How to improve the technical brand advantage of China's manufacturing industry, shape the world brand, and promote China's turning from a manufacturing and trading country to a powerful country is an urgent problem to be solved.

Since the beginning of the new century, China's foreign trade has witnessed an unprecedented growth trend. After the total foreign trade volume of China broke through 1 trillion US dollars in 2004, only three years later, in 2007, the total scale of China's foreign trade broke through the 2 trillion US dollar mark, ranking third in the world, with an average annual growth rate of over 26%. China has become a real manufacturing and trading power, playing a decisive role in the global manufacturing industry and world trade.

Along with the continuous progress of economic globalization and liberalization, the international division of labor and the trend of industrial pfer are more obvious. China, with its huge market potential and significant low-cost advantages, has led to a large number of multinational investment enterprises entering the domestic market and prompting China to become the major manufacturing and processing base in the world.

From the overall scale of foreign trade, China has maintained a strong comparative advantage in some low tech labor-intensive products, but also has strong market competitiveness in the export of high-tech products with obvious characteristics of processing trade.

However, in the long run, the upgrading of manufacturing and trade competitiveness can not be maintained only by low-cost competitive advantages. The ultimate competitiveness of trade competitiveness depends on the continuous innovation of technology and the continuous improvement of product quality. From the low end level of international industrial chain division to the high end, the real competitiveness is not only reflected in the quantity of exports, but more importantly, it can rely on superior product quality and brand to gain more trade interests.

Despite the continuous expansion of the scale of China's manufacturing industry, China has become a world's leading producer and trading power. However, due to the lack of core technology and brand competitive factors, most manufacturing industries are still at the end of the international value chain, which is quite incommensurate with China's current economic aggregate, development speed and position in world trade. China's manufacturing industry is only an important "workshop" in the world manufacturing and production chain, and there is still a considerable distance from the real world factory.

How to improve the technological brand advantage of China's manufacturing industry, shape the world brand and promote China's pformation from a manufacturing and trading power to a powerful country is a pressing problem at present.

　　品牌缺失的代價(jià)：8億件襯衫換取一架A380客機(jī)

The consensus of the international business community is: "first-class enterprises sell products, second class enterprises sell technology, first-class enterprises sell brands".

Brand is the concentrated expression of a country's comprehensive national strength and economic strength, and a strong signal to show a country's strength and overall image.

The research of World Brand Lab found that the contribution rate of "national brand" to an enterprise or product's brand success reached 29.8%.

In the 2006 strong list of world brand 500, the United States accounted for 245 of the 500 world brands, accounting for 49% of the total.

France ranks second in the world with 46 brands. Japan ranks third in the world with 44 brands, while only 6 local brands are selected in the global manufacturing power.

According to the statistics of the United Nations Industrial programme, the number of world famous brands accounts for less than 3% of the world's brands, but has more than 40% of the world's market share. The sales of famous brand products account for more than 50% of the total sales of the world's products.

China's import and export enterprises have less than 20% of their own trademarks, and the proportion of their own brand exports accounts for less than 10% of the total export volume.

Take the textile industry as an example, China is a big exporter of textiles. However, 50% of garments are exported by means of processing, and more than 30% of them are supplied by trademarks and styles by importers, and processed by raw materials. The export of independent brands accounts for only about 10%.

From the sales scale of the brand, the scale of brand sales entering the world brand evaluation system averaged 2 billion 360 million US dollars, while the average sales scale of the 60 famous brands in China was only 300 million yuan, and the export volume of 60 famous brands accounted for only 6.75% of the total export volume of the country.

As the third largest trading country in the world, China has more than 200 kinds of products ranking first in the world. However, due to the lack of core competitive advantages such as technology and brand, products can not sell prices in the international market, many products must be produced by "OEM", and Chinese manufacturing industries with strong manufacturing capabilities do not have higher value-added and profitability.

If the production cost of a suit is RMB 500 yuan in China, and the sales of local brand in China, the selling price of the suit can reach 2000~3000 yuan. The price of the suit can be as high as 3000 dollars in developed countries if it is put on top of the world's brand. The difference is about 10 times.

Minister Bo Xilai has figuratively likened to the fact that China's export of 800 million shirts is the only way to buy a A380 aircraft, which is the gap between brands.

Moreover, the lack of brand has become the weakness and shackles of Chinese enterprises becoming bigger and stronger and heading for the international market. As China's products have won by a low price advantage, the performance of Chinese products in the international market over the years has led many Western consumers to form a fixed view: made in China = low price and low quality.

In the face of increasingly fierce competition from Latin America and its surrounding countries, the development space of China's manufacturing relying on low cost advantage is shrinking. If China's manufacturing industry still stays at the simple OEM production level and is satisfied with the meager processing profit, the position of Chinese manufacturing in the international division of labor will eventually become the bottom of the global industrial value chain.

How to cultivate our own brand as soon as possible, enhance the core competitiveness, and move from a trading power to a trade power is a pressing problem at present.

In February 2007, the Ministry of Commerce issued the "China brand development report (2006)". The report thinks that China is in the stage of brand promotion. However, the overall level of China's brand development is lagging behind the development level of China's economy and trade, which is obviously different from the developed countries. The main findings are as follows: the popularity of the brand is not high, the asset value of the brand needs to be improved, the internationalization process of the brand is slow, the independent innovation ability of the brand needs to be strengthened, the advanced brand concept is lacking, the long-term business strategy without brand, the operation of the brand assets is not mature enough, and the management experience of brand crisis is lacking.

