How Can Dongguan Shoe Enterprises Realize Pformation And Upgrading Through Super Channels?

On the morning of yesterday (21), the third stage of "breaking through the traditional Dongguan processing trade pformation and upgrading vanguard forum" jointly organized by the Dongguan daily, Dongguan foreign trade and Economic Cooperation Bureau and the Secretariat of the Organizing Committee of the second "external Expo" was held in Dongguan modern international exhibition center. The theme of this forum is: the Expo, the domestic terminal platform for foreign funded enterprises' terminal products.

The joint purchasing and trading joint conference of the Municipal Foreign Trade and Economic Cooperation Bureau and the China supermarket (hereinafter referred to as the "supermarket Federation") and the China Chain Store Association (hereinafter referred to as: CCFA) signed the framework agreement on cooperation at the Expo respectively. The two associations will organize retail enterprises to strengthen procurement of manufactured goods in Dongguan at the Expo.

At yesterday's forum, the executives of Tianhong shopping center and Wuhan Zhong Bai warehouse, a well-known domestic retail enterprise, answered how Dongguan enterprises could achieve their domestic sales through the super channel, which was echoed and welcomed by nearly 500 representatives.

At the beginning of the forum, the Municipal Foreign Trade and Economic Cooperation Bureau also signed the cooperation framework agreement with the "supermarket Federation" and CCFA on strengthening cooperation at the Expo.

According to the agreement, two associations will organize retail enterprises to participate in the Expo and strengthen the procurement of manufactured goods in Dongguan at the Expo.

It is reported that the retail industry most concerned about the procurement categories are food, gifts, clothing, shoes and hats, consumer electronics and so on.

It is understood that the China Chain Store Association will continue to serve as a special support unit for this year's Expo. It will try to organize 100 retailers to participate in the Expo and make joint procurement with Dongguan.

At the same time, the association will also organize salon members' seminars during the Expo to achieve better procurement results.

New trend: retail purchasing mode is changing.

Subject matter: the purchasing mode of retail industry is undergoing pformation, and the checkout cycle and admission fee that the export enterprises are worried about will slowly change. More and more export enterprises are expected to join the domestic sales team.

Character files: Gu Guojian, a well-known retail expert, Secretary General of China supermarket joint procurement and trading joint conference.

The previous retail businesses were of the profit type.

The pformation of purchasing mode is mainly reflected in the settlement cycle and the way of cooperation.

Frankly speaking, the previous retail businesses mainly rely on collecting entry fees and other expenses to maintain revenue.

This is called the "profit making" type, and will change to the value type later.

Let retail businesses slowly take the risk of buying and selling goods themselves.

Therefore, manufacturing enterprises need not worry too much about the cost.

If the production enterprises worry about the entry fee and other problems, they can first pilot the sale to the retail retailers of the joint procurement and Trade Joint Conference of China supermarket.

"After a period of sale, the business contract will be determined according to the situation of both parties."

It is hoped that the domestic sales of Dongguan enterprises will be more active.

In April 2009, I brought more than 200 people to Dongguan. I went to two places in Houjie and Dalang. I went to the factory to sweep goods, and I found many high quality products.

Our retail association will open 27 new shopping centers this year, which is good news for Dongguan's domestic sales enterprises.

The enthusiasm of Dongguan's export enterprises to sell domestically is not as big as that of Jiangsu and Zhejiang.

A few days ago, we went to Wenzhou, in just a few days, we completed the turnover of 100 million yuan.

Local enterprises are very enthusiastic and are very willing to try, hoping that Dongguan enterprises can join in the future.

At present, the trend of high-end department stores is becoming larger and larger. Therefore, the market of parity department stores has been given way to large supermarkets.

For these large supermarkets, clothing, shoes and appliances are the most popular commodity categories at present.

Enterprises talk about "zero threshold" in cooperation with production enterprises

China 100 warehousing is a large chain supermarket group in central Hubei. It ranks among the top thirty Chinese chain enterprises, covering a wide range of channels. Last year, it participated in the procurement of the first Expo.

