Chinese Shoes And Clothing Enterprises Face Domestic Market Instead Of Foreign Trade

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Fluffy and jolly: "feel 100% wool is absolutely good."

Fang Min, who wears a pair of glasses, keeps asking the passers-by to look down. Compared to the shyness at the beginning, his voice has become as natural and skilled as the "professional vendors".

These stalls are located at some subway estuary, but the stalls are not fixed.

For example, the first week, they scattered along the subway line 2 to Changning, Huangpu, Pudong and other places. After 11 p.m., they will gather at the subway entrance of new line two on line two, and focus on marketing.

He worked for a company that exported hundreds of millions of dollars in the past year.

But since the second half of last year, export sales have begun to shrink.

The woolen sweater, worth only about 2000000 yuan, was originally driven by orders from a European Brand Company. The order was made in July. Soon after the collapse of Lehman brothers in September, the company suddenly disappeared.

The dress was all put on the stall.

Turning to the domestic market, digestion of huge export capacity has become the only straw to survive.

According to the survey conducted by the China foreign trade center of the Canton Fair, about 70% of the enterprises participating in the autumn trade fair in 2008 are ready to choose "export to domestic sales".

Fang Min and his boss soon discovered that exporting enterprises to domestic sales was no longer easier than sailors going ashore.

After graduating from school in 2000, he entered the company directly.

This is a pure clothing processing trade enterprise, buried in the export, declined all domestic trade orders.

After 2003, the annual export volume of enterprises has remained above 100 million yuan.

By 2008, the profit margin was only 2.5% - 3%.

Some salesmen's list is in deficit.

The 20 thousand dollar business lost 4000 yuan.

Although the exchange rate factor is also considered in the pricing of the contract, the price of the forecast can not keep pace with the appreciation of the renminbi. The pricing of the contract is particularly difficult and high. Foreign businessmen turn around and go down.

Fang Min is also one of the participants.

The meeting gave orders: the products will be pferred to the domestic market to digest, and all the foreign trade clerks of the company will "turn back" and change to domestic trade promotion.

Fang Min was very angry and funny.

The company's production capacity is considered first-class in China.

But for so many years, he has been immersed in the OEM order, and he has no questions about brand, management, design, market network and so on.

Now we have to turn to domestic sales to find empty hands.

Fang Min summed it up as "six without": no brand, no research and development, no channel, no team, no experience, no system.

In the next half month, the company quickly completed a series of basic work such as trademark registration, corporate identity design and so on.

The company has recruited a group of salesmen, established an internal marketing team, reintegrated the simple business department and processing department, and split the marketing planning, human resources, development and design, technology production, market development and other departments.

At this point, a system of product development and marketing has been formed.

If you want to stand up again, laying your own marketing network is not easy.

Fang Min said that after establishing a marketing system for the domestic market, "the company just paid the employees more than 3 times more than before."

After half a year of operation, a lot of cumbersome public relations have been carried out to enter the large and medium-sized shopping malls in Shanghai.

Fang Min said, for example, 300 yuan a shirt, processing fee is only 30 yuan.

Where did the other 270 yuan go?

It is consumed by this long intermediate link, and consumers and producers are not benefited.

Different from the overseas customers' relatively good clearing mechanism, the domestic customers are basically using after sales payment, which is totally different from the cash on delivery of foreign trade.

Even some customers don't settle their clothes after they are sold out.

At present, about 3000000 yuan has been delayed for half a year, so far it can not be returned.

On the eve of the national day of 2008, the top executives of the company came to dinner with three merchants who wanted to act as agents, and Fang Min joined in the negotiation and cooperation at the table.

One of the Dalian businessmen insisted on giving him a policy of first payment and payment.

The businessman said to him.

After a batch of self created brands were put off the line, many of them were stored in the warehouse, plus the previous export orders, and the accumulated clothing value reached at least a million.

The chairman of the board called Fang min to announce that the products of their own brands were looking for agents, and the list of foreign trade unsubscribe was not matched by the product style and the products of their own brands, so they had to go to the wholesale market in Cheap Road and other places by the company's salesmen, or to sell the stalls in the subway outlets.

The about 2000000 yuan woolen sweater went to the stalls.

At the very beginning, the price was 280 yuan per item, but the patronage went away.

Fang Min, who used to sit on the computer desk, did not know how to greet his guests. One evening he came down and sometimes he did not sell anything.

Fang Min, who is still on vacation, told reporters: "I feel that this winter is even colder than last year's snowstorm. As long as the company does not lay off workers, we will thank heaven. We will try hard to sprint again after the end of the year."