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Dong Mingzhu: Innovation is the soul of a brand
《IP PEOPLE》 Issue 1 封面
隨著科技的發(fā)展，家電行業(yè)之間的競爭逐漸由價格競爭走向科研技術(shù)、創(chuàng)新能力、產(chǎn)品質(zhì)量之間的競爭，家電制造業(yè)正面臨著產(chǎn)業(yè)結(jié)構(gòu)重組、轉(zhuǎn)型和升級的挑戰(zhàn)。在激烈的競爭之下，珠海格力電器股份有限公司已經(jīng)連續(xù)二十多年處于領(lǐng)跑者的地位，格力電器也已發(fā)展為本土品牌崛起的重要代表。
As technology advances, home appliance manufacturers are tapering off the price war and swing to the competition in R&D, innovation, and product quality. However, they are also facing the challenge of industrial restructuring, transformation, and upgrading. Despite the fierce competition, Gree Electric Appliances, Inc. of Zhuhai has maintained its lead in the home appliance industry for more than 20 consecutive years, making it a symbol of the rise of Chinese brands.
《IP PEOPLE》 Issue 1
Editor：Dora Wang
董明珠 Dong Mingzhu
格力電器董事長、總裁董明珠是中國杰出的女企業(yè)家。在“2021福布斯中國杰出商界女性榜”發(fā)布上榜的100名女性中，董明珠排名第五位，這是她第九次榮獲福布斯相關(guān)榜單榮譽。多年來，她通過在核心技術(shù)、人才培養(yǎng)、管理體系等方面的創(chuàng)新發(fā)展，帶領(lǐng)格力品牌持續(xù)走在家電行業(yè)的領(lǐng)先地位。格力電器堅持走自主創(chuàng)新之路，董明珠在全國人大代表履職期間也多次提及“知識產(chǎn)權(quán)”相關(guān)的建議，足見她對知識產(chǎn)權(quán)的關(guān)注與重視。此次接受《IP PEOPLE》專訪，董明珠就與我們詳細聊了聊創(chuàng)新、品牌、人才與知識產(chǎn)權(quán)。
Dong Mingzhu, Chairwoman and President of Gree, is an outstanding female entrepreneur in China. She ranked fifth in the 2021 Forbes China Top 100 Businesswomen List, the ninth time she entered Forbes lists. With Ms. Dong at the helm, Gree has been leading China’s home appliance industry for years through innovation in core technology, talent training, and management system. With a deep conviction in independent innovation, Ms. Dong, once a member of the National People's Congress (NPC), put forward many concrete suggestions for IP protection. In the interview with IP PEOPLE, Ms. Dong shared her insights into innovation, branding, talent fostering, and IP protection.
“一個真正偉大的企業(yè)，一定是創(chuàng)造者、引領(lǐng)者”
“A great company must be a creator and a leader”
《IP PEOPLE》：格力是國內(nèi)家電行業(yè)的領(lǐng)軍企業(yè)，您在格力已經(jīng)工作了30年，回首30年，您認為格力長期在家電行業(yè)保持領(lǐng)先的關(guān)鍵因素是什么？
IP PEOPLE: Gree is a leader in China’s home appliance industry. You have been with Gree for 30 years. What do you think are the key contributors to Gree’s long-term market leadership?
董明珠：在格力電器發(fā)展的30年過程當中，我們深刻領(lǐng)會到企業(yè)的生命力首先在于掌握自主創(chuàng)新的能力，其次是要有公平公正的企業(yè)文化來支撐，第三就是要有挑戰(zhàn)自我的一種精神。
Dong Mingzhu: I think three things matter most to Gree’s development over the past 30 years: independent innovation, a fair and just corporate culture, and the courage to challenge ourselves.
格力電器從一個單一的空調(diào)生產(chǎn)企業(yè)發(fā)展至今天工業(yè)裝備和生活電器消費品全覆蓋的企業(yè)，離不開對自主創(chuàng)新的堅持。實體經(jīng)濟的發(fā)展關(guān)乎國家經(jīng)濟發(fā)展，作為制造業(yè)企業(yè)來講，一定要堅定不移地走自主創(chuàng)新之路。我們認為一個真正偉大的企業(yè)，一定是一個創(chuàng)造者、引領(lǐng)者，依靠創(chuàng)新引領(lǐng)一個行業(yè)的發(fā)展，創(chuàng)造一種生活方式，滿足消費者的需求，給消費者帶來健康，這是我們企業(yè)在發(fā)展過程中所看重的。
It is independent innovation that has turned Gree from an air conditioner manufacturer into a vast conglomerate specialized in both industrial equipment and household appliances. As we know, real economy plays a critical role in national development. As the backbone of the real economy, manufacturers must stick to independent innovation. We believe that a great company must be a creator and a leader. A great company is supposed to lead an industry and create a lifestyle. A great company is duty-bound to meet consumer needs and care for their health. This is what we value at Gree.
