10年前，在我国出口产品中，自有品牌所占比重不到10%，服装等产品大多是无牌出口或贴牌出口。由于在海外市场缺乏自有品牌，大部分中国企业只能赚取微薄的利润。10年奋进，这种情况正在发生历史性转变。记者日前从商务部了解到，目前我国拥有自有品牌的外贸企业约占外贸企业总数的20%，自有品牌产品出口额约占出口总额的11%。 

Ten years ago,In our export products,Own brand proportion less than 10%,Clothing and other products are mostly exported or no brand OEM export.Due to the lack of own brand in overseas markets,Most of the Chinese enterprises can only earn meager profit.10 years striving,This kind of situation is historic transformation.Reporter from the ministry of commerce has to know,At present our country has its own brand of foreign trade enterprise accounts for about 20% of the total number of foreign trade enterprises,Own brand products exports accounted for about 11% of the total amount of export. 

　　我国自有品牌出口发展迅速 

Our country export private brand developing rapidly 

　　据介绍，目前，自有品牌在我国汽车出口领域已经占据主导地位。2011年，奇瑞、吉利等前10大自有品牌企业共出口汽车67.3万辆，占我国汽车出口总量的79%。今年第十二届智利圣地亚哥国际车展上，奇瑞、长城、比亚迪等多家中国自主品牌车企集体亮相，引起了国际汽车界的广泛关注。据智利国家汽车协会统计，今年8月，中国长城汽车在智利销售已经超过大众、雷诺等国际知名品牌。 

According to introducing,At present,Own brand in our country automobile export sector has occupied the leading position.In 2011,,chery/Giovanni cobolli gigli before such as 10 own brand enterprise common export 673000 vehicles,China's automobile exports accounted for 79% of the total.This year the 12th Santiago, Chile international auto show,chery/The Great Wall/Byd, a number of other Chinese independent brand car enterprises collective appearance,Cause the extensive concern of the international automobile industry.According to the Chilean national automobile association,August,The Great Wall of China car sales have more than public in Chile/Renault and other international famous brand. 

　　不仅仅汽车行业，在大型机械装备、船舶、航空等出口领域，如今也到处可以看到自有品牌的身影。具有自主知识产权的大型集装箱船、深海钻井平台等出口至西方发达国家；国产飞机出口取得进展，截至目前，“新舟”系列飞机的国外订单和意向购买量累计达103架，已经交付43架。 

Not only the car industry,In the large mechanical equipment/ship/The aviation and so on export sector,Now everywhere can see the figure of own brand.With independent intellectual property rights of large container ship/Deep-sea drilling platform, and so on exports to western developed countries;Domestic aircraft export progress,So far,"xinzhou"Series aircraft foreign orders and intention purchases amounted to 103 frame,Already consign 43 frame. 

　　除了大型装备、飞机、油轮等高精尖产品，一些传统的劳动密集型产业也在自有品牌产品上不断取得新的突破。在我国最大的家具出口基地深圳，国际网络营销、设计尖端人才集聚等积极因素带动产业升级，为深圳家具向自有品牌出口转型创造了有利条件。当地出口家具产业开始摆脱“两头在外”的加工厂处境，产业链本地化取得了突破性进展。目前，深圳家具自有品牌出口已经超过加工贸易。 

In addition to large equipment/The plane/Tanker exquisite products, etc,Some traditional labor-intensive industries are also own brand products has made new breakthrough.In China's largest furniture export base in shenzhen,International network marketing/Design advanced talents converging and positive factors to promote industrial upgrading,For shenzhen furniture export transformation to own brand have created favorable conditions.The local export furniture industry began to get rid of"Two head out"Situation of plant,Localization industry chain has made breakthrough progress.At present,Shenzhen furniture own brand export has more than processing trade. 

　　今年10月，上千件来自欧洲老牌皮装强国意大利、土耳其名企制造的皮装，到浙江贴上中国制造的“凯阳”牌商标，在海宁皮革城销售。自此海宁凯阳服饰公司成为我国皮革行业第一家让欧洲名企代工的浙江民企。 

In October this year,Thousands of parts from the European old Italian leather apparel power/Turkey companies manufacturing leather outfit,To zhejiang affix made in China"KaiYang"brand,In haining leather city sales.Since then KaiYang haining clothing company become China's leather industry first a let Europe OEM companies of zhejiang corporation. 

　　外贸转型升级取得积极进展 

Foreign trade transformation and upgrade making headway 

　　自有品牌出口迅速发展的背后，是我国外贸转型升级取得的积极进展。近年来，伴随着我国外贸进出口总额不断增加，外贸转型升级的步伐也在不断加快。 

Own brand rapid development of export behind,Is our country foreign trade the transformation and upgrading of the positive progress.In recent years,Along with the our country foreign trade import and export amount increasing,The foreign trade of the transformation and upgrade of the step also to speed up. 

