今年年初以来，受国际经济形势的不利影响，不少出口企业都遭遇了“寒流”，增速放缓，甚至有部分企业出现负增长，以机电产品出口为主的顺德遭遇到从所未有的困境。据顺德检验检疫数据显示，今年上半年，经检验出口机电产品共80435批，货值48.03亿美元，批次和货值同比均出现下跌，分别为-14.81%和-11.97%。然而，顺德音视频产品出口却实现了逆市大增长，形势喜人。据统计，今年上半年经顺德检验检疫局检验出口的音视频产品3.35亿，同比增长150.8%。

Since the beginning of this year,The international economic situation by the adverse effects,A lot of export enterprises have encountered"Cold snap",Slowdown in,There is even some enterprises appear negative growth,In mechanical and electrical products export primarily from shunde encounter have not some trouble.According to the shunde inspection and quarantine data display,In the first half of this year,The test of mechanical and electrical products export of 80435,The value of $4.803 billion,Batch and value year-on-year drop all appear,Respectively 14.81% and 11.97%.however,Shunde audio/video product export has realized the inverse city big growth,Gratifying situation.According to the statistics,In the first half of this year the shunde inspection and quarantine inspection export of audio and video products 335 million,Year-on-year growth of 150.8%.

　　顺德音视频产品出口现状

Shunde audio/video product export status

　　目前，顺德出口的音视频产品的生产企业大概有20家左右，出口企业中除2家生产电视机的企业规模较大外，其他都为中小型企业。出口产品主要有电视机、CD播放机、DVD播放机、音箱及音响器材等。

At present,Shunde export of audio and video products production enterprise is about 20 or so,The export enterprises in addition two production of large scale enterprise TV outside,Other for small and medium enterprises.Export products mainly have a television/CD player/DVD player/Speakers and audio equipment, etc.

　　近几年来，以液晶电视机等高新技术产品为代表的音视频产品出口都呈现较大的增幅，以今年上半年为例，液晶电视机出口176批，货值3658.6万美元，货值同比大幅增长263.2%。随着近几年来顺德音视频产品出口持续增长，音视频产品出口占顺德机电产品出口的比重在不断增加，产业规模迅速扩大，这同时也促进了顺德外贸增长方式的转变，逐渐开始形成具有高新技术特色的外向型产业集群。

In recent years,LCD TV in such high-tech products as a representative of audio/video product export has bigger amplitude,In the first half of this year, for example,Liquid crystal TV exports of 176,The value of $36.586 million,Value year-on-year growth of 263.2%.As in recent years shunde audio/video product export growth,Audio and video products exports shunde mechanical and electrical products exports growing,Industry has expanded rapidly,It can also promote the transformation of foreign trade growth mode, shunde,Gradually began to form a new and high technology characteristics of export-oriented industrial cluster.

　　目前，顺德地区出口的音视频产品主要输往美国、欧盟、香港、东南亚等其他国家。

At present,Shunde area export of audio and video products mainly export to the United States/The European Union/Hong Kong/Southeast Asia and other countries.

　　制约音视频产品出口的四大因素

Restrict audio/video product export of four factors

　　顺德检验检疫局相关专家分析，近年来顺德音视频出口呈现较好的发展态势，但国际经济仍然未走出阴霾，随着国内劳动力成本和人民币不断升值等不利因素的影响，顺德地区音视频出口企业要想在未来几年继续实现高幅度的增长，难度不小。目前，制约音视频产品出口持续高速发展的因素主要有以下几个方面：

Shunde inspection and quarantine related expert analysis,In recent years, shunde av export has a good development trend,But the international economy is still not come out of the haze,Along with the domestic labor cost and the renminbi from rising and the influence of unfavorable factors,Shunde area av export enterprise want to in the next few years continue to achieve high increase,Difficulty big.At present,Restrict audio/video product exports sustained high speed development the factor mainly to have the following several aspects:

　　1.出口附加值低。目前顺德地区具有核心竞争力的音视频产品还不多， 生产多集中在增值较少的装配环节，再加上出口产品的集中和单一，迫使很多企业只能采用降价的方式参与出口竞争，因此产品的附加值率低。

1. The export the low added value.Currently shunde areas have the core competitiveness of the audio and video products, there are few, Production and more focused on value-added less assembly link,Plus export product concentration and single,Forced many enterprise can use reduction means to participate in the export competition,So the added value of products rate is low.