格力電器也用實踐證明，堅持自主創(chuàng)新的重要性和正確性。2018年總書記來視察時，講到格力電器做到了“真學、真懂、真信、真用”。這個時代一直是進步的，我們總是往前走，即使你今天擁有了世界領(lǐng)先的技術(shù)，依然要不斷地創(chuàng)新，創(chuàng)新是沒有止境的。對于技術(shù)研發(fā)和創(chuàng)新，格力是堅持“投入不設(shè)上限”的。目前格力累計申請國內(nèi)專利85128項，其中發(fā)明專利43563項；累計授權(quán)專利48745項，其中發(fā)明專利11872項；申請國際專利4081項，其中PCT申請2212項。在國家知識產(chǎn)權(quán)局發(fā)布的排行榜中，格力電器排名全國第六，家電行業(yè)第一。目前，我們格力擁有33項“國際領(lǐng)先”技術(shù)，獲得國家科技進步獎2項、國家技術(shù)發(fā)明獎2項、中國專利金獎2項、中國外觀設(shè)計金獎3項。
Gree has proven the importance and correctness of independent innovation with action. During his visit to Gree in 2018, Chinese President Xi Jinping spoke highly of Gree’s earnestness in learning, developing, and applying advanced technologies. In an ever-evolving world, we should never stop innovating even if we are the leader. There is no end to innovation. Speaking of investment in R&D and innovation, Gree sets the tone: The sky’s the limit. So far, we have applied for 85,128 Chinese patents, including 43,563 utility patents, and 4,081 international patents, including 2,212 PCT patents. We have granted 48,745 patents, including 11,872 utility patents. Gree ranks sixth nationwide and first in the home appliance industry by the number of patent applications and grants according to a ranking released by the China National Intellectual Property Administration. At present, we have 33 cutting-edge technologies, and have won many accolades including two National Science and Technology Progress Awards, two State Technological Invention Awards, two China Patent Gold Awards, and three China Design Gold Awards.
《IP PEOPLE》：您在全國人大代表履職期間多次提出保護創(chuàng)新、加強知識產(chǎn)權(quán)保護的相關(guān)建議，您認為知識產(chǎn)權(quán)保護對格力來說意味著什么？
IP PEOPLE: You put forward many proposals relating to innovation and IP protection when you were an NPC member. What do you think IP protection means to Gree?
董明珠：近兩年新實施的商標法和專利法，建立了懲罰性賠償原則，對于惡意侵犯知識產(chǎn)權(quán)要最高給予五倍的懲罰，嚴格知識產(chǎn)權(quán)保護，同時也是在減少權(quán)利人的維權(quán)成本，通過一系列的行政手段、法律手段，來實現(xiàn)知識產(chǎn)權(quán)的快保護、同保護。良好健康的營商環(huán)境不但要通過政策法規(guī)來維護，同時也要所有從業(yè)人員、企業(yè)共同自覺維護，只有知識產(chǎn)權(quán)得到保護，一個企業(yè)的產(chǎn)品才能夠得到更好的發(fā)展、更好的進步。
Dong Mingzhu: The Trademark Law and the Patent Law amended in the past two years have introduced a punitive damages system, where malicious IP infringement will be subject to a penalty up to five times the determined amount of damages. This system provides strict IP protection and reduces the cost of rights safeguarding. Rapid collaborative IP protection is achieved by administrative and legal means. A healthy business environment requires not only sound policies and regulations, but also the support of all practitioners and companies. IP protection is an essential precondition for better product development.