　　培育自有品牌出口，实施出口名牌战略，是贯彻落实科学发展观的必然要求，是转变外贸发展方式、提高外贸增长质量的重大举措。有关部门大力促进自有品牌产品出口。商务部与科技部、工业和信息化部、国家发展改革委等部委通力合作，认定各类示范基地。目前，已认定4批88个科技兴贸创新基地、12个汽车及零部件出口基地、12个船舶出口基地和59个外贸转型升级示范基地，通过政策引导、上下联动，提高了产业自主创新能力和国际竞争力，加速了自有品牌的发展。据商务部统计，2011年，仅外贸转型升级示范基地的自有品牌出口就达177亿美元，占外贸转型升级示范基地出口总额的42%。 

Cultivate own brand export,Implement export brand strategy,Is implementing the scientific concept of development is the inevitable requirement of,Is to change the way of foreign trade development/To improve the quality of foreign trade growth major move.The relevant departments to promote own brand products export.The ministry of commerce and the ministry of science and technology/Ministry of industry and information/The national development and reform commission and collaboration ministries and commissions,That all kinds of demonstration base.At present,Have identified four group of 88 a rejuvenating trade through science and technology innovation base/12 automobile and parts export base/12 ship export base and 59 foreign trade demonstration base of the transformation and upgrading,Through the policy guidance/Fluctuation linkage,To improve the industrial independent innovation capacity and international competitiveness,Accelerate the development of the private brand.According to the ministry of commerce statistics,In 2011,,Only the transformation and upgrading of the demonstration base of foreign trade has its own brand exports reached 17.7 billion us dollars,The transformation and upgrading of foreign trade demonstration base of 42% of the total amount of export. 

　　被誉为“中国第一展”的广交会，自第九十五届起设立专门的品牌展区，展示推介我国具有自主知识产权和高附加值的自有品牌产品。此后，广交会品牌展区规模不断扩大，今年的第一百一十一届广交会上自有品牌展区成交额已占当届总成交额的36.9%。 

Is regarded as"The first exhibit"Of Canton fair,Since the ninety-fifth up a special brand exhibition area,Exhibit recommendation our country with independent intellectual property rights and high value-added own brand products.Since then,The China export commodities fair brand exhibition area scale expands unceasingly,This year's one hundred and eleventh Canton fair on own brand exhibition area turnover has accounted for 36.9% of the total volume of business of the when. 

　　自有品牌产品的海外推广也在不断加强。2002年9月，首届中国名牌出口商品展览会在美国举行。该展会第一次集中了我国名牌出口商品，获得了中外参会人员的普遍好评，在美国各界引起轰动。截至目前，中国品牌商品展在美国和欧洲已分别举办了10届。今年7月，首届中国品牌商品非洲展在坦桑尼亚成功举办。 

Own brand products in overseas promotion also continuously strengthen.In September of 2002,The first Chinese famous-brand export commodity fair held in the United States.The exhibition first focused on the famous brand in our country export commodities,Chinese and foreign participants received widespread praise,In the United States from all walks of life make a splash.So far,China brand commodity exhibition in the United States and Europe has held the 10 respectively.July,The first Chinese brand goods in Tanzania Africa exhibition held successfully. 

　　自主创新和品牌战略让越来越多的外贸企业实现了从“生产”到“设计＋生产”、从“生产车间”到“企业总部”的转变。这一过程中，不少外贸企业逐渐掌握了市场的议价权和主动权。 

Independent innovation and brand strategy let more and more foreign trade enterprise realizes from"production"to"Design + production"/from"Production workshop"to"Enterprise headquarters"change.This process,Many foreign trade enterprise gradually mastered the market bargaining power and the initiative. 

　　“产业层次的提升实际是加工方式的转变。”商务部产业司副司长支陆逊介绍说，近年来，以广东、江苏等加工贸易大省为代表，我国加工贸易转型升级步伐加快，生产模式进一步优化，由单纯的代加工向代设计、代加工一体化和培育自有品牌转换。 

"The improvement of industrial gradation is actually change the way of processing."The ministry of commerce industry vice general director branch LiuXun said,In recent years,In guangdong/Jiangsu province, such as processing trade represented,Our country transformation and upgrading of processing trade to speed up the pace,Production mode further optimization,By the simple generation to generation processing design/The generation process integration and cultivate the own brand conversion. 

