With the rise of labor cost, the original OEM production oriented by foreign trade export in our country is in a dilemma of supply exceeding demand. The goal of "made in China" is to enable local high-quality and high-standard independent brands to grow rapidly and enable consumers to enjoy world-class domestic products with high cost performance ratio.
Over the past 30 years of reform and opening up, China has gradually become the world's factory, especially in the fields of clothing, shoes and hats, luggage, digital, home appliances and other consumer goods, and has become the world's largest producer. At the same time, the OEM mode also supports most of the world's famous brands. However, China's consumer goods manufacturing industry is mainly engaged in manufacturing and assembly. Due to the lack of independent brands and well-known brands, the profit is low. More disadvantageous is that in recent years, with the rise of labor costs in China, international brands have transferred some orders to Southeast Asia and Africa, and China's original OEM production oriented by foreign trade exports is in a dilemma of supply exceeding demand.
In recent years, some domestic OEM enterprises have also tried to take the road of branding, but due to the limitations of the traditional mode, some of them are not successful. The advent of the Internet and e-commerce era has provided new opportunities for China's OEM factories. For example, in terms of brand building, the traditional approach requires large-scale advertising investment, and large enterprises can only see results after many years; However, in the Internet era, it is more dependent on the efficient interaction between enterprises and customers, "fans", customer participation, and word-of-mouth communication. The growth of Xiaomi mobile phone, split silk, Inman and other brands belongs to this category. In terms of channel establishment, the traditional approach is to establish distribution channels nationwide and globally through ordering meetings, press conferences and Distribution Agency models, which is time-consuming and laborious; Now, enterprises are more likely to establish channels covering hundreds of millions of consumers through e-commerce self-operation and network distribution. All this has opened up a new space for the transformation and upgrading of small and medium-sized enterprises and domestic OEM manufacturers. On Taobao platform, there are hundreds of "Taobao brands" transformed from OEM factories, such as Lin's wood industry, Inman women's clothing, aoduo lamps and lanterns, and Xiaoxiong electric appliances.
The goal of "made in China" is to enable local high-quality and high-standard independent brands to grow rapidly and enable consumers to enjoy world-class domestic products with high cost performance ratio. In 2015, Alibaba launched the "made in China" project to promote the rapid growth of independent brands in major domestic industrial belts with the help of Taobao platform. For example, in April 2015, "made in China" promoted Putian sports shoes in Fujian. During the four days of the activity, more than 10 million people paid attention to Putian shoes through Taobao and other channels, and nearly 300000 pairs of shoes were sold, driving the sales of Putian's independent brands to nearly 160 million yuan. For example, at the beginning of 2015, children's clothing manufacturing in Jimo, Shandong Province felt the cold of the market, and export orders fell. With the entry of Alibaba's "made in China" project into Jimo, more than 50 children's clothing enterprises settled in China made in China achieved a sales performance of 30 million yuan during the first activity alone, and each store had an average daily turnover of 10000 to 20000 yuan. In November 2015, children's wear entered the off-season, but enterprises in the "made in China" industrial belt are still busy.
In terms of quality, thanks to the first-class manufacturing level of China's OEM factories, the "made in China" project puts forward high standards. For example, the manufacturing standards of all Putian shoes participating in the "made in China" are far higher than the international standards. Compared with the national standard that the soles must be higher than 20000 times, Putian products can be bent 100000 times. At present, enterprises settled in key industrial belts, including Guangzhou luggage, Dongguan women's clothing, Chengdu men's and women's shoes, Nantong home textiles, Jimo children's clothing, Shantou toys, Shishi men's clothing, Shunde small household appliances, etc., have all carried out production according to strict quality inspection requirements.
In the past, China's OEM manufacturing industry brought low-cost and high-quality consumption experience to global consumers, and also provided a solid industrial foundation for China to promote supply side structural reform and consumption upgrading. Today, the rapid development of the Internet and e-commerce not only provides new space and new paths for the transformation and upgrading of the manufacturing industry, but also provides new possibilities for further optimizing the international division of labor system. Based on the "made in China" and the huge domestic consumption market, it is entirely possible to cultivate new domestic brands with independent intellectual property rights.