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国人消费尴尬:海外淘回中国造 国内同款被嫌弃

2017-04-26 05:36:06   

五年前,当许丁旺第一次把自家工厂的出口产品放进国内的卖场时,销量可以用惨淡来形容。如今,每年50%的内销增长率,似乎见证了当初的坚持是值得的。

“出口”与“内销”品质的巨大落差,让中国消费者好不尴尬——千里迢迢“人肉快递”或“海淘”回来的海外大牌,一看标签,“中国制造”;一试质量,比国内买的强!

随着中国产业和消费升级来临,内外销产品 “同线同标同质”(即“三同”)被提上战略日程:要求企业在同一条生产线上,按照相同的标准生产出口和内销产品,使供应国内市场和供应国际市场的产品达到相同的质量水准。

如果实现“三同”,中国消费者就无需再到海外去购买中国制造的出口产品,但许丁旺的五年经历说明,这并非易事。

巨大的价差

许丁旺是巧儿宜(中国)有限公司华南区销售经理,该公司原本专门为英国品牌JOIE以及荷兰NUNA品牌代工,生产推车、安全座椅、餐椅及游戏床等婴幼童用品。

在2008年金融危机的影响下,欧美市场有所萎缩。2011年底,巧儿宜正式进入中国市场。

许丁旺发现,要在中国市场站稳脚跟,第一个要面对的挑战就是与国内市场同类型产品巨大的价差。他给第一财记者举了个例子,2011年底,该公司推出的一款0~4岁儿童使用的汽车安全座椅定价1480元,而国内的同类型产品全部集中在300~400元之间,连前者的零头都不到。

“当时的感觉是难以置信,怎么可能卖那么便宜?我们光材料的成本就占到价格的1/3了。”许丁旺说,“我们干脆把市场上同类型的国产安全座椅都买回来做撞击实验,发现全都不合格。撞击后有的座椅断裂,有的有碎片飞出,还有的整个底座直接分离了。”

中国儿童汽车安全座椅市场一度没有国家标准。图为汽车用儿童安全座椅进行撞击实验

东莞太达礼品商贸有限公司(下称“太达商贸”)市场部经理叶兴专对此也深有感触。太达商贸是港资企业美昌集团旗下公司,美昌主打现代化玩具,在东莞和韶关设有生产基地,主要生产按比例仿真制造的世界各知名车厂品牌的合金模型车,太达商贸则负责美驰图和比美高品牌车模产品在中国市场的销售。

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