Songdian Technology: Accumulating the New Potential of Chinese Brands with Hardcore Technology and Quality Innovation".

Article source: People's Forum Network 

People's Tribune (Chen Huisheng) General Secretary Xi Jinping has emphasized the development of new-quality productivity according to local conditions and the creation of more well-known brands. Brand is an important symbol of high-quality development, and strengthening brand building is an inherent requirement for the development of new quality productivity. Among the 16 "strong countries" construction goals deployed in the "Tenth Five-Year Plan", strong manufacturing country, strong quality country, strong trade country, strong agricultural country, etc., all imply the inherent requirements of strengthening China's brands.

In recent years, China's brand building has made positive progress and its brand influence has been steadily increasing. As an important force in brand building, China's small and medium-sized enterprises (SMEs) are deeply engaged in technological breakthroughs, digital innovation and brand promotion, and have gradually built up the image of Chinese brands in the international market.

▲People's Forum research group visited and investigated Songdian Technology Co.

In order to deeply study and implement the important thesis of General Secretary Xi Jinping on brand building, recently, the People's Daily People's Forum research group went to Songdian Technology (Guangdong) Co. Experts who participated in this research include: He Minjie, deputy editor-in-chief of People's Daily People's Forum Magazine and editor-in-chief of People's Forum, Wang Qin, researcher of the Institute of Industrial Economics of the Chinese Academy of Social Sciences, and Yu Xiaoyu, associate researcher of the Institute of Industrial Economics and Technological Economy of the National Development and Reform Commission. Shunde District, Foshan City, Guangdong Province and Ronggui Street Office of the relevant leaders, Guangdong Province, honorary president of the Association for the Promotion of Enterprise Branding, brand research institute president Lei Ming, chairman of the Songdian Technology (Guangdong) Limited, Songdian Camera brand founder Zhao Kundian together with the participation of this research.

▲People's Forum research group visited the assembly workshop

During the research period, the People's Forum research group has visited the precision mold workshop, plastic manufacturing workshop and other production sites of Songdian Technology to investigate the production and operation situation on the spot. Experts from the research group discussed with the R&D team on image algorithm, chip adaptation, lens R&D, supply chain synergy, etc., and experienced Songdian camera products in depth. Afterwards, the two sides discussed the Songdian brand market, brand cultivation, brand strategy and other topics.

The research group understands that the parent company of Songdian Technology, Shenzhen Soda Digital Technology Co., Ltd. is a national high-tech enterprise integrating design, research and development, production, sales and brand operation, with an annual production capacity of more than 10 million digital cameras, and hundreds of national patents, which is one of the leading digital camera companies in China.

Its own brand SONGDIAN was founded in 2010, the brand has always been "to become the core competitor of the global imaging ecosystem" as the vision. On the technical side, SONGDIAN continues to plow through key areas such as core optics, image sensors, AI algorithms, etc., accelerating the iterative upgrading of self-developed lenses and image-processing chips, and breaking the monopoly barriers of "high quality must be high price" of international brands. To reduce the threshold of professional image creation with technology universalization, and continuously launch new products to meet the needs of users at different levels, so that Chinese and even global consumers can enjoy the fun of high-quality image creation at a lower cost and a more reasonable price, so as to strengthen the brand's technological foundation.

On the brand side, the company has continued to increase brand investment and upgrade its brand image from "cost-effective" to "high-quality, trustworthy and warm". Through signing long-term spokespersons, sponsoring top sports events, laying out online and offline media, and deeply cultivating content marketing and user word-of-mouth, we have built a full-dimensional and three-dimensional brand promotion system. At the same time, it accelerates the brand landing in overseas markets, establishes localized operation and service capabilities, and realizes the strategic leap from products going overseas to brands going overseas.

▲Site of the symposium

At the symposium, the experts of the research group unanimously recognized the characteristic practice and innovation of Songdian brand to promote brand building by virtue of quality innovation in the mode of double-wheel drive of technological innovation and brand cultivation. The research group said that Songdian camera brand building closely follows the group characteristics of youth as the main audience - they are active in thinking, willing to express, eager to share, with natural communication characteristics. At the brand operation level, the social attributes of cell phone software are used to integrate the camera experience with the daily social behavior of young people. Through topic co-creation, photography punch cards and other interactive methods, it strengthens user stickiness. At the same time, we should accurately locate the user profiles of "buyers" and "users" and gain insight into their main functional needs in social attributes, so as to drive the operation strategy. In terms of product strategy, we should establish the "explosive thinking" and take the differentiated route of "few but fine". Focusing on specific shooting scenarios, such as campus life, night scenes, sports events, etc., we will create an image experience "beyond the smartphone" for a certain type of shooting scenario, so that every time the user picks up the Songdian camera, he or she can get the satisfaction and fun that cannot be replaced by a smartphone. Only in this way can young people spread the message spontaneously and promote the brand from "niche" to "mass resonance".

Deep plowing brand building is not only the intrinsic need of the enterprise's own planning and development, but also an inevitable initiative to respond to the deployment of the country from "products going to sea" to "brands going to sea", and it is also the responsibility of reversing the development of short boards in the domestic digital camera industry, and assisting the industry to improve and upgrade its quality. Looking to the future, Songdian brand will persistently promote China's imaging power to occupy an indispensable place in the world map through technological innovation and brand cultivation.