Made From China And Pformed Into World Manufacture

"Made in China" has become a topic of worldwide concern. Indeed, it seems that every corner of the world is permeated with "made in China", LG, GE, Toshiba, NOKIA, Motorola, DELL, IBM...

"Made in China" has taken the first share of the market in containers, home appliances, electronic toys and other fields to look up to the world.

(see photo 1), so Americans sent a sentiment of "a mess of life without Chinese products", and some even asserted that "made in China" is about to replace "made in Japan and made in America" and "made in Europe" as a synonym for manufacturing in the new world.

However, after the burning incident of the Spanish shoe market in Spain, in recent years, the antidumping cases of "made in China" in the United States and Europe are also numerous. The export environment of Chinese products that has entered the 2007 has continued to deteriorate.

To pform the negative image created by China to the world, mentioning that "made in China" often gives people a trade image of "made in China = low quality, low price = dumping". It should be said that low price advantage is the most important reason that "made in China" can be popular in the world.

An important reason why ordinary consumers abroad buy Chinese made goods lies in the great attraction of "made in China" in terms of price.

The famous international Financial Services Company Morgan Stanley report shows that over the past 10 years, China's cheap goods have saved us consumers about 600000000000 dollars.

The low price advantage is based on the cheap labor force, which makes the "made in China" has been struggling at the bottom of the value chain, and the shortage of senior technicians and technicians in China has obviously restricted the development of China's manufacturing industry to a higher level.

William Fung, the chairman of Li&Fung, the largest clothing and textile trader in Asia, is famous for its "3 dollar" assertion, which illustrates the dilemma of "made in China" from another angle.

He said, "on average, there is a difference of $3 between the ex factory price of US $1 and the retail price of US $4. Instead of fighting for the less expensive manufacturing cost of $1, we should concentrate on dividing up the $3 cake."

Unfortunately, "made in China" is just fighting for the $1.

The industrial chain "V" curve (smile curve) is described in the modern industrial value chain. In this curve, one is R & D and design, the other is sales and service, and the middle is processing production.

Generally speaking, the profit rate between two industries is between 20% and 25%, while the profit of processing industry in the middle is only 5%.

At present, most of the products made in China are in the initial stage of processing and manufacturing.

That is to say, most of the products are low value-added and low tech products.

The core technologies (Key Technologies) of high value-added and high technology products are still controlled by developed countries.

For example, computers and other electronic products, which account for half of China's import and export trade, mainly involve CPC chips and various large-scale integrated circuits, which are still developed by developed countries, and the main procedures and parameters are also mastered.

This is also the biggest obstacle for China to grow into the world's manufacturing brand.

A bigger threat than cheap is that "made in China" is full of fake goods.

According to us customs statistics, in 2003, the counterfeit products seized at US ports accounted for 66% of the counterfeit products from China, much higher than that of second of China's 5% and third of Mexico's 4% in Hongkong.

The appearance of fake commodities has damaged the international reputation of "made in China".

A few years ago, the US electronics manufacturers launched the NoChina campaign to "stay away from Chinese parts".

These events have seriously damaged the image of "made in China" in the world and hamper the long-term development of "made in China".

How to enhance the competitiveness of China made by "made in China" and dance with international giants in the new century, in the globalization of information technology and service industry?

The author believes that there are the following ways: the implementation of modern enterprise management system, at present, our enterprises and foreign enterprises are zero distance competition, low labor resources advantages, will lose over time, should be more technical development and innovation efforts, intensive operation and investment diversification, thereby improving the quality and efficiency of asset utilization.

We should strengthen the revitalizing of the assets of the enterprises, tap the internal potential, constantly pform the old equipment, and form economies of scale and reduce consumption, so that the cost will be reduced.

At the same time, new technologies, new processes and new materials will be adopted to increase the technical content of the products and raise the grade of the products, so that their competitiveness will be improved correspondingly.

Therefore, the source of the competitiveness of enterprises' products lies in the innovation under good management, which lies in the continuous improvement of people's enthusiasm and the continuous improvement of efficiency.

Wal-Mart Store Inc, the largest commercial retailer in the world, has a total sales volume of 165 billion US dollars in 1999, ranking second in the world top 500, next to General Motors Corporation.

In 2000, total sales amounted to US $191 billion 300 million, surpassing General Motors.

