Chapter 15 Go forward, go backward?

"The completion of the domestic color TV sales task in recent years is a bit pending." Wang Dawei said to himself.Secretary Xiao Chen has just sent the 2007 procurement plan and order quantity reported by several major domestic appliance chain enterprises.Wang Dawei thought to himself, these home appliance chain companies are really cunning, they only placed such a small order, and they lowered our prices so low. Wang Dawei is the vice president of marketing of Hongfei Company in China. A few years ago, Sun Gang, the CEO of the company, felt that Wang Dawei's work and business ability was relatively strong, and at the same time he reserved follow-up talents for the company.So Wang Dawei was sent to the China Europe School of Business Administration to study for an MBA.Three years ago, when Wang Dawei returned from graduation, Sun Wei, CEO of the company, appointed him as the marketing director of the company. Wang Dawei lived up to the high expectations and insisted on the strategy of "grasping with both hands and being tough with both hands", while focusing on both domestic and international markets.In China, due to the construction of a new socialist countryside advocated by the state, Hongfei's traditional CRT color TVs have brought good sales performance, and the company's mid-to-high-end plasma color TVs are also selling well.In the international market, due to the price advantage, several major home appliance chain companies in Europe and the United States have extended olive branches, and the export business of the color TV industry has increased sharply. In recent years, it has maintained a growth rate of more than 60% every year. Last year, the color TV export ratio The year before last was an increase of 138%.

The day before yesterday, Wang Dawei received a fax and e-mail from the company's subsidiary in the United States. The top several color TV manufacturers in China have filed anti-dumping complaints, and the US Trade Commission has made a positive preliminary ruling.The importance of the American market to Hongfei Company is extraordinary, and there is no doubt about it. For the past two days, Wang Dawei has been worrying about this matter.Anti-dumping seems to be a long-term job. The board of directors will conduct performance appraisal on itself every year, which is closely related to its own stock options. The sales task in 2007 still needs to be completed, what should I do?After a few days of deep thinking, Wang Dawei felt that it is still necessary to do a good job in domestic articles. On the one hand, it is easier to achieve results in the short term and his own tasks are easy to complete; second, after all, it is fighting in the country, and the company has accumulated rich experience in the local market.Another point, after all, there are more than 1 billion people in China, and the market is huge, and I have "good personal relationships" with the senior management of several major home appliance chain companies, so it shouldn't be a big problem to ask them to support me.

Wang Dawei decided to hold a meeting of customers and dealers at this time to see how the orders placed by dealers, especially the major domestic appliance chain companies in 2007 were? Wang Dawei was really surprised by the order volume of the top five domestic home appliance chain retailers brought by Secretary Chen just now: the order volume is not only small, but also the price has dropped significantly compared to 2006.It can be said that "there are no eternal friends, nor eternal enemies, only eternal interests" in the market. Are you focusing too much on your own personal interests?Wang Dawei came back to his senses and thought about it, is he really selfish?From the perspective of the company's long-term interests, it is an inevitable trend to explore the international market. If you don't deal with the anti-dumping lawsuit, the sales channels and home appliance chain distributors you have worked hard to build in the United States for several years will be in vain. There are so many goods in the US branch and the company's warehouse are ready to "ready to go".

Wang Dawei was lost in thought when the door was knocked open.Guo De, the general manager of the overseas business department, came in with a look of excitement, holding several faxes in his hand.When Guo De saw Wang Dawei, he said angrily: "There are black hands behind the U.S. anti-dumping lawsuit. Japan's Xia Matsu, Yosan, and Nisso have provided the applicant with all-out information, data, and technology. However, on the one hand, these Japanese companies provide substantial support for the complainant, and on the other hand, they have repeatedly stated to the Chinese government and the color TV industry that they have nothing to do with the case, and they have even repeatedly stated that they do not support the complainant. You can see " Reports from The Wall Street Journal.”

"By the way, this is a letter of proposal sent by Huada Company to several of us to jointly respond to the lawsuit. This letter of proposal has been sent to companies including Hongfei Company, Huada Company, Yuankong Company, Xinhai Company, and Jiachang Company. Wait for the top few color TV giants in China." "On the one hand, they are unwilling to lose the huge market of China, and on the other hand, they hope that China will lose the lawsuit so that Japanese products can enter the US market," wrote "US Wall Street".Seeing the excited Guo De, Wang Dawei said: "Mr. Guo, calm down first, the sky is falling, and I, Old Wang, will support it." Wang Dawei's smile was obviously not easy.

