Chinese Architecture: Undertaking the Dream of a Great Country Brand

Do you know that the Peshawar Lahore Expressway in Pakistan (mouth to mouth financing), the Danburong Bridge in Brunei, the National Highway 1 in Congo (Brazzaville), the Great Mosque in Algeria, the Alexander Hamilton Bridge in the United States, and the Bahamas Island Resort are all made in China, and more precisely, they are outstanding works of Chinese state-owned enterprise - China Construction. Not only that, 90% of China's super tall buildings over 300 meters, 3/4 of its airports, 3/4 of its satellite launch bases, 1/2 of its nuclear power plants, and 1/3 of its urban comprehensive pipe galleries are also "high, difficult, urgent, dangerous, and heavy" engineering projects, all of which are made by Chinese architecture.

Today is the professional "China Brand Day" approved by the State Council since its establishment. As a state-owned enterprise, China State Construction Engineering Corporation has also presented a series of difficult sex buildings to the motherland. For decades, with its advanced technology, excellent quality, and honest performance, China State Construction has used its own brand image to win trust, honor, and a larger market and broader space for the Chinese brand and its image. People from China Construction Engineering Corporation (CSCEC), distributed around the world, are turning their brand dreams into national business cards and shouldering the country's brand dreams. The brand story of "China Architecture" is not only the experience of a major global investment and construction enterprise, but also a footnote to the times.

Brand is the calling card of a country

A brand is the business card of a country and an important manifestation of its soft power. Creating internationally renowned brands can often generate tremendous role models, enhance national pride and confidence, allocate global resources and expand markets, and enhance a country's voice in the global economic system.

The Chinese Party and the state have always attached great importance to brand development and have always placed brands at the high point of national strategy. The Party has made important instructions to promote the transformation of Chinese products into Chinese brands; The government work report points out the need to "build more world-renowned 'Chinese brands'"; The Outline of the National 13th Five Year Plan proposes to "strengthen the construction of quality brands"; The State owned Assets Supervision and Administration Commission of the State Council has issued the Guiding Opinions on Strengthening Enterprise Brand Building, pointing out the direction for central enterprises to build international brands.

China Construction actively responds to the call and deployment of the Party and the state, taking the creation of the "China Construction" brand and assisting the "China Construction" brand as an unshirkable responsibility of the times. Combining with the characteristics of the investment and construction industry, accurately positioning, industry progress, innovative ideas, doing a good job in top-level design, solidly promoting, and striving for practical work results.

China Construction entered the Fortune Global 500 in 2006, ranking 486th. After eleven years of hard work, it jumped to 27th place in 2016, ranking first among ENR's global contractors; For two consecutive years, it has been consistently awarded the industry's highest credit rating by the three world-renowned credit rating agencies, S&P, Moody's, and Fitch; Received a high honor in the field of quality from the Chinese government - the China Quality Award.

Regarding this, Guan Qing, Chairman of China Construction Engineering Corporation, said, "An excellent international enterprise must have a globally renowned brand and a more influential and inspiring corporate culture."

After years of development, the brand image of "China Construction" has gained widespread recognition in the domestic market and the international community, gradually becoming a beautiful business card of "China Construction". The "China Architecture" brand has been selected for five consecutive years in the "World Brand 500" list compiled by the World Brand Lab; Ranked 44th in the 2016 Global Brand Value 500 by Brand Finance, a renowned independent consulting firm for brand management and evaluation, one of the top five international brand value evaluation authorities; Awarded the title of "Excellent Brand Building Enterprise" in the first session of the State owned Assets Supervision and Administration Commission of the State Council.

The Soul of Brand

Chinese architecture deeply recognizes that the culture and brand of a company coexist and complement each other. In order to become an internationally competitive investment and construction group, China State Construction Corporation (CSCEC) takes culture as an important support, accelerates the pace of brand building, designs brand work systems and plans from a high starting point and high level, and completes key tasks such as brand system construction, brand influence and cultural connotation exchange, brand promotion and cultural promotion integration.

With the baptism of the transformation from planned economy to market economy in China, Chinese architecture has innovated in inheritance and made breakthroughs in competition. The brand and cultural construction has also experienced the process from spontaneity to consciousness, from feeling the stones to crossing the river to top-level design.

In 1996, China State Construction Corporation (CSCEC) took the lead in introducing the CI strategy in the domestic construction industry, implementing cultural integration and brand unity, and vigorously promoting the construction of the "CSCEC" brand, laying the image and cultural foundation for the rapid development of the enterprise. In particular, the "trinity" cultural construction project of cultural philosophy, CI strategy, and behavioral norms has become a breakthrough point for the integration of the group's brand culture internally, and a model for peer learning externally, which has had a positive social impact. Domestic construction enterprises have formed a whirlwind of creating a CI image, effectively promoting the improvement of civilized construction level in the construction industry.

By implementing a comprehensive and multi-dimensional image coverage of the project, China Architecture has found a carrier for brand building and communication through visual image design. At the same time, CI strategy and project management have been organically integrated, and a new project management model of "process boutique, price separation, CI image" has been pioneered. The brand image is displayed with high reputation, high intensity, and high impact information, and the "China Architecture" brand is deeply rooted in people's hearts with the image of a "garden style" construction site.

In 2012, on the occasion of the 30th anniversary of the establishment of China Construction Engineering Corporation, the "China Construction Code" was officially released, followed by the issuance of the "Ten Standards and Nine Chapters" code of conduct manual, marking the official establishment of China Construction's brand culture system with the mission of "expanding happy space", the core values of "quality assurance and value creation", and the spiritual core of "integrity, innovation, transcendence, and win-win".

Afterwards, a group of personified avant-garde portraits, represented by Chen Chaoying, Lu Jianxin, Zhai Sihong, Hua, Zhou Yuqi, and others, continued to emerge. Through the deeds of these pioneers, the "Creed of China Construction Corporation" and "Ten Classics and Nine Chapters" have been deeply rooted in people's hearts, becoming the value pursuit and behavioral norms of the entire group, and making active performance and craftsmanship spirit a universal pursuit and conscious action of all China Construction personnel.

At the same time, China Construction will integrate brand building and management improvement. Drive innovation in enterprise management concepts, systems, mechanisms, and methods through core values and behavior orientation, and promote enterprise transformation and upgrading; By carrying out systematic top-level design, enhance the scientific level of overall brand culture construction; By promoting a unified brand image and clarifying the parent-child brand relationship, a "brand galaxy" of Chinese architecture is formed. The spiritual heritage and value pursuit of enterprise management are increasingly integrated into the big brand of "China Construction", ensuring the continuous improvement of brand reputation. Professional sub brands such as China Construction Design and China Construction Steel Structure have become the preferred choices for homeowners in related fields, and China Overseas Real Estate has ranked first in brand value in the industry for 13 consecutive years.