"No brand is like no culture" Chinese manufacturers tell the truth!
September 26, in Zhejiang Bike Sporting Goods Co., Ltd. workshop, women workers are going to a shoe sole insoles in the same production line, while producing two kinds of shoes: one is the OEM of a well-known foreign brands Children's shoes, ex-factory price of 65 yuan per pair, posted a card to the mall to sell three or four hundred dollars; the other is the shoe own brand shoes, selling fifty or sixty yuan a pair.
In late September, the reporter with the Quality Assurance Administration "Quality Improvement Media Line" delegation in-depth Zhejiang multi-enterprise research. Along the way, "brand" word often sounded in the ears, intertwined is depressing, sad, proud, looking forward to all kinds of emotions, people deeply perceived the weight of these two words. In this survey, from fully automatic flexible production line to an array of product showrooms, from one millimichy Seiko secretarial workers to the quality of life as an entrepreneur, the reporter saw one by one in enhancing the quality of corporate Brand strength.
Brand value differences appear now.
"The cost of these two pairs of shoes is almost the final price is so much worse." Must grams chairman Yuan Wenxin lamented to reporters, "Our quality up, is the lack of brand, no brand is like no culture, too depressed!"
Yuan Wenxin first felt the brand added value in 2010. That year, will become the domestic footwear giant Belle International OEM manufacturer. Ex-factory price of 40 yuan shoes, posted the Belle International Trademark, you can sell in the mall 0.10 yuan 0.10 times the spread to Yuan Wenxin iron heart to do the brand.
Establish R & D team to meet the market demand, identify market research and development of new products; focus on building a variety of sub-brands for different market segments, strengthen the corporate culture and brand content mining; the introduction of the first fully automatic digital multi-station footwear flexibility Production lines, to strengthen staff skills training and quality awareness education. After a series of quality improvement measures were implemented, the market of BICK began to expand from the third and fourth tier cities to the first and second tier cities.
Shaping the brand is not an overnight success, only a little bit of effort to narrow the gap between brand value.
The road that g will walk is also the microcosm of many shoe enterprises in Wenling. As an important manufacturing base in Zhejiang Province, the footwear industry is one of Wenling's main industries. Over the past 30 years, it has formed obvious regional characteristics and a complete industrial cluster for production, supply and marketing. However, due to low barriers to entry in the industry, a considerable part of its production capacity is lagging behind and excess capacity is obviously insufficient in mid-to-high-end production capacity. In the elimination of backward production capacity of large operations, Wenling City, "low and small casual" footwear manufacturers as a key remediation object, has shut down more than 5,000 small workshops.
Quality improvement is imperative. In 2013, "national-level children's shoes product quality improvement demonstration project" settled in Wenling City North Street. The reporter learned from the project leading group office that they set up brand guidance stations in various streets and help them cultivate their brands. The north of the city is specifically set up a shoes brand base service center, gradient cultivation for different enterprises. Currently, the city has a total of China Footwear Famous 1, Zhejiang famous brand 9.
"Think about this 20 times the gap, a little sad"
. Ouhai District in Wenzhou, Zhejiang Mastery Optical Co., Ltd. OEM a variety of internationally renowned brand of eyewear September 27, the company chairman Zhou Aisong picked up a newly formed glasses told reporters: "The ex-factory price of the glasses two Three hundred yuan, the price of five or six thousand dollars, "the simple honest entrepreneur admits: 'Think about this 20 times the gap, a little sad.'
With more than 30 years of history of optical production, Ouhai is one of the five largest optical manufacturing bases in China with a total of more than 500 optical enterprises. It is a microcosm of a typical "one town and one industry" massive economy. Currently on the market of international top brand sunglasses, the top ten brands in the seven produced here.
"Can do OEM for international brands, the most important thing is the quality of this off." Zhou Aisong proud to introduce to reporters, a pair of glasses produced to be completed by welding, sandblasting, carving, grinding, assembly and other 200 processes, as long as the production of 0.1 mm error, it will affect the symmetry of the glasses and balance.
In fact, the high demand of international big names for product quality has also helped to promote the production and management ability of Ouhai Eyewear Enterprise. A group of enterprises like Tongda Optics and Octopus have passed the ISO9001 quality system certification, the EU CE certification, the US FDA certification and other authoritative certification, and self-built testing center to become a national high-tech enterprise.
However, the company is clearly not satisfied with making wedding gowns for others.
Zhou Aisong returned from studying abroad son, Tongda Optical General Manager Zhou Wen talked about how to create "a century-old" look of confidence: In addition to the introduction of its own brand, to overseas acquisition of the brand, will also force in the country to build chain stores "Now the glasses Industry 20 years ago, like the garment industry, sales channel layout is the key.
Local government and relevant departments are also behind the business model. Yu Wei, chief engineer of Wenzhou City Bureau of Quality and Technical Supervision told reporters that in the first half of this year, Ouhai was successfully listed in the demonstration area of quality improvement of national glasses promulgated by the General Administration of Quality Supervision, Inspection and Quarantine. It plans to train a batch of Driven leading enterprises, to create a number of influential eyewear brand, to create a "China's optical capital."
"The pots that you brought back from Germany are made of us."
"You back to Germany from the pot are made of our quality is not bad, the lack of brand, another two or three years back should be less!" In Zhejiang Aishida Electric Co., Ltd. showroom, Chen Helin, chairman of the introduction of one by one to reporters with their own production of various models, styles, functions of the pot, many of whom are keen on the "sea Amoy" brand, his share of proud pride "with precious" to describe more appropriate.
Aishida is one of the largest kitchenware production bases in China, providing OEMs with more than 300 foreign brands. This reporter learned that the German brand of its production of a baking tray, ex-factory price of 200 yuan, the market price is 10 times its own brand of similar brand ATS sold 500 yuan.
The era of consumer upgrades is coming, more and more people are willing to pay for higher quality products. "Why Germany cooker, rice cooker is more favored by consumers because of their manufacturing accuracy is very high, the gap is often reflected in the details." ChenHeLin analysis, although some domestic enterprises have a strong ability to imitate, but the product's life, stability Poor reliability a big part. Quality is the life of the enterprise. Have a craftsman spirit, attention to detail, excellence.
In the opinion of Lin Haijun, director of research and development of ASD, there are many factors affecting the quality of products, such as raw materials, technology, technology, equipment, etc. But all products are made by staffs. Only when people's subjective initiative and creativity are exerted can Fundamentally ensure the quality.
A & J Co., Ltd. was also a nameless manufacturer from the very beginning. Although there are many foreign merchants under the order, the quality of the products was very good although there was no own brand before, but the selling price was very low with little profit , To the foreign label affixed to others, the price of selling a few times over! So A & J company determined to create their own brand, so from the beginning of the production of hinges, and now under his name A & J brand, sales door stopper, door handles, Lu turntables and other hardware accessories, has become the industry leader in Jieyang, Guangdong.
Canbinet hinge--Affixed with foreign brands selling prices actually rose to 20 times the ex-factory price!