"Going abroad resolutely and letting more 'Made in China' logos be more conspicuously posted on every excellent product in the world will always be our common goal. As a leader in the domestic color TV industry, whether it is from industrial development From the perspective of national morality, we must unite and hire world-renowned law firms, accounting firms, and public relations lobbying teams to respond to this anti-dumping lawsuit and strive for everyone to win this anti-dumping lawsuit.!" Wang Dawei looked at the passionate and generous Mr. Guo and thought to himself that he also thought so. Chinese brands can gain a firm foothold in the European and American markets. China has its own world-class brands. In recent years, China's manufacturing Smaller companies often encounter anti-dumping lawsuits from foreign competitors, as well as investigations into Chinese sales of cheap products into these markets.Chinese companies have suffered huge losses. As a supporter of a national industry, I really hope that Chinese brands will not suffer such discrimination and investigation.

Wang Dawei felt that the anti-dumping lawsuits the company is currently facing and the sales of major domestic customers must hold a meeting with the department heads to discuss it. After thinking about it, Wang Dawei ordered: "Xiao Chen, the directors of each department will come to the conference room for a meeting at 2 o'clock in the afternoon the day after tomorrow. , mainly discussing the company’s anti-dumping lawsuits and sales to major domestic customers. By the way, please inform the legal department and let them prepare to study relevant legal clauses and cases related to anti-dumping lawsuits.”

Wang Dawei walked up and down the office, looking at the views of other color TV companies on the joint response to the lawsuit, and planned to communicate with the bosses of other color TV companies.Thinking of this, he first dialed Zhang Jun, the boss of Yuankong Company, the leader in the domestic color TV industry. "Hello, Mr. Zhang? I'm Wang Dawei from Hongfei Company. How are you doing? Have you seen the anti-dumping lawsuit against us by Wuhe Subsidiary of the United States?" Wang Dawei asked him tentatively. "Mr. Wang, it's okay recently. I have seen the anti-dumping lawsuit against us by the Wuhe subsidiary in the United States. The legal department and our law firm are studying countermeasures. You must also agree with Huada's proposal. You see, I think we should communicate, and we should come together to come up with an idea on this matter."

"I think the same as you. Mr. Zhao, Mr. Ren and you are all in Shenzhen. How about I fly to Shenzhen tomorrow and meet everyone?" "I think it's a good idea. In the face of a big enemy, we should unite," Zhang Jun echoed. "That's it. I'll ask the secretary to book the ticket!" Wang Dawei said. "The domestic enterprises are too scattered, and everyone is thinking about their own interests. They cannot be twisted together and fight together," Wang Dawei thought while flipping through the newspaper.To be honest, with so many years of business experience, his perception told him that "this trip to Shenzhen will hardly achieve any substantive results."Wang Dawei thought to himself.

"The Chinese Ministry of Commerce officials said about the anti-dumping lawsuit filed by the U.S. Wuhe subsidiary against Chinese color TV companies, 'The Chinese government believes that these allegations are groundless and violate the rules of fairness and trade barriers in the WTO. Certain manufacturers in the United States and Japan have taken measures to prevent Chinese color TV companies from entering these markets." Liu Gang, a spokesman for Xinhai Company, said in an interview with reporters, "In this anti-dumping lawsuit, Xinhai is not The object of the lawsuit is only implicated. Xinhai’s exports to the United States are not large, and the impact is not great.” A person from the color TV department of Jiachang Company said that because the company has a huge factory in Mexico, it can directly produce and export to the United States. , the United States' anti-dumping of Chinese color TVs has less impact on Jiachang than other companies."

