In the process of internationalizing the export of independent brands, enterprises in our province have experienced a development process from scratch, and a number of international intellectual property brands have emerged. But at the same time, there are also problems such as a late start and insufficient brand awareness. In order to grasp the current status and trends of export brand construction in our province in more detail, effectively guide and help enterprises to develop independent brand exports, and promote the transformation and upgrading of foreign trade, the Provincial Department of Commerce issued questionnaires to 1,844 sample enterprises, and conducted interviews with 44 foreign trade bases and Canton Fair exhibitors conducted surveys.
The number of self-owned brand export enterprises is gradually increasing, and the proportion of exports is increasing
Among the 1,844 sampled enterprises, those that owned national (overseas) registered trademarks before 2000 (hereinafter referred to as overseas trademarks enterprises) there are only 14. In 2013, there were 182 overseas trademark companies, of which 107 overseas trademark companies exported their own brands, accounting for 5.8% of the sampled companies and 58.8% of the overseas trademark companies. A number of internationally renowned independent brands such as Great Wall Motors and Huida Ceramics have emerged.
Although it started late, with the gradual increase in the number of self-owned brand companies, the proportion of self-owned brand exports has also continued to increase. Sampling statistics show that in 2000, the exports of 14 overseas trademark enterprises accounted for 2.3% of the total export value of the sampled enterprises. In 2013, 182 overseas trademark companies accounted for 22.9% of exports, among which 107 overseas trademark companies accounted for 12.9% of their own brand exports. In other words, among the 8,292 enterprises with export performance in the province, 1.3% of the brand enterprises achieved 7.2% of the province's export share. Qinhuangdao Kangtai Medical Systems Co., Ltd.’s self-owned brand exports account for 98% of the total.
Regional brands are developing into international brands
Our province’s 44 foreign trade bases have gathered many enterprises relying on characteristic industries, and a number of domestic Zhibajie intellectual property brand products have been born, forming a unified brand. A regional brand with high industry visibility. With the expansion of export scale, the pace of internationalization of regional brands has accelerated significantly. In 2013, among the 2,229 companies with export performance in the base, they owned 2,165 overseas registered trademarks, with an average of 0.97 companies owning one.
Baigou Luggage Base has organized enterprises in the base to participate in the Canton Fair for 10 consecutive years, continuously improving the regional brand image and influence. As of now, the number of overseas registered trademarks has reached 132, exported to more than 130 countries and regions. Xinji Leather Base has organized hundreds of companies to participate in the Milan International Fur Fair in Italy for three consecutive years. Anping Wire Mesh Base has carried out regional brand promotion activities at the Canton Fair for three consecutive years.
Conversion of domestic brands to export brands
Among the 1,844 sampled companies, 6 companies had domestically registered trademarks before 2000 (hereinafter referred to as domestic trademark companies), and in 2013 they reached 799 homes. Among the 352 trademark enterprises, 26.4% have registered trademarks overseas, and among 98 enterprises, 44.9% have registered trademarks overseas. According to statistics, among the 182 overseas trademark companies, trademark companies account for 51.1% and enterprises account for 24.2%.
The survey shows that companies that pay attention to domestic trademark management also pay attention to the protection of overseas registered trademarks, and companies that pay attention to domestic brand building also pay attention to the international development of their brands. Juli Rigging Co., Ltd. was mainly engaged in domestic business before 2000, with 110 domestic registered trademarks. Later, it gradually improved its independent brand export capabilities and successively registered 14 overseas trademarks. In 2013, the proportion of independent brand exports exceeded 30%. It has become Asia's largest rigging R&D, production and export base.
Transition from OEM export to independent brand export
Foreign trade companies usually go through three stages to create their own export brands, namely from OEM (Original Equipment Manufacturer, referred to as OEM) to ODM (Original Design Manufacturer) to OBM (Original Brand Manufacturer). In the early days of reform and opening up, export enterprises in our province mainly produced OEM products for international multinational companies. With the improvement of R&D capabilities and technical levels, companies have begun to either independently develop and create their own brands, or purchase foreign brands and have their own brands.
Tangshan Mengpai Porcelain Co., Ltd. has established a good reputation in the field of OEM production in the past 10 years. Currently, 60% of export orders have been transferred to the original design and manufacturing field, and the annual product update rate has reached 20%-31 %, compared with OEM production, sales increased by 14%, the average selling price of products increased by 15.1%, and the monopy trademark has been registered in 14 countries and regions. Baoding Huayi Hat Co., Ltd. is a company specializing in the production of hats. Before 2009, it was completely OEM. In 2010, it acquired the French MOSSANT brand and began to build its own brands for export. In 2013, the proportion of self-owned brands in exports reached 31.42%. This year Five more star series products have been launched, and the share of independent brands in exports has been continuously expanded.