The hottest made in China changed in the European

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"Made in China" has changed in the European debt crisis

in the block near Vittorio square in the center of Rome, Chinese trade shops are lined up under Chinese signs with red letters on a white background

Yiwu Qinghe Clothing Co., Ltd. (hereinafter referred to as Qinghe clothing), which has a production base in China, has also set up stores here. More than 100 square meters of stores display shirts, cotton t-shirts, ties and other goods. Shop assistant Jane comes from Wencheng County, Wenzhou City, and has been here for more than ten years. She said that this area is the largest first-hand clothing wholesale market in Italy

however, the impact of the European debt crisis has caused business in the store to plummet

the low-end made in China is difficult to match the price of vegetables

long Manqing, the executive agency of the European Chinese Union times, founded by overseas Chinese in Italy, told first finance and economics that Chinese in Italy are mainly Wenzhou people. In the early 1990s, the first batch of Wenzhou people who came to Italy settled near the railway station. They started from the catering industry and gradually expanded. Then they brought out the family, the whole village and even the county to start the clothing trade business

The period from 1993 to 1994 was the most prosperous period of clothing trade. One container was sold out in one day during the peak hours, and there were a lot of people ordering before the goods arrived. Fang Manqing said. But now, unlike in the past, the Italian economy is experiencing a cold winter in which the control of the experimental process is achieved through the automatic control of single-chip computers. The unemployment rate has risen to 10%, and small and medium-sized enterprises, which account for 80% of the total number of enterprises, have been seriously impacted. Some stores directly pull down the door and sell the store to you without even the transfer fee. You only need to pay the landlord the rent. Fang Manqing said

Jane frankly said that this part of the low-end business of Qinghe clothing was under threat under the ravages of the financial crisis. Business is getting worse year by year. Jane said that in the past year, she could sell more than 20 containers of goods. This year, it is estimated that she will sell 3-4 containers; Unsold tail goods will be disposed of at half price

in Rome, the price of a kilogram of cabbage is 1 euro (the same below), and a handful of asparagus is 3-5 euros; The wholesale price of cotton t-shirts in Jane's shop is 2-3 euros per piece, and each tie is about 1 euro wholesale, which is sold on the street for 2-5 euros; The monthly rent of the store is about 2800 euros, excluding taxes and utilities. Some people who have been engaged in foreign trade for more than 20 years can't support it and close the store. Jane said to me

domestic production costs are getting higher and higher, and foreign orders are losing. Jin Guowei, general manager of Qinghe clothing, decided to transform into a more high-end and stable customer, contact some large supermarkets in Europe through the window of Italy, or do OEM for well-known brands. At present, Qinghe clothing only retains a small part of the low-end wholesale business, and the stores in Rome are not the main sales channel. It will only be delivered and sold when the domestic factory is free. The inventory is also small, only a few cabinets

cheap can't go far, it's just a transitional period. Jin Guowei said that if we don't pay attention to quality at this time, it's only a matter of time to close the door

focus on the medium and high-end market

from the second half of the previous year, Jin Guowei chose to end his more than ten years of experience in the Middle East market and turn to the European market. He said that the Middle East market is indeed bad, but it is not unprofitable, mainly because there are no high requirements for brand and quality. Europe has higher requirements for product quality. Enterprises may not have high output at the beginning, but it is better for the long-term development of enterprises

quality is the most frequently mentioned word by Jin Guowei in the interview. In his view, product quality is not only related to the life of enterprises, but also related to whether enterprises can grasp the pricing power. Economic crisis is a great opportunity for enterprises to adjust strategies and improve quality

facts have proved that Jin Guowei's quality brand and medium and high-end strategy really worked. Since this year, the wholesale business of Roman stores has decreased, but the business volume of medium and high-end customers is increasing, and the export orders have been scheduled for the Spring Festival next year; The quality and price of domestic factories have also been improved. After some inventory treatment last year, many of the European customers we are now making can't keep up with each other, so we need to increase the supply of goods in large quantities this year

Jin Guowei also wants to be his own brand, but he is not in a hurry. He said that the idea at this stage is to improve the quality first, through cooperation with better customers, label more high-end customers, learn from the experience of foreign brands, accumulate market and funds, and then develop your own brand step by step. The ultimate goal of Jin Guowei is to make high-end customized shirts. By the end of September this year, he will open physical shirt stores in 300 colleges and universities across the country by joining in, and plans to open 1000 in three years

what can made in China learn from European manufacturing powers in the process of climbing to the high end of the industrial chain? Wei Tao, the marketing director of global marketing group, puts emphasis on the brand characteristics and group effects of products in the first place. For example, when it comes to precision manufacturing, he must first think of Germany; Speaking of high-end luxury goods, it may be Italy. Wei Tao said

in France, the wine industry, the second largest industry after aviation manufacturing, well explains the importance and maintenance of brand characteristics and group effects. The Rhone valley region, located between Lyon and Avignon, is the second largest wine producing region in France in terms of area and output. Its export market in China has developed rapidly since 2003, but its market share and reputation in China are not as good as those of Bordeaux

at a time when Rhone Valley wine is to be promoted in China, someone asked whether Rhone Valley is willing to customize special wine according to the tastes of Chinese consumers? The answer of the researcher of the Rhone Institute is No. the researcher said: the tradition has obvious characteristics. Bordeaux is Bordeaux, and the Rhone River is the Rhone River. Even if the machines and detection methods have become advanced, the tradition will not be discarded

