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Expanding Domestic Demand And Developing New Battlefields In Winter

2008/9/5 16:32:00 22

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Domestic Marketing Strategy Of Clothing And Textile Enterprises

With the appreciation of the renminbi and the rising costs of various kinds, domestic demand has become a life-saving business for the export market.

Originally focused on the domestic market, want to do better and bigger, the market dig deeper and deeper; and the original export business, in the face of the domestic market is also eager to try, can not stop.

Although it is not spring and no grass grows Ying Fei, but in the cold current, enterprises are still full of dreams.

However, how many companies can dream come true in this cruel environment?

Cui Kai, an independent director of the new agriculture development company of the listed company, said that this year is only the fall of the enterprise. Next year is winter.

Only a rainy day can seize the opportunity of the domestic demand market. Only now can the enterprises that have prepared their brains to prepare for the winter get better luck, but unfortunately they can only withdraw from the market.

　　出口轉(zhuǎn)內(nèi)需，是夢還是真？

"We want to come back to the domestic market, but we don't have enough money."

Lu Wei, a sales manager of a private textile company in Shanghai, complained to reporters.

Lu Wei's private enterprises have not been established for a long time, but few of them are visionary home textile enterprises in foreign trade enterprises.

"We began to vigorously develop our R & D from the second years since its establishment."

After several years of investment and efforts, the second half of 2007 has finally come to blossom.

"We think the situation will be great in 2008."

Lu Wei said, "most of the enterprises in our industry are directly supplied by foreign customers, and the Chinese companies produce the same products.

However, we can now provide the foreign customers with the initiative and get their approval. "

However, the appreciation of the renminbi against the US dollar in the second half of 2007 made people's hearts cold.

"Customers only agree to raise the price by 5%, plus 2% of the tax rebate, which can not offset the negative impact of the exchange rate. We ask our suppliers to reduce their prices, but the result is quality problems, which lead us to pay overseas customers a lot of compensation."

In such a situation, Lu Wei's company once again thought of the long-awaited domestic demand market.

Many home textile enterprises are accustomed to passive acceptance of foreign design samples, so despite the intention to turn to domestic sales, but suffer from the lack of products suitable for the domestic market, do not dare to sell.

The head of a Beijing textile enterprise told reporters that its products were mainly exported to the European Union. "Those market demands are very high, and such products are put into the country without price advantage."

However, for this point, Lu Wei's company is not worried.

At the recently held international home textile exhibition, Lu Wei's team brought 190 products to be developed independently, and tested the water for sale domestically.

"On-site feedback is good.

According to the industry's opinion, 1/3 of our products are suitable for domestic sale. "

But the problem is that despite the right products, there is no money.

"At least 1 million yuan of start-up capital is required for domestic sales, including inventory preparation, personnel system, and so on. The export process is actually from one inventory to another stock, mainly by logistics, while domestic marketing requires marketing, branding, and marketing channels.

It all needs money and people.

And our money is invested in research and development.

Again and again, Lu Wei's business has made the same decision as many foreign textile enterprises, that is, export is no longer easy to sell domestically.

The confusion of products, the difficulty of capital and the hardship of talents may be the main problems faced by many export enterprises who are standing in the doorway of the domestic demand market.

Lu Wei firmly said, "we always want to come back."

When foreign trade gets warmer, when we accumulate a certain amount of capital, we will spare no efforts to do domestic sales.

　　內(nèi)需究竟有多大？

At the end of the interview, Lu Wei suddenly asked the reporter a question, "do you need drapes?"

The reporter was stunned.

The curtain is the main product of Lu Wei's enterprise.

Seeing the reporter's words, Lu Wei exclaimed: "the British often don't wash the curtains, but they throw the new ones in a quarter, but what about the domestic market?"

Lu Wei's emotion triggered another thought.

We often say that the per capita consumption of certain products in China is a fraction of that in the world or in Europe and the United States. Therefore, the domestic market has great potential to tap.

But in fact, how big is the domestic demand market?

The Hongye ye, a sanitary paper manufacturer located in Suzhou Industrial Park, is the heart of APP.

Although Hong Kong's investment scale is quite impressive, despite its famous brand of toilet paper, its performance is relatively inferior to that of several brothers.

Insiders said that because of the lack of experience in living paper, Jin Hongye's capacity design exceeded the needs of the surrounding market, and paper products were not suitable for long-distance pportation, which led to the embarrassment of Jin Hongye today.

The enterprises that are too high or ahead of the actual demand are not only a company of gold and light.

According to a supermarket chain insider, many supermarkets are now actively opening stores in the two or three tier cities. In fact, many cities in the mainland simply can not afford such consumption.

"The managers of these stores are engaged in a job assignment, but it is another matter how many of these newly opened hypermarkets in the mainland can make profits."

Despite all kinds of risks such as losses, businesses are still trying hard.

Because they believe that as long as we persist, with the development of China, we will surely see hope in the future.

A chain fast food industry insider told reporters, "how many? Script src=>"