Service transformation and upgrading of enterprise brand could not be rushed

During the World Cup this year, Zhejiang Ninghai Xidian Ji Ying Plastic Products Factory produced "Wawazula" sold more than 1 million speakers, cost about 8 U.S. dollars, and its ex-factory price is only 0.3 U.S. dollars. I make a dime for each product, workers earn a dime. Yi-Chun Wu, general manager of frustration that I did for so long I am also doing we all make between 10 million yuan.

From toys to clothing, small household appliances to the iron and steel products, the output of many Chinese products have occupied half of global output, almost to the global output per hour can be worth 100 million U.S. dollars of "Made in China." But the "dazzling" and behind the numbers, it is to conceal the brand dilemma.

Profits in the international industrial chain V-shaped curve, the one is the R & D, the other end is a sales and service, a large number of Chinese products in the curve at the bottom of the processing and manufacturing. The industry profit in two about 20% to 25%, while the bottom of the processing and manufacturing industries only 5% profit margin.

China Textile Industry Association statistics show that from 2001 to 2009, the textile industry created a trade surplus of 1.144377 trillion U.S. dollars, accounting for 82.78 percent trade surplus, but exports of own brand products account for only 10% of all export products about. Ministry of Industry and Information Technology data, the current national exports, the export enterprises with independent brands in less than 20%.

 Chinese manufacturing enterprises in accordance with international standards and an endless stream of OEM products output, for mastering the core technology and marketing channels to provide low-cost production capacity of the international giant, is difficult to escape the fate of manufacture for others.

 It is understood that the industrial development of China's external dependence on core technology remains high, a lack of innovation. The key technology of many industrial products rely on the introduction, absorption and innovation is slow, not high-tech industrial products. Brand awareness of indifference, lack of brand development efforts, brand value is low, the market less competitive.

Li Yizhong, Minister of Industry and that a large number of OEM production and product quality level is not high as a constraint to China's industrial economy has been steady and rapid development of the outstanding problems facing China's independent brands severe test. "China's industrial products to services is the development of varieties, improve quality, create the brand and improve service."

 R & D lag, poor marketing channel is the bottleneck faced by independent brands. Independent innovation and brand is the core competitiveness of modern manufacturing industry, from China's industrial transformation and upgrading of view, its own brand of quality has been given more variety, service, social responsibility requirements.

The international financial crisis, when the old communications equipment business into a global decline in profits, losses, layoffs and even bankruptcy protection when the chairman Hou Weigui ZTE led by private enterprise, using the opportunities offered by competitive landscape, successful grab international communications 3G and 4G opportunities, advance the world's first square. ZTE products have entered the global top 100 of the 51 carriers, overseas revenue accounted for lowering their prices for the company's total revenue.

Therefore, the cultivation of the brand can not be profit-oriented, and can not be done overnight. Over time, I believe that as countries increase their own strength, there will be the rise of a number of independent brands, this is the inevitable result of the manufacturing industry accumulated over the years.