Channel &Nbsp; Export Shoes To Domestic Sales Of Bulk Cargo Channel

In June 21st, domestic sales were like raising children. He was one year old, two years old, three years old, and immature for many years.

Exporting is like adopting a child. At the very beginning, it was 18 years old and very mature.

But we know that our children can never run away. He will always love you. The children are different.

- Zhang Yansheng, director of the Foreign Economic Research Institute of the national development and Reform Commission

Hot and tender, a synonym for the past week.

In from June 18 to 21, 2010, the second Guangdong foreign investment enterprise product (domestic sale) Fair (hereinafter referred to as the second International Expo) was held in Dongguan.

As a whole, buyers from all over the country poured in. As of yesterday, a total of 5369 projects were signed, with a total contract value of 53 billion 930 million yuan, which made Dongguan a hot week in the past. On the second foreign Expo, "the new era of foreign enterprises to expand domestic demand Market Summit", Zhang Yansheng, director of the Foreign Economic Research Institute of the national development and Reform Commission, was cordial to pform foreign enterprises into domestic sales, which was called "raising children" and was recognized by the presence of enterprises. Dongguan's past week was tender and tender.

After the lively 4 day Expo, how can the foreign enterprises turn to domestic sales to continue the heat? In Dongguan, four direct selling centers and three small commodities markets are launched within a year, attempting to dock the Expo and extend it into a "never-ending" fair.

Game in the Expo

In addition to credit, another problem Liao Yongjie encountered was that the mainland businesses needed cheap products and reduced quality requirements, which made the manufacturers very embarrassed.

In the world cup, there will be "assembly number".

The frenzy of exhibitors and purchasers in the second International Expo has gone down the world cup.

More than 1000 foreign companies from all over the country, especially the Pearl River Delta, have brought about 100 thousand high-quality products to Dongguan.

One of the exhibitors is Dongguan port Hongkong Jie Industrial Co., Ltd., which is under the Hong Kong Changchang shoes group. Its sales manager, Liao Yongjie, told the Nandu reporters that this is the second time that Hong Kong Jie participated in the Expo.

"We produce shoes, our products are sold directly to Hongkong and Europe, and they are considered to be the best brands in Hongkong, but in the mainland, we do not know many people."

Liao Yongjie said.

Therefore, I heard that Guangdong started the Expo, and tried to enter the exhibition and seek business opportunities.

At the first Expo and the Expo, Hong Kong Jie tried to use inventory to do domestic sales.

However, Hong Jie's domestic sales path is not smooth.

Liao Yongjie met a group of clients at the first international fair, and later came to talk about business.

One of the conditions put forward by the other side is to have credit, that is, to take the goods first, then sell them and then give them money.

Liao Yongjie regrets to recall that this kind of credit is often unable to get money back, and manufacturers are also going to run Beijing and Shanghai to push debts, but they may not succeed.

In addition to credit, another problem Liao Yongjie encountered was that the mainland businesses needed cheap products and reduced quality requirements, which made the manufacturers very embarrassed.

The other side looked at the shoes of Hong Jie and asked whether they could open a lower price without asking.

"The biggest feeling is that many businessmen in the territory do not talk to you about quality, they talk to you about the price.

The quality of our shoes exported to Europe is strictly enacted according to the standards of others, and the quality must be guaranteed.

We need to lower prices unless we are willing to cut corners, but our boss still doesn't want to do so.

Liao Yongjie said.

Nevertheless, Hong Jie is still trying to sell domestically.

"We only do inventories, and the prices can not be reduced. We must pay cash on delivery, hand in hand delivery, or some customers are willing to do business with us, but the volume is relatively small, and the progress is slow."

Liao Yongjie said.

In his view, if there is no effort for 5 years and 10 years, it is impossible to do well in domestic sales.

Small and medium-sized enterprises such as Kong Jie are widely distributed in Dongguan.

According to the insiders, most of the people who come to the Expo are SMEs.

Because large enterprises can build their own channels to brand themselves, and complete the pformation from export to domestic market.

