Fujian Implements Brand Drive Strategy To Enhance Added Value Of Export Products

Recently, the Fuyao Glass Industry Group acquired a German company providing value-added services for automobile parts, renamed as Fuyao European company.

The acquired German company mainly provides supporting services for famous cars such as Audi, Volkswagen, Mercedes Benz and Porsche.

This means that Fuyao has obtained the pass for landing in the European market and perfected the supporting system of Fuyao Group in overseas market.

Based on China, opening up North America and Asia Pacific market, and now stationed in Europe, Fuyao Glass Industry Group has been stable and stable for three years, becoming the seventh largest multinational company in the world.

All this is due to Fuyao's brand.

In recent years, Fuyao has intensified its efforts to cultivate the brand, and succeeded in picking up the "famous brand of export" which was mainly cultivated and developed by the Ministry of Commerce last year.

Fuyao is only one example of Fujian's implementation of its own export brand.

Reporters learned from the provincial foreign trade and economic cooperation department that Fujian has pioneered the establishment of a provincial export brand evaluation system in the whole country, which has effectively pformed the development mode of foreign trade. Brand enterprises have said "no" to low added value competition, and a number of superior export products and export enterprises have emerged internationally.

Multi sector collaboration encourages enterprises to create brands as an early stage of reform and opening up. Fujian's economic export-oriented degree is very high. Opening to the outside world has become a major advantage, a great support and a great potential for Fujian.

However, in the past, like most of the strong foreign trade provinces in China, Fujian's foreign trade exports started and grew under the low level competition, relying on the comparative advantage of low labor costs.

For a long time, most export enterprises took part in the international division of labor only in the low value-added processing sector, engaged in OEM production and took price as the main competitive means.

Such a low level competition is weak in the face of anti-dumping, foreign import control and technical barriers.

With the rapid increase of export volume, it is inevitable to change the mode of foreign trade development and increase the added value of export commodities.

What is the basis for changing the way of foreign trade development?

Experts from the Ministry of foreign trade and economic cooperation said that international experience has shown that deepening the implementation of independent export brand promotion and strengthening the cultivation of independent export brands are important means to enhance the international competitiveness of export commodities. It is an inevitable choice to pform the mode of foreign trade development and optimize the development structure of foreign trade, and is the only way to promote the realization of foreign trade from a big to a strong historical leap.

In recent years, Fujian has vigorously implemented brand drive.

The foreign trade and economic cooperation system has also taken vigorous action to implement the export brand development strategy, promote the cultivation and development of the independent export brand system, accelerate the cultivation of a number of export famous brands with strong international competitiveness and independent intellectual property rights, make bigger and stronger enterprises, realize the optimization and upgrading of industries, and further enhance the overall international competitiveness of Fujian province.

Last year, our province issued the "guiding opinions on supporting the development of export famous brands". Foreign trade and economic cooperation, customs, commodity inspection, taxation, banking and other departments worked together to facilitate brand enterprises in customs clearance, commodity inspection, tax rebate, financing and so on.

This year, Fujian Province set up the "special fund for export brand development" in Fujian Province, using the brand funds allocated by the central government, which is specially used for the construction of export brand public platform.

Fujian's independent export brand construction started late, but progress was fast.

The 18 products of 18 enterprises in the province are listed in the 2005 to 2006 "famous brand of export and cultivation developed by the Ministry of Commerce", accounting for about 1/10 of the total number of export brands in the country, ranking fifth in the country. The number of candidates entering the Ministry of Commerce's export brand list has increased year by year. The 102nd Canton Fair has reached 45 enterprises in the candidate brand areas of the Ministry of Commerce in Fujian, and 4 enterprises have been selected as the most competitive brand in the 2006 year of the Ministry of Commerce.

This year, according to the qualification requirements recommended by the Ministry of Commerce on the recommendation of "China's export brand", Fujian recommends to the Ministry of commerce the 76 brands of 71 enterprises to declare "China's export brand" from 2007 to 2008.

In addition, Fujian province took the lead in establishing the provincial export brand evaluation system in the whole country. 88 enterprises were selected in Fujian export brands from 2006 to 2007, involving many industries, such as electromechanical products, light industry technology, textile and clothing, food and animal husbandry, medicine and health care.

