The Hunan Development and Reform Commission recently unveiled a provincial plan for brand development during the 14th Five-year Plan period (2021-2025). Five campaigns will be launched to promote "Xiang (Hunan)" brand, and build Hunan into a leading area in brand development in central China, and a highland of China's brand development. It is a pioneering plan of Hunan to fully implement the decisions and deployments of the CPC Central Committee and the State Council in band development, and the Three Highlands and Four New Missions Strategy.

Over the past five years, a large number of outstanding Hunan-based brands emerged, such as the innovative product brands in "three supers" and "three deeps" fields, engineering machinery industrial cluster brands, "Xiang-Gan (Hunan-Jiangxi) Red" revolution-themed regional public brand, and "Splendid Hunan" cultural and tourism brand. These brands have greatly contributed to the province's economic and social development.

The "three supers" refer to the super high-speed railway represented by the maglev train; the Tianhe-2 super computer; and, the super hybrid rice. The "three deeps" refer to deep space, deep earth, and deep sea explorations.

Brand building has been made a national strategy. The plan puts forward that, Hunan will build a complete mechanism for brand development and protection, to consolidate quality foundation of brands, and form a system of products, enterprises, clusters, and regional brands which fits in with the Three Highlands strategy. By 2025, more than 20 brands will achieve an annual sales revenue of over 10 billion yuan each, and about 10 brand enterprises each will hold more than 100 billion yuan in market value or annual revenue. Three industrial cluster brands with international competitiveness will take shape.

Five campaigns will be launched to raise the value and competitiveness of Hunan brands:
- A brand foundation consolidation campaign will help lay a solid quality foundation for brands, boost standard system construction, and improve measurement, inspection, and testing capability;
- A brand building campaign will focus on constructing a highland of advanced manufacturing brands, a province famous for modern service brands, and a base for modern agricultural brands;
- A brand innovation campaign will advance innovation in technology and management, and establish innovation platforms;
- A brand promotion campaign aims to construct a brand promotion system, take the initiative to participate in international development, and promote brands via internet; and,
- A brand protection campaign will reinforce brand protection and good faith construction, and strengthen brand culture creation. It also stresses improving internet-based data management, to better safeguard consumers' legitimate rights, advocate the spirit of model craftsmanship, and strengthen the confidence in homegrown products. 

This article is from Hunan Provincial Government www.enghunan.gov.cn.

Translator: Pang Yuehui

Chinese source: hunan.gov.cn