星级酒店

　As one of the rapidly growing industries, the tourism and accommodation industry will become the main battlefield of urban brand competition and the ability to support the operation of the city's brand.

（Meadin Li Jing）On April 19, 2018, the Brand Creates a Better Life and the 2017 (Hangzhou) Hotel MCI Awards Ceremony will open at the Landison Plaza Hotel Hangzhou. More than a dozen industry leaders, more than 200 hotel industry elite gathered in Hangzhou, a total of grand celebrations, and jointly explore how brands create a better life.

Chang Jisheng, Vice President of China Strategic Planning Institute, delivered a keynote speech titled “The Industry Mission under the National Brand Strategy”, pointing out that brand development has already bid farewell to the era of “principal economy” and towards the challenge of constantly challenging itself with quality products. A new history of 100 years of heritage.

　　Messages are as follows:

Today's topic is very good. Dear guests, everyone is good in the morning. My theme is "Industry Mission under the National Brand Strategy." The topic of today's conference is "Brand Create a Better Life" and meet the 19th theme.

Thanks to the host's introduction and thanks to the organization's invitation, I am very glad to come to Hangzhou, a beautiful city in China, and come to Hangzhou to attend today's meeting in the best season. On behalf of the China Strategic Planning Institute, I would like to congratulate the opening of this meeting.

The Brand China Strategic Planning Unit is a national think-tank institution. During its establishment, several leaders gave instructions and instructions and received strong support from the country. The birth of the Brand China Strategic Planning Institute fully embodies the importance attached to the brand at the national level. The national brand must lay a solid foundation for the industry, build a cultural lead, promote regional innovation and promote system innovation.

Brand is a highly unified and interactive coordination of culture, standards, quality, content and image, and is an important part of national strategic security. The brand China Strategic Planning Institute revisited the national strategy from the perspective of national economic security. The official approval in 2017 was "Chinese Brand Day" on May 10th. General Secretary Xi Jinping issued a speech in the spirit of three important changes in Guizhou to establish a brand organization. We are actively exploring how to play a brand role in the new stage of socialism and the new historical position, and promote the industry to accelerate into a new era of brand premium growth and brand eco-growth, focusing on the brand premium and the brand's ecosystem.

The people’s demand for a better life and the unbalanced and inadequate socio-economic development have become the main contradiction in the current stage of socialism with Chinese characteristics. The vigorous development of tourism and large accommodation is an important industry support for building a good life and building a beautiful city. We are gratified to see that a group of professionals represented by Maidian and those present here are devoting themselves to promoting and enhancing the brand benefits of the industry based on big data, reflecting the awareness of the industry and the understanding of the industry. We hope that the strategy will be infused with new resources and a new platform to stimulate a new vitality in the ecological construction of brand cities and the cultivation of brand systems. We jointly innovate a new commercial cooperation model.

The General Office of the State Council pointed out at the beginning of the “Opinions on Promoting Brand Leadership to Promote the Upgrading of Supply and Demand Structures”. As China’s economy develops rapidly, middle-income groups continue to expand and the consumption structure continues to escalate. Consumers’ consumption of products and services is proposed. More requirements, more emphasis on quality, pay attention to the brand's consumption, and present a personalized, diversified, high-end, experiential consumption increase. From the “12th Five-Year Plan” period, consumption has already replaced investment and become the first driving force for China’s economic growth. It is the first carriage of the three carriages. The gradual recovery of the physical retail industry has resulted in price factors that are attributable to the quality of the brand. It has become a consumer motivation that is more popular with the people and the audience. The service exceeds the product and has become the main driving force for consumer growth in 2015-2020. More and more consumers are more willing to pay for a better life and a better future. This is a new feature of consumption.

Today's consumers are shifting from coping with life to living and enjoying life. The traditional subsistence-type and material-type consumption began to give way to new types of consumption, such as development, service, humanities, and caring. The era of consumer upgrading has also brought new challenges and opportunities for tourism and large accommodation. Brands have also become the banner of industry development.

However, we still suggest that there should be cold thinking on hot topics, brands are not inscrutable, and focus is on positioning. The brand is not a stance, but a challenge to the self; a brand is not an idea economy that can solve the problems of future development and survival, but a systematic project, the era of success or failure of ideas has passed, and marketing has become marketing only with the sharp thinking. The miracle soldier has become a myth in today; the brand is not infinite investment but the investment of value. Simply investing in short-term profits for brand building will inevitably bring certain harm to the brand; the brand is not a master key but a driving mechanism. Without the support of competitive and good quality products, the power of the brand will be pale and powerless. The construction of the brand system is also different from other management systems. It is an agglomeration of the heart and the sublimation of values. It is also the integration of morality, quality, and conduct, and a hundred years of inheritance.

Dear guests and experts, China's social and economic development has entered the key points of the two hundred-year history meeting. The historical conditions of China’s reform and development are undergoing a major transformation. In the new historical orientation, how brands should advance with the times will deepen reforms. In the transformation of new contradictions, brands should solve the problems of a better life and unbalanced life. What role does full play in playing in the contradiction, and in the new goal adjustment, how does the brand stand up from being able to stand up and become rich and strong? Promote China's economy to be stronger, do better, and be bigger, how to play a brand role in the implementation of new tasks, from the 18th to raise a group of influential companies to the 19th to cultivate a world-class competitive global competitiveness From the new era, there are new goals and new tasks. This is a huge challenge that we face together. We advocate the government to guide more, the industry works hard, the experts support more, believe the power of the brand, build the brand ecology, promote the growth of the brand, and maintain the brand. The security and the value of creating a brand should be our consensus.

Here again I wish the forum a complete success. Thank you!