主编：庄严 编导：李继锋 摄像：沈焱

editor:Solemn director:LiJiFeng camera:ShenYan

　　一、订单骤减，“圣诞”考验义务企业 a/Orders fell sharply,"Christmas"Test compulsory enterprise

　　作为外贸出口大国，圣诞订单一直被作为中国国内外贸出口的风向标。每年的1到3月份，都是国外客户为本年度的圣诞节下订单最密集的时候。但是今年春天，来自欧美的圣诞订单却姗姗来迟。很多企业都没有拿到圣诞订单，即使拿到了也是利润微薄。

As foreign trade export country,Christmas orders have been as China's domestic foreign trade export of wind vane.Every one to three months,Are foreign customers for this year's Christmas orders when most densely populated.But this year the spring,From Europe and America Christmas orders but be late.Many enterprises have to not get Christmas orders,Even get the profit is low.

　　义乌市福斯特工艺品公司是一家专门生产圣诞球的企业，公司销售经理郎武3月份只拿到订单计划产量的40%左右，而去年这个时候可能50%都快完成了。欧洲客户订单锐减，贸易商们也在观望，同时南美的部分客户因为价格谈不拢，也迟迟下不了订单。

Yiwu city foster handicraft is a company specializing in the production of Christmas ball enterprise,Company sales manager in March LangWu got only order plan about 40% of production,And this time last year 50% May be finished soon.European customer orders declined,Traders are also looking at the,At the same time, south of the part of the customers' because the price about not approach,Also can not the order.

　　来自秘鲁的丽丝与她的母亲跟福斯特公司合作已经十年了，她每年从义乌进口圣诞商品到秘鲁出售。丽丝说，来中国本来想多进一些去年卖得不错的产品，可是飞涨的价格让她有点难以接受。而公司工作人员许骁锋却告诉记者因为（美元兑人民币）汇率从去年的6.5变成6.1，增长了六点五个百分点，所以价格只能上调。

From Peru liss and her mother to foster company has ten years,She every year from yiwu import goods to sell Christmas Peru.Liz said,To come to China wanted to sell more than last year into some of the good product,But inflated price let her a bit difficult to accept.And the company staff told reporters XuXiaoFeng but because(Dollar against the yuan)Exchange rate from last year's 6.5 into 6.1,Increased by six point five percent,So prices only rise.

　　全球近90%的圣诞礼品产自中国，庞大的贸易额支撑着中国的圣诞礼品行业，然而在中小企业云集的采购平台上，阿里巴巴圣诞采购指数显示，对全球出口指数从2011年6月份开始进入下滑通道，今年春天，义务市圣诞礼品生产企业订单锐减10%——20%，部分企业圣诞订单少了一半。环球市场集团金华区经理翁昌景告诉记者，他们大部分的订单，到现在为止，只拿到前一年的30%、40%，而以往这个时候已经是50%、60%了。

Almost 90% of the world's Christmas gift made in China,The huge volume of trade supported China's Christmas gift industry,However, in the small and medium-sized enterprise gathered purchasing platform,Alibaba Christmas shopping index display,On the global export index from June 2011 to begin to enter glide path,This spring,Compulsory city Christmas gift production enterprise order cut by 10% - 20%,Part of the enterprise Christmas orders less half.Global market group jinhua area manager WengChangJing told reporters,Most of their order,So far,Only to last year's 30%/40%,Whereas the time is 50%/60%.

　　受国际市场消费疲软影响，截止到现在，福斯特公司的圣诞礼品订单总量减少了14%。公司销售经理郎舞介绍，面对国内人力资源成本和原材料成本的上升，他们不得不对产品提价8%，国外客商难以接受，谈判常常会陷入僵局。

By international market consumption weak influence,Up to now,Foster company's Christmas gift order to reduce the total 14%.Company sales manager lang dance is introduced,In the face of domestic human resources cost and raw material costs rise,They had to product price increase 8%,To accept foreign trader,Often the stalled negotiations.

