of improving the quality of enterprises.

2, enhance inspection and testing capabilities. We should strengthen the construction of inspection and testing capabilities and enhance the level of inspection and testing technology and equipment. We should speed up the transformation of qualified inspection, testing and certification institutions and promote the marketization of inspection and certification services. Encourage private enterprises and other social capital to invest in inspection and testing services, support qualified manufacturing enterprises to apply for relevant qualifications, and provide inspection and testing services to the community. We should break the monopoly of sectors and trade barriers, and create a good environment for inspection and testing institutions to participate in competition equally, and form an authoritative and credible third party inspection and testing organization as soon as possible. We should strengthen the research of national measurement base standards and the study of standard materials, and promote the extensive application of advanced measurement techniques and methods in enterprises.

3, build a continuous innovation platform. We should strengthen the development of research and development institutions, support the strength of enterprises to take the lead in developing common key technologies in the industry, accelerate technological breakthroughs that restrict the development of industries, and promote innovation and development in the industry.Encourage qualified enterprises to build product design innovation centers, improve product design capabilities, and constantly develop new products according to consumption trends and characteristics. Support key enterprises to build big data platform with Internet technology, dynamically analyze market changes, and accurately position consumer demand, providing support for service innovation and business mode innovation. Accelerating the transformation of innovative achievements into productive forces will give birth to new kinetic energy for economic development.

4, enhance brand building soft power. To cultivate a number of internationally influential brand evaluation theory research institutions and brand evaluation institutions, carry out research on brand basic theory, value evaluation and development index, improve brand research level, issue objective and impartial brand value evaluation results and brand development index, and gradually enhance credibility. We should carry out the construction of brand evaluation standards, improve relevant national standards for brand evaluation, formulate operational norms, improve operability of standards, actively participate in the formulation of relevant international standards for brand evaluation, promote the establishment of a global brand evaluation system, and enhance China's international discourse power in brand evaluation. We encourage the development of a number of brand building intermediary service enterprises, build a number of brand specialized service platforms, and provide professional services such as design, marketing, consulting and so on.

(two) upgrading of supply structure. Taking the increase of variety, quality and brand as the main content, effective measures should be taken from the one or two and three industries to promote the upgrading of supply structure.

1, enrich product and service varieties. Support food leading enterprises to improve their technological R & D and intensive processing capabilities, and produce marketable functional foods for the needs of special populations. We should encourage powerful enterprises to speed up R & D, design and manufacture in the light of the hot spots in the industrial consumer goods market, and timely launch a batch of new products. It supports enterprises to make use of modern information technology to promote personalized customization and flexible production to meet consumers' differentiated demands. We should develop a number of potential tourism resources to form a modern tourism brand system supported by tourist attractions, tourist resorts, tourist leisure areas and international characteristic tourist destinations. It will increase the supply of tourism products, enrich tourism experience and meet the needs of mass tourism.

2, increase the supply of high-quality agricultural products. We should strengthen the environmental protection and source control of agricultural products producing areas, implement strict management system for the use of agricultural inputs, speed up and improve the quality supervision system of agricultural products, and gradually achieve the traceability of the quality and safety of agricultural products. We should comprehensively improve the quality and safety level of agricultural products, and vigorously develop pollution-free agricultural products, green food, organic agricultural products and geographical indications of agricultural products. Referring to the standards for planting and production of agricultural products, we will build a number of high quality agricultural products cultivation and production bases, improve the quality and added value of agricultural products, and meet the needs of high-end products. We should vigorously develop high-quality and characteristic agricultural products, support the establishment of online sales channels in rural areas, expand the sales scope of high-quality and special agricultural products, create brand names of agricultural products and geographical indications, and meet the needs of more consumers.

3, launch a batch of manufacturing products. Support enterprises to carry out strategic new materials research and development, production and application demonstration, improve the quality of new materials, enhance self-supporting ability, and provide support for the production of fine products. We will select a number of spare parts manufacturers to carry out independent research and development, testing and manufacturing of key components, improve product performance and stability, and provide reliable guarantee for quality products. Encourage enterprises to adopt advanced quality management methods to improve quality online monitoring and control and product lifecycle quality traceability. Supporting key enterprises in targeting international benchmarking enterprises, innovating product design, optimizing process flow, strengthening cooperation between upstream and downstream enterprises, and launching a number of high quality and high value-added products as soon as possible to promote the upgrading of manufacturing industry.

4, improve the quality of life services. Support the advantages of life service enterprises to integrate existing resources, forming a chain of professional services, wide coverage, great influence, and safe and secure, improving service quality and efficiency, and building a brand of life service enterprises. We should encourage social capital to invest in the construction of community endowment, and adopt market-oriented operation mode to provide the supply of high-quality pension services. Urban and rural communities are encouraged to rely on community integrated service facilities and build life service centers to provide convenient and reliable services such as home economics, child trusteeship and home care.

(three) upgrading of demand structure. Give full play to brand influence and take feasible measures to expand the consumption of independent brand products and adapt to the upgrading of consumption structure.