However, some small and medium-sized enterprises with limited capital strength need a platform for export to domestic sales, and introduce their products to domestic buyers.

According to the second national economic census recently released the main data bulletin, Dongguan legal person enterprises close to 50 thousand households, the industry estimates that 50 thousand of these households, more than 90% of the enterprises are small and medium-sized enterprises.

Therefore, some people say that the Guangdong Expo is Dongguan's Expo.

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Direct sale outside Expo

"After the end of the Expo, where do businesses go direct? I think Dongguan's various local factory direct selling platforms can be made into a never-ending Expo."

Someone directly aimed at the customer group like the Hong Kong Jie in the Expo.

He is Zhang Junchao, general manager of small commodity city of Pearl River Delta.

"No one knows Dongguan's business better than I do, because I know what the SME owners are thinking about, what they are facing and what they need urgently."

Zhang Junchao is located in the Pearl River Delta small commodity city of Nancheng District, Dongguan. At present, site renovation is being carried out. Many well-known enterprises, such as Xu Fuji and Huamei, have signed the settlement agreement.

The Pearl River Delta's small business city merchants' invitation document shows that the commodity city has launched a "Pearl River Delta, serving the South China, wholesaling the whole world" sign, making the Pearl River Delta's direct selling wholesale market for daily commodities, and creating "bulk cargo" for Dongguan.

Zhang Junchao's idea is to use the direct selling market or direct selling wholesale market such as the small commodity city of Pearl River Delta to undertake the function of Guangdong Expo.

"The Expo is four days, and your order is bigger. The problem is also limited. After that, where can the enterprises go direct? How can the functions of the Expo be extended? I think Dongguan's various local factory direct selling platforms can be made into a never-ending Expo."

Before the small commodity city in the Pearl River Delta, Dongguan has already had a number of "direct selling centers" and "direct selling wholesale markets".

The first batch to become the direct selling center of Dongguan is Xinhua South M A LL, Changan Zhongyuan City, Da Long Mao weaving trade center and Changping Jing 9 toy city.

After the first overseas Expo held last year, Dongguan intends to guide outward oriented enterprises to open up the domestic market. In November 11, 2009, the municipal government issued the "Dongguan factory direct selling center implementation plan" and "Dongguan factory direct selling center identification management measures", and encouraged Dongguan manufacturing enterprises to expand domestic sales through direct selling centers. After two months of declaration and recognition, the four projects became the first batch of projects approved to build Dongguan factory direct sales center in January 7th this year.

According to the plan, the 4 direct selling centers will be opened in the middle of this year. In April 30th, Xinhua South M A LL direct marketing center has taken the lead in trial industry.

The direct selling center of Dalang International Wool Textile Trade Center began to open formally in August. Now more than 40 enterprises have taken more than 10000 square meters of pavement.

Changping's Beijing Kowloon toy city and Changan's Zhongyuan town were originally planned to open in the middle of the year. However, due to investment and other reasons, the official opening of business needs to be postponed.

Meanwhile, 3 small commodities wholesale cities in Dongguan broke through.

First of all, at the end of April, Dongguan Yiwu small commodities wholesale city, which was located at Daling mountain, first came to the surface to announce its investment. In May 11th, the Dongguan Yuan Xing (International) small commodity wholesale market in Changping also announced the launch. Then, in May 20th, the Pearl River Delta small commodity city in Nancheng also officially announced the launch and investment.

Although these three wholesale markets are not approved by the government, they are also selling direct selling cards.

Ren Qiang, assistant general manager of Dongguan Yiwu small commodity wholesale city, said that their projects are also actively applying for direct selling centers.

The slogan of "Pearl River Delta small commodity city" is "direct sale in Dongguan". Yuxing (International) small commodity wholesale market also has to build a wholesale market for Dongguan's daily commodities.

Unlike the direct selling center, the small commodity city not only welcomes factory direct sales, but also does not refuse dealers. At the same time, for the success of the project, some have also introduced strategic partners from Wenzhou, Zhejiang and Yiwu.