　　二、招工困难，工厂迁址降低成本 two/Recruitment difficult,The factory moved to reduce the cost

　　除了订单减少外，福斯特公司还面临着一个难题，工人不够用。每年八九月份，是圣诞用品出货的尾声。欧美的客商每天催货不断，大批圣诞用品却堆在车间里，等待最后的包装，而包装生产线工人缺口达50名。

In addition to order to reduce external,Foster the company also faced with a difficult problem,Workers with enough.Each year in September 8,Is Christmas supplies the end of shipment.European and American customers every expediting constantly,A large number of Christmas items but pile in the workshop,And wait for the final packaging,And packaging production line workers notch up to 50.

　　福斯特公司生产部经理李小平每天早上7点都会准时出发，到两公里外的几个“马路民工市场”去找工人。在义乌，由于许多小工厂养不起长期工，工厂人手紧张时，企业一般就会去马路边上的民工市场招短工。结算方式不再是过去的按件计资，而是以小时计资。李小平想招几个长期工，计件计算工资，并开出了当晚结算工资时另加25%奖励的优厚条件，而农民工向记者透露，计件工资算起来不如计时工资赚得多，所以他们都更愿意打短工。李小平辗转了三个民工市场，招到了四个年轻的女工，但没过多久，工人们又嫌价钱低，纷纷下了车。

Foster company production manager LiXiaoPing every morning 7 o 'clock will set out on time,To two kilometers a few"Road migrant workers market"To find workers.In yiwu,Because many small factory couldn't afford to keep long-term work,The factory hands nervous,Enterprise general will go on the side of the road migrant workers market for short.Settlement way is no longer the past by a meter endowment,But as a hour meter endowment.LiXiaoPing want to recruit several long-term work,Piece computational salary,And offer the settlement pay plus 25% reward of the favourable conditions,While migrant workers has revealed,Incentive wage well as hourly wage gains more,So they are more willing to engage in a temporary job.LiXiaoPing toss three migrant workers market,Recruit to the four young lady,But it wasn't long before,The workers and too low price,Have the car.

　　工人没有招到，而每天办公室催货的电话和邮件，却是一个比一个急切。福斯特工艺品公司业务员潘华伟告诉记者，一般催货的电话一天都有3、4个。

The workers had no recruit,And every office expediting telephone and E-mail,It is a more than a eager.Foster handicraft company salesman PanHuaWei told reporters,General expediting telephone day there are 3/four.

　　从上百人的一条生产线到现在只有三四十个人，福斯特的圣诞生意维持的越来越艰难。浙江省人大对今年上半年浙江省经济运行情况调研的数据显示：今年上半年浙江出口企业经营效益下滑、生产经营综合成本提高，订单进一步减少，减产、停产现象增多，仅温州一地就有六成规模企业减产或停产。外需不振和用工成本的一再提升，让圣诞订单这个大产业变得如同鸡肋，食之无味弃之可惜，众多出口企业正咬紧牙关想办法，希望渡过难关。

Hundreds of people from a production line to now only 40 people,Foster's Christmas business to maintain more and more difficult.Zhejiang province National People's Congress of zhejiang province for the first half of this year the situation of economic operation of research data show:In the first half of this year zhejiang export enterprise management benefit decline/The production and business operation to improve comprehensive cost,Order further reduce,production/Halts increase,Wenzhou only a sixty percent reduction of, or scale enterprise production.Overseas market demand and labor cost of ascension again and again,Let Christmas orders the big industry become like chicken ribs,Tasteless abandon a pity,Many export companies are trying to bite the bullet,Hope that through.

　　与福斯特公司形成对比的是，义乌市扬航工艺品公司的圣诞订单，却在逆势中增长了不少。

And foster company by contrast,Yiwu city Yang navigation handicraft company's Christmas orders,But in the contrarian increased a lot.

