Chinese Online Class - Chinese enterprises suffer from lack of their own brands

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Chinese enterprises suffer from lack of their own brands

www.chinanews.cn 2006-04-20 18:19:09

Chinanews, Apr.20 - A toy, a shirt or a small household appliance bought
overseas is probably found "Made in China", while Chinese enterprises can
only earn a small amount of processing fee from manufacturing these
products labeled brands of multinationals or foreign companies. Such a
growth pattern of foreign trade, which is under the control of others,
has become a painful lesson that many Chinese export enterprises have
learnt as they do not have their own brands.
The Chinese Export Commodities Fair is China's biggest foreign trade
fair. In every exhibition hall, various commodities have shown the power
of Chinese enterprises, but actually very few enterprises' export
products are of independent brands and have the power to make a voice in
pricing.
China has become the biggest toy producer in the world, but at the
Chinese Export Commodities Fair, it is hard to find independent Chinese
brands recognized by overseas merchants. The retail price of a Barbie
doll may reach US$9.9 in the US, but in the Pearl River Delta, the
biggest producing area of Barbie dolls, Chinese enterprises can only get
US$0.35 of processing fee from manufacturing a Barbie doll. The brand
owner obtains most profit.
Most Chinese export enterprises manufacture products of foreign brands,
and their production falls in the link of low added value and low
technological content, such as processing and assembly. Chinese
enterprises have very few independent export brands. How to shake off
this embarrassing situation and seek more power to make their own voice
heard in the international market is becoming the direction of more and
more Chinese export enterprises' development.

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