The essence of digital intelligent transformation is the change and leap of productivity. Productivity is the soil, air and water of brand building, digital intelligent technology expands the intelligence of workers, labor tools are more intelligent and flexible, and labor objects can move under the role of sensors and big data and cloud computing. To maintain brand competitiveness in the face of digital productivity changes, companies must react quickly to threats from competitors, new market development opportunities, and dramatic market changes. In this sense, enterprise digital transformation is also a new way and high track for brand building. Driven by data, enterprises can understand the real needs of users based on the relevance presented by data insights, and the path to obtain user information, needs and behavior patterns is increasingly smooth, which provides a new path for brand growth. Digital transformation is not only a change in technology, but also a comprehensive change in strategy, organization, and operation. Brand building is the whole process of design, manufacturing, supervision, experience and application, which is the embodiment of the comprehensive quality of the enterprise, any problem will affect the brand building; In turn, cultivating the brand will promote the synergy and improvement of various qualities in the transformation. Under the condition of digital intelligent technology, brand building will take less time, low cost and high quality in the original procedure, which is more advantageous than the original brand building.

Building a world-class enterprise with global competitiveness is put forward in the context of today's digital transformation, which is consistent with digital transformation, aiming to cultivate and forge the global competitive strength, scientific and technological innovation ability, sustainable development ability, and social responsibility ability of enterprises, aiming at international standards in digital development, building Chinese brands, and moving to the middle and high-end of the global value chain.

In the digital transformation of enterprises and the construction of world-class enterprises, although the global impact of the novel coronavirus pneumonia epidemic has been encountered, the epidemic has also become a powerful force to turn negative into positive. Many companies use a combination of online and offline ways to show new growth points, high-tech companies are looking for new ways to integrate agility and intelligence into the supply chain, better withstand crises, and promote corporate digital transformation. The slow pace of development affected by the epidemic helps enterprises to examine the nature of digital transformation and the value of brands, and take stock of the value chain through scientific and technological productivity and market methods, and reasonably adjust the industrial chain and supply chain. Brand power and brand responsibility are most needed in the global response to the pandemic, such as: In the early stage of the epidemic, the masks were urgent, and Sinopec insisted on the principle of producing what the people needed, built a melt-blown cloth production line in 12 days, and built the world's largest melt-blown cloth production base from zero in 76 days, opening up the mask industry chain, and driving a cross-professional, cross-enterprise, cross-industry, cross-industry cooperation to increase the production of masks; Many companies have taken an active part in the global fight against the epidemic, providing medical supplies, equipment, medical teams and other types of support and assistance, demonstrating their social responsibility and brand image, and adding new momentum to the fight against the epidemic. In order to cater to the new model and new trend of social life in the post-epidemic period, pharmaceutical and chemical enterprises have transformed to the most needed products and brands in the fight against the epidemic and to the intelligent design and manufacturing mode, highlighting the huge advantages of the industrial chain on the basis of providing disinfection agents, therapeutic drugs, medical consumables, chemical raw materials, special equipment and other products.

Give full play to the advantages of central enterprises to create digital intelligent brands

The development of central enterprises is related to the national economy and the people's livelihood, and has the advantages of strategic industries and clusters. Under the condition of digital intelligence, the brand building of central enterprises has given special strategic significance.

First, give play to the advantages of industrial clusters of central enterprises, combine overall arrangements with market mechanisms, and create a collaborative ecology of digital smart brands. The digital transformation of enterprise groups as a whole can promote the linkage of industrial chain and supply chain, and digital transformation itself is an integrated innovation, which involves a large number of cross-disciplines, cross-knowledge, cross-technology crossover, one group or several groups in similar industries is an industrial digital cluster, enterprises should take the digital transformation of industrial chain and supply chain activities as a priority. Enhance the overall industrial digital brand value of the cluster to achieve accelerated growth. Industrial clusters operate in two ways. First, overall planning and coordination. It is necessary to promote the sharing and collaboration of internal and external resources, explore the internal chain circulation operation, promote industrial collaboration, jointly foster the digital transformation ecology, accelerate the formation of group-level digital technology enabling platforms, accelerate the opening of digital infrastructure capabilities, promote the integrated development of large, small and medium-sized enterprises, and lay the foundation for enterprises in the cluster to concentrate on improving the scientific and technological content and added value of the brand. Second, the market mechanism. The relatively stable industrial cluster lies in the market regulation, and the vitality of the brand also lies in the market. It is necessary to adhere to market-oriented operation, activate the positive factors of all links of the industrial chain, cope with the changes in the demand side in the complete market competition, win the quality in the competition of products, and win the market competitiveness for enterprises through innovative products, expand the brand effect, consolidate market share, and create a central enterprise brand with the future development prospect of digital intelligence. The operation mode of macro-planning and market mechanism unifies the advantages of clusters and respects the characteristics of each subject, forming a virtuous circle of collaborative ecology and competition pattern.

