China's second annual Brand Development Day was part of a national campaign to strengthen Chinese brands in the global market. The effort goes hand in hand with IP rights protection and the elimination of counterfeit goods. The Thursday event also featured a forum that let experts have a say about how to boost the recognition of Chinese brands.

Quality control and a global mindset rank first when it comes to branding for Chinese companies. That was the key message from the main forum at the China Brand Development Day.

ZHANG RUIMIN CHAIRMAN OF HAIER BOARD "We have to change our mindset for brand development from a closed loop to a global network."

SUN WEIMIN SUNING VICE CHAIRMAN "China's consumption upgrade needs new products and services that we need to work harder to import."

China already had the most trademark applications in 2017 globally. It also has the most registered trademarks in the world. Experts say that what China needs now is to fulfill its promises for better intellectual property protection and fewer counterfeit products. That's vital to reducing violations in advanced markets where Chinese brands all want to have a foothold. Those experts are also looking at the belt and road initiative for overseas branding.

NIAN YONG, DIRECTOR FOR INDUSTRIES NATIONAL DEVELOPMENT AND REFORM COMMISSION "We will lead companies on quality control to make our name in the global market."

On the policy front, China will raise the bar for quality standards, to stimulate more efforts into R&D and more creativity in products and business models. But whether Chinese brands would go far depends on whether those companies could build long-term trust with consumers and stakeholders at home and abroad. That starts with a more transparent and fair domestic market. XC, CGTN