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‘Made in China’ label no longer cheap and nasty
THE Made In China label has become synonymous with cheap fabrics and fast fashion — but that’s changing just as quickly as the industry grew.

As the country’s economy shifts from one of manufacturing to consumption, the quick and dirty goods so beloved by the West are likely to be made in other countries with lower labour costs.

Meanwhile, China’s booming middle class is demanding quality and sophistication, and that could mean a $140 billion payday for the Australian economy, experts predict.
Rich Chinese are now the target customer for any Aussie business, and the transaction works both ways. The nation’s newly powerful creators could soon be exporting their ideas straight into your home and wardrobe.

Chinese shoppers spend billions in Australia each year. 

Chinese shoppers spend billions in Australia each year.

LABEL FREAKS TO FASHION GEEKS
As their economy has exploded, the Chinese have gained a reputation for being obsessed with designer labels. If it’s Prada, Gucci or Dior, it’s a status symbol they want in their wardrobe.

But the still fledging market is catching on to what’s seen as truly sophisticated worldwide.

Now the demand is for innovation, style and originality, and China is starting to make its name in the fashion business for more than just factories. The industry has tripled in size and is valued at $85 billion.

Vogue China was only established in 2005, and at the time there were no Chinese supermodels. Now the magazine has a monthly print circulation of 1.8 million to American Vogue’s 1.2 million, and 30 million unique users online.

Its editor Angelica Cheung says the Chinese consumer is increasingly willing to take risks, whether on an original look or a less well-known designer.
If Aussie businesses are agile enough, that could mean important opportunities. China’s middle class have higher disposable incomes than ever, but demand for products is not yet being met.

Alice McCall became the first Australian designer to open their own boutique in China last year, and our wool industry is looking at how it can offer more than raw material to the rapidly developing country.

But if we are too slow, China’s homegrown designers will outstrip the competition domestically and export its own ideas to the world.

Chinese designers like Madame Zhou are exploring new territory, and their ideas are coming to your wardrobe.

Chinese designers like Madame Zhou are exploring new territory, and their ideas are coming to your wardrobe.Source:Supplied

AUSTRALIA’S $140 BILLION BONUS

The growth of China’s gross domestic product (GDP) is at six per cent compared to 10 per cent ten years ago, with manufacturing only nominally up while services have dramatically increased.

This has coincided with both rapid urbanisation and industrialisation and a new demand for goods and services from overseas, particularly Australia, according to Helen Sawczak, national CEO with the Australia China Business Council.

“This demand has been fuelled by a growing and relatively affluent middle class in China, which conservative estimates have put at 109 million adults,” Ms Sawczak told news.com.au. “The new middle class in China continues to demand clean, green and safe premium products which includes Australian agribusiness products especially fresh produce, wine, vitamins, health supplements, infant formula. They also want high quality education, property investment opportunities and unique tourism experiences.”

Chinese tourists have the potential to make Australians far richer, with 1.4 million visiting in 2016 and spending billions of dollars.

“Some projections have suggested that by 2025, Australia will receive two million tourists per annum which could impact the Australian economy by $140 billion,” says Ms Sawczak, who recently produced a report entitled The Long Boom: What China’s Rebalancing means for Australia’s Future.

“Chinese tourists tend to be avid shoppers when visiting Australia and our report indicates that visitors are more likely to continue buying Australian products after their trip.”


POWER COUPLE

The China Australia Free Trade Agreement has now been in place for a year, substantially removing tariffs on a wide range of products and has helped to facilitate more bilateral trade.

Australian manufacturers are hoping to bypass the multi-million dollar daigou trade, which came to public attention in Australia at the peak of last year’s baby formula shortage scandal.

Tens of thousands of international grey market traders, now better known by the Chinese term daigou, ship groceries and skincare products to friends and relatives in China — selling goods at a premium of up to 50 per cent and making as much as $100,000 a year.
Competition to capture China’s lucrative market is fierce. The Chinese may see Australia as a destination for food and wine, but it is not as synonymous with premium fashion.

But there is an opening. Li Zhang, project director of the Australian Lifestyle Expo, told Ragtrader earlier this year: “Australian brands are seen as healthy, green, organic, natural, environmentally friendly and high quality, therefore their willingness to pay is pretty high.”

The large market could be vital for Australian businesses looking to grow, with Shanghai alone matching our population of 24 million.
China is no longer the world’s factory, and we need to take notice.

