How Can A Brand Weak Country Become A Trading Power?

The average export price of a pair of shoes in China is US $2.5, which can be overloaded with foreign brands.

Lu Jianhua, director of the foreign trade division of the Ministry of Commerce, said that China's manufacturing is black.

At present, 1 of the 5 pairs of shoes in the world are made in China, and 1 of the 2 cases in the world are made in China.

But when it comes to the world famous brand of sports shoes, people will think more about Nike and Adidas and talk about leather bags. People will think of Louis Weedon and Valentino, but do not know what the brand of China is.

There are "goods" and no "cards" because we have "married for a long time" for a long time.

The average export price of a pair of shoes in China is US $2.5, which can be overloaded with foreign brands. A globe with an export price of US $5 can be sold for us $85, and a set of women's clothing at a market price of 100 Euros can only get 3-4 euro's labor charge.

In the international exchange, we can only sell the resources and labor force cheap, and obtain the meager trade income.

"A brand weak country can not be a trade power". Last year, China's total import and export amounted to 851 billion 200 million US dollars, of which 438 billion 400 million US dollars were exported, ranking fourth in the world, and the position of trade power and export power has been initially established.

From the point of view of export structure, China's processing trade (OEM export) occupies half of China's exports.

In general trade exports, most are OEM production.

Guangdong's independent brand exports accounted for only 3% of the total exports of the province, while the proportion of independent brands exported by Shanghai and Zhejiang was less than 10%.

"Goods without brands, equivalent to people without accounts, a brand weak country, can not be a trading power."

Lu Jianhua, director of the foreign trade department of the Ministry of Commerce, said that the lack of independent export brands and a large number of simple expansion models for export of low value-added industrial products have caused a series of adverse effects on foreign trade and the development of the national economy.

It is not conducive to increasing international exchange earnings, and is not conducive to sustainable economic development, and is not conducive to enhancing international competitiveness.

At present, we are still in the low end of processing.

Judging from the value chain of the international market, the added value created by the production sector accounts for only 30%, while the remaining 70% comes from the R & D and marketing links marked by brand.

Lu Jianhua said that because of the lack of export brands relying on quantity expansion, the products are identical and the added value is low, and export prices continue to fall, causing frequent trade barriers.

At present, China's anti-dumping and safeguard measures have accounted for 17% of the world's total.

We have met all kinds of trade safeguards adopted by other countries within the framework of WTO.

And the way of quantity expansion can only get narrower and narrower.

From the perspective of market space, a considerable portion of China's export commodities occupy a considerable share in the international market. For example, toys account for 1/3, canned oranges account for 78%, furniture accounts for 66%, ceramics account for 56%, and the export areas of commodities are very concentrated, with 72% of export toys and 68% of export shoes. In the US and EU regions, more than 86% of the export clothing products are concentrated in Japan.

The space for simple quantity expansion is very limited.

"Insisting on independent innovation and persisting in market inspection", the party put forward in the third Plenary Session of the 16th CPC Central Committee: "encourage domestic enterprises to make full use of the favorable opportunity for opening wider to the outside world, and enhance their ability to open up markets, innovate technology and cultivate their own brands.

Improve the quality, grade and added value of export commodities.

Brand strategy is a systematic project, and enterprise is the main body of brand strategy.

However, most enterprises still choose the way of OEM.

A person in charge of a well-known textile enterprise told reporters: "we have posted products in the foreign market. The direct sales account for 10% of the total foreign sales. Most of them still choose the way of OEM.

There are many reasons for this. When it comes to world famous brand clothing, people usually associate with Milan and Paris. China's clothing brand lacks influence. According to the requirements of foreign manufacturers, what we want to produce can avoid many market risks. Enterprises need to spend a lot of money and time to develop a brand. It is not accomplished overnight. At present, the brand advertising fee we invest annually in China is 30 million yuan, which needs more in the international market, which requires enterprises to have considerable strength.

