Zhongshan's Foreign Trade Shoe Enterprises Call For The Banner Of Their Own Brand.

Sihai furniture has won the market by innovation.

If the export tax rebate adjustment is compared to the first lightning encountered by foreign trade enterprises, then the successive effects of various policies and external environment will be no less than a violent storm.

In the face of difficulties, the heroic nature is evident. Some SMEs fall or disappear in the storm, but more and more big enterprises are standing firm because of their good resistance.

In the first half of this year, Zhongshan's foreign trade continued to maintain steady growth, and large enterprises became its most important engine.

The market rule ruthlessly optimizes the enterprise structure, product structure, and industrial structure. At the same time, it shows that enterprises are strong enough to resist risks and become the last winners.

The development of Zhongshan's foreign trade also calls for enterprises to carry the banner of their own brands, to become bigger and stronger, and to support the future of Zhongshan's foreign trade.

The main thing is the traditional industries, which are mainly supplied by the US market. Under the severe foreign trade situation, according to common sense, this should be the first place to be hit.

But Zheng Jianwei, vice mayor of charge of foreign trade and economic cooperation at Ban Fu town, told reporters proudly: "the export growth in 1-6 months is 25.6%."

The reason for this is that Zheng Jianwei feels that big businesses support this high speed.

The four pillar industries of ban Fu town, furniture, leather goods, toys and clothing, are all "one color" labor-intensive traditional industries, but they are basically the leading role of big enterprises.

The main market of these enterprises is the United States. Under the circumstances of the subprime mortgage crisis and the depreciation of the US dollar, many enterprises have made many losses, but these enterprises still "stick to their positions" and continue to sell their products to the United States.

"Traditional products are generally consumer goods, and the market space is very large, mainly depending on whether your products can be updated."

The person in charge of the town's external operations believes that the ability of enterprises to resist risks does not depend on whether they belong to traditional industries, but whether they can innovate or upgrade.

Zhongshan Yida Garment Co., Ltd. mainly produces jeans, and exported to US $100 million last year. It is China's largest exporters of jeans. At present, its orders are still growing.

"This year, the United States clothing enterprises generally do not have a good living environment, but the production of high value-added products will not let the market lead the nose."

Chen Liwen, manager of the company said.

Because of the low comprehensive cost of Southeast Asian enterprises, many customers hand over their orders to local enterprises, resulting in the loss of some small and medium-sized enterprises in China. However, at present, the orders of some regions in Southeast Asian countries are also concentrated on simple and cheap garments, and Chinese enterprises have great advantages in striving for high-end customers.

Chen Liwen's advantage is that Chinese enterprises already have a certain foundation in clothing production. If we make more efforts in technology, quality and technology research and development, we will be able to take the initiative in high-end clothing export.

"We have basically changed the way customers give us orders, and now we are going to guide the needs of customers, what ideas and ideas do customers have. As long as we give a concept, we can accomplish from design, production to production, and we will also develop new styles according to the trend of the world and lead the needs of customers."

Chen Liwen said.

According to the introduction, the quality laboratory established by the company is even higher than the domestic standard for the detection of jeans' pH, formaldehyde content and metal control.

And for R & D investment, the company invested nearly ten million yuan a year.

"These big enterprises are the result of many years of insisting on investment and selection of" capital ".

Zheng Jianwei said.

In the first half of this year, Zhongshan imported and exported 8 billion 640 million US dollars in processing trade, accounting for 68.9% of Zhongshan's total import and export volume.

We must calmly see that Zhongshan's exports in general trade still account for only a small part. Many private enterprises still choose to OEM for others.

Not only townships, but also industries.

In 1-6 months, the export of footwear commodities in Zhongshan was US $480 million, an increase of 24.6% compared with the same period last year.

The main contribution to this rapid growth is the large shoe factories, because they have more regular customers.

1-6 months, Zhongshan Bao Yuan shoe factory, Zhongshan Tong Jia shoes industry Co., Ltd., Zhongshan Xinbao shoes industry Co., Ltd. and Zhongshan Xinyu Shoes Co., Ltd. four Zhongshan's larger shoe companies export shoes 230 million dollars, accounting for 45.8% of the total value of Zhongshan's footwear exports.

So is the toy industry.

According to statistics, at present, there are 89 toy enterprises in Zhongshan.

