Chinese Brands That Are Coming To Us In The Face Of Trouble And Opportunity
The second China brand Festival, jointly sponsored by the brand China industry alliance, China Council for promoting trade and the all China Women's Federation, opened in October 1, 2008 at the Beijing Olympic Park National Stadium. As one of the important activities of the second China brand Festival, the 3 day red dragonfly Sixth China Summit Forum was held. The theme of the activity is "2008, igniting the fire of Chinese brands." Government officials, entrepreneurs, brand experts, brand managers, Olympic champions, Olympic partners, news media, consumers, provincial and municipal brand delegations, delegations of chambers of Commerce and so on, and more than 10000 people participated in this forum.
Mr. Lang Zhizheng, vice chairman of the State Council counselor and China Quality Association, attended the parallel forum "brand - made in China upgrading and pformation" held on the morning of the sixth brand China Summit Forum in the morning of October 3rd, focusing on the problems and opportunities of Chinese brands.
The full text of the speech is as follows:
I am very happy to come to the second brand Festival. I have no better preparation today. I would like to talk about puzzles, opportunities and brands.
First, I want to talk about the situation and problems.
As we all know, from the economic situation of the whole world, we can not get rid of the economic situation of the world. From the subprime crisis in the us to the Lehman brothers and the like, the impact on us is still relatively large, because our country depends on investment, consumption and international trade. Then the share of international trade is not small, so the situation in the world will have a great impact on us. What is the situation facing us Chinese enterprises? What is its trouble?
1、首先是我們講的原材料成本的上升，很多原材料也包括鋼鐵等等上升40%—50%，這是原材料上升給我們企業(yè)帶來的一些困擾。但是世界上原材料都在漲價(jià)，也不是我們一個(gè)國家的問題。
2、勞動(dòng)力成本的上升，《勞動(dòng)法》的實(shí)施對我們企業(yè)還是有很大影響的，等一下我會(huì)談到影響也是兩個(gè)方面。
3、物流成本，據(jù)我了解物流成本大概也上升了20%左右，對我們企業(yè)來講也是一個(gè)很大的負(fù)擔(dān)。
4、關(guān)于節(jié)能減排的問題，我們要建設(shè)和諧社會(huì)、節(jié)約型社會(huì)、環(huán)境友好型的社會(huì)，節(jié)能減排是我們的國策，節(jié)能減排能不能完成呢？在“十一五”規(guī)劃里面是20%和10%兩個(gè)主要的指標(biāo)，這要靠我們企業(yè)大家一起來做。因此對企業(yè)來講這方面也會(huì)增加一定的成本，當(dāng)然從長遠(yuǎn)來看對企業(yè)是有利的，至少在目前來看它是要花錢的。節(jié)能減排對我們企業(yè)成本的影響也是顯而易見的。國家制定了一些政策來支持企業(yè)來做節(jié)能減排的事情。
5、人民幣的升值。人民幣升值對我們出口企業(yè)的影響特別大，因?yàn)閺陌它c(diǎn)二幾到現(xiàn)在六點(diǎn)幾已經(jīng)升值了15%或者更多一點(diǎn)。
6、我們一些中小企業(yè)貸款難的問題。現(xiàn)在中央和國務(wù)院也在采取一定的措施來解決這個(gè)問題，是不是要把地下錢莊變成公開的，變成可以允許來做私人銀行呢？實(shí)際上在浙江一帶、廣東一帶，浙江地下錢莊還是非常多的。他們講笑話人家也沒有不講信用，他們是講信用的，因?yàn)樗麄兊募以谡憬阋贿€錢他們紅黑兩道都來，是這樣一種情況。
7、我們說關(guān)于退稅的政策，退稅政策對于一些資源型的企業(yè)影響比較大，國家對退稅政策做了幾次調(diào)整，對我們紡織、輕工也做了掉正，這樣對我們來講這些企業(yè)也面臨退稅的減少，對我們企業(yè)的影響也是比較大的。
8、市場需求，特別是對于出口的企業(yè)，市場需求由于世界經(jīng)濟(jì)形勢的問題，市場需求也受到很大的影響。我們可以看到前些日子我到浙江調(diào)研，由于這種情況的出現(xiàn)浙江省的書記和省長跟我們座談的時(shí)候，書記就談到20%到25%的企業(yè)已經(jīng)關(guān)門倒閉了。我們再看看東莞，我前些日子到深圳、東莞一帶去，很多的鋪面原來是前店后廠都已經(jīng)封閉了掉下了閘門。也就是說對我們經(jīng)濟(jì)的影響還是比較大的，但是我們也看到另外一種現(xiàn)象，比如說以廣東為例，對深圳的應(yīng)該就比較小，對東莞的影響比較大。為什么呢？深圳是以電子高科技等等軟件，它是搞這種的，而東莞基本上是以加工貿(mào)易為主，它就經(jīng)受不住這樣的考驗(yàn)。汪洋同志去了廣東以后提出來要把一些企業(yè)搬到中部、西部，但是也遇到了一些問題。搬到中部、西部的廠礦因?yàn)榕涮椎年P(guān)系，它不是集群的搬走，這樣沒有用配套很困難。
But we can see what kind of road we should take. This is also the case from Zhejiang. I said Zhejiang's three shoes, three steam, three shoes are red dragonflies, AOKANG and Kangnai are Wenzhou's three shoes. I asked them, including the chairman of the red dragonfly, Qian Jinbo, AOKANG's chairman of the board and so on. I have asked them, what's the impact on you? They say it has little impact on us. What is it? Because these enterprises in the original they are very good to workers, good social responsibility. The workers live in a very beautiful house and their wages are not low. There are places where there are Internet players, and there are basketball factories, so the workers feel good, which has little impact on them. The red dragonfly is also the same, the red dragonfly is famous for its culture, why is it called the red dragonfly? It was chairman Qian Jinbo who remembered the most when he was young. He followed his mother to catch the red dragonfly, so he named it to form a set of enterprise culture.
