1978~2008 is the 30th anniversary of China’s reform and opening up. 30 years ago, China opened its door to the world. After 30 years of rapid development, contemporary China is at a very important historical moment and is a leader in the world. Are you at the end of the industrial value chain just making a living, or are you committed to building your own innovation system? In the global division of labor, how did China evolve from "manual workers" to "mental workers"? How can Chinese companies fully participate in the "international game" and how can Chinese brands join the competitive landscape of economic globalization with new postures and new mechanisms? "Made in China" will answer your questions one by one: revealing the secrets of brand operation, exploring China's journey as a great power, uncovering the rules of wealth flow in the new economic era, interpreting China's national brand innovation strategy in the post-Olympic era, and The new thinking of "Intelligent Made in China" advocates the brand blue ocean strategy, brings new ideas to break through bottlenecks in China's economic development, and wins our dignity with business innovation and brand strategy!
"Intelligent Made in China" breaks through
The development of "Intelligent Made in China" is precisely to solve the difficulties and challenges faced by "Made in China"
In this year At the two sessions, CPPCC members from the scientific and technological circles had different voices on technological innovation. According to media reports, members from scientific research institutes said that there is no good way to transform scientific research results into products, and scientific researchers cannot increase their enthusiasm; members from enterprises said that although the central government has proposed to further highlight the main role of enterprises in technological innovation, in fact, Most of the scientific research funds in the world still go to scientific research institutes, and enterprises are strapped for funds to innovate. Although the angles are different and the situations are different, these issues are all related to the current reform of my country's science and technology system.
The "Government Work Report" proposes to deepen the reform of the science and technology system, promote the close integration of science and technology and economy, and strive to build a technological innovation system with enterprises as the main body, market as the guide, and the integration of industry, academia and research. Li Jiajun, a representative of the National People's Congress, said that only by creating a highland of talents and policies can we form a highland of scientific and technological innovation.
The weak independent innovation capability, especially in some technical fields, has been in a state of tracking and catching up for a long time, which has affected the sustainable development of my country's manufacturing industry. The third industrial revolution with the digitalization and intelligence of manufacturing as its core is coming. The connotation of advanced manufacturing technology innovation includes product innovation, manufacturing technology innovation, and industrial model innovation.
With the deepening of the reform of the science and technology system, the next 20 years will be a period of excellent development opportunities for my country's manufacturing industry to grow from large to strong, achieve leapfrog development, and enter the forefront of the world in innovation and comprehensive competitiveness.
“Made in China” encounters growing pains
The latest statistics from the Ministry of Commerce show that China has become the world’s largest exporter of goods for three consecutive years. Relevant data show that in 2010, my country's manufacturing GDP surpassed that of the United States for the first time, ranking first in the world; among the world's 500 major industrial products, 220 products have ranked first in the world in terms of output. After more than 60 years of struggle since the founding of the People's Republic of China, especially more than 30 years of reform and opening up, my country's manufacturing industry has achieved historic leap-forward development.
Although the scale of China’s trade in goods has expanded rapidly in the past 10 years, how many truly famous Chinese brands are there in some important fields? However, not long ago, Minister of Commerce Chen Deming wrote that the current average profit margin of Chinese export companies is only 1.77%.
China already has the world's largest automobile market, but in terms of profit per vehicle, if a German sells one BMW, the Chinese may have to sell more than 20 or even more Geely or Chery vehicles. A Hermès bag can easily cost hundreds of thousands of yuan. How many bags does China need to produce to be worth one Hermès bag? A pair of Nike shoes can sell for more than a thousand yuan, but how many pairs of shoes can China produce to be worth the profit of a pair of Nike shoes?
The iPad marked "Made in China" sells for US$499 each abroad, and the assembly fee only accounts for 3.4% of the selling price. For every iPad sold, 400,000 employees at Foxconn and Shenzhen factories Only got paid $9.
With the high-end reshoring and the low-end losing ground, my country’s manufacturing industry is facing a “front and rear pincer attack.”
Currently, China’s annual export volume of clothing [0.70% funding research report] has reached more than 40 billion pieces, shoe production has exceeded 10 billion pairs, and leather luggage exports account for more than a quarter of the total global supply. ...The export volume of each item is the largest in the world, but most of our companies are "making wedding dresses" for foreign brands.
Experts believe that the main reason for this predicament is that my country's technological innovation capabilities are still weak. A large number of manufacturing companies are generally still at the middle and low end of the international division of labor and industrial chains, and the products they produce have low added value. .
Take photovoltaic companies as an example. Not long ago, the European Union launched an anti-dumping investigation into my country's photovoltaic products, which will undoubtedly make things worse for photovoltaic companies in trouble. Like many photovoltaic companies, many Chinese manufacturing companies are currently experiencing "growing pains."