　　刚进入四月，扬航工艺品公司就拿到三个订单，已经占到去年全年产量的三分之二。经理楼鲁辉向记者透露，公司有一个客户是反季节销售的订单，在2011年底的时候就已经下单，然后公司的一些老客户供应商在今年的三月份的时候也传来订单，这样公司一年都有事情做。

Just enter the April,Yang navigation handicraft company will get three orders,Has accounted for two-thirds of the production of last year.The manager LouLuHui has revealed,The company have a customer is out of season sales orders,In the end of 2011 when already order,Then the company some old customers suppliers in this year's march time also came the order,This company year have things to do.

　　今年9月初，楼总决定离开义务，将厂址搬到用工成本更低、可以满足更大生产规模的衢州。而在浙江省衢州市的开化县，记者还遇到了另外一家圣诞礼品生产企业，义乌市海鹏工艺品公司，他们去年年初就已经把生产线搬到了这里。浙江海鹏工艺品公司总经理黄以俊告诉记者，这几年他们一直受制于成本提高，现在搬到衢州市。1000平米的厂房，年租金才4万，比义乌便宜十五万左右。他的投资1500万，集办公、研发、生产于一体的综合大楼正在建设中，预计明年会投入使用。现在十几家企业正在陆续准备搬过来，这里正在行成一个新的圣诞礼品产业集群。而公司在这里需要支付给民工每天十小时工作的月工资只需要一千块钱左右。

In early September this year,Building total decided to leave obligation,The site will move to lower labor costs/Can satisfy more production scale of quzhou.And in zhejiang province of QuZhouShi kaihua,The reporter still is met another Christmas gift production enterprise,Yiwu city sea peng handicraft company,At the beginning of last year they had moved to the production line here.Zhejiang sea peng handicraft company general manager yellow to jun told reporters,Over the past few years they have been subject to improve cost,Now move to QuZhouShi.1000 square meters workshop,Yearly rent only 40000,Yiwu cheaper than about one hundred and fifty thousand.His investment of 15 million,Set office/r&d/The production in a body comprehensive building is under construction,Is expected next year will put into use.Now more than ten companies are ready to move come in succession,Here are line into a new Christmas gift industry cluster.And the company pay migrant workers here work ten hours every day the monthly wages only need one thousand yuan.

　　三、开发国内市场，拓展企业销售渠道 three/Development domestic market,Expand enterprise sales channels

　　搬迁之后，楼鲁辉的生产成本确实降低了不少，但是今年整个欧洲订单减少了三分之一，而他的生意却没有受到影响。楼鲁辉告诉记者，今年他们主要靠国内市场弥补了订单缺口。楼鲁辉介绍，以前，他们的圣诞用品出口比例高达70%。今年内销的份额达到了50%。目前，虽然外销生产接近尾声，但内销的订单接踵而至。最近，他们正在上马新的生产线，扩大生产量。担心生产跟不上，楼鲁辉每天都要和新厂区的厂长沟通一下，安排机器布置和员工。

After removal,LouLuHui production cost reduced a lot indeed,But this year the European orders dropped by a third,And his business but have not affected.LouLuHui told reporters,This year they depend mainly on the domestic market to make up for the order gap.LouLuHui introduced,before,Their Christmas products export ratio as high as 70%.This year the sale in domestic market share reached 50%.At present,Although the export production near the end,But domestic sale order follow.recently,They are the new production line,Expand production.Worry about production fails to keep up with,LouLuHui every day and new factory director communicate,Arrange machine layout and employees.

　　楼鲁辉介绍，搬了新厂区以后，公司的生产和销售会进行一种分离，自己就可以专注于销售，然后生产这边也有专业的人士来打造。所以他们只是把厂区从义务搬到了劳动力成本更低的衢州，但是把销售中心，产品展示区，以及创意设计团队搬到了义乌创新园区。

LouLuHui introduced,Move the new factory later,The company's production and sales will be a separation,His can focus on sales,Then the production side also has professional personage to build.So they just put the factory from obligation moved to lower labor costs, quzhou,But the sales center,Product exhibit,And creative design team moved to yiwu innovation park.

