Cultivating Private Brand Export And Implementing Export Brand Strategy

10 years ago, in China's exports, the proportion of private brands accounted for less than 10%. Clothing and other products were mostly unlicensed or OEM exports.

Because of the lack of private brands in overseas markets, most Chinese enterprises can only earn meager profits.

10 years of progress, this situation is undergoing a historic pformation.

Reporters recently learned from the Ministry of commerce that at present our country owns

Foreign trade enterprises account for about 20% of the total number of foreign trade enterprises, and the export volume of private brand products accounts for about 11% of the total export volume.

China's private brand exports are developing rapidly.

According to the introduction, at present, the private brand has already occupied the leading position in the automobile export field of our country.

In 2011, the top 10 private brand enterprises such as Chery and Geely exported 673 thousand vehicles, accounting for 79% of the total export volume of automobiles in China.

At the twelfth Chilean Santiago international auto show this year, Chery, the Great Wall, BYD and many other Chinese independent brand car companies have made a collective appearance, attracting widespread attention from the international automotive industry.

According to Chile's National Automobile Association statistics, in August of this year, China's the Great Wall car sales in Chile have surpassed the world-renowned brands such as Volkswagen and Renault.

Not only in the automotive industry, but also in large machinery, equipment, ships, aviation and other export fields, you can see the shadow of your own brand everywhere.

Large container ships and deep-sea drilling platforms with independent intellectual property rights have been exported to western developed countries. Domestic aircraft exports have made progress. Up to now, foreign orders and intention purchases of the "Xinzhou" series aircraft have totaled 103, and 43 have been delivered.

In addition to the sophisticated products such as large equipment, aircraft and tankers, some traditional labor-intensive industries have also made new breakthroughs in their own brand products.

In China's largest furniture export base, Shenzhen, the positive factors such as international network marketing and sophisticated talent gathering promote industrial upgrading, creating favorable conditions for the pformation of Shenzhen furniture to its own brand.

The local export furniture industry began to get rid of the "two out of the" processing plant situation, and made breakthroughs in the localization of the industrial chain.

At present, the export of Shenzhen's own furniture has exceeded processing trade.

In October this year, thousands of old brands from Europe.

The leather products made by famous enterprises in Italy, Turkey and Zhejiang are labeled with "Kaiyang" brand made in China and sold in Haining leather city.

Since then, Haining Kaiyang clothing company has become the first Zhejiang private enterprise in the leather industry to let European enterprises go on the job.

Positive progress has been made in the pformation and upgrading of foreign trade.

Behind the rapid development of private brand exports is the positive progress made in the pformation and upgrading of China's foreign trade.

In recent years, with the continuous increase of China's import and export volume, the pace of pformation and upgrading of foreign trade is also accelerating.

Cultivating private brand exports and implementing the strategy of exporting famous brands is an inevitable requirement for the implementation of Scientific Outlook on Development. It is also a major move to pform the mode of foreign trade development and improve the quality of foreign trade growth.

The relevant departments have made great efforts to promote the export of their own brand products.

The Ministry of Commerce and the Ministry of science and technology, Ministry of industry and information technology, the State Development and Reform Commission and other ministries and committees work together to identify various demonstration bases.

At present, we have identified 4 batches of 88 innovative bases for technological innovation, 12 export bases for automobiles and spare parts, 12 export bases for ships and 59 demonstration bases for foreign trade pformation and upgrading. Through policy guidance and linkage, the industry's independent innovation ability and international competitiveness have been enhanced, and the development of its own brands has been accelerated.

According to statistics from the Ministry of Commerce, in 2011, the export of private brand of the demonstration base of foreign trade pformation and upgrading reached US $17 billion 700 million, accounting for 42% of the total export volume of the demonstration base of foreign trade pformation and upgrading.

The Canton Fair, known as "China's first exhibition", has set up a special brand exhibition area since the ninety-fifth session to show our own brand products with independent intellectual property rights and high added value.

