Shirts Change The Price Of The Brand

The same shirt, made in China, is only a few dollars, once attached. Foreign brands The name of the brand has doubled over ten times! This is the brand gap.

In the context of rising labor costs and the appreciation of the renminbi, it is more alarming to hear such stories again. Recently, the quality of Hangzhou's foreign trade commodities has been upgraded. brand building A strong message is conveyed at the working conference: if foreign trade enterprises still have old ideas, no transformation, no innovation and no independent brands, they will be eliminated.

　 On average, only 50 export enterprises have 1 overseas trademarks.

"There are about 200 foreign trademarks registered successfully in our city." The staff of the Municipal Bureau of foreign trade and economic cooperation said that compared with the 10000 export enterprises in the city, the figures on the two sides of the scales were very unequal, and an average of about 50 export enterprises had 1 overseas trademarks.

Since last year, our city's foreign trade has shown a recovery growth, and its overall operation is good. But we should also see the gap of brand products. Last year, the total export volume of the city reached 28 billion 500 million US dollars, of which brand products accounted for only 18.2% of the city's general trade exports.

The massive economy of our city has been very famous, such as Fuyang racket, Ling'an energy saving lamp, Tonglu pen industry, Xiaoshan bathroom and so on. But standing on the international market, it seems that the brand strength is not strong enough, the market competitiveness is insufficient, and the pricing power of the international market is lacking. This is closely related to the lack of real leading enterprises and famous brands.

　　 From OEM to ODM

Lv Qiang, general manager of Gemma bags, did not deny that he started from OEM (OEM). The luggage and suitcase enterprise in Hangzhou economic and Technological Development Zone now has an international first-class luggage production line, with an annual output of 1 million 500 thousand bags and an export volume of more than 100 million yuan. This enterprise has long realized the importance of its own brand, and began designing the VERAGE trademark. However, it was difficult to register abroad. Because of its pronunciation similar to the Versace brand in France, some international luggage giants have repeatedly obstructed Gemma's trademark registration. "On the way out, we will not give up lightly, because this brand is entrusted with our international ideals and expectations, and also indicates the future direction of development of enterprises." Lv Zong said. Up to now, VERAGE trademark has been successfully registered in 78 countries.

The OEM products of our city's exports are over 45%, and ODM (independent design) products account for about 35%. Now more export enterprises are beginning to realize the importance of creating brands and attaching importance to design research and development. Three or four years ago, the company was also an unknown mobile phone accessories company. Through independent research and innovation, the company's 0.4 millimeter thick slide phone drive has become the world's thinnest product, breaking the monopoly of foreign technology at one stroke. Originally driven from South Korea, the driving parts should be more than 2 yuan, and the driving parts of Fei Feng only need a few cents to quickly open the product market and become a supplier of mobile phones such as NOKIA.
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　 Looking for "more than 60% of value added"

"The value-added part of the product in the manufacturing process is less than 40% of the product price, and more than 60% of the value-added occurs in the service area." The director of the Municipal Bureau of foreign trade and economic cooperation said that the purpose of brand strategy is to get rid of the profit making mode which earned a small processing fee in OEM mode. Under the premise of not changing the industry and not changing the industry, innovative R & D and brand marketing are an effective way to enhance the value chain of enterprises.

Although China has become the world's largest trading power, problems such as imbalance, incoordination and unsustainability in the development mode of foreign trade continue to emerge. One of the prominent problems is the lack of export commodities. Independent intellectual property rights Independent brands, independent marketing channels, and lack of high technology and high added value export commodities.

"Gu Jia" is a famous furniture enterprise in recent years in the domestic and international market. "International brand building is our important strategic component." In addition to the frequent appearances at major international exhibitions, the company plans to set up more than 14 stores in Europe and Southeast Asia, and will open 25 stores in Australia in the next 3 years. The company plans to add 100 registered trademarks both at home and abroad in the next 5 years, so as to make full preparations for the internationalization of independent brands.

From the policy level, all kinds of good news spread frequently. The state has gradually shifted its subsidy policy towards export commodities to the protection and support of famous brand commodities, and has put forward the strategy of "winning by quality, exporting brands and developing trade with science and technology". In 2008, the "Zhejiang export brand" and "Hangzhou export brand" were launched. Hangzhou has also promoted the promotion. Independent export brand Guidance for development.