At present, the main bottlenecks and obstacles restricting China's brand building are mainly manifested in the following aspects: first, there is no mature brand concept and lack of brand strategy; the cultivation of brand is still at the initial stage, and there is a big gap between the brand cultivation system of developed countries and the developed countries. Most domestic enterprises do not have a perfect brand cultivation system, and their brand awareness is weak. The lack of their own brands is characterized by the lack of strong brands in the domestic market and lack of well-known brands in the international market. We are manufacturing trade giants rather than trade giants, and China manufacturing is still the world's most important processing workshop, rather than the real factory of the world.

Secondly, brand building is too eager for quick success and instant benefit. Brand is a comprehensive response to many factors such as enterprise culture, technology, management and marketing. A strong brand represents the life of an enterprise. Forging a good brand is not an overnight event. It is a repeated process of consumers' understanding, use and reuse of their products.

However, because some local governments are eager to create brand advantages and pursue political achievements, and interfere with the production and brand building of enterprises with government intervention, many enterprises are eager to make progress in the process of brand building under the dual pressure of government intervention and market competition. They can not only truly establish excellent brands, but also cause many enterprises to "destroy" and "smash" cards.

Third, the evaluation system of brand is imperfect and unscientific.

Because the brand building and cultivation of Chinese enterprises are still at the initial stage, there is no authoritative and scientific brand evaluation system. There are too many brands of social intermediary organizations and organizations. The lack of science and authority leads to the loss of credibility of the corporate brand, which has a great negative impact on the brand building of enterprises.

Fourth, brand protection is weak and consumer brand awareness is weak.

Due to the lack of coordination among departments, the limited strength of brand protection, and the high cost of safeguarding enterprises' rights, have led to repeated prohibition of counterfeit brand products, and the difficulty of counterfeiting products has seriously hurt the enthusiasm of enterprises to establish famous brands.

On the other hand, although the trend of consumer brand consumption in China has become more and more obvious in recent years, the brand awareness of consumers is still generally low. Consumers have not yet formed a consumption standard and consumer cognition with national cultural characteristics, and national brand awareness is weak.

The phenomenon of advocating foreign famous brands and despising national brands still exists to a large extent.

　　民族品牌與自我創(chuàng)新

In view of the fact that the lack of independent brands is an important factor restricting China's pformation from a trading power to a trading power, to change the passive situation caused by the lack of brand in China's manufacturing industry, we must persist in improving our capability of independent innovation, create more powerful national brands, and gradually change from winning the price to developing the strategy of winning the brand and quality.

First of all, our country is a big trading country. If we want to form a number of powerful multinational enterprises and famous brands, we must carry out the path of brand internationalization. The advanced technology and management is the inevitable requirement of brand strategy. Our enterprises will have a certain amount of capital guarantee and strong human capital strength and a good foundation for scientific research and technology.

Secondly, although governments at all levels have done a lot of fruitful work in the cultivation, promotion and protection of their own brands, the linkage mechanism and operation mechanism of independent brand cultivation, evaluation and protection of the whole country need to be formed. The government also needs to formulate corresponding policies and measures, adopt practical methods and steps to guide, support and promote enterprises to create their own well-known brands, so as to create a good growth environment for the cultivation of excellent brands.

Specifically, governments at all levels need to do the following three aspects in the process of brand development: first, rectify the market order, establish and improve the legal system to protect intellectual property rights, and protect the legitimate rights and interests of enterprises and independent brand owners in accordance with the law.

Two, the government supports enterprises to create their own well-known brands through means of Finance and taxation.

The three is to build various platforms for the construction of independent well-known brands.

In December 2005, the Ministry of Commerce held an independent brand export conference, announced six measures to provide policy support for promoting the development of independent brands: first, set up a batch of typical brands; two, provide necessary policy support for brand enterprises, and the Ministry of Commerce and the Ministry of finance each year take out certain funds for enterprises to build their own brands, and give support to R & D and independent innovation.

The three is to help enterprises to carry out brand promotion; and the four is to promote the "going out" of famous brand enterprises.

The Ministry of Commerce will facilitate the establishment of R & D, production and after-sales service systems for famous brand enterprises in various aspects. The five is to carry out "brand 10000 miles" activities.

Through major media and related intermediary agencies, we will carry out a series of public opinion publicity and supervision nationwide to promote the construction of our own brand; six, we should increase the protection of intellectual property rights of our own brands.

On the other hand, as an enterprise to build its own brand in the fierce market, to win the brand and quality, and to make the enterprise stronger and bigger, we need to do the following several aspects: first, we need to establish the brand advantage, expand our own advantages, and enhance the international competitiveness of our products; two, we should take the market as the guide, enhance the brand awareness and enhance the market share; three, we must abide by our commitments, pay attention to reputation and establish a solid brand loyalty; four, we should grasp the brand positioning, pay attention to cultural packaging and enhance the charm of our products; five, we must strictly manage, standardize the operation and strengthen the protection of brands; six, we need to rely on the huge domestic market to breed more independent brands.