1., efforts should be made to boost consumer confidence. We should make full use of existing resources, build a credible product quality information platform, publish product quality information in a comprehensive, timely and accurate manner, provide services for the government, enterprises and educational research institutions, and provide a reliable and reliable basis for consumers to judge the quality of products, so as to facilitate the purchase of quality products and achieve the survival of the fittest through the market. Combined with the construction of social credit system, we should establish an enterprise credit management system, standardize enterprise data collection, integrate existing information resources, establish enterprise credit files, and gradually increase the intensity of information development and utilization. Encourage intermediaries to carry out corporate credit and social responsibility evaluation, release corporate credit reports, urge enterprises to stick to the bottom line of credibility, improve credit level, and establish a good corporate image in the minds of consumers.

2. publicity and display of independent brands. Set up the "China brand day", vigorously publicize the well-known independent brands, speak well the story of Chinese brands, and enhance the influence and recognition of independent brands. Encourage all levels of television stations, radio stations, as well as plane, network and other media, in important time, important layout of private brand publicity. China's independent brand Expo will be held regularly, and its own brand product exhibition hall will be set up at key entry and exit ports. China's independent brand exhibition will be held in important markets of the world, and the popularity and influence of the independent brand will be expanded.

3., promote consumption upgrading in rural areas. We should strengthen the publicity and popularization of the quality and safety of rural products and consumer knowledge, raise the awareness of quality and safety of rural residents, establish the concept of scientific consumption, and consciously resist counterfeit and shoddy products. We should carry out special rectification in rural markets, clean up "three no" products, and expand the market space for consumption of rural brand products. We should speed up the development of the conditional rural construction optical fiber network, support the electricity supplier and the chain business enterprise to create the urban and rural integrated business logistics system, ensure the smooth flow of brand product channels, and facilitate the rural consumer brand products, so that the rural residents can share the digital life. We will further promote the development of new urbanization and release potential consumer demand.

4., continue to expand urban consumption. Encourage the upgrading of durable consumer goods such as household appliances, furniture, automobiles and electronics to meet the needs of green, convenient and fast life. We should encourage cooperation between traditional publishing enterprises, radio, film, television and Internet companies, and speed up the development of new cultural industries such as digital publishing and Internet audio-visual services, expand consumer groups and increase interactive experience. A healthy tourism base can be built in areas where conditions permit, providing services such as providing for the aged, health, tourism and holidays to meet the needs of high-quality, healthy and leisure consumption. We should make rational use of resources such as ice and snow and low altitude airspace, develop ice snow sports and aviation sports industry, support the construction of ice snow sports camp and aviation flight camp, and expand sports and leisure consumption. Promote high-end products such as RV, cruise and yacht to meet the needs of high income group's consumption upgrading.

Five, safeguard measures

(1) to purify the market environment. We should establish a more stringent market supervision system and intensify joint enforcement actions for special rectification so as to achieve normalization of joint law enforcement, improve the effectiveness of law enforcement, and pursue ineffective law enforcement responsibilities. We must crack down on violations of intellectual property rights, manufacture and sale of counterfeit and inferior commodities, and punish criminals according to law. We should eliminate local protectionism and trade barriers, effectively prevent and stop all kinds of monopolistic acts and unfair competition activities, and maintain fair competition in the market order.

(two) remove constraints. We should clean up or abolish the regulations or practices that restrict the consumption of independent brand products, and form an institutional mechanism conducive to giving play to the leading role of the brand and promoting the upgrading of the supply structure and demand structure. We should establish a joint disciplinary mechanism for breach of faith in product quality and intellectual property rights, improve the blacklist system, and substantially increase the cost of breaking trust.We should improve the sentencing standards for crimes such as violation of product quality law, intellectual property protection laws and regulations, establish a punitive compensation system for commodity quality, and prohibit relevant enterprises and responsible persons from entering the market in accordance with the law. We should improve the system of inversion of burden of proof for durable consumer goods such as automobiles, computers and household appliances, and reduce the cost of consumer rights protection. Supporting institutions of higher learning to offer brand related courses and training professional talents such as brand creation, promotion and maintenance.

(three) formulate incentive policies. We should give full play to the guiding role of financial funds, drive more social capital investment, and support the development of independent brands. Banking financial institutions are encouraged to provide brand based trademark rights, patent rights and other pledge loans to enterprises. We should give full play to the incentive role of national awards, encourage product innovation and carry forward the spirit of craftsmen.

(four) do a good job of organization and implementation. All regions and departments should unify their thinking and raise their understanding, profoundly understand the important significance of giving play to the leading role of the brand under the new normal economic situation, promoting the upgrading of the supply structure and demand structure, earnestly carry out their tasks, push ahead with major projects, and strive to achieve tangible results as soon as possible. The relevant departments of the State Council should formulate specific policies and measures in line with the responsibilities of their departments. The provincial people's governments should formulate specific implementation plans according to the actual conditions of the region.

General Office of the State Council

June 10, 2016