In 2010, The Percentage Of Shenzhen'S Own Brand Of Leather Will Reach 60%.

Editor's note that appreciation of RMB, rising labor costs and rising raw material prices have become 3 difficult problems faced by Shenzhen and even the whole country's export-oriented industrial enterprises.

In this kind of labor pains, enterprises must pform their production and operation modes, improve their capability of independent innovation, enhance their technological content and core competitiveness, so as to promote the upgrading of industries and win new advantages in market competition.

Since the beginning of this year, due to the global economic downturn, the appreciation of the renminbi, the adjustment of processing trade policy, the lowering of the export tax rebate rate, the implementation of the new labor law, and the increase in raw material prices, many domestic enterprises have been experiencing a dramatic increase in production and business pressure, especially some processing enterprises, labor-intensive enterprises, low value-added enterprises and export enterprises, which are facing great challenges of survival and development directly.

Faced with all kinds of difficulties, a breakout battle for export enterprises is being launched in Shenzhen, where the dependence on foreign trade is as high as 300%.

According to the reporter, in the first 4 months of this year, Shenzhen was affected by the double extrusion and superposition of international and domestic situations, and the problems such as the slowdown in industrial growth and the decline in export growth were also prominent.

1~4 months, the general trade of the city exported 13 billion 41 million US dollars, an increase of 14.8% over the same period last year, a 42.8 percentage point decrease from the same period last year, and 33 billion 234 million US dollars in processing trade exports, an increase of 9.1% over the same period last year. The growth rate dropped by 15.5 percentage points over the same period last year. In particular, the major traditional bulk products such as clothing, textiles, footwear, plastic products, toys, travel products and bags, the export growth rate has dropped considerably.

Adjusting the market direction to achieve "beautiful turn around" it is understood that Shenzhen's household electrical appliance industry contributes about 80 billion yuan of economic output every year, of which the export volume is about 30 billion yuan.

In Shenzhen's household appliance industry, there are both giants represented by Konka and SKYWORTH. There are also brand pioneers represented by LIAN, Emmett and Angel, but most of them are small and medium-sized enterprises.

Under the current situation, the home appliance industry is not having a good time.

The head of a small household electrical appliance company in Shenzhen has calculated to reporters: in the past 4 years, the price of plastic materials has risen three or four times, the price of iron has increased three times, and the price of copper has increased four or five times.

At the same time, the wages of Shenzhen workers doubled, and the export tax rebate rate for small household appliances also dropped from 13% to 5%.

Based on this, some export enterprises in Shenzhen began to turn their eyes to the domestic market.

Emmett is a leading small appliance company famous for its electric fans.

Before 1997, its foreign business accounted for more than 80% of the total business.

After the Asian financial turmoil, Emmett embarked on the development path of self created brand under the influence of exchange rate and price rise of raw materials.

This year, the company has intensified its efforts to promote the domestic market in order to cope with the ups and down of the international market.

According to the head of the Shenzhen household electrical appliance industry association, at present, about 3/5 of Shenzhen's export household electrical appliance enterprises are in pition for domestic sales.

In addition to turning to the domestic market, some Shenzhen enterprises are vigorously developing new international markets.

Shenzhen Da Fu Hao Industrial Development Co., Ltd. has adjusted its export strategy, although exports to the United States have declined, but exports to Europe, Russia and the Middle East are increasing.

Statistics from relevant departments show that Shenzhen's export growth to the European Union, ASEAN and Africa and other international markets has accelerated at the same time as the export growth rate of major markets such as the United States and Japan has dropped.

In the 1~4 months of this year, Shenzhen exported $3 billion 680 million to ASEAN, an increase of 48.9% over the same period last year, and the growth rate increased by 21.7 percentage points over the same period last year.

At present, there are nearly 500 glasses manufacturing enterprises in Shenzhen, with nearly two hundred million pairs of glasses per year, and 95% exported to more than 130 countries and regions in the world, accounting for 60% of the global market for spectacles.

However, Shenzhen's spectacle manufacturers have to face an awkward situation -- two out of doors, namely, research and development outside and outside the market, and they only earn small processing fees.

Because of the lack of self created brands, the profits have been taken away by others.