Seeing this report, Wang Dawei confirmed that his judgment was correct. "The Anti-dumping Litigation Alliance has not yet been formally established, and everyone has their own plans. Huada's proposal is probably only superficial, and it may be a 'show' for the media," Wang Dawei said to himself. "The few of us met again, thinking that we came together a few years ago because of the price alliance, and today we are discussing together because of the anti-dumping litigation alliance. I hope that we can make substantial progress in this meeting Let us jointly deal with the anti-dumping lawsuit against us by the Wuhe subsidiary.” Zhang Jun from Yuankong Company faced Wang Dawei from Hongfei Company, Zhao Gang from Huada Company, Zhang Yan from Xinhai Company, Luo Qian from Jiale Company, Mr. Zong from Weichuang Company and Mr. He from Jiachang Company said.Next, we invite Mr. Zhao from Huada Company to make a speech on the proposal. "Everyone, everyone has seen the proposal, so I won't say more. My idea here is that each of our companies will contribute 1 million US dollars to form a coalition team to deal with this anti-dumping lawsuit. This is undoubtedly for us. It's a win-win approach to unite and unanimously..." President Zhao of Huada Company looked at the bosses of other companies and talked about his views. "Is such an approach feasible? I think every time we make an alliance, everyone swears by it, but every time the alliance ends in failure, I don't think this kind of suggestion is very practical! I think each company should The actual situation and the losses that may be suffered in the anti-dumping lawsuit this time are expedient, and it is not of much practical significance to make your own choice instead of engaging in such an alliance.” Huada’s President Zhao had just finished speaking Luo Qian from Jiale Company immediately refuted it. "It's not surprising that they have tit-for-tat views. Thinking about the price alliance a few years ago, everyone signed the price alliance agreement. I didn't expect that Huada Company was the first to release the water. Jiale Company suffered the biggest loss in that price alliance. , The two sides have always had some grievances, and such tit-for-tat views are normal, let's look at the views of other bosses before making a speech." Wang Dawei thought while observing the situation. "Mr. Zhao's suggestion is very good. Although there were some problems in the price alliance last time, this time the enemy is now facing us. We are facing common interests and responsibilities. Weichuang is willing to join forces with Huada to deal with anti-dumping lawsuits. Make your own efforts, and I also hope that everyone will abandon the previous suspicions, unity is strength after all!" said Zong Zong of Weichuang Company. "We mainly sell domestically. We basically do not enter the US and European markets, where the exports are not very large. Our exports are mainly concentrated in countries such as Southeast Asia and Africa. In this anti-dumping lawsuit, although Xinhai is not sued The target is only implicated, and at the same time, the export in the United States is not large, and the impact is not great. But we still express moral support for the initiative of Huada Company." Zhang Yan of Xinhai Company said. "This cunning guy, if he said it, he didn't say it." Wang Dawei felt amused after hearing Zhang Yan's words, "Let's look at Jiachang Company." "Our current production base is in Mexico, and the products exported to the United States are basically produced in Mexico. Therefore, we will not participate in this anti-dumping litigation alliance," said Mr. He of Jiachang Company. "I think everyone's opinions are inconsistent. I think we should actively communicate with the Ministry of Commerce and industry associations. I hope the government can think about enterprises, actively serve national enterprises, and protect Chinese enterprises in world trade." Wang Dawei said Expressed my own point of view.When he finished speaking, he felt that his face was red, too empty, too fake. The meeting continued to quarrel, and there seemed to be no sign of agreement. "Today, all the executives have expressed their views. Some enterprises are more supportive of Huada Company's initiative. At the same time, Mr. Wang of Hongfei Company proposed to use the power of industry associations and the Ministry of Commerce. I personally think it is also a good idea. Everyone You can think about it again, and we will make phone calls later to fight for the joint venture to respond to this anti-dumping lawsuit," concluded Zhang Jun of Yuankong Company. "It's not happy, it ends without results, it's expected," Wang Dawei thought.His mind was no longer on the results of the meeting, but on how to deal with the severe situation in the domestic and international markets that the company is currently facing at the company's meeting tomorrow morning. how to respond? "Everyone, everyone must know that the company is currently facing an anti-dumping lawsuit against the Wuhe subsidiary in the United States. I went to Shenzhen yesterday to meet with the bosses of other color