Company News
TISCO Insists on Brand Strategy

By Shen Wenli & Zhang Yongfeng UpDate 2017-05-11
 
May 10 is being marked as the nation’s first Chinese Brands Day. The theme of the year is to “deepen supply-side structural reform and open comprehensively a new development era of independently-owned brands”. TISCO has been always determined to serve the nation through industrial development and forge nation’s steel & iron brand. The introduction of Chinese Brands Day would not only direct Chinese manufacturing industry to be stronger, but also create a decent development environment for TISCO brand building.
 
For years, TISCO’s relevant departments have been coordinating to build and maintain its brand. Variety and quality of products is the foundation for brand-making. TISCO has been being customer-oriented, strengthening coordination and optimizing flow process to transform the demands coming from markets and customers into control points and quality standards of product variety and quality, which ensured stable quality improvement. The Company now has several product groups of high efficiency, energy saving and long lifetime, including stainless steel, cold rolled silicon steel and high strength series steel, among which more than 20 varieties steel such as duplex steel, heat-resistance steel, railway steel, axle steel and etc. have No.1 market shares in China; more than 30 varieties have filled the blanks of domestic products and replaced imports.   
 
Science and innovation is the drive for brand-making. Taking innovation as its first impetus and following “four confidences”, TISCO fostered innovative cultural, making innovative passion, innovative thinking and innovative practice be throughout the whole process of production and operation, and thus improved supply levels in terms of variety, quality and service and dominated the market.
 
While consolidating foundation for brand, TISCO built its brand by means of promoting company image, protecting intellectual property, safeguarding brand legal right and etc.. As for company image promotion, TISCO presented its achievements through various medium in enhancing main businesses, extending development and promoting diversified, green and harmonious developments; on the other hand, TISCO attended actively various expos, exhibitions and product promotions to boost its popularity and reputation. As for intellectual property protection, TISCO formulated Patent Management Measures as well as later Proprietary Technology Management Measures, which helped TISCO to establish gradually a dual-channels (i.e. patent and proprietary) intellectual property management pattern with distinctive characteristics. The dual-channels pattern provided a broadening channel and more vitality to all-involvement innovation and brought out a large number of technologies, processes and products with their own intellectual properties, offering a strong support to TISCO’s brand-building. Meanwhile, TISCO formulated Trademark Management Methods and stated explicitly that it will quicken its step to establish trademark cultivation, management, application and protection system, a system which will adapt to the company’s development, to take a development path of large scale, branding and internationalization, finally to build TISCO a first class enterprise in registering, using, protecting and managing trademarks. As for brand legal right safeguard, TISCO always assisted the related authorities to crack down faked products and obtained remarkable successes, which brought a strong wave of public opinion and solidified TISCO’s brand position. TISCO was listed in Top 500 China’s Famous Brands for years.