Case 1: Research on the Development of Tangshan Ceramic Industry Cluster Based on Global Value Chain
1. Development Status of Tangshan Ceramic Industry Cluster
Tangshan is located in the center of Bohai Bay, bordering Bohai Sea in the south, Yanshan Mountain in the north, Qinhuangdao City in the east and Beijing and Tianjin in the west, with developed transportation and abundant domestic resources. These superior natural conditions have made the rapid development of Tangshan ceramic industry. Tangshan ceramics is an industrial cluster formed by traditional industries, and now it has gathered large ceramic enterprises such as Tangtao Group, Huida Ceramics Group, Longda, Haigray and so on.
The ceramic industry is one of the pillar industries in Tangshan, and a large part of the output value of the ceramic industry in Tangshan comes from earning foreign exchange through export. At present, the export ratio of large and medium-sized ceramic factories in Tangshan area can reach 7-8%, and that of small and medium-sized enterprises is close to 5%. Those with high brand awareness can achieve all exports. Tangshan ceramic industry gathered very early, but the industrial cluster has only developed in recent years, and there are still many problems in its development.
(1) Product design
There are many ceramic enterprises in Tangshan, but most of them are small and medium-sized ceramic enterprises with little capital. Due to the limitation of funds and energy, the investment in R&D and design is low, product design lacks characteristics and individuality, and product homogeneity and imitation are serious. The market share of products that only come from imitation is very low. There is a shortage of professional designers in Tangshan. In 24, BOCOG collected ceramics for Olympic souvenirs, but more than 2 ceramic manufacturers in Tangshan failed to produce a sample and lost the opportunity to share the Olympic economy.
(2) Production links
Most export enterprises of Tangshan ceramics carry out OEM production, and about 8% of the hundreds of millions of ceramic products exported by Tangshan are OEM production. The average exchange rate of single ceramic products in China hovered between .2-.25 dollars for many years, and Tangshan ceramic exports also maintained a meager profit for many years. Although OEM makes the export volume of Tangshan ceramic products increase rapidly, which promotes the short-term development of Tangshan ceramic industry to a certain extent, OEM essentially turns many ceramic factories in Tangshan into "processing factories" for OEMs. Enterprises only earn low processing fees, and high added value is taken away by OEMs, and the products produced by OEMs have seized a lot of market share in the international market.
(3) Marketing and distribution links
In terms of export marketing strategy, Tangshan Ceramics has expanded its brand's international influence through some large-scale exhibitions and even completed order transactions. Most enterprises in Tangshan will participate in the Canton Fair in November, the export fair in October and the Shanghai exhibition in May. The ceramic fairs held in Tangshan over the years have also attracted many domestic and foreign investors.
most domestic distribution methods are to set up their own dealerships all over the country, and large-scale ceramic enterprises will also set up marketing centers, experience stores, image stores and so on in big cities. For example, in 25, Huida Ceramics rebuilt its specialty stores with 2 million yuan, and all the stores below 1 square meters were cancelled, and a super-large store with 1, square meters was established in Zhengzhou.
(4) Support and service for end users.
Most ceramic enterprises in Tangshan do not have a perfect service system in China. In recent years, many well-known enterprises have constantly introduced new ideas and measures in brand service, all of which are the constant deduction of innovative services. Eagle brand ceramics pioneered the "home consultation service" system, transforming the traditional after-sales service into pre-sales service; Dongpeng Ceramics fully introduced TCS service system and took the lead in blowing the horn of service war in ceramic enterprises. If Tangshan Ceramics wants to occupy a place in the domestic market, it must upgrade its enterprise service system.
ii. research on the development of Tangshan ceramic industrial cluster based on the perspective of global value chain
(I) product design
based on the theory of global value chain, not all activities of the industry can create value. If we want to upgrade the industry in the global value chain, we must upgrade the value in the link of creating value. For ceramic products, excellent design means high added value.
for ceramic enterprises, design is an important way for enterprises to stay away from imitation, form differences, create and create brands, and design can create markets. Tangshan ceramic enterprises should pay attention to the introduction and training of high-end professional ceramic designers and pay attention to the international market demand.
If you want to occupy a larger market share in the international market, you can't win only by raw materials and manufacturing technology. Design has become the main factor to lead people to buy products and the main means to enhance the value of product design. For example, an eagle brand intelligent glaze sanitary ware costs 4 yuan because of its special style; An ordinary glazed Hecheng sanitary ware costs 674 yuan because of its arc shape, while an ultra-clean glazed sanitary ware of the same brand costs only 22 yuan. From this, it can be seen that the style design has largely led to the difference in price. Design is an important way for enterprises to create brands, and brands also play an important role in enhancing product value. For example, TO-TO, Kohler, Wrigley, American Standard, etc. as the representatives, the product prices of several major bathroom brands are often several times that of some unknown brands, and some models are even higher.