TV companies and held a meeting. We discussed the anti-dumping of color TVs. , Everyone has seen Huada’s proposal. At the same time, because the company’s product transformation is not very timely, the market’s demand for flat-panel TVs has doubled, and our CRT color TVs have experienced a serious decline in domestic sales. What do you guys think about these two things? Please express your views," Wang Dawei said to those who attended the meeting. The conference room suddenly fell silent, and no one was willing to stand up and make suggestions on these two matters first.Wang Dawei thinks that we should first talk about it from the perspective of legal affairs.He said, "Director Zhang, let's talk first!" "The long trial period of anti-dumping cases, capital occupation, complicated anti-dumping procedures, retroactive anti-dumping tax collection, etc. have brought many adverse effects on the export of China's color TV industry. Due to the joint demonstration effect of anti-dumping cases, we The impact of the lawsuit is actually far greater than the amount involved. After discussing with the company's attorney firm, I feel that we can actively deal with this matter, actively respond to the lawsuit, and win this lawsuit. This will lay the foundation for the company's long-term interests in the US market. But at the same time, I think that anti-dumping litigation is a long-term work, and it is impossible to end it in the short term. It can be said that the response to anti-dumping litigation should not have much positive impact on our sales in the international market in the short term, but in the long run it will be. Not bad." Zhang Hua, director of the legal department, said. "The problem we need to solve the most is how to increase domestic sales this year in a short period of time, otherwise, this year's performance will not be completed. Moreover, several major home appliance chain companies have recently reduced their purchases of our CRT color TVs and our plasma TVs. We have turned to purchase large-screen flat-panel TVs from Japan and South Korea. We should hurry up and use other brands to focus on the anti-dumping matter, and unexpectedly reduce the price of traditional CRT color TVs to clear the inventory for us. Provide financial and market support for the rapid launch of flat-panel color TVs." Sales Director Xu Yong said. Wang Dawei also felt that Xu Yong's ideas could improve the company's short-term operations and increase sales. "At present, the company's research and development investment is seriously insufficient. Now the market demand is changing rapidly, and we can't keep up with the pace. It is because the company's investment in research and development in the early stage is insufficient. Our flat-screen TV research and development cannot catch up with foreign brands, and the current domestic sales dilemma is also related to This is related," Zhang Lei from the R&D center complained. "In the short term, anti-dumping will have some impact on us, and in the long run, the impact will be very large. We still consider it from the perspective of the company's long-term interests, and from the perspective of our future international market strategy. , actively respond, so that the door of foreign markets will not be closed." ... Night has fallen, and during the one-day meeting, each department is considering the problem from the perspective of their own interests, and everyone has not thought about the problem systematically.Wang Dawei felt a little disappointed when he looked at the heads of various departments who had gradually walked out of the meeting room.What to do?Wang Dawei fell into deep thought. Under the current environment, Hongfei Company is already facing the situation of "internal and external troubles": in the domestic market, because the transformation of products has not kept up with the changes in the market, consumers' consumption of its traditional CRT products has experienced a large decline; In the international market, the US's "anti-dumping lawsuit" against China's color TV industry has affected its exports. Once the "anti-dumping" is established, Hongfei's future sales in the US market will suffer a major blow. From the case, we can say that the difficulties faced by Hongfei Company are the problems faced by many manufacturing and OEM enterprises in China.In a relatively closed environment where market changes and consumption changes are not great, these "Chinese TV manufacturers" with low technology content and low labor costs can obtain relatively stable orders and market sales performance. When developing within the environment, in an environment where sales and resource allocation are carried out in the global market and global consumption trends are constantly changing, it is inevitable for Hongfei to encounter "internal and external troubles". If anti-dumping and changes in domestic market consumption trends are superficial reasons, then the real reason is the sales in the so-called closed market and the changes in sales in the global open market. As Hongfei's marketing boss Wang Dawei and the company's CEOs, how can they take some