Shenzhen's Manufacturing Industry Expands Its Market By Brand

Yesterday, Ma Qingcheng, chairman of Shenzhen Xue Xian Li Career Development Co., Ltd., while drinking tea, analyzed the secret of success to reporters: brand driving is an important force in the transformation and upgrading of traditional manufacturing industry. Because of the brand strategy launched, snow fairy underwear soon tasted sweet, not only in Shenzhen market success, but also in major cities nationwide occupy an important share.

Shenzhen's traditional manufacturing industry is booming. At present, Shenzhen watches, underwear, clothing The traditional manufacturing industries, such as TV, home textiles, gold and jewelry, continue to innovate independently, improve the added value of products, expand the market with their own brands, and create the legend of "old trees and new flowers".

Small giants that are hard to drown

In Shenzhen, clothing, underwear, watches and clocks, home textiles and other traditional manufacturing industries are easy to drown because of the brilliance of IT stars, such as HUAWEI, ZTE, Tencent and so on.

But they are hard to drown. Because a large number of traditional manufacturing industries, which are not too high and too small in volume, are indeed supporting the industrial economy of Shenzhen. Moreover, some of these enterprises are "small giants" in their respective industries. They can achieve the ultimate goal of a product.

The temptation code is one of them. In a low industrial zone in Nanshan District's White Rock Island, the Shenzhen underwear brand temptation code is hidden in an inconspicuous production plant. "From fabric to buckle, we all choose the most suitable materials for women's health." The boss of the enticement code is the two female partner. Because of the concern for women's health, they have creatively launched the world's first stainless steel underwear, and won many patents for their own invention. "Sales are very good. What we are worried about is not the lack of orders, but the fear of too many orders."

"Shenzhen underwear, leading dance China." Zhang Fengwei, Secretary General of Shenzhen underwear industry association, said that Shenzhen's underwear industry has sprung up many industries in the field of subdivision, with more than 10000 employees, Virginia International and new industrial group, the three top ranked underwear sales in the country, including ODM,, Virginia and dallis, the world's largest swimsuit enterprise, Fuhua, sales of several billion yuan brand city beauty, as well as the temptation of fine, Divina and Eve, buddy design, seduction password and so on.

"Not only is the underwear industry, but in other traditional industries, there are many small giants in Shenzhen." Shenzhen SME Service Center official told reporters that the value created by these enterprises can not be ignored.

According to statistics, there are about 50 SMEs in Shenzhen, accounting for 99.6% of the total number of enterprises. Many of them are traditional manufacturing enterprises. These enterprises have created 50% of Shenzhen's corporate taxes, 60% of GDP, and 80% of their jobs.

Difficult to replace the domestic market

Brand means that we can take the initiative to attack the market.

A small household appliance manufacturer in Shenzhen used to earn money from international brand foundry fees. In the process of OEM, the company gradually developed and designed a series of core technologies and production processes, and eventually launched its own brand. "Despite the fierce competition in the small household electrical appliances market, we actively adapt to market changes and sell our own brand products very well." The person in charge said that if you still do foundry production, you can only look at the face of foreign brands.

Brand, to add color to a city. At present, Shenzhen The total number of well-known trademarks in China is 103, the first vice provincial city to break through 100 pieces.

The strength of the brand has enabled Shenzhen enterprises to expand from the past obsessed with exports to the larger domestic market, thus promoting the balanced development of Shenzhen's international and domestic markets. Since the beginning of this year, the domestic sales volume of Shenzhen's industrial products has reached hundreds of billions of yuan, the growth rate is higher than the export growth rate, and the proportion of domestic sales has reached a new historical highland, which has exceeded the proportion of export sales, and the market initiative is stronger.

Of course, brands also mean high added value and high returns. Shenzhen Fiyta company official said that due to the importance of independent research and development and industrial design, Fiyta entered the high-end brand of watches and clocks, becoming the benchmark of Chinese watch brands. From "Shenwu" to "God ten", Fiyta has doubled its selling price by relying on the brand "flying sky".

"I have to say that Shenzhen's superior traditional products have become the stars in the domestic market." Shenzhen economic and Trade Information Commission official told reporters that the brand has given Shenzhen enterprises confidence, so many enterprises have adopted multi brand strategy to seize the market.

Not long ago, Konka launched a campaign of multi brand operation in the field of television and launched the first online brand KKTV in the industry to sell to young people after 80 and after 90. SKYWORTH is also unwilling to lag behind, releasing the cool Kai brand and redefining the family Internet TV. This year's "double eleven" period, SKYWORTH group's first two brand cool promotion sales reached 56272 units in 24 hours, creating a Guinness record of LED intelligent TV sales on the e-commerce website on the 24 hour.

Unstoppable opportunities for e-commerce

"Chun degree was born on the day of birth." In the office of the 12 floor of Anhui building, 6007 Shennan Avenue, Zhou Baoji, general manager of a beautiful curly Shenzhen Chun Du Clothing Co., Ltd. is quite calm.

Yesterday, it was "Double Twelve". The computer in front of him showed the sales volume of Chun Du online in real time. "Half a day's sale of 500 thousand yuan is not bad." Zhou Baoji said that Chun Du is definitely a new army in the home furnishing industry, which is also destined for its pioneering and disruptive nature. After years of immersion in the lingerie industry, he thought the traditional household clothes, especially the autumn and winter products, were very bloated and "big sister like the countryside".

Therefore, starting from the blank of home clothes market, Chun finds a balance between home clothes and women's clothing, and offers a generous, simple and simple household dress suitable for outdoors with European and American style. "That is," third categories of clothing that fit in with home and abroad ".

Chun Du achieved success. Last July, after the launch of Tmall and Taobao, the "latecomer" achieved 20 million sales in one year and developed rapidly at the speed of ring multiplication.

Shenzhen's traditional manufacturing brand enterprises have never been lacking in aggressive qualities like Chun. Aiming at the big business opportunities of e-commerce, Shenzhen jewelry, clothing, shoes Traditional industries such as "advantages and disadvantages" have been "touching the net". This year, during the "double eleven" period, Shenzhen jewellery enterprise ZOKAY sold a naked drill of 13.33 carats with a market value of at least 50 million over 19 million 990 thousand yuan, creating the largest single product turnover in this year.

A larger market is underway. At present, a large number of Shenzhen products are making use of Tmall, Jingdong, shop No. 1 and other well-known e-commerce providers to enter the world. According to statistics, last year, the volume of e-commerce transactions in Shenzhen was about 600000000000 yuan, and this year it is expected to exceed 700 billion yuan. In the meantime, Shenzhen's traditional manufacturing industry accounts for a large share.