Bid Farewell To The "Made In China" Low Price Strategy And The Breakthrough Of Shanghai'S Foreign Trade

Cheap and good quality has always been a magic weapon for China's foreign trade, but the developed countries do not think so. They think that quality and high price are equals.

This is not the case.

The 102nd Autumn Fair ended in October 30th. Despite the fact that foreign purchasers did not decrease, the impact of RMB appreciation, export tax rebate rate reduction or cancellation, energy and raw material price rise, labor cost rising, and demonized "made in China" and anti-dumping in foreign countries had already appeared. For example, the export volume of clothing exports dropped by 8.8% compared with the previous one, and the turnover of footwear products fell by 9.2%.

All kinds of information indicate that China's commodity exports are in a relatively difficult period. Seeking breakthroughs has become a difficult problem for China's foreign trade enterprises, including Shanghai.

In recent 10 years, with the continuous opening of foreign trade management rights, China's foreign trade export has never escaped a strange circle, that is, the export volume is increasing, but the export unit price continues to fall.

Taking drawer locks as an example, today's unit price is less than half that of 10 years ago.

This causes the export profits of the vast majority of foreign trade enterprises to become less and less. At present, the average net sales rate of light textile exports is less than 3%, and many enterprises even have to buy orders less than 1%.

Cheap and good quality has always been a magic weapon for China's foreign trade, but the developed countries do not think so. They think that quality and quality are equal.

Under the influence of many internal and external factors, some foreign trade enterprises facing the crisis of survival finally issued the voice of "farewell to Shanghai".

Lan Lan Sheng Footwear Company is the largest export footwear enterprise in Shanghai. Last year, it exported 100 million US dollars. Although the strength and R & D capability of the company were strong, the appreciation of RMB and the export tax rebate rate fell from 13% to 11%.

Gong Jian, deputy general manager of the company, told reporters that there were only two choices for the enterprises to be pushed to the edge of the cliff.

They chose the latter.

Compared with the same period last year, the company's export price increased by 10% on average.

At the beginning, we were worried about whether the foreign businessmen would refuse. However, the practice proved that although most of the merchants who fled the bargain market had accepted the price increase, the total volume of exports decreased, but the total export volume did not decrease.

Lan Sheng Footwear Company began to embark on the healthy development path of export.

A month ago, when the Minister of Commerce Bo Xilai visited China (Shanghai) International Procurement Conference, he pointed out that we should be good at turning pressure into a driving force for the recent demonized "made in China" phenomenon. This is the most important thing to turn this pressure into a driving force to improve the quality of our products.

He believes that the quality of Chinese products will be even better in the curse of others.

However, only with excellent quality, can "made in China" successfully break through?

This is not the case.

There is also a problem of innovation.

Market demand is changing all the time, and people's demand for durable consumer goods and consumer goods is changing rapidly.

In order to keep up with the changing international market, even if the quality of your products is impeccable, the export commodities will always be "old faces", and they will not escape the fate of being left out.

Shanghai Guo Chi glass company is a foreign trade enterprise which produces daily glass products for export.

Unlike other enterprises, this company attaches great importance to the design and innovation of commodities.

Every year, the two Canton Fair, most of the exhibits brought by the company are new faces, especially the innovation of color, style and style to cater to the consumer psychology of consumers in developed countries.

In this autumn's Canton Fair, more than 70% of the exhibits produced by the company are newly developed.

Therefore, despite the increasingly fierce competition in the daily glass market, the company has almost no worries about orders. The price is 10% to 20% higher than that of its counterparts, and foreign businessmen are willing to accept it.

Shanghai Dingxin bag and suitcase company is also a company that constantly eliminates old products. In order to get more orders in this autumn's Canton Fair, the company has developed 65 series of new products with a new product rate of 90%.

According to the company's exhibitors, the annual turnover rate of Dingxin company is 70%.

It is easy to win the initiative of the market, but it is not easy to do it.

The value of the brand, the creation of export brand is a commonplace topic, but it seems that "far from being near to thirst".

