Fujian Shoe Enterprises Expand Overseas Rapidly
Search for overseas agents, set up overseas branches, build a sales team overseas. Reporters recently found that many Fujian brand enterprises are busy expanding overseas sales network. For these enterprises, the financial crisis seems to be a rare opportunity to expand exports.
"We have brand and cost advantages, and the expansion cost is even lower than before." Xu Zhihua, general manager of PEAK group, believes that after having "brand + overseas channels", we can dominate pricing power overseas.
招攬海外代理商
"It seems that we must learn English well." Xu Mujie, President of Vangelo group yesterday, said with joking: nothing else, because Vangelo has set up several booths for the Canton Fair, and will personally bring the team to the exhibition.
"This is our first time to participate in the Canton Fair." Xu Mujie said frankly: but the main purpose of the exhibition is not order, but to search for overseas agents for Wan Jie long.
"The company hopes that the proportion of internal and external sales will account for half of the future." Xu disclosed: Although Vangelo is an internal brand, the trademark registration has been completed in more than ten countries. The first step of overseas expansion is to find agents in these countries. "The company's order now has been upgraded to the global order meeting. We require the global brand agents to take part in it."
Compared with Quanzhou, PEAK group has a much faster pace to go out. Xu Zhihua, a PEAK commander, told reporters yesterday that the company began its overseas expansion in 2005, mainly with its agents. It has opened hundreds of stores in more than a dozen countries, accounting for about 20% of the company's sales. "We are now partners in many NBA teams, and brands also have some influence in the European and American markets. They are considering setting up branches overseas to further expand their sales channels."
鋪設(shè)海外銷售網(wǎng)
In fact, it is busy laying the global sales network "made in Fujian". Apart from the above two enterprises, it can also count a long list: the global footwear industry has set up offices and branches in more than 100 overseas countries and regions; XTEP has not only spread its network in Europe, but also in Thailand, Malaysia and Singapore, and Anta boss Ding Zhizhong, who holds billions of cash flow, is going to accelerate the pace of overseas market expansion by acquiring an international top 15 sports brand.
Compared with some domestic enterprises going directly to overseas branches, how to establish and expand overseas sales channels, most of the "made in Fujian" seems to be more keen on the "seeking agents" mode.
"Overseas branch companies can bypass the middle traders and improve the profitability of enterprises. The market feedback information is fast and accurate, so that enterprises can adjust strategies in a timely manner. Once again, it will improve the accuracy and success rate of new product development." The related personage said: although has the above many advantages, after all, the overseas branch company has the huge expense, one year often tens of millions of tens of millions of expenses, therefore the enterprise is not suitable to advance.
In the view of Xu Mu Jie, as long as we find a "counterpart" agent, although the profit is lower than the direct sales of the branch company, we can quickly cut into the local market through this way. "After all, for most Chinese export enterprises, foreign countries are still an unknown market, and there is also a lack of access to them."
圖謀海外定價(jià)權(quán)
It is precisely this global financial crisis that makes these Fujian manufacturers aware of the importance of overseas sales channels.
"Compared with other enterprises, enterprises with overseas sales networks are not much affected by this crisis, and their ability to resist crises is much stronger." Xu Zhihua told reporters: many domestic brand enterprises have accumulated some reputation in the world in recent years, and compared with foreign brands, the price advantage is still very obvious. If they are matched with certain overseas sales channels, they can have certain pricing power.
"Channel dominant pricing power", Xu Yi further stressed to reporters that even if a brand has a certain reputation in the country, if its overseas sales remain at the order level, it will often be strongly overcharged by foreign buyers, leading to good prices for good goods. "With a brand + channel, a dress of 100 yuan is expected to sell for 200 yuan."
Editor in chief: Xu Qiyun
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