The "Domestic Sales Channel" Of Foreign Trade Enterprises

Over the past three years, Yang Jianwei has been working extensively in the north and south of the river. In order to open up the domestic market, most of the time he was on a business trip. His Beijing love life International Trade Co., Ltd. is located in the famous city of Beijing, and BASIC is the clothing brand that they have been operating in the Eastern European market for many years. Unlike most of the foreign trade enterprises that do OEM (OEM), AI tsan has his own brand from the very beginning and has gained a reputation in the market of more than 20 countries.

Speaking of the reasons for turning over to domestic sales three years ago, Yang Jianwei said with emotion that if it hadn't been for the financial crisis, their plans to sell domestically would not have been pushed forward so quickly. However, this does not mean that they have no concept of domestic sales before. In fact, before 2008, AI has already invested money in the domestic market research, but has never really started to do it.

"We all know that the domestic market space is very large, just because they are not familiar with, do not understand, no one dares to act hastily, psychological bottom." Yang Jianwei told reporters. What really makes AI find confidence in the domestic market is the hot selling scene of AI's clothing.

"At that time, it was a try to see. Foreign orders have been reduced by more than half, so we must try to find a way as soon as possible. So we followed the foreign trade exhibition organized by the Ministry of Commerce to explore the market in all parts of the country. I didn't expect our clothes to be very popular. In 2009, at the foreign trade fair in Shenyang, our sales volume reached forty thousand or fifty thousand last day, and consumers responded well. That is, from then on, we are determined to march into the domestic market. Yang Jianwei recalls.

It can be said that AI was not fully prepared when he fought in the domestic market. In contrast, the Tibetan sheep group turned around with great ease. Zhang Hengwei, chairman of the group, told reporters that 95% of the carpets produced by Tibetan sheep group were exported before 2005. Since 2005, enterprises have opened up the domestic market in a planned way, and the proportion of domestic sales has accounted for 20% in the financial crisis.

"Domestic marketing is the strategic planning of enterprises. At that time, no financial crisis occurred. I didn't expect to save the enterprise at a critical moment, "Zhang Hengwei said." since we had already established some relatively stable sales channels in the country, when the financial crisis came, we further intensified our efforts in the domestic market, and the enterprises were not affected by the downturn in external demand. "

Zhang Hengwei said that Tibetan sheep's carpets had always been sold well in China. Now, although foreign orders are increasing, sales in the domestic market have been growing, supporting half of the enterprise. {page_break}

The pain of channel

Interlacing is like mountain crossing. Although they sell the same products, Exit The concept of domestic sales is quite different. For this, Yang Zhaojun, manager of the domestic business department of Zhejiang Ningbo future home import & Export Co., Ltd. has a deep understanding.

The main business of the future is Kitchenware and accessories, Europe is its main market. Yang Zhaojun told reporters that when making the domestic market, the most difficult thing is not to sell the network and channels. The product of future home has been developing in Europe. Therefore, Yang Zhaojun also wants to follow the practice abroad and put his products into domestic supermarkets. But he soon found that it was not feasible.

"In Europe, our goods enter supermarkets without any special fees and conditions. But domestic supermarkets are quite different. Not only is the program cumbersome, but also the cost is high. All kinds of entry fees, barcode fees and promotion fees are really too much for us. Yang Zhaojun said: "the main sales channel we use now is the entity store. The cost is controllable and the operation is free. With franchised stores, we can also save manpower and money. "

Yang Zhaojun told reporters that at present, "tastelife" brand household goods stores in the country has dozens. Perhaps stores are not the best way to make profits, but they are the best way for them.

Yang Jianwei also abandoned the mall. The first developing country Internal sales At the time of the channel, he focused on the counters of large shopping malls, and had already discussed several cooperation agreements in Shenyang. But in the end, he chose to cooperate with provincial agents. Yang Jianwei said: "our clothing brand is not well known in China. If we want to gain a firm foothold in the market, we have to invest a lot in marketing, and we lack talents and experience in this field. Therefore, we have chosen to cooperate with experienced agents to help us open the market with their existing sales network.

Zhou Linsun also encountered similar problems in the process of opening up sales channels, but to his great satisfaction, he finally chewed down the "hard bone" of the supermarket. In 2009, as the sales director of Zhejiang Sutton Feiyu electrical appliances Co., Ltd., after nearly ten rounds of negotiations with WAL-MART supermarket, Zhou Linsun finally got the "Feiyu" electric water heater to enter WAL-MART's supermarkets in all parts of China. He said with emotion, before exporting, the process is very simple, and orders are profits. How much is ordered? To do domestic sales, we must learn to deal with business relations with all sides. How to minimize the "gray" fees and save costs? How do buyers chase bills and withdraw orders? What are the safeguards for after-sale services?

Seize the hearts of Chinese consumers

If we say, export is used for order production. Order The way of thinking is straight, so the way of thinking inside the market is like a big net. Every part needs to be taken care of from research and development, market, sales to brand building and after-sale service. Among them, the most important part is to seize the hearts of consumers.

Yang Zhaojun's problem now is product development. He said frankly, when exporting, all customers brought samples, factories copied directly, and read the words, though simple, they caused many lawsuits. Yang Zhaojun said that because of infringement, the company has taken many lawsuits. Now, they must build their own R & D team. Production experience in European market is their advantage, because the consumption concept and product design have been in front of the domestic market. What they need to do is to assimilate the advantages of similar products in foreign markets and innovate with the needs of domestic consumers.

Yang Jianwei also understands the strengths and weaknesses of AI's life. He told reporters that atmosphere and fashion are the brand's style and its brand advantage accumulated in foreign markets, which is why domestic consumers see the clothing of AI's life. However, there are some differences between Chinese consumers' aesthetics and abroad. For example, Chinese people like to be concise and generous, do not like tedious and complicated, which is different from Europeans. As a result, the company eliminated some tedious design on the basis of the original design, but the basic style remained unchanged.

The concept of consumers needs not only to cater for, but also to cultivate. Zhou Benda, manager of Tianjin sales company of Tibetan Sheep Group, said that the sales of carpets in the domestic market were mainly hotels and hotels. In fact, not everyone can not afford to buy, but not to buy the concept of carpet. "In Europe and America, there is a fine carpet representing the high standard of home decoration. Carpet has become an important part of modern decoration design. We are working with some decorating design companies to recommend carpet decorations to ordinary consumers in China.