Take the toilet as an example. Some unknown products are only priced at several hundred yuan, while well-known brands and imported brands often cost thousands or even tens of thousands. Improving the production level and grade of ceramic products, developing artistic porcelain, researching new kinds of porcelain, taking the road of industrial ceramics and brand ceramics are the key to the development of Tangshan ceramics, and also the development direction of Tangshan ceramics in the future.
(2) Production links
Tangshan ceramics should continue to actively learn and introduce advanced foreign production technologies. The improvement of production technology and the introduction and use of advanced equipment improve the quality of products, which is helpful to the standardization production and quantity promotion of ceramic products. The improvement of productivity and technological progress provide technical support for the research and development and production of high-end products. Huida Ceramic Group was a small factory with only two smoke-pouring kilns in the mid-198s, and now it has become the largest ceramic manufacturer in Tangshan. After entering the 21st century, the enterprise invested more than 45 million yuan to transform the original coal-fired tunnel into a natural gas kiln with the largest cross-section in China, and built seven boutique factories, which enabled the enterprise to produce 8 million pieces of high and medium-grade ceramics, and successively won the titles of China famous trademark, China famous brand and national inspection-free product, becoming the first enterprise in the building sanitary ceramics industry to have these three honors at the same time.
(3) Marketing and distribution links
Tangshan ceramics industry needs to open up marketing channels extensively
The countryside is a vast market, and the policy of benefiting farmers has steadily improved the living standards of farmers, and low-end products are no longer the main consumer products. To explore this market, it is necessary to investigate the demand of rural ceramic products and make specific marketing plans; Enterprises need to train sales staff to cultivate their professional ethics and team spirit; Professional designers should be assigned in the sales department to give professional sales advice to customers.
it is necessary to strengthen the promotion and use of online marketing. The development of Internet provides a broad trading platform for enterprises. Although some large enterprises in Tangshan have their own websites, the quality of the websites is not good, and the information such as product illustrations and prices is too rough.
(4) Support and service for end users
Support and service for end users are very important: it is the last line of defense to protect consumers' rights and interests, and it is also an effective measure to maintain customer satisfaction and loyalty; From these services, enterprises can get information about the change of customers' needs and the improvement of products, which is helpful to the improvement of product design and the increase of sales volume.
Support and service for end users is to deal with the opinions and suggestions of products, which plays an important supporting role in other value-creating links. The more perfect the service system and the higher the service level of an enterprise, the better the customer will reflect the situation. Nowadays, it is a network era, and people's impressions of various products and services can be reflected on the Internet. Good products and services naturally make customers happy physically and mentally, which invisibly improves the popularity of products and expands the broader market.
third, judging from the hierarchy of each value link in the global value chain, there is only one choice for the development strategy of any local industrial cluster, that is, it is constantly climbing towards the high value-added link in the global value chain. The Tangshan municipal government should strengthen the guidance, planning and support for its development, analyze Tangshan ceramic industrial cluster by using the theory of global value chain, find the key to enhance the competitiveness of Tangshan ceramic industry, and guide the healthy, stable and sustainable development of Tangshan ceramic industrial cluster.
case 2: the transformation and upgrading of Wenzhou's footwear industry based on global value chain
I. Overview of international footwear industry
The global footwear production countries are concentrated in some countries and regions in East Asia, Europe and South America, and now there are 3,-4, various footwear enterprises, with nearly 1 million employees in the footwear industry, shoe materials, shoe machines and other related industries. The annual output of shoes in Asia is about 12 billion pairs, accounting for the world. At present, only Chinese mainland and Viet Nam maintain positive growth in global footwear exports, while other regions are facing recession. Among them, the output of shoes exported by Chinese mainland accounts for about 53% of the total global exports.
The main consumption markets of global footwear products are concentrated in two areas: one is economically developed countries and regions, such as the United States, the European Union, Japan, Canada, etc. The other is countries and regions with large populations, such as China, India, Brazil and Indonesia. According to SATRA (British Footwear Association), the world footwear consumption will reach 15.8 billion pairs in 21. It is estimated that the total consumption of sports and leisure shoes in the world will reach 2.4 billion pairs in 21, and the market retail sales will exceed 1 billion dollars. According to the development trend of the international market, with the general increase of raw material prices in the world, it is estimated that the retail price of rubber overshoes and footwear in the world will rise by 21.
