According to Xinhua News Agency, the central parity of the RMB against the US dollar was reported at 6.6762 on November 30. On the previous trading day, it continued to decline by 62 basis points, a new low in a month.
China is a big exporter of ceramic sanitary ware products, and the fluctuation of exchange rate will naturally touch the nerves of sanitary ware export enterprises. For sanitary export enterprises, the appreciation of the renminbi, the exchange of dollars for the same price of products is getting less and less. In response to this problem, our reporter interviewed various sanitary export enterprises. The enterprises said that the export situation is mixed. Many companies admit that the appreciation of the renminbi and the rising of raw materials. They are under great pressure on exports. They also proposed their own countermeasures and future trends. view.
Some people are happy that some people’s depreciation of the euro also affects the export of sanitary ware.
Ma Yongping, the relevant person in charge of Tangshan Huida Group, said that the appreciation of the renminbi has a great impact on the Huida Group. Huida Group is an export-oriented enterprise with an export volume of over 50%. For exchange rate fluctuations, it will directly affect the benefits and profits of Huida Group. For example, if the exchange rate drops by 0.2 yuan, it will affect the sales revenue of more than 10 million yuan, or the amount of profit.
However, Huida Sanitary Ware has developed 152 new products such as special toilets, focusing on improving the technical content of products, carrying out technical research and speeding up product transformation and upgrading. The output value of new products reached 134 million yuan, accounting for 19.1% of the total output value. In the first three quarters of the year, Huida completed the export of foreign exchange earning US$72 million, a year-on-year increase of 25%. Since the beginning of this year, export orders have remained at full capacity, better than the same period last year. Both the number of orders and the amount of foreign exchange earned from exports increased compared with the same period last year.
Qiu Ruikai, general manager of Dulong Sanitary Ware, said that Dulong sanitary ware exports accounted for 70% of the company's sales. Since the appreciation of the renminbi, the export situation of sanitary ware enterprises during this period has been less optimistic. The export of most enterprises has been affected by the depreciation of the US dollar and the euro, the profits have declined, and the export volume of many enterprises has also dropped significantly.
However, in a short period of time, the export volume of Dulong Sanitary Ware is still in a relatively stable state. Because Dulong's products are cost-effective, they enjoy a high reputation overseas. In the United States alone, there are more than 1,000 supermarkets selling Dulong sanitary ware.
According to the head of the International Trade Department of Jiu Mu Group, in terms of quantity, Jiu Mu’s ceramic exports have increased much more than in previous years, but there are also some problems to be faced, such as anti-dumping, technical barriers, appreciation of the renminbi, rising seaborne prices, rising oil prices, and wages of workers. Problems such as rising raw materials have made it difficult for products to raise prices, and the price increase cannot be greatly increased, and product profits are reduced.
Qiu Ruikai said that the Irish government's financial situation has continued to deteriorate recently, and Irish government bonds have continued to fall, and the rate of return has continued to soar. Not only that, the tension in Ireland has also spread to other EU countries, such as Portugal, Italy and Spain. In this case, the euro fell sharply. For the export of sanitary ware enterprises, the depreciation of the euro directly leads to a significant drop in export profits. Dulong Sanitary Ware exports to Europe account for about one-third of its total exports. Therefore, for Dulong Sanitary Ware, the depreciation of the Euro is more serious than the depreciation of the US dollar.
Adjust product structure to increase product prices and establish independent brands to cope with RMB appreciation.
Gong Xiaokang, manager of the export department of Gao Di Sanitary Ware, believes that enterprises have to cross this level, there are several ways:
First, increase the export price of products.
If the price of the product is higher, the impact of exchange rate fluctuations on the company will be smaller. But this is the most compelling method, and raising prices will also lead to a decline in exports.
Second, the way to hedge the value of the hedge.
Many companies are now maintaining value through arbitrage. How to do it? That is, the company starts to use a single RMB to quote the price. If the price is quoted in RMB, the RMB will not change, and the unit price of the US dollar will follow the RMB. It will rise for a while, and the company will follow the promotion. But this is only an interval, the company can guarantee the customer a stable period of two months to a half month. Wait until the deadline has passed, and if the exchange rate changes significantly, then the company will adjust again. But for now, companies are still in a relatively passive position in this regard.
