Zhejiang Sunshine Group Co., Ltd., which already owns the four national brand name laurels, is seeking to change its own brand sales share from the current 20%, after 60 years of expansion to 60%. Wu Feng, deputy general manager of Sunshine Group, said: Brand strategy is the new core strategy of the company.
World-renowned multinational corporations have entered China one after another, and many Chinese companies have been included in them to become their OEM production base. While celebrating the rise of domestic companies to the big names, we can't ignore the fact that these foreign big names are the commissioners who take 80%-90% of the profits of the products, while the domestic companies get 20% or even a meager profit. . Some people doubt that if this continues, will Chinese companies become dwarves who will never grow up in a multinational company? Will they become bridesmaids who will never take the red carpet on their bride's wedding dress? The delicious and long-term sourness in front of us. Is it indulging or retreat? However, the current situation of poor competitiveness of most domestic enterprises has made Chinese companies have to regard the OEM production as a rare development opportunity. Many companies believe that there are so many countries in the world that have the same level of economic development as China. It is also a gratifying thing for multinational corporations to be alone.
Dongguan, which once tasted the sweet fruit of the brand, is now in the midst of raising its own pain. Lack of independent technology, lack of high-level talents, lack of deep urban heritage, people began to doubt the development direction of Dongguan: simply engage in manufacturing, no industrial upgrading, no own big business, do not engage in their own research and development, relying on orders to survive, Once the world economy is in recession, the Dongguan economy will be hit hard. This is not unreasonable. In recent years, despite the rapid economic development of Dongguan, Dongguan has only a few listed companies such as Fudi Technology, Guangdong Hongyun and Shengyi Technology, and the listed resources are extremely scarce. As a famous brand enterprise of city business cards, it has greatly enhanced the popularity of the city. Dongguan is lacking such enterprises. The development of Dongguan is worrying.
Chinese companies have long produced heavy profits and light brand effects, which have seriously hindered the generation and cultivation of world-class brands. Now the hero behind the scenes is not good. Since there are often several OEMs for a product to choose from, there is a lot of room for customers to choose and bargain, and they can only continuously sell profits. The OEM bowl of rice is becoming more and more unpalatable, and it is destined to implement its own brand strategy from Taiwanese companies that are getting rich from OEMs. The president of Taiwan's Duba Electronics, Mo Autonomous, lamented that the OEM was a dream of Nanke.
Shi Zhenrong, a Taiwanese IT giant, said that Taiwanese manufacturers who have created Taiwanese IT industry myths by OEM production decided to throw this myth to the last century and start their own brand. According to the statistics of Dongguan Taiwanese Investment Enterprise Association, there are more than 90 Taiwan-listed companies set up in Dongguan, and one-third of them mainly manufacture OEM products. These factories have established their own brands, and some have more than one.
Xu Yuan, vice president of Wuxi Little Swan Group, said that OEM is a bridge. Through OEM business cooperation with the same stream, directly learn their successful experience in standard control, quality management, product design, market development, etc., and then create their own brand, which is a shortcut for Chinese companies to strengthen their body.
The OEM is a pot of soup, but we can't forget to eat meat because of the soup. The rise of a large number of national brands is the premise and inevitability of national prosperity.
Chinese companies, their own brands are true.
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