Approved by the State Council, it has been established as "China Brand Day" since May 10, 2017. In response to the first "China Brand Day", China State Construction Engineering Corporation (hereinafter referred to as "China Construction"), a state-owned enterprise, has once again shown its courage to take responsibility for the times.

90% of China ’s 300m or more high-rise buildings, 3/4 of key airports, 3/4 of satellite launch bases, 1/2 of nuclear power stations, 1/3 of urban comprehensive corridors, etc. "Dangerous, heavy" key engineering projects are all from the hands of Chinese architecture; Pakistan's Peshawar-Lahore Expressway, Brunei Temblon Bridge, Congolese National Highway 1, Algeria Great Mosque, Alexander Hamilton, USA Bridges, Bahamas Island Resorts, etc., have increased their international brand influence. The landmark buildings that make the people of the world proud are also built by Chinese architecture. Around the world, with the high-quality brand image established by Chinese architecture over the past 35 years, the blue "China Architecture CSCEC" brand logo has long been integrated into the hearts of the people.

This is the epitome of "building a happy space" for Chinese architecture in the world, and the biggest praise for "Chinese architecture" brand. Over the past decades, relying on superb technology, excellent quality and integrity to perform, Chinese architecture has used its own brand image to win trust, honor, larger market and broader space for Chinese brands and even the Chinese image.

People from all over the world are building their own brand dreams into national business cards and shouldering the national brand dreams. The "China Architecture" brand story is not only the experience of one of the world's largest investment and construction companies, but also a footnote of the times.

Brand is the national business card

Brand is the national business card and an important embodiment of the country's soft power. Building an internationally renowned brand can often generate huge role models, enhance national pride and self-confidence, lead global resource allocation and market development, and strengthen the country's right to speak in the global economic system.

The Chinese party and the country have always paid close attention to brand development and have always put the brand on the highest point of national strategy. The Central Committee of the Communist Party of China has given important instructions on “To promote the transformation of Chinese products into Chinese brands”; the government work report stated that “to build more world-renowned“ Chinese brands ””; "Strengthening the construction of quality brands"; the State-owned Assets Supervision and Administration Commission of the State Council issued the "Guiding Opinions on Strengthening the Brand Construction of Central Enterprises", which points out the direction for central enterprises to build international brands.

China Construction actively responds to the call and deployment of the party and the country. It will build the "China Construction" brand and help the "China Construction" brand as an inescapable responsibility of the times. In combination with the characteristics of the investment and construction industry, it will accurately position and lead the industry's progress. Good top-level design, solid progress, and work efficiency.

China Construction entered the Fortune Global 500 for the first time in 2006, ranking 486th. After 11 years of progress, it jumped to 27th in 2016, ranking first among ENR global contractors. It has been awarded the world's three famous credit rating agencies for 2 consecutive years. S & P, Moody's and Fitch unanimously awarded the industry's highest global credit rating; won the highest honor in the quality field of the Chinese government-China Quality Award.

In this regard, Guan Qing, chairman of China State Construction Engineering Corporation, said, "A first-class international company must have a world-renowned brand and a highly influential and inspiring corporate culture."

After years of development, the brand image of "China Construction" has been widely recognized by the domestic market and the international community, and has gradually become a beautiful business card for "China Construction". "China Construction" brand has been selected into the "World Top 500" list compiled by the World Brand Lab for 5 consecutive years; in the top five international brand value evaluation authorities-the famous British brand management and evaluation independent consultant Brand Finance Ranked 44th in the "2016 Global Top 500 Brand Values" ranking; won the first "Excellent Brand Building Enterprise" title of the SASAC of the State Council.

The soul of the brand

China Architecture recognizes deeply that a company's culture and brand coexist as one another. In order to become the most internationally competitive investment and construction group, China Construction relies on culture as an important support, accelerates the pace of brand building, and designs the brand work system and work plan at a high starting point and a high standard, focusing on building the brand system and brand impact Interaction with cultural connotations, integration of brand promotion and cultural promotion, etc.

Along with the unprecedented baptism of China's unprecedented planned economy to market economy, Chinese architecture has innovated in inheritance and made breakthroughs in competition. The brand and cultural construction has also gone from spontaneous to conscious, from crossing the river to the top design process.

