Market Globalization Of Private Enterprises

In recent years, our country

In the past, private enterprises in China focused on the operation of the domestic market, and most of them were from the bosses' sensitive nature of the changing trend of the market.

But with the advent of the era of knowledge economy and globalization, especially the steady growth of the strength of Chinese private enterprises, their products have entered.

How to survive in a globalized environment and how to succeed outside the country has become a very important topic.

Through pnational (

It is the international famous multinational enterprises entering the Chinese market. It has to take into account the actual situation of the Chinese market and have to adapt to the actual situation of China and operate and manage Chinese companies according to the actual situation of the market. That is what we usually call localization.

If it fails to do so, it may only invest in the Chinese market without a reasonable return, and profit is the ultimate goal for all enterprises to maintain and survive.

Therefore, as we enter the global market and adapt to the new environment, we have the same problems as the multinational enterprises mentioned before, and they need a long process to adapt to our domestic environment. We also need an adaptation process to adapt to international marketing.

However, relatively speaking, it is much simpler for us to enter the international market. On the basis of familiarity with the standardized operation, we can penetrate into the international market in various ways in light of the actual needs and strategic needs of enterprises.

In fact, our private enterprises must take advantage of the clear and clear property rights system, flexible operation mechanism and quick response to undertake more attempts of Chinese enterprises to enter the international market. Many enterprises are taking the right way to enter the international market, which is suitable for their own characteristics. This has naturally become a historical mission of our private enterprises.

Because our private enterprises are the product of market economy and market system, China's private enterprises have become an important part of enhancing our country's comprehensive economic strength and participating in international market competition.

Mr. Li Xinghao believes that the basic elements of pnational marketing and domestic marketing are the same, but because it is faced with consumers from different countries, it is necessary to readjust these marketing elements.

The sale of private enterprises to the whole world must solve the following major problems:

1, the brand decision problem to be solved in the global sales of private enterprises in China.

The products (or services) of our private enterprises have entered the mature international market.

Therefore, in many ways, it is not always used. It is often not the problem. It is the problem that requires you to solve, or the fear of dumping the cap on your head, so that you thought that the advantage of being in the national memory would make you feel gone.

In fact, this is very normal, indicating that people have already regarded me as a competitor, and began to attach importance to us. Foreign consumers began to identify with our products and brands, which is a good phenomenon.

The key is how we should deal with all kinds of challenges, defuse risks and seize opportunities.

On the basis of the same quality and technology level of similar products, I believe that our Chinese enterprises, especially China's private enterprises, have great advantages compared with multinational enterprises, and have a good performance price ratio.

But where is the biggest weakness of our private enterprises in developing pnational marketing?

Mr. Li Xinghao believes that the main difference lies in the brand gap. Many of the existing products of our private enterprises, such as Guangdong's CHIGO group, are developing and expanding with the help of the world appliance manufacturing center to China. In the mature markets abroad, once consumers think of buying certain products, they immediately think of brands like the US or Japan's appliance giants, because this is itself a fairly mature product, and the brands of other countries have already established a very high recognition in those markets, which has been widely accepted by the people and recognized by others.

In this case, even if we have the important foundation of the world appliance manufacturing center, and the foreign market does not refuse the products that the pnational corporations are producing in China, why is it hard to form the real purchasing power by putting up Chinese brands? Essentially, compared with the old ones of the international appliance industry, our own brand pulling is obviously insufficient.

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Then, how should we make decisions in the international market as the decision-makers of private enterprises?

At present, our private enterprises must not adopt the simplification mode in brand decision making, and must combine the reality of each enterprise.

It has been put forward that "building famous brands is a game of developed countries' pnational corporations", which is based on certain assumptions but too pessimistic.

In fact, our private enterprises must establish brand awareness and dare to create famous brands, especially to dare to create world-class brand names in China on the international market.

The creation of a large number of world-renowned Chinese brands is the dream of many Chinese private enterprises and private entrepreneurs. For example, creating a world-class brand in chiller's field is the ultimate goal of Li Xinghao, chairman of CHIGO group, in the pursuit of brand names.

However, in the specific pnational marketing brand decision and practice, CHIGO still adopted the brand management method that is suitable for its enterprises.

