From "Being Known" to "Being Chosen": How Can Technology Enterprises Break Through Market Challenges with Credibility?

On the afternoon of July 15, an in-depth dialogue focusing on "brand building and credibility enhancement" was held in Beijing. At the 49th session of the "Symposium on Contemporary Brand Building and Credibility Enhancement," jointly organized by the Contemporary China Television Art Production Center and the "Credit China" program group, Luo Keqin, Chairman of Zhongding Hengsheng Gas Equipment (Wuhu) Co., Ltd., gathered with entrepreneurs from various fields to explore the core theme of "how to break through challenges with credibility." Together, they addressed the advanced challenges of transforming a brand from "being known" to "being trusted" and ultimately "being chosen."

"Visible Technology, Invisible Market": The Brand Dilemma of Technology Enterprises

"We operate in a niche segment, producing products with 'visible technology but an invisible market,'" Luo Keqin stated in his opening remarks, pinpointing a common pain point among technology enterprises.

Unlike consumer goods companies that can quickly build brand recognition through advertising and marketing, technology-focused enterprises targeting the B2B market often face the awkward situation of being "strong in technology but weak in branding." As a leading enterprise in the diaphragm compressor field, Zhongding Hengsheng's products play an irreplaceable role in critical areas such as high-pressure gas processing and hydrogen storage and transportation. However, due to the highly specialized nature of the industry, ordinary consumers and even some downstream clients have limited awareness of its technological value, leading the company to rely heavily on the traditional model of "customer referrals" for market expansion.

Luo Keqin candidly noted that as industry competition intensifies and market standardization improves, relying solely on word-of-mouth is no longer sufficient to sustain long-term development. The idea that "future growth must rely on credibility to stand out" resonated widely among the entrepreneurs present. In an era of information overload, consumers increasingly depend on trust endorsements when making choices. Building credibility is precisely the path technology enterprises must take to evolve from "hidden champions" to "industry benchmarks."

Misinterpretation and Rehabilitation: How Can Enterprises Address Trust Crises?

During the symposium, Luo Keqin mentioned, "Our products provided core equipment for hydrogen refueling stations at the Beijing Winter Olympics and meet stringent standards in the nuclear power sector. Yet, these professional endorsements can sometimes be overshadowed by a one-sided report in the wave of fragmented information." He called for authoritative central channels to help enterprises clarify the truth, convey their real value through in-depth research and professional interpretation, and shape their corporate image.

In fact, Zhongding Hengsheng has long been strategizing to build credibility. From participating in the formulation of two national standards to becoming a core supplier for national hydrogen demonstration projects, from introducing third-party agencies for comprehensive quality audits to opening its production base for client and media visits, the company is taking a series of measures to transform "invisible technological advantages" into "visible trust assets." As Luo Keqin emphasized at the symposium, "The credibility of technology enterprises ultimately depends on a dual drive of 'hard strength and soft communication.' We are not afraid to compare technology or quality; what we fear is lacking the opportunity to show the market our true value."

The in-depth dialogue at this symposium provided new insights for Zhongding Hengsheng's brand advancement journey. In an era where "even the best wine fears deep alleys," actively building credibility is the only way to ensure technological value is seen, trusted, and ultimately chosen. For technology enterprises deeply engaged in high-end manufacturing, credibility is not only a "moat" for their brand but also a "golden key" to unlocking the market.

As more enterprises like Zhongding Hengsheng join the practice of credibility building, Chinese brands will establish a more solid foundation of trust in the global market competition, enabling "Made in China" to advance from "technological leadership" to a higher stage of "value recognition."