In recent years, China’s product and service quality and technological capabilities have been greatly improved. China’s manufacturing industry has long been relying on low prices to win the market. With the “One Belt and One Road” strategy, more Chinese companies will go overseas to participate in international competition. The international reputation of the "Made in China" brand has started.

At the 2015 Hannover Messe in Hannover, Germany, there were more than 1,100 exhibitors from China, a record number. Among them, there are leading companies in the industry and small and medium-sized enterprises. Their emphasis on overseas promotion is different, but they all exhibit strong “marriage” aspirations and self-confidence and courage to actively participate in international competition.

Extension market

“After many years of technical investment and accumulation, we feel that we already have the strength to compete with international counterparts, so we decided to go out and expand overseas markets,” said Li Wenguang, marketing manager of Hubei Planetary Transmission Equipment Co., Ltd.

This company was established in 2004 and is a manufacturer of reducers with a scale of 400 people. It will be exhibiting overseas for the first time this year.

Li Wenguang said that thanks to excellent independent technology and product quality, the company has achieved certain achievements in the domestic market, but also hopes to have greater achievements. This exhibition is a test of water before going to sea. In the future, it will increase its efforts to go abroad and set up sales offices overseas.

In contrast, Shenzhen Foster Technology Co., Ltd., which produces frequency converters, already has more overseas experience. Wang Yajun, manager of the company's foreign trade department, introduced that they started to export from four to five years ago, and now overseas market sales have accounted for 1/4 of total sales. At present, the major markets for its products are in Southeast Asia and the Middle East. The exhibition at Hanover is hoping to get more resources to enter more markets.

Branding

Unlike most Chinese companies that have set up booths in the "plaid room," Tianjin Xuner Instrument Technology Co., Ltd., which has been doing foreign trade for eight years, has chosen to display on a large-scale independent stand that can more prominently display the company's image.

Deng Yanbin, head of the company’s international trade department, said that making money is not the only goal for companies to go abroad. They also hope that they can use the expansion of overseas markets to build national brands and change some people’s misunderstanding of “Made in China” equal to “low-cost and low-quality”. Let more markets understand and accept Chinese products.

He believes that China's manufacturing has long been not only relying on low prices to win the market, China's product and service quality and technological capabilities have greatly improved in recent years. In the face of major opportunities such as the “Belt and Road Initiative,” Chinese companies are more willing to go overseas and have the confidence to win international competition.

Wen Xia Xin Lei Air Compressor Co., Ltd. Sales Manager Yu Xia expressed similar views. She said that some companies had previously encountered anti-dumping investigations when they entered the European market with low-priced products, but in recent years, they have gradually adapted to overseas markets and established a foothold by upgrading their technological content and obtaining local certification.

Transforming

For some Chinese companies, going global is an important means to seek transformation and upgrading and enhance the competitiveness of enterprises.

Hebei Jidong Development Group started with the production of cement, and has now shifted its development focus to energy and environmental protection technology through overseas mergers and acquisitions. At this year's Industry Fair, the company focused on displaying products such as low-temperature waste heat power generation equipment, flywheel energy storage systems, and high-speed centrifugal blowers.

Zhang Zengguang, chairman of Jidong Development, said that the market potential of environmental protection products such as energy storage and waste heat recovery is huge. They acquired a U.S. company that produces energy recovery and energy storage products in 2013 and set up R&D centers in the United States and Europe.

He believes that going global is not only to expand overseas markets, but also to acquire advanced technologies through overseas mergers and acquisitions. The use of overseas resources to enhance the research and development of new technologies will also help improve the overall strength of the company.

Focus on trends

As a leading company in the domestic electrical industry, Chint Group has been participating in the Hannover Industrial Fair for the 12th consecutive year this year. For them, the Industrial Fair is not only a platform to showcase products and technologies, but also an important opportunity for them to understand the latest trends in the industry and to communicate and learn with global leaders.

Nan Cunhui, chairman of Chint Group, said that the Hannover Industrial Fair is a benchmark for industrial development in the world. Therefore, they organized the leaders of various departments such as strategy, technology, production, and marketing to visit the Industry Fair to understand and grasp the dynamics of industry innovation. Market demand.

He believes that in the future, China's manufacturing industry must move away from extensive, low-end processing and production methods and develop in the direction of high technology and intelligence. The “Industry 4.0” and smart production that the Industry and Commerce Fair continues to focus on in recent years have important reference significance for the transformation and upgrading of manufacturing in China. Chint has formulated a plan for the next 10 years to promote the integration of information technology and industrial automation in production methods, focusing on such front-line fields as smart grid, distributed generation, smart home, and high-end equipment.

Nan Cunhui said that some domestic advanced manufacturing companies have felt the pressure brought by the Internet era to traditional manufacturing and are strengthening their communication and learning with international counterparts. He believes that these companies can play a leading role in driving the transformation and upgrading of manufacturing in China.

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