China'S Manufacturing Entered The Era Of "Anti OEM"

Under the influence of many unfavorable factors such as price rise of raw materials, rising labor costs, exchange rate fluctuations and trade frictions, China's manufacturing industry is facing a severe test again, and the price competition with overseas buyers is intensified.

The living space that stays in OEM (OEM) is getting smaller and smaller.

The war against the foundry has started. Many Chinese manufacturing enterprises are striving to attack the high-end of the industrial value chain.

Haier group's expansion in the international market is no longer dependent on cheap OEM products. Through a series of strategic adjustments, it now achieves 90% export to its own brand, with only 10% being OEM.

Diao Yunfeng, Minister of overseas promotion of Haier group, said in an interview with the first Financial Daily reporter that the "three step" strategy played an important role in the expansion of Haier's overseas market.

Haier group has 29 factories overseas. Its products account for 30% of the total output of the group. 100% self produced self-sufficiency has been achieved in Nigeria, Pakistan and other regions.

Diao Yunfeng said that after years of exploration, Haier has gone from "going out" to "going in" to "going up". Through independent innovation, differential competition has long been rid of the role of international brand OEM. It has effectively evaded trade friction, fluctuation of exchange rate and rising cost of domestic labor and power, and the overseas market has maintained rapid growth.

China's electromechanical enterprises are becoming more and more active in the international arena. Another household appliance giant GREE Electric is stepping up its pace of "going out". Following the establishment of a factory in Brazil, it has set up factories in Vietnam and other places to expand its global development. Xiao Youyuan, general manager of GREE electric overseas sales company, has confidence in the cost of digestion and digestion under the interview with our reporter. China's air conditioning production accounts for 80%~90% in the world, and has absolute competitive advantage in manufacturing, and has already possessed some pricing power.

Not only are some Mechatronics giants going out, but also some small and medium-sized enterprises are beginning to go out.

Dongguan Lei Yang Electronic Technology Co., Ltd. invested 10 million US dollars in Cuba this year to set up an electronics factory.

Du Yuanyuan, chairman of Lei Yang Electronics, believes that after the outbreak of the financial crisis, consumers in Latin America, Southeast Asia and other markets are more willing to buy Chinese brands with relatively high price.

Scramble for design space

Compared with mechanical and electrical enterprises, there are different modes of anti OEM for textile, clothing, shoes, leather goods and other labor-intensive enterprises.

More and more European and American designers have become employees of Chinese shoes and clothing enterprises.

Guo Xiaoping, chairman of Dongguan Huahong shoes industry Co., Ltd. has hired two international design masters, Errol Arendz and Paco Bernabeu, who pay millions of yuan to pay their two salaries only a year. But Guo Xiaoping has counted an account and he thinks it's worth it.

Under the leadership of the two designers, the design and R & D team composed of more than 300 members of Huahong shoes industry has introduced ten thousand new pairs of shoes to the market every year, and achieved the pformation from scale to small batch and diversified scale customization. The export price of shoes has also increased from $seven or eight to 15 to 40 US dollars.

Nowadays, about 2 million pairs of women's shoes have been exported to Huahong shoe industry, about 1 million 800 thousand pairs have entered the European market with their own brands such as GOLDEN PARTY. Through their cooperation with local footwear manufacturers in Italy, their own brand high-heeled shoes have entered hundreds of retail terminals in the locals.

In order to break through in the design and international brands, some Chinese companies even spend a lot of money on acquiring international brands to raise their overall level.

In May 18th, Wenzhou AOKANG Group acquired the trademark and patent rights of Italy's "time-honored brand" brand Wanli wade in less than 22 million US dollars, and immediately set up an international R & D center and purchasing center in Italy headquarters of Wanli Wei.

The high-end clothing brand in Europe is still basically monopolized by European enterprises. However, after the Myose brand was registered in France, he hired French and Chinese designers, and the design styles were processed in China. There were more than 10 regular processing garment factories which were often co operated with him. The wholesale business in France and Paris was in full swing, and the price of a garment was about $20, which was at least 40% higher than that of the general OEM OEM clothes in China. However, compared with those in Europe and the United States, the clothing of the real estate industry is still less than 50%. "On the basis of this design, adding design has infinite value added space, which is not so difficult for China to create." Zhou Jinsong said. "OEM" Zhou Jinsong, a fashion designer who studied in France for many years, told an interview with our reporter that the level of Chinese enterprises' integration of global resources is constantly improving, although the French shopping mall