Dongguan Urgently Needs To Move From Its Brand To Its Own Brand.

Compared with the rising trend of traditional competitive industries such as Dongguan furniture, Dongguan garments and Dongguan textiles, P has hidden many export "hidden champions" Dongguan a href= "http://www.91se91.com/news/index_x.asp" > shoes bag < /a > industry. In the past two years, production value and profits have declined.

Dongguan shoe bag industry has been praised for its history of Wei Shui, because of its strong manufacturing capacity, has been the world's top luxury brand foundry's main production area.

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< p > recently, Professor Liu Jiyun, an industrial economics professor at Dongguan University of Technology, led her research group to investigate the luggage and footwear industry in Dongguan. The research results showed that, because of the fact that no manufacturing opportunities had been created and the cost of labor and raw materials increased, the profits of Dongguan enterprises for luxury subcontracting were gradually reduced.

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< p > in addition, the research group also found that some of the leading foundries in Dongguan used to take orders from the world's largest brands, but now they began to do some work for some brands in Fujian.

In the past, Dongguan has been at the forefront of the "a href=" http://www.91se91.com/news/index_s.asp "OEM" /a ". If the shoe packaging industry becomes a domestic brand's foundry base again, it will be a great pity for Dongguan's manufacturing industry.

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< p > how should the shoe packaging industry develop and how should the government support it? Since the reform and opening up, China's luggage industry has been developing rapidly, and production and export all rank first in the world. It has become the world's largest producer of luggage and bags, and owns tens of thousands of manufacturing enterprises for leather goods and bags. Nearly half of the world's annual demand for luggage and leather products comes from China.

Leather products in China, China leather goods in Guangdong, Dongguan centered Pearl River Delta leather goods manufacturing industry occupies a pivotal position in the whole country.

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< p > Dongguan's luggage industry started from the initial stage of the reform and opening up. The industrial pfer of Hong Kong and Taiwan industries was mainly due to the "three to one supplement" processing trade.

World famous luxury goods such as Hermes, LouisVuitton, Gucci, Prada, Burberry, Coach, CHANEL, Samsonite, world famous brands such as Adidas, Nike, GUESS bags, handbags and other products are all produced in Dongguan. Dongguan bags enterprises are known as "invisible champions".

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< p > bag and suitcase industry is an advantageous traditional industry in Dongguan.

According to a group of proud data, according to the statistics of Dongguan Municipal Bureau of statistics in 2012, Dongguan has 1478 organizations of processing and selling bags, including 51 of the above scale, accounting for 4.35% of the total number of Enterprises above Designated Size, and the total industrial output value of the above scale luggage enterprises is 6 billion 217 million yuan, accounting for 19.73% of Guangdong's 31 billion yuan, accounting for 5.32% of the national 114 billion 900 million yuan.

Although many "invisible champions" occupy the leading position in the world, their propaganda is very low-key, and enterprises basically do not want to see their names in newspapers.

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< p > "one is limited by confidentiality agreements with customers, sometimes famous, and all kinds of troubles will come, but on the contrary, it is not a good thing."

Liu Jiyun said that because of the lack of its own brand, as a substitute processing enterprise, the desire for corporate propaganda is relatively weak.

In addition, in order to control costs, pay attention to internal strength, coupled with low profile, pragmatic and so on, these "invisible champions" have always been mysterious to the outside world.

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< p > < strong > downward trend in the past two years < /strong > < /p >

< p > since the introduction of the first "three to one" enterprise in Dongguan in 1978 - Taiping handbag factory, the footwear industry in Dongguan has been on the rise. In the financial crisis of 2008, although the growth rate has slowed down, it is also growing steadily.

Since 2012, there has been a downward trend.

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< p > according to the statistics of Dongguan Bureau of statistics in 2012, the total output value of Dongguan's luggage industry is 6 billion 217 million yuan, the industrial added value is 1 billion 805 million yuan, and the operating income is 6 billion 335 million yuan.

In 2012, compared with 2011, Dongguan's a href= "http://www.91se91.com/news/index_c.asp" > the luggage Enterprises above Designated Size < /a > decreased by 19, and the number of employees decreased by 5 thousand and 500, 10.91%, and the total industrial output value, industrial added value and operating income decreased by 12.54%, 14.37% and 20.04% respectively.

Overall, the scale of the luggage industry has decreased.

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< p > 2012, the top ten enterprises in Dongguan above Designated Size luggage manufacturing enterprises are: Dongguan leather products factory limited, annex suitcase (Dongguan) Co., Ltd., Dongguan Dongguan Industrial Products Co., Ltd., Guangdong Wanlima investment industrial limited company, Dongguan Xing Hao handbags Co., Ltd., Dongguan city of the four bags, Dongguan Weishi Leather Co., Ltd., Dongguan zhe Rong luggage Co., Ltd., Dongguan City Yi Jie handbag Co., Ltd., Nan Hua outdoor products Co., Ltd.

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< p > in the 51 large scale above luggage enterprises, the highest per capita business enterprise is Guangdong Wanlima Investment Industrial Co., Ltd., which is 335 thousand and 300 yuan / person, the highest per capita industrial added value is Dongguan Yi Jie handbag Co., Ltd., 100 thousand and 800 yuan / person, the highest per capita profit enterprise is Dongguan Wei Chi handbag Co., Ltd., 27 thousand and 600 yuan / person, the highest per capita profit and tax enterprise is Dongguan Mei Hao Industrial Co., Ltd., 82 thousand and 800 yuan / person.

