Perspective On China'S Own Brand Building

After 3 years of technical research, the world's first information security server, the wave security server, has been certified and certified by the Ministry of public security's computer safety product quality testing center.

"This is another breakthrough in the first half of the year after the breakthrough of high-performance mass network storage system technology."

Sun Pishu, chairman of the wave group, said: "only by speeding up the pformation of development mode, mastering the core technology and building our own brand, can we continuously expand to the upstream of the industrial chain and break the monopoly of foreign brands."

As China's largest special computer R & D and manufacturing enterprise, relying on years of unremitting R & D and innovation, the wave group has broken the world record of servers in 6 times and has taken a place in the high-end brand of the international industrial chain.

Like the wave, a number of domestic enterprises are making full efforts to build their own brands, and continue to move towards the high end of the industrial chain.

Although in many areas our technology and R & D capabilities are still quite different from those of advanced international standards, changes are quietly taking place.

"World factory" is hard to hide the embarrassment of Chinese brands. During this year's World Cup, the "valvalzera" produced by Zhejiang Ninghai West Jiying plastic products factory sold more than 1 million, priced at about 8 dollars, and its factory price was only 0.3 dollars.

"I earn 10 fen for each product and 10 fen for workers."

General manager Wu Yijun reluctantly said, "after a half year's work, I will earn 100 thousand yuan."

From toys to clothing, from small household appliances to iron and steel products, the output of many Chinese products has accounted for half of the world's total output. Almost every hour, we can export the "made in China" value of US $100 million to the world.

But behind the "dazzling" figures, it is a difficult brand dilemma.

In the "V" shape curve of the international industrial chain profit, one is R & D, design, the other is sales and service, and a large number of Chinese products are at the bottom of the curve, that is, processing and manufacturing.

The profit margin at the two ends is between 20% and 25%, while the bottom processing industry has a profit margin of only 5%.

The statistics of the China Textile Industry Association showed that from 2001 to 2009, the textile industry created a trade surplus of 1 trillion and 144 billion 377 million US dollars, accounting for 82.78% of the total trade surplus in the country, but only about 10% of the total export products were exported by the independent brand.

According to the data provided by the Ministry of industry and commerce, there are less than 20% of the total export brands in China.

"The price of clothing produced by Chinese enterprises can be increased by 3 to 5 times on the label of foreign brands, which indicates the value of the brand.

When we go into shopping malls, we will find that most of them are foreign brands because they have a high degree of awareness among consumers.

Wang Tiankai, vice president of China Textile Industry Association, said.

Chinese manufacturing enterprises continuously export OEM products in accordance with various international standards, providing cheap production capacity for international giants who master core technology and sales channels, and it is difficult to get rid of the fate created for others.

"The lack of brand has become a big step for China from a big manufacturing nation to a manufacturing power."

Zhu Hongren, chief engineer of the Ministry of industry and information technology.

It is understood that the core technology of China's industrial development is still highly dependent on foreign countries, and its independent innovation capability is insufficient.

The key technologies of many industrial products rely on introduction, digestion and absorption, and slow innovation, and the technical content of industrial products is not high.

Brand awareness is indifferent, brand cultivation is insufficient, brand added value is low, and market competitiveness is not strong.

Li Yizhong, Minister of the Ministry of industry and commerce, believes that a large number of foundry production and product quality levels are not high, which has become a prominent problem that restricts the steady and rapid development of China's industrial economy and has become a severe test facing China's own brand.

"The main task of China's industrial products is to develop varieties, improve quality, create brands and improve services."