On January 21, the opening ceremony of the first Brand Power Pioneer Forum, hosted by the Brand Power Pioneer Project Organizing Committee with the theme of "Brand Power, Guangdong First", was held at the National Trademark Brand Innovation and Entrepreneurship (Guangzhou) Base. Among them, Mona Lisa was selected as the "Pioneer Project of Brand Power" and received the award on site.
The pioneer project of brand power is the National Trademark Brand Innovation and Entrepreneurship (Guangzhou) Base, the Brand China Strategic Planning Institute Guangdong Research Center, and the Guangdong Enterprise Brand Building Promotion Association. In response to the national brand strategy and cultivating world-class brands in Guangdong, the Guangdong Provincial Development and Reform Commission The brand Guangdong strategy was launched under the guidance of the functional departments of the Guangdong Provincial Government, and the brand power pioneer project created five major brands: Guangdong Innovation, Guangdong Intelligent Manufacturing, Guangdong Digital, Guangdong Health, and Guangdong Culture.
Among them, those selected for the pioneer project of brand power must meet the following five conditions: 1. It must be an independent brand (a local independent brand in China, the actual controller is Chinese nationality, requiring international leadership, consumer trust, and a distinctive culture); 2. New economic development, New lifestyle leading brand enterprises; 3. The competitiveness and influence of corporate brands must be at the forefront of their industries; 4. Enterprises that have won national awards such as China Quality Award, National Science and Technology Progress Award, etc. are given priority; 5. Anyone who has appeared in the past five years Enterprises that have experienced production safety accidents, environmental pollution accidents, or product quality problems, or have been subject to administrative penalties due to violations of regulations or laws, have bad credit records in "Credit China", or are suspected of or infringing on other people's intellectual property rights will not be recommended to participate in the evaluation.
A total of 60 outstanding representative brands from Guangdong were selected to participate in the 2020 Brand Power Pilot Project. The selection of Mona Lisa among them is the organizing committee’s high recognition of Mona Lisa’s corporate brand strength. Mona Lisa will actively participate in it and jointly promote Guangdong District to become the vanguard, pioneer and demonstration area of the brand power strategy.
Mona Lisa’s brand story, value innovation and emphasis on differentiated and high-quality development are crucial factors. Under the guidance of the value innovation strategy, Mona Lisa spends no less than 3% of its operating income on research and development expenses every year to continuously innovate products and form the core value of the brand. Mona Lisa has scientific research platforms such as the National Enterprise Technology Center, Postdoctoral Research Workstation, China Light Industry Key Laboratory of Inorganic Materials, and has established a corporate research institute. On the basis of these platforms, Mona Lisa cooperates closely with well-known domestic universities and scientific research institutes. , enabling the value innovation strategy to be implemented.
Strict quality control is another key to the Mona Lisa brand being recognized and trusted by society. Mona Lisa innovatively launches "Three Beauties&rd"quo;The quality management model integrates art, greenness, and intelligence into the research and development, production, and application of architectural ceramics. Through measures such as production equipment upgrades, process improvements, and environmental protection transformation, it is stricter than the national enterprise internal control standards to achieve effective improvement. Quality and efficiency, providing high-quality, artistic and design products for beautifying architectural spaces.
Mona Lisa's industry is traditional architectural ceramics. In the past ten years, due to its emphasis on energy conservation and emission reduction, clean production, green manufacturing, and quality management, it has won many high-profile honors, such as the 3rd China Quality Award Nomination Award, national resource-saving and environmentally friendly creation demonstration enterprise, the first batch of green factory demonstration units of the Ministry of Industry and Information Technology, National Demonstration Energy Management Center, Foshan Environmental Protection Integrity Green Card Enterprise for five consecutive years from 2015 to 2019.
Telling brand stories well and highlighting cultural heritage are conducive to the long-term development of brand building. In recent years, Mona Lisa has actively connected with consumers through sports events. From the early years, it sponsored the local women's dragon boat team and the Guangdong Provincial Wushu Sanda Team, to joining hands with Sohu to support China's Beijing Gymnastics Team at the 2008 Olympics, winning the bid for the construction of 13 venues for the 2010 Guangzhou Asian Games, and cooperating with the Italian club Inter Milan in 2018. Became the official partner of the 18th Jakarta Asian Games, and signed a contract in 2020 to become the official exclusive supplier of the 19th Asian Games in Hangzhou 2022.
This is the process of the Mona Lisa brand going global and allowing global consumers to identify with corporate values. It is also the grafting of the spirit of sportsmanship and the spirit of the Mona Lisa brand, conveying to consumers that the spirit of sportsmanship represents faster, higher and more The strong fighting spirit, which is the brand spirit of Mona Lisa, realizes the effective precipitation of Mona Lisa brand culture and conveys the brand values and brand proposition of Mona Lisa to consumers.
