The "Bread Defense War" Of Yong Enterprises

"We are a typical foreign trade processing enterprise. We only need to deliver the list on time.

As for how

In Ningbo, a foreign trade city, the story of "Ji Ying plastics" is not a case.

Recently, the reporter randomly surveyed 30 foreign trade enterprises, including the last year's top 100 export giants, giant hawks, and Noble, Dahua Electrical appliances and other export rookies.

The survey results show that only 10 of these export enterprises have overseas registered trademarks, and about 70% of export enterprises are mainly OEM.

In textile and clothing and other labor-intensive industries, OEM is more common.

In recent years, Ningbo Noble garment industry company has been making world famous brand "supporting role".

At present, the company has the world's most high-end clothing brands such as Armani, Zegna and Borini. Its casual shirts for Armani sell for $1200 in overseas markets, but the export price is less than $150.

"Dahua Electric", a long - term Electrolux OEM vacuum cleaner, has also encountered the same problem.

"In the past few years, we have developed a high-end vacuum cleaner independently. The retail price of this product is 4000 yuan in the international market, but the company sells only 400 yuan to the foreign cooperative customers."

Luo Jianyuan, general manager of Ningbo Dahua Electrical Appliance Co., Ltd., told reporters.

"We only eat bread crumbs".

According to the "6+1" theory of Professor Lang Xianping of Chinese University Hong Kong, the value of "1" produced by the processing enterprise is only 10%, and the value of six blocks, such as product design, raw material purchase, storage and pportation, order processing, wholesale operation and terminal retail, can be up to 90%.

"Among the more than 10 thousand foreign trade enterprises in Ningbo, many are in the" 1 "by Professor Lang Xianping, while the" 6 "of the high-end industrial chain, such as product design and terminal retail, are firmly controlled by foreign businessmen, and the enterprises get little cake.

Ding Haibin, deputy director of the Municipal Bureau of foreign trade and economic cooperation, sighed.

On the world cup in South Africa, the total export volume of China's "huahuazera" is as high as 20 million US dollars, but Ninghai Ji Ying plastic products factory and other enterprises are earning 5% of the profits because they are at the lowest end of the whole industrial chain.

Statistics show that from 2002 to 2010, the profit margin of the World Cup "made in China" dropped from 30% to about 5%.

"During the processing of the world cup sponsorship Shang Dynasty, we only had bread crumbs."

The person in charge of a foreign trade enterprise ridiculed.

The "bread defense war" of Yong Enterprises

How to get rid of the simple OEM and extend to the high profit industrial chain is an urgent problem in the pformation and upgrading of Ningbo's foreign trade.

Reporters found that in the process of cooperation with foreign customers, more and more foreign trade enterprises in our city began to wake up and started the battle of bread defense.

"If we had applied for a patent and a brand, the export price of the" tile Valley "could be maintained at least 3 yuan per yuan, and we could make 1 million yuan instead of 100 thousand yuan.

After the world cup, Wu Yijun set his sights on the emerging domestic fans market, and was busy launching new products and began to register his trademark.

Noble and Dahua Electrical appliances are eyeing the high profit of product design.

"The export price of our own sweater is nearly 10% higher than that of our domestic counterparts, and the orders from foreign customers are still in flux. Even big companies such as Mercedes Benz and BMW have given us the order of sweater clothing."

Zhu Xudong, assistant general manager of Noble clothing company, said that their sales of ODM (commissioned design and production) now account for more than 70% of the total export volume.

Dahua Electric appliance is also trying to pform to ODM, providing product appearance or specific requirements from foreign cooperative customers, and the structural design is completed by the design team of Dahua Electrical Appliance Company.

Extensive and powerful foreign trade enterprises have gone ahead, and have tried to establish independent marketing channels overseas, including the establishment of exclusive stores, rental of shopping malls, and the preparation of overseas wholesale centers.

"In the international industrial division of labor, Ningbo's foreign trade enterprises are adjusting their roles and changing them, rather than just being satisfied with the" breadcrumbs "which are far from the value of their labor.

A long-term international trade research expert thinks so.