Analysis: Where Is The Difficulty Of Brand Pformation?

This year

The international financial crisis and Russia's attack on the "grey customs clearance", the businesses that run on the road of the treasure road, have been unable to afford to toss.

Transformation is the labour pains that must be experienced.

For the merchants of the Po Po Road, the so-called pformation will continue to go deep into the Eastern European market, or simply withdraw from the export market and turn to development.

Most of the foreign trade enterprises of the Po Po Road are obviously different from the Pearl River Delta and Yangtze River Delta's foreign trade enterprises: they are concerned about the trend of foreign countries, have their own designers, outsource their production, and have their own sales channels abroad.

However, despite the experience of operating the brand, it is still difficult for the enterprises of the company to apply this experience to the Chinese market.

Instead of simply changing the object and venue of the paction, it is equivalent to the two venture, which means that the enterprise has completed the simple mode of "order, production and delivery" from the past, and has become a complex project that needs to solve previous research, market development, product design, brand promotion, building sales channels, and even dealing with the hidden rules of the market.

First, the intensity of competition in the domestic clothing market is obvious.

Whether domestic brand or international brand name, whether new power or industry bigwigs, are eyeing this market.

It is a long and tortuous process to let a consumer accept and love a new brand that is completely unfamiliar to the Chinese people.

In the past, the mode of foreign trade was familiar to enterprises, and the two sides were willing to abide by contracts and credit.

In order to make the domestic market, we must prepare well for long-term operations.

It is understood that a domestic retail business, from the first shop to mature business, it takes 3 years; and a former foreign trade enterprise to sell domestic, this process will take 3-5 years.

For a foreign trade enterprise which is accustomed to large quantity shipment and large amount return, the operator needs to endure the loneliness in the early stage.

Secondly, the difficulties of channels.

The channel problem is often the core problem that plagued export enterprises into domestic sales.

Because products and enterprises have no brand advantage in the domestic market, they have no channel advantages.

Test the traditional shopping mall channels, the longer payment period and all kinds of expenses will make them feel the pressure of funds and the risk of payment.

Some experts have suggested that domestic market channels are diversified, and foreign trade enterprises should make channels in the domestic market. The most important thing is to find a matching channel instead of blindly entering the most mature or inappropriate channels.

In the development channel, the most important thing for foreign trade enterprises is to develop products suitable for different channels, and tailor them according to their different requirements in product characteristics and functions.

In addition, the lack of staff.

This is the most basic employee in every company of the company.

Just like Xie Jianliang, general manager of Beijing Dongfang Heng Mei International Trade Co., Ltd., there is no shortage of money and lack of people. Although he only said that he was short of designers, he wanted to enter the domestic market. What he lacked was designers, good management personnel, good sales personnel and good marketers.

No domestic marketing network, no marketing personnel, and no market promotion capability are often the main factors leading to the failure of export to domestic enterprises.

However, the environmental factors such as raw materials and labor costs will also lead to difficulties in the process. However, some of the brands have already regarded the domestic market as another leg of their development.

They believe that when the external changes are hard to predict, only walking on two legs is the path of steady development.

Presumably, they are ready to fight a protracted war. Then, only wish them a pleasant journey.