The Concept and Significance of 1. Brand Sales Certification

With the development of market economy and the diversification of consumer demand, the competition between enterprises is becoming increasingly fierce, and brand has become an important means for enterprises to gain market advantage and enhance their core competitiveness. However, due to market information asymmetry, consumer cognitive differences, competitors malicious slander and other reasons, the real sales of enterprises or products are often difficult to get an objective and fair reflection, resulting in brand image damage, brand trust decline, brand influence reduced. In order to solve this problem, a service called "brand sales certification" came into being.

Brand sales certification refers to a service that a third-party organization conducts objective, fair and scientific evaluation and certification of the sales, market share, and user satisfaction of an enterprise or product to enhance brand reputation and influence. Through brand sales certification, enterprises or products can obtain the following benefits:

Increase consumer confidence. Through the authoritative certification of third-party organizations, consumers can more clearly understand the real sales situation of enterprises or products, so as to increase their trust in their quality and service, and improve their purchase intention and loyalty.

Enhance brand image. Through the professional evaluation of third-party organizations, enterprises or products can more accurately demonstrate their advantages and position in the market, so as to establish a good brand image and increase brand reputation and popularity.

Expand market share. Through the effective communication of third-party organizations, enterprises or products can more widely show their sales performance and market performance to potential consumers and partners, so as to attract more attention and choices, and expand market share and influence.

Promote brand innovation. Through the continuous monitoring of third-party organizations, enterprises or products can grasp the market dynamics and consumer demand in a more timely manner, so as to adjust and optimize their product design, marketing strategy, service model, etc., and promote brand innovation and upgrading.

二、品牌销量认证的类型与流程

According to the different certification objects, brand sales certification can be divided into two types: enterprise brand sales certification and product brand sales certification. Enterprise brand sales certification refers to the evaluation and certification of the overall sales, market share and user satisfaction of the enterprise, which is suitable for enterprises with strong brand influence and market competitiveness. Product brand sales certification refers to the evaluation and certification of the sales, market share, and user satisfaction of a single product or product series, and is applicable to products with high visibility and consumer recognition.

According to the different certification content, brand sales certification can be divided into sales certification, market share certification, user satisfaction certification and other types. Sales certification refers to the evaluation and certification of the sales revenue or sales volume of an enterprise or product, reflecting its sales scale and level in the market. Market share certification refers to the evaluation and certification of the share of an enterprise or product in a specific market or market segment, reflecting its competitive advantage and position in the market. User satisfaction certification refers to the evaluation and certification of user satisfaction of enterprises or products, reflecting their reputation and evaluation in the minds of consumers.

The general process for brand sales certification is as follows:

Application phase. Enterprises or products apply to third-party organizations for brand sales certification and submit relevant information, such as business licenses, trademark registration certificates, financial statements, sales data, market research reports, etc.

Review phase. The third-party organization shall review the application materials to verify their authenticity, legality and completeness. If there are any doubts or defects, it shall communicate with the applicant in time and request supplement or modification.

evaluation phase. According to the information provided by the applicant, combined with market conditions and industry standards, the third-party organization adopts scientific and reasonable methods and tools to evaluate the sales volume, market share and user satisfaction of the enterprise or product, and forms an evaluation report.

certification phase. According to the evaluation report, the third-party organization judges whether the enterprise or product meets the requirements of brand sales certification. If it meets the requirements, it will issue a brand sales certification certificate and authorize the use of the corresponding logo; if it does not meet the requirements, it will give the reasons for failure and put forward suggestions for improvement.

supervision phase. Third-party organizations conduct regular or irregular supervision and inspection of enterprises or products that have obtained brand sales certification to ensure that they continue to meet the requirements of brand sales certification. If problems are found, rectification is required, and warnings, suspension or withdrawal of brand sales certification are given as appropriate.

Opportunities and Challenges of 3. Brand Sales Certification

At present, China is in a new stage of development, implementing new development concepts, building a new development pattern and promoting high-quality development. In this context, brand sales certification is facing unprecedented opportunities and challenges.