加強知識產(chǎn)權(quán)的保護，是給格力的自主創(chuàng)新更多底氣和信心，同時也是提升中國制造核心競爭力的有效手段。格力并不是一味地追求專利的數(shù)量，因為一個專利的使用也是有年限的，一般專利大概15年基本上就不再受到保護，就變成社會公用的技術(shù)，我們希望通過創(chuàng)新不斷地升級技術(shù)。實際上我們希望擁有自主知識產(chǎn)權(quán)的技術(shù)能夠得到保護，一方面是能夠幫助整個行業(yè)建立良性競爭的環(huán)境，另一方面是能夠在對舊的技術(shù)進行迭代升級甚至突破的時候，提供很好的基礎(chǔ)和保障。也就是說，加強知識產(chǎn)權(quán)保護有利于我們在發(fā)展的過程當中不斷挑戰(zhàn)自我，有利于我們保證技術(shù)的研發(fā)具有領(lǐng)先性。
Stricter IP protection boosts Gree’s confidence in independent innovation. It is also an effective way to enhance the core competencies of Chinese manufacturers. When it comes to innovation, Gree pursues the constant upgrading of technology, rather than the number of patents, because a patent generally lasts about 15 years, and once it expires, the protection ends and the invention enters the public domain. We demand protection of proprietary technologies because it facilitates healthy competition in the industry, and provides a solid foundation for iteration, upgrading, and breakthrough of technology. In other words, strict IP protection can encourage us to challenge ourselves to become ever more inventive and maintain our lead in technology R&D.
《IP PEOPLE》：格力是國內(nèi)專利授權(quán)量最多的企業(yè)之一，在知識產(chǎn)權(quán)創(chuàng)造、申請及布局方面，您對中國企業(yè)的建議是什么？
IP PEOPLE: Gree is one of the companies with the most patent grants in China. So do you have any suggestions for Chinese companies on IP creation and patent application?
董明珠：一個企業(yè)在知識產(chǎn)權(quán)創(chuàng)造、申請及布局時是不能逐利而行的，賺錢不是唯一的，企業(yè)是要有使命的，企業(yè)要想做強，必須要隨著國家的發(fā)展去思考。對于專利研發(fā)這方面的考量，我覺得很重要的是，一個企業(yè)有多少研發(fā)成果對社會做出了貢獻，為消費者的生活帶來了哪些改善。
Dong Mingzhu: Profit should not be the sole purpose of IP creation and patent application. A company’s IP and patents should also serve its mission and contribute to national development. Only in this way, can the company get stronger. I think a company must take into account how many of its creations will contribute to society and improve people’s lives.
比如2020年，面對突如其來的新冠肺炎疫情，格力糾結(jié)于短期的損失是沒有用的，最重要的是要有戰(zhàn)勝困難的信心和勇氣。和很多在國家需要的時候挺身而出、肩負責任的企業(yè)一樣，格力憑借自己的技術(shù)積累和創(chuàng)新能力，推出了能夠殺滅新冠病毒的空氣凈化器、消毒液制造機、熱泵洗護機等產(chǎn)品，用技術(shù)創(chuàng)新給消費者的健康生活帶去安心。
For example, when COVID-19 broke out in 2020, we did what we should do: Muster up confidence and courage and get through this, as we knew bewailing economic losses was not going to help. Like many other companies, we have stepped up to the plate and helped the country grapple with the pandemic. We have launched a range of products, such as air purifiers, disinfectant generators, and heat pump washers, to help consumers keep their home healthy.
堅持信念與堅守底線，是為了讓世界更美好
Firm commitment to making the world a better place
《IP PEOPLE》：近年來，格力進入汽車、小家電、芯片等領(lǐng)域，在2021年第二十二屆中國專利獎獲獎名單中，格力的19項獲獎專利中就包含機器人、芯片等，格力是如何在新跨界的領(lǐng)域中繼續(xù)堅持走自主創(chuàng)新之路的呢？
IP PEOPLE: In recent years, Gree has ventured into fields including automobiles, small appliances, and chips. Nineteen of your patents won the 22nd China Patent Award in 2021, and among them are robotics and chip patents. How does Gree manage to continue independent innovation in these new fields?
