Foreign Trade Enterprises Want To Fly Higher With The "Brand Wings".

The most important thing in the world clothing The model shows Ningbo in the German fashion show in Dusseldorf. enterprise Independently designed clothing.

Core tips

"Three stream enterprises sell products, second class enterprises sell technology, first-class enterprises sell. brand "

In the current international competition, whoever grasps the brand will have the source of profit. Whoever owns the brand will have the right to integrate the industrial chain. Without a brand, it can only live on the bottom of the "Smiling Curve", working for others and earning meager "hard money".

In recent years, Ningbo has actively built up the five level export brand cultivation system of the international and provincial, municipal, and county levels. Up to now, the city has 20 famous export brands, including 104 famous export brands in Zhejiang, 125 famous export brands in Ningbo, and 133 famous export brands in county (city) districts.

Although our export brand has achieved some success, there are still quite a number of foreign trade enterprises without brand awareness. According to the statistics of the Municipal Bureau of foreign trade and economic cooperation, there are less than 5000 enterprises with overseas registered trademarks in the city's 1.1 export enterprises. Ningbo has a long way to go to speed up the strategy of branding trade.

The story of two winners

Yao Tai Electric:

Employing "foreign gunmen" to push their own brands

At the beginning of Ningbo Yao Tai Electrical Appliance Co., Ltd., the export market was limited to the Middle East and Southeast Asia, with an annual export volume of only $about 1000000. Although there are occasional orders from Europe, because of the differences in market management concepts between the East and the west, the company's products have never been able to enter the mainstream market.

After working hard, the company set up an office in Paris, France, employing 2 local salesmen to develop. European market 。 Thanks to the full understanding of the local cultural background and business philosophy, the French office has only opened up a strong fortress in the European market, relying on these two "foreign gunmen", and exported nearly ten million dollars annually.

After tasting the sweetness, the company set up offices in Germany and North America and the Middle East, and set up a sales branch in Germany. The German sales branch mainly serves the local market, including the collection of the pre market information, the maintenance of foreign patents, the service of the supermarket terminal, and the operation of its own brand. At present, the "UME" private brand sold by the German branch accounts for 15% of the company's total sales, while its own brand creates a profit of more than 30%.

Last year, the company also took advantage of the chase to sign the exclusive agency rights in Mexico, Ukraine, Israel, Saudi Arabia, Spain, South Africa and other places, which not only protected the interests of customers, but also guaranteed the sale of the company's own brands in the country.

YOUNGOR:

Internationalization of brands through cross-border mergers and acquisitions

In 2008, YOUNGOR Group invested $120 million to acquire KELLWOOD's men's clothing business new Ma, becoming the largest international M & A case in China's textile and garment industry. This acquisition is regarded as the first stop of YOUNGOR brand internationalization.

Since the "YOUNGOR" brand was launched in the mid 90s, YOUNGOR has had many setbacks in the process of creating China's international brand, which has been lingering at the beginning of this century. Looking back now, it is a little unrealistic to think that we wanted to put YOUNGOR brand all over the world, because consumers in European and American countries do not recognize YOUNGOR at all. YOUNGOR chairman Li Rucheng explained that this is YOUNGOR's intention to start the brand internationalization with cross-border mergers and acquisitions.

Since its acquisition of new Malaysia, YOUNGOR has greatly improved its performance in the international market, especially in the US market. "We have built YOUNGOR's platform overseas through mergers and acquisitions, and opened the way for YOUNGOR to go global." In Li Rucheng's view, the brand has no national boundaries, and the team and talents of Singapore and Malaysia are also an important platform for YOUNGOR to internationalize its development. According to him, after nearly three years of running in, the new Malaysia company has applied to YOUNGOR, hoping to extend YOUNGOR brand to the US market. {page_break}

Accelerate the cultivation of brand competitiveness

The competitiveness of enterprises will ultimately be reflected in the competitiveness of the brand, brand is the soul of the market. It is imperative for foreign trade enterprises to go abroad and participate in international competition and implement the strategy of brand developing trade.

Since 1999, Ningbo has actively guided enterprises to build their own export brands. Now it has become one of the famous export brand economic cities in China. By the end of 2010, the total number of registered trademarks in the city had reached 6845, representing an increase of 20 times over 300 in 1999, of which 669 were added in the previous year.

At present, our city has 20 "export famous brands" which are mainly cultivated and developed by the Ministry of Commerce, accounting for more than 10% of the total number of the country, ranking first among all cities in the country. In addition, Ningbo has 104 export brand names in Zhejiang, 125 export brands in Ningbo, and 133 export brands at the county level.

From the "made in Ningbo" to the global market, and the Ningbo brand has emerged in the international market, a group of forerunners have already tasted the sweetness of their own brand exports.

Since 2002, Ningbo Meng Heng industry and Trade Co., Ltd. has registered "MH" trademark in more than 50 countries and regions. At present, the brand has gained a high reputation in many countries. In Nigeria, "MH" clothing accessories products account for more than 80% of the market share of clothing accessories in the country. In the clothing accessories market of Bangladesh, Garner, Morocco and other countries, the market share of sprout industry and trade has reached 60%. In Egypt, Russia and other countries, the export of "MH" independent brand products continues to rise.

