Embarrassment Of Big Brands In Big Manufacturing Countries

In the shopping malls of metropolises all over the world, "made in China" can be seen everywhere, but it is hard to find the trace of "Chinese brand". From "manufacturing" to "brand", though it is a word difference, the value it brings to enterprises is quite different. According to a statistical data from the school of economics and management of Peking University, the average value of China's products in 2006 was only 1/6 of the global average commodity value, which means that every time China produces one commodity, it must buy one to send five. According to the statistical data of School of economics and management, Peking University, China's total GDP in 2006 was about 2 trillion and 600 billion US dollars, equivalent to 5.6% of the global total of US $45 trillion and 800 billion. In 2006, China produced 51% of the world's total cement, 33% of steel, 42% of construction materials, 38% of clothing, 35% of textiles, 35% of household electrical appliances, and so on. How much value has Chinese enterprises gained in such a large share of the international market? By dividing the 5.6% share by the most conservative 35% market share, it is concluded that the value of Chinese goods is only 1/6 of the global average commodity value. Asia's largest clothing and textile trader, Li & Rong, chairman of WilliamFung, has a famous "3 dollar" judgment. He said, "on average, there is a difference of 3 dollars between the ex factory price of US $1 and the retail price of $4. Instead of fighting for the 1 dollar manufacturing cost that has been so small, it is better to concentrate on the $3 cake." Unfortunately, "made in China" is just fighting for the $1. According to a latest statistics from the China Textile Import and Export Chamber of Commerce, the average price of clothing imported from the United States is 22.84 US dollars from Italy. The average unit price of imported garments from France is US $22.42, the average price of imported garments from the world is 3.19 US dollars, while the average price of clothing imported from China is 2.84 dollars, and it is not enough for a movie ticket abroad. In 2003, Dongguan and other southern regions in China produced 40% of the market share of the three largest men's shirts brand in the world, with an average export price of 50 yuan for each shirt. The retail price of foreign brands in the United States is 70 to 120 dollars per piece. The average shirts exported by Chinese enterprises are only 0.3 to 0.4 dollars. Bo Xilai once said during the ninth 2005 Beijing Fortune Global Forum that China can only import 800 million airshirts to import an Airbus A380. The low price of "made in China" is not an isolated phenomenon of clothing products. China's exports of shoes, toys, tea, watches and clocks, furniture, household ceramics, household appliances, bicycles, stationery, sports goods and so on are among the best in the world. However, because of the lack of well-known brands, the prices of products are far lower than those of other countries. At present, China is the world's largest shoemaking country, and 68% of the world's finished shoes are produced in China. However, according to the global times, a pair of "made in China" women's leather shoes priced at 299 Swedish kronor (1 kronor or 1 yuan), the price of importers of leather shoes paid to Chinese manufacturers is only about 70 kroner, while the actual profit of Chinese manufacturers for each pair of shoes is only 5 or 6 yuan RMB. The price of Chinese brand shoes is far from that of international brand shoes. The cost of manufacturing double star shoes and Nike shoes is only a few cents, but the selling price between them is 5 times. China produces nearly 80% toys in the world. The price of a Bobbi doll in the US market is US $9.9, while Chinese enterprises producing Bobbi dolls can only get 35 cents in processing fees. Other toys such as Winnie the bear and Disney are basically the same. And when these "made in China" toys are labeled as "foreign goods", they sell back to the Chinese market, which is more than half of the market share of the domestic brand toys. The price of Bobbi doll is sold at least 100 yuan. In 2005, a manufacturer in Suzhou made 63% of the world's mouse. The export price of a mouse was 25 to 30 yuan, while the selling price of a foreign brand in the United States was about 28 dollars. China produces 80% of the world's watches, with an average export price of US $1.3, while the average export price of Swiss watches is as high as US $329. ... China is truly a big manufacturing country and a small brand country. In today's economic globalization, China plays the role of "world processing center" in the world economy and has become the engine of world economic growth. The output of nearly 200 kinds of products in China ranks first in the world. Cheap and well made "made in China" commodities are rife with shelves all over the world. Today, the United States has described American daily life: from morning to night, almost every detail of life and work is inseparable from "made in China". In the morning, the alarm clock that wakes Americans up is printed in 1/3 "made in China"; next, the plastic screens, weight scales, curlers and hair driers in the washroom are mostly from China; 17% of the clothes that go out to work are made in China; 27% of the mobile phones used on the roads are purchased from China; wooden books boxes and small stationery stationed on office tables are also from China. Before going to bed at night, about 50% of the lamps or chandeliers that Americans need to turn off are "made in China". Although the world is inseparable from "made in China", China's famous brands in the world are rare. According to statistics, 90% of China's export commodities are OEM products, with less than 10% of their own brands. The pain of brand loss causes Chinese enterprises to fall into the low-end part of production and processing in the global value chain, and painstakingly "to make a wedding dress for her" but can not catch the red carpet that attracts people's attention. Although China's trade volume has ranked third in the world, the exulting scale of export trade has been surprisingly low for China. Because "made in China" relies on two major factors, one is China's low labor cost, the two is the loss of valuable resources and energy. According to statistics, the energy consumed by our unit GDP is 6 times that of the United States and 11 times that of Japan. Therefore, when China's cheap commodities flooded the world markets, it not only triggered the trade friction between China and other countries, but also deeply hurt the sustained development of China's economy. At present, China's total economic output has jumped to the fourth place in the world, and the gap between the United States, Japan and Germany in the top three has been further narrowed. However, in the GDP of developed countries, the value created by the brand is more than 60%, and the proportion of the United States, which has many world-famous brands, is even higher. In China's GDP, the value created by the brand is less than 20%. The short board of the brand led to the fact that China did not get the overall competitiveness matched with the total economic output. The World Competitiveness Forum (WorldEconomicForum) released the 2007-2008 year global competitiveness report in October 31, 2007, showing that the United States is the most competitive economy in the world, and Ruisi and Nordic countries are still in the top position, while China ranks only thirty-fourth.