The "World Managers' Annual Meeting" co-sponsored by the World Managers Group (icxo.com), the World Brand Lab and the World Media Lab was held in Beijing on December 17, 2019. At the meeting, the "World Top 500 Brands" for 2019 was released.
As one of the four new Chinese brands on the list, XCMG (XCMG) for the first time ranked on the list of the world's top 500 brands, ranking 427th in the overall list, 38th in Chinese brands, is also the only selected company in the domestic industry.
Lu Gong, President of Xugong Machinery, academic dean and chief professor of European School of Business Administration, Dr. Ziv Carmon, Columbia University School of Business professor and director of management Adam Adaminin Delegates were invited to attend the conference and delivered keynote speeches.
XCMG China Power
The World's 500 Most Influential Brands, released for sixteen consecutive years, is based on the brand's world influence. According to the three key indicators of Brand Influence, namely Market Share, Brand Loyalty and Global Leadership, the World Brand Lab conducts research on 8,000 well-known brands worldwide. After comprehensive evaluation, the world's 500 most influential brands were launched.
On the list of the world's top 500 brands, XCMG and 40 Chinese brands including State Grid, Tencent, Haier, Industrial and Commercial Bank of China, Huawei, Alibaba, China Resources, China Mobile, Sinopec, Air China, and China Aerospace Science and Technology Industry were successfully selected.
Today's brands face a high degree of customer focus on personalization, personalization, and zero-resistance transactions. At the same time, new technologies such as artificial intelligence, blockchain, and the Internet of Things also have a significant impact on brand building. This year's annual conference is centered on the theme of “Competition or Cooperation: Brand Strategy of Multinational Companies in an Era of Digital Darwinism”. Effective communication was conducted and discussed in depth.
Aiming at the global marketing strategy of Chinese brands in the digital age, Adam Galinsky believes that "in the global market where brands are highly competitive, companies often face unexpected crises created by themselves. Any multinational brand should prepare a quick , Open, sincere and long-term crisis management, especially brand apology. Apology can win brand loyalty. "
Innovation is the acceleration engine of brand power in the new era. Based on XCMG's 76 years of manufacturing industry accumulation and exploration practice, President Lu Chuan believes that the key to strengthening the brand is leading technology, reliable quality, customer value, and emotional identity. XCMG has always been adhering to the innovation of high-end products, technologies and standards, making innovation the soul and backbone of driving the brand's high-quality development, and building the cornerstone of a century-old store.
Building a strong nation with a strong brand
Participating entrepreneurs and the media profoundly realized that in the digital age, Darwinism is that in the digital age, enterprises should quickly transform into digital enterprises, participate in the digital economy, wait and wait, and even slow-reacting brands will be eliminated. .
In an interview with CCTV CGTN, President Lu Chuan also stated his point of view: The future competitiveness of manufacturing brands lies in digital competition. The key lies overseas and in high-end markets. Chinese brands can only adapt to digital transformation, continue to empower brands, and internationalize Strategy as a leading strategy, integrating global resource advantages, forming a multinational operating "carrier fleet" and a world-class management and control platform, and continuously moving towards the high end of the value chain, can we accelerate the "three transformations" of Chinese manufacturing, and we can truly claim to have global leadership Power of world-class brands.
Construction machinery is a high-end equipment manufacturing industry serving the world's engineering construction. In the digital age, it is showing new vitality and charm. In the past decades, thanks to large-scale investment and engineering construction, China's construction machinery has made great progress.
In the 1950s, XCMG began to set foot in construction machinery and was the founder, pioneer and leader of China's construction machinery industry. Since its establishment in 1989 as a model of national group reform, the XCMG brand has been integrated and maintained the No. 1 position in the domestic industry for 30 consecutive years. In 1999, the list of the top 50 global construction machinery was monopolized by foreign brands. There was only one XCMG, and it was very weak and controlled by others. Today, Chinese brands headed by XCMG occupy 12 seats. XCMG ranks sixth in the global industry and is the only Chinese brand that has continuously entered the top ten.
As the world's leading brand consulting, research and evaluation agency, the World Brand Lab is chaired by the 1999 Nobel Laureate in Economics, Professor Robert Mundell, and is wholly owned by the World Manager Group (icxo.com). The World Brand Lab is committed to brand valuation, brand strategy, brand naming, and brand protection. Its expert consultants come from world-class universities such as Harvard University, Yale University, MIT, Oxford University, Cambridge University, and its research results have become An important basis for the evaluation of intangible assets in the process of corporate mergers and acquisitions.