At the 2018 Paris International Exhibition of engineering machinery and technology, a Chinese brand team composed of more than 130 Chinese engineering machinery manufacturing enterprises and parts and components enterprises became an attractive focus of the exhibition. This is also the Chinese construction machinery brand after the Las Vegas engineering machinery exhibition in 2017, the second appearance of the group image of the international exhibition, further promote the Chinese engineering machinery brand to the world.
China Construction machinery brand publicity series is an important part of the implementation plan of the independent brand export growth action plan of the Ministry of Commerce of the state. It aims to strengthen the construction of foreign trade brands and expand the export of independent brand, especially to promote a group of high quality engineering machinery brands to the world.
According to Wang Guiqing, vice president of China Chamber of Commerce for import and export of mechanical and electrical products, China's export of construction machinery and equipment has been increasing continuously in recent years. In 2001, exports amounted to US $1 billion 560 million, and by 2017 this figure has increased to US $14 billion 600 million.
China's engineering machinery and equipment are favored by the world
After decades of development, China's engineering machinery has formed a complete industrial chain, and a number of outstanding enterprises with international influence and popularity have emerged.
Li Na, deputy director of the Ministry of Foreign Trade Department of the Ministry of Commerce, said that promoting China's independent engineering machinery brand to appear in the form of collectivization is an important part of the action plan of the trade power. It aims to strengthen the construction of foreign trade brands and expand the export of independent brand, especially to promote a group of high quality engineering machinery brands to the world.
Li Na said that the construction of foreign trade independent brands is a strategic measure to foster new advantages in foreign trade competition and an important content in promoting the construction of a strong trade nation. The Ministry of Commerce has actively implemented the action plan of the trade power, promoted the establishment of the customs statistics system for the brand export, built the high quality Chinese goods overseas brand, implemented the "wind" action against the counterfeit goods, supported the construction of the overseas marketing network, and encouraged the enterprises to "go out" to merge and acquire foreign brands.
In recent years, Chinese government vigorously promote the construction of independent brands of foreign trade continued to increase, the independent brand overseas publicity, as the "hub of industry The Belt and Road" initiative in infrastructure interoperability, engineering machinery industry is the government's strong support and actively encourage, accelerating the pace of "going out".
Wang Guiqing said that in the continuous growth of the market, China's machinery industry has achieved good results in terms of technological progress. At present, China has built the most complete production chain of construction machinery in the world, and all components can be produced in China. At the same time, China's construction machinery industry has very good openness and compatibility internationally. All the major engineering machinery manufacturers in the world have set up manufacturing bases in China through merger, joint venture and sole proprietorship, and many Chinese engineering machinery leading enterprises also have manufacturing bases in the world.
"In the construction machinery industry has emerged a number of internationally branded advantages." Wang Guiqing said that China's construction machinery enterprises have created many "world" in the field of engineering machinery, such as the world's highest cement pump truck, the largest crawler crane, and so on, and the production of concrete machinery, crane, excavator, loader, road roller and other products are ranked the first in the world.
According to the briefing, China's construction machinery and equipment have been favored by the global market and the export volume has continued to improve. In 2001, exports amounted to US $1 billion 560 million, and by 2017 this figure has increased to US $14 billion 600 million. The intensive construction of China's high speed rail, highway, bridge and other large-scale projects has also provided a huge market demand for engineering machinery, and promoted the development of domestic engineering machinery manufacturing industry. China has developed into the world's largest engineering machinery market.
All over the country attach great importance to brand cultivation
It is understood that at present, all parts of the country attach great importance to the innovation of independent brand cultivation, and carry out brand cultivation activities in depth, such as the three year project of "quality Zhejiang goods, marketing the world" in Zhejiang Province, the "independent brand +" innovation activities in Jiangsu Province, the promotion of the "Shandong brand global line" in Shandong Province, and the promotion of Guangdong. The exhibition industry of "one town, one exhibition" promotes brand mode.
At the same time, a number of demonstrative independent brand export enterprises have emerged in the country. Their export has completed a magnificent turn from the past OEM production to independent brand, the international influence continues to expand, the sales channels are widely expanded, and some excellent brands have become the whole ball benchmarks in the industry.
At present, most of the manufacturing enterprises have realized the transformation from OEM to ODM. All of them can complete the design, research and development of products independently and produce products with excellent quality. It has laid a more solid industrial base for the construction of our own independent brand, and created a favorable condition for the further transformation of the OBM.
"Since 2017, we have screened the manufacturing industry with the traditional advantages of engineering machinery and textile, and carried out the overseas promotion and promotion through professional overseas brand exhibition, and achieved very good results. Carefully selected enterprises that can represent the Chinese brand level to form the "China national team" group to fight, taking engineering machinery as an example, the collective exhibition of engineering machinery, such as Xugong Group, labor group, ZOOMLION, 31 group, not only highlights the determination of China's manufacturing industry to the high end and the confidence in the Chinese brand. The effect of body display is far more than the individual struggle of individual enterprises, "Li Na said in an interview with reporters.
High quality, high level of exhibition and display, carefully designed promotion activities, face-to-face communication between enterprises, the brand effect made in China is more intuitive and more vivid, changing the traditional concept of China made by foreign markets.
Li Na emphasized that brand building is an important starting point to realize the structural adjustment of China's foreign trade export and to realize the development of high quality economy. The next step is to fully understand the importance of cultivating the independent foreign trade brand for the steady growth of foreign trade, the adjustment of the structure, the consolidation of the status of a big trade country and the construction of a powerful trade power. At the same time, we will continue to strengthen the policy guidance to foreign trade enterprises, take the independent brand of foreign trade as the core element of the transformation and upgrading of the base, the construction of the trade platform and the construction of the international marketing network, and give full play to the role of the horizontal cooperation and the longitudinal linkage mechanism in the brand work, and promote the establishment of the institutional mechanism with the relevant departments. New, policy support and joint efforts to create a legal and international development environment for foreign trade independent brand building.