Channel difficulty

"My company's products are sold to a hypermarket for a set of four piece sets of only 160 yuan, but the channel business has sold 700 yuan. We have worked for others in vain."

No matter it is a direct selling center or a small commodity wholesale city, no matter what the name is, the target is the domestic market made in Dongguan, and the bulk goods are made for Dongguan.

But the way of direct selling is not smooth. The most puzzling business is the channel.

In June 18th, organized by the Organizing Committee of the second external Expo and the "Summit Forum on expanding domestic demand in foreign enterprises in the new era" organized by the Southern Metropolis Daily, the entrepreneurs' remarks at the meeting mentioned that they were very not suited to the domestic sales channels, and that the channel businesses did not pay according to the contract and the high entry fees.

Zhang Junchao has done a detailed investigation on the channel confusion of enterprises.

Since the second session of the June 18th Expo, Zhang Junchao immediately dispatched a market research team to investigate the exhibitors.

"I find that many small and medium business owners have really tasted lots of benefits in the Expo. They have met many customer groups and have taken many orders, but they may not be happy."

Zhang Junchao said.

Because small and medium-sized enterprises rely on big stores, they get very little profit from them.

Qiu Zongru, the boss of Dongguan hi dream home furnishings Co. Ltd., has great feelings about this.

"My company's products are sold to a hypermarket for a set of four piece sets of only 160 yuan, but the channel business has sold 700 yuan. We have worked for others in vain."

During the second session of the Expo, Qiu went directly to the small commodity city of Pearl River Delta and signed a shop.

"This is my fourth shop, trying to be with the wholesale market, to do their own brand, the effect is still available."

In fact, many enterprises also have contact with the large market, as in April 8th last year, the Dongguan Foreign Trade Bureau, the Municipal Economic and Trade Bureau and the WAL-MART three parties jointly sponsored the "Dongguan export oriented enterprises to expand domestic market training and the WAL-MART purchase docking meeting", with the participation of nearly 500 export enterprises. However, many enterprises found that the WAL-MART purchasing manager hoped to buy the inventory at the lowest price, and then quickly returned the capital, which would reduce the price of the enterprise and reduce the profit on the one hand, and on the other hand, it could not reflect the brand of the enterprise.

Zhang Yusheng, President of Dongguan Chaoshan chamber of Commerce, said that relying on large stores for domestic sales, enterprises do not have their own customers' resources and are controlled by others. "Many stores have big bully customers, and products enter the field with harsh conditions. Enterprises usually supply first, and after sales, they can receive money, risk is large, profits are low, there is no cash flow, and enterprises are too passive."

It is another way to build its own sales channels, such as opening stores and franchised stores, and opening counters in shopping malls.

At present, Dongguan's Tai Sheng furniture and Long Chang international manufacturing industry have taken action.

However, to build a wide coverage of retail channels, we need a lot of capital and better brands to support. For the vast majority of small and medium enterprises in Dongguan, it is just like talking about dreams.

The emergence of direct selling centers and wholesale markets cater to the needs of these enterprises, which can solve the bulk cargo problem faced by most enterprises. There are not many stores and little capital requirements. However, facing consumers and purchasers directly, it may be just a retail outlet, but the buyers in the Pan Pearl River Delta region and even the whole Southern China area may get goods, and their radiating capacity and energy are very large.

The centralization of direct selling centers and small commodity wholesale markets obviously appears to conform to the current situation. Both the government's guidance and the impulse to invest in private capital are obvious.

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Stir up a pool of professional market

In fact, investing huge amounts of money to build a specialized market is merely building a reservoir in the entire circulation. Even if your reservoir is built too big, if the pipeline is blocked or very small, the water will not come in nor out. The water in this reservoir is just a pool of stagnant water.

The direct selling center and the wholesale market have risen and are expected to nurture and improve the current business environment in Dongguan.

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, likened the direct selling center and the wholesale market to a large reservoir.

It says that not only in Dongguan, many industries and places will think that invigorating circulation is to build a market.