Germany, the European economic center, has never been vague about R & D and innovation. For example, caoyi, senior manager of the public relations department of the Federal Foreign Trade and investment agency of Germany, said that in Germany, in order to study the sound of a car closing the door and the strength of the door closing, 200 to 300 tests can be done, and every detail will reflect innovative elements

crisis creates investment opportunities

forced by the financial crisis, Benedetti, an Italian women's clothing brand with a history of shirt making for more than 100 years, began to transform from 2010, ended the cooperative relationship with the original 350 customers, and changed its business model from wholesale to direct store operation. There are now 20 stores selling Benedetti brand near Rome

Gianni, the CEO of the company who once worked as an accountant, said that the move was to make the company have good cash flow and avoid the delay of payment when China's plastic extruder industry was moving towards a healthy and sustainable development. Of course, the cost of changing the sales model is that the company's turnover will drop from 6million euros in 2010 to 2million euros this year

Gianni showed a keen desire for investment from China. He said he was very willing to cooperate with Chinese investors, and even said he was willing to give up his controlling stake, as long as the business model was appropriate. Gianni water can't flow in one direction forever. It's time for China to invest in Europe

Gianni's idea coincides with that of Jin Guowei. Jin Guowei has been paying attention to enterprises that face great pressure to survive in the European debt crisis, have their own chain brands and have sales channels in Europe. If the price is appropriate, we will consider taking shares. We use their original sales channels to sell our products in their channels. After all, local enterprises are the ones who know the local market best. Jin Guowei said

now is a very difficult period for Italian enterprises, because there is no government support. David doninotti, general secretary of the Italian foreign trade association, said that in order to reduce national debt and cut public expenditure, the Italian government has affected some policies conducive to enterprises. For example, the staff of the Italian foreign trade association, where it is located, has been reduced from 1000 to 450; The government has also reorganized foreign trade offices and institutions abroad. Before the reform, there were 103 offices around the world, and now many have been closed; The foreign trade fund provided by the Italian Ministry of development is mainly used to provide financing for overseas marketing activities of enterprises assuming fast operation speed. In 2011, it was 70million euros, and in 2012, it may be only 4million euros, or even lower

Doninotti does not deny that it is difficult for Italy to attract foreign investment now because of serious bureaucracy, complex labor market and heavy taxation. But the Italian market is still very attractive. Its position in the Mediterranean is of great strategic significance. Many multinational enterprises have established bases in Italy to develop their businesses in Europe; At the same time, Italy has a very long tradition in design and has great advantages in the production of mechanical products, which is a positive side. Doninotti said

Italy welcomes investment from China very much. In fact, investment from China has begun, and Chinese enterprises have begun to merge and acquire enterprises in Italy. Doninotti said that not long ago, Shandong heavy industry obtained a 75% controlling stake in the whole group of the electronic tensile testing machine supporting safety tools of the global luxury yacht giant faradiji, Italy. Doninotti also mentioned that Prada is listed in Hong Kong. He believes that this is a very wise choice and should be a trend. Because of the economic crisis, it is very difficult to find financing in Italy. He said

Germany is also a popular investment destination for Chinese investors. Although Germany is also facing huge problems caused by the European debt crisis, investment inquiries from China have not decreased. Cao Yi said that education, research and innovation are the highlights of attracting investment in Germany. In order to meet the urgent capital needs of investors, the German government has also set up incentive projects in the form of cash subsidies to ensure the normal flow of funds at the most scarce stage of the investment process. Cao Yi said that FanMei packaging once enjoyed a 20% investment subsidy

according to the German Federal Foreign Trade and investment agency, China became the country with the largest number of investment projects in Germany in 2011. Baosteel, COSCO, China shipping, Huawei, Midea and other well-known Chinese enterprises have set up European headquarters in Germany

Chinese enterprises invest in Germany, one is to expand the sales market in Europe and increase domestic production capacity; In order to take advantage of the research and development advantages here and sell the secondary products in China, a game of chess was revitalized with the support of the parent company. Cao Yi said that Chinese enterprises are taking advantage of Germany's bridgehead role in Europe to open up the European market and then the world market. At the same time, they are also feeding the domestic market and preparing enough funds for going global

in fact, since this year, Chinese enterprises have made frequent moves in the world M & a market. Sany Heavy Industry acquired 90% equity of German Putzmeister company, a global concrete machinery giant known as the elephant, and Guangxi Liugong acquired the construction machinery business department of HSW, the largest Polish construction machinery enterprise in Eastern Europe. Made in China is taking advantage of the opportunity of European countries competing to attract foreign investment to integrate resources and achieve brand upgrading

Wei Tao believes that it is a very good idea for Chinese enterprises to buy brands in Europe, especially at this time, but we must understand what to do with buying this brand. Don't simply think of it as an acquisition, you should think of it as

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