However, when the RMB continues to appreciate, the export tax rebate rate is lowered, and the foreign public opinion demonize "made in China" and so on, the benefits of export brands are revealed.

The "galaxy" brand cotton polyester fabric is the export commodity of the municipal textiles import and Export Corporation. It has a history of 33 years.

At present, the brand trademark has been registered in more than 40 countries and regions in five continents, with a total export of US $about 2000000000, and the middle age export volume of similar products in China is second to none, and the export unit price is also the highest.

At present, faced with all kinds of difficulties and pressures, this old product should not be said that there are few foreign enterprises producing exports, that is, the vast majority of enterprises in our country are also reluctant to do so because export has little profit.

However, over the past 30 years, consumers and importers in Africa, Southeast Asia and the Middle East have identified "galaxy", though the price is higher than that of the same kind of commodities in the same period.

It is predicted that the export of "galaxy" brand cotton polyester fabric will reach US $100 million this year, which depends on the strength of the brand.

Relying on brand strength to raise prices has become an effective way for some foreign trade enterprises in Shanghai to seek breakthroughs.

At the Canton Fair, the booth of Shanghai Yi Sen gardening supplies company is just like the gardening products Monopoly area of a large supermarket. WORTH brand spades, saws, scissors, lawn mowers and other gardening supplies are available.

According to the person in charge of the company, although there are many difficulties in the appreciation of the renminbi, we are not worried. The price of the Canton Fair has increased by 5% this spring. In the autumn, the Canton Fair increased by 20%, and export business was still very good.

From morning till night, the booth is full of foreign businessmen talking about business.

As the saying goes, a plough and a harvest.

The same is true of brands. You can't afford to spend time and effort on careful cultivation, or think that brands will not work. Then, when the wind and rain come, they will feel that there are different brands.

Of course, it is never too late to make up for it.

The "turn key" service has completely liberalized the right to operate foreign trade. The old Shanghai foreign trade -- professional foreign trade company has been strongly affected.

Facing fierce competition from foreign, private and private foreign trade enterprises, the old foreign trade has been exhausted. When the appreciation of the renminbi, the export tax rebate rate and the international accusation against Chinese products are coming, is there any room for the survival of the old foreign trade?

The fact is that some old foreign trade broke through the difficulties, and the days were better.

The import and export company of light industrial products is one of them.

As one of the oldest foreign trade companies in Shanghai, the company has gone through 51 years.

Needless to say, tens of thousands of competitors are facing today. There are also ten enterprises operating independently from this enterprise.

In the past, you had to go to the Canton Fair, and foreign merchants had to find you. Because you have monopolistic status, there are so many suppliers to choose from now. Why do foreign businessmen have to find you?

It is strange that not only a batch of foreign businessmen came to negotiate, but even domestic producers with import and export rights have commissioned the export of light industrial products import and Export Corporation.

Mr Jiang, the deputy general manager of the daily necessities branch, and nebubei, a salesman, disclosed the mystery, that is, to provide "turn key" trade services.

It turns out that although domestic producers have the advantage of low export cost, foreign suppliers often require matching supplies, and an order involves dozens of commodities, many varieties, specifications and supporting commodities, which are difficult to satisfy.

The advantage of the old foreign trade company is obvious. There are two hundred or three hundred domestic factories that the city light industrial products import and Export Corporation has been linked for years.

As soon as the export orders are returned to the old foreign trade companies, the foreign businessmen are convenient, and they can run around without having to rush around. At that time, the goods can be counted; the domestic factories are also happy, so long as they organize the production and ensure the quality; and the expertise of the old foreign trade companies has also been brought into full play.

Market competition and internal and external pressures will surely crush a number of enterprises, but in turn, it is also a good thing, which will force you to find ways to find a way out.

Competition and pressure may not be life and death.

In fact, both the old foreign trade companies and the new private foreign trade enterprises and industrial self operated enterprises actually have their own survival space, so long as they identify the right position and foster strengths and circumvent weaknesses, they will be able to survive the great difficulties.