China's choice under the global manufacturing Renaissance
under the background that China's economy has entered the new normal, made in China has begun to strive for transformation and upgrading. More and more Chinese manufacturing enterprises have targeted the global market if the sealing gasket is broken. With the proposal and implementation of the "the Belt and Road" strategy and the made in China 2025 strategy, Chinese manufacturing brands have ushered in the best opportunity to "go global"
pay close attention to improving the gold content of "made in China"
since the reform and opening up, China's manufacturing industry has achieved considerable development, and a large number of manufacturing enterprises have gradually grown and begun to participate in international competition. However, for a long time, the development mode of China's manufacturing industry has been labor-intensive and at the low end of the industrial chain. As a result, although China has become a veritable "world factory", there are few internationally known manufacturing brands. In contrast, in Europe and the United States, the brands of famous manufacturing enterprises are well-known all over the world. Even in Japan and South Korea, Sony, Samsung and other famous names in the international market
this difference in brand influence not only affects the global users' awareness of made in China, but also directly affects the interests of domestic manufacturing enterprises. The profit sharing ratio of Apple's iPhone is the best example: the United States, Japan and South Korea get 49.4%, 34% and 13% of the profits from the production and sales of an iPhone based on design and technology respectively, while the Chinese enterprises responsible for manufacturing can only get less than 4% of the profits from production
such examples are endless. Professor zhengyuhuang, doctoral supervisor of the Department of marketing, School of mechanical structure science, Tsinghua University, said that so far China does not have a world-class manufacturing brand, for three main reasons: first, the accumulation time is short, and China's economic development time is relatively short; Second, Chinese enterprises do not have enough understanding of the advanced marketing concept of "customer-centered", which includes the value, satisfaction and loyalty of products or services to customers; Third, there is a lack of competitive environment and weak government supervision. At present, the government does not provide a fair competition environment for enterprises, and the supervision of those low-quality enterprises is not enough
as for the current situation of Chinese manufacturing brands, Liu Chang, commercial counselor of the foreign trade department of the Ministry of Commerce, said that it is an indisputable fact that there is a gap between Chinese manufacturing brands and world brands. In order to make Chinese manufacturing brands truly "go global", Chinese manufacturing enterprises need to further enhance their brand value in the future
to enhance the value of made in China brands is fundamentally to enhance the gold content of made in China. In fact, this has become a consensus in all walks of life - from the proposal of the made in China 2025 strategy this year to the official release, it shows the determination of all walks of life to improve the gold content of made in China
the State Council issued made in China 2025 this year. This is the first ten-year action program for China to implement the manufacturing power strategy. Made in China 2025 puts forward the strategic goal of achieving a manufacturing power through "three steps", and also puts forward to vigorously promote the breakthrough development in key areas, focusing on the new generation of information technology industry, high-end CNC machine tools and robots, aerospace equipment, marine engineering equipment and high-tech ships, advanced rail transit equipment, energy-saving and new energy vehicles, electric power equipment, agricultural machinery equipment, new materials Ten key areas of biomedicine and high-performance medical devices
Feng Xiao, part-time researcher of the German Research Center of Tongji University and vice president of the Sino German Institute of engineering, said that the "made in China 2025" strategy will greatly promote the improvement of the gold content of made in China, which is the foundation for Chinese manufacturing enterprises and Chinese brands to participate in International competitiveness in the future. He believes that the "made in Germany", which is widely recognized in the world, has also experienced a process from small to large and from weak to strong. At present, made in China is entering the stage of continuous improvement of manufacturing quality. With the proposal of the made in China 2025 strategy, it is believed that made in China will also rapidly improve its quality and be favored by global users like made in Germany
industrial strategy escorts the upgrading of manufacturing industry
when interpreting the "made in China 2025" strategy, Miao Wei, Minister of industry and information technology, said that this means that by 2025, the level of China's manufacturing industry will be close to that of Germany and Japan when they realized industrialization, and China will basically realize industrialization and enter the second array of world manufacturing powers. Miao Wei said that when responding to the international financial crisis, countries all over the world have deeply realized through positive and negative experiences and lessons that they cannot give up their support for the development of the real economy at any time
internationally, countries all over the world have put forward strategies and plans to boost the development of manufacturing industry; Domestically, as China's economy enters the new normal, China's manufacturing industry is required to develop at the low end of the value chain for a long time and gradually move towards the middle and high end. The purpose of promoting the made in China 2025 strategy is to solve specific problems such as "how to lead and drive the whole new round of development", "what is the path of development", "in which areas to accelerate development to promote China's transformation from a manufacturing power to a manufacturing power"
