In recent years, the Shandong Provincial Leading Group, under its strong quality and brand strategy initiative, announced the list of high-quality product production bases and leading enterprises in 2013. Among the selected areas, Zhoucun District of Zibo City was awarded the title of "Creating Shandong Province High-Quality Upholstered Furniture Manufacturing Bases." This recognition marked Zhoucun as a key production base for premium soft furniture in the province. In addition, several local companies, including Shandong Fengyang Group Co., Ltd., Shandong Fuwang Furniture Co., Ltd., and Shandong Lantian Furniture Co., Ltd., were honored as "Leading Key Enterprises for Creating Shandong High-Quality Product Production Bases."
The district has been making consistent efforts to enhance the branding of its furniture industry. By encouraging local furniture companies to pursue national and provincial famous brand titles, it has helped businesses focus on innovation, protect their intellectual property, and elevate their market presence. These initiatives have significantly boosted the brand development of the sector. For example, Fengyang's mattresses and sofas have received the "China Famous Brand" and "Shandong Famous Brand" awards, while Shengdelong sofas also earned the "Shandong Famous Brand" title. Fengyang Group became a vice-chairman unit of the China Furniture Association, and its trademarks, along with those of Fuwang and Blue Sky, have been recognized as well-known brands across the country. In 2010, Blue Sky Sofa became one of the first in its industry to pass the Chinese environmental label certification. Under the guidance of these leading enterprises, many small and medium-sized businesses have joined the movement to build strong brands.
During the creation process, the Zhoucun District Quality and Technical Supervision Bureau played a crucial role in promoting the establishment of high-quality production bases. It viewed this initiative as an effective means to advance quality development at both the regional and enterprise levels. The bureau established an organizational coordination mechanism and work system, formulated implementation plans, set long-term goals, and defined annual objectives. A target responsibility system was put in place, ensuring clear division of labor and regular monitoring and inspections to ensure the smooth progress of the project. It also encouraged enterprises—especially SMEs—to strengthen quality management, improve product standards, and shift from individual brand development to building regional brand identity. The bureau actively supported the creation of high-quality production bases and promoted the growth of leading enterprises that could represent the region nationally. Additionally, it conducted surveys and investigations of local industrial clusters, clarifying industry scale, number of enterprises, and company conditions, while actively supporting the application and promotion of innovative products.
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