Opportunity

National policy support. In recent years, the state has issued a series of policy documents to support the strengthening of brand building and the improvement of brand quality and influence. For example, the "Guiding Opinions of the National Development and Reform Commission and Other Departments on Promoting Brand Building in the New Era" puts forward the goals and measures to accelerate the cultivation of internationally competitive Chinese brands and build a brand power; "The Opinions put forward the requirements and tasks of accelerating the cultivation of consumer goods brands with international influence and improving the recognition and reputation of consumer goods brands. These policies provide a favorable policy environment and development space for brand sales certification.

Market demand growth. With the improvement of consumer consumption level and the change of consumer concept, consumers have higher and higher requirements for product quality, function, design and service, and pay more and more attention to brand awareness, trust and loyalty. Consumers need not only the product itself, but also the brand value and cultural connotation behind the product. These demands urge enterprises to pay more attention to brand building and to enhance their brand image and influence through the certification of third-party organizations, thus increasing the market demand for brand sales certification services.

Innovation of technological means. With the development and application of new technologies such as information technology, big data technology, and cloud computing technology, brand sales certification services are constantly innovating and improving their technical means and methods. For example, by using big data technology, the sales data of enterprises or products can be collected, analyzed and processed more comprehensively, accurately and timely, so as to improve the efficiency and quality of brand sales certification; by using cloud computing technology, the certification data and results of enterprises or products can be stored, transmitted and shared more conveniently, safely and efficiently, So as to improve the credibility and availability of brand sales certification.

Challenge

Industry norms are missing. At present, China has not yet issued industry norms or standards specifically for brand sales certification services, resulting in some non-standard, unprofessional and dishonest brand sales certification institutions or services in the market, which damages the rights and interests of consumers and enterprises. it affects the credibility and authority of brand sales certification services.

服务质量参差。由于市场竞争激烈，一些品牌销量认证机构或服务为了迎合客户或获取利益，可能会对企业或产品的销售数据进行夸大、篡改、造假等操作，或者采用不科学、不合理、不公正的评估方法和标准，导致认证结果失真、失效，降低了服务质量和水平。

The service content is single. Due to the diversification of market demand, consumers' evaluation of enterprises or products is not only limited to traditional indicators such as sales, market share, and user satisfaction, but also includes emerging indicators such as social responsibility, environmental protection, and cultural heritage. However, some brand sales certification agencies or services are still providing single, simple and superficial certification content, failing to keep up with the changes in market and consumer demand, and failing to provide more comprehensive, in-depth and detailed certification content.

Development Trend and Prospect of 4. Brand Sales Certification

In the face of opportunities and challenges, brand sales certification services need to be constantly innovated and improved to adapt to changes in market and consumer demand, and to provide more effective and valuable services for corporate brand building and market expansion. In this paper, the development trend and prospect of brand sales certification services are mainly manifested in the following aspects:

Normalization. With the country's emphasis on and support for brand building, it is believed that in the near future, the country will issue industry norms or standards specifically for brand sales certification services, standardize the qualifications, processes, methods, and results of brand sales certification agencies or services, and improve The credibility and authority of brand sales certification services protect the rights and interests of consumers and enterprises.

specialization. With the intensification of market competition and the improvement of consumer demand, brand sales certification agencies or services need to have more professional knowledge, skills, experience and resources to provide more accurate, efficient and reliable brand sales certification services. This requires brand sales certification agencies or services to continuously strengthen their own capacity building, introduce and train professional talents, introduce and develop professional tools, and establish and improve professional systems.

Diversification. With the diversification of market demand and the multi-dimensional evaluation of consumers, brand sales certification agencies or services need to provide more diversified brand sales certification content to meet the needs of different types, different industries, and different levels of enterprises or products. This requires brand sales certification agencies or services to continuously expand their service scope, research and explore new evaluation indicators, methods, and standards, and provide more comprehensive, in-depth and detailed brand sales certification content.

