On the occasion of the fifth anniversary of General Secretary Xi Jinping putting forward the important remarks on the "Three Transitions" (transitions from 'Made in China' to 'Created in China', from “China Speed to “China Quality”, from Chinese products to Chinese brands) of China's brand building, a Chinese brands strategic alliance, initiated by the China Media Group (CMG) and participated by more than 1000 members, was established in Beijing on May 10. A grand ceremony of making China a brand powerhouse was launched at the same time. Liu Aili, Secretary of the Leading Party Members’ Group and Chairman of China Post Group, attended the event and delivered a speech, saying that the company should bear in mind the founding mission, fulfill the responsibility of the State-owned enterprise, and contribute to the strategy of strengthening the country through brand building.

Liu Aili said that in recent years, China Post has kept implementing the new development concept, deepening reforms, and pushing ahead with transformation and upgrading. At present, China Post has evolved from a traditional postal enterprise to a conglomerate covering basic postal services, modern financial services (banking, insurance, and securities), modern express and logistics services as well as e-commerce. He also mentioned that China's economy is currently at a pivotal stage for transforming its growth model, optimizing its economic structure, and fostering new drivers of growth. Creating more world-renowned Chinese brands is conducive to improving the quality of the supply system and meeting the demand of consumption upgrading. China Post focuses on its brand strategy, continues to forge its brand value, accelerates the construction and management of China Post brand, constantly improves its planning, enriches its substance, strengthens its system and the publicity, and demonstrates the postal culture, and tells its brand story of “of the people and for the people”, so as to enhance the overall image of China Post brand.

Faced with the new situation of the deep integration of the Internet, big data, artificial intelligence (AI) and the real economy, together with people's needs for postal service in their striving for a better life, Liu Aili pointed out that China Post will fully focus on customers’ new demand of consumption upgrading and carry forward the spirit of innovation, craftsmanship and collaboration. It will also fully demonstrate its outstanding achievements in its reform and development in the new era, and continuously improve its comprehensive strength to be the “national team” of the industry, thereby pushing forward its brand upgrading, and achieving a breakthrough in its brand value, and ultimately facilitating the high-quality development of the enterprise.

Liu Aili pointed out that brand building is key to high-quality development and supply-side structural reforms; it is key to people's sense of fulfillment, happiness and security; it is also key to China's international image and international competitiveness. Above all, it is a strategic, comprehensive and systematic project. Then he concluded that in this new era, China Post is willing to join hands with more domestic enterprises, pool all resources, and work hard to implement General Secretary Xi Jinping's call for “Three Transitions, thereby jointly advancing the development of Chinese brands, making new breakthroughs in such aspects as market share, brand loyalty and global leadership, and eventually contributing to the building of a moderately prosperous society in all respects and the realization of Chinese Dream of national rejuvenation.

It is reported that the Chinese brands strategic alliance covers 1,200 initial members including government organs, enterprises, universities, industry associations and research institutes. The members of the alliance issued a joint statement saying that the alliance will gather strengths from all walks of life through strong cooperation, and implement the strategy of strengthening the country through brand building in the new era. They will shoulder their mission of strengthening branding building, continue to tap the potential of their brands to assist their high-quality development, and they will work together to push ahead with the national brand-building strategy and make every effort to meet people’s yearning for a better life.

A large-scale TV campaign was also launched on-site.