Third, research and development of new products, make some adjustments to the market.
This is the most fundamental way for enterprises to tide over the difficulties. If enterprises want to increase their market share, they need to develop products that others do not have, and ensure the uniqueness of the products to ensure a relatively high market share. Nowadays, the most important thing for enterprises is to develop new products and develop new markets. However, in this situation, it is more difficult to sell new products, which requires companies to sacrifice some shares in exchange for them. Because you used to make cheap products, you may be able to sell them very well. Now you can't sell them with expensive products. Therefore, you can only endure some of the market and sell high-end products with better quality, better design, better style and higher price.
As China's sanitary export giant Huida Group, they have already prepared for the impact of RMB appreciation.
Huida Group has been aware of the appreciation of the renminbi a few years ago, so it has actively carried out some countermeasures. Such as expanding the proportion of domestic sales, expanding the proportion of sales of independent brands in the export market, appropriately raising prices for products, making full use of national policies to reduce losses in export earnings, and so on.
For the adjustment of the exchange rate, Huida Group on the one hand to increase innovation, enhance the technological content and added value of products, to prepare and pave the way for higher product prices; on the other hand, use various international exhibitions, Canton Fair, e-commerce and other trades. Ways to open up the international market and increase the sales of Huida's own brands.
For the policy of exporting, Huida Group will mainly focus on expanding its own brands, while improving the technological content and added value of products, and maintaining a reasonable profit margin for export products.
Yigao Sanitary Ware has an international sales and domestic sales ratio of about half. In the face of the ever-changing situation in the international market, Yigao has already prepared for it. They are exporting overseas with Yigao's own brand and in many countries and regions such as Europe and America. Gradually establish supermarkets and specialty stores of Yigao brand.
Liang Baiqing, director of the Entry-Exit Inspection and Quarantine Bureau, proposed that to change the status quo of China's sanitary ware export, it is necessary to adjust the structure of export products, rely on innovation to enhance the technological content and added value of products, increase the export of some high value-added products, and reduce the export of low-priced products; The second is to establish independent brands and develop products and technologies with independent intellectual property rights, thereby increasing the competitiveness of responding to the crisis.
China is a big exporter of ceramic sanitary ware products, and the fluctuation of exchange rate will naturally touch the nerves of sanitary ware export enterprises. For sanitary export enterprises, the appreciation of the renminbi, the exchange of dollars for the same price of products is getting less and less. In response to this problem, our reporter interviewed various sanitary export enterprises. The enterprises said that the export situation is mixed. Many companies admit that the appreciation of the renminbi and the rising of raw materials. They are under great pressure on exports. They also proposed their own countermeasures and future trends. view.
Some people are happy that some people’s depreciation of the euro also affects the export of sanitary ware.
Ma Yongping, the relevant person in charge of Tangshan Huida Group, said that the appreciation of the renminbi has a great impact on the Huida Group. Huida Group is an export-oriented enterprise with an export volume of over 50%. For exchange rate fluctuations, it will directly affect the benefits and profits of Huida Group. For example, if the exchange rate drops by 0.2 yuan, it will affect the sales revenue of more than 10 million yuan, or the amount of profit.
However, Huida Sanitary Ware has developed 152 new products such as special toilets, focusing on improving the technical content of products, carrying out technical research and speeding up product transformation and upgrading. The output value of new products reached 134 million yuan, accounting for 19.1% of the total output value. In the first three quarters of the year, Huida completed the export of foreign exchange earning US$72 million, a year-on-year increase of 25%. Since the beginning of this year, export orders have remained at full capacity, better than the same period last year. Both the number of orders and the amount of foreign exchange earned from exports increased compared with the same period last year.
Qiu Ruikai, general manager of Dulong Sanitary Ware, said that Dulong sanitary ware exports accounted for 70% of the company's sales. Since the appreciation of the renminbi, the export situation of sanitary ware enterprises during this period has been less optimistic. The export of most enterprises has been affected by the depreciation of the US dollar and the euro, the profits have declined, and the export volume of many enterprises has also dropped significantly.