In 1996, China Construction took the lead in introducing the CI strategy in the domestic construction industry, implemented cultural integration and brand unification, and vigorously promoted the construction of the "China Construction" brand, laying an image and cultural foundation for the rapid development of enterprises. In particular, the "Trinity" cultural construction project of cultural philosophy, CI strategy, and code of conduct has become a breakthrough point for the integration of the Group's brand culture internally, and a model for peer learning externally, which has a positive social impact. Leading domestic construction companies to form a whirlwind to build a CI image, which has effectively promoted the improvement of civilized construction in the construction industry.

By implementing all-round and multi-angle image coverage of the project, China Architecture has found a carrier for brand building and communication through visual image design, and at the same time organically integrated the CI strategy and project management, creating the "process quality, price separation "CI image" project management new model, showing the brand image with high reputation, high intensity, high impact information, "Chinese architecture" brand accompanied by the image of "garden-like" construction site.

In 2012, at the time of the 30th anniversary of the establishment of China State Construction Engineering Corporation, the "China Construction Creed" was officially released. Since then, the code of conduct manual "Ten Codes and Nine Chapters" was issued, marking the mission of Chinese architecture to "expand a happy space" The brand culture system with "quality assurance, value creation" as its core values, and "integrity, innovation, transcendence, and win-win" as its spiritual core has been formally determined.

Since then, China State Construction has successively launched the national typical model Chen Chaoying, Lu Jianxin, one of the top ten models of "State-owned Enterprise Dedicated Good Employees", the Central Propaganda Department's major model Zhai Sihong, Wang Hua, and Zhou Yuqi, an outstanding Communist Party member of the State-owned Assets Supervision and Administration Commission of the State Council. Criticize the vanguard group portrait. Through these pioneering deeds, the "China Construction Creed" and "The Ten Chapters and Ten Chapters" have been deeply rooted in the hearts of the people, becoming the Group's value pursuit and code of conduct, and actively fulfilling responsibilities and craftsmanship have become the universal pursuit and conscious action of all China Construction People. .

At the same time, China Construction integrates brand building and management improvement. Drive innovation in corporate management concepts, systems, mechanisms, and methods through core value concepts and behavioral orientation, and lead the transformation and upgrading of enterprises; carry out a systematic top-level design to improve the scientific level of the overall brand culture; by promoting a unified brand image, The mother-child brand relationship forms the "brand galaxy" of Chinese architecture. The spiritual foundation and value pursuit of the way of business management are increasingly integrated into the "China Construction" brand, ensuring that the brand's reputation continues to increase. China Construction Design, China Construction Steel Structure and other professional sub-brands have become the first choice of owners in related fields, and China Overseas Real Estate has ranked first in the industry for 13 consecutive years in terms of brand value.

Brand foundation

Strong strength and integrity performance are the foundation of China Construction's brand.

In 1984, the recently established Chinese building "amazed" the world with its outstanding performance in the construction of the Shenzhen International Trade Building, which was "the tallest building in China". After three consecutive failures of the sliding form construction process, the CSC staff under pressure, did not get discouraged, did not give up, and kept experimenting. The fourth sliding form succeeded in one fell swoop, and finally created the "Shenzhen speed" of the structure layer in three days. .

"Shenzhen Speed" has shaped the brand image of "Dare to Be the First" for Chinese architecture, and has created a precedent for the Chinese construction industry to surpass the advanced level in the world. It has also become synonymous with China's reform, opening up and rapid development, and has been talked about. To this day, "Shenzhen Speed" is still a synonym for the exemplary project in the field of investment and construction in China.

Since then, Beijing International Trade Center, Shenzhen Diwang Building, Shanghai World Financial Center, Guangzhou West Tower ... China Manned Space Project, Daya Bay Nuclear Power Plant, Hong Kong New Airport, "Water Cube", New CCTV Site, Taishan Nuclear Power Plant, Nanjing South Railway Station, Kazakhstan The large high-speed rail ... and the recent 597-meter Tianjin 117 Building, the 600-meter Shenzhen Ping An Financial Center, and the 636-meter Wuhan Greenland Center ... A large number of iconic projects have been honoured in the history of the Chinese construction industry and have become a symbol of China's economic prosperity.

