The current international financial crisis has spread from the virtual economy to the real economy. China's foreign trade exports have been greatly affected and impacted by foreign markets. Many enterprises have sharply shrunk orders, and production and operation are facing serious difficulties. How to become unfavorable is beneficial, protect the industrial base that has been continuously invested in the past years, and constantly open up new markets, and become the key to export-oriented enterprises to effectively solve the immediate crisis and to adjust the direction for the long-term development strategy in the future.
The relevant person in charge of the Ministry of Industry and Information Technology told Xinhua News Agency on the 7th that the real economy will remain a symbol of the country's prosperity in the future. Traditional industries such as food, clothing, housing and transportation will never have no market. Export enterprises should look for opportunities in the crisis and actively explore the domestic market. , create independent brands, promote industrial upgrading, and enhance their competitiveness.
From OEM production to creating a self-owned brand
Dongguan Haoheng Clothing has always been export-oriented, providing products for Paris clothing wholesalers. These products have been exported to fashion stores in 51 countries in Europe. However, orders from Paris have been reduced by two-thirds this year. Under the weight of the sharp decline in export performance, Haoheng decided to transform and open up the domestic market for its mid-to-high-end menswear brand. It is planned to reach 500 franchise stores by the end of 2009.
Jiang Jianye, a researcher at the Center for Urban Development and Environmental Studies of the Chinese Academy of Social Sciences, believes that companies such as Haoheng, which have long been engaged in OEM production for foreign brands, can technically produce garments that are comparable in quality to foreign famous brands. And its products are priced one-third cheaper than similar foreign products. “A series of policy measures for the country to expand domestic demand provide a good opportunity for export-oriented enterprises to switch to the domestic market. Instead of making a poor processing fee for the foreign brands, why not learn from the marketing methods of foreign brands, based on their national culture and consumption. Get used to forming your own unique genre, bigger and stronger your own brand?"
Brands, intellectual property rights, standards, technological innovation, and capital operations are the five major elements of modern business operations. Jiang Jianye believes that if domestic enterprises want to make their own brands go far, they must learn from the successful experience of foreign companies and escort the brand with the “three-dimensional business model†that closely binds the five elements.
“Looking at your own market†is especially important
When Chinese companies explore the international market, they often encounter some non-technical obstacles. Zheng Jianpei described it as "painful after hitting it, but you don’t know when it will hit anywhere, and you don’t know how to hit".
Jiang Jianye called it a "soft barrier": "No country does not protect its own market. Why in the process of internationalization, products from western developed countries can smoothly enter the Chinese market and expand rapidly, while domestic brands do not Going, after going out, the piles of problems are all in a variety of ways to improve the technical level by following the industry standards. These WTO hard indicators can not solve the small problem, even a button must be repeatedly picky? The reason is very simple, developed countries first to their own market After the layer 'protective film' is packaged, it is 'open to the outside world', and China has almost no legitimate threshold to protect its own market."
Experts from the Ministry of Industry and Information Technology suggest that China’s “optimistic of its own market†is particularly important in the context of the current domestic consumption is not prosperous and the country is investing heavily in expanding domestic demand to promote growth, because only in this way can the real industry be truly promoted and upgraded. In the end, the Chinese people will benefit.
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