How Can Chinese Elements Create Market Value?

In the international market, more and more Chinese elements have become the inspiration source of the international first-line brand. Even in the eyes of the Chinese people, the snake skin bags, the back shoes and the traditional Chinese medicine bags have been "refined" into fashion factors.

The reality and helpless choice of "leading role" in OEM production

"Our company mainly deals with foreign trade OEM. Although the profit is relatively thin, $1 can only earn RMB 5 cents, but fortunately it can run.

In Hou's view, it is profitable to make a brand, but it needs a lot of marketing and channel investment. It is a high income and high risk business.

Fu Hua, an exhibition representative from Sheng Sheng Garment in Jiangxi, is also an opinion.

"OEM as long as the order, products must be sold; if the brand has a stock risk.

One year, because of the warmer weather, a large number of down coats have been overloaded, so it is difficult for small businesses to cope with this situation, especially in the economic downturn.

Compared with small and medium-sized enterprises, whether successful listed companies or large enterprises have sufficient funds to build their own brands? The answer from reporters is still: helplessness.

"Our products have defeated many Japanese and Japanese competitors. Now the US market is selling well, accounting for about 70% of the foreign trade orders.

But in the foreign market, consumers will recognize those familiar foreign brands, and their products will not be sold without sticking to their cards.

Jiangsu ceramic import and export representative Sun Jinqi said, "not long ago, several foreign ceramic manufacturers went bankrupt. We had planned to buy one of the brands, but it was not easy to operate it". "In Gaochun,"

Some brands divide their authorization into many areas, and they must be carried out in the subregion when buying, and if they buy them all, the price will be too high.

In recent years, in the field of ceramics, electronic clocks and so on, China has emerged a number of enterprises that can reach international advanced level in terms of technology, design and quality. However, it is still very difficult to get rid of the "OEM" and rely on independent brands to fight the world.

"The cuckoo clock we produce is originated in Germany, and most of its sales are for foreign markets. But if it does not meet a certain amount, it is difficult to master its sales channels. So the most realistic and risky choice is OEM."

AIKE electronics from Quanzhou said on behalf of Lin Yuan Wen.

Chinese elements create strong brands. Where are we missing?

Chinese medicine bag, hot water bag, back shoe...

These "very Chinese" elements turn into fashion highlights at the New International Conference on brand new products, making many Chinese people five flavours.

Why are these Chinese elements recognized by the international market hard to make overseas famous Chinese brands?

Chinese traditional

Through interviews, it is learned that, because it is all manual dyeing and printing, Shanghai blue blue china blue print cloth can only produce 30 thousand meters of finished cloth every year. Most of the technicians hired by enterprises are over 50 years old. A simple vest costs a technician a day and a half.

Because the cost of labor is relatively high, the average cost of a single garment is 500 to 600 yuan.

Zhu Ruiqing, deputy director of Shanghai blue blue China India cloth society, said that the company registered "red double happiness" trademark for blue printed cloth, and the products sold were all called "red double happiness" brand, which is mainly sold to Japan at present.

But it is restricted by manual small workshop mode, and the sales volume is relatively small.

"With the retirement of a group of old technicians, blue printing technology is also facing the danger of being lost. It is hard to say how long this traditional production skill will survive in the market."

If the domestic brand wants to further "go out", in addition to the unique breakthroughs in design and production process, the product positioning and subdivision, and marketing mode innovation need to be further promoted.

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Wang Kaihong, deputy manager of import and export of Shanghai leading group, said that the leading group owns three famous brands such as "three guns" and so on. Enterprises also plan to popularize these brands abroad, so many brands of "28 guns" have been registered in many parts of the world.

But when it comes to specific promotion, it is difficult to find out: first, packaging and design should be made detailed adjustment. "Three guns are the three guns that can not be used in underwear in some countries".

At the same time, the financial strength of enterprises is also a great test.

"Some of the fast fashion brands abroad are ready to lose money when they first enter China. They may not make money in the first three years. Fortunately, the strength behind these brands is strong enough to keep their eyes open."

Li Guangdou, Deputy Secretary General of the brand China industry alliance, believes that the brand building comes from two aspects: first, the quality and credibility of the product, which is the foundation for the brand.

The two is brand fashion, which needs to form a system in terms of design and management.

"To change the status quo of brand input is not overnight. Only a unique Chinese element is not enough. We must learn to integrate with the market, and believe that Chinese brands relying on Chinese elements can win the favor of consumers."

Independent brand small test cattle knife electronic commerce to help

Influenced by the international financial crisis and the global economic downturn, many exhibitors have been thinking of pforming their own brands while doing OEM trade.

At the China Fair, some exhibitors said that in order to enhance brand value in the context of unpredictable external demand and order reduction, we need to start with the domestic market, and stick to the OEM and brand.

How to achieve foreign trade to domestic sales, many enterprises fired the first shot from the shop.

"For the traditional industry of ceramics, before consumers only focus on the use of functions, but now it is time to build brands.

In recent years, we have been striving to expand domestic sales. Apart from traditional stores and hypermarkets, we have opened online stores, which not only enhance visibility, but also reduce sales costs.

Sun Jinqi said.

For small and medium enterprises whose strength is not strong, opening online stores is the first choice for domestic sales.

Jinmao clothing, a children's clothing manufacturer, directly hangs the name of the shop on the top of the company's signboard, and introduces to the inquiring merchants which products can be purchased online.

"The products designed by foreign businessmen can not be sold on the Internet. Our products on the Internet are developed on the basis of the works of the designer of the enterprise. Like this suit, we sell more than 1000 sets in a month."

Jin Mao

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