The upcoming "Administrative Measures on External Marking of Automobile Products," issued by the National Development and Reform Commission, has sparked significant debate within the industry. Supporters argue that the measures are essential for protecting Chinese brands and promoting their independent development. They claim that the policy not only highlights China’s manufacturing strength but also reinforces its control over the sales channels. However, while these points may seem compelling, they don’t necessarily reflect a clear or logical path to long-term brand development.
In my view, there is no direct link between emphasizing Chinese logos—such as the country of origin, manufacturer name, or brand identity—and the ability of joint-venture companies to build their own brands and develop sustainable capabilities. The idea that such markings demonstrate control over the sales network is somewhat of a stretch, more of an assumption than a solid conclusion.
The real question is whether domestic automakers can truly develop their own capabilities and brand recognition. This isn’t simply about translating English brand names like “Regal†or “Passat†into Chinese equivalents. It requires deep technological innovation, strong R&D investment, and a long-term strategy focused on building internal competencies.
In my opinion, rather than focusing solely on reinforcing Chinese identity, the government should prioritize policies that encourage domestic enterprises to apply for automotive patents. Such initiatives would be far more effective in fostering self-reliance and innovation. Supporting patent applications is not just a short-term idea—it's a strategic move based on the growing technological capabilities of many Chinese companies.
Over the past 10 months, Changan Auto has filed 543 automotive-related patents, a fivefold increase compared to the previous year. Meanwhile, Geely Auto has developed its own range of engines, from 1.0-liter to 3.0-liter models, along with manual and automatic transmissions. Its independent innovation capabilities now surpass those of the three major state-owned auto groups.
This shows that when companies are given the right support, they can achieve remarkable progress. By actively promoting and supporting patent development, the government can play a crucial role in driving innovation and brand growth. This approach is far more meaningful and impactful than merely emphasizing national identity through external markings.
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