　　2.企业开拓市场、创造市场的能力不强。顺德地区的音视频产品出口企业规模普遍较小，许多企业满足于为跨国公司做配套产品，缺乏开拓国际市场的动力。就从市场创造来讲，顺德地区的企业大部分都没有恰当的营销战略，国际营销能力不足，很难在国际市场上树立自己的品牌， 自然也就无法在激烈的市场竞争中站稳脚跟，取得长足发展。企业缺乏开辟新市场的能力，就只能在传统市场上互相竞争，甚至是恶意竞价。

2. Enterprise to expand the market/Create the market ability is not strong.Shunde area of audio and video products export enterprise scale is general and lesser,Many enterprises meet for multinational company in supporting products,Lack of developing international market power.From the market in terms of creation,Shunde area enterprise most of them without proper marketing strategy,The shortage of the capacity of international marketing,It is difficult to in the international market to set up own brand, Nature also cannot be in the fierce competition in the market gain a firm foothold,Achieved rapid development.Enterprise lack the ability to open up new markets,Can only in the traditional market competition with each other,Even malicious bidding.

　　3.企业自主创新能力弱，出口竞争力不强。顺德地区音视频产品出口竞争力不强，首先表现在中、低端产品整体供大于求，而高端产品和关键零部件严重依赖进口。可以说，顺德地区的音视频产品参与国际竞争，大部分仍然依靠的是价格优势，在国际贸易竞争方式日趋多样化的今天，价格优势逐渐减弱，企业是否能够在国际市场上长久立足乃至最终取胜，关键是看其是否拥有自主创新能力。众所周知，音视频产品行业最大的特征就是产品更新换代速度很快，如部分产品从研发、上市、成熟直至消亡的过程短的话可能只有三个月左右。而顺德的企业对自主创新的认识还不够深刻，往往把自己定位在生产型企业的位置，过分依赖于外来技术的支援，单纯靠购买国外的专利来赚取利润，企业没有活力，产品也没有自己的特色，因此 在国际市场上面对跨国公司的竞争时往往力不从心。

3. Enterprise independent innovation ability weak,Export competitiveness is not strong.Shunde area audio/video product export competitiveness is not strong,In the first performance/The low end product whole supply exceeds demand,And high-end products and key parts heavy reliance on import.Can say,Shunde area of audio and video products to participate in the international competition,Most still depends on the price advantage,In the international trade competition increasingly diversified way today,Price advantage gradually weakened,Enterprise whether can long foothold in the international market and eventually win,The key is to see if it has the ability of independent innovation.As is known to all,Audio and video products of the industry's biggest feature is upgrade of products quickly,As part of the product from research and development/listed/Mature and die process short word may only about three months.And shunde enterprise independent innovation to the understanding of the deep enough,Often are positioning themselves to have a voice in the position of the manufacturing enterprise,Excessive dependence on foreign technology support,Simply by buying foreign patent to make a profit,The enterprise did not vitality,Products also does not have their own characteristics,therefore In the international market in the face of the multinational company's competition often ability not equal to one's ambition.

　　4.贸易壁垒日益增多。顺德音视频产品出口对美国、欧盟等市场的过度依赖，加大了企业经营风险，增大了音视频产品出口发展的波动性和不稳定性。目前，音视频产品出口依然面临严峻的贸易壁垒， 尤为突出的是知识产权壁垒和技术性贸易壁垒。知识产权壁垒方面，以电视机为例，自2007年3月1日起，出口到美国市场的电视必须是数字电视，同时，13英寸以上的电视必须符合美国先进制式委员会(ATSC)标准的 技术规范。同时，欧盟的数字电视标准 DVB-T 的专利联盟也正在成立，并在 2007 年下半年开始出台类似 ATSC 的专利收费清单。高昂的专利费成为中国出口企业的沉重负担。技术性贸易壁垒方面，早在 2006 年 11 月初，国家质检总局发布公告，称美国将对音视频产品及其电源装置、数字电视适配器等多种产品分阶段实施能效法规。另外，从2009年11月20日起，欧盟继 WEEE、 RoHS 指令之后的另一项主要针对能耗的技术壁垒指令——：《确立能源相关产品生态设计要求的框架》（2009/125/EC）（简称ERP指令）实施。

4. Increasing trade barriers.Shunde audio/video product exports to the United States/The eu market, such as excessive dependence on,Increased the operating risk of an enterprise,Increases the audio and video products export development of volatility and instability.At present,Audio and video products export is still facing severe trade barriers, Especially intellectual property barriers and technical barriers to trade.Intellectual property rights in barriers,In television, for example,Since on March 1, 2007,Exports to the U.S. market television must be digital television,At the same time,13 inches above the television must comply with the United States advanced system committee(ATSC)standard Technical specifications.At the same time,The eu's digital TV standard DVB - T Patent alliance is also established,And in 2007 Years second half of the year begins to issued similar ATSC The patent fee list.High royalty become China's export enterprise of the heavy burden.Technical barriers to trade aspects,As early as in 2006 years 11 early,Aqsiq issued,Says the United States will be to audio and video products and power supply device/Digital television adapter and so on the many kinds of products stages efficiency regulations.In addition,From November 20, 2009 up,The European Union after WEEE/ RoHS Instruction after another major energy consumption for the technical barriers instruction --:[Establish energy related products ecological design requirements of the frame](2009/125 / EC)(Referred to as ERP instruction)implementation.