In fact, investing huge amounts of money to build a specialized market is merely building a reservoir in the entire circulation. If the pipeline is not available or very small, the water will not come in nor out. The reservoir is only a pool of stagnant water.

As the government and investors, it is more important to think about how to build pipelines to link up the procurement of materials, goods and terminals at the professional market, trading platform and source.

On this issue, Dongguan has two comparative weaknesses. One is that the commercial base of the city is not strong. Humen and Shilong have certain foundation and tradition of wholesale industry. At present, they are developing fairly well. Unlike Guangzhou and Quanzhou, they are important historical port cities.

On the other hand, based on the basis of manufacturing industry, Dongguan has always been a shopping trader. Many people in Dongguan have gone out to do business. Unlike Chaozhou businessmen and Wenshang businessmen, there are huge businessmen. It is much easier to expand sales channels.

There is even a view that Dongguan does not have a strict sense of Dongguan, and the city lacks the tradition of doing business, which is also the difficulty of expanding domestic sales.

Now some small commodity cities have introduced Zhejiang and Chaoshan partners, which are complementary resources.

"Made in Dongguan" bulk cargo channel

Most of the commodities in the Yiwu small commodity wholesale market come from the Pearl River Delta. The most important thing is Dongguan's manufacturing. Dongguan is the origin of daily goods, and its products are sold at home and abroad. Traffic and geographical location are equally superior. They should have the conditions to create a big market for themselves.

The emergence of direct selling centers and small commodity wholesale markets has provided an effective channel for expanding the domestic enterprises in Dongguan. But in the eyes of Huang Haitao, deputy general manager of Dongguan Huarui Industrial Investment Co., Ltd., Dongguan's role in manufacturing direct selling market is not only for the manufacture of bulk cargo channels for Dongguan.

Huang Haitao believes that the current dilemma of Dongguan's manufacturing industry is that it has no pricing power, and is constrained by the trading side. To change the status quo and upgrade the industry, the key is to change the old manufacturing function and set up an industrial chain that integrates production, learning, research, supply and marketing. The active and active direct selling center or specialized market is a key link to guide the pformation of Dongguan manufacturing industry from the processing and manufacturing links to the comprehensive circulation links such as procurement, R & D and logistics distribution. It can drive the development of the whole industrial chain.

It is very simple that Yiwu originally had no manufacturing industry. First, there was a small commodity city to drive the development of the local manufacturing industry, and then to promote the three industry such as the local financial services and Exhibition Hotels. Dongguan has the advantage of manufacturing industry, and its location is even better. Why can't we build a big market for Dongguan to create itself?

In fact, Dongguan has long been moved to create the idea of "Yiwu Commodity City in Dongguan". Wang Wei, executive director of Dongguan trillion Yuan Industrial Investment Co., Ltd. is one of them.

In 2002, Wang Wei was invited by friends to visit the small commodity city in Yiwu.

At that time, Yiwu's small commodity business was not yet in its current size, but its development momentum and hot scenes had shocked Wang Wei.

He found that most of the commodities in the Yiwu small commodity wholesale market came from the Pearl River Delta. The most important thing was Dongguan's manufacturing. Dongguan, as the place of origin of daily goods, had the same advantages in pportation and location. It should have the conditions to build a big market for itself.

After returning, Wang Wei told his business partners that they thought they would have such a project in Dongguan, especially when they were doing wholesale business. Wang Wei started his small commodity wholesale market. However, due to reasons such as system, land, capital and so on, he failed to get what he wanted. However, the small commodity city complex had been lingering in his mind until early 2010.

The foundation of Dongguan's economy is manufacturing. The market of Humen's clothing and thick streets is bigger and bigger, and the ability to resist market risks is stronger. It is because it has established a perfect industrial chain, including circulation links, and the more than 20 garment specialized market in Humen core area. The annual rendezvous and Trade Fair has initially possessed the functions of wholesale, exhibition and business.

However, Wang Wei believes that there are still many channels for circulation in Dongguan.

