Made in China / High Quality Made--Manufacture

2016-1-15

2016-01-15

If you ask me which brands have gone abroad, I will say I only know Haier. Maybe because I saw many Haier brothers’ animation in my childhood, so I have high loyalty to this brand. Refrigerator in my home have changed many generation, but what we have always used is Haier. Other brand which may go abroad is Hua Wei.

Seen from many foreigners, Chinese products are cheap, low technical content, no quality assurance and unable to get the trust of consumers. Foreigners said: "China's deep-rooted corruption and low quality gene cause Chinese companies never win over foreign companies." Is this true?

American media once commented that although many Americans were in the use of Chinese products, few of them know what they are using areChinese brands. On Jan. 6, 2016, the United States Las Vegas consumer electronics show (CES)officially opened. Chairman Gary Shapiro, the organizers of the American consumer technology association, said in his interview: ‘Chinese enterprises must learn how to transform from the great producer to great brand’, to build up brand loyalty. Eventually, let consumers buy products because of the brand.

Shapiro once said: ‘If Chinese brands want to be as famous as Japan brands and Korean brands, they should make huge investment in helping local employees know the local culture, providing the brand quality and service what customers expect’. So when customers see a Chinese brand, they will have the desire to buy its product, because this brand always brings great experience to them.

Now, what customers are pursuing for is experience. Both the products you bought and the purchase proces will influence our judgment about the brand. Like a few days ago, I was in the Apple shop, the shop assistant will not introduce products to you behind of you, instead, when you have a doubt and want to look for a clerk, the clerk will always be 2 meters distance away from you, the distance is appropriate.

Domestic manufacturing enterprises would like Foxconn to demand employeeswith a large number of signs, warnings and rote training around. But these only make staff approved enterprises on surface, they will not consent to the enterprise in their heart.

Chinese copy phenomenon is criticized widely. Human history move forward at the process that people learning from each other, but we need to respect intellectual property rights and patents, let researchers rewarded. It means that enterprises should adopt innovate method. 

In many industries, many domestic products also have not been recognized by domestic consumers. Now, in the era of global industry highly blended, enterprises are unable to truly get the preference of consumers without irreplaceable technology or creativity. Maybe there are many things need to be done if the ‘made in China’, which is regarded as the ‘follower’ of global industry chain, want to go to the end. 

There is no doubt that ‘made in China’ is the replacement of ‘high quality & cheap’. But ‘made in China’ also have a mature and advanced technology in some industries. Recently, many domestic media reported the news: U.S. President Obama spoke in Miami, he encouraged private enterprises and capital to make investment to the infrastructure of U.S. and widely used "made in U.S.". But during his speech, a blast of wind blew off the American flag which covered on the Chinese trademark ‘ZPMC (Shang Hai Zheng Hua Heavy Industry)’. The U.S. media reported that before Obama's speech, the White House staff has covered the trademark on the crane with American flag, but they ignored the factors of the wind, the live coverage of the time is really embarrassing. This news really made many Chinese feel a bit sense of pride and express the sarcasm to U.S. Maybe we can find a sense of satisfaction ‘exist’ in one single event, but too proud is not desirable. In fact, "made in China" can’t make "made in U.S." feel embarrassed. After all, who laughs last laughs best, and there is still a long way for us to go.

If we want to get rid of ‘follower’ this name, the first thing we have to do is to make high quality products of ‘made in China’ and to build up the international statues. When facing the quality problem, many enterprises all show the common characteristic: the enterprise first and government is complementary. Enterprises should guarantee quality as the foundation of enterprises’ survival and development. Enterprises should be strict with the products’ quality. And the government should act as a superintendent and give assistance to enterprises when they facing challenge. For market behavior, you should respect the market rule ‘the stronger survive’. But when facing crisis, most of our enterprises want to solve these crisis by our government and lack of independence. We’ll rely on the government if we do things in this ‘pressure transformation’ method. And if government can’t deal with the problem, we’ll have no way to solve the problem on our own.

As the ordinary consumers, we should also give the ‘made in China’ enough patience and confidence. It also helps to change negative image of made in China. At present, the whole society does not give enough support to ‘made in China’. The European and American mainstream media made many negative reports about ‘made in China’ and many consumer take prejudice against Chinese products, both of these make reaction force to our own brands. Therefore, it’s probably not enough to establish a good image of the 'made in China' only by the enterprise itself, it must be formed by integrating social soft power, which including cultural industry, science and technology, education and the social public awareness.

China may not always develop export by the low cost of production, there is no country in the world can rely on exports of low-cost products to build up brand, even lead trend. More importantly, long-term relying on this kind of low cost products to participate in international competition, it will damage the ethnic group ‘made in China’ brand and will affect the national reputation.

We need to start from several aspects angles to reduce resource waste and environmental pollution, improve labor conditions and product quality, eventually make the ‘made in China’ become a gold-lettered signboard, this is the correct development direction of ‘made in China’ and the develop trend of the times.

Writer: Yalnn Yan