The second is to give play to the advantages of central enterprises in national economy and people's livelihood and strategic industries, and transform, transform and upgrade traditional brands with the help of digital intelligent technology. Central enterprises occupy an important position in the national economy, cultivating and accumulating a large number of excellent brands. Digital transformation should cherish the traditional brand at the same time, out of the brand to see the brand, good at discovering the shortcomings of the brand, in order to meet the challenges of international brands. Digital brands and traditional brands inherit each other rather than being separated and opposed. The solidity of traditional brands in the supply chain is built by time. The concept it represents is consumers' overall awareness of the characteristics, image and performance of a product or service, which is also very important for digital brands. Whether in the virtual digital world or in the real atomic world, the meaning of the brand has no essential change, and the digital technology revolution marked by information, networking and intelligence has created the inherent characteristics, strong expansion and intelligent nature of the digital brand. Many enterprises are actively relying on digital intelligent technology to rebuild the brand in the digital transformation, such as: China Railway equipment uses digital to empower traditional shield technology, so that no one is on duty, and the "dark" excavation into "transparent" and "intelligent" excavation; As the "king of global port machinery" brand, Zhenhua Port Machinery has created a new intelligent manufacturing model with Zhenhua characteristics in the digital transformation, and the intelligent scheduling time has been shortened from the original 5 minutes/single to 30 seconds/single, improving the scheduling efficiency by 9 times; As well as the high-speed rail "gold card" created by CRRC Changke and the "Domestic China Core" created by the Great Wall of China, they all transform and upgrade traditional products and brands, shorten the design and manufacturing process, optimize production facilities, reduce the use of materials and management operating costs, give them intelligence and improve efficiency. Some brands are also embedding chips in their products to verify security and check product instructions.

The third is to give play to the advantages of the reform of the mixed system of state-owned enterprises, and the information industry of central enterprises will work with private enterprises to create digital intelligent industrialization brands. The information and communication industry enterprises in the central enterprises can work with private Internet enterprises to accelerate the integration and innovation of information technology, give full play to the advantages of digital intelligent technology, jointly build new digital infrastructure such as 5G, big data center, industrial Internet, blockchain, and explore the construction of new digital platforms such as data center, business center, and technology center. And strengthen the security management of platforms, systems, and data, promote the digital transformation of the whole society, jointly promote the integration of information technology and economic and social development, promote the integration of various industries, share digital economic factor resources, provide technical support for the digital transformation of enterprises, and lay the foundation for the digital transformation of traditional industries. As far as information communication and Internet enterprises themselves are concerned, they should make digital industrialization stronger, better and bigger as far as possible, give play to the role of digital industrialization as a new force, and drive the extensive development of industrial digitalization. To this end, it is necessary to cultivate and strengthen emerging digital industries such as artificial intelligence, big data and cloud computing, strive to promote the development of digital business, optimize resource integration, build a large-scale digital innovation body, cultivate new business growth points, support industry-leading digital service leading enterprises, and develop and export digital transformation products and system solutions. In terms of core electronic components, industrial software, digital platforms, digital solutions, etc., we continue to build core technology products and industry solutions with greater influence. At the same time, it is more necessary to closely follow the major national strategic needs and industrial development bottlenecks, focus on key areas such as high-end chips and core industrial software, accelerate key core technology research, accelerate the creation of original technology sources, break through the commanding heights of the brand, give play to the advantages of industrial platforms and application scenarios, and increase the application and promotion of independent products. To provide conditions and carriers for all kinds of social innovation entities to carry out technological innovation and industry incubation.

The fourth is to give full play to the advantages of comprehensive categories and complete systems of central enterprises, promote the integration of digital technology and the real economy, and create industrial digital brands. On the premise of digital transformation, promote the integration of manufacturing and the Internet, and the integration of manufacturing and service industries. In accordance with the goals and requirements of enterprise brand development, according to different scenarios, people and consumer needs, as well as the brand awareness and reputation paid attention to by consumers, we dare to innovate in product design, brand building, marketing means and sales channels, and strive to create "brand symbols" of products. Strategic commanding heights to support brand building. In particular, it is necessary to focus on the production and operation difficulties and pain points of enterprises, strongly promote the digitalization of product innovation, intelligent production and operation, agile user services, and ecological industrial system, accelerate the high-quality development of enterprises, cultivate those application scenarios that drive a wide range of applications, create replicable solutions, establish a good model brand benchmark, and strive for the competitive initiative with more excellent brands. Show the image of central enterprises as the main force of industrial digitalization.