Research On China’s Export Of Office Automation Equipment To The EU Market

Office automation equipment, as one of the highest export trade volume in China’s mechanical and electrical products, has maintained a high sales growth in the global market. As China’s second largest trading partner, the European Union (EU) is China’s second largest export market for office automation equipment. But in recent years, the proportion of China’s export trade volume of office automation equipment to the EU in China’s total export trade volume to the EU reduced frequently. How to reverse the current adverse situation; enlarge the scale of export trade of office automation equipment to the EU, enhance the competitiveness of domestic office automation equipment production enterprise has become problems in this research.This paper first analyzes the market environment of office automation equipment in EU, including import demand, commodity composition and market distribution. There are several characteristics as following:stable demand scale, manufactured goods take large proportion, concentrated market. Then, measured the competition environment of EU market with RAC index and other comprehensive index, found that the export competitiveness of Chinese office automation equipment is stable, rapidly ascending, and greater than most other exporters; China’s main rival in the EU import market is the United States, Malaysia, Japan and Singapore.Then studied the status quo of export trade of China’s office automation equipment to EU, the main features are:high market share, trade imbalance, obvious competitive advantage, and increased level of industry inner trade. There are many problems still in China’s office automation equipment export trade to EU. For instance, export growth has not significantly increased the profit margins of domestic office automation equipment production enterprise. By comparing the EU office automation equipment market environment and the status quo of export trade of China’s office automation equipment to EU, summed up a number of factors that hinder China’s office automation equipment export to EU:EU trade barriers and trade surveys, the slowdown in demand followed the European debt crisis, cheap mode, weak technological base, lack of independent brands.Finally, proposed suggestions:integrate with international standards and across technical barriers, combine market diversification with market breakthroughs, drive exports in a variety of ways, enhance innovation capability and develop Chinese own brand, establish and perfect the financial services system and financial markets.