Trouble comes from many aspects. The main reason is that the "low-cost advantage" on which my country's manufacturing industry depends for its survival is disappearing. For a long time, my country's manufacturing industry has relied on low labor costs, low land costs, and cheap natural resources to obtain a large share of the global mid-to-low-end product market. As my country's economy continues to grow rapidly and the demand for various production factors continues to increase, the upward trend in raw material prices, labor prices, and resource product prices is irreversible.
In this regard, Miao Rong, deputy director of the Research Department of the China Enterprise Confederation, said that currently, the comprehensive costs of some manufacturing companies in my country have exceeded those of some emerging developing countries such as Vietnam and India. As the "low-cost advantage" of my country's manufacturing industry disappears, some foreign-funded enterprises are relocating to developing countries with lower costs.
Zhang Jingan, a member of the National Committee of the Chinese People's Political Consultative Conference and chairman of the China High-tech Zone Association, believes that if "Made in China" is lost, "Created in China" will be nothing but words on paper and a castle in the air. "Made in China" is the cornerstone of "Created in China".
"Intelligent Manufacturing in China" is highly anticipated
China is playing an increasingly important role and moving towards the center of the world economic stage. However, sustainable development still faces huge challenges. The economy Increase in size is not the ultimate goal we pursue.
“Our future development is not about speed, the key is how to be sustainable and healthy.” Yang Weimin, deputy director of the Central Financial and Economic Leadership Office, said.
The development of "Intelligent Made in China" is precisely to solve the difficulties and challenges faced by "Made in China", and to change the past at the expense of excessive consumption of resources and environment, reliance on low labor costs, lack of core technologies and The status of independent brands has injected new impetus into my country's economic development and shown the world a new image of "Intelligent Made in China".
“A good idea may change the whole world.” This is the famous saying of Mies, the third president of the German Bauhaus design school, the foundation of the world’s modern design; “Products should be able to ‘change the world’, Every aspect of product design and manufacturing should be pursued to be flawless. This is the philosophy of former Apple CEO Steve Jobs.
The Apple series is a classic product of "global OEM". The company is only responsible for design, technical monitoring and marketing, and all production and processing links are outsourced to downstream manufacturers around the world in the form of "commissioned production". "We use our brains and they sweat; we think and they work hard." Multinational companies known for their high-tech patents and creative capabilities have left cheap processing links and production bases to "working countries" like a burden.
About 90% of my country’s export commodities are OEM or OEM production, and the products have low added value. In the past, developed countries seized the high-end manufacturing industry, and later, emerging countries took over the transfer of mid- to low-end manufacturing industries.
On the one hand, some large Chinese companies have accelerated the pace of innovation. According to statistics, the top 500 Chinese companies *** invested 511.6 billion yuan in R&D funds in 2012, an increase of 16.5% over the previous year. On the other hand, for small and medium-sized enterprises, it is still difficult to accelerate independent innovation and take the road of branding.
Compared with developed countries in Europe and the United States, my country’s energy consumption per dollar of GDP is 4 to 10 times theirs; its resource performance ranks sixth from the bottom among 59 major countries in the world; According to World Bank estimates, 70% of pollutant emissions originate from the manufacturing industry, and environmental pollution brings a loss of GDP equivalent to 3.5% to 8% in my country.
“We must rely on technological innovation to solve the bottleneck problem of sustainable development of resources and environment from the source, get rid of the extensive growth mode, and carry out technological innovation and system optimization to make products more efficient in design, manufacturing, logistics, During the entire life cycle of use, recycling, dismantling and reuse, it has the smallest impact on the environment, the highest utilization rate of resources and energy, and the smallest harm to human health and society," said Zhu Sendi, a member of the National Informatization Expert Advisory Committee.
In the development process of "Intelligent Manufacturing in China", there are many models in various industries, and independent innovation in the manufacturing industry has also continued to achieve brilliant achievements. The sky, the ground, the sea, high-speed rail, power transmission, national defense, etc. all show that my country's manufacturing Industry’s huge innovation power.
For example, in many fields of numerical control and intelligent products, Chinese companies have begun to occupy an important position in the world's competitive landscape, such as Huawei and ZTE in the field of smartphones.
Another example is that despite the fact that the refrigerator industry has declined year after year and the compressor industry has declined as a whole, Zhejiang Jiasi Bella still handed over a beautiful report card belonging to "China Intelligent Manufacturing": from January to August this year In March, Gacibela sold 13.6 million units, a year-on-year increase of 15.7%, of which exports increased by nearly 40% year-on-year, and profits achieved double-digit growth... Such good market performance stems from the "multiplier effect" brought about by innovative research and development.
