"Made in China" Overseas Recognition Enhances China's Independent Brands


Although the Chinese economy has already reached the second place in the world, it lacks influential brands. The construction of Chinese brands should not be a simple enterprise competition, but rather a competition of the whole society. The growth environment of our national brands needs to be improved. It is gratifying that the Ministry of Commerce reported on the 24th of the overall situation of China's corporate foreign trade brand building. The Ministry of Commerce stated that the overseas recognition of “Made in China” brands and the proportion of independent brands’ exports have been greatly improved.

In the 21st century, there is nothing more striking than the rise of China. China’s influence on the world is becoming a reality, and it is no longer just as conceptual as it used to be. The most persuasive phenomenon here is "Made in China."

From the current point of view, Chinese manufacturing is widely welcomed around the world, mainly because it has the characteristics of inexpensive and very practical. However, in the entire manufacturing process, more than 50% of the manufactured goods, ie trading methods, are processing trade, and processing trade products are produced according to the requirements of foreign traders and international standards; from the point of view of exporters, they are over 58%. The products are exported by foreign-funded enterprises; from the perspective of the competitive environment at home and abroad, we have state-owned enterprises, private enterprises, and foreign-funded enterprises. It is these enterprises that have jointly created Chinese manufacturing. It can be seen that many factors in various countries of the world have participated in manufacturing in China. In this sense, "Made in China" can be regarded as "Made in the World."

However, in foreign countries, the word “Made in China” is often associated with low-end, low-quality, and low-cost. "Made in China" has made great contributions to the global economic prosperity, but China's goods have not been respected by each other, and "Chinese brands" have not obtained matching competitiveness.

The Ministry of Commerce stated on the 24th that in the past foreign trade companies had significantly improved the export of their own brands, and their own brands’ export capacity improved significantly. According to a sample survey conducted by the Ministry of Commerce in 2013, among the 630 surveyed companies, more than 70% of the self-owned brands were owned in 2012. The total export volume of independent foreign trade brands accounted for 39.7% of the total export value, and the average export profit margin of independent foreign trade brands reached 12.4. %.

In addition, China’s well-known foreign trade brands in the international market are also gradually increasing. The market consulting firm Millward Brown released the BrandZ Top 100 Most Valuable Global Brands list for the first time in 2006. The Chinese brand was only China Mobile; in the 2012 list, the number of Chinese brands rose to 13.

China's ongoing economic transformation - relying more on domestic demand, greener, smarter, more reliable quality, higher value, and more foreign investment - has provided a huge boost to the "made in China" to "Chinese brand". Opportunities and possibilities. The core of a brand is products and services. A strong brand always means a fuller, guaranteed commitment to customers. At the same time, the brand needs strategic guidance and professional technology, and it is continuously updated and kept pace with the times. The domestic brands are more likely to use price wars and promotions as a means of competition. The phenomenon of conflict between brand positioning and brand practice is very common.

Xiao Bian believes that on the one hand, we should actively promote and negotiate, clarify the world's misunderstanding of "Made in China," and win back fair and objective evaluation for us. On the other hand, we should also constantly improve our own competitiveness and improve the quality of our products. The way out for Chinese companies is the course they have gone through. It is to continue to improve their own competitiveness, continue to improve their product quality, and move steadily toward “creating in China.”

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