Foreign cable companies attach great importance to the research and development of cable industry, especially those in Europe and America. They have strong advantages in related products and technologies. Currently, the technical level of sumitomo cable lags behind nexen and birilli. From the perspective of industry, the investment in the research and development of power cable business is lower than the investment in the research and development of telecom cable business, so the enterprises producing communication cables and optical cables invest more in the research and development, which mainly focuses on new materials, manufacturing processes and other links. The specific proportion of investment has an important relationship with the company's technology strategy and manufacturing strategy, and a certain amount of research and development investment, product innovation has become a key factor to maintain victory in fierce market competition.

With the implementation of the tenth five-year plan, new requirements are put forward for the varieties and levels of wire and cable products in promoting the strategic structural adjustment of equipment manufacturing industry and accelerating the optimization and upgrading of industrial institutions. After China's entry into WTO, the further integration of wire and cable industry into economic globalization has intensified the degree of international competition of wire and cable products. At present, only a few wire and cable varieties in China can reach the level that is acceptable and competitive in the international market, and most wire and cable varieties are in urgent need of development and upgrading. It can be said that China's wire and cable industry has reached a crossroads, and the entire industry needs to make effective strategic adjustment, establish industry regulations and norms, and solve its own innovative system, mechanism and other major problems, so as to make the wire and cable industry back to the track of healthy development.

With the re-combination of forces, the re-division of the market, and the redistribution of interests, the competition of cable enterprises is facing an unprecedented complex situation, which is full of risks and opportunities. Looking to the future, the competition in the international cable market will be further intensified. Only in the complex and changeable development environment, can the domestic cable enterprises become mature and make progress in promoting the enterprise technology, management and brand innovation strategy, can they effectively enhance their market competitiveness. At the same time, we should actively grasp the market opportunities of environment-friendly cables, nano-cables and superconducting cables, improve the product grade as soon as possible, and strive to build a world-class cable brand, so as to win a place in the international market competition.

The creation of a brand depends on two factors to a great extent. First, it excels in technology and quality. Second, the production cost is lower than others, the product price is cheap, depending on cheap and fine can also create a brand. In fact, low cost depends on technology as well as management. In the end, technology and research are the most important factors in creating a brand.

The lack of international brands in China's wire and cable industry also lies in the fact that China is a newly industrialized country. Our history of modernization is 200 years later than that of developed countries, and our wire and cable industry cannot be compared with those century-old enterprises in Europe and America. After China's wire and cable products enter the international market, they are far from being able to compete with those well-known international brands, so it is difficult to break into the international market and win the favor of foreign consumers. In addition, China's export enterprises of wire and cable products compete with each other at low prices, which makes foreign businessmen look down upon, and also damages the image of the industry and enterprises. In addition, products cannot be widely recognized unless they are sold in large quantities. Can not be widely recognized, can not form a brand. In addition, we have taken a humiliating and profit-seeking way of OEM production over the years, which has made Chinese products famous and nameless. This is one of the reasons for the lack of international brands in China.

Through a careful study of the history of the development of international brands, we can see that the development of internationally renowned brands generally have such characteristics: most brands have a long history, always pay attention to quality, rather than price; Use your marketing skills to strengthen your position. Brand is not planned out, but the strong performance and results of the enterprise. Brand means excellence, excellence, utility and popularity. That's the trick, some experts say.

What kind of brand path will Chinese wire and cable enterprises take in the future? In general, the brand is not designed and planned, first of all must catch up in technology, produce excellent products, make the enterprise stronger and bigger, with economic strength, there will be the birth of a new brand, only by low price will never create a brand.

China's wire and cable industry is a world power rather than a strong country, not to mention brand power. Looking at China's annual import and export of wire and cable products, we know that we export low-end products, and imports are high-end products. One of the reasons for this is that we don't have enough independent research and development. Is it possible that China, which can produce "shenwu" and "shenliu", cannot produce high-end wire and cable products?