effective and feasible measures to change the problem of anti-dumping litigation and the declining domestic market that Hongfei is currently facing?The author believes that Hongfei can make some attempts in the following aspects: Before considering to solve these problems, I think the most important thing is to balance the priorities, short-term interests and long-term interests: For Wang Dawei, the first priority is to actively complete this year's sales tasks, and secondly, the company's domestic sales in the next year. It has laid a good foundation for the development of the market and the international market.According to the current situation, it is impossible for Wang Dawei to complete the task under the current product structure, current product price and existing channel conditions.Old products face a large number of inventory and backlog problems. Only by quickly digesting these old products can we make time and space for the company's new products and products that meet the market's future consumer demand.Because, at present, Hongfei Company should focus on pursuing sales and clearing inventory. In this way, the sales task can be completed in the short term, but at the same time, it is based on the premise of sacrificing profits.In the case of cleaning up and reducing the price of old products, the company should actively focus on flat-panel TVs and LCD TVs as the company's next development, and actively launch new products before cleaning up the inventory.In addition to doing some "short-term actions" in terms of products and sales, a question that Hongfei should reconsider is whether there are great hidden dangers in the current sales channels?Should Hongfei Company change its sales model of relying on several major home appliance chain enterprises?Only in this way can we find our own competitiveness in the longer-term competition and grasp the initiative right of competition. Under the pressure of anti-dumping lawsuits, I think this is a good opportunity for Hongfei and similar Chinese "color TV manufacturers" to reflect.The "tried-and-tested" means of low-priced, low-cost, and low-tech products in the domestic market will not work in the international market.In order to have a long-term development in the international market, Chinese color TV companies need to review our global competition strategy.From a strategic point of view, large companies mainly have two forms of industrial competition, which are multidomestic industry competition and enterprise globalization industry competition.Judging from the attributes and competition of color TV products, the global color TV competition is completely the competition of global multinational color TV companies, so it is a global industry.The globalized industry needs a global competitive strategy combined with it, and our domestic color TV companies have always relied on the so-called "economies of scale" and "comparative advantages" as their "competitive advantages", and have adopted low prices to compete with multinational companies. Order-to-order export products, OEM and OEM products, and this is a very traditional international competition model.Anti-dumping and non-tariff trade barriers are the biggest "enemies" of this model, and they are also the biggest obstacles faced by all Chinese export companies.From this perspective, it is currently meaningless to discuss whether there is an "inner ghost" or whether there is "wrongedness". The most important thing is how to transcend this traditional internationalization and globalization competition model. Beyond traditional internationalization models, companies in developing countries, including China, need to create distinctive strategies.From the author's point of view, the global competition of Chinese color TV companies has entered an innovation-oriented stage. The new globalization strategy of Chinese companies must expand their own value chains to international sales channels, international marketing methods, seek raw material sources of different nationalities, and ultimately transnational The establishment of product system, etc.The innovation-oriented stage is the stage of investing abroad, that is, marketing abroad, setting up factories abroad, reducing costs, and strengthening the impact on the local market, which is the process of establishing an international sales network and international brand.In a globalized industry like color TV, Chinese color TV companies can compete with their competitors only if they focus on all their products and establish a global market positioning. In the international economy, developing countries similar to China have become a rapidly growing territory, and many enterprises in developing countries are exporters.The problem is that firms in developing countries raise some challenges for firms going global.The most basic question is how to transform from comparative advantage to competitive advantage.To expand to other developing and developed markets, it is bound to be subject to production factor conditions and government protection strategies, tariffs, dumping and similar barriers and restrictions.The way for our enterprise