In order to encourage enterprises to create brand names, Fujian has introduced various policy support measures to focus on cultivating the enterprises that have been selected by the Ministry of Commerce and the export brands at the provincial level, and set up a multi-level export brand cultivation system of "export brand of Ministry of Commerce, provincial export brand, candidate export brand", which has been affirmed by the Ministry of Commerce and extended to other provinces and cities throughout the country.

Fujian's export brand shows its true demeanour. In this year's "5. 18" fourth Fujian Commodities Fair, Fujian province has obtained the famous brand export commodities that the Ministry of Commerce has mainly supported and developed, and the enterprises that Fujian's key export brands are supported and developed.

Organizing these enterprises to participate in the exhibition and giving special arrangements to their booths, and displaying and publicizing Fujian's independent export brand as a whole is an important measure for Fujian to rely on the exhibition platform to implement the export brand.

Trade Fair Exhibition Hall, Fujian finance and trade textiles, South Fu, red boy, Xun Xing zipper, Fu Hui, J.

Fujian's famous export brand has attracted the attention of businessmen at home and abroad.

According to experts, Fujian's independent export brand construction has 4 characteristics.

The first is the wide coverage of the brand industry.

The province has initially formed about 60 large and small industrial clusters. The industrial cluster of Jinjiang shoes, Shishi garments, Dehua crafts ceramics, Quanzhou bags, Nanan plumbing equipment, Fu'an electrical equipment, Zhangzhou watch and furniture industry has a high reputation in the whole country. Xunxing zipper, Jomoo Wang Yang clothing, riches and birds shoes industry, PEAK group, JOYOU building materials, Fujian east Ambo motor, Ying Feng food and other leading brand enterprises are constantly emerging.

The two is high brand technology content.

As of 2006, the province has developed 26489 new products, an increase of 2363 over the previous year, and 12 state-level enterprise technology centers, provincial enterprise technology centers and provincial industry technology development bases, 123 and 10 respectively.

The improvement of enterprise's independent innovation ability reflects the connotation of the brand, and guides our province's economy to achieve qualitative leap in structural adjustment and industrial upgrading.

Three, there are many brands in private enterprises.

The proportion of private enterprises with "Ministry of Commerce export brand" and "provincial export brand" is 70%.

Four is the strong competitiveness of brand enterprises.

Many brands such as Nan Fu, Fuyao, Xun Xing zipper, PEAK and so on are famous at home and abroad.

The implementation of the brand strategy of a brand, a sub player and a chess player has created the fame of Fujian's export commodities and improved the competitiveness of the international market of commodities. Enterprises have changed from making money at low prices to making money by fame. Some enterprises have even realized the pformation from "I paste others' cards" to "others posted my cards", and earn additional value by others through brands.

In addition, brand products have played a significant exemplary and driving effect in opening up domestic and foreign markets, improving economic efficiency and promoting economic development, and become a powerful engine to stimulate the development of Fujian's foreign trade export.

According to the statistics of Fujian provincial foreign trade and Economic Cooperation Department, there were more than 4600 domestic enterprises that actually exported last year, while only 88 of the 88 provincial export brand enterprises accounted for 1.9% of them. But last year, they exported 8 billion 92 million US dollars, accounting for 20% of the total export volume of our province.

Yang Biao, director of the Department of foreign trade and economic cooperation, said that the implementation of "brand driving" is an inevitable requirement for the development of the word "good". It is an important measure to change the mode of foreign trade development and speed up the construction of the Economic Zone on the west coast of the Straits.

In the next step, Fujian will continue to vigorously implement export brand promotion, and strive to be selected by the Ministry of Commerce in 2010 for 50 major export brands with emphasis on Cultivation and development through the policy support of all levels of government, the close cooperation of intermediary organizations and the practice of export enterprises. It has been selected by the Ministry of foreign trade and economic cooperation to select 150 famous export brands with key cultivation and development. More than 50% of the province's export enterprises have independent export brands, and the proportion of their own brand products exports has doubled to the total export volume of the province.