it is worth noting that the "made in China 2025" strategy clearly requires to vigorously promote breakthroughs in key areas, focusing on the new generation of information technology industry, high-end CNC machine tools and robots, aerospace equipment, marine engineering equipment and high-tech ships, advanced rail transit equipment, energy-saving and new energy vehicles, power equipment, agricultural machinery equipment, new materials, biomedicine and high-performance medical devices. Industry experts from many industries such as information technology and robotics introduced that each of the above ten key development areas has more sub areas that need to be developed at present. Once a breakthrough is made, not only will the initial distance between fixtures corresponding to the marking distance in its own development water standard be rapidly increased within 80 115mm, but also the common development of relevant industries will be promoted. In addition, the above ten industrial chains are complete, and there are many upstream and downstream links. Once the core fields are developed, it will gradually promote the development of other industrial links. This means that in the future, a large number of internationally competitive manufacturing enterprises will emerge in the above ten fields. At that time, these enterprises and brands are expected to enter the international market with excellent product quality
in fact, the technology roadmap of "made in China 2025" key areas jointly launched by the Ministry of industry and information technology and other ministries and commissions has made plans to expand and become mandatory manufacturing enterprises and enhance the international competitiveness of manufacturing enterprises' brands. For example, in the field of new generation information technology industry and high-end CNC machine tools and robots, the roadmap points out that we should strive to cultivate internationally competitive domestic enterprises by 2025 and rank in the forefront of relevant international markets
"the the Belt and Road" will become an important driver
if the made in China 2025 strategy is an important measure to promote the gold content of made in China brands, then the "the Belt and Road" is an important driver to realize the "going out" of made in China brands
high speed rail has become the most eye-catching star of "going global" made in China. Not long ago, Premier Li Keqiang and leaders of 16 central and Eastern European countries boarded the high-speed train from Suzhou to Shanghai; When he held talks with Malaysian Prime Minister Najib on November 23, he vigorously promoted the "going out" of Chinese railways. Li Keqiang said that China's technology and cost advantages should be relatively connected with the requirements of Malaysia's infrastructure construction, and projects such as the construction of Malaysia Singapore high-speed railway and the construction of southern Malaysia railway should be actively discussed. The previously settled China Thailand, China India, China Laos and other railway projects also let the outside world see the competitiveness of made in China represented by high-speed rail
in addition to high-speed rail, consumer electronics manufacturers represented by intelligence also performed well. At present, domestic manufacturers such as Huawei, Xiaomi, Lenovo and Yijia have successively entered the international market and achieved good sales in India, Brazil and Southeast Asia. Take Xiaomi as an example. After entering the Indian market in 2014, its sales volume in the Indian market rose rapidly. By the second quarter of 2015, the sales volume of Xiaomi had tripled compared with the same period in 2014, accounting for about 4% of the Indian smart market
Lenovo's performance in the international market is also impressive. Lenovo's latest financial report shows that in the second quarter of 2015, the prospects were very decadent, and Lenovo's sales in emerging markets grew rapidly. Lenovo's total sales in markets outside China increased by 295% year-on-year, with 24.7 million units sold. At the same time, Lenovo's tablet computer business also performed well, achieving contrarian growth. Data showed that its tablet business achieved profits for four consecutive fiscal quarters, with a global market share of 6.3%, ranking third in the world. Lenovo's global market share of personal computers also continued to occupy the first place, and successfully broke through the 20% mark
with the deepening of the "the Belt and Road" strategy, more made in China and Chinese brands will complete the key transformation of "going global". Zhu sendi, vice president and special adviser of the China Machinery Industry Federation, believes that many countries along the "the Belt and Road" have not yet completed their infrastructure, providing great market opportunities for Chinese manufacturing enterprises. Chinese enterprises should seize the opportunity of the national implementation of the "the Belt and Road" strategy to promote more high-tech products with independent intellectual property rights to "go global"
the Chinese government has also seen the importance of the "the Belt and Road" for Chinese made brands to "go global". On May 16, the State Council officially issued the guiding opinions on promoting international production capacity and equipment manufacturing cooperation, which proposed to take iron and steel, nonferrous metals, building materials, railways, electric power, chemical industry, light textile, automobile, communications, construction machinery, aerospace, shipbuilding and ocean engineering as key industries, implement them by classification and promote them in an orderly manner. This means that the above industries are expected to become the pacesetters of Chinese made brands going global with the steady implementation of the "the Belt and Road" strategy
Wei Jianguo, vice president of the China Center for international economic exchanges and former Vice Minister of the Ministry of Commerce, believes that up to now, the "the Belt and Road" is the best historical opportunity for made in China and Chinese brands The birth and "going out" of a series of made in China such as refrigerators and computers is not only an indispensable symbol of the rise of a big country, but also a guarantee for the long-term prosperity of Chinese manufacturing enterprises
Wei Jianguo believes that many Chinese manufacturing enterprises have the strength to gain a firm foothold in the international market: in the field of large-scale machinery and equipment manufacturing, enterprises represented by XCMG and Sany Heavy Industry have acquired the world's advanced technological capabilities. The high-speed rail industry has become the gold lettered signboard of China's manufacturing industry with many world firsts; In the field of household appliances, there are enterprises represented by Haier and Changhong, which have entered the world's top 500 brands. In particular, Haier's washing machine used to be branded by others. Now it has its own suppliers in Italy, India, Malaysia and other places around the world. Others rely on Haier's brand to survive; In the field of consumer electronics, enterprises and brands represented by Huawei glory have gone overseas. In particular, Huawei glory sells well in high-end markets such as Europe. In some emerging fields, representative enterprises such as Dajiang UAV and Lansi technology have emerged in recent years. With the orderly promotion of the "the Belt and Road" strategy, the products and brands of these enterprises are also expected to benefit and eventually enter more countries and regions
Copyright © 2011 JIN SHI