China'S Manufacturing Brand, Overseas Layout, Heading For The World

Now, the pformation of China's "pformation and upgrading" is already in the firing line.

"In the past 30 years, China

It is the most typical representative of reform and opening up. On the one hand, it fully exerts its own resource advantages. [1915.18 -0.46%] has improved production efficiency through comprehensive and in-depth institutional reform. On the other hand, it has accepted the rules of competition in the international market and has rapidly promoted the international competitiveness of Chinese products.

But in recent years, with the tremendous changes in the global economic environment, the era of rapid expansion and rapid growth made by China has ended. Under such circumstances, how should China's manufacturing industry deal with it? How to maintain and further enhance international competition? "

"To the world" covers 6 routes, Western Europe, Eastern Europe, Africa, North America, South America and Asia, but in the traditional European and American markets or Brazil,

The emerging market in India and other emerging markets in China is characterized by low price, lack of brand and quality improvement.

However, high-quality Chinese made brands have begun to plan overseas.

"Now many Chinese manufacturing enterprises are beginning to export their brands, trying to establish overseas channels, especially by going to sea with the way of holding the group to sea."

Wei Tao, marketing director of global marketing group, said that they have set up a group brand GMC of high quality Chinese manufacturers and promoted it to the whole world.

Export brand

In the past, China made use of foreign brands and foreign sales channels to find a shortcut to export. The factory only took charge of manufacturing links in the entire industrial chain, and made use of cheap labor in China to earn meager profits.

However, while manufacturing in China is heading for the world, it is closely related to "cheap" and "inferior" in consumer impression both in the traditional and emerging markets.

Dr. Lippit, a well-known professor at University of California at Riverside, said, "Americans love products made in China because they are cheap.

They also like to use Apple products because they are of high quality.

The two are made in China, and consumers are more willing to pay for the latter's brand value.

China is facing competition from other developing countries, and prices have no absolute advantage. "

In the clothing store on the streets of the United States, the Chinese made logo has been replaced by Vietnam and Bangladesh.

In this autumn Canton Fair, the number of exhibitors has dropped by 20%, and the number of customers in Europe and the United States is less. What direction will China make? The industry believes that China's manufacturing, which used to rely on China's low-cost advantages, is just as a factory and a production line.

It will be the only way out.

When the quality of Chinese made products is exactly the same as those of foreign famous brands, China's manufacturing should establish its own brand.

Foshan Shunde Shunde Furniture Co., Ltd., director of overseas marketing, said that China's manufacturing is no longer just a cheap pronoun. In recent years, China has emerged a number of high-quality, high reputation brand enterprises, and this depends on the positioning of the enterprise itself.

Canbo furniture has always been positioned as a high-end market, and its own brand is mainly reflected in several aspects: first, insist on doing product research and development; the two is to do its own brand, and give up other brands; three is in pursuit of marketing and promotion, in line with the positioning of enterprises in the high-end customer groups.

Li Ke, marketing director of Guangzhou Yifeng Auto Parts Manufacturing Co., Ltd., told reporters that Yifeng auto parts began to take the brand route from 2010, and gave up many OEM, low price orders.

"Overseas, more people choose the way of 4S shop sales or specialized maintenance shops, and Yi Feng as auto parts products, if there is no space for a single brand to enter, so from this year, we will push products and sell products to sell items, that is, we provide customers with a project that can be procured to a series of commodities, to provide customers with holistic suggestions."

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PEAK has become the most popular brand in the Chinese sports brand. Its exports accounted for 12.2% of the total sales revenue in the first half of this year.

In February this year, PEAK opened two stores in Losangeles, and competed directly with Nike, Adidas and other brands in the US market.

Liu Xiang, director of public relations at PEAK sports [1.60 -4.19%], said that when the US branch was established, the main consideration was to set up a design center and management center in the United States to manage the sales system of the United States and even the whole world.

It is a systematic project for enterprises to move towards the international market. Before that, PEAK made a marketing paving in the US market by signing NBA stars and cooperating with the ball players. At the same time, PEAK formed a local marketing team to take charge of the brand's marketing and management in the local market.

PEAK was once a Nike foundry.

Embrace the sea

For many Chinese manufacturers, going global is not easy.

Professor Wang Jian, director of the international business research center of University of International Business and Economics, said that Chinese enterprises have gradually gone through several stages: from the monopoly of foreign trade in the early days of reform and opening up to the later stage of the so-called vertical integration of the large state-owned foreign trade companies, the main force of export was from the processing oriented foreign-funded enterprises to the local small and medium-sized enterprises in China.

In the total export volume of China's US $1 trillion and 900 billion in 2011, more than 90% of the total export share was 10 excellent manufacturers, while 97% of the 10 000 manufacturers were small and medium-sized enterprises.

Small and medium-sized enterprises have advantages, but they also have difficulties, such as exporting brands to overseas and establishing channels.

Jiang Weiming, chairman of Jiangmen Junwei Lighting Co., Ltd., said that in China's lighting industry, nearly 50% of the small businesses may fail this year, and those who survive are those who are engaged in resource integration.

Junwei lighting is currently working with many designers at home and abroad to exchange and cooperate with peers to form a joint effort to face the challenges of the market.

As an auto parts product, Li Ke said that the single brand of the company can not enter the overseas market at all. Now they are facing the customers in the way of packing and purchasing. If they can carry out some form of product mix together and move towards the international market, it will be a good choice.

Global market CEO Ling Feng believes that China's manufacturing is a group brand, a birthmark of a group. As a label, it is attached to every export product, and no one can be single in China.

Therefore, the global market has set up a group brand GMC of high quality Chinese manufacturers and has been promoted to the whole world.

"When we took part in the exhibition in the US last year, we came to the front of the auto parts industry with the concept of GMC China's manufacturing group brand. Through this way, we have been working with one of the 500 auto companies in the world. Until this year, its business volume has taken up nearly 1/4 of us."

Li Ke said.

And buyers reflected that they spent nearly 85% of their time collecting Chinese suppliers from suppliers of vast ocean. The real trading time accounted for 15%, and even that would be fooled.

That is to say, the high quality Chinese made brand has been put together in the sea and the advantages of the gathering group are better able to move towards the world.