First, the 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. These superior natural conditions have contributed to the rapid development of Tangshan ceramic industry. Tangshan Ceramics is an industrial cluster formed by traditional industries, and now it has gathered Tang Tao Group, Huida Ceramics Group, Long Da, Hercules and other large ceramic enterprises.
Ceramic industry is one of the pillar industries in Tangshan, and a large part of the output value of Tangshan ceramic industry comes from export. At present, the export ratio of large and medium-sized ceramic factories in Tangshan area can reach 70-80%, and that of small and medium-sized enterprises is close to 50%. All brands with high brand awareness can be exported. Tangshan ceramic industry gathered very early, but the industrial cluster only developed in recent years, and there are still many problems in its development.
(A) product design links
There are many ceramic enterprises in Tangshan, but most of them are small and medium-sized ceramic enterprises with little funds. 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 homogenization and imitation are serious. The market share of products that only come from imitation is very low. Tangshan lacks professional designers. In 2004, BOCOG collected ceramics as Olympic souvenirs, but more than 200 ceramic manufacturers in Tangshan failed to produce samples and lost the opportunity to share the Olympic economy.
(2) production links
Tangshan ceramic export enterprises mostly carry out OEM production, and about 80% of the hundreds of millions of ceramic products exported by Tangshan are OEM production. The average exchange rate of domestic ceramic products has been hovering between 0.20-0.25 dollars for many years, and Tangshan ceramic exports have also maintained a meager profit for many years. Although OEM has rapidly increased the export volume of Tangshan ceramic products and promoted the short-term development of Tangshan ceramic industry to a certain extent, OEM has essentially turned many ceramic factories in Tangshan into "processing factories" for OEM. Enterprises only earn low processing fees, and the high added value is taken away by OEM, and the products produced by OEM have seized a lot of market share in the international market.
(3) Marketing and distribution links
On the export marketing strategy, Tangshan Ceramics expanded its brand's international influence through some large-scale exhibitions, and even completed the order transaction. Most enterprises in Tangshan will attend the Canton Fair in June 5438+065438+ 10, the Export Fair in June 5438+ 10, 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 ceramic enterprises will also set up marketing centers, experience stores, image stores and so on in big cities. For example, Huida Ceramics invested 20 million yuan to transform its specialty stores in 2005, and all the stores below 1000 square meters were cancelled, and a super-large store with1000 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, which are the constant deduction of innovative services. Eagle brand ceramics pioneered the "on-site consulting service" system, which changed the traditional after-sales service into pre-sales service; Dong Peng Ceramics introduced TCS service system in an all-round way, taking the lead in blowing the horn of service war for ceramic enterprises. If Tangshan Ceramics wants to occupy a place in the domestic market, it must upgrade the enterprise service system.
Secondly, based on the perspective of global value chain, the development of Tangshan ceramic industry cluster is studied.
(A) product design links
According to the theory of global value chain, not all industrial activities can create value. If we want to realize industrial upgrading in the global value chain, we must realize value upgrading 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 guide people to buy products and the main means to enhance the design value of products. For example, an eagle brand intelligent glaze sanitary ware, because of its special style, costs 4000 yuan; An ordinary glazed he cheng sanitary ware costs 6740 yuan because of its arc shape, while an ultra-clean glazed sanitary ware of the same brand only costs 2200 yuan. It can be seen that the style design has largely led to the price difference. 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 a representative, 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 cost only a few hundred yuan, while well-known brands and imported brands often cost several thousand yuan or even ten thousand yuan. Improving the production level and grade of ceramic products, developing artistic porcelain, studying new varieties of porcelain, and taking the road of industrial ceramics and brand ceramics are the key to the development of Tangshan ceramics, and also the future development direction of Tangshan ceramics.
(2) production links
Tangshan ceramics should continue to actively learn and introduce foreign advanced production technology. The improvement of production technology and the introduction and use of advanced equipment improve the product quality, which is helpful to the standardized production and quantity increase 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 Ceramics Group was a small factory with only two smoke-pouring kilns in the mid-1980s, and now it has become the largest ceramic manufacturer in Tangshan. After entering 2 1 century, the enterprise invested more than 450 million yuan to transform the original coal-fired tunnel into the largest natural gas kiln in China, and built seven fine 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 ceramic industry needs to develop marketing channels extensively.
