The way of export - quality and brand

"Forum of Imported Volkswagen Phaeton "CEConline" was officially launched at Kempinski Hotel Shenzhen on August 3, 2010. This series of forums was held in Shenzhen, Guangzhou and Xiamen successively, attracting 600 people Elites from many import and export enterprises attended.

As of press time, three forums have been held. Overseas buyers, CEOs of Global Sources, and foreign trade entrepreneurs gathered together to have an in-depth discussion on the theme of "how export companies can improve quality and build brands", and jointly make suggestions for the development of small and medium-sized enterprises, manufacturing and export-oriented enterprises. Help more export enterprises seize new opportunities in economic development.

How Chinese enterprises transform from cost advantage to quality advantage, various views and ideas collide at the forum.

This article selects Global Sources' latest research report on export enterprises, buyer analysis and successful experience of excellent suppliers to share with readers.

Quality improvement determines future competitiveness

“Buyers like the low price and high cost-effectiveness of Chinese-made products, but they are concerned about the quality and reliability of Chinese products.”

COO of Global Sources and " Pei Kewei, publisher of CEConline magazine, shared his analysis of thousands of buyers on the forum.

Quality is the foundation of a brand, and a brand that sells all over the world is synonymous with high quality. "Apple is famous for its innovation. The Ipod, Iphone and Ipad series it launched have well grasped the needs of the younger generation, and led the new development trend of mobile phones with design innovation and product innovation.

The Chinese company has left this enterprise. There is still a gap, but our survey shows that people are very eager to build a brand," Pei Kewei said.

In July 2010, a survey conducted by Global Sources on more than 500 coastal export companies showed that 68% of the companies believed that establishing their own brands was very important to the overall Chinese manufacturing, and 50% of them believed that improving quality is the premise of brand building. . In the next year, 55% of companies will implement new strategies to enhance their brands, including product positioning, quality improvement and marketing.

As a buyer representative in emerging markets, Juan Carlos Carrillo, the business development manager of Intelbras, the largest manufacturer of telephones and switches in Brazil, has been in charge of purchasing in China for 8 years. To improve quality, he gave four suggestions:

It does not have to cost a lot to improve quality. Small improvements in management can reduce costs. Can greatly improve the quality of the product.

In the production field of some high-end products, the use of automated equipment to replace labor can improve efficiency on the one hand, and reduce scrap rates on the other hand.

Strengthen the quality management awareness of the enterprise, reduce the waste of raw materials, follow the Japanese practice of establishing a zero-waste rate, strengthen incoming inspection, production inspection and preliminary inspection, and establish a quality management system in the whole process of procurement and production.

Enterprises should increase investment in human capital, cultivate their own workforce, improve employee loyalty, and let them play a greater role in product quality improvement and brand operation.

Chinese companies must do their best to build their own brands overseas. Juan Carlos Carrillo suggested that small and medium-sized enterprises should establish their own brand image overseas. In the case of insufficient financial strength, they can try to use design to add added value to the brand. The core of a successful product design is to meet the needs of consumers, provide the functions they need, present a good interface, and enhance the user's product experience, not just a good product shell or ringtone.

For Chinese companies with strong capital to develop overseas markets, they can first make a reasonable assessment of the target market, and then decide whether to open overseas branches in the form of sole proprietorship or cooperation. The situation determines the size of the organization. The experience of China's three major brands in successfully developing the Brazilian market shows that only by making good use of local resources and establishing a localized management team can they achieve long-term development in the region.

How to build a new advantage made in China

With the rise of labor costs, raw materials and the appreciation of the RMB, the low cost advantage of Chinese manufacturing is unsustainable. How to build Chinese manufacturing, especially the new advantages of small and medium-sized enterprises, has become a hot topic among more than 200 enterprise elites at the scene.

Developing innovative new products has gained new profit margins. Zhao Suhua, general manager of Shenzhen Dayang Industrial Co., Ltd., reviewed their development experience. The products such as scooters, pet machines, and speed-reading machines developed by Dayang for European and American customers are all products that have set off huge waves in the European and American markets.

The creative point of its products comes from in-depth communication with European and American customers. Some customers put forward the demand for creating new products for Dayang based on the analysis of local consumption behavior; , observe some new needs, can quickly form ideas and form products. For export-oriented small and medium-sized enterprises, they must have independent design capabilities and transform from OEM to ODM in order to capture demand and produce high value-added products.

Establish a quality management system to enhance competitiveness. For European and American buyers to purchase high-quality electronic products, they have relatively large cost space for suppliers. Lin Weiping, general manager of Jianwei Technology Co., Ltd., introduced in an interview that the company has established a complete quality control system and is certified according to ISO9000. standard to operate. At the same time, the investment in personnel has been increased, and the number of quality system personnel has increased from more than 40 to more than 80.

Due to the continuous improvement of quality, during the financial crisis in 2009, many manufacturers lost orders, Jianwei Technology still maintained 95% of the order volume, attracting new European and American customers to purchase.

The brand concept leads the company to change. "Brands are the products and services that Wuchao refers to, and we use this as a belief to build our own brand." Hui Chuanshan, deputy general manager of Guangzhou Scud Digital Technology Co., Ltd. said, "The company focuses on three products, one is Taste, the second is quality, and the third is brand. With taste and quality, there is a brand. Under this brand concept, all the concepts of the company's employees are changing. From design to research and development to business, development and innovation come from customer needs. High-quality products The product also includes high-quality after-sales service, and the brand's premium price attracts high-quality customers."