to survive is how to integrate the sales network and production resources in the international market, instead of betting all our treasures on China and just exporting; at the same time, we must also meet and develop products that meet the specific needs of the local market, and establish our own A local marketing network. Productivity innovation has created a new model of international competition, and Chinese color TV companies must give full play to their local comparative advantages and avoid disadvantages.A globalized industry such as color televisions outperforms other industries, often due to local competitive advantages that increase productivity.This paradigm will lead to new strategic thinking on globalization, integrating localization and globalization in a new way.Usually the location of the home country base should be seen as a source of competitive advantage.A globalization strategy should take advantage of this advantage and extend it through decentralized activities seeking comparative advantage, entering markets, or acquiring specific skills or technologies.Anti-dumping is not aimed at enterprises but at the place of production. The United States' anti-dumping of Chinese color TVs tells Chinese color TV companies that the current manufacturing layout cannot take on the historical responsibility of our color TV companies' internationalization and globalization.Anti-dumping has sounded the alarm for Hongfei and the manufacturing layout of China's color TV industry time and time again.We also see from this analysis that in the short term, Hongfei should unite with other color TV companies to deal with the current anti-dumping lawsuit (only joint can win).In the long run, we should establish what we call a global manufacturing system and marketing system, and become a global company that truly allocates resources, manufactures, and sells within the global system, so as to avoid "anti-dumping" and related trade barriers . After China joined the WTO, Chinese enterprises have been subject to anti-dumping complaints and investigations from foreign companies and organizations. According to statistics, from 1995 to 2004, China suffered a total of 411 anti-dumping investigations, becoming the primary target of foreign anti-dumping.In this case, the anti-dumping complaint filed by American Water River Electronics against Hongfei, Huada, Yuankong, Xinhai, Jiachang and other major Chinese color TV manufacturers seems to be just a drop in the ocean.The reason is nothing more than the following factors: One: due to conflicts of economic interests. With the continuous expansion of China's economic scale, the total import and export volume has increased year by year, and the market tentacles have extended to every corner of the foreign market. There is even an ordinary American family expressing emotion, "If you leave Chinese products, you will not be able to live at all." .This situation of sharing the market in other countries will undoubtedly hurt the vested interests of many foreign companies and cause the evil eyes of competitors. It is not surprising that they are frequently "black hands".The anti-dumping complaint in this case was mainly because Chinese color TV companies seized the cake of Japanese companies in the North American market, and Japanese manufacturers represented by Shimotatsu, Yosan, and Nisso instigated American Water River Electronics to challenge Chinese competitors. Second: the discriminatory treatment of market economy status suffered by Chinese enterprises. According to WTO regulations, within 15 years after China's accession to the WTO, other WTO members have the right not to recognize China's "market economy" status.With this "golden rule", once some foreign companies are at a disadvantage in the competition with "Made in China", once the anti-dumping stick dances recklessly, they will have a reason for legal protection, and they will launch anti-dumping at will without any investigation For example, in 2002, the European Union filed an anti-dumping lawsuit against Wenzhou lighters.In this case, the U.S. Trade Commission ignored the price advantages of Chinese color TVs in the international market due to the cost advantages of labor and raw materials, and categorically launched anti-dumping policies against China, which cannot reflect the reality of China and are extremely unfair. Originally, after joining the WTO, China's strong economic development momentum will definitely inject new vitality into the economic development of the overall organization, bring new economic growth points, and deepen the trend of economic globalization. However, since China has not participated in the existing WTO framework agreement It is understandable that some countries immediately used anti-dumping measures to protect the interests of their own enterprises. Most of the WTO member states have encountered it in the process of joining.However, the process of China's color TV industry suffering from anti-dumping lawsuits and the response measures of various color TV giants to the anti-dumping lawsuits can be said to be too disappointing! From the superficial point