董明珠：格力電器的跨界嘗試和多元化布局不是僅僅新增一個品類、增加幾個產(chǎn)品，而是經(jīng)過了長期的技術(shù)積累、全局布局策劃。我們更多是基于自身產(chǎn)業(yè)發(fā)展需要、產(chǎn)品的升級技術(shù)需要，進行科學的籌劃和布局，并且在堅實的技術(shù)基礎(chǔ)之上，進行經(jīng)驗積累和產(chǎn)業(yè)協(xié)同合作。
Dong Mingzhu: Gree’s diversification effort is more than just adding a few new categories or products. It is a long-planned move backed by our technical expertise. More often, we expand into new areas out of business and product upgrade needs. Such expansion has a solid technical foundation. On top of that, we seek industry collaboration to accumulate experience.
格力的多元化發(fā)展是一種自我挑戰(zhàn)，但格力從來不懼挑戰(zhàn)，從技術(shù)發(fā)明到外觀設(shè)計，我們都秉承創(chuàng)新理念、不斷突破挑戰(zhàn)，滿足消費者品質(zhì)生活的需求。格力堅持多元化發(fā)展是立足中國制造高質(zhì)量發(fā)展的多元化，也是堅守實體經(jīng)濟、不驕不躁的多元化。作為企業(yè)就要急國家之所需，將創(chuàng)新理念滲透在企業(yè)發(fā)展的各個層面，錘煉核心科技，追求可持續(xù)發(fā)展，同時為制造業(yè)高質(zhì)量發(fā)展凝聚力量。
Diversification is a challenge for Gree, but we are never afraid of any challenge. From technological invention to product design, we always focus on improving the quality of people’s lives through breakthrough innovations. We diversify our business, in an effort to promote the high-quality development of Chinese manufacturing as well as the healthy development of the real economy. A company should serve the country’s needs. Gree has instilled innovation into all aspects of business development. We relentlessly hone our core technologies to make our business sustainable and to boost the high-quality development of Chinese manufacturing.
《IP PEOPLE》：格力提出要讓世界愛上中國造，多年來，格力積極走國際化道路。出海一定要有知識產(chǎn)權(quán)保駕護航，請問格力是如何規(guī)避海外的知識產(chǎn)權(quán)風險的？
IP PEOPLE: Driven by the ambition to make “Made in China” percolate through to the whole world, Gree has been aggressively building up its global presence over the years. However, global expansion requires effective IP protection. How does Gree avoid IP risks in overseas markets?
董明珠：格力堅持自主創(chuàng)新，高度重視海外的知識產(chǎn)權(quán)保護，尊重他人合法的知識產(chǎn)權(quán)：
Dong Mingzhu: Gree sticks to independent innovation, attaches great importance to IP protection in overseas markets, and respects the legitimate IPR of others.
一是，格力實施多元化的國際知識產(chǎn)權(quán)布局戰(zhàn)略，利用各國知識產(chǎn)權(quán)法律政策，全面提高海外知識產(chǎn)權(quán)應對能力。截至目前，格力在歐、美、日、韓等35個國家和地區(qū)布局4750件專利，在215個國家和地區(qū)布局商標14515件。
First, we implement a diversified international IPR strategy, using the IP laws and policies of countries around the world to improve our abilities to tackle IP challenges in overseas markets. Up to now, Gree has applied for 4,750 patents in 35 countries and regions including European countries, the US, Japan, and ROK, and 14,515 trademarks in 215 countries and regions.
二是，格力建立海外知識產(chǎn)權(quán)預警制度，利用知識產(chǎn)權(quán)數(shù)據(jù)庫、海外知識產(chǎn)權(quán)事務(wù)所、海外駐地公司等渠道，建立包括專利、商標、著作權(quán)、標準、重大知識產(chǎn)權(quán)事件的預警制度，及時發(fā)現(xiàn)、識別、排除海外知識產(chǎn)權(quán)風險。
Second, we have established an early warning system to promptly discover, identify and eliminate IP risks in overseas markets, including risks associated with patents, trademarks, copyrights, standards, and major IP disputes, through channels such as IP databases, overseas IP firms, and overseas branches.
三是，格力建立出口項目知識產(chǎn)權(quán)風險管控制度，以制造國和進口國的知識產(chǎn)權(quán)保護現(xiàn)狀為基礎(chǔ)，結(jié)合公司產(chǎn)品研發(fā)流程，在產(chǎn)品出口之前，全面排查知識產(chǎn)權(quán)風險，保證不侵犯他人合法的知識產(chǎn)權(quán)。
Third, we have established an IP risk control system to detect IP risks in products before they are exported and ensure they will not infringe others’ IPR, based on the status quo of IP protection in the exporting and importing countries as well as our product development process.