What are the three enterprises? The government, Delhi and the people are doing well. They have not been affected. What do I mean by that? No matter whether Shenzhen or any of these enterprises, why did they not collapse? Why did it not affect them? I want to relate to their products and their brands. Of course, these factories in Zhejiang are better than others. In the early days, some factories and small and medium-sized enterprises were processed. What should we do? I think we should have a good consideration. That is to say, some enterprises that are relatively advanced in scale, management, innovation, and market have so far been less affected, that is, they have their own brands and their well-known products, and they have their own direction of enterprise development. Four Second, opportunities and challenges.
For an enterprise, the first is its development strategy. If there is no correct development direction and development strategy, it will not be able to withstand the interference of various external environments. Now we are at such an opportunity and at such an opportunity that we have such an opportunity that we should consider the development strategy of our enterprises. We have to enhance our core competitiveness and have a lot of understanding of the core competitiveness of enterprises. Some people say that there is a leader like Haier Zhang Ruimin, which is the highest core competitiveness. Some people also say what is the core competitiveness?
就是管理水平這就是核心競爭力，我對核心競爭力的理解可以從三個(gè)方面來理解企業(yè)的核心競爭力。
1、技術(shù)的把握和創(chuàng)新的能力，所以對每一個(gè)企業(yè)來講這都是至關(guān)重要的。創(chuàng)新是我們國家的國策，對于一個(gè)企業(yè)來講你能不能不斷的創(chuàng)新，在技術(shù)產(chǎn)品上、管理上、體制上、制度上能不能創(chuàng)新，這可能是一個(gè)非常關(guān)鍵的問題。當(dāng)然自主創(chuàng)新是需要國家的支持的，比如說現(xiàn)在我們奧運(yùn)用的TD—SCDMA第三代通訊就是我們自己的東西。它也經(jīng)過了七八年的時(shí)間我們才獲得了奧運(yùn)的應(yīng)用，原來我給總理寫了一個(gè)東西，總理做了批示在青島、保定、廈門做了試點(diǎn)。后來擴(kuò)大到奧運(yùn)十個(gè)城市，包括北京、上海、廣州等等城市，現(xiàn)在大家用起來可能還覺得有很多的問題。但是大家知道歐洲在實(shí)行第三代通訊的時(shí)候，它的問題比咱們還多，因此我們要允許我們自主創(chuàng)新的產(chǎn)品，我們的品牌就像韓國一樣領(lǐng)導(dǎo)人都做自己韓國的生意一樣，我們要愛國，要支持它。
2、資源的策劃與運(yùn)用的能力。我說的資源不光是指物質(zhì)資源，首先是人。一般來講，我們講資源是六個(gè)方面，人力資源、社會(huì)、資金、技術(shù)、信息、公共關(guān)系，你怎么來策劃這些資源、怎么來運(yùn)用這些資源，這是每一個(gè)企業(yè)的管理者所面臨的問題，假如說這個(gè)做好就等于提高你的核心競爭力了。
3、市場的開發(fā)和拓展的能力。有前面兩個(gè)做基礎(chǔ)你要在市場開拓上下工夫，這就是我對核心競爭力的理解，這跟品牌是連在一起的。等會(huì)兒我會(huì)講到，品牌也是實(shí)際上核心競爭力的一個(gè)組成部分。大家說從勞動(dòng)密集型到智力密集型轉(zhuǎn)變，但是對中國大多數(shù)企業(yè)來講只有這個(gè)轉(zhuǎn)變不行，中國勞動(dòng)就業(yè)問題非常嚴(yán)重，勞動(dòng)密集型企業(yè)在中國還是一個(gè)非常重要的組成部分，我不贊成要從勞動(dòng)密集型蛻變?yōu)橹橇γ芗腿慷歼@么轉(zhuǎn)變，我覺得不能這么轉(zhuǎn)變，對中國來講勞動(dòng)密集型的企業(yè)可以通過自主創(chuàng)新、技術(shù)革命來解決一些問題。但是這個(gè)東西永遠(yuǎn)是存在的，我剛才講到像三鞋、三企他們也可以說是勞動(dòng)密集型的企業(yè)，但是都活得很好。
Labor intensive is also labor intensive for service industry. How important is the development of service industry to us? Many of our CEOs and enterprises are service industries. What is the situation of the service industry? In 2006, the service industry, the second production and the three production were the service industries. The proportion of the three production in GDP was not increased, but decreased by 0.5%. In 2007, it dropped by 0.3%. That is to say, the proportion of our service industry is getting smaller and smaller. So the state Council issued the decision on accelerating the development of the service industry last year. The development of the service industry is very important for us, and the service industry must also have its own core competitiveness and brand.
Third, upgrading and brand.
We become creative from a big manufacturing country.
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