of view, it is caused by the lack of early warning mechanism of anti-dumping in enterprises. With its low cost and large-scale production capacity, it is well known that China's color TVs have repeatedly achieved success in the world market by relying on "high quality and low price".But this price strategy is also a double-edged sword.While quickly occupying the market at low prices and recovering funds, relying on "small profits but quick turnover" to make profits, it also severely impacted similar industries in the country where it is located. In addition, some domestic companies frequently used vicious competition methods such as lowering product prices, which further damaged It is inevitable that the interests and image of Chinese color TV manufacturers will be aroused and "public indignation" and mass attacks will be aroused in the country where they are located.This shows that domestic color TV manufacturers lack a comprehensive plan for operating foreign markets, have no consideration for the long-term development of their products in foreign markets, only care about immediate interests, and are slow to respond to the "prelude to anti-dumping" information issued by relevant companies in foreign markets.Before filing an anti-dumping lawsuit with the U.S. Trade Commission this time, the U.S. Water River Electronics has repeatedly appealed to the media, saying that the influx of Chinese color TVs has caused a huge impact on U.S. local companies, and listed in detail the company’s losses and current losses. dilemma.However, our company does not have a special organization to collect and process this information, and lacks an early warning mechanism, let alone take some evasive measures. For example, Feihong only obtains this information from its US subsidiary after the anti-dumping complaint has been issued. Response is too slow. Analyzing the underlying reason, it still lies in the industry's own response mechanism to anti-dumping complaints, which has great flaws and loopholes. First of all, it is unimaginable that China's color TV industry, which has a market capacity of hundreds of millions of yuan, does not even have an industry association in name, but only thinks of setting up a coping alliance at a critical moment. This approach is really incredible, because Such an industry management model is extremely disproportionate to the hundreds of millions of color TV market capacity and the booming Chinese color TV industry.According to Coase's (1937) product transaction theory, after a certain industry has taken shape, a chamber of commerce should be established to communicate internally and coordinate the relationship between all parties; externally represent enterprises to deal with various trade barriers and maintain domestic enterprises in the process of internationalization interests in.But we have not seen the existence of such a Chinese color TV industry association.Especially when officials from the Chinese Ministry of Commerce expressed their objection to this anti-dumping lawsuit, various companies were not aware of the government's support for them, and they were still relatively slow to respond, let alone mobilize resources from all parties to actively respond.As a leader in the domestic color TV industry, although Hongfei Company has a lofty ambition to "resolutely go abroad and let more 'Made in China' logos be more conspicuously posted on every excellent product in the world", but in this In terms of performance, it is unsatisfactory. Secondly, when the crisis is approaching, various color TV companies are short-sighted, fighting each other for small calculations, at the expense of the interests of the entire industry. In this case, as soon as the U.S. anti-dumping lawsuit was issued, although the government’s attitude was clear, and major companies in the industry also wanted to form an anti-dumping complaint alliance, their respective responses could only be said to be “individuals only sweep the door, and don’t care about others.” "Frost": Xinhai was not sued and intentionally abstained, and Jiachang had a factory outside to respond negatively.With such an attitude, it is no wonder that even they themselves know that such an anti-war alliance is just a superficial "show" for the media to see.In essence, the anti-dumping lawsuits and investigations launched by foreign countries against us are not based on the likes and dislikes of a certain enterprise or group. As an administrative procedure, the purpose of foreign anti-dumping investigations is not to pursue the responsibility of the parties involved, but to restrict the production of such products. "dumping" behavior.To put it bluntly, it seems that the American Water River Electronics Company sued Hongfei, Huada and other companies. If Hongfei, Huada and other companies are found guilty of dumping, then Jiale, Huada and other companies that produce similar products with Hongfei and Huada Weichuang, Jiachang and other companies will "sit together in the same crime", and eventually the products of most companies in the Chinese color TV industry will not be allowed to enter the US market.Therefore, the