The countryside is a vast market, 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 develop this market, it is necessary to investigate the demand of rural ceramic products and formulate specific marketing plans; Enterprises need to train sales staff to cultivate their professional ethics and team spirit; The sales department should be equipped with professional designers to provide professional sales advice to customers.
Need to strengthen the promotion and application of network 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 the information of customer demand change and product improvement, which is helpful to the improvement of product design and the increase of sales.
Support and service for end users are opinions and suggestions for handling products, and play an important supporting role in other value-creating links. The more perfect an enterprise's service system is, the higher its service level is, and the better its customers will report. Now is the Internet age, and people's impressions of various products and services can be reflected on the Internet. Good products and services naturally make customers happy, invisibly improve the popularity of products and expand a broader market.
Thirdly, from the hierarchical system 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, to continuously climb to the high value-added link in the global value chain. 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: Transformation and upgrading of Wenzhou footwear industry based on global value chain.
I. Overview of the international footwear industry
The global shoemaking countries are concentrated in some countries and regions in East Asia, Europe and South America. At present, there are 30,000-40,000 shoe-making enterprises, and the total number of employees in shoe-making, shoe materials, shoe machines and other related industries is nearly 6.5438+million. The annual output of shoes in Asia is about 654.38+0.2 billion pairs, accounting for 70% of the world's total output. 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 global total.
The main consumption markets of global footwear products are concentrated in two regions: first, economically developed countries and regions, such as the United States, the European Union, Japan and Canada. The other is countries and regions with large populations, such as China, India, Brazil and Indonesia. According to SATRA (British Footwear Association), in 2065.438+00, the world footwear consumption will reach 65.438+0.580 billion pairs. It is estimated that in 20 10, the total consumption of sports and leisure shoes in the world will reach 2.4 billion pairs, and the retail sales in the market will exceed 10 billion US 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 increase in 20 10.
The basic pattern of global footwear industry is as follows: Europe (Italy, Germany, France, etc. ) is a leader in the research and development, manufacturing and trend of high-end leather shoes in the world, monopolizing many internationally renowned brands, with high added value and 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 and being at the low end of the global value chain.
According to the survey, there are more than 4,500 shoe-making enterprises in Wenzhou, and there are more than 2,500 shoe machines, shoe materials, leather, synthetic leather, leather and other enterprises related to the shoe-making industry, with nearly 400,000 employees and an annual output of more than 654.38 billion pairs, accounting for about 25% of the country and 654.38+0/8 of the world. From 2005 to 2007, the total output value, export value and export volume of Wenzhou footwear industry maintained rapid growth (Figure 1, Figure 2). Due to the impact of the international financial crisis, the export of Wenzhou footwear products was affected to some extent in 2008, but the production and operation of domestic footwear enterprises were in good condition. At present, Wenzhou shoe industry has formed a unique development pattern, with domestic 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 representatives of foreign trade labor insurance shoes. On the whole, however, Wenzhou's footwear industry lacks international famous brands, and most enterprises mainly produce by 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 footwear industry.
Wenzhou shoemaking industry has encountered many problems in its rapid development, such as high land cost, rising raw material prices, shortage of talents, environmental pollution, frequent trade frictions and so on. 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 many well-known domestic brands, such as Kangnai, Aokang and Red Dragonfly, it still lacks international brands. In the international market, most exported shoes are produced by OEM, and most of the value-added parts in the value chain are obtained by global buyers. Most of the footwear products sold in Wenzhou market are aimed at 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. As far as R&D and design are concerned, there are two main problems in Wenzhou footwear industry. On the one hand, there is a relative shortage of talents, especially those in shoe design, research and development and management. The main reasons are as follows: first, the system of small and medium-sized shoe-making enterprises in Wenzhou is not perfect, and the training of talents is not systematic and standardized; Second, the living environment in Wenzhou city is poor, the housing price is extremely high, and the high comprehensive living cost leads most professionals to flow to Ningbo, Hangzhou, Shanghai and other places; Third, the phenomenon of "poaching" in the industry is serious, and the construction of talent team is unstable, especially the turnover of designers is very frequent. On the other hand, it lacks independent innovation. Because it is difficult to effectively prevent the imitation or even plagiarism of design, Wenzhou shoe enterprises mostly 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 develop independently and create its own brand.
3. Excessive competition within the industry. As the main production base of China shoemaking industry, Wenzhou has a high concentration of shoemaking enterprises and similar products, and the phenomenon of excessive competition in 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 second and third tier cities, and the product segmentation is not enough, which directly intensifies the excessive competition of shoe-making 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.