Liu Jiyun's team investigated the average index of the top ten enterprises in the above scale luggage enterprises in Dongguan. By comparison, the number of employees in the top ten enterprises in Dongguan increased by 20.35%, and the average added value increased slightly.

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< p > "but in general, the benefits are not optimistic."

Liu Jiyun said that compared with 2011, the total profits and profits and taxes of the top ten enterprises dropped by 40.04% and 28.24% respectively in 2012.

Per capita business income decreased from 199 thousand and 700 yuan / person to 152 thousand and 900 yuan / person.

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< p > < strong > alert Dongguan to become a domestic brand foundry base < /strong > /p >

P has always been the main processing trade mode in Dongguan. < a href= "http://www.91se91.com/news/index_c.asp" > OEM processing fee < /a > low.

From the bag industry chain, there are not many profits left in Dongguan.

Liu Jiyun said that in 2012, Dongguan's luggage industry realized a total profit of 39 million yuan, a total profit of 148 million yuan, and a profit margin of 2.33%.

"This data is lower than the 4.8% of the province's sales profit margin level."

Liu Jiyun said that because of the small profits, the tax revenue earned by the government was not high, and its contribution to GDP was small, and shoes belonged to everyday consumer goods. Even if there were more than 7000 volumes, it could not catch up with a big project, and it did not receive enough attention.

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< p > in addition, the price of luxury goods is high, but the quantity is small. With the increase of labor cost and raw material cost, the profit margins are getting smaller and smaller.

At the same time, Dongguan didn't realize its brand as soon as possible. Now, though many brands, its brand is not loud and its popularity is low.

"It can be said that no brand in Dongguan can be as loud as 361 or PEAK in Fujian."

Liu Jiyun said.

On the contrary, Fujian, which is similar to Dongguan's industrial type, used to be mainly foundry, but did not have its own brand. However, Fujian enterprises should be more active in developing the domestic market than Dongguan enterprises.

And the government departments of Fujian have also issued supportive policies to encourage enterprises to increase publicity.

For example, the Fujian government encourages its own brand to advertise at national level and provincial level TV stations, and gives a certain proportion of advertising subsidies.

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< p > through the joint efforts of the two enterprises and the government, Fujian has gradually formed a number of well-known brands in the country.

For example, 361, PEAK, seven wolves, Anta and so on.

Recently, Liu Jiyun's team found that a handful of top OEM enterprises in Dongguan have begun to work as a foundry for Fujian's well-known brands.

This phenomenon makes a href= "http://www.91se91.com/pioneer/" > Liu Jiyun < /a > much regret.

She said, "the manufacturing capacity of Dongguan is earlier than that of other people, and any factory in Dongguan can do better than Fujian. It's just about putting up a card. How can it be pformed and upgraded?" she said that Dongguan should be vigilant to become a domestic brand's foundry base.

This risk exists.

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< p > < strong > countermeasure: publicity self brand formation effect < /strong > < /p >

< p > "before, the enterprises in Dongguan were all in the form of order production. They were designed for your production, finished and then removed, and all the steps were carried out in the workshop."

Liu Jiyun said that the domestic market and the foreign market are totally different. The domestic market needs to investigate the demand, locate the group oriented, and consider how to publicize it.

Dongguan enterprises are not good at publicity. They are very confused about the domestic market.

For example, the carver brand of Huajian group, Liu Jiyun found that the quality of Carver brand is very good, but it is not propaganda.

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< p > Liu Jiyun said, Fujian's enterprises run to Dongguan to produce, indicating that the brand can grasp the initiative of the industry.

The foundation of Dongguan is very good and can not be laissez faire.

The way to sell domestically, what to do, how to publicize, how to demonstrate the effect, and how Dongguan should learn from Fujian, therefore, Dongguan's enterprises and governments should do something.

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< p > she thinks that upgrading the added value of products is a necessary way to break the situation in Dongguan's luggage enterprises.

In order to enhance the overall competitiveness of the luggage industry, the luggage industry in Dongguan must rely on technological innovation and brand innovation to explore the strategy of walking on both legs of processing trade and self created brand, relying on scientific and technological innovation instead of imitation and extensive operation, and relying on its own brand to enhance the added value of box products.

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< p > these need the government, science and technology departments, research institutes and luggage enterprises to closely link up and plan well, and promote all aspects of technology from investment in science and technology, < a href= "http://www.91se91.com/news/index_q.asp" > tax incentives < /a >, financial support, introduction of digestion and absorption, re innovation, talent team building, science and technology innovation base and platform construction, so as to make the luggage industry realize the fundamental pformation from "Dongguan manufacturing" to "Dongguan creation".

"Even the world's top luxury brands can do what else can't be done in Dongguan?" she said.

It is not easy for Dongguan to form these sparks. Shoes package is an indispensable part of fashion industry. The volume itself is not too big.

But until the shoe packaging industry truly serves the whole country, the industry will produce the same effect as any Dongguan City promo.

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