Zhongshan nobility Toys Co., Ltd. exported nearly US $100 million in 2007, accounting for 20% of the total toy exports in Zhongshan. The export volume of the top nine enterprises was 330 million US dollars, accounting for 67% of the city's total, while the other 80 enterprises accounted for nearly 90% of the total, while the export volume only accounted for 33%.

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Large enterprises become the dominant industry, and for a region, it is a very rational enterprise structure.

But a phenomenon that can not be overlooked is that as a traditional large market for foreign trade, most of the large enterprises in Zhongshan are foreign-funded enterprises.

Take footwear as an example, foreign-invested enterprises grew by 26%, accounting for 67.9% of the total value of footwear exports in Zhongshan.

In the first half of this year, the total value of imports and exports of foreign invested enterprises in Zhongshan was 8 billion 590 million US dollars, an increase of 8.8%, accounting for 68.5% of Zhongshan's foreign trade import and export value.

Large foreign-funded enterprises account for nearly 70% of the share of imports and exports, which is inseparable from their strength. It also means that Zhongshan has the right soil for their growth and development.

An industry analysis shows that the biggest feature of foreign invested enterprises is the overwhelming majority of processing trade and OEM production. This may lead to a result that enterprises do not care about brands, but only earn processing fees and obtain very limited profits.

Moreover, under the trend of global industrial pfer, capital always flows to the "depressed land" of comprehensive cost. In Zhongshan, these processing enterprises do not exclude this possibility.

This is not sensational. The relocation of Dongguan's foreign-funded enterprises frequently reported by the media is the result of this possibility.

In the first half of this year, Zhongshan imported and exported 8 billion 640 million US dollars in processing trade, accounting for 68.9% of Zhongshan's total import and export volume.

We must calmly see that Zhongshan's exports in general trade still account for only a small part. Many private enterprises still choose to OEM for others.

In the international market, the number of independent brands is even less.

In the competition of foreign markets, it takes courage to carry the banner of independent brand, and also means to face many difficulties.

"Developing international market risks and opportunities coexist. If we rely on independent brands to open channels, it is a long-term process of investment in human, financial and time."

The boss of an electrical appliance factory made a difficult position.

At the time of the analysis of Zhongshan's industrial structure, the editor in chief of the economic daily and Feng Lian, who was a speech at Zhongshan recently, said that Zhongshan is a manufacturing oriented export-oriented city, but the existing foreign trade environment does not mean that the labor-intensive manufacturing industry is heading for the end.

"The demand of the market is permanent, the key is how to improve the connotation of the enterprise."

How to improve the connotation of an enterprise?

Independent innovation and the way of independent brand are the only way for enterprises to really grasp the initiative.

He Zhixiong, chief executive of Sihai group, told reporters: "the biggest advantage of making a brand is pricing power in your own hands."

From the beginning of the OEM to its own brand, He Zhixiong said that luckily, the company realized in advance that it was necessary to pform from "made in China" to "made in China" and "cross the river by feeling the stones".

"Our brand has become a well-known brand in some Scandinavian countries, and in the domestic market, we can take the initiative in negotiations with the channel business through brand."

Supporting independent brand is independent research and development capability.

The company has 200 R & D teams, and foreign designers, domestic professional institutions and experts from the furniture research institutes have become the R & D human resources of the four seas. The company is pressing ahead with the establishment of the provincial R & D center.

"Some enterprises feel that they need to invest a lot in the way of their own brand. This is not a fake, but I think it is more dependent on the mentality of the decision-makers. In fact, only when the foundation of the product is ready can the domestic and foreign markets be better traveled."

He Zhixiong feels that enterprises do not lack the strength to create their own brands. What is lacking is the correct attitude towards the brand.

Zhongshan customs officials have analyzed that larger foreign trade enterprises have focused on R & D in production to improve the technological content and added value of products, but few people really develop their own brands.

The personage suggested that we should learn more from some large manufacturing enterprises in the Yangtze River Delta, play our own brand and take the high-end line, and gain more space under the severe foreign trade situation.

"We can get huge rewards if we are willing to invest."

"Only the independent brand camps of foreign trade enterprises grow, can we withstand the wind and rain as a whole on the whole of Zhongshan's foreign trade."

One industry insider said.