How can a retail enterprise belonging to traditional industries surpass all the world's banks, insurance companies and other financial institutions in terms of sales revenue over the "manufacturing king" automobile industry, exceeding the "new economy" information enterprise?

Through effective control of logistics and information flow, WAL-MART enables the company to start from raw materials to make final products, and finally, the process of selling products to consumers by the sales network has become efficient and orderly, and has realized the standardization, specialization and unification of business activities, so as to achieve the goal of scale efficiency and make it popular in the retail industry. This is the embodiment of effective management of enterprises.

To carry out brand strategy enterprises in a comprehensive, rapid, long-term and large-scale way, we must implement the famous brand strategy. This is the only way for enterprises to survive and seek development.

In recent years, some famous international enterprises, such as Motorola, NOKIA, SIEMENS and so on, have been familiar with and loved by consumers. People think quality is good and durable. This is the famous brand effect.

The success of these famous brands, famous enterprises and famous brands enlightens us that if we want to succeed on the big stage of the world economy, we must let the consumers of the world recognize and establish the famous brand effect.

Under the background of economic globalization, competition in the international market is fierce. This competition will gradually infiltrate into China's market economy, which will further intensify competition.

In all kinds of competitions, the high level, comprehensive and overall competition is the competition of brands.

Therefore, the implementation of brand strategy is guided by scientific and technological progress and comprehensive innovation. On the basis of promoting technological pformation and innovation, relying on resource advantages, we should do everything possible to develop superior products with high technology and excellent performance and competitive products.

As we all know, Haier is a shining star rising in China in recent years.

In 1985, Haier was only a small factory with an annual sales income of only 3 million 480 thousand yuan. By 1999, the small factory had become a large group, and its sales volume reached 21 billion 200 million yuan, an increase of more than 6000 times.

It has maintained an average of 81.6% high-speed and steady growth for 15 consecutive years, which is a miracle of modern economy.

The success of Haier is caused by many factors, but its decisive role is its correct brand strategy.

At the very beginning, Haier people began to take measures from the concept, system, whole staff consciousness and production process, and put forward the "sunrise high day" management concept (OEC): setting up a brand strategy with high starting point.

To further shape the corporate image, Haier has also adopted a series of strategies and measures to launch the one-stop six in one star service on the basis of the original good service: telephone consultation door-to-door design, free delivery, free material charge, 24 hour service in place, and user tracking return visit.

In the publicity of public relations, combined with the trend of internationalization of Haier in recent years, the slogan of "Haier, made in China" is internationalized, so that the brand image of the enterprise carrying the overall image of Haier is more plentiful and richer.

In the product extension, according to market demand, new products that meet different levels of consumer needs and more personalized products are continuously introduced.

From "physical strength" to "intelligence", "made in China", if we want to truly build the world brand and increase the vitality of products, we must change from physical strength to "intelligence" and win our core technology.

Microsoft Corp is a typical example of "China Intelligent Manufacturing": in November 30, 2006, at the Beijing conference of Microsoft's three largest products, the word "Chi Zhi Hua" appeared for the first time in the speech of Microsoft COO Kevin Turner.

When Bill Gate visited China in April this year, he announced that China had vigorously developed R & D, and established a blueprint for R & D area in Beijing and Shanghai. Microsoft's "China Intelligent Manufacturing" route is becoming more and more clear.

At the end of 1998, Zhang Yaqin, President of Microsoft research and development group, set up Microsoft China Research Institute to carry out basic research.

5 years later, Microsoft Asia Engineering Institute was established. At this point, Microsoft has perfected the hatching and innovation of products in China from exploitation to technology.

In January 2006, Microsoft Asia development group was founded. Microsoft carried out a complete resource integration and optimized it.

Zhang Yaqin said this integration can be said to be the 3 stage of China's R & D and manufacturing.

"In this way, we have a relatively complete and innovative industrial chain in China, including technology research, product development, incubation and cooperation."

Until now, Microsoft has been actively expanding its R & D layout in China.

The continuous improvement of R & D technology will inevitably lead to continuous updating of products.

No commodity will remain immortal in the market. It will always be at a climax. So is the famous brand product. The famous brand product must also change along with the changing needs of consumers and the market.

Any product will have a process of launching, growing, maintaining and declining. Therefore, we should always launch the products welcomed by the market. The successful experience is that when a product gets the approval of the market and the customers, we should carry out the development of new products or renew the products, and the choice of the time is accurate, and we can receive the results of the old and new win-win situation.