　　在义乌市创新园区，扬航工艺品公司拥有楼上800平米的产品打样与开发车间，以及楼下的展示区和电子商务区。在楼下，产品组装后可以在摄影棚进行摄影，还有产品陈列室，样品展示区，办公区里负责淘宝等一些电子商务业务。楼鲁辉准备借助购物网站，打造一个网上销售的电子商务平台，拓展国内圣诞市场。楼鲁辉说，自己的一个员工之前在公司做销售主管，后来自己下海来做电子商务，前年网上销售圣诞礼品，一季赚了17万。公司现在计划10-15个人专门从事电子商务的开发和销售，在招工的时候更看重应聘者的工作热情和对网络的熟悉程度。

In yiwu city innovation park,Yang navigation handicraft company has 800 square meters upstairs products proofing and development workshop,And downstairs exhibit and electronic business district.downstairs,After the product assembly in photography studio,There are showroom,Samples exhibit,The office is responsible for taobao and other e-commerce business.LouLuHui preparation with shopping website,Create an online sales of electronic business platform,Expanding the domestic Christmas market.LouLuHui said,Own a employee in the company do sales executive,Then the sea to do electronic business,The year before last online sales Christmas gift,One season made 170000.The company now plans to 10-15 people specialized in electronic business development and sales,In the recruitment of candidates more important work enthusiasm and network familiar degree.

　　除了一心打开国内市场，楼鲁辉也并没有放弃国际市场。去年，楼鲁辉夫妇俩去欧洲考察圣诞商品的市场。当他们在欧洲的超市亲眼看到自己生产的产品时，大吃了一惊。楼鲁辉夫妇发现自己30美金卖给批发商的圣诞树，在欧洲竟然卖到了129欧元一棵。从欧洲考察回来后，楼鲁辉一直盘算着，在欧洲也开一家自己的圣诞用品商店。楼鲁辉认为，有公司、有展厅在欧洲，利润高了是一个方面，还能源源不断地吸引那里的订单，并且更能把握当地人的消费潮流，指导国内的生产。楼鲁辉认为，这样就可以有条不紊的来安排每一天的生产进度，和生产计划，企业不应该坐等订单，这样很辛苦。

In addition to open the domestic market with all my heart,LouLuHui did not give up the international market.Last year,LouLuHui the couple go to Europe on Christmas goods market.When they were in the European supermarkets see their production of products,A surprise.LouLuHui couples find themselves $30 sell wholesalers Christmas tree,In Europe was sold to 129 euros a tree.Come back from a European investigation,LouLuHui have been contemplating,In Europe, open a their own Christmas shop.LouLuHui think,The company/A gallery in Europe,Steep profits is an aspect,Still can constantly attract there order,And more can grasp the local consumption trend,Guiding domestic production.LouLuHui think,This will in an orderly way to arrange production schedule every day,And production plan,Enterprise should not wait for order,It's hard.

　　最近，楼鲁辉在德国法兰克福的分公司即将开始运行，已经发过去第一批货物。楼鲁辉对明年春天的欧洲订单充满了期待。

recently,LouLuHui in Frankfurt, Germany, the branch is about to begin operation,Has been sent in the past the first batch of goods.LouLuHui next spring to the European orders have a lot to look forward to.