most taboo thing for the companies involved in the case is to voluntarily abstain, which means giving up the market.If the company involved in the case always runs away as soon as it is reported, and then waits to go down the mountain to pick peaches, this kind of mentality is in the hands of the prosecutor, who is eager for the company involved to abstain. It can be seen that the anti-dumping lawsuit against Chinese color TV companies in North America by several Japanese competitors was originally a very common international trade game within the WTO framework, but due to the loose organization of Chinese color TV companies and passive responses, this A simple game has the potential to become a trade barrier for Chinese color TVs to enter the US market.Ji Sun's worries are not in Zhuan Yu, but in Xiao Qiang! Speaking of this, our star color TV companies should really learn from the private entrepreneurs in Wenzhou. In 2002, the European Union proposed a technical barrier to trade aimed at boycotting Chinese lighters - the CR regulation.The technical barrier stipulates that lighters with an export price of less than 2 euros must be installed with a "safety lock" that prevents children from opening them, otherwise they are not allowed to enter Europe. On June 28, 2002, the European Union issued an announcement on the anti-dumping investigation of Chinese lighters, and many lighter companies in Wenzhou responded to the lawsuit.This is the first time that China has responded to EU anti-dumping since its accession to the WTO.The Wenzhou Smoking Association quickly raised funds, hired lawyers, and formed the "China's First Civilian Group" to go to the EU for 17 days of lobbying. In July 2003, the European Union of Lighter Manufacturers was forced to withdraw the lawsuit due to its effective response to the lawsuit.In the Wenzhou lighter case, the existence of the chamber of commerce and the good cooperation between the chamber of commerce and the government organization enabled many lighter manufacturers to safeguard their vital interests in international trade disputes.All enterprises showed solidarity at critical times, complied with the initiative of the Chamber of Commerce, concentrated scattered funds and manpower, hired personnel with professional knowledge to respond to the lawsuit, and searched for evidence that should be provided in the process of responding to the lawsuit, and finally won the case. A play of "Unity is Strength" was performed. Therefore, in order to quickly reverse the situation, China's color TV industry led by Hongfei should form the China Color TV Industry Association as soon as possible to unite all forces that can be united.The association came forward to integrate various favorable resources in the industry, communicate and coordinate with the government and relevant agencies at the same time, and seek to establish a long-term mechanism to actively respond to similar anti-dumping lawsuits.Specifically, it can be expanded according to the following steps: First, multi-party communication and coordination to unite various forces. Taking advantage of the organizational scale benefits of the association, internally formulate industry standards, coordinate market prices, standardize market order, strengthen international exchanges externally, broaden the international market, and lead enterprises in the industry to deal with various trade barriers.特别重要的一点是要代表行业内的企业与政府进行沟通和交流，一是推进政府部门制订能够促进业内企业进行进出口贸易的行业政策、法规；二是能帮助政府制订行业标准，在强化国际贸易产品质量和专利保护中作大量工作，可以概括为“为企业谋利益，向政府要政策”。比如在本案中，虽然日本企业为了北美市场向美方提供反倾销申诉的支持，但他们也很担心因此丢掉中国市场，故而“对中国政府和彩电行业一再表示他们与该案没有关联，甚至还不断表示它们不支持申诉方”。在这种情况下，协会就可以向政府提供类似技术和数据等方面的支持，比如要求日本彩电在中国市场上也要遵循其在北美市场的质量标准等，由政府出面向这些幕后黑手“亮剑”，以中国市场为筹码，逼迫他们主动撤诉，变“被动应付”为“主动出击”。 第二，筹划长远方略，建立预警机制。 行业协会要注意协调内部各企业之间的关系，特别是要兼顾中小企业的利益，向他们提供进出口贸易方面的信息和服务，甚至组织成员到国外学习先进管理模式和经验，推行客户资源共享制度，促进产业内交易，从而提高产业组织化程度，形成国内特定产业整体的国际竞争力。在进军特定区域的国际市场时，要兼顾行业利益和个体利益、长远利益和眼前利益之间的关系，制定长效的产品和市场开发策略，保护整个中国彩电业的利益。同时以协会出面，设立机构实施监控国际市场的动态，一旦出现反倾销的迹象，则及时采取措施。比如本案中，针对美国水河电子公司的“诉苦”声明，协会就可以及时通知国内企业采取放慢出口速度、提高出口价格等具体措施加以防范，尽可能降低被指控的风险，也可以根据具体情况采取一些主动与其沟通，变“消极等待”为“未雨绸缪”。 2004年温州皮鞋遭遇的“西班牙烧鞋事件”就是一个很好的例子。时间发生后温州有12个鞋类商务团前往西班牙考察和沟通。随后，西班牙鞋料配件协会和埃尔切市鞋业协会分别回访，并带来了许多“十分可行”的项目，已经和温州的东艺、康奈等企业进行了洽谈。目前，一个年产450吨再生革的中西合资企业正在运作之中。中国鞋出口到西班牙的数量从事件前的20万双增加到现在的30万双，这是主动沟通化解贸易摩擦的结果。 第一，整合内部资源，应对无理诉讼。 常言道，常在河边走，哪有不湿鞋。对于那些不可避免的反倾销诉讼，政府、协会和企业之间要协调一致，三方联动，变“单打独斗”为“协同作战”。发挥行业协会和有关部门的协调作用，进行业内价格自律，避免恶性竞争，互相残杀。同时通过行业商会逐步与主要国家反倾销产业损害调查机构建立联系制度，加强对主要出口对象如美国、欧盟、澳大利亚等反倾销法律制度的研究，特别加强对“非市场经济”地位等问题的研究，总结应诉反倾销的规律和经验。比如温州打火机案中，在刚刚接到欧盟反倾销立案的消息时，由于不懂国外贸易法律规则，缺乏应诉资金、精力和时间，众多温州打火机企业一时陷入惊慌，正是在行业协会的组织下，才很快统一意见，开始积极应对。 第二，融入国际市场，破解贸易壁垒。 行业协会鼓励企业真正的融入国际市场，这是化解反倾销、破解贸易壁垒的一方良药。 对于中国彩电企业，在面对接踵而至的贸易壁垒时，必须在冷静中分析，在足备下反击，大胆融入国际大市场，在知己知彼中规避风险，在“你中有我，我中有你”中破解壁垒。发展出口对象，增加出口国，不在一棵树上吊死，积极、果断地选择合适的合作伙伴，联合国内乃至国际大公司，走国际化竞争与合作道路。 TCL收购德国施耐德之举便是对此最好的诠释。在彩电重返欧盟一案中，面对欧盟开出的有限配额数量、苛刻进入的价格条件下，包括总裁李东生在内的高层曾数度到欧盟尝试切入途径，最终剑走边锋，在TCL全面收购了宣布破产的德国百年企业施耐德电器有限公司，并全面接管并融入了施耐德在欧洲的市场后，TCL便藉此巧妙的绕开欧盟包括反倾销等措施在内的种种壁垒，直接在欧盟市场站稳脚跟。 一句话，团结就是力量。过去我们靠这种力量赶走了帝国主义列强，建立了新中国，现在我们同样可以靠这种力量，在中国产品走出国门时，挡住各种打着反倾销旗号的洪水猛兽。中国的发展，浩浩荡荡，顺之者昌，逆之者亡。借用温州市行业协会秘书长朱峰的话，“过去，我们在配额时代发展壮大，现在，贸易壁垒也阻挡不了我们前进的步伐。”