According to industry sources, the processing profit of Shenzhen's spectacle manufacturing industry is only about 10%, but the gross profit margin of terminal sales is as high as 500%.

Looking at Italy and other upstream manufacturers of European spectacles industry chain to enjoy a rich "market feast", some glasses manufacturing enterprises in Shenzhen are unable to sit up and actively create brand names.

Large scale eyeglasses manufacturing companies such as mark Cheng, Ya Jun, elegant, Xing Hui and so on have set up special funds to encourage new technologies and new processes to innovate.

While not giving up the international market, they are also working hard to expand the domestic market and promote their own brands in these two markets.

At present, Shenzhen's spectacles industry has sprung up famous brands such as Oriental Dragon and Sao Asia, and has seized the international market through these independent brands.

The value and profits created by independent brands make many enterprises in Shenzhen move forward.

Cai Xun industry (Shenzhen) Co., Ltd. was a company engaged in OEM production in the past.

The company has been engaged in the processing and production of DVD, LCD and plasma TV for many years. It has continuously absorbed and improved the latest electronic technology, and has successfully launched its own brand flat-panel TV, becoming a well-known electronic enterprise in the industry.

Similarly, facing the pressure from the market, Shenzhen high-tech enterprises are more calm and confident than those with low value-added products.

Cai Li Electronics (Shenzhen) Co., Ltd. is a toy company, but because of its high technology content and strong product innovation ability, it has taken the initiative in fierce international competition and has strong market bargaining power.

Coincidentally, as a "Chinese power" in the international automotive electronics inspection industry, Shenzhen Yuan Zheng Polytron Technologies Inc insists on relying on its own brand to take the international road, relying on its own R & D capability and core technology, products covering major domestic and medium-sized cities, and in the European and American international markets.

Build industrial platform and enhance competition force. Bicycle is also a traditional industry in Shenzhen. Its annual output value is over ten billion yuan, and more than 12 million products are exported annually.

In addition to Merida, China, security, Huaqing, Dahang, XDS, Qin Chi and other famous vehicle brand enterprises, there are also a number of global manufacturers, such as the GUI league chain, which is the 70% largest bicycle chain industry in the world, and the world's largest forks, handlebars, risers, saddle pipe manufacturers, and so on.

In order to promote the virtuous circle development of the industry, Shenzhen actively builds a bicycle exhibition platform.

At present, the Shenzhen bicycle association has signed an agreement with the National Bicycle Testing Center, and will set up a testing center in Shenzhen to help Bicycle Companies in the city better move towards domestic and foreign markets.

Faced with the problem of lack of talents and channels in Shenzhen's home appliance industry turning to the domestic market, some industry insiders urged that we should accelerate the construction of the home appliance industry gathering base, set up a home appliance base and public service platform, and retain the root of the enterprise.

In view of the bottleneck of the lack of glasses brand in Shenzhen, the city is planning to set up a special industrial park with glasses to solve the problem of supporting industries and factories.

At the same time, the city is also preparing to set up a wholesale and distribution center for the eyeglasses trade to form a good radiation effect and enhance industrial cohesion.

Background link: in 2007, the total industrial output value of industrial products above Designated Size in Shenzhen reached 1 trillion and 383 billion 254 million yuan, an increase of 17.7% over the same period last year, and the total foreign trade import and export volume was 287 billion 533 million US dollars.

In 2008, the expected target of Shenzhen's trade industry was to achieve an increase of 353 billion yuan in scale industries, an increase of 14% over the same period last year, and a total of 327 billion 100 million US dollars in foreign trade and imports, an increase of 13.8% over the same period last year, of which 193 billion 800 million US dollars were exported, up 15% over the same period last year.

Shenzhen's export volume has reached 1% of the world's total exports, ranking the first place in China's large and medium-sized cities.

Shenzhen's economic dependence on foreign trade is as high as 330%, which is rare in the world.

It is estimated that by 2010, the total number of Chinese famous brand products and famous brand products in Shenzhen will reach more than 100, and strive for more than 4 world famous brand products in China. The rate of independent brands of industrial products should rise from about 20% to 40%. Some of the dominant industries, such as electronics, building materials, clothing, jewellery, leather and other independent brands, will have a 60% ownership rate. The number of famous brands in China will reach more than 40% by 2010.