　　四、转型升级，中国制造谋求新出路 four/Transformation and upgrading of,Made in China seeking new way out

　　同样是圣诞成绩单，有人欢喜有人忧，如何在困境中摸索成长将是所有外贸企业共同面对的命题。海关总署公布数据显示，1~7月，我国加工贸易出口额出口4856.7亿美元，增长4.4%，外需持续疲软使得当前的进出口压力倍增，三四月份双双下降，7月出口同比增幅仅1%，下周一，海关总署将发布8月份进出口数据，但业内预计，8月数据仍难乐观，出口或现负增长。从目前的外部需求来看，出口下滑恐怕不是一个短期的趋势。不少企业也逐渐认识到，坐在办公室里等订单，是很被动的销售模式，最终是要被淘汰的。

Christmas is also a report card,Someone glad someone sorrow,How to in the soup grope for growth will be all foreign trade enterprise common face proposition.The general administration of customs figures show,1 ~ 7 months,Chinese processing trade exports export $485.67 billion,Growth of 4.4%,Overseas market demand remains weak makes the current import and export pressure multiplier,Three April both down,July export the year-on-year growth rate only 1%,Next Monday,The customs general administration will issue the import and export data in August,But the industry is expected to,August data is still difficult to optimistic,Export or now negative growth.From the current external demand to see,I'm afraid the export decline is not a short-term trend.Many enterprises also gradually realized,Sitting in the office, and other orders,Is very passive sales model,Finally is to be washed out.

　　义乌市圣诞用品行业协会秘书长陈金林告诉记者，义务很多企业联合在一起计划在海外包括美国开一个大的超市，现在已经有几家企业到德国去开圣诞用品的大超市了，这个应该是成为未来的一个趋势。

Yiwu Christmas supplies industry association secretary general ChenJinLin told reporters,Compulsory many enterprise joint together plan in overseas, including the United States to open a big supermarket,Now there are several companies to Germany to open Christmas supplies the big supermarket,This should be is to become a trend in the future.

　　义乌市市委书记黄志平介绍，在义乌市有6万多家商户，当地政府看到了电子商务在推动企业出口中的作用，他们正在投巨资打造国际电子商务城，目标是要让90%的商铺在经营实体店铺的时候，同时可以进行网上销售。黄志平还告诉记者“十二五”期间要投1800亿，做和这个命题相关联的投资，

Yiwu municipal party committee secretary HuangZhiPing is introduced,In yiwu city more than 60000 merchants,The local government saw the electronic commerce in promoting the role of enterprises to export,They are invested a huge sum of money make international electronic commerce city,Goal is to make 90% of shops in the business entity shop,At the same time can be online sales.HuangZhiPing also told reporters"1025"To throw during 180 billion,Do this proposition and related investment,

　　另外，黄志平还认为，企业在遇到困难的时候，除了政府的政策扶持以外，也需要企业主动转换经营思路。企业要转型升级，企业家的头脑要转型，通过创意设计，通过团队的努力，让科技的元素进去，让利润再上来。

In addition,HuangZhiPing also believe that,Enterprise in the face of a difficult time,In addition to the government's policy support outside,Also need to enterprise active conversion business ideas.Enterprise to the transformation and upgrading,Entrepreneur's mind to transformation,Through the creative design,Through the efforts of the team,Make science and technology elements in,Let your profits up.

　　在外贸出口寒流困局中，企业也在努力寻求开发新技术，降低成本的办法。在义乌市的圣诞用品专业市场，樊秋仙所在的浙江义乌埃达工艺品公司，采用印刷新技术替代过去的手工贴纸技术，加工圣诞彩球，采用新技术加工出来的圣诞球，整个球面显得光洁圆润，解决了画面粗糙的老问题，取得意想不到的市场效果，颇受国内外客商的欢迎。并且在采用新技术后，用料没有太大的变化，但节约了大量的人工成本。樊秋仙告诉记者，基本上可以省掉60%的成本，只剩30%的人工。

In foreign trade export cold snap in dilemma,Enterprises are also trying to seek the development of new technology,Reduce the cost method.In yiwu Christmas supplies professional market,FanQiuXian in zhejiang yiwu edda handicraft company,The printing new technology replace the past manual sticker technology,Processing Christmas balls,To adopt new technology processing out Christmas ball,The spherical surface is bright and clean and fruity,To solve the rough picture of the old problems,Get unexpected market effect,Popular with domestic and foreign merchants welcome.And in the use of new technology,Materials do not have too big change,But to save a lot of labor cost.FanQiuXian told reporters,Basically can dispense with 60% of the costs,Only 30% of the artificial.