　　练内功 树品牌

Practice internal work Tree brand

　　促进音视频行业大发展

Promote the audio and video industry development

　　面对上述几个因素的制约，顺德检验检疫局工作人员建议，音视频产品出口企业应采取相应的措施，才能保证音视频产品出口的稳定可持续增长。

In the face of the above several factors restrict,Shunde inspection and quarantine staff Suggestions,Audio and video products export enterprises should take corresponding measures,To guarantee the stability of the audio and video product export sustainable growth.

　　1.应以技术创新力为核心，提高市场竞争力。从目前来看，顺德地区的音视频产品生产企业普遍都缺乏技术创新的能力，因此寻求与国外著名品牌的音视频产品生产企业的合作可能是一条捷径。近几年来，跨国公司研发机构向我国的加速进入，通过跟他们的合作，争取从代工企业由原厂委托加工（OEM）向原厂委托设计（ODM）进行转变升级。未来几年音视频产品生产企业中，谁能在技术创新中占得先机，那么他将会在市场竞争中占得先机，不思进取的企业可能会被逐渐淘汰出局。想当年如日中天的诺基亚公司，近几年来技术创新乏力，现今已徘徊在破产的边缘了。

1. Should with technology innovation as the core,To improve market competitiveness.It seems,Shunde area of audio and video products production enterprises generally lack the ability of technology innovation,Therefore to seek and foreign famous brand of audio and video products production enterprise cooperation may be a shortcut.In recent years,Multinational corporation r&d centers in China to accelerate into the,Through the cooperation with them,For foundry enterprise from the original processing(OEM)Entrusted to the original design(ODM)Changed upgrade.The next few years audio/video product production enterprises,Who can in technological innovation to get ahead,Then he will be in the market competition to get ahead,Without enterprise may be knocked out gradually.Think that year reigning nokia,In recent years, technology innovation,Today have the hovering on the brink.

　　2.加强质量控制，持续改善产品质量。质量是企业的生命，质量保证是企业的宗旨，是立足市场的基础，企业加强质量控制，持续改善产品质量，着力提升公司的核心竞争力，从而促进企业全面且持续的增长。

2. Strengthen quality control,Continuously improve product quality.Quality is the life of enterprise,Quality assurance is the tenet of enterprise,Is based on the basis of the market,Enterprises to strengthen quality control,Continuously improve product quality,To improve the company's core competitiveness,So as to promote enterprise overall and continuous growth.

　　3.积极推动自主品牌，获取更多的附加值。目前我国出口企业拥有自主品牌的不到20%，自主品牌的出口比例低于10%。长期为洋品牌“打工”尽管可以赢来不菲的外贸订单，但恶果却是赚取低廉的加工费，永远处于价值链的末端。据了解，顺德制造的DVD播放机每台的平均出口单价为20美元，一套电脑音箱的平均出口单价为1美元，出口价格如此之低，其中的关键就是缺少品牌的附加值。当然，推广自主品牌难度大，一开始很难获得国际市场认可。但是通过让利优惠、积极宣传、广泛参展、与国际品牌的合作等多种途径的艰苦努力，自主品牌仍然有可能攻克国际市场堡垒，占据一席之地。（本栏责任编辑   牛   颖）

3. Actively promote the independent brand,For more added value.At present our country export enterprise with independent brand of less than 20%,The independent brand export proportion less than 10%.For a long time for the brand"work"Although can win to buying foreign trade order,But evil consequence is earning low processing charges,Always in the end of the value chain.It is understood,Shunde manufacture DVD player per average export price of $20,A set of computer speakers average export price of $1,Export prices so low,The key is the lack of brand value.Of course,Promote the independent brand is difficult,It is difficult to obtain a began to international market recognition.But the profits through preferential/Positive publicity/Widely participation/And the international brand of cooperation and so on the many kinds of ways of hard work,The independent brand is still possible to conquer the international market fortress,Occupy a place.(This editor   cattle   clever)