The independence of "industry" and "business" is becoming more and more specialized.

According to recent reports, a research report on China's well-known trademarks and famous brand products released by China Brand Research Institute shows that although Guangdong's footwear industry and other four industries play a pivotal role in the whole country, there are few "well-known trademarks in China".

      大體說，各省份“中國馳名商標”或“中國名牌產(chǎn)品”數(shù)量的多少，與當?shù)氐腉DP高低呈正比關(guān)系。廣東、山東、浙江、江蘇4個GDP大省，“中國馳名商標”和“中國名牌產(chǎn)品”的擁有量也在全國遙遙領(lǐng)先。

      據(jù)統(tǒng)計，“中國名牌產(chǎn)品”分布，廣東列第三的位置。尤其是廣東家電行業(yè)的中國馳名商標和中國名牌產(chǎn)品數(shù)量均居全國第一，表現(xiàn)出在該領(lǐng)域的絕對優(yōu)勢。2005年廣東省皮革、制鞋行業(yè)規(guī)模以上企業(yè)1374個，工業(yè)總產(chǎn)值679.20億美元，占全國同行業(yè)19.65%，出口創(chuàng)匯114.87億美元，占全國同行業(yè)35.12%。

According to the estimation of the whole society, there are more than 20000 enterprises and two million employees, and 4 billion pairs of shoes are produced each year (nearly three billion pairs of them are exported), accounting for nearly 50% of the country's total, and 700 million leather goods and bags, accounting for more than 60% of the country's total.

"Ten pairs in the world"

However, the research of China Brand Research Institute shows that in the four industries of furniture, toys, clothing and shoes, its output is very important in the whole country, but the famous brand is very few.

According to statistics, Guangdong leather, footwear, luggage, leather clothing and other industries have BELLE and Kaiser two Chinese famous brand products, three national inspection free products, 14 Guangdong famous brand products and 19 Guangdong famous trademarks.

      為何廣東鞋革行業(yè)會出現(xiàn)這種“制作大省品牌小省”的局面？

According to experts, Guangdong's furniture, toys, clothing, footwear and other industries "re production, light brand" performance is actually a microcosm of China's brand building.

At present, although China has nearly two hundred products ranked first in the world, it is an undisputed "big producer". However, due to the lack of core technology and brand support, many of the products made in China are at the lowest end of the industrial chain.

The author thinks that although this comment is correct, it is "aware of it but does not know why it is so".

      第一，廣東雖然年產(chǎn)40億雙鞋，但卻有近30億雙出口，臺資、港資企業(yè)大多屬于加工貿(mào)易，一般貿(mào)易不到出口量的半數(shù)。中國鞋在全球產(chǎn)業(yè)鏈的分工中目前只占有了制作環(huán)節(jié)的優(yōu)勢，因此出口加工與品牌基本無關(guān)。這部分產(chǎn)品不能作為評判對比的基數(shù)標準。

Last year, EU's Chinese shoes.

      第二，廣東內(nèi)銷企業(yè)中不是缺乏品牌，而是熱衷于代理洋品牌或者制作洋品牌。比如業(yè)內(nèi)都知道五大國際品牌金利來、花花公子、鱷魚、夢特嬌、皮爾卡丹，每年都有數(shù)億元的銷售額，在全國的各大商場的銷售榜單上通常都排在前列，但大家也知道這些品牌的營運總部大多設在廣州。其他如都彭、袋鼠、啄木鳥、老人頭、華倫天奴、圣大保羅等也大多產(chǎn)自廣東。這些“國外開花國內(nèi)香”的品牌如何能夠理直氣壯地爭創(chuàng)“中國名牌”或者“中國馳名商標”？業(yè)內(nèi)公認，廣州是國內(nèi)皮鞋的信息中心、開發(fā)中心，同時也是品牌中心，但這個品牌中心從國家層面上該如何認定值得商榷。

      第三，廣東內(nèi)銷其實在行業(yè)內(nèi)早已具有了相應的市場地位，比如，鶴山的高檔真皮男鞋、惠東的時尚女鞋、南海、龍崗的高檔真皮女鞋、東莞的外銷品牌鞋等。但這些行業(yè)地位不是屬于具體某個企業(yè)的而是屬于該地區(qū)的，生產(chǎn)企業(yè)大多扮演著接單貼牌的角色，只從事于生產(chǎn)環(huán)節(jié)，在流通和零售環(huán)節(jié)投入很少。

For example, many brands in Wenzhou and some brands in the clothing industry will take

Fourth, "

Therefore, in terms of business, the market brand is brand; in terms of industry, the industry brand is also a brand.

It is precisely because the shoe industry in Guangdong is too big and too deep for water to make the most complete and just comment on the current situation of "making big province and small brand".

Editor: vivi