If we establish a perfect circulation channel through the direct selling center and the professional market, it will be a driving force for sustainable development of Dongguan, just like the two pulse of Dongguan's economic development.

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Enclosure and risk

There are almost three small commodity wholesale markets in the near future. Obviously, there are many resources overlap, blind layout and lack of planning, which is an important problem in direct selling of Dongguan.

The emergence of a large number of small and medium-sized centers and small commodity wholesale markets in Dongguan is also considered to be a risk of "duplication of construction and waste of resources".

Judging from the current investment and operation status of the four direct selling centers, the effect is still not ideal. The investment situation of the four projects has not reached the expectation, and the business is also deserted, so that some of the direct selling centers still need to delay opening. Although the market needs to be nurtured, it is more or less disappointing.

Three small commodity markets, from the perspective of investors' feedback, the investment is relatively ideal, but there are still people in the industry who are worried about its rush to the market.

An industry insider who does not want to disclose his name said that there were almost three small commodity wholesale markets in the near future. Obviously, there are many resources overlap, blind layout and lack of planning, which is an important problem in the manufacture of direct selling Dongguan.

Reporters found that this year's three small commodities markets, one located in Changping, one located in Daling mountain, one located in Nancheng, the location is very scattered, and the main hits are small commodities, positioning coincides.

Although the location of the four factory direct selling centers is stagger, such as the big wool weaving trade center's main wool weaving, Chang Pingjing's nine cities are the main toys, but there is more serious resource coincidence between each other and the small commodity wholesale city.

Compared to Yiwu, where the market is very concentrated, the International Commodity City, the garden market, the bin Wang market three clusters of small commodity cities, accounting for about 80% of Yiwu's small commodity market business, and product classification is clear, to Yiwu, buyers as long as the taxi drivers say what products to buy, the driver will be directly to the corresponding area.

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, said that the driving force of Dongguan's private capital on circulation is very large, but private capital is indeed a double-edged sword. It is strong in spontaneity and fast in pformation. However, profit seeking brings blindness.

Huang Haitao said that every city development commodity trading center must combine its own characteristics, but there must be a plan. The small commodity city of Yiwu is large and full, and the market is concentrated. It is not necessary for Dongguan to produce thousands of acres of land to build a large market like Yiwu. There is no need for Dongguan to develop the direct selling market. It is inseparable from the characteristics of the manufacturing industry.

He suggested that according to the characteristics of one product in Dongguan's manufacturing industry, the specialized markets and the wide market of small commodities should be built up, and the resources of these markets should be integrated to form a chain of Dongguan's manufacturing domestic products, so that every buyer to Dongguan can easily purchase the goods they want.

Export to domestic sales still needs government guidance.

Now, the most important thing for the government is to create a low-cost, convenient, efficient and relaxed environment for the circulation of Commerce and trade in Dongguan.

In the field of export to domestic sales, the government still needs to play a leading role.

Huang Haitao said that in the first twenty years, the government's "Inaction" made a huge contribution to the rapid development of Dongguan's manufacturing industry. But now, in the pformation period, it is very important for the government to guide the government in the pition period.

Now, the most important thing for the government is to create a low-cost, convenient, efficient and relaxed environment for the circulation of Commerce and trade in Dongguan.

Of course, the road of export to domestic sales is long.

In the second session of the Expo, "the new era of foreign enterprises to expand domestic demand market summit", Zhang Yansheng, director of the national development and Reform Commission's Foreign Economic Research Institute, made an image analogy: "domestic marketing is like raising children for yourself. He always has one year old, two years old, three years old, and many years are not ripe."

Exporting is like adopting a child. At the very beginning, it was 18 years old and very mature.

But we know that our children can't run away, he will always love you, and the children are different.

This view has been recognized by many people and has been cited most widely.

For example, the channel of domestic market is not sound, the commodity circulation is closely guarded and all kinds of grey areas are the fundamental reasons for foreign trade enterprises to fear domestic sales.

Relatively speaking, exports are much simpler, and perfect foreign markets and sales channels, so that foreign trade entrepreneurs only need to focus on producing the best products.