Following the successful success of the first campaign of the construction machinery brand of the 2017 Las Vegas construction machinery exhibition, the second of the "China Construction machinery brand publicity series" was held at the North Villepinte Exhibition Center in Paris, France in April 23, 2018. More than 130 enterprises and parts manufacturing enterprises, including Xugong, ZOOMLION and Sany, gather in France to further open the road of Chinese brand engineering machinery group 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.
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 strongly supported by the government and actively encourage, accelerating the pace of "going out".
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.
China's high speed railway is more than 30 thousand kilometers, highway mileage is more than 130 thousand kilometers and subway is more than 5000 kilometers. The length of bridge construction in China is the first in the world. China's nuclear power construction is the fastest in the world. These construction projects provide the biggest market demand for construction machinery and also promote the system of engineering machinery. The development of the industry. Thanks to the continuous and large-scale construction of domestic infrastructure, China has developed into the largest market for construction machinery in the world.
Wang Guiqing, vice president of the China machinery and electrical products import and Export Chamber of Commerce, said that while the market is growing, China's machinery industry has also made good achievements in technical 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 mergers, joint ventures and sole proprietorships, and many Chinese engineering machinery leading enterprises also have manufacturing bases in the world.
At the same time, a number of outstanding engineering machinery enterprises with a certain influence in the world are emerging, and have created many "world" in the field of engineering machinery, and the production of concrete machinery, crane, excavator, loader, roller and so on are ranked first in the world. China's construction machinery and equipment are favored by the global market, and exports continue 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.
Li Na, deputy director of the foreign trade department of the Ministry of Commerce, said that the construction of independent foreign trade brand is a strategic measure to cultivate new advantages of foreign trade competition, and is an important part of promoting the construction of a powerful trade power. In recent years, the Ministry of Commerce has actively implemented the action plan of independent brand export growth. For example, we have promoted the establishment of the customs statistics system for the brand export, the meticulous building of high quality Chinese goods overseas brand, the special brand booth of the Canton Fair, the implementation of the "breeze" action against the counterfeit goods, the support of the construction of the overseas marketing network, and the protection of the large complete set of equipment, and the encouragement of the enterprises to get out of the foreign countries. Brand, carry out brand work training, summarize and promote the good experience and practice of local and enterprise brand work.
At the same time, in the specific work, we should conscientiously guide the local, industrial organizations and enterprises to adapt to the situation, change their ideas, improve their understanding, and actively take the independent brand construction as a systematic project of big country and strong trade, and carry out brand cultivation in all directions and channels.
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 demonstration type of 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 global 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 the 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 display of the engineering machinery, such as Xugong Group, Liugong group, mountain push engineering, national machine heavy industry, ZOOMLION and 31 group, not only highlights the determination and determination of China's manufacturing industry to move towards the high end. The confidence of the Chinese brand, the collective display effect is far more than the individual individual fighting, "Li Na said, high quality, high level of exhibition and display, carefully designed promotion activities, unique brand press conference, face-to-face communication and communication between enterprises, the brand effect made by China is more intuitive and more fresh. Living has changed the traditional concept of foreign market making in China.
In 2018, the Ministry of Commerce continued to support the French construction machinery overseas brand exhibition, and the contractors carefully designed the group exhibition plan, which will focus on the independent brand with the real intellectual property rights, the independent development of the enterprise and the sale in the international market.
Li Na said that brand building is the important starting point to realize the structural readjustment 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 for 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 innovation of the institutional mechanism with the relevant departments. To form a policy supporting force to create a legal and internationalized development environment for foreign trade independent brand building.
