"Artisan spirit" can save China's manufacturing industry

In the era of customization, China's manufacturing industry must first ensure its own craftsmanship. Craftsmen are not mechanical repeaters on the assembly line, but workers with a spirit of precision manufacturing. Seiko's manufacturing represents an innovative design concept and a higher level of manufacturing. The world-renowned Swiss watches are polished to every part and every process, and are sold worldwide.

The newly released Chinese manufacturing PMI has an initial value of only 48.2, breaking the lowest value in 15 months. The data used to measure the development status of China's small and medium-sized manufacturing enterprises is a critical point in PMI50, and the record lows show that China's manufacturing industry is facing hollowness and the industrial crisis is serious. In fact, as early as 2014, China's manufacturing industry has already shown a crisis: the tide of bankruptcy has spread from the Pearl River Delta to the Yangtze River Delta, and a large number of manufacturing companies have closed down. The manufacturing situation in China is grim.

The domestic and foreign markets are shrinking and the manufacturing market is saturated.
Due to the low barriers to entry and the wide participation level of the low-end manufacturing industry, Chinese manufacturing enterprises have emerged in an endless stream for more than 30 years. The annual market share of manufactured products from domestic demand to external exports has been expanding. According to the survey, China's output of more than 200 products is currently ranked first in the world. However, with the continuous increase in industrial output value every year, manufacturing capacity and output have been significantly surplus, and supply has already far exceeded the expected market demand.

At the same time, China's consumption structure is constantly upgrading, and consumer habits have undergone earth-shaking changes. Simple functional products can no longer meet the needs of local consumers; innovative products with personalized and technological sense are increasingly being consumed. The favor of the person. The younger generation of "new consumers" will be more focused on "smart and stylish" products like Apple's mobile phones. Low-end popular manufacturing products are constantly being expelled from the market, and consumer demand has been functioning. Type and branding have changed to experience and participation, but most Chinese manufacturing companies have not kept up with the times.

In the case of shrinking external demand and insufficient domestic demand, the market for Chinese manufacturing has long been saturated, and the subsequent hollowing out of manufacturing has intensified.

Cost - income leverage imbalance cost advantage lost
For a long time, Chinese manufacturing industry has achieved the goal of rapidly expanding its market in a short period of time by relying on cheap production costs, and has formed a strong competitive advantage in the international market. But with China's rapid increase in production costs, China's competitive advantage in labor-intensive and resource-intensive areas is losing.

According to the report “The Big Move of Global Manufacturing Industry” published by the Boston Consulting Group recently, the production cost of China's manufacturing industry is close to that of the United States, and the gap in production costs has narrowed to 5%. In addition to the impact of exchange rate changes, this is mainly due to the continuous increase in labor costs and energy costs.

The data shows that the average labor cost of Chinese manufacturing products in 2003 was 22% lower than that of the United States. In 2008, the production cost advantage fell to only 5.5%. The cost of manufacturing in China is approaching the United States. Today, the average annual wage of Chinese workers has increased by 12% compared with ten years ago, and the gap with developed countries such as Europe and the United States has gradually narrowed. In addition, China's land prices have soared in the past decade, and the prices of various raw materials required for manufacturing have also soared. The various superimposed factors have greatly increased the cost of shipping Chinese-made products to various places, and the advantages of Chinese manufacturing are no longer there.

Brand premium expires
After the development of the manufacturing industry in the 1990s, after earning the first barrel of gold with the help of cost advantages and broad market, it also followed the European and American manufacturing enterprises, trying to get rid of the bottleneck of product homogenization, using the quality of consumers and Emotional appeal reshapes the brand and achieves a premium for the brand.

But for a long time, China's manufacturing industry has been lingering in the low-end market. Whether it is Gree, Haier, or China's tens of thousands of labeling products, China's manufacturing industry has not been able to achieve breakthroughs in the high-end field. The lack of craftsmanship in China's manufacturing industry has made China's manufacturing industry suffer from cheap and low-quality images. Products tagged with “Made in China” are difficult to create a brand premium from three aspects: demand and motivation cultivation, value and role shaping, habits and sense of belonging.

Counting China's manufacturing industry, no company can boast of Haikou like Coca-Cola: "Even if the factories around the world are turned into ashes overnight, as long as the Coca-Cola brand exists, it will soon be able to make a comeback." . Chinese brands are even rare in the international market.

Most of China's manufacturing companies rely on "small profits but quick turnover" to create value of benefits. It is difficult for brands to form a kind of realizable assets of enterprises, and it is difficult to escape bad luck in the face of unpredictable market environment.

China's manufacturing industry with abdomen back - the transfer of low-end manufacturing centers
Through the advantages of policy subsidies and low-cost investment, China has become the home of manufacturing migration in the United States and other Western countries; but with the deepening of China's domestic economic reforms, these low-cost advantages have ceased to exist, and foreign and local manufacturers have successively adopted enterprises. Migrating to the next manufacturing center - Southeast Asia.

