Small And Medium Sized Spinning And Weaving Enterprises Are Working Flexibly Under The Crisis.

On the Spring Festival Gala in 2009, Zhao Benshan said that the greatest pain in life is that people are alive and the money is gone.

Before the outbreak of the financial crisis, Zhang Bingrui's company was a small and medium-sized exporter.

But the problem is coming: because Zhang Bingrui has been exporting, he knows little about the domestic market, and for a while, he doesn't know where to start.

"After the outbreak of the financial crisis, the government encouraged foreign trade enterprises to export to domestic markets.

But how?

Through what channel?

What procedures do we need to do?

We are not sure.

When doing export business in the past, the company was only responsible for the production of products. As for the production of what style, what socks, how to enter foreign shopping centers and so on, they were not worried about the company, they were all responsible by foreign distributors.

Today, Zhang Bingrui must take all the consideration of selling domestic products. He doesn't even know how much money he produces and how to make it in the country.

Zhang Bingrui told the "new finance" reporter, small and medium-sized foreign trade enterprises to become domestic market, sales channel is the biggest short board.

He gave reporters an example of making shirts. "For foreign trade enterprises, the most important problem in the domestic market is that the capital occupied by the intermediate links is too large.

For example, a shirt with a price of 300 yuan and a processing fee of only 30 yuan, so where did the remaining 270 yuan go?

It's hard for ordinary people to imagine that they are consumed by this long intermediate link, and consumers and producers are not benefited. "

In order to reduce inventory as soon as possible, Zhang Bingrui did not spend much thought on it.

Before the Spring Festival, he even took his staff to the stall of the subway in Shanghai. "No way, if we don't sell our stock, we won't be able to pay any wages in the next few months, let alone any year-end bonus."

It's not easy for a business manager to set up a stall.

Zhang Bingrui took off his suit, waved his arms, and peddled in a less standard Mandarin. He could not afford to face his face at the door of business.

Dramatically, when Zhang Bingrui set up a stall, he met another boss who was from Wenzhou. The other party was producing sweaters.

The order made by the boss for millions of woolen sweaters made by a European enterprise was finally smashed into his hands because of the collapse of the foreign businessman.

Two bosses are filled with emotion when they meet on such an occasion.

The day of Zhang Bingrui's stall has only lasted less than a month. The first reason is that Shanghai often has cloudy and rainy weather. Moreover, it is always ready to play the game of cat and mouse with the city management, which also makes Zhang Bingrui half dead.

In the week before the Spring Festival, Zhang Bingrui led his staff to pack up their bags and go back to their homes.

Turning around: after a month's clearance sale, the reporter once again answered Zhang Bingrui's call and asked about the company's current situation.

At the end of the phone, he could not conceal his excitement and voice. He said, "my stock is almost clean."

How did it happen in a short month?

It turned out that when Zhang Bingrui was in a hurry to catch fire, he heard that a shopping mall in Beijing had to set up a large foreign trade collection. As long as the product quality was guaranteed, the enterprises could stay in it, and the expenses of booth fees and entry fees were all free.

This is undoubtedly a great news for Zhang Bingrui.

But unfortunately, he was informed that the time was too late to apply for the news.

There is a good saying: "when God closes a door, he will open a window for you."

Zhang Bingrui learned that a friend's hosiery company had successfully checked in. The sales and sales were good. In just a few days, the inventory was over half.

After consulting with his friends, Zhang Bingrui agreed to send some of Zhang Bingrui's stock to Beijing for sale.

Zhang Bingrui's foreign trade collection is that the mall has opened up some areas for foreign trade enterprises to sell their own inventory products.

This practice is often favored by consumers.

Many Chinese consumers believe that foreign trade products are superior to similar products in quality and style.

Moreover, the prices of foreign trade products focused on exhibition are cheaper.

According to Zhang Bingrui, their company's stockings are basically priced below 10 yuan, "this price not only digested our inventory, but also brought us profits. I didn't expect our products to be so popular among domestic consumers."

What Zhang Bingrui did not expect was that the large volume of foreign trade attracted a large number of shopping malls, large supermarkets, chain stores, wholesalers and agents in addition to attracting scattered consumers in Beijing.

All along, shopping and supermarket entry fees and other expenses have been discouraged by manufacturers. Nowadays, businesses are shopping at home, and most of them are cash pactions, which makes many exhibitors overjoyed.

Zhang Bingrui told reporters mysteriously: "our company has received orders from WAL-MART, although the amount is not very large, but we have been very satisfied.

Unfortunately, such a large number of foreign trade volume is too small, and every time we can only enter dozens of foreign trade enterprises, if more areas, more shopping malls to make room for foreign trade enterprises, we will not worry about no food. "

　　前景：雙管齊下求突圍

Zhang Bingrui knows very well that the foreign trade collection is only a short-term act, and it is an emergency. It is very difficult to maintain the long-term development of enterprises by this short-term behavior.

In addition to sales channels, foreign trade enterprises face many other problems, such as products without brands, no R & D team, no sales team, etc.

Zhang Bingrui said he has started looking for intermediary companies to handle trademark registration and identity recognition design for him.

The company is rebuilding the production and marketing system, and has set up an internal trade marketing team for the domestic market. It has reintegrated the simple business department and processing department, and divided it into marketing planning, human resources, development and design, technology production, market development and other departments, forming a through-train system from product development to sales.

Zhang Bingrui is catching up with recruits. Most of the recruits were old employees who were laid off by textile companies years ago.

"Apart from selling a lot of stock, we are now trying to contact the new foreign orders.

Recently, the state has made a new adjustment to the export tax rebate policy, which is a great benefit to us. Therefore, we dare to take the export orders. "

After a struggle, Zhang Bingrui's business is alive again.

At the moment, Zhang Bingrui is working hard to do two things: first, digest the inventory; two, develop and produce new products.

He hopes to take the initiative in crisis and find his way to break through.

Comment on Zhang Jianhua: Taking the initiative to attack this enterprise is a very typical case.

Once a crisis breaks out, the export of foreign trade enterprises will be damaged and converted to domestic sales, and there will be no direction at all.

Because before the foreign trade enterprises mainly rely on orders, the whole sales chain is built on the basis of honesty in the European and American market for hundreds of years.

Last year, when I visited Guangdong, I found that some foreign trade enterprises preferred to carry on their own businesses, and they did not want to cooperate with local enterprises. One of the most important reasons was that they thought local enterprises were not honest enough.

Another point is that the sales channels, sales methods and customer resources involved in the pformation process need to be explored and searched by themselves.

However, local enterprises are relatively dependent and always want to wait for the government to introduce relevant support policies.

This is the biggest difference between local enterprises and American enterprises when they encounter problems.

When small and medium-sized enterprises in the United States encounter problems, the government does not care about anything. Our enterprises are weak in competitiveness. One of the fundamental reasons is that the government has too much control.

Small and medium-sized enterprises in China are not the same as those in the United States.

First of all, from a large scale, the size of the small and medium-sized enterprises in the United States is bigger and the risk resisting ability is stronger.

Secondly, the growth stage is different.

Most small and medium-sized enterprises in the United States have decades or even hundreds of years of history. They have fixed markets and fixed customers.

The biggest problem for SMEs in China is the short survival time.

In other words, we belong to entrepreneurial enterprises with relatively weak foundation.

However, as the market matures, the situation of China's SMEs relying too heavily on the government has improved.

For example, this case, enterprises already know that through some market means to break through, although there are also the power of the government, but enterprises have already understood that they are looking for opportunities.

Several foreign trade enterprises I know have begun to establish domestic channels and have done very well.

Editor in chief: Xu Qiyun