Chinese Craftsmen Must Expand Their Own Brands Before They Can Continue Their Vitality.

More than 50 years ago, Zheng Xiukang, who was only 16 years old, began to learn how to make mechanical moulds.

By chance, the little craftsman learned to make shoes and develop step by step. In the 80s of last century, he founded his shoe factory in Wenzhou, Zhejiang, where the Chinese private economy originated.

Today, the "craftsman" is nearly 70 years old, and his shoe brand "Kangnai" is the benchmark for China's high-end leather shoes.

More than ten years ago, "Kangnai" came out of the country and made a debut in the Italy market.

Subsequently, a large number of franchised stores "flooded" all over the world.

However, a common problem is also puzzled him: "if Kangnai sells 500 yuan (RMB), Nike sells 520 yuan, consumers will definitely buy Nike shoes."

According to Chinese customs statistics, the import and export value of China's goods trade amounted to 5 trillion and 200 billion yuan in the first quarter of 2016, down 5.9% from the same period last year.

Rising costs, complex environment, declining international market...

Faced with severe forms, the craftsmen took measures to deal with them positively.

Taking Kangnai group as an example, in recent years, like China's industry, it has encountered the pressure of rising labor costs and raw material costs, with an average annual growth of around 10%.

Facing pressure,

The average price of leather shoes exported to foreign trade is $25 / double, avoiding low-end competition, ensuring reasonable profit margins and attraction to foreign trade market.

At the same time, we should speed up technological innovation, increase the added value of products, and implement measures such as machine substitution, energy conservation and consumption reduction, so as to improve our own internal strength.

Made in China has no trust in foreign trade.

"

"Zhang Wei, the brand successor, told reporters that the smart toilet lid with the same quality is currently priced at more than 1000 yuan, and some famous brands can sell to more than 3000 yuan.

"If our products can be sold for more than 3000 yuan, we will surely do better in quality."

Zhang Wei said frankly.

Zhang Wei's father is Zhang Zhouquan, a craftsman who has mechanical processing experience. Since 90s of last century, he began to do the bathroom industry and set up his own brand, "yes".

In 1997, their products began to move abroad.

"At the very beginning, with a calculator, bargaining with foreigners was a hard step to start."

Zhang Wei recalls.

Today, enterprise products have been sold to over 30 countries and regions.

In 2015, the export volume of the company was US $15 million 220 thousand, an increase of 17% over the previous year.

But there are still many "OEM".

In his view, in today's foreign trade situation, to continue its vitality, we need to protect quality and expand our own brand.

Sheng Wei International Holdings (China), which is engaged in high-end security and communications equipment, has been involved in database construction of Google, Facebook and LinkedIn.

Today, the share of the brand has been greatly improved. In the first quarter of this year, the order of the enterprise still maintained a good growth.

However, in recent years, these craftsmen engaged in foreign trade business have also fallen into a certain predicament.

"Don't forget your heart."

In this way, "Chinese enterprises must first improve their manufacturing capability and let them live longer" before they can go out.

He said that the current foreign trade situation, only to control the quality, in order to take the initiative to embrace the new normal.

"At present, the European market is not very optimistic," Zhang Wei said. It is his choice to develop new technologies to reduce costs.

He said that enterprises are also trying to launch some products in the bathroom industry connected with the Internet through "adding" with the Internet. "For example, the cooperation with hospitals, the introduction of health functions, or the increase of music and voice control can be added to the products."

It is the mentality of Chinese craftsmen to be long and not easy to "expand".

As Zheng Xiukang said, "it is the premise to go out to do a good job of a pair of shoes and articles and let the world know our manufacturing brand."