In recent years, the leading group of Shandong Province, which focuses on enhancing product quality and building strong brands, has announced the list of high-quality product production bases and leading enterprises in 2013. Among the selected areas, Zhoucun District in Zibo City was honored with the title of "Creating Shandong Province High-Quality Upholstered Furniture Manufacturing Bases." This recognition marks Zhoucun as a key production hub for premium soft furniture within the province. Additionally, three major companies—Shandong Fengyang Group Co., Ltd., Shandong Fuwang Furniture Co., Ltd., and Shandong Lantian Furniture Co., Ltd.—were recognized as "Leading Key Enterprises for Creating Shandong High-Quality Product Production Bases."
The district has been making continuous efforts to strengthen its furniture industry’s brand image. By encouraging local furniture companies to pursue national and provincial famous brand titles, it has supported enterprises in innovation and safeguarded their intellectual property rights. These initiatives have significantly boosted the branding of the local furniture sector. For example, Fengyang's mattresses and sofas have earned the title of China Famous Brand and Shandong Provincial Famous Brand, while Shengdelong sofas have also gained recognition as a Shandong Famous Brand. Fengyang Group has become a vice chairman unit of the China Furniture Association, and several of its trademarks, including Fengyang, Fuwang, and Blue Sky, have been designated as well-known trademarks in China. In 2010, Blue Sky Sofa became the first in its industry to pass the Chinese environmental label certification.
Under the leadership of these prominent enterprises, many small and medium-sized businesses have joined the movement to build strong brand identities. The Zhoucun District Quality and Technical Supervision Bureau has played a crucial role in driving the establishment of high-quality product production bases. It has implemented effective strategies to promote quality development at both the regional and enterprise levels. A comprehensive organizational mechanism and work system were established, with clear implementation plans, long-term goals, and annual targets. The bureau also ensured proper division of responsibilities, regular progress reviews, and strict supervision to ensure the success of the initiative.
Furthermore, the bureau has encouraged enterprises, especially SMEs, to enhance their quality management systems and improve product standards. It has promoted the transition from individual product and enterprise brands to broader regional brands. By supporting the development of high-quality product bases and fostering top-tier enterprises, the district is working towards building a well-known regional brand that can stand out at the provincial and national levels. Surveys and investigations into local industrial clusters have helped clarify the scale, number of enterprises, and overall conditions, enabling more effective recommendations for innovation and growth.
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