First of all, the CHIGO group is not afraid of making OEM for foreign appliance giants. This is usually determined by the national conditions, and is also the need to expand the scope of product use and make full use of sufficient capacity.

Secondly, OEM is not only simply doing business.

For example, when working with Korean Hyundai Group, it is responsible for operating the modern brand air conditioning projects on a global scale, using the strategy of "borrowing the ship to sea" and gaining more autonomy, so that the global sales of global brands are done by the excellent sales team of Chicago, which helps to achieve the success of the "go global" strategy of the CHIGO group and has accumulated valuable experience for the HVAC products that will be launched worldwide in the future.

Third, while operating the above business, CHIGO requires its salesmen to sell their brand to customers, which can provide more concessions, technical support or better policy support.

Customers who work with CHIGO often accept CHIGO's products in the early stage of cooperation, accept the corporate culture of CHIGO, and feel that they can enjoy the support of such excellent products, so they are very enthusiastic about running the brand.

The leaders of CHIGO also often go out to investigate the market. For example, in early October of this year, Zhang Ping, deputy director and chief marketing officer of CHIGO, who took charge of marketing, took the field to visit the market, strengthened communication with his distributors and agents, and promptly solved some problems that may exist in their cooperation process, especially laying stress on pragmatism.

This trip to Europe brings back a lot of useful information.

It has made many first-hand materials for the promotion of CHIGO in the world, and is conducive to the company's brand decision making at the macro level.

With the expansion of its global coverage and market share, the product advertising investment and brand promotion activities suitable for different countries will gradually expand.

Another important way to disseminate brand ambition is to invest in factories in local areas, and turn the original brand of Chinese air conditioners into local brands in the eyes of consumers. When making product designs, they try to consider the styles and habits that conform to local consumers' preferences.

In short, in terms of brand issues in pnational marketing, CHIGO does not engage in one size fits all and does not engage in one-way thinking.

Some private enterprises may be willing to become the production base of foreign multinational groups. Some private enterprises are holding the desire of rejuvenating the national industry with paranoia. In spite of the fact that the foreign market's acceptance of our Chinese brand, even the idea of not doing it with the "private brand" export business, is obviously not in line with the trend of international cooperation and cooperation.

The idea of "the best is the best" runs through the whole process of Yu Zhigao's brand management, with particular emphasis on reality, but the purpose is to explicitly launch its own brand.

Of course, there are many domestic enterprises dealing with brand experience, which is worth learning from.

But we must adhere to the actual situation of the enterprise, have many big energy, do many big things, do not do unrealistic goals in the short term, do not reach the directive of the actual situation of the market, brand building steady and unboastful, this idea should become the mainstream thought of our private enterprises.

2. The sale of private enterprises in our country will solve the problem of product path in the world.

Going out of the country, we are faced with a strange market. The familiar mode of operation in the domestic market is temporarily losing its guiding role.

In view of the foreign market, our products need to go out, what channels to go through, what problems to solve, how products are distributed to terminals, how to adopt appropriate ways and means to reduce logistics costs, etc. This is a problem that we Chinese private enterprises should consider.

When we first entered the international market, basically, as long as the products can be circulated and delivered to customers in a timely and accurate manner, they are basically satisfied.

With the accumulation of our experience in export business and the understanding of foreign markets, especially the understanding of the circulation process of commodities, we have managed the whole process of product access and improved the recognition of foreign customers to our products and services.

First of all, according to the characteristics of the export business, we start the process of solving the problem of product access to the order of receiving orders. We ask the salesmen to understand the requirements of our products and provide sufficient information to the company headquarters. Besides the delivery date, we should also consider the preparation of distribution parts and special packaging requirements. Then their next process will promptly confirm the information received by the received information, and quickly calculate the more accurate shipping date according to the experience and matching capabilities. The person will carry out docking and tracking to ensure that the information is not lost, and the communication mechanism is very smooth. At the same time, we should consider minimizing the approval process, shorten the process of approval, and shorten the process and improve efficiency.

Secondly, we set up a customs declaration department in private enterprises, and invite professionals who are familiar with the customs declaration process to operate customs clearance.