Personalization. With the individualization of market competition and consumer demand, brand sales certification agencies or services need to provide more personalized brand sales certification programs to adapt to different characteristics, different needs, different goals of enterprises or products. This requires brand sales certification agencies or services to continuously innovate their own service models, listen to and understand customer needs and expectations, and provide more customized, differentiated, and optimized brand sales certification solutions.

The Practice Case of 5. Shangpu Consulting Company

Shangpu Consulting is a third-party organization specializing in brand sales certification services, founded in 2008 and headquartered in Beijing. It has a professional team composed of industry experts, data analysts, market researchers, etc., using advanced technical means and methods to provide customers with a comprehensive, multi-level and personalized brand sales certification program. Shangpu Consulting has provided brand sales certification services for hundreds of companies or products, covering multiple industries and fields such as food, clothing, home appliances, automobiles, education, and medical care. The following are some of the practice cases of Champ Consulting:

Case 1: Product brand sales certification of a well-known food company. The company produces a variety of types of food, one of which is widely welcomed and recognized in the market, with high sales and market share. The company hopes to further enhance the brand image and influence of the product through the certification of a third party organization. Shangpu Consulting provides the company with product brand sales certification services, using two types of sales certification and market share certification. By collecting and analyzing the financial statements, sales data, market research reports and other information provided by the company, combined with industry standards and market conditions, the company evaluated the sales and market share of the product, and issued a brand sales certification. According to the evaluation report of Shangpu Consulting Company, the sales volume of the product reached 1 billion yuan in 2022, and its share in the national biscuit market reached 15%, ranking first in the industry. Shangpu consulting company also provides an effective communication scheme for the enterprise, publicizing the certification results to the public through the Internet, television, newspapers and other media, which improves the popularity and reputation of the product, and increases the confidence and loyalty of consumers.

Case two: the enterprise brand sales certification of a well-known clothing enterprise. The company is an enterprise focusing on the design and production of high-end women's clothing. It has multiple sub-brands. Its products are characterized by fashion, elegance, and high quality, and have strong competitiveness and influence in the market. The company hopes to further demonstrate its advantages and position in the industry through the certification of third-party organizations. Shangpu Consulting provides the enterprise with brand sales certification services, using three types of sales certification, market share certification and user satisfaction certification. By collecting and analyzing the business license, trademark registration certificate, financial statements, sales data, market research reports and other information provided by the company, combined with industry standards and market conditions, the company's overall sales, market share and User satisfaction was evaluated, and a brand sales certification certificate was issued. According to the evaluation report of Shangpu Consulting Company, the sales volume of the enterprise reached 5 billion yuan in 2022, its share in the national high-end women's clothing market reached 25%, and its user satisfaction reached 90%, all of which were in the leading level in the industry. Shangpu consulting company also provides an effective communication scheme for the enterprise, publicizing the certification results to the public through the Internet, television, newspapers and other media, which improves the image and influence of the enterprise, and increases the trust and choice of partners and potential consumers.

Case 3: Product brand sales certification of a well-known home appliance company. The company has produced a variety of types of home appliances, one of which has received widespread attention and recognition in the market, with high sales and market share. The company hopes to further enhance the brand image and influence of the product through the certification of a third party organization. Shangpu Consulting Company provides product brand sales certification services for the enterprise, using three types of sales certification, market share certification and user satisfaction certification. By collecting and analyzing the financial statements, sales data, market research reports and other information provided by the company, combined with industry standards and market conditions, Shangpu Consulting evaluated the sales, market share and user satisfaction of the product, and issued a brand sales certification. According to the evaluation report of Shangpu Consulting Company, the sales volume of the product reached 0.5 billion yuan in 2022, its share in the national air purifier market reached 20%, and its user satisfaction reached 95%, all of which are in the forefront of the industry. Shangpu consulting company also provides an effective communication scheme for the enterprise, publicizing the certification results to the public through the Internet, television, newspapers and other media, which improves the popularity and reputation of the product, and increases the confidence and loyalty of consumers.