Home> Latest News

    Manufacturers gain credibility in EU market

    Updated: 2013-03-12 09:16
    By Ding Qingfen (China Daily)
    Comments() Print Mail Large Medium  Small 分享按鈕 0

    "Renewable energy is what Europe puts emphasis on,and electric buses will lead the trend," said Chen.

    "We are glad to see that BYD is four to five years ahead of European products in the sector" thanks to research and development,he added.

    Long way to go

    Despite the progress that China has made in the past 20 years to lift its reputation as a global manufacturer,many executives and industrial insiders still believe China has a long way to go before it could be at the forefront of high-technology innovation.

    "Made-in-China goods will eventually become the gold standard worldwide. It's a matter of time," said Chen Yongwu,general manager of Zoje Europe GmbH.

    But "for the time being,there is time for Chinese manufacturers to catch up with their peers in Europe,and Germany in particular,in high-end and value-added goods",he said.

    For example,Zhejiang-based Zoje Sewing Machine Co Ltd,the world's leading industrial sewing-machine maker,made two acquisitions in Germany in a bid to improve its technology.

    Echoing Chen Yongyu,Tan Zuozhou,president of LiuGong Poland,said: "There is room for us to improve in terms of technology compared with the top industrial brands in Europe. We also have a lot to do in branding."

    Guangxi LiuGong Machinery,a Nanning-based Chinese building equipment maker,set up its European headquarters in Poland by acquiring a local counterpart in the eastern European country in early 2012.

    For Sander Gesink,marketing manager of LiuGong Machinery Europe BV,"it's not about products only,but more about brand".

    Gesink,who has been in the European industry for more than 10 years,added: "LiuGong is a new brand in the EU,and there are challenges to build the brand here. The biggest is the perception of the Chinese brand ... People don't think the Chinese brand is good and worth buying."

    For many Chinese brands like LiuGong,another big obstacle is the stigma attached to the "made-in-China" label,which is traditionally associated with sweatshop labor and cheap products.

    According to Li Minyan,managing director and chairman of China Certification & Inspection Group Europe BV: "Many Chinese manufacturers are not inferior to their Western rivals in technology and design,but unfortunately,a majority of them lack global recognition.

    "They need to accelerate their efforts in branding and marketing to raise their awareness. It is time-consuming," she said.

    Narrowing gap

    Despite the gap,Chinese brands are strongly motivated to improve and compete on the same level as the top global industrial players.

    "China is well on its way. But it could take 20 to 30 years for the nation to become a globally well-known manufacturer like Germany," said Wang Weidong,commercial counselor of Chinese Consulate-General in Frankfurt.

    "China needs to join hands with European counterparts through mergers and acquisitions and learn from them," he said.

    A slew of Chinese companies,including Sany,Xuzhou Construction Machinery Group and Hebei Lingyun,have invested in extending their reach in Europe and they hope to absorb new technologies by recruiting German engineers and getting closer to more customers around the continent.

    "We get more technical ideas from our counterparts,and they can expand sales in China and Asia. It's win-win deal," said Chen from Zoje.

    As sagging global demand hurts Chinese exports,the Chinese government has repeatedly promised to encourage domestic manufacturers to improve technology and make investments on design and innovation.

    In China,there are a number of manufacturers who own a list of clients that enjoy a worldwide reputation,and now,many of them have decided to work on their own brands to target high-end customers.

    Bosideng Corp is one of them. The world's largest feather jacket manufacturer has been an OEM for various famous foreign fashion brands,about which Zhu Wei,CEO of Bosideng Corp UK,declined to elaborate.

    "It's not a small business,worth 140 million yuan ($22.47 million) annually,but the problem is the Bosideng brand is quite new globally,especially in the European market," Zhu said.

    In July,the company announced plans to open a three-story menswear store in the busiest commercial area in London,its first-ever store abroad. The store targets high-end customers.

    And Bosideng has other ambitious overseas expansion plans. It intends to expand into high-end shopping malls in London,probably early this year,and it is also in talks with some European counterparts,probably from Italy,on acquisition deals.

    "Numerous Chinese manufacturers don't have strong brands abroad,and they have to work for others as OEMs,reaping tiny profits. They need to change the situation with the help of think tanks," said David Feng,special assistant to the president of the Aigo Entrepreneurs Alliance.

    The alliance,which was set up in 2011,aims to help Chinese companies expand overseas,establish sales networks,conduct market investigations and promote brands.

    "We have assisted more than 20 domestic companies settle in Europe,and in 2013,that number will be 50 to 100," Feng said.

    Contact the writer at dingqingfen@chinadaily.com.cn

    Previous Page 1 2 3 Next Page

    Survey & Comments

    | About us | Contact |

    Constructed by Chinadaily.com.cn

    Copyright @ 2012 Ministry of Culture, P.R.China. All rights reserved

    亚洲VA中文字幕无码一二三区| 亚洲开心婷婷中文字幕| 久久最近最新中文字幕大全| 人妻少妇精品无码专区二区| 最近中文字幕大全2019| 亚洲AV中文无码乱人伦下载| 免费a级毛片无码免费视频| 亚洲av永久无码精品国产精品| 最好看2019高清中文字幕| 中文字幕无码成人免费视频| 久久精品?ⅴ无码中文字幕| 日韩乱码人妻无码中文字幕| 国产品无码一区二区三区在线蜜桃 | 久久AV高潮AV无码AV| 亚洲精品无码午夜福利中文字幕 | 久久国产精品无码一区二区三区| 最近中文字幕大全2019| 久久亚洲中文字幕精品一区四| 波多野结衣在线中文| 欧美日韩久久中文字幕 | 久久久噜噜噜久久中文福利| 国产日韩AV免费无码一区二区三区| 日本中文字幕网站| 国产三级无码内射在线看| 中国无码人妻丰满熟妇啪啪软件 | 亚洲AV无码专区国产乱码4SE| 亚洲欧美日韩另类中文字幕组| 欧美日韩中文字幕2020| 一本久中文视频播放| 最近中文字幕完整版免费高清| 精品中文高清欧美| 亚洲AV中文无码乱人伦在线视色| 五月婷婷在线中文字幕观看| 中文字幕欧美日本亚洲| 中文字幕乱码无码人妻系列蜜桃| 一本一道AV无码中文字幕| 少妇人妻无码精品视频app| 精品无码人妻一区二区免费蜜桃| 国产高清无码毛片| 亚洲AV无码之日韩精品| 无码中文人妻在线一区二区三区|