"To form an influential brand, we must first ensure that there is a certain market size, so that economies of scale can be produced, and scale and cost minimization can be achieved."

The head of a domestic beer enterprise said that China's market economy system is not perfect at present, and there is no unified market in the whole country.

There are numerous beer enterprises in China, and there are several major beer businesses in almost every province. It is very difficult for foreign beer companies to occupy the local market.

The perfect market system has not yet been established, and the role of market rules can not be brought into full play. There is still a long way to go to create famous brands and international famous brands in China.

The head of a domestic air conditioning enterprise said: "in fact, every enterprise wants to sing its brand in the international market, but in the short term, the main brand may lose some interests, because our brand still lacks appeal in the international market, and establishing a brand in the international market requires a lot of money and time.

It is understood that the cultivation of a world famous brand requires an average of 200 million dollars and 25 years.

Shen Danyang, vice president of the Ministry of Commerce, pointed out that enterprises must be good at learning foreign advanced technology, strengthen independent innovation and master their own intellectual property rights, so as to realize the leaping development of brand strategy.

Take DVD as an example. Because we do not have intellectual property rights of core technology, every DVD export of Chinese enterprises will pay more than US $10 to the Japanese and European enterprises, while the export price of our DVD machines is only about US $30 per unit.

Shen Danyang said, generally speaking, the development of enterprise brand must go through the development stages of general brand, regional brand, national brand, export brand and international brand.

When developing export brand, we need a certain amount of capital and scale. We should build domestic brand at the same time, integrate domestic and international resources, coordinate domestic and international markets, and diversify risks.

Export brand is a high input, high yield, high risk and high income activity. Brand competition has the characteristics of scale economy and high entry barriers.

In this regard, China's enterprises are still in a weak position.

At the present stage, we need more government and policy support to break through institutional obstacles.

To establish a stable and sound policy support system, the Ministry of commerce is leading the establishment of a leading group to promote the export brand construction and development of the export brands, including the Ministry of Finance and development, the Ministry of finance, the Ministry of science and technology, the State Administration of Taxation, the State Administration of industry and commerce, the General Administration of customs and other departments.

Lu Jianhua pointed out that the cultivation of export brands is a systematic project with enterprises as the main body and market as the guide.

The government should create an environment conducive to brand cultivation for export enterprises.

In the future, the Ministry of Commerce will select a number of key export brand names in high-tech products, mechanical and electrical products and traditional commodities each year, and will focus on promoting a number of key export brands in accordance with the part of the government's investment and part of the enterprise's matching. Customs, quality supervision and foreign exchange departments will formulate relevant policies to open up a green channel for these excellent export enterprises; the Ministry of Commerce will also use trade promotion measures such as exhibitions, advertising and promotion to enhance the brand awareness of enterprises; provide resources and financial support for key export enterprises to cultivate brands; annually arrange special funds in the budget to support financial projects and government projects for export famous brand construction. This year, 200 million yuan of special funds will be invested to support brand building.

At present, Guangdong, Jiangsu, Zhejiang, Shandong, Fujian, Ningbo, Xiamen and other places have formulated the export brand development plan of the region, set up an inter departmental working mechanism and issued supporting policies.

Ningbo proposed that by 2010, 50% of the foreign trade enterprises in the city have registered trademarks abroad and 5000 enterprises have passed the ISO9000 quality system certification.

The Municipal Foreign Trade and Economic Cooperation Bureau and the Finance Bureau jointly promulgated the relevant measures to give discount and reward to the export of independent brands.

In the just concluded ninety-fifth Canton Fair, China has set up the "brand exhibition area" for the first time.

The 320 independent export brands achieved 18% turnover at 7% booths, which directly booed export growth.

The proportion of new products is nearly 50%, which is 20 percentage points higher than the average level, which improves the product quality and the paction price is 10% higher than that of the same commodity.

Exhibitors said, "it feels great to have a brand."