Source:News Corp Australia

据澳大利亚新闻网12月25日报道,“中国制造”标签已经成为廉价材质和快速时尚的同义词——不过这种状况正在像行业发展的速度一样快速改变。
  
随着中国从制造经济向消费经济转变,西方深爱的快速但粗糙的商品很可能转由劳动力成本更低的其他国家制造。与此同时,专家预测,中国不断壮大的中产阶级要求优质和尖端,对澳大利亚经济来说,这可能意味着1400亿美元的外快。
  
报道称,如今,有钱的中国人正成为澳大利亚所有业务的目标客户,而且生意是双向的。中国新近变得有影响力的创造者可能不久就会把他们的创意直接出口到你的家里和衣橱里。

  
随着中国经济的爆炸式增长,中国人获得了痴迷于名牌的名声。普拉达、古驰和迪奥,这些是他们希望放在衣橱中的身份象征。可是,这个刚起步的市场仍在努力了解在世界上什么被视作真正的尖端。
  
报道称,如今,人们需要的是创新和时尚,中国正开始在时装业崭露头角,而不仅仅满足于拥有工厂。这个行业的规模扩大了两倍,价值达850亿美元。
  
《时装》杂志中国版2005年创刊,那时中国还没有超模。该杂志编辑总监张宇说,中国消费者越来越愿意冒险,不管是标新立异的风格还是不知名的设计师。
  
如果澳大利亚的企业足够灵活,这可能意味着重要的机会。中国中产阶级拥有的可支配收入超过以往任何时候,但他们对产品的需求尚待得到满足。艾丽斯·麦考尔去年成为第一位在中国开设精品店的澳大利亚设计师,我们的羊毛业也在研究如何能够向这个快速发展的国家提供除原料以外的更多东西。
  
可是如果我们动作过慢,那中国的本土设计师就将超越国内竞争,把他们的创意出口到全世界。中国的设计师正在探索新领域,他们的创意即将出现在你的衣橱中。
  
报道称,中国国内生产总值(GDP)增长率超过6%,10年前则高于10%。制造业只是名义上有所增长,而服务业则在大幅增长。据澳中商会执行长海伦·萨夫恰克说,与之同时出现的是高速城市化和工业化,以及对海外商品和服务的新需求,尤其是来自澳大利亚的商品和服务。

意媒:“中国制造”要活下去必须蝶变 拓展海外是趋势

2016-12-14 13:17:00中国新闻网 
  
中新网12月9日电 意大利欧联通讯社日前刊发文章称,“低价取胜”的时代一去不复返,“中国制造”必须蝶变,拓展海外新市场是大势所趋。拓展海外市场只是手段,能够提供高质量的产品,逐渐提高品牌知名度与美誉度,才能真正经受住不同国籍、语言、肤色及其文化的消费者的考验。
  
文章说,“中国制造”处于国际分工模式——“微笑曲线”的底端,即制造部分,赚的是低利润的辛苦钱。而微笑曲线左边为研发,右边为营销,附加值都比较高。
  
“低价取胜”的时代一去不复返,“外资”为市场之媒不靠谱,企业还需自力更生。

  
“中国制造”改变利润低、市场话语权弱的弱势生态,积极转型,就要在微笑曲线的两端下功夫,既要注重品牌、技术与创新,还要多渠道拓展营销链。其中,拓展海外市场是“中国制造”走出微笑曲线底端的关键步骤。
  
文章说,市场越大,企业赖以呼气的氧气就越充足,企业的生命力就越强。庞大的海外市场不断缩水,成为企业的生存瓶颈。要打破瓶颈,就要学会深度耕耘,打破旧市场的界限,开拓新的市场空间。企业被市场搅得焦头烂额,主要在于企业的市场过于狭窄。只有改变单一的市场方式,避免市场过于狭窄化,才有出路。
  
“中国制造”在营销方面的弱势表现在,渠道单一且过多依赖第三方。营销变革就需要建立国际营销网络,参与到全球贸易链条中,缩短贸易链。
  
“中国制造”可以自行在海外建立销售渠道,如建立商贸城、设立门店等。企业自营出口,不仅收回了分给中间商的那部分利润,其进出口退税还可以抵税。
  
同时,由于与海外市场近距离接触,也更有利于企业准确地把握当地消费者的消费文化。企业之间的竞争归根结底是对顾客的竞争,顾客已成为现代企业最重要的稀缺性资源。
  
然而,客户形形色色,由于性格、习惯以及生活环境的差异,他们对产品的需求五花八门,他们的行为无法预测。为了满足苛刻的客户需求,企业需接近客户。只有将自己浸淫于目标顾客的生活中,不断与他们进行互动沟通,才能真正了解他们的需求,并提供价格相当、价值匹配、服务满意的产品。
  
文章称,中小企业在海外单打独斗往往很难成大气候。在海外,“中国制造”可以继续发挥蚂蚁雄兵的力量,抱团建立海外营销渠道,如建立商贸城,仅温州企业在海外兴建的商贸城已有15家,目前有十几家商贸城已进入招商程序。
  
当然,拓展海外市场是来自渠道的转型,转型能否成功的关键因素还在于企业能否提供质量过硬、品牌叫响的产品。2013年以来,并不是所有企业的海外订单都在下滑,有不少知名企业的海外订单有反弹趋势,根本原因是他们的品牌知名度高,产品信誉好。
  
所以,拓展海外市场只是手段,能够提供高质量的产品,逐渐提高品牌知名度与美誉度,才能真正经受住不同国籍、语言、肤色及其文化的消费者的考验。(周德文)




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