《IP PEOPLE》：格力在知識產(chǎn)權(quán)運營與運用方面，未來將有什么樣的規(guī)劃？
IP PEOPLE: What is next for Gree in terms of IP operation and utilization?
董明珠：格力知識產(chǎn)權(quán)運營與運用堅持以讓社會重視創(chuàng)新、促進行業(yè)發(fā)展為目的。
Dong Mingzhu: The purpose of Gree’s IP effort is to raise social awareness of innovation and promote industry development.
一是讓全社會重視創(chuàng)新。格力堅持通過知識產(chǎn)權(quán)法律制度，促進全社會重視創(chuàng)新。截至目前，格力共開展30余起專利訴訟起訴，標的額超過3億元，獲得賠償額近六千萬，屢創(chuàng)中國家電企業(yè)專利訴訟賠償額新高、多次納入國家專利訴訟十大經(jīng)典案例。
First, we raise people’s awareness of the importance of innovation by attracting their attention to IP laws. Up to now, Gree has filed more than 30 patent lawsuits, involving more than RMB 300 million in total, and won damages amounting to nearly RMB 60 million, breaking the record for the amount of damages in China’s home appliance industry. Several of our cases are selected into the top 10 patent cases in China.
二是促進行業(yè)發(fā)展。我們的創(chuàng)新，是為了讓世界更美好。專利技術(shù)要與人、社會的需求結(jié)合，才能激發(fā)出最大的價值。格力與格蘭富的專利許可是格力專利技術(shù)走向海外的第一步。格力仍會堅持，用最好的技術(shù)幫助行業(yè)不斷向前發(fā)展。
Second, we innovate to make the world a better place. We must combine patented technologies with the needs of people and society so that we can make the most of these technologies. The patent licensing between Gree and Grundfos is the first step for our patented technologies to go global. We will hold fast to our commitment to helping the industry grow with the best technology.
《IP PEOPLE》：有人認為知識產(chǎn)權(quán)是商業(yè)競爭的重要工具，您怎么看待知識產(chǎn)權(quán)與商業(yè)競爭之間的關(guān)系？
IP PEOPLE: Some say that IP is a powerful competition tool. How do you see the relationship between IP and business competition?
董明珠：市場本身就存在競爭，作為企業(yè)，一方面必須能為消費者提供好的、有品質(zhì)的產(chǎn)品，提高消費者的生活質(zhì)量，才有可能在市場上站住腳。而要實現(xiàn)這些都是需要自主創(chuàng)新來進行支撐的，知識產(chǎn)權(quán)是格力創(chuàng)新的成果，但不是格力創(chuàng)新的目的。
Dong Mingzhu: The market itself is competitive. To gain a foothold in the market, a company must be able to provide good products for consumers to improve the quality of their lives, which entails independent innovation. To Gree, IP is the outcome, but not the purpose, of innovation.
另一方面，擁有自主知識產(chǎn)權(quán)能夠讓企業(yè)在激烈的競爭中掌握主動性。格力電器能夠有如今的成就，靠的不是廣告，是產(chǎn)品質(zhì)量和自主創(chuàng)新技術(shù)。多年來我們走出了一條自主研發(fā)道路，創(chuàng)造了很多別人沒有的技術(shù)，因此也在行業(yè)的競爭中具有優(yōu)勢。
In addition, IP gives a company the upper hand in fierce competition. We become who we are today thanks to our product quality and technology innovation, rather than advertising. Over the years we have been sticking to independent R&D, and we have created many technologies that others do not have. That’s how we gain our competitive advantage.
《IP PEOPLE》：最近幾年，格力與奧克斯之間的專利侵權(quán)訴訟一直都是焦點話題，此前奧克斯判賠4000萬還被稱為“家電行業(yè)最貴侵權(quán)案”，關(guān)于與奧克斯之間的糾紛，您目前持怎樣的態(tài)度？
IP PEOPLE: The Gree v. AUX case has been in the limelight in recent years. AUX was ordered to pay RMB 40 million in damages, making the case “the most expensive infringement case in the home appliance industry.” How do you see the dispute between Gree and AUX now?
