2024年中国品牌博览会上，这些“亮”了！

Hardcore tech "breaks out", Chinese brands embrace "trendiness"

　　Recently, the Exposition on China Brand 2024 was held in Shanghai, showcasing nearly 1,800 brand enterprises. At the expo, China's "hard tech" continued to make new strides, with traditional Chinese brands attracting a large number of young viewers, and geographical indications aiding vibrant practices in rural revitalization... Chinese enterprises, fueled by a passion for innovation, are rapidly embracing new quality productive forces, demonstrating the myriad possibilities of Chinese brands under intellectual property rights.

R&D support technology upgrade

　　"The entire main bearing of the shield machine has a diameter of 8.61 meters, and what you see here is only about one-ninth of it," said a representative from China Railway Construction Corporation Limited, which developed the world's largest diameter shield machine's integral main bearing. "Standing up, the main bearing is as tall as a three-story building and weighs 62 tons, capable of withstanding over ten thousand tons of load. Its successful development marks an important step towards the domestic production of large-diameter shield machines," said the representative.

　　Splits, deep squat, forward bend, shoulder shrugs……Sichuan Fude Robot Co., Ltd. dazzled audiences with a humanoid robot named "Tlibot T1". "The bare robot weighs only 37 kilograms but can perform weighted squats of up to 145 kilograms," said Yan Jin, the company's Business Director. The robot, entirely self-developed and produced, holds more than 20 invention patents and is slated for deployment in unmanned delivery, vending, food service, and healthcare scenarios.

Innovation and tradition fuel the "national tide"

　　Combining trendiness and taste, instant foods like purse-shaped buns and durian twists, along with traditional-yet-stylish tonic drinks like "night owl water" and "good night water", were showcased by Beijing Tong Ren Tang. The 350-year-old brand is gradually transitioning to new retail, merging traditional Chinese medicine with contemporary health management to create the "Zhi Ma Health" brand. At Zhi Ma Health stores, young people can experience traditional Chinese medicine culture while enjoying the modern retail setting.

　　"Chinese products are becoming increasingly 'trendy'. Look at this down jacket-it's not only stylish but also feels comfortable," said a staff  at Bosideng's booth, whose products blend technology with fashion, gaining public approval. "The showcased product is designed for outdoor use, featuring thermo-humidity balance technology to provide temperature retention and breathability, enhancing the outdoor experience for consumers," said the staff. In recent years, Bosideng has warmed the world with the "Temperature of China".

GIs revitalize the countryside

　　Tired from walking the expo? Take a break in the "Zhangjiajie National Forest Park" themed area and enjoy some freshly brewed berry tea. Zhangjiajie berry tea, protected by geographical indication (GI) and trademark, is primarily grown in Yongding District of Zhangjiajie City, Hunan Province. The district's berry tea cultivation has reached 150,000 acres, generating an annual comprehensive output of 2.5 billion yuan, establishing a characteristic industry cluster in Hunan Province and strengthening the town of Maoyan River as a national model for rural industrial integration.

　　The large, fleshy, and sweetly glutinous longans from Putian received widespread praise at the event. Tian Gui (Fujian) Food Co., Ltd., a company born in response to the rural revitalization strategy, leverages the original longan base in Putian to create three brands tailored to different market needs: "Tian Gui", "Putian Guiyuan" and "Gu Xiao Yuan". "The company has enabled more than a thousand fruit farmers to find employment and increase their income right at their doorsteps," said Huang Qiwei, Director of Brand Marketing at the company. Tian Gui has established the first longan industry park in Putian, now owning nearly 2000 acres. To maximize the dual-use value of longans as both food and medicine, the company has collaborated with the Fujian Academy of Agricultural Sciences among others to develop new varieties and deeply processed products. (by Su Yue)

　　近日，2024年中国品牌博览会（下称博览会）在上海举办，对近1800家品牌企业进行展示。博览会上，中国的“硬科技”持续上新，老牌国货收获大批年轻观众，地理标志助力乡村振兴涌现生动实践……中国企业以创新热忱加速拥抱新质生产力，中国品牌在知识产权赋能下展现出万千可能。

加强研发 科技再升级

　　“整个盾构机主轴承直径8.61米，您现在看到的实物部分仅是它的大概九分之一。”中国铁建股份有限公司研发的全球最大直径盾构机整体式主轴承亮相。“主轴承立起来有3层楼高，重量达62吨，能够承受超万吨级载荷。它的成功研制是超大直径盾构机国产化迈出的重要一步。”该公司有关负责人告诉记者。

　　一字马、深蹲、体前屈、耸肩……四川福德机器人股份有限公司的“天链T1”人形机器人的精彩表演获得观众喝彩。“这款产品裸机仅重37公斤，可实现负重深蹲145公斤。”该公司业务总监颜进告诉记者，该款机器人实现全产业链自研自产，拥有20余件发明专利，未来将投入无人配送、无人售卖、餐饮食品制作、医疗护理等场景。

守正创新 国潮更澎湃

　　褡裢火烧派、榴莲麻花等速食产品结合新潮与美味，熬夜水、晚安水等药食同源草本饮品汇集健康与时尚……有着350余年历史的北京同仁堂以健康国潮的形象亮相。近年来，北京同仁堂逐步向新零售模式转型，将中医药文化与当代健康管理融合成新零售IP，打造了“知嘛健康”品牌。在知嘛健康的门店里，年轻人既可以体验传统中医药的文化底蕴，又能感受现代新零售模式的魅力。

　　“现在的国货越做越‘潮’了，你看这个羽绒服款式好看，面料摸着也舒服！”波司登羽绒服产品展现出的科技与时尚之美获得观众认可。“我们展出的这款产品针对户外场景进行研发设计，采用热湿力平衡技术，能够实现锁温透湿，为消费者带来良好的户外体验。”波司登展区的一位工作人员向记者介绍，近年来，波司登以“中国温度”温暖世界。

地标引领 乡村增活力

　　逛展累了，可以来“张家界国家森林公园”专题展区，品一品茶艺师现场泡好的莓茶。张家界莓茶拥有地理标志保护产品与地理标志证明商标双重身份，其主产区位于湖南省张家界市永定区。目前，永定区莓茶种植面积已达15万亩，年综合产值25亿元，创建实施了湖南省“一县一特”特色产业集聚区，国家农村一二三产业融合发展莓茶特色产业强镇（茅岩河镇）。

　　果大肉厚、软糯香甜的莆田桂圆在现场广受好评。展位上的天桂（福建）食品有限公司是一家响应乡村振兴战略而诞生的企业。依托莆田桂圆原产基地优势，该公司针对不同市场需求打造出“天桂”“莆桂圆”“古小圆”3个品牌。“公司前后带动1000余户果农在家门口实现就业、增收致富。”该公司品牌市场部总监黄奇伟告诉记者，公司建立了莆田市首个桂圆产业园，现自有基地近2000亩；联合福建省农业科学院等单位研发新品种，开发精深加工产品，最大限度发挥桂圆药食两用价值。（苏悦）

（文章来源：中国知识产权报 原标题：硬核科技频“出圈” 国货品牌弄“新潮”）