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Chinese Enterprises Compete To Develop Their Own Brands

2010/7/19 16:33:00 25

China's labor-intensive enterprises are heading for polarization.

As soon as the pole is about to end "workshop fabrication", one pole begins to undertake a large number of orders from domestic brands.

After 30 years of dressing up for foreign enterprises, a number of enterprises are beginning to move towards the two ends of the industrial chain. "Workshop", which is the lowest value-added manufacturing link, is being abandoned by these enterprises. The other part of the people who just walked into this industry are repeating the work of the previous generation - producing OEM for foreigners and opening the era of OEM for China's own brand.

"If domestic

brand

This situation will become common after maturity. "

Mei Xin Yu, a researcher at the Ministry of Commerce and international trade and economic cooperation, said.

Disappearing workshop

In Xu Yunxu's big office, pure white European leather sofa is very conspicuous.

On the wall behind the sofa hung pictures of Xu Yunxu in all kinds of costumes. Her job was "fashion production".

For a time, it is difficult to combine the bright woman with the chairman of tengxu group.

She is a little too young.

At the age of 17, Xu Yunxu began to learn how to make clothes, then to sell clothes, to take orders from home, to take orders from foreign trade directly, and then to create his own.

brand

Over the past decade, tengxu clothing has grown from a small workshop with only 8 people to an enterprise of 68 acres and more than 1200 employees.

Now it has been integrated with R & D, design and sales. It has produced 5 million garments and exported to more than 50 countries, such as the United States, Italy and France.

Xu Yunxu's goal is not to build factories, expand production lines, and recruit industrial workers.

On the contrary, she is trying to cut down the lowest profit "workshop", tilting to the two ends of the industrial chain.

Xu Yunxu's "smile plan" was brewing in the financial crisis.

She has done three things in her friends' eyes for "fool" talent: she will invest 150 million yuan.

Ouhai

The newly built 11 storey building in tengxu Industrial Park of the economic development zone is diverted to "public"; tens of millions of yuan are spent to build e-commerce platforms and supporting facilities; the rents of clothing enterprises are only 15 yuan per square meter per month, only 1/4 of the same office buildings.

In 2009, all the enterprises felt imminent, but for the 365 day of self-protection, for Xu Yunxu, there was only one key word -- Wenzhou clothing development building.

The 6 time to go out is to promote the development of the building platform; the 20 large-scale domestic and foreign trade docking conference will set up a trade platform for Wenzhou garment enterprises; and 50 or more seminars, please invite people from all walks of life to make suggestions for the development of the building.

In the year, "platform" became her mantra, all the excitement was concentrated in the gray building of Ouhai economic development zone.

Xu Yunxu said, "70% of the 3000 garment enterprises in Wenzhou are at the lowest end of the whole industrial chain.

Enterprises generally lack their own brands, especially unable to quickly connect the market and R & D.

This clothing building is to bring people together to form scale effects and production and marketing advantages, and develop to the two ends of the industrial chain.

"Only when we are together can we achieve economies of scale, which is difficult for tengxu clothes to accomplish."

She said.

After the crisis, China's traditional manufacturing industry is facing a new round of pressure, such as a series of problems such as rising costs, shortage of workers, appreciation of the renminbi, and instability in foreign markets.