　　“我们最早进入美国市场是以贴牌为主，过去几年一直在做自有品牌推广，很早就在美国成立了销售公司，真正的大发展是从去年开始的。”第一百一十一届广交会上，格力海外销售公司助理总经理欧阳俊向记者表示，格力已在88个国家和地区进行了自有品牌布局，而今年起，更以美国市场为核心向周边国家辐射，加大了这种布局力度。欧阳俊认为，中国企业到了加快出口转型的阶段，在经济全球化背景下，企业最终的目标是向世界性企业转变，成为国际性公司。中国企业低成本出口的时期已过，转型在未来2年至3年内会更快地体现出来。 

"We are the first to enter the United States market is mainly OEM,In the past few years has been doing own brand promotion,Very early the sales company was established in the United States,The real big development from the start of the year."On the one hundred and eleventh Canton fair,Gree overseas sales company assistant general manager OuYangJun told reporters,Gree has set up a file in the 88 countries and regions on the own brand layout,And this year,More to the American market as the core to neighboring countries radiation,Increase the layout strength.OuYangJun think,Chinese enterprises to speed up the transformation of the export stage,Under the background of economic globalization,Enterprise is the final goal to worldwide enterprises to change,Become an international company.Chinese enterprises low-cost export time has passed,Transformation in the next two to three years will be reflected more quickly. 

　　“十二五”转型升级正当时 

"1025"The transformation and upgrading of just in time 

　　“转变我国外贸发展方式，最根本的就是要优化出口产品结构，提升外贸发展的质量和效益。”商务部外贸司司长王受文表示，“在出口商品结构方面，鼓励有自主知识产权和自有品牌的高新技术产品出口，我们出口商品的结构正在不断优化。”据了解，我国纺织品服装在全球市场上的份额由15%左右上升为目前的31%，增长了一倍。我国机电产品出口比重也大为提高，原占总出口额的45%左右，现已达59%以上。与此同时，“两高一资”产品出口则在下降，已由2005年的6.6%左右降为现在的5.5%左右。 

"China's foreign trade development mode change,The most fundamental is to optimizing export product structure,Improve the quality and efficiency of foreign trade development."The ministry of commerce foreign trade company priests WangShouWen said,"In the export commodity structure,Encourage have independent intellectual property rights and has its own brand of exports of high-tech products,We export commodity structure are constantly optimization."It is understood,China's textile and apparel in the global market share of 15% rise by 31% for the present,doubled.Our country mechanical and electrical products export proportion also rises greatly,The original account for about 45% of total exports,Now more than 59%.meanwhile,"Two higher information"Products export is on the decline,Already from 6.6% in 2005 to about 5.5% down now. 

　　近年来，中国外贸企业面临成本激增的挑战。高消耗、低附加值的传统外贸发展方式已经难以为继。培育自有品牌，增强外贸企业的国际竞争力，加快我国对外贸易转型升级正当其时。 

In recent years,China's foreign trade enterprises face the challenges of the surge in the cost.High consumption/Low value-added traditional foreign trade development mode has been difficult.Cultivate own brand,Enhance the international competitiveness of foreign trade enterprises,To speed up the transformation and upgrading of China's foreign trade to the frontlines. 

　　世界名牌的多寡是一个国家或地区经济实力的重要标志，我国企业争创世界名牌也是我国真正屹立于世界民族之林的历史使命。有关专家表示，没有品牌，企业制造的就只是产品这个硬件，而不是商品。品牌背后是品质、营销、技术含量等实力的较量。作为第一出口大国，我们正朝着由外贸大国到外贸强国的方向转变。在这一过程中，外贸企业发展自有品牌还需要付出进一步的努力。 

The amount of world famous brand is a country or region an important symbol of economic strength,China's enterprises strive for world famous brand in China is really stand towering in world nation community historical mission.Experts said,Without the brand,Enterprise manufacturing just product this hardware,Not the commodity.Brand is behind the quality/marketing/Technical content and strength of the contest.As the first exporter,We are in the foreign trade power to move in the direction of foreign powers.In this process,Foreign trade enterprise development own brand still need to pay further efforts. 

　　据了解，商务部下一步将支持和保护企业开展境外商标注册，培育国际知名品牌，提升传统优势产品的品牌价值；逐步形成质量、标准竞争新优势，同时巩固传统产品出口优势，提升劳动密集型产品质量和档次，支持企业开展产品设计、工艺创新、技术改造和品牌营销。 

It is understood,The ministry of commerce the next step will support and protection of the enterprise for the registration of a trademark,Cultivating international famous brand,Upgrade traditional advantage product brand value;Gradually formed quality/New standard competition advantage,At the same time, consolidate the traditional product export advantage,Ascension labor-intensive products quality and class,Support the enterprise to carry out the product design/Technology innovation/Technical renovation and brand marketing. 

　　“十二五”时期，我国将大力培育国际竞争新优势，实施技术、品牌、营销、服务带动出口战略和积极主动的进口战略，在巩固“中国制造”地位的同时，大力推进“中国创造”；在巩固“中国加工”地位的同时，重点推动“中国营销”。 

"1025"period,Our country will vigorously cultivate new international competition advantage,Implementation technology/brand/marketing/Service to promote the export strategy and actively import strategy,In the consolidated"Made in China"Status at the same time,To vigorously push forward the"Created in China";In the consolidated"China's processing"Status at the same time,Key to promote"China marketing".