The concept of 1. brand sales certification

Brand sales certification refers to the testing and evaluation of the quality, safety, environmental protection and other aspects of the company's products or services by the authority or a third-party organization, and the issuance of corresponding certificates or signs to prove that they comply with relevant standards and specifications. Brand sales certification is a market-oriented management tool that aims to improve internal management through external verification, ensure product or service quality, and meet consumer needs and expectations.

The significance of 2. brand sales certification

Brand sales certification is of great significance to enterprises, mainly reflected in the following aspects:

(1) Improve product quality and reputation. By participating in brand sales certification, companies can use the right authority or third-party agencies to conduct objective, fair, and professional testing and evaluation of the quality of their products or services, and obtain corresponding certificates or marks, thereby enhancing consumers' products or Confidence and satisfaction with service quality. At the same time, by complying with relevant standards and specifications, companies can also avoid consumer complaints, returns, claims and other issues due to substandard products or services, thereby reducing operating costs and risks.

(2) Expand market share and influence. By participating in brand sales certification, companies can show that their products or services have a high level and advantages, and form a good reputation and image in the market. At the same time, it shows its achievements and status inside and outside the industry by obtaining excellent awards or honorary titles issued by authoritative institutions or third-party institutions. These can attract more potential consumers to choose their products or services, and increase their market share and influence.

(3) Reduce operating costs and risks. By participating in brand sales certification, companies can save time, manpower, material resources and other resources, and work hard to ensure the quality of products or services. At the same time, efforts should be made to abide by the relevant standards and norms, and to avoid the risks of legal disputes, administrative penalties and market exit caused by unqualified products or services. These can reduce the operating costs and risks of enterprises, improve the profitability and competitiveness of enterprises.

(4) Improve the competitiveness of enterprises. By participating in brand sales certification, companies can comprehensively improve their product quality and reputation, market share and influence, operating costs and risks, so as to improve their competitiveness in the market. At the same time, by participating in brand sales certification, enterprises can also enhance their innovation ability and learning ability, constantly adapt to the changes and needs of the market, constantly improve and optimize their products or services, and constantly enhance their core competitiveness.

Types of 3. Brand Sales Certification

The types of brand sales certification are mainly the following:

(1) National brand sales certification. National brand sales certification refers to the brand sales certification conducted by the national certification and accreditation supervision and management department or its authorized agency. Its certification standards and specifications are based on national standards or international standards, and its certification certificates and signs have national authority. And credibility, its certification scope and effectiveness are universal and mandatory at the national level.

For example, the China Quality Certification (CQC) logo issued by the China Quality Certification Center (CQC), the China National Accreditation (CNAS) logo issued by the China Standards Certification Center (CNAS), and the China Metrology Certification Center (CMC) issued by the China Metrology Certification Center (CMC) Mark, etc., are all national brand sales certification.

(2) Industry-level brand sales certification. Industry-level brand sales certification refers to the brand sales certification conducted by industry associations or their authorized institutions. Its certification standards and specifications are based on industry standards or industry specifications. Its certification certificates and signs have industry-level authority and credibility. Its certification scope and effectiveness have industry-level particularity and voluntariness.

For example, the China Electronic Product Quality Certification (CEPCA) logo issued by the China Electronic Product Quality Association (CEPCA), the China Food Safety Certification (CFIA) logo issued by the China Food Industry Association (CFIA), and the China Textile Quality Certification (CTA) logo issued by the China Textile Industry Association (CTA) are all industry-level brand sales certification.

(3) regional brand sales certification. Regional brand sales certification refers to the brand sales certification conducted by local governments or their authorized agencies. Its certification standards and specifications are based on local standards or local specifications. Its certification certificates and signs have regional authority and credibility. The scope and effectiveness of certification are regional and voluntary.

For example, the Beijing Municipal Quality Certification (BQTS) logo issued by the Beijing Municipal Bureau of Quality and Technical Supervision (BQTS), the Shanghai Municipal Quality Certification (SQTS) logo issued by the Shanghai Municipal Bureau of Quality and Technical Supervision (SQTS), and the Guangdong Provincial Quality and Technical Supervision (GQTS) The Guangdong Provincial Quality Certification (GQTS) logo, etc., all belong to regional brand sales certification.