In recent years, the Delhi group has set up overseas branches such as Thailand, India, Malaysia and so on, mainly responsible for the all-around operation of "Deli" brand overseas. At present, Delhi group has established brand agency relationship with customers from major countries and regions in the world, and its own brand has been sold to more than 100 countries and regions, and its annual growth rate is more than 50%.

More than half of the enterprises have no overseas trademarks.

"Last year, there were about 1.1 enterprises with export business achievement in our city, but there were less than 5000 registered trademarks abroad. This means that more than half of Ningbo's foreign trade enterprises have not yet registered trademarks abroad, which should be highly valued." At the recent meeting of the city's export brand and quality inspection work, Ding Haibin, deputy director of the Municipal Bureau of foreign trade and economic cooperation, loudly appealed.

Moreover, a considerable number of foreign trade enterprises have registered trademarks, but they can not grasp the rules of market games very well. There are few enterprises that have made their own brands in the international market. Statistics show that the current export volume of Ningbo's own brand is less than 20% of the total export volume. In the field of consumer goods such as textiles, clothing and household appliances, the proportion of independent brands exported in the city is less than 10%.

According to Ding Haibin analysis, the main reasons for the above phenomena are:

First of all, enterprises have to create a brand of light brands, and they have not grasped the export of their own brands. For example, although some of the brand products of our city occupy the first place in the country, and have certain popularity and market share in the world, but because of the basically OEM export, the export of their own trademarks is small, and the added value of the products is low.

Secondly, brand awareness is low, and international buyers do not accept Chinese brands. Enterprises reflect that importers are concerned about the quality and price of goods, especially the importers from Europe and the United States mainly regard China as a cheap supply market of goods, and do not recognize China's own brand at all.

Thirdly, the cost of international marketing is high, and SMEs are unbearable. In the international market, the creation of brand names is millions of yuan or even more than 100 million yuan. The huge cost resulting from this is a deterrent to many brand enterprises in our city. For appliances, machinery and other commodities, if we enter the European and American market with our own brand, we need to establish corresponding marketing network and after-sale service system, which will make it difficult for SMEs to bear.

In addition, the high cost of international exhibitions has also affected the enthusiasm of our enterprises to promote their own brands in the international market. According to the introduction, apart from the normal exhibition costs, the special cost of brand image display is very expensive. {page_break}

How to make the "brand wings" fly higher?

At the national business conference held at the beginning of this year, Chen Deming, Minister of Commerce, pointed out that in 2011, we should accelerate the implementation of brand strategy, encourage enterprises to rent brands, buy brands, create brands, and use brands to promote the spanformation of the growth mode of foreign trade. Recently, the Ministry of Commerce and other eight departments jointly issued a notice on launching the 2011 "quality inspection year for foreign trade commodity inspection" activities, calling for accelerating the construction of independent export brand system.

Experts believe that the implementation of independent export brand strategy by foreign trade enterprises is the key to technological innovation and marketing innovation, which is like two wings of an aircraft, one of them is missing, and independent export brands are hard to fly freely in the international market.

HUAYU group has a deep understanding of this. In recent years, the company has established long-term technical cooperation with universities and institutions such as Zhejiang University, provincial household electrical appliance research institute, France multi intelligence design company, Italy Delong company and other institutions, and invested about 10000000 yuan a year, focusing on R & D of intelligent, energy saving and environmental protection products. At the same time, they actively try to localize the brand design, for example, for Russian people's preferences, the HUAYU / HUAYU trademark sold in the local market is Chinese red, and the fuselage is mainly white gray. Through several years of efforts, the ratio of private brand and OEM export increased from 0: 100 to 13: 87.

"Powerful large conglomerates, such as YOUNGOR and Shanshan, should focus on brand management, marketing channels, innovative business models and other high value-added parts, strengthen 2 to 3 consumer brands in the region, and grasp the sales channels of independent control." Chen Guoqiang, Deputy Secretary General of the municipal government, believes that different enterprises should focus on building the brand. The small and medium-sized enterprises are mainly responsible for supporting processing and other links, making manufacturing brands.

Spanish clothing brand Zara unique business model is worth learning and learning from our city. With hundreds of designers, Zara launches more than 10 thousand designs every year, and a product from design to rack takes only 10 to 15 days, which is in sharp contrast to the 6 month cycle of domestic garment enterprises. Moreover, the number and type of Zara in each shop are limited in the same store, and the new shelf cycle does not exceed two weeks.

On the other hand, Zara also realizes the control of every commercial link through effective use of information technology. "It is impossible to imagine the international clothing brand like Zara. Only a flagship store in Shanghai Nanjing road has a daily sales volume of about 1000000 yuan, which has won nearly 400 million yuan a year in the women's clothing market." Chen Guoqiang said with emotion.

For enterprises that have not yet registered overseas trademarks, the most urgent task is to initiate trademark registration overseas. "Independent brand is China's brand, which is a trademark registered by Chinese enterprises." Wang Hanwu, chairman of the China brand management research center, believes that the registered trademark, especially the overseas trademark, is the first step for the brand building of small and medium-sized enterprises. Take BEIFA group as an example, at present, the company's "BEIFA" trademark has been registered overseas in 175 countries and regions of the world.