The basic pattern of the global footwear industry is as follows: Europe (Italy, Germany, France, etc.) is the leader in the research and development, manufacturing and trend of the world's high-end leather shoes, monopolizing many internationally renowned brands, and its products have high added value, ranking at the high end of the global value chain; Asia (especially China) is still the processing and manufacturing base of the world's footwear industry, lacking independent brands, and many enterprises do OEM production, with low added value of products, which is at the low end of the global value chain.
According to the survey, there are more than 4,5 shoe-making enterprises in Wenzhou, and there are more than 2,5 shoe-making machines, shoe materials, leather, synthetic leather, leather chemicals and other enterprises, with nearly 4, employees and an annual output of more than 1 billion pairs, accounting for about 25% of the country and 1/8 of the world. From 25 to 27, the total output value, export value and export volume of Wenzhou's footwear industry maintained rapid growth (Figure 1 and Figure 2). Due to the impact of the international financial crisis, the export of Wenzhou's footwear products was affected to some extent in 28, but the production and operation of footwear enterprises mainly engaged in domestic sales were in good condition. At present, Wenzhou's footwear industry has formed a unique development pattern, with domestic sales-oriented enterprises represented by Kangnai, Aokang, Qidu Bird, Mulinsen and Red Dragonfly, and export-oriented enterprises represented by Dongyi, Dibang and Di Chin. Men's shoes represented by Kangnai, Aokang, Red Dragonfly and Dongyi, and women's shoes represented by Aimeigao, Huafeng and Aokang; Saina Group in Ryan and Hansen in Wenzhou are the representatives of foreign trade labor insurance shoes. However, on the whole, Wenzhou's footwear industry lacks internationally renowned brands, and most enterprises mainly focus on OEM, taking a lower price route in the international market and being in a low value-added link in the global value chain.
Second, there are three major problems in Wenzhou's footwear industry
Wenzhou's footwear industry has encountered many problems in its rapid development, such as high land cost, rising raw material prices, shortage of talents, environmental pollution and frequent trade frictions. This paper mainly discusses the problems existing in brand, R&D and marketing of Wenzhou footwear industry based on global value chain.
1. Independent brands are relatively lacking. Brand is the concentrated expression of enterprise and product value, and it is also an important source for enterprises to improve market share and added value of products. Although Wenzhou has a number of well-known domestic brands, such as Kangnai, Aokang and Red Dragonfly, it still lacks international brands. In the international market, most of the exported shoes are OEM, and most of the value-added parts in the value chain are obtained by global buyers. Most of the footwear products marketed in Wenzhou are also oriented to the low-end market, and compared with Italian and American brands, the profit difference is ten times to dozens of times.
2. Insufficient R&D and design capabilities. In terms of R&D and design, there are two main problems in Wenzhou shoemaking industry. On the one hand, there is a relative shortage of talents, especially the design, research and development talents and management talents of shoemaking. The main reasons are as follows: first, the system of small and medium-sized shoemaking enterprises in Wenzhou is not perfect, and the training of talents is not systematic and standardized; Second, Wenzhou's urban living environment is poor, housing prices are extremely high, and the high comprehensive living cost leads most professionals to flow to Ningbo, Hangzhou, Shanghai and other places; Third, there is a serious phenomenon of "poaching" in the industry, and the construction of talent team is unstable, especially the flow of designers is very frequent. On the other hand, there is a lack of independent innovation. Because it is difficult to effectively prevent the imitation or even plagiarism of design, most Wenzhou shoe enterprises take the road of imitation, and local enterprises rarely independently develop and design creative and high-grade shoe samples, imitating Guangzhou shoes at home and Italian shoes internationally. At present, this problem has become an important "bottleneck" for Wenzhou shoe industry to independently develop and create its own brand.
3. Excessive intra-industry competition. As the main production base of China's footwear industry, Wenzhou has a high concentration of shoe-making enterprises and similar products, and the phenomenon of excessive competition within the industry is very serious. In the domestic market, the sales of middle and high-grade leather shoes in Wenzhou are basically concentrated in the markets of second-and third-tier cities, and the product segmentation is not enough, which directly intensifies the excessive competition of shoemaking enterprises at the same level; In the international market, in order to compete for the export market, some enterprises compete to bargain at all costs, which leads to frequent international trade frictions.