(4) Enterprise brand sales certification. Enterprise-level brand sales certification refers to the brand sales certification carried out by the enterprise itself or its entrusted organization, its certification standards and norms are based on enterprise standards or enterprise norms, its certification certificates and marks have enterprise-level authority and credibility, its certification scope and effectiveness with enterprise-level personalization and autonomy.

For example, the Huawei Brand Sales Certification (HUAWEI) logo issued by Huawei Technologies Co., Ltd. (HUAWEI), the Alibaba Brand Sales Certification (ALIBABA) logo issued by Alibaba Group (ALIBABA), and the Tencent Brand Sales Certification (TENCENT) logo issued by Tencent Holdings Limited (TENCENT) are all enterprise-level brand sales certification.

Process of 4. Brand Sales Certification

The process of brand sales certification generally includes the following steps:

(1) Application for certification. Enterprises apply for certification to the certification body, fill in the certification application form, and submit relevant information and proof, such as business license, product or service introduction, sales data, market research report, etc.

(2) Audit information. The certification body shall review the information and certificates submitted by the enterprise to verify its authenticity, legality and validity. If there is any doubt or deficiency, the enterprise shall be required to supplement or modify it.

(3) Detection and evaluation. The certification body conducts on-site or laboratory testing and evaluation of the company's products or services, and scores or ratings its quality, safety, environmental protection, etc. according to relevant standards and specifications. If there is any unqualified or non-conforming place, the company is required to improve or rectify.

(4) Issue a report. According to the results of the inspection and evaluation, the certification body shall issue a certification report, and make certification conclusions and suggestions for the products or services of the enterprise. If the certification is passed, the certification certificate or mark shall be issued. If the certification is not passed, the reasons and requirements shall be explained.

(5) Supervision and review. The certification body shall conduct regular or irregular supervision and review of the products or services of the certified enterprises to check whether they continue to meet the relevant standards and specifications, whether there are quality problems or risks, and if there are changes or problems, the enterprise shall take measures, such as serious or repeated, suspension or revocation of the certification certificate or mark.

5. brand sales certification matters needing attention

Brand sales certification is a useful market-oriented management tool, but companies should also pay attention to the following aspects when participating in brand sales certification:

(1) Select the appropriate authentication type. Enterprises should choose their own certification types according to the characteristics of their products or services, market demand, target positioning, etc., such as national, industry, regional or enterprise level, as well as specific certification bodies, certification standards, certification scope, etc., in order to achieve the best certification effect.

Enterprises should not blindly pursue high-level certification and ignore their actual situation and market positioning, otherwise, it may lead to problems such as high certification costs, excessive certification difficulties, and unsatisfactory certification results.

(2) Actively cooperate with certification activities. After applying for certification, the enterprise shall actively cooperate with the audit, testing, evaluation, supervision, review and other activities of the certification body, truthfully provide relevant information and proof, complete the certification activities in accordance with the prescribed time and requirements, and take timely improvement or rectification measures to maintain the effectiveness and continuity of the certification. Enterprises should not conceal, forge, tamper with or abuse the relevant information and proof, or refuse, hinder or deceive the activities of certification bodies, otherwise, may lead to the failure or revocation of certification, and even bear legal responsibility.

(3) Reasonable use of certification results. After obtaining certification, enterprises should make reasonable use of the certification results, such as using certification certificates or marks in the packaging, labeling, advertising and publicity of products or services, so as to show their brand image and market competitiveness to consumers or other stakeholders, and increase their sales and share.

Enterprises should not abuse or misuse the results of certification, such as the use of certification certificates or marks on uncertified products or services, or exaggerate or distort the meaning and function of certification results, otherwise, it may lead to misleading or deception of consumers, damage their reputation and image, and even bear legal responsibility.

6.Conclusion

Brand sales certification is a market-oriented management tool that effectively enhances the brand image and market competitiveness of an enterprise, through testing and evaluating the quality, safety, environmental protection and other aspects of the enterprise's products or services, and issuing corresponding certificates or signs to prove that they meet the relevant standards and norms. This paper analyzes the concept, significance, type, process and precautions of brand sales certification, and introduces how to use brand sales certification to enhance the competitiveness of enterprises. It is hoped that this paper can be helpful and enlightening to enterprises engaged in or in need of such services.