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  浙江宁波慈溪是我国三大家电生产基地之一,其中出口美国的占比约16%。美国滥施关税,对慈溪的家电产业有什么影响?企业又如何应对? 

  失去三分之一出口市场

  家电企业如何应对

  记者来到慈溪这家企业时,负责人沈雪江正在盘点成品仓库积压的货物。

  沈雪江告诉记者,他们出口到美国的产品约占总出口的三分之一。在美国加征关税后,出口到美国的冰箱、洗衣机等电器积压了将近3000台。

  飞龙家电集团有限公司总裁沈雪江:目前来讲,等待。至于说最终确实需要面对处置的时候,是客户不提货,是他违约。

  沈雪江算了一笔账,他们跟美国客户签订协议时,对方支付了30%的定金;而同规格洗衣机、冰箱的零部件通用性很强,能够达到70%。因此,即便美国客户违约,他们也可将产品重新翻包后再次销售。而美国客户预付的30%定金,足以覆盖大部分重新翻包的成本。

  库存订单能够得到适当的处理,但一下子少了三之一出口订单仍是巨大挑战。在企业的生产计划部,记者看到原本生产美国订单为主的生产线,已经排满了其他国家的订单。

  浙江飞龙制冷科技股份有限公司计划部部长马品磊:今年以来所有的外贸订单,像意大利、墨西哥、阿根廷,目前我们总共合作有90多个国家。

  马品磊说,拓展多元化市场是他们抵御风险的重要策略。凭借产品过硬的技术优势,企业在客户的选择上拥有一定的主动权。眼下美国订单没有了,但他们放宽了接单的数量要求,近期海外订单量还有小幅增长。

  飞龙家电集团有限公司总裁沈雪江:比如说以前我们低于20柜(标准集装箱),我们一般不会接,现在可能10个柜的订单、8个柜的订单,我们也能接一部分,从而弥补我们的订单需求问题。

  更让沈雪江信心十足的是,今年内销市场持续火热。这跟国家实施家电“以旧换新”的政策密不可分。去年“国补”政策就拉动了企业数千万元的销售额,今年企业参与“国补”的产品又进一步增加。

  飞龙家电集团有限公司总裁沈雪江:我们每天都有货发往上海、北京、郑州这些地方。由于国补政策,一季度国内渠道增长有30%左右。

  沈雪江告诉记者,去年他们出口美国的产品约2000万美元。尽管现在美国市场暂停了,但全年各项经营指标不会作出改变。

  飞龙家电集团有限公司总裁沈雪江:美国加征关税我们只能应对,但是我认为目前的情况,我们有足够的应对方式,可以解决这个问题。

  让小家电加速“东南飞”

  拓展新市场

  浙江宁波慈溪也是我国最大的小家电产业集聚区,拥有众多中小外贸企业。面对不断变化的国际市场环境,这些中小企业独自应对显得尤为艰难。当地政府又是如何伸出援手,助力企业发展的?

  在慈溪优品馆,选品负责人徐浩海正在检查当地外贸企业送来的最新产品。

  慈溪优品馆跨境部运营工作人员徐浩这周上新了差不多有一百多款产品,之前他们都是出口美国这一块,现在想通过我们平台去开拓更多市场,包括东南亚、日韩市场。

  为了促进企业内外贸融合发展,慈溪商务部门把当地的优质产品集中起来,设立了慈溪优品馆,目前已经汇集了1500多款产品,每天来挑选产品的国内外客商络绎不绝。

  福建客商邱书铭:他们相当于没有中间商,工厂的产品直接放到这个平台,我们到时候对接也只是借助平台直接跟厂家对接。

  日本客商早川泰司在这里,各式各样商品产品的特征,可以在短时间内进行比较,我觉得是非常好的。

  作为当地内外贸融合发展的平台,眼下慈溪优品馆正在帮助企业大力拓展东南亚市场,在越南、泰国、老挝分别设立慈溪家电展示中心,让慈溪家电直接面对当地消费者。此前,慈溪家电出口东南亚时首先遇到的产品认证难的问题,如今由平台直接对接,大大节约了认证时间。

  慈溪优品馆负责人陆映珍:如果企业自己去做,最终认证出来可能要五六个月时间,我们因为跟合作方谈好了,可以减少到45天时间。

  陆映珍还介绍,在东南亚开设展示中心的另一个好处就是,能够根据当地实际情况开发合适的产品,去年9月他们开始做东南亚市场,到去年年底出口东南亚的货值达4000万元。

  慈溪优品馆负责人陆映珍:我们今年要干到大概是2亿元人民币以上,2.5亿元人民币左右。我们是想扶持这些企业往品牌化去走,帮他们来拓品牌拓品质,拓展他们整体的销量。

  多方携手

  助力企业困境突围

  根据慈溪商务局前期调研,美国加征关税对慈溪家电企业造成的影响包括:已经生产的产品无法出运、正在生产的订单只能暂停、货款无法正常回收等问题。当前政府、企业和社会各界正在协同发力,全力支持企业从困境中突围。

  在慈溪市商务局,电子商务科的负责人正忙着跟平台企业对接出口转内销的事宜,针对不熟悉国内市场的外贸企业,推出一系列帮扶举措。

  京东家电家居厨房小家电招商经理开设专属的外贸优品专区,通过流量倾斜、全渠道营销支持等方式,去扶持慈溪地区的商家,快速地拓展国内市场。

  不仅如此,平台企业还主动走进外贸企业,利用人工智能技术帮助企业转内销。在慈溪这家以出口为主的洁具生产企业,百度的工作人员正在给企业制作数字人,并指导企业通过数字人来做直播电商,打通国内市场。

  宁波迦南洁具有限公司负责人潘锡安:我们通过跟百度公司合作,利用他们的慧播星数字人技术,7×24小时可以不停播地销售,节省了很多的成本,我觉得这个东西会成为我们未来销售转型的有力工具。

  目前,当地政府部门已经成立了工作专班,专班人员通过问卷调查、走访调研等形式了解企业具体需求,同时还正在积极筹办多场外贸商品集中展销活动。

  慈溪市商务局内外贸融合发展科科长陈灵:我们将进一步整理外贸产品适合内销的一些具体的品类,然后组织多种形式的对接活动,助力外贸企业能够进商圈、进商超,一起共渡难关。(央视新闻客户端)

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