　　“2012年中国对外贸易民营500强企业论坛”会议在义乌召开，各路专家为中国民营外贸企业把脉开方。中国人民大学国际货币研究所副所长向松祚认为，欧美市场的不景气迫使一些外贸出口企业加快转型速度，低质低价赚微薄加工费的年代正逐渐远去。在国际市场需求不振的情况下，改用新技术降低成本，打造商务平台拓宽国内销售渠道的思路都非常可取。向松祚分析，圣诞订单以往只赚订单不赚钱，这样的现状说明中国的圣诞礼品企业多年来一直处在产业链的末端，一旦外部环境发生变化，几乎没有抵御风险的能力。怎么转型，如何在困境中摸索成长，是所有外贸企业共同面对的命题。向松祚认为，欧债危机倒是为中国的企业升级转型提供了一个契机。

"In 2012, the Chinese foreign trade private 500 strong enterprise BBS"The meeting held in yiwu,Experts for China's private foreign trade enterprise pulse root.China people's university international monetary deputy director of the institute to loose elementary think,Europe and the United States market recession forced some foreign trade export enterprises to speed up the transformation speed,Inferior low price to make low process cost of s is gradually far away.In the international market demand spot cases,A change to a new technology to reduce cost,Make business platform development domestic sales channel ideas are very desirable.Elementary analysis to loose,Christmas orders used to only make order not to make money,Such a situation that China's Christmas gift enterprise for many years has been at the end of the industry chain,Once the external environment change,Almost no to resist the ability of the risk.How to transformation,How to in the soup grope grow,Foreign trade enterprises face is all common proposition.To loose elementary think,The debt crisis is for Chinese enterprises to upgrade transformation provides a chance.

　　生产成本低廉成为中国经济快速增长的重要条件，然而在经过了30年的高速发展之后，人口红利正逐渐消失，用工成本一再上升。靠赚取微薄利润的圣诞订单连年出现萎靡状态，正是目前中国制造业困境的典型案例。这提醒着中国的制造业已经到了不得不产业升级的十字路口，然而接国外订单虽然始终处在产业链的底端，但是没有品牌、市场的压力，几十年简单加工的思维惯性让很多企业失去了自主谋生的能力。在眼下用工成本一再提升、世界经济形势一再低迷的背景下，很多企业就像温水里的青蛙，失去了弹跳能力。事实上，我们看到在经过集腋成裘的积累之后，相当一部分企业已经有了足够的经济实力进行升级换代。圣诞订单的低迷已经在倒逼企业，只有加紧产业升级，主动找市场、闯市场，未来的中国制造业才能找到出路。

The production cost is low become China's rapid economic growth an important condition,But after 30 years after high speed development,Demographic dividend is gradually disappear,Labor costs rise again and again.By earning low profit Christmas orders in successive years appear sag state,It is China's manufacturing difficulties of the typical case.This remind China's manufacturing industry has come to the crossroads of industrial upgrading,However after foreign order although always at the bottom of the industry chain,But without the brand/Market pressure,Decades of simple processing thinking inertia let many enterprise lost the ability of independent living.In the labor cost ascension again and again/The world economic situation under the background of low again and again,Many enterprises like warm water frog,Lost the ability to bounce.In fact,We see after the accumulation of many a little makes a mickle after,Quite a number of enterprise have the enough economic power of upgrading.Christmas orders of the downturn has been in DaoBi enterprise,Only intensify industrial upgrading,Actively looking for market/Rush market,The future of China's manufacturing industry to find a way out.