| With the opening of coastal cities, OEM model has been taken into China since 1978. In the context of the transfer of industries in developed countries, most of the OEM enterprises are developed. OEM model gradually became popular in China, and it is an important way for China to enter the international market. Most Chinese OEM business is in the overseas market. China has surpassed the US to become the world trade superpower at the first time in 2013. But in the context of deepening globalization, the international division of labor is more refined. Most Chinese OEM enterprises that Profit margins become smaller are still in the low end of the global value chain. The OEM enterprises in the international market lack they own brand that make they more difficult to get rid of the current predicament. With the rising Chinese labor costs and other resources, OEM model gradually exposed the inherent drawbacks. The OEM enterprises get meager profits, due to over-reliance on foreign. However, the brand entrusted business have big profits. Because pay attention to product brand and grasp the brand sales in the western developed countries The current economic environment is complex. Chinese OEM model must upgrade to cater to the new demands of the international market as soon as possible. They should no longer be dependent on foreign business orders blindly, passively engaged in manufacturing, controlled by others. It is necessary to grasp the initiative in the high-end value chain, from manufacturing sectors to technology development, brand and marketing and other aspects, and then to create its own brand in the international market to promote sales if Chinese OEM enterprises are to seek long-term development. Chinese OEM enterprise will inevitably encounter unprecedented difficulties and risks in the creation of its own brand in the process. The key is how to minimize these difficulties and risks. Choosing the right mode is important. The transactions online form of Chinese cross-border e-commerce is keeping up with world trends. Cross-border e-commerce which has a huge space for development is an important breakthrough for Chinese OEM enterprises in brand building to develop the international market. This paper expounds the necessity of OEM enterprises in China to build their own brands, and point out that Chinese OEM enterprise can take advantage of cross-border e-commerce building their own brands. We find out the problem of the OEM enterprise about building they own brand in view of cross-border e-commerce. We develop effective measures to promote the building of Chinese OEM own brand.The demand sides of the OEM enterprises are mainly Western countries that focus on how to outsource production. Foreign scholars are rarely studied About Chinese OEM enterprises own brand building theory. They concerned most about companies from Japan, South Korea. With its own development and the economic strength of Chinese OEM enterprises, some OEM companies create brand successfully and get huge profits, they come to realize the role and importance of the brand. Domestic academic researchers began to focus on the study on upgrading and transition of Chinese OEM enterprises, which own brand is the research focus. Chinese theorists study for the construction of the OEM corporate brand which mainly based on the macro-level foreign-built "OEM-ODM-OBM" path does not consider the actual situation of Chinese OEM enterprises. In recent years, scholars who research on cross-border e-commerce, especially for the promotion of foreign trade in transition have gradually increased, but it rarely comes to respect Chinese OEM enterprises how to take advantage of cross-border electricity supplier for brand building. At present, cross-border e-commerce provides a viable option for our OEM enterprises to build its own brand, and it is of great significance for the study of micro-level enterprises. So, in the course of the study in this article, the author explore Chinese OEM enterprises how to build their own brands in view of the advantages of cross-border e-commerce. The method used in this article is a combination of surveys, qualitative analysis and lessons learned. In the course of the article, the author adds his own experience in internships, as well as a careful understanding of information from various sources, for example, the latest industry information is summarized in the news through the website. Research ideas in this paper are as follows:In the first part of the article, the author describes the background, purpose and meaning, and then the theories used in the article are introduced, including the global supply chain theory and the brand theory. Finally, the article summarizes the research ideas, innovations and potential deficiencies; in the second part of the article, the need for Chinese OEM companies building their own brands is pointed out straightly. First, these are introduced in this part that the Chinese OEM business development process, deepen readers’ understanding of Chinese OEM enterprises. The second part, the article introduces some theories of the OEM. The third part here is five reasons why it is necessary to build Chinese OEM enterprises own brand; The fourth part focuses on how to make Chinese OEM enterprises build their own brands successfully in view of cross-border e-commerce. Then introduces the development process of cross-border e-commerce and development opportunities which is facing are detailed description. The reasons why the Chinese OEM enterprises should carry out their own brand building through the way of cross-border e-commerce are given. Then here are three paths for Chinese OEM enterprises to explore how to build their own brand based on cross-border e-commerce. At last, this part make a specific analysis respectively about DH gate in the B2B mode、Orchid Pavilion potential in the B2C mode and Cross-border integrated service platform Octopus. The fifth part tells us that Chinese OEM enterprises need to pay attention to the problem which should be addressed in building their own brand from three angles that are the government, business, cross-border e-commerce,. The sixth part solves these problems that are put forward at the fifth part. The government should attend for international cooperation, Increase the cross-border e-commerce pilot and Support small and medium OEM enterprises. The Chinese OEM enterprise should grasps the consumer demand, brand connotation, brand positioning, and brand management. The Cross-border e-commerce should enhance their brand influence, and realize the OEM enterprise independent brand products in cross-border e-commerce platform together. This paper adopt these measures, the hope is to help Chinese enterprises find more efficient channels of quality products and target consumer groups overseas, to show wonderful brand of excellent goods and service charm. |
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