However, in a short period of time, the export volume of Dulong Sanitary Ware is still in a relatively stable state. Because Dulong's products are cost-effective, they enjoy a high reputation overseas. In the United States alone, there are more than 1,000 supermarkets selling Dulong sanitary ware.
According to the head of the International Trade Department of Jiu Mu Group, in terms of quantity, Jiu Mu’s ceramic exports have increased much more than in previous years, but there are also some problems to be faced, such as anti-dumping, technical barriers, appreciation of the renminbi, rising seaborne prices, rising oil prices, and wages of workers. Problems such as rising raw materials have made it difficult for products to raise prices, and the price increase cannot be greatly increased, and product profits are reduced.
Qiu Ruikai said that the Irish government's financial situation has continued to deteriorate recently, and Irish government bonds have continued to fall, and the rate of return has continued to soar. Not only that, the tension in Ireland has also spread to other EU countries, such as Portugal, Italy and Spain. In this case, the euro fell sharply. For the export of sanitary ware enterprises, the depreciation of the euro directly leads to a significant drop in export profits. Dulong Sanitary Ware exports to Europe account for about one-third of its total exports. Therefore, for Dulong Sanitary Ware, the depreciation of the Euro is more serious than the depreciation of the US dollar.
Adjust product structure to increase product prices and establish independent brands to cope with RMB appreciation.
Gong Xiaokang, manager of the export department of Gao Di Sanitary Ware, believes that enterprises have to cross this level, there are several ways:
First, increase the export price of products.
If the price of the product is higher, the impact of exchange rate fluctuations on the company will be smaller. But this is the most compelling method, and raising prices will also lead to a decline in exports.
Second, the way to hedge the value of the hedge.
Many companies are now maintaining value through arbitrage. How to do it? That is, the company starts to use a single RMB to quote the price. If the price is quoted in RMB, the RMB will not change, and the unit price of the US dollar will follow the RMB. It will rise for a while, and the company will follow the promotion. But this is only an interval, the company can guarantee the customer a stable period of two months to a half month. Wait until the deadline has passed, and if the exchange rate changes significantly, then the company will adjust again. But for now, companies are still in a relatively passive position in this regard.
Third, research and development of new products, make some adjustments to the market.
This is the most fundamental way for enterprises to tide over the difficulties. If enterprises want to increase their market share, they need to develop products that others do not have, and ensure the uniqueness of the products to ensure a relatively high market share. Nowadays, the most important thing for enterprises is to develop new products and develop new markets. However, in this situation, it is more difficult to sell new products, which requires companies to sacrifice some shares in exchange for them. Because you used to make cheap products, you may be able to sell them very well. Now you can't sell them with expensive products. Therefore, you can only endure some of the market and sell high-end products with better quality, better design, better style and higher price.
As China's sanitary export giant Huida Group, they have already prepared for the impact of RMB appreciation.
Huida Group has been aware of the appreciation of the renminbi a few years ago, so it has actively carried out some countermeasures. Such as expanding the proportion of domestic sales, expanding the proportion of sales of independent brands in the export market, appropriately raising prices for products, making full use of national policies to reduce losses in export earnings, and so on.
For the adjustment of the exchange rate, Huida Group on the one hand to increase innovation, enhance the technological content and added value of products, to prepare and pave the way for higher product prices; on the other hand, use various international exhibitions, Canton Fair, e-commerce and other trades. Ways to open up the international market and increase the sales of Huida's own brands.
For the policy of exporting, Huida Group will mainly focus on expanding its own brands, while improving the technological content and added value of products, and maintaining a reasonable profit margin for export products.
Yigao Sanitary Ware has an international sales and domestic sales ratio of about half. In the face of the ever-changing situation in the international market, Yigao has already prepared for it. They are exporting overseas with Yigao's own brand and in many countries and regions such as Europe and America. Gradually establish supermarkets and specialty stores of Yigao brand.
Liang Baiqing, director of the Entry-Exit Inspection and Quarantine Bureau, proposed that to change the status quo of China's sanitary ware export, it is necessary to adjust the structure of export products, rely on innovation to enhance the technological content and added value of products, increase the export of some high value-added products, and reduce the export of low-priced products; The second is to establish independent brands and develop products and technologies with independent intellectual property rights, thereby increasing the competitiveness of responding to the crisis.
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