Behind The "Dazzling" Figures Made In China Is The Embarrassing Brand Dilemma.

During this year's World Cup, the "tile tile ZLA" horn produced by Zhejiang Ninghai West Jilin plastic products factory. Sales volume More than 1 million, priced at about $8, and its ex factory price is only $0.3.

"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 International industry chain In the "V" - shaped curve of profit, one is R & D and 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%.

According to the statistics of China Textile Industry Association, 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 of the country, but the export of its own brand accounted for only about 10% of the total export products. According to the data provided by the Ministry of industry and information technology, less than 20% of the total export products have independent brands.

"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." 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. Zhu Hong, chief engineer of the Ministry of industry and commerce, said: "the lack of brand has become a pillar of China's development from a big manufacturing nation to a manufacturing power."

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."

"Lagging behind in research and development and poor marketing channels" are two major bottlenecks for China's independent brands. Zhu Hongren believes that independent innovation and independent brand is the core competitiveness of modern manufacturing industry. From the perspective of China's industrial spanformation and upgrading, independent brands have been given more quality, service and social responsibility requirements.

Since the international financial crisis, when the veteran telecom equipment manufacturers in the world have fallen into profits decline, losses, layoffs or even bankruptcy protection, ZTE, a private enterprise led by Chairman Hou Weigui, has successfully taken advantage of the opportunities brought by changes in the competition pattern to successfully seize the first opportunity of international communications 3G and 4G and advance to the world's first phalanx. At present, ZTE has entered 51 of the top 100 telecom operators in the world, and overseas revenue accounts for 60% of the total revenue of the company.

"Even in the international arena," Hou Weigui said. financial crisis At the time when our competitors were under pressure to reduce the scale of R & D, our R & D investment growth still exceeded revenue growth. Therefore, in the global competition, especially in the competition between Europe and the United States, which attaches importance to technology and communication industry is facing upgrading, we gradually show advantages.

"The cultivation of brand can not be quick success or instant success, nor can it be accomplished overnight. Over time, I believe that with the improvement of the country's own strength, there will be a number of independent brands rising, which is the inevitable result of China's manufacturing industry for many years. Zhu Hongren said.

Qingdao is one of the earliest cities in China to implement the strategy of brand promotion. A large number of well-known brands and advantageous enterprises with independent intellectual property rights and strong international competitiveness have played an important role in promoting the economic development level and core competitiveness of Qingdao, such as Haier, Hisense, Tsingtao Brewery and Qingdao port. At present, there are 17 state-level technology centers in Qingdao. The carriers of these technological innovation centers are famous brand enterprises. They not only develop high-tech products for the enterprise every year, but also undertake state-level key technical tackling problems.

Li Yizhong said that next step China will take the home textile, clothing, household appliances, automobile and other industries as the breakthrough point, promote the construction of its own brand, encourage the conditioned areas, industries and industrial gathering areas to cultivate regional and industrial brands, and study and introduce policies and measures to guide the brand building of industrial products.