In 2016, China Construction successively undertook major projects such as the six permanent exhibition halls of the Communist Party of China, the G20 Hangzhou Summit venue, and the main venue of the Dunhuang Cultural Expo, which carried out the external display of the national image, deepened the friendship between the Chinese and Russian people, implemented home diplomacy, and promoted The political mission of the “Belt and Road” strategy is also a carrier for China to show the craftsman spirit, traditional culture and modern technology to the world. All three projects face the challenges of time constraints, heavy tasks and limited resources. In the construction of the project, we must not only reflect the characteristics of Chinese culture, but also pursue the beauty of details. The project has a large volume, poor construction environment and harsh construction conditions. Whether the project can be completed on schedule and with high quality is not only a comprehensive consideration of Chinese architectural design, construction, management and technical capabilities, but also directly affects the smooth holding of related activities and the shaping of the "Chinese architecture" brand.

Faced with difficulties, Chinese architecture has gone all out to "run" to enter the field, taking advantage of the entire industry chain, and formed a professional team jointly participated by its investment, design, construction, installation, decoration and other units, using global advanced management models and construction Technical ingenuity construction, infiltrating the "craftsmanship spirit" into every detail of project design and construction, using architecture to tell Chinese hospitality, and overcoming "difficult construction periods, complex structures, high requirements for use" and other difficulties, will change the "impossible" "Maybe":

——Innovative technology, adopting the "inverse method" construction in the Permanent Exhibition Hall of the Sixth National Congress of the Communist Party of China, and constructing a fully enclosed green heating shed to ensure the construction quality of indoor masonry, plastering, and ancient bricks. Complete the restoration work of the Sixth Congress of the Communist Party of China in 293 days at the first speed of the restoration of ancient buildings in Russia;

——Achieve "zero omissions". It took only 7 months to complete the reconstruction of the G20 Hangzhou Summit venue, the largest in China and the second largest in the world, successfully completed the construction of China's diplomatic home stadium, and efficiently guaranteed the operation and maintenance during the summit. Widely praised by party and state leaders and all sectors of society.

——Using the “assembled construction + EPC” method to maximize the use of the China Construction Digital Platform, which only takes 8 months to complete the main venue of the Dunhuang Cultural Expo that takes 4 years to complete, which has created the “Dunhuang Miracle” and became a building Fresh examples and successful practices of industrial transformation and upgrading and supply-side structural reform.

As the earliest “going out” investment and construction enterprise in China, China Construction has won the absolute trust of international partners time and time again with its uncompromising ability to perform in good faith with its core concept of “quality assurance, value creation”.

In Algeria, the Kama Grand Mosque is a project that challenges the limits of the world. It is obviously a daunting project to build the world's tallest minaret up to 265 meters in the place less than 30 kilometers away from the earthquake zone, and to be intact for 1,000 years as required by the owner. At the same time, the Jama Grand Mosque is also a symbol of Algeria's revival, and the bidding process has attracted great attention from the country and the international community. Chinese construction can win the competition with a total of 14 contractors or consortia in Europe, the Americas, and Asia. In addition to the first place in the comprehensive rating of technical and business standards, the "trust bonus" is a very important factor. Now, "CSCEC with difficult projects" is believed in the construction field in many countries. It is the first choice for many owners to hand over those projects with difficult construction, high quality requirements and tight schedules to Chinese architecture.

Looking at the world, China Construction has cumulatively completed nearly 6,000 projects in 129 countries and regions overseas. In the “Belt and Road” region, China Construction is a representative and leader of implementing national initiatives. The value of integrated services for overseas investment, construction and operation The organizer and leader of the chain has entered 45 countries along the line to carry out business. The Pakistan Peshawar-Karachi Expressway Project undertaken by the chain is one of the key start-up projects of the “Belt and Road” project. Key nodes, the Russian Federation Tower topped the tallest building in Europe, Kenya's Nairobi Hasta became the tallest building in Africa, and the Jakarta landmark tower in Indonesia will become the tallest building in Southeast Asia. The new capital project of Egypt, Australia Framework agreement for general contracting of infrastructure projects in Western Australia.

The iconic buildings have set a monument to the brand image of "Chinese Architecture" in the hearts of the people of the world.

The road to brand

Innovation is the primary driving force for the development of an enterprise and the only way to build a great corporate brand. China Construction always adheres to reform and innovation, and actively promotes capital operation and innovative development.

