/ Asahi/May 11, 2022 GUANGZHOU -- On May 10, 2022, the sixth China Brand Day with the theme of "Chinese Brands, Shared by the World" is held as promised. We will tell the story of Chinese brands well and give full play to the leading role of brands. Since the first China Brands Day, a large number of new achievements and new images of Chinese brands have been unveiled, arousing widespread discussion and gaining popular awareness of independent brands.
Under the guidance of the national strategy of "brand power", M&G has always taken actions to maintain high quality and healthy development, and helped Chinese stationery brands to go to the world. Even under the repeated tests of the epidemic, M&G still achieved a total revenue of 17.607 billion yuan in 2021, with a year-on-year growth of 34%. M&g adheres to the principle of "good stationery with temperature" and keeps making breakthroughs and innovations. M&g is forging ahead on the magnificent transformation from "Made in China" to "Created in China".
All the way hand in hand with the brand Day, Chenguang insists on being a "good stationery with temperature"
In 2019, M&G participated in China Brand Day for the first time, presenting a series of featured products with good quality, good insight and good creativity in the exhibition. Through the combination of exhibition and experience interaction, M&G showed the story of "warm" Chinese stationery. Among them, the 2019 German iF Award "Yue Write buffer" neutral pen, the combination of fashion and tradition of Shengshi Xinyan Chinese quintessence series, "Morningstar Children" and other star products have left a deep impression on consumers.
In 2020, China Brand Day held its first cloud exhibition, Chenguang Stationery appeared in the cloud exhibition for the first time, and attended the opening ceremony of China Brand Day. In this year, the award-winning products of M&G are everywhere. "Yue Write Buffer" neutral pen, Yue Shake pen, automatic cutting tape holder won the iF Award in Germany, the Red Dot Award and the G-mark Award in Japan, demonstrating the world-class design strength. In addition,MG Kids Food Grade soft head watercolor pens won the Seth Award, and the high quality of the EU standard brings consumers a safer and smoother painting experience.
In 2021, coinciding with the centenary of the founding of the Communist Party of China, M&G will bring a "special" exhibit for the China Brand Day exhibition -- Red Cultural Creation "Tide Century". As a domestic brand favored by young consumers, Chenguang always keeps the same frequency communication with consumers, pays tribute to the deeds of ancestors together with Generation Z with warm stationery, propagates the centennial culture of red, and tells good red stories.
Based on consumer insight M&G continues to break through innovation
As a representative of domestic stationery products, M&G has been striving to be the industry leader on the road of self-owned brand development, and always insists on starting from consumers' pain points and needs, and constantly seeks breakthrough innovation. Every year, more than 100 million yuan is invested in technology research and development and product innovation, with 841 patents, product design has won four international industrial design awards -- Germany iF Award, Red Dot Award, Japan G-mark, and the United States IDEA Award.
Adhering to the ideal and determination of "creating a good pen of Chinese people", M&G launched the first push neutral pen K35 in China in 2002, and has continuously updated and iterated the product, and achieved new highs in sales, creating a unique classic image in the eyes of consumers. The year 2022 marks the 20th anniversary of the birth of K35. M&g has launched a commemorative neutral pen to pay tribute to its 20-year best-selling legend and unique charm of "starting from focus and returning to classic".
On May 5, 2022, China formally acceded to the Hague Agreement on the International Preservation of Industrial Designs, marking a major step forward in the international design system. As one of the first 21 enterprises in China, M&G submitted an application for international design registration through the Hague system, which also opened the precedent of M&G's international patent layout.
The Hague system provides a direct solution for international design protection, allowing users to register up to 100 designs in more than 90 countries by submitting an international application online. China submitted 795,504 designs in 2020, accounting for 55% of the world's total. Joining the Hague System will enable Chinese design and creativity to better integrate into the design globalization system, and help more Chinese brands including M&G and their innovative products go global.
Show the responsibility of a major country and strive to become a world-class morning light
After more than 30 years of development, M&G has become one of the world's largest stationery manufacturers, covering more than 80,000 retail terminals across the country, known as the "light of domestic products" by countless Chinese people, and constantly demonstrates the power of Chinese stationery brands to the world with its own strength. 2021 Chenguang won the "China Brand of the Year Award Stationery N0.1" and the" China 500 Most Valuable Brands "title issued by the World Brand Lab, the brand strength has won international praise.
As a national brand, M&G has been practicing corporate responsibility since its inception, integrating it into its corporate development and showing the world the responsibility of a major brand. In 2021, M&G will launch a new round of five-year strategy, and formulate a 2022-2025 sustainable development strategy based on internal status quo, business strategy and industry development frontier trends. With "Writing a sustainable business future" as its sustainable development vision, M&G will focus on "sustainable products, addressing climate change, sustainable supply chain, empowering employees and communities" and other aspects, M&G will implement the strategy High quality and sustainable development.
Ten years of tree enterprise, one hundred years of brand. Over the past 30 years, M&G has insisted on being a "good stationery with temperature ", which has accompanied generations of people to grow up. It has launched a series of products and services that meet the needs of consumers to convey the sense of brand temperature and positive energy. In the future, M&G will continue to strengthen brand building, maintain a high quality and healthy situation with ingenuity and innovation, lead the sustainable development of the industry, show the power of Chinese independent brands to the world with practical actions, and tell the story of Chinese stationery brands to the world.
