Five Major Transformation Traps For Foreign Trade Enterprises To Fight For Domestic Sales

September 26th, all done enterprise As we all know, in 2002, China's foreign trade began to grow at a large scale, and from time to time, it came to an example of getting rich overnight because of doing foreign trade. For example, a salesperson made a reward of 500 thousand a year. market How to make it difficult and to change its foreign trade to make tens of millions of sales, and a certain textile factory is facing public bankruptcy. Since 2003, it has been doing foreign trade, but it has become the largest textile group in Shaoxing.

China has thirty years of Hedong, thirty years of Hexi, Dong Xiaoquan thinks, doing business often six years for a cycle, 2008, for all pure foreign trade The enterprise is a head start, and those entrepreneurs who are intent on making foreign trade and making a lot of money are suddenly awakened.

But after all, it's not easy to turn around. It's easy for a few mail to make a foreign trade order, and to make it into domestic trade, this money can be very sad. Such as China's planning industry, real estate planning, money, and people are stupid, do not need much technical work, if the real estate planning companies turn to do fast product planning, it is estimated that few can survive. The same is true for domestic trade.

How many years have not touched the steering wheel, fierce one - the global brand network - the ground speed, is really a bit unaccustomed, the environment has changed, the competitor changes the people, more importantly, the consumer's custom has changed, the previous product does not apply, before the recruited person does not work, the former marketing hand is not enough, the former management thought cannot use, how to do?

do OEM No way.

A big agent would be eaten in a few months, and he went to the OEM himself.

If you try to do it yourself, maybe you will pay for the foreign trade in the past few years.

Looking for consulting and planning companies? Not many of them can help. He must be a master and must be an old marketing hand. Without these two things, what can a planning company do to help you?

I met a company, made foreign trade before 2008, earned a little money, tens of millions of money, the financial crisis has come, all of a sudden the order shrink, there is no way out. After two years, 10 million of the total investment and two years after that, how many millions of domestic sales have he made?

In the first year, the products of foreign trade were completely pushed to the domestic market. After 6 months, all the channels were blocked up and the terminals could not be sold. So they listened to the distributors and smash millions of advertisements.

In the second year, at last, there was repentance, readjustment of products and two strikes, and the arrival of several large dealers, symbolizing a bit of distribution, and bargaining with dealers' policies, and ceaselessly promoting sales, so they began to learn lessons. They wanted to recruit skilled professionals to control the channels smoothly. Professional managers came, and they were flickered to carry out terminal promotions.

This enterprise, typical foreign trade experience to do new domestic market: I have good products, I have good orders, I have good salesmen, but I do not have good domestic sales.

Over the past few years, I have done many cases in outward transfer. There are a lot of things to pay attention to, but the following are Dong Xiaoquan's principles, maybe biased, but remember better than forget.

First, turn around and change products. The products of foreign trade only use his quality, not his form. The products of foreign trade are usually based on the production of foreign orders, and have already been well matched with the consumption habits of foreigners. However, such products are mostly globrand.com which can not meet the domestic consumption habits.

Second, medium gross profit, long line. Don't worry about how much money you make alone. Many customers do foreign trade, sometimes a single price difference is equivalent to net profit, which makes money comfortable. However, domestic sales often do not have such a high profit, so many customers do not want to lay down their body frame when they are doing domestic sales. There are not many successful foreign players in the world, but we have no foundation at all. Overnight transformation is unrealistic.

Third, the number of customers, the size of customers. Foreign trade customers, the larger the order, the better, because the first hand, the first delivery, and credit is not bad, domestic customers, layout is more important than size, process is more important than order, smooth than a large number of goods important, encountered a big old customer, do not put yourself in a bit and can not get away.

Fourth, diversion ratio is more important than acceleration. Poor terminal sales is a problem that all brands will encounter. Foreign trade is because foreign customers first have consumption channels to place orders for you. He naturally can digest, and the domestic market is often found to have consumer products after first products. Naturally there will be a period of unsalable sales, forced sales promotion, sometimes playing pearls to the cows, losing their wives and folding soldiers. At this time, it is necessary to re - Global Brand Network - to find consumption places and conduct diversion rather than watering the rotten wood.

Fifth, differentiation is more important than quality. I met 90% of the customers, and they all praised the quality of their products. In this respect, I haven't had any group so confident, but the best products often can't sell a good price, and the best products often fail to sell well, which is a typical two rule theorem in the market economy. I do not know, similar products in the country have been sold everywhere, no characteristic products, brands, in the highly competitive market, or caution is.