The financial crisis that has ravaged the world since 2008 has caused Chinese exporters to suffer a lot, but at the same time, they have explored the way for future development, that is, enterprises must gradually develop to the high end of the value chain in order to have the strength to withstand the crisis.
At the 107th China Import and Export Fair (Canton Fair) held here, 23,359 Chinese companies who came to participate in the exhibition exhibited "housekeeping" technology and high-end products, and used practical actions to position China's manufacturing industry to the high end of the value chain. The direction.
In the refrigerator exhibition area of ​​Haier, a famous home appliance company in China, the Casa di refrigerator, which is being displayed, is refreshing with its stylish appearance and inner quality. The large-capacity, multi-door, drawer-type, intelligent and green low-carbon design conforms to the global high-end product development trend.
On the 16th, Haier and Spain's famous home appliance chain channel MIRO sold 13,000 refrigerators, and the average export price reached 332 US dollars, which was 276% higher than the average export price of China's refrigerator industry in 2009, creating the highest average export price of refrigerators in China.
Even in 2009, when the crisis seriously affected China's export industry, Haier achieved a 49% increase in sales in the European market.
“These are all benefited from the internationalization strategy started by Haier Refrigerator in the early 1990s. Haier has completed the strategic upgrade in 20 years, innovating high value-added products that can bring surprises to customers and achieve global leadership.†Haier Group In an exclusive interview with Xinhua News Agency, Zhang Qingfu, director of marketing for the Middle East and Africa, stressed that “the development of high-end value chain is Haier’s strategy and the right direction for China’s manufacturing industry.â€
Research shows that the industry chain profit presents a “V†shape curve. At the two ends of the curve, one is R&D and design, the other is sales and service, and the middle is processing and manufacturing.
Xie Zuyu, chairman of Boss Greater China, said that the profit margins of the two industries are between 20% and 25%, while the profit margin of the processing industry in the middle of the curve is only 5%. “Manufacturing is the most competitive industry in China. To gain competitive advantage and create new profit points, companies must focus on the entire value chain.â€
At this year's Canton Fair, trading groups from all over the country showed the trend of shifting to the high end of the value chain. “Innovating the ability to innovate, designing capabilities, building a self-owned brand, and actively responding to the needs of different customer groups are all concrete manifestations of 'pursuing the high-end of the value chain.'†Xie Zuyu said.
The Beijing delegation and the Fujian delegation actively supported the participation of enterprises and products of “Three Self-Three Highs†(independent intellectual property rights, independent brands, independent marketing, high-tech content, high added value, high efficiency); Zhejiang Trading Group, through various methods, Enhance corporate brand awareness, encourage enterprises with independent brands and independent innovation capabilities to rely on the Canton Fair to become bigger and stronger; Gansu Group from the west also greatly optimized the brand connotation and product structure of exhibitors. Nearly 70% of the 100 companies that participated in the Jinan Trading Group brought the newly developed products.
China’s Minister of Commerce Chen Deming pointed out not long ago that countries are accelerating the new industrial revolution, developing clean energy and low-carbon technologies, implementing Internet, IoT integration and cloud computing strategies. The world is at the forefront of a new round of technological revolution, the international community. The opportunities for cooperation and development should be shared.
The industry believes that this is an accurate grasp of the international industry situation by the government departments, indirectly pointing out the direction for the development of China's manufacturing industry, and will promote Chinese enterprises to more independently and consciously move closer to the high end of the value chain in the process of production and sales.
For Shenzhen Yanjialong Industrial Development Co., Ltd., a globally-recognized integrated building and home appliance “integrated†operator, even during the financial crisis, it maintained a growth rate of 20%. At present, Yanjialong has become a global provider of integrated building materials and home products and services, with products in more than 100 countries and regions around the world.
Hao Botao, the company's tile bathroom sales manager, said in an interview with the author that Yan Jialong's route to survival and development is not "low cost, low price", but core competitiveness and risk resistance. "The company attaches great importance to technology research and development. Business model innovation, which has greatly accelerated the global expansion of Yan Jialong."
In response to changes in the market, Haier proposed a transition from “informatization of enterprises†to “informatization enterprisesâ€; the former is mainly enterprise, and it is managed and transformed according to information technology; the latter is reengineering with market and customers as the center; The transformation from “manufacturing-oriented enterprises to service-oriented enterprises†realizes the sale of products through services, the sale of services through products, and the “win-win culture of people and oneness†to create valuable solutions for users.
"Only by adhering to its own brand, striving for independent innovation, focusing on corporate culture and respecting customer requirements, can we truly walk in the high end of the industrial chain and create first-class value." Zhang Qingfu said.
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