It is also worth mentioning that the development of my country's EMUs is the result of product innovation in the digitalization and intelligence of electric locomotives. At present, China has become one of the countries with the most developed high-speed locomotive technology in the world.
Mei Xinyu, a researcher at the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, said that the competitiveness of my country's manufacturing production and exports does not only lie in low cost, but also includes a complete industrial system, continuously improving infrastructure and relatively high macroeconomic stability, etc. But he also said that reducing reliance on "cost advantages" will be a long-term task facing our country. "Now we must seize the limited time to achieve industrial upgrading and break through the technical bottlenecks of products and production processes."
Promoting innovation through reform
Committee Gan Yong, Vice President of the Chinese Academy of Engineering It is pointed out that the current scientific and technological system in our country has hindered further innovation, resulting in the status quo of scattered, closed and inefficient scientific and technological resources.
Wan Gang, Minister of Science and Technology, said in an interview with reporters at the two sessions: There are five important tasks to deepen the reform of the science and technology system. The first is to establish a technological innovation system with enterprises as the main body. The second is to strengthen collaborative innovation. The third is to reform science and technology management.
The fourth is to cultivate innovative talents. The fifth is to create an innovative environment.
Wan Gang said that because the scientific results produced with the support of national funds are resources that we all enjoy, we will implement a scientific and technological reporting system and make every accepted project available for everyone to inquire. We are also promoting the full sharing of scientific instruments and equipment, making the scientific research equipment of our colleges, large institutes, and large enterprises open to the public, and providing technical services to small and medium-sized enterprises.
More than ten years of arduous exploration have made many Chinese companies better understand the difficulty of development and the significance of today's transformation - only innovation can lead to undefeation, and only transformation and upgrading can continue to develop.
“At present, more and more enterprises in our country are aware of the importance of promoting development through scientific and technological innovation. However, overall, investment is still insufficient, and a research and development mechanism with enterprises as the main body of innovation has not been truly formed. "Lu Zheng, a member of the Chinese Academy of Social Sciences, said that in order to comprehensively move towards "intelligent manufacturing in China", it is also necessary to lead "connotative" development with open innovation thinking.
Lu Zheng pointed out that the growth experience of world-class enterprises proves that it is difficult for an enterprise without core technology to achieve sustainable development. Only by occupying the commanding heights of industrial technology can we lead the technological progress of the industry and gain first-mover advantages in competition.
“At present, the state has introduced a variety of measures to support independent innovation of small and medium-sized enterprises and promote the transformation and upgrading of small and medium-sized enterprises. The key is that the majority of small and medium-sized enterprises should transform independent innovation into endogenous driving force, which is the key to transformation and development. "Zhang Liqun, a researcher at the Macroeconomics Department of the Development Research Center of the State Council, said.
Li Jiajun, a representative of the National People’s Congress, suggested that the advantages of enterprises and universities in different fields should be fully utilized to build a technological innovation system that combines industry, education and research. He suggested that the government should pay more attention to basic research and encourage colleges and universities to participate more in basic research on international frontiers and major issues related to national economic and social development. Those with applications and competitiveness in the market should be encouraged. Enterprises should do it, and at the same time, through certain policies and levers, the research of enterprises and universities can be better integrated. "This is the only way for us, this is true industry-university-research cooperation." Li Jiajun said.
Shi Mingde, member of the National Committee of the Chinese People's Political Consultative Conference and Chinese Ambassador to Germany, said: "I think we can learn from the path Germany has taken. The main way is to strengthen innovation, improve product quality, and continuously increase the added value of products. This It is also an important goal for my country to transform its economic development model and adjust its economic structure.”
Rong Jianxun, a member of the National Committee of the Chinese People’s Political Consultative Conference and secretary of the Binhai High-tech Zone Working Committee, believes that the government should build various platforms to leverage the innovation of enterprises. main role. He said that enterprises are the main body of innovation. If we want enterprises to be motivated to innovate, we must provide policy support. At the same time, we must also build a platform for entrepreneurs, scientists, experts and scholars from our colleges and universities, and those who are interested in Entrepreneurs need to make more contacts and communicate more; we also build a platform to allow these entrepreneurs and scientists to strengthen ties with banks and non-bank financial institutions, so as to combine industry, academia, research, enterprises, private funds, and scientific results.
Zhang Sai'e, a member of the National Committee of the Chinese People's Political Consultative Conference and director of Hong Kong Nanhua Group [0.00%] Co., Ltd., suggested that although the subjective direction and desire to upgrade China's manufacturing industry is correct, it should not involve too many administrative measures, otherwise it may The cornerstone that has influenced China's industrial development in the past few decades has affected the whole body. As China continues to develop its soft power, such as training high-tech talents, encouraging entrepreneurship and innovation, improving the legal system and other supporting facilities required for high-tech industries, the high-tech industry will naturally flourish.