Since then, the scale of the Canton Fair brand exhibition area has been expanding. The turnover of its own brand exhibition area at this year's 111st Canton Fair has accounted for 36.9% of the total turnover.

Overseas promotion of private brand products is also being strengthened.

In September 2002, the first China famous brand export commodities fair was held in the United States.

For the first time, the exhibition focused on the export of famous brand goods in China. It was widely praised by Chinese and foreign participants.

Up to now, China's brand merchandise exhibition has held 10 sessions in the United States and Europe respectively.

In July this year, the first China brand merchandise Africa exhibition was successfully held in Tanzania.

Independent innovation and brand strategy enable more and more foreign trade enterprises to pform from "production" to "design + production", from "production workshop" to "enterprise headquarters".

In this process, many foreign trade enterprises have gradually grasped the bargaining power and initiative of the market.

"Upgrading of the industrial level is actually the pformation of processing mode."

Lu Xun, deputy director of the industry department of the Ministry of Commerce, said that in recent years, with the development of processing trade in Guangdong and Jiangsu, the pformation and upgrading of processing trade has been accelerated, and the production mode has been further optimized, from simple processing to generation design, processing integration and private brand pformation.

"We first entered the US market.

In the past few years, it has been promoting its own brand, and established a sales company in the United States very early. The real development began last year.

On the 111st Canton Fair, Ouyang Jun, assistant general manager of GREE overseas sales company, told reporters that GREE has made its own brand layout in 88 countries and regions, and this year, the United States market has been the core of the radiation to the surrounding countries, increasing the strength of this layout.

Ouyang Jun believes that Chinese enterprises are in the stage of speeding up the pformation of exports. Under the background of economic globalization, the ultimate goal of enterprises is to pform into a global company and become an international company.

The period of low cost export of Chinese enterprises has passed, and the pformation will be reflected more quickly in the next 2 to 3 years.

The pformation and upgrading of "12th Five-Year" was just then.

"The most fundamental way to pform China's foreign trade development mode is to optimize the structure of export products and enhance the quality and efficiency of foreign trade development."

Wang Shouwen, director of the foreign trade division of the Ministry of Commerce, said: "in terms of export commodity structure, we encourage the export of high-tech products with independent intellectual property rights and private brands, and the structure of our export commodities is constantly optimized."

It is understood that the share of China's textile and apparel in the global market has increased from 15% to 31%, which has doubled.

The proportion of China's export of electromechanical products has also been greatly improved, which accounts for about 45% of the total export volume, and has now reached over 59%.

At the same time, the export of "two high and one capital" products is declining, which has dropped from about 6.6% in 2005 to about 5.5% now.

In recent years, China's foreign trade enterprises are facing the challenge of cost explosion.

The traditional mode of foreign trade development with high consumption and low added value has been difficult to sustain.

It is the right time to cultivate our own brands, enhance the international competitiveness of foreign trade enterprises and accelerate the pformation and upgrading of China's foreign trade.

The number of world famous brands is an important symbol of the economic strength of a country or region. It is also the historical mission of our country to stand firmly in the world's national forests.

Experts say that without brands, the products manufactured by enterprises are just products, rather than commodities.

Behind the brand is strength, marketing, technology and other strength of the contest.

As the first export country, we are moving towards a direction from a big foreign trade to a strong foreign trade.

In this process, foreign trade enterprises need further efforts to develop their own brands.

It is understood that the Ministry of Commerce will further support and protect enterprises in developing overseas trademark registration, cultivate internationally famous brands, enhance the brand value of traditional superior products, gradually form new advantages in quality and standard competition, consolidate traditional export advantages, enhance the quality and grade of labor-intensive products, and support enterprises in product design, technological innovation, technological pformation and brand marketing.

During the "12th Five-Year" period, China will vigorously foster new advantages in international competition, implement technology, brand, marketing and services to promote export strategy and proactive import strategy. While consolidating the status of "made in China", we will vigorously promote "China's creation". While consolidating the status of "China's processing industry", we will focus on promoting "China's marketing".