The export of electronic appliance enterprises seeks transformation with "change"

The international market continues to be low, the cost advantage continues to weaken, and trade frictions and local protection are becoming more and more intense. How to develop and transform Chinese export enterprises and how Chinese suppliers should build core competitiveness have become urgent problems that Chinese electronic appliance enterprises have to answer.

There is no doubt that China's exports have ushered in a "post manufacturing era". The international market continues to be low, the cost advantage continues to weaken, and trade frictions and local protection are becoming more and more intense. How to develop and transform Chinese export enterprises and how Chinese suppliers should build core competitiveness have become urgent problems that Chinese electronic appliance enterprises have to answer.

In order to better understand the global market, explore foreign trade policies and guide industry transformation, China Chamber of Commerce for the import and export of mechanical and electrical products and jiefukai, a global market research authority, jointly held the 2013 China electronic appliance export Summit Forum in Yiwu. Elites in the electronics and home appliance industry gather together to seek the road of survival and development through interpretation and dialogue.

Transformation and innovation

Since China joined the WTO in 2001, China's electronic home appliance industry has seized the historical opportunity of global industrial transfer and undertaken the baton of the transfer of the world's electronic home appliance manufacturing industry.

Zhang Yujing, President of the chamber of Commerce of Electromechanical industry, pointed out: "China's electronic home appliance industry has formed complete industrial clusters in the Pearl River Delta, Yangtze River Delta and Bohai rim. China has also become the largest producer and exporter of major electronic home appliance products in the world. The industrial export volume accounts for nearly 40% of the total national foreign trade export, which is an important driving force driving the rapid growth of China's foreign trade export in the past 10 years."

But Zhang Yujing also pointed out: "despite the good development, there is still a lot of room for improvement in China's electronic home appliance industry in many aspects, such as the international influence of the brand, the mastery of core technology, the voice of the industrial chain and so on."

Under the background that the overall economic growth of the country and the growth of foreign trade exports are falling and slowing down, as an industry with the deepest degree of marketization, the deepest international division of labor and competition, how to improve its competitiveness and achieve transformation breakthrough?

For this problem, although each electronic appliance enterprise shows its own magic power, it is still implemented in the word "change" in the end.

According to Zhou Yunjie, vice chairman of the board of directors of Haier Group, transformation is nine words: Internet, cloud computing and big data“ Carry out the transformation of business model and make decisions centered on user experience. In addition, realize the connection from products to users, that is, build a smart family through the product platform, and become an industrial platform with the last kilometer of competitiveness through the marketing network, logistics network and service network. "

Zhou Yunjie believes that breaking up into parts and turning large enterprises into countless small and micro enterprises can better realize innovation and enterprise transformation.

Shi wanwen, vice president of TCL group, put forward the concept of "three forces model", that is, product and technical capability, industrial capability and international operation capability. Shi wanwen believes that enterprises should not only focus on products and technology, but also on sales, operation, supply chain and market“ Take color TV as an example. The screen accounts for 70% to 85% of the cost of the whole color TV. We must intervene in the upstream competition. "

Shi wanwen believes that in the construction of enterprises, the core is brand construction, which will be a long-term and sustained investment. He said, "when entering the international market, the acquisition of Alcatel's mobile phone is a fast way to enter the EU market. However, once the local channels and service network are built, the most important thing is to restart the construction of TCL's own brand. "

Similarly, Changhong, which achieved international transformation through branding strategy, first established brand bases in emerging countries such as the Middle East and Southeast Asia, and then went overseas step by step.