The problems that may affect customs clearance, early elimination and strict management may be reduced, so as to minimize the detention of batches of containers as a result of certain reasons.

It also requires them to be familiar with the international logistics situation and to consider the problems that may arise as far as possible.

Thirdly, in the aspect of logistics cost control, we have established close cooperation with international logistics giants, strengthened consultation and communication, and improved the negotiation ability with the advantage of export business scale, so as to get expert consultant service in logistics, and put forward a better logistics solution.

Fourthly, when developing to a certain stage, we must consider setting up a permanent organization in the foreign product sales place, establishing a sales company or an office, and completely opening up the logistics channel.

The problem of product access is a problem that can not be ignored in China's private enterprises. How to make use of international modern logistics to serve our products is an important topic.

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3, practical problems to be solved in China's private enterprises going global.

Mr. Li Xinghao believes that on the topic of pnational marketing, there are still many problems for our private enterprises to consider as soon as possible.

He talked about the views of CHIGO group.

First of all, with the change of market situation at home and abroad, CHIGO realized strategic readjustment in export.

There have been two changes. First, the efforts of the previous market share are more to win the OEM business. Now it has been pferred to the private brand export with the advantage of cost and price. The two is mainly the small scale customers, mainly in Southeast Asia, Africa, the Middle East and Western Asia. Now it has been pferred to the regional market focused on Europe and America.

Secondly, with the increasingly optimistic export situation, CHIGO is not only satisfied with the expansion of overseas customers, but also extends its vision to the management of major customers and seeks international cooperation. It has set up a major customer group to contact and manage key customers.

The success of early modern cooperation with Korea is exemplary. Later, the 20 thousand Athens Olympic Games Hall project has also become a classic case.

CHIGO has also cooperated with GM, Japan, MITSUBISHI, Auchan, Germany, Germany, Mitsui, Mitsui and Wheelp in related fields this year.

CHIGO has set up factories in Vietnam, Thailand, Botswana and other countries. Now it has set up fourth overseas factories in Nigeria, and overseas expansion strategy has been launched. This has laid a solid foundation for the global development of CHIGO products.

Again, the main reason for the smooth development of overseas business is that CHIGO has continuously enriched its products, extending from ordinary household air conditioners to mobile air conditioners, dehumidifiers and commercial air conditioners. Then, the products are of high quality, and almost all the representative products have been recognized by Chi Gao products. Once again, CHIGO's products have cost-effective advantages. Both in domestic and overseas markets, the price performance advantages are the magic weapon for Chicago's success, and more than 50 supporting enterprises have established a solid foundation for cost-effective performance.

Finally, the reason why CHIGO group has made such a good achievement in pnational marketing is mainly the flexible talent mechanism.

Many private enterprises do not pay enough attention to the role of talents in the issue of pnational marketing, and the treatment is only a little better than domestic marketing personnel.

At that time, when initially doing export business, CHIGO took a large amount of the net, and drew a lot of elites in the export business in a short time. Moreover, their performance was very obvious. The way of promotion and the level of salary and welfare were flexible in the domestic market, mainly from the foreign market, and the profits of products were relatively high. Their business was higher than the marketing quality of the domestic market, at least required a good foreign language level, and they must have a better understanding of the various situations of the customers in the country so as to have a good communication.

However, with the further development of the international market, Chinese private enterprises will encounter many new problems in marketing. Among them, the most important thing is how to pform from the lower profit level to the higher profit level. With the continuous improvement of China's product technology and quality level, it is a long-term goal to improve the profit contribution rate of products.

Finally, Mr. Li Xinghao said that if the products of our domestic enterprises operate in the international market for a long time, the problem of anti-dumping in the world will soon need us to spend more resources to solve them. The same competition mode is also not conducive to the upgrading of our industries and the image and grade of Chinese products in the international market. It will also increase obstacles for Chinese enterprises to develop pnational marketing and create world-class Chinese famous brands. It is time to consider changing from price competition to value competition, hoping to arouse the attention of Chinese entrepreneurs.

Conclusion:

In fact, China's private enterprises are facing the problem of market globalization. Under the existing conditions, how to make full use of this market globalization opportunity and speed up the growth of enterprise strength is a pressing matter of the moment.