In 2007, it jointly established China Construction Co., Ltd. with three Fortune 500 companies, and successfully listed on the Shanghai Stock Exchange on July 29, 2009. Since then, the corporate governance structure has been further improved, and the Group's management and control capabilities have been significantly enhanced. A modern enterprise system that meets the characteristics of state-owned enterprises and the regulatory rules of listed companies has been initially established, and decision-making is implemented in a coordinated manner. Continue to improve capital operation capabilities. A series of measures such as mergers, acquisitions, reorganizations, and spin-offs have strengthened the group's professional and international competitiveness, optimized market layout, and improved the industrial chain. The business model has undergone profound changes. Based on the main business of traditional construction and real estate advantages, the city's comprehensive development, financial investment and construction, and the combination of industry and finance are the main forms of innovation and development. The core competitiveness has been continuously strengthened, and the value creation ability has been greatly improved. Efforts will be made to explore the integration of the "four in one" integrated service operation capability of planning and design, investment and development, infrastructure construction, and housing construction in the system, and realize the transformation from "building a house" to "building a city".

In recent years, Chinese architecture has made a series of beneficial attempts in Zhengzhou, Xi'an, Guiyang, Weifang and other places. The representative project of Zhengzhou Binhe International New City comprehensively considers the city's geographical climate, cultural characteristics, and functional layout, etc., and is positioned as an international, ecological, and smart city, creating an international, ecological, and cultural city business circle and city brand. The project independently developed the "Binhe International New City Sustainable Index Research System" and applied for the UN Urban Sustainable Development Model Award in December 2015.

At present, China's architecture focuses on the platform and coordinated roads to create an "N-in-one" platform such as overall urban area planning, environmental improvement, infrastructure construction, affordable housing construction, and industrial introduction and operation. Mutually beneficial and win-win development and innovative development have formed China. Good brand effect of architecture in the field of comprehensive urban development.

Scientific and technological innovation is also an important traction for the growth and expansion of corporate brands. China Construction has created a technological innovation system that takes the enterprise as the main body, the market as the direction, the project as the carrier, and the combination of production, education, and research. Scientific research work in the general direction, and innovation results continue to emerge. The results of the eight national science and technology research projects undertaken by the Group during the “Twelfth Five-Year Plan” period have all been accepted. Among the 700-odd projects under the “13th Five-Year Plan” national key research and development plan, China Construction has led the research of 6 projects and 28 subjects. It ranks in the TOP10 of national application units. The group was awarded the "Science and Technology Innovation Enterprise Award" of the central enterprise issued by the State-owned Assets Supervision and Administration Commission of the State Council, and 25 affiliated enterprises were successfully identified as high-tech enterprises. Chinese architecture is getting rid of the stereotype of the traditional construction industry and becoming a member of the "high-tech brand".

In 2016, China's construction transformation and upgrading achieved remarkable results. For the first time, the value of newly signed contracts exceeded 2 trillion yuan, an increase of 24% year-on-year, ranking first among similar companies in the world. The infrastructure business exploded, and the value of new contracts increased by 83% year-on-year. ; Overseas business is moving forward at a rapid pace, with operating income exceeding 10 billion US dollars for the first time.

Relying on its good business performance, China Construction actively takes on social responsibilities, providing employment opportunities for 1.2 million migrant workers on average every year, which is equivalent to driving about 5 million rural residents to a well-off society; Undertook the construction of nearly 30 million square meters of affordable housing; during the reconstruction after the Yushu earthquake, Chinese buildings completed 86 project construction tasks. In the Tianjin Port explosion accident rescue, China Construction was the earliest enterprise rescue team to arrive at the scene, and has undertaken maintenance work for more than 10,000 residential houses in 18 communities. During the rescue process of the Shenzhen landslide accident, China's construction has invested more than 100 units and more than 1,000 people to undertake the rescue tasks with the widest scope, the most difficult and the most dangerous; the Group actively carried out targeted poverty alleviation, public welfare donations and other activities. Implementing the "Three-year Plan for Precision Poverty Alleviation" to ensure that the Group assists targeted poverty alleviation counties to build a well-off society in sync with the country, and at the same time donates nearly 50 million yuan to the outside world ... all this has injected a core of responsibility into the "China Construction" brand .

In the future, world economic competition will become increasingly fierce, and the competition among enterprises is fundamentally the competition between brands. China Construction will adhere to the branded line, improve quality and efficiency, transform and upgrade, push innovation, products and operations to the extreme, carry out strong brand construction in various aspects, build the world's first brand in the field of investment and construction, and let the "China Construction" brand Become the most beautiful business card showing Chinese culture and national image.