Li Bo, managing director of Wuhan Zhong Bai chain store supermarket limited, said that traditional suppliers generally expand through agents, but agents are slow to study the market. Due to their strength, capital and maintenance problems, they are weak in marketing ability and can not meet the requirements of market expansion and life changing.

Now many international brands are also entering the supermarket, directly to the buyers.

"Procter & Gamble, Unilever and Johnson are all directly supplying warehouses to China, not through agents."

Li Bo said, following this trend, hundreds of warehouses also put forward "cooperation in the fields of vegetable picking, melon picking, fruit picking and mountain picking," and only with production enterprises.

Li Bo said that in the cooperation with production enterprises, China hundred warehouses will implement the policy of "zero threshold".

"For part of the production enterprises, we will have no entry fees, and cash settlement, and there is no return.

For example, the stockings we purchased in the early days were just like that, bought directly from factory cash. "

Li Bo said.

Supermarkets are slowly developing towards department stores.

"We have a purchasing base in Guangzhou, and clothing, bags and shoes and hats are strong in Dongguan. Welcome to contact us."

There are differences between internal and external orders.

With the combination of "department store and supermarket +X", Tianhong shopping mall has risen rapidly from the retail industry. The stores in the Southern China area cover both the central city stores and the community shopping stores.

Zhang Xuhua, general manager of Tianhong shopping center Limited by Share Ltd Commodity Center, said that export and domestic sales are different. Enterprises should pay attention to some common problems.

"First of all, the popularity of domestic brands is too low, consumers are not well aware of the impact of sales."

Zhang Xuhua said that foreign and domestic product standards are also different, especially baby products, which has led to the embarrassment of many companies' export products when they are sold domestically.

Even entering the domestic market, the lack of necessary after-sales service will also affect the sale of products, especially electronic and electrical products.

In addition, in the domestic market, buyers who are accustomed to exporting large quantities of orders may provide small batch and lots of orders.

Tianhong is closer to Dongguan. What kind of products do you need?

Zhang Xuhua replied that differentiated, high quality, low cost and high margin products are most popular.

Site interaction "supermarket Association" threshold is low please join

Consumer electronics enterprises: our company is doing digital photo frames and other electronic products, I want to know how to enter the super business.

Many businessmen are required to match sales promoters, and how to solve the problem of after-sales service?

Li Bo: at present, the amount of procurement for electronic products is not very large, but this is the next product to be introduced when expanding the category business.

After sales service, we intend to recruit businessmen from the supermarkets in the future, and suppliers will have training plans.

Gu Guojian: from the comparison between domestic and foreign supermarkets, the average sales of domestic hypermarkets are 120 million yuan, and the overseas hypermarkets are 230 million yuan.

More than 70% of overseas stores are sold in consumer electronics, which is not well done in domestic stores.

Our supermarket association has set up the consumer electronics department and has entered into 16 super brands. The threshold is lower than that of Gome and Suning.

If you are interested, you can join in and become the seventeenth.

What kind of business must be done?

Luggage Enterprises: we once had 700 thousand yuan products into supermarkets, but not only did they not receive the money after sale, but they also poured 200 thousand yuan for all kinds of fines. How can we solve this problem?

Gu Guojian: This is back to the issue of zero supply relationship.

Traditional business super profits are made through fees, which is very obvious in Shanghai, and suppliers are very concerned about this relationship.

But if suppliers are in the retailer's industry, they will understand that profit targets are pressing them to do so.

I have been calling for business pformation to change from real value to value, but this pformation is hard to accomplish at once.

The retail industry is so big that it will soon turn over.

I believe that with our little efforts, the future problem will be solved well.

Li Bo: not only the supplier should choose the producer, but also the producer must set a good place to choose which retailer to enter.

Before entering the retailer, think about the quality of your product, and which area the retailer is in, and whether it is suitable for entry.