Which Direction Should Private Shoe Enterprises Invest In?

As early as January 2012, the national financial work conference held by the State Council put forward that "to do a good job in the financial work in the new era, we must adhere to the essential requirement of the financial services entity economy." This is also the first time that a high-level financial conference has explicitly put forward the slogan of "serving the real economy".

Subsequently, during the two sessions, Vice Premier Zhang Dejiang of the State Council participated in the discussion of the Zhejiang regiment. He also worked out the specific operation path: to promote the development of the real economy, we must speed up the transformation and upgrading of the industry, vigorously support the small and medium enterprises, pay attention to the quality of products, and encourage and guide the private sector to invest in the real economy.

Wang Qiang (a pseudonym) is a senior executive of a footwear company in Guangzhou. Most of the men's shoes produced by the company are exported to the US market. But as production costs continue to rise and financing channels are reduced, he finds business harder and harder. Not only orders are falling, but also they can't earn much money.

Wang Qiang's experience is not a case. According to the data of the Hubei Provincial Department of Commerce, Hubei has registered 10024 foreign trade enterprises, excluding 360 enterprises that have been written off or revoked or bankrupt or shut down in the industrial and commercial sector. In 2011, there were 6819 enterprises that did not export, that is, the normal operation of the company, but no export business, accounting for 70% of the total registered enterprises.

Throughout the macro environment, China's monthly trade deficit reached 31 billion 500 million US dollars in February, the largest trade deficit in the past ten years and the low value-added orders outflow trend.

"Cruel external environment tests the vast majority. Small and micro export enterprises A large number of enterprises do not export, except some enterprises. international market There are still some foreign trade enterprises facing insufficient funds and financing difficulties because of insufficient knowledge, lack of professionals in foreign trade and long time limit for export tax rebates. The marketing experts of the above merchants analyzed the reporters.

Wang Qiang told the author that he kept a close watch on the dynamics of the two sessions. When he saw that the state supported the development of small and micro enterprises, and the banking system was also making statements, it was not exciting to call their peers: "we may be saved."

Active transformation into domestic trade

In Wang Qiang's view, it takes time to transmit the benefits from the policy to the enterprise, and his urgent problem is the need to establish. Private shoe enterprises Development strategy.

"Many of my friends are starting to transform into domestic sales. Although I haven't seen the market explosion for the time being, I am also considering this channel." Wang Qiang bluntly said.

According to the 12th Five-Year development plan, the target of China's economic growth rate was 7% during the period of 12th Five-Year. Wen Jiabao said that China's economic growth rate dropped to 7.5%, its main purpose is to promote the transformation of economic growth mode, making economic growth depend on scientific and technological progress and laborers' quality, and promote economic structural adjustment and transformation of development mode and achieve high quality growth.

"7.5% means that the government, industry and enterprises will have more energy and more time to increase efficiency and increase efficiency. It is an excellent opportunity for the government to help enterprises achieve transformation, and is a sign of China's economy entering a more stable stage of development." The marketing experts of the above merchants said.

In March 21, 2012, the Ministry of Commerce Research Institute released the consumer market development report in 2012. The report pointed out that consumption will become the first driving force for economic growth in 2012. This conclusion is the first time in nearly 10 years. At the same time, the report also pointed out that factors such as price reduction will benefit consumption growth, and this year's growth rate is expected to reach about 15%.

According to the international experience, when the per capita GDP exceeds US $3000, consumption will be blowout, but this "international practice" has not appeared in China. In the past ten years, China's per capita GDP has risen from US $1000 to US $4000, but the growth rate of national consumption has lagged far behind economic growth.

"Perhaps it is in such a node where energy is about to boil, only policy warming will usher in a surge of domestic demand." The marketing experts believe that Wang Qiang should take the initiative to transform the market to cope with the changes, and the domestic market consumption is blowout or not far away.

Layout domestic channels first

However, making decisions is easy and difficult to operate. Having made nearly ten years of foreign trade export, Wang Qiang has been hard pressed for almost nothing about the domestic market. "Many friends in Pearl River Delta will exchange with each other. The topic we most care about is who has fallen in the domestic market." Wang Qiang said.

Merchants' marketing experts admit that enterprises accustomed to exporting will often face a series of problems after they are sold domestically. "For example, the domestic commercial credit system is different from foreign countries, and the development of market channels is almost starting from scratch."

In the eyes of the experts, the key to winning the business should be "channel first". He further explained that small and medium-sized enterprises are facing many problems in operation, such as lack of talents, lack of strategic thinking, lack of financial capital, lack of network channels, and lack of modern management. In order to find a thoroughfare in front of many defects and increase market share, it is to expand the channel quickly.

"The best way is to outsource the investment promotion work to a team with rich resources and professional ability to help enterprises expand their channels and withdraw funds." The above marketing experts say that the reasons for many enterprises' investment difficulties are not only their own projects are not good enough, they can not bring huge returns and benefits to franchisees, but because there is no good packaging planning, leading to good projects can not be promoted by more suitable franchisees.

"In short, under the circumstances where the domestic and foreign economies can not be too optimistic for the SMEs, we must go all out to develop and popularize the domestic market, so that we can be able to face all kinds of adverse conditions and solve all kinds of internal problems and difficulties, so as to enable enterprises to break through successfully." The marketing experts mentioned above are so summarized.

Don't miss three or four market opportunities.

The situation of foreign trade is grim, inflation, capital shortage, and labor cost rising. At the same time, the internal and external environment deteriorated simultaneously, which made many small and medium-sized enterprises struggling to cope.

According to Nelson's latest survey, the confidence index of China and the United States, the two largest global economic powers, has increased, reaching 108 points and 83 points respectively. Among them, in the four quarter of 2011, the level of consumer confidence in China's rural areas ranked first in the country, reaching 114 points.

As domestic inflation stabilizes, consumers will have more disposable income and will be more willing to spend. "The foreseeable situation is that domestic demand will increase this year, and internal consumption will greatly help small and medium enterprises to face external difficulties."

It is worth noting that in the growing domestic market, small and medium-sized micro enterprises need to seize the opportunity of consumption growth and resist their adverse effects such as labor shortage and inflation by strengthening their market capabilities, and quickly seize the opportunities in the internal market. Among them, we can not miss the opportunity of the three or four tier market.

The so-called three or four level market refers to the regional market at county level and below county level according to administrative divisions. In this market, the intensity of competition in many industries is far from intense in the one or two tier market.

Many giants have realized that this is a blue ocean. Recently, Xie Hui, deputy general manager of white goods marketing of Samsung (China) Investment Co., Ltd., said: "from last year's market and this year's market forecast situation, the sales of home appliances in the northern Guangzhou and Shenzhen cities have dropped, the main growth is concentrated in the three or four tier market, especially the demand for high-end products has increased significantly."