董明珠：從實現(xiàn)制造業(yè)高質(zhì)量發(fā)展這個目標來看，市場上不能讓劣幣驅(qū)逐良幣，企業(yè)之間的不正當競爭在加速內(nèi)耗的同時，對整個中國制造業(yè)的發(fā)展都會產(chǎn)生巨大的影響。
Dong Mingzhu: To achieve healthy development of manufacturing, we must not let bad money drive out good money. Unfair competition is not only exhausting market players, but also eroding the whole Chinese manufacturing industry.
誠信是一個人的底線，也是一個企業(yè)的底線，更是一個國家和社會的底線。對一個行業(yè)來說，誠信的底線是通過博弈逐漸鑄就的。當劣質(zhì)產(chǎn)品在市場上大行其道的時候，一定要有企業(yè)站出來，需要一種自我犧牲的精神，去弘揚誠信精神，用自己的行為去改變不誠信企業(yè)的做法。做企業(yè)不能因為受到傷害就放棄誠信，隨波逐流。企業(yè)家要堅持信念，要講誠信。長期堅持下去，隨著時間推移，未來會得到更好的利益回報。
Integrity is the bottom line for a person, a company, and a country. However, it takes lots of efforts to make integrity the norm in an industry. When inferior products are rampant in the market, someone must stand out against the dishonesty and redress their practices. A company must not give in just because it falls victim to dishonesty. Entrepreneurs must stick to their faith and be honest. Steadfast faith will pay off one day.
敢于放開手腳，亦可握緊創(chuàng)新“命脈”
A free R&D environment can breed innovation power
《IP PEOPLE》：目前，國內(nèi)知識產(chǎn)權(quán)領(lǐng)域的高端復合型人才尚屬稀缺，優(yōu)秀的企業(yè)知識產(chǎn)權(quán)實務(wù)型人才需要長時間培養(yǎng)，格力也一直很注重人才的自主培養(yǎng)，請問格力內(nèi)部知識產(chǎn)權(quán)人才是如何培養(yǎng)的？您對他們有什么期望與要求？
IP PEOPLE: High-caliber versatile IP talents are scarce in China, and it takes a long time to foster excellent, pragmatic IP professionals. As we know, Gree has put great emphasis on talent training. How do you foster IP talents? What are your expectations and requirements for them?
董明珠：格力電器的人才隊伍建設(shè)始終堅持自主培養(yǎng)，以公司發(fā)展經(jīng)驗和文化底蘊為基礎(chǔ)，逐步形成以自主人才引進渠道、自主培養(yǎng)與發(fā)展機制、全方位激勵保障體系為核心的人才自主培養(yǎng)模式。
Dong Mingzhu: At Gree, talent development is based on our development experience and corporate culture. We source talent both internally and externally, and have gradually formed a talent development model with a comprehensive incentive system at its core.
在如今人才競爭激烈的大環(huán)境下，格力還是堅持加快速度培養(yǎng)自主人才，人才是解決一切問題的核心，沒有人才一切回歸為零。多年來格力人才隊伍不斷壯大，人才結(jié)構(gòu)持續(xù)升級，目前格力電器共有員工9萬人，其中科技研發(fā)人員1.5萬人，技術(shù)工人3.6萬人。對于知識產(chǎn)權(quán)人才的培養(yǎng)，格力電器主張只要你想做就給你機會，公司盡可能打造一個平臺，給年輕人更多的機會去接觸、去研究。
Amid today's fierce competition for talent, we have stepped up our effort in talent development. Talent is everything. Without talent, nothing is possible. Our talent team has been growing with a constantly optimized composition over the years. At present, we have 90,000 employees, including 15,000 R&D employees and 36,000 skilled workers. At Gree, employees are given opportunities to engage in IP activities as long as they want to. We provide a platform where young people are given as many opportunities as possible to do research.
目前格力已上線的自動化生產(chǎn)線，都是由格力自己的人才自主研發(fā)成功的，研發(fā)團隊里的每一個人在格力都能夠充分發(fā)揮能量。所以在我們看來企業(yè)的創(chuàng)新，還在于敢放開手腳，給年輕人提供時間、平臺和機會，營造一個無后顧之憂的研究環(huán)境。
The automated production lines running at Gree are all developed by our own R&D team. Everyone on the team is able to fulfill their potential. So, as part of our effort to spur innovation, we offer young people a stage to shine, and provide them a free R&D environment.
