告别单打独斗，“台州制造”溢价出海启示录

Core Viewpoint - Traditional enterprises in Zhejiang are exploring replicable experiences to escape low-price competition through brand building and collective international expansion [1][2]. Group 1: Industry Challenges - Zhejiang's small and medium-sized enterprises (SMEs) are facing growth bottlenecks as their traditional low-cost advantages diminish due to increasing market competition and rising consumer demands for quality and brand [1]. - Many industrial clusters in Zhejiang produce high-quality products but primarily serve as OEMs for international brands, leading to a situation of having products without brands and value without premium pricing [2]. Group 2: Brand Development Strategies - Taizhou, a manufacturing city in Zhejiang, is building a "brand + industry" ecosystem to seek brand-driven industrial upgrades [1]. - The establishment of regional public brands is seen as a key measure to address challenges such as rising labor costs and industrial chain migration, providing endorsement for SMEs lacking their own brands [1][9]. Group 3: Case Studies - The "Sanmen" brand of jackets has emerged as a successful example, with local companies avoiding price wars through public brand construction and establishing quality standards [3][5]. - Zhejiang Dixiang Clothing Co., a representative of the Sanmen jacket brand, has focused on quality control and gradually built brand recognition through local production capabilities [5][6]. Group 4: Market Positioning and Expansion - Companies are encouraged to focus on niche markets that align with their strengths, avoiding direct competition with high-end brands while targeting the broader consumer market [7]. - The transition from product export to brand export is crucial for companies like Xinglei Compressor Co., which aims to leverage new technologies to compete globally [8]. Group 5: Regional Brand Initiatives - The establishment of regional brands provides a feasible path for SMEs to enhance their value and competitiveness, with local governments implementing standards and management systems to support this initiative [9][10]. - The "Hehe履行" brand management system in Luqiao exemplifies efforts to ensure brand authority and reliability through strict entry and supervision mechanisms [10].