In recent years, Southeast Asian countries have accelerated the process of trade liberalization and encouraged and supported the development of the manufacturing industry. In addition, Southeast Asian countries in the initial stage of industrialization have considerable advantages in terms of production factor prices and environmental load capacity, and these cheap production costs are the places where foreign investment is invested.

With the advantages of policies and current low-cost production factors, Southeast Asian countries have participated in the production of the world's manufacturing industries, severely weakening the competitive advantage in the Chinese manufacturing market and inciting China's status as a "world factory."

High-end manufacturing in Europe and the United States forces China's manufacturing industry to change
In addition, since the financial crisis, the “re-industrialization” advocated by European and American countries has brought new challenges to China's manufacturing industry, and the high-end manufacturing industry has become the trend of the times.

The US “return” of manufacturing has fully demonstrated this. The return of manufacturing industry not only refers to the relocation of the traditional manufacturing industry to the domestic, but the control of the dominant position of the strategic manufacturing industry. For a long time, the manufacturing industry accumulated by innovation, technology and brand elements is moving into a new field. High-end intelligence is one of the main directions.

As a manufacturing country with “manufacturing production”, China has achieved a breakthrough in the annual output value of 2 trillion US dollars, leading the scale and output value, but it is not as good as the US, Germany and Japan in real competitiveness. Big countries, as these countries move toward high-end manufacturing, the upgrading of China's existing manufacturing industry will also be attacked.

Today's Chinese manufacturing industry is difficult to cope with the competition challenges from low-cost countries, resulting in the outflow of the low-end manufacturing industry. On the other hand, it is difficult to compete with European and American countries in the high-end manufacturing field. In the case of being attacked by the abdomen, the development path of China's manufacturing industry has become increasingly difficult.

The real way out for China's manufacturing industry - the "artisan spirit" made in China
The manufacturing industry in the era of industrial revolution is one-size-fits-all, which has weakened the individual's individual needs. With the awakening of consumers' self-awareness, China is moving from large-scale industrial production to a customized era of excellence.

In the era of customization, China's manufacturing industry must first ensure its own craftsmanship. Craftsmen are not mechanical repeaters on the assembly line, but workers with a spirit of precision manufacturing. Companies with a life span of more than 200 years in the world have survived because of their craftsmanship and continuous production of products that are constantly improving. Seiko manufacturing represents an innovative design concept and a higher level of manufacturing. The world-renowned Swiss watch is polished in every part and every process, and it is the best in the world.

Only after the precision manufacturing, China's manufacturing industry has the spirit of practical craftsmanship to integrate China's unique cultural connotation and quality into the products, to form a reputation in the international market, to get rid of the image of the shoddy, and to obtain the brand in the future with quality. High premium capacity.

The arrival of the custom era
In addition, in the critical period of change in the era of consumption, manufacturing companies must firmly grasp the mainstream of consumption in the market. A new generation of consumers has fallen into a customized life since the day of birth. The pursuit of freedom and individual life has made them more and more privileged. The individuality and diversity of consumption have forced the current manufacturing enterprises. Have to make new adjustments in production methods to give way to consumers.

Manufacturing companies can fully incorporate this customized demand from consumers into their production. In the past, manufacturing companies neglected the market's individualized needs and worked hard. After the products entered the market, they relied on the promotion of the terminal to drive sales performance. Once the market evaluation error occurred, it would cause a lot of resources to be wasted. However, in the era of customization, manufacturers can completely put the choice of market sales in the hands of consumers, and process and produce according to their individual needs, and “reasonable and reasonable” to estimate the output, instead of “touching the stone. The river, the production method thus formed will alleviate the load-bearing load of the manufacturing enterprises, and can effectively avoid the unpredictable market risks.

Niche brand into fine
While manufacturing companies are moving towards a customized production and operation model, they must understand that their market segments are getting smaller, the target market will never be a large-scale crowd, and niche brands are becoming more and more The young generation of consumers are sought after.

The rise of the social economy has become another transformation opportunity for the manufacturing industry. These consumers with the same hobbies and common emotional needs are more willing to patronize small physical stores and purchase niche products that match their own tonality. The universal application of mobile Internet enables manufacturers thousands of miles away to reach the consumer, select social consumers with similar characteristics, develop personalized products, and operate niche brands. Entering the consumer market with a niche brand not only ensures the stability of the manufacturer's customers, but also stops the competition model of the manufacturer's price war, so that China's manufactured products have more premium initiative. (The author of this article: the first person of Chinese brand, CCTV brand consultant, famous brand strategy expert, founder of brand competitiveness school, founder of Huasheng Zhiye • Li Guangdou brand marketing agency.)

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