《IP PEOPLE》：作為中國的民族企業(yè)，作為中國制造業(yè)的領(lǐng)軍企業(yè)，在當前的新發(fā)展格局下，您認為中國制造業(yè)應如何把握機遇、迎接挑戰(zhàn)？
IP PEOPLE: Gree is a leading manufacturer in China. How do you think the manufacturing industry should respond to the opportunities and challenges in the current business landscape?
董明珠：創(chuàng)新，是品牌的靈魂。建設(shè)品牌強國，承載著中國由“制造大國”向“制造強國”轉(zhuǎn)變的使命和夢想。品牌強國，不能依賴別人的技術(shù)，這也是格力電器多年來一直堅持走自主創(chuàng)新道路的原因。我們認為，要真正成為一個優(yōu)秀的品牌，必須是引領(lǐng)者，而不是跟隨者，自主創(chuàng)新才是王道。
Dong Mingzhu: Innovation is the soul of a brand. Chinese brands carry the mission of turning China into a world manufacturing power. This mission can never be accomplished by dint of reliance on other countries’ technology. That’s why Gree has stuck to independent innovation over the years. We believe that to become a great brand, we must be a leader, not a follower. And we also believe that independent innovation is the formula for success.
“科技興則國家興，創(chuàng)新強則民族強?！笔菍夹g(shù)創(chuàng)新者的勉勵，也是對中國品牌的鼓勵?！拔！迸c“機”并存，是中國品牌錘煉韌性、提升“硬核度”的好機會。
Technological innovation is a surefire route to national prosperity, which encourages both innovators and Chinese brands. Though opportunities and threats coexist, Chinese brands are presented with a great chance to build resilience and enhance core competencies.
十八大以來，我們國家高度重視自主品牌建設(shè)，明確提出要推動“中國產(chǎn)品向中國品牌轉(zhuǎn)變”，并設(shè)立“中國品牌日”，幫助自主品牌獲得更多的曝光度和知名度，提升競爭力和發(fā)展力，打造品牌格局，培養(yǎng)更多“百年企業(yè)”。但是，塑造品牌格局更需要強勁的實力作為支撐，這對企業(yè)的創(chuàng)新、質(zhì)量、誠信、社會責任等提出了更高的要求。
Since the 18th National Congress, China has been attaching great importance to the development of independent brands. It proposed to promote “the transformation of Chinese products into Chinese brands”, and set up the “China Brand Day” to help independent brands gain more visibility, enhance competitiveness and gather momentum, thus fostering more “century-old brands.” However, branding must be supported by business strength, which places higher requirements for innovation, quality, integrity, and social responsibility.
自主創(chuàng)新是中國品牌走出去的關(guān)鍵，也是中國產(chǎn)業(yè)向高端化轉(zhuǎn)型的重要一步。僅僅依靠購買、引進技術(shù)獲得發(fā)展，無異于將“命脈”拱手讓人，生存尚存風險，品牌的樹立更無從談起。只有加強創(chuàng)新，真正讓產(chǎn)品具備核心競爭力，才能鍛造品牌張力。另一方面，質(zhì)量是品牌獲得尊重的基礎(chǔ)。此外我們還要講誠信，誠信經(jīng)營才是真正對消費者負責，才能真正實現(xiàn)共建、共享、共創(chuàng)、共贏。
Independent innovation is the key for Chinese brands to go global, and it is also an important step in China’s industrial transformation. Relying on technology import is tantamount to giving our “l(fā)ifeline” up to others. In this case, companies may not be able to survive, let alone build brands. Only by creating truly competitive products through innovation, can we build a brand with global appeal. In addition, a respectable brand must be built on quality and integrity. Being responsible for consumers is the only way for us to achieve common development and win-win results.
*本文涉及的相關(guān)數(shù)據(jù)統(tǒng)計時間截至2021年9月 （the statistical time of the relevant data involved in this article is as of September 2021）
"Record those who has made remarkable contributions to Intellectual Property"
（原標題：《知產(chǎn)人物 IP PEOPLE》對話董明珠：創(chuàng)新，是品牌的靈魂）
來源：IPRdaily中文網(wǎng)（iprdaily.cn）
編輯：IPRdaily王穎 校對：IPRdaily縱橫君
注：原文鏈接：《知產(chǎn)人物 IP PEOPLE》對話董明珠：創(chuàng)新，是品牌的靈魂（點擊標題查看原文）
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