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Update : 2018-06-09

The Shanghai Municipal Bureau of Quality and Technical Supervision (SMBQTS) hosted an inauguration meeting on June 7 to unveil the logo highlighting its “Shanghai Quality” campaign and to honor World Accreditation Day 2017.

Huang Xiaolu (middle), Party secretary and director of SMBQTS, declares the opening of the meeting as well as the launch of the “Shanghai Quality” campaign. [Photo provided to China Daily]


“Shanghai Quality” campaign 

Logo profile

The logo resembles the Chinese characters “品” and “上” which combine to mean “superior quality”. [Photo provided to China Daily]

The logo is inspired by ancient Chinese culture and art, including the classical rectangular spirals commonly found on traditional Chinese bronze wares. The Chinese characters “品” and “上” are often used in speaking of superb things. 

“Shanghai Quality” campaign

As an active response to the World Accreditation Day 2017 and the “Brand China” initiative, Shanghai started the “Shanghai Quality” campaign to create prestigious Shanghai brands worthy of repute around the world, such as Shanghai Electric, ROEWE, Lao Feng Xiang Jewelry, Sine, Ley’s, and more. Shanghai, in eastern China, is known as one of the most populous and prosperous of Chinese cities, and is the birthplace of modern Chinese industries and brands. It has seen increasingly large profits in China and elsewhere thanks to the manufacturing and service brands developed in the city and its continuous endeavors to seek breakthroughs in quality supervision and technology. It has become a pioneer in the quality sector. 

Through this campaign, Shanghai endeavors to promulgate world famous standards and develop Shanghai-quality standards and systems to enhance the city’s footprint in world markets.  

What they are saying

More than 200 people, including officials, experts and engineers from government and renowned research institutes and companies that are noted for quality were present and made important lectures at the meeting. 

SMBQTS Director Huang Xiaolu pointed out the vital role the accreditation, certification and testing sectors play in quality enhancement, especially for industries in Shanghai. The “Shanghai Quality” campaign, he emphasized, was proposed as an important act for Shanghai to boost its quality performance and change the commonly accepted concepts such as “Made in Shanghai”, “Shanghai speed” and “Shanghai products” into “Invented by Shanghai”, “Shanghai quality” and “Shanghai brand”.  

Zhu Ming, deputy director of SMBQTS, gave a brief report on the “Shanghai Quality” campaign background, including its major plans and significance. He said the campaign aims to stimulate innovation and quality performance citywide and expand the impact of Shanghai brands so as to develop Shanghai into a global technical and innovation center.

Shanghai Jiao Tong University professor Yu Mingyang shared academic ways to interpret the “Shanghai Quality” campaign, including its definition, research focuses, background, and advantages. He enlivened his talks with stories of Germany’s success in brand building and tales from competitive industries developed in Shanghai.

Xie Jinghui, deputy director of the Shanghai Academy of Social Sciences and head of the Shanghai Brand Research Center, focused his speech on the importance of intellectual property rights protection and standardization to improve “Brand China” influence and win China success in “the Silk Road Economic Belt and the 21st-Century Maritime Silk Road” (B&R) initiative. 

Lu Xunhai, chief operating officer at TÜV Rheinland (Shanghai), delivered a speech on TÜV’s persistence in “making emerging technologies controllable” and excellence in its “Made in Germany” products by conducting strict testing and accreditation procedures to ensure “reliability and quality”. ZPMC is noted for its pioneering reform of “leave no work undone, no defects, no complaint letters or hotlines, no worriers or delays” before going offshore, which helped it earn the biggest share in the world market over 17 years and gained it a positive reputation in 88 countries and regions.

Yan Yunfu, chief engineer at Shanghai Zhenhua Heavy Industries (ZPMC), a China Quality Award winner and said to be China’s largest heavy equipment producer active in the international market, spoke of ZPMC’s best practices in standardization and testing services. The “Shanghai Quality” project, he believes, will be a platform for active business communications and cooperation and give an impetus to updating Shanghai and China manufacturing industries. 

World Accreditation Day 2017 is a global initiative jointly created by the International Accreditation Forum and International Laboratory Accreditation Cooperation to promote the value of accreditation. This year’s theme focuses on how accreditation delivers confidence in the construction industry. [Photo provided to China Daily]

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