Using Export Standard To Make Domestic Sales Get Rid Of "Three Big Mountains" At An Early Date

It has already been one of the focuses of world brand competition, and the market competition is very intense. If the export enterprise itself has not actually operated the marketing overseas, it is impossible to adapt to the domestic market, let alone compete with the international first-line brand.

The cost is high.

Under the three mountains, export-oriented enterprises are facing greater difficulties than in 2008.

Facing these three mountains, Feng Shixia was a bit fortunate that she became chairman of the Beijing Costa La dress Co., Ltd. (hereinafter referred to as "the" "La La Na") began pformation in 2008, and achieved good results last year: exports of billions of dollars, domestic sales of several hundred million yuan.

Extend to the "smile curve" at both ends.

"One design, one marketing, extending to the" smile curve "ends.

This is Chen Deming, Minister of Commerce for China.

A prescription for pformation.

Like many export enterprises, Cora Faith Na has implemented two reforms, and is one of the few enterprises that can successfully find export.

Cora Faith Na is from Beijing's Po Po Road.

The road hidden outside the second ring road is China's largest export hub for Russian clothing exports, and the merchants of the AlPO road have been the main force in the big market of Russia.

Since its establishment in 2005, because of the lack of advantages in product design, Cora Faith Na, like most Chinese companies, caters to customers by lowering product prices.

But the sudden financial crisis has limited the demand for foreign orders to go down rapidly, and there is no way out to rely on the low price strategy again.

In 2009, Cora Faith Na met the international brand management center of the China International Trade Association (hereinafter referred to as "brand center").

Faced with the plight of Chinese export enterprises during the financial crisis in 2008, the Department directly under the Ministry of Commerce was undertaking an exploratory task of the Ministry of Commerce -- how to help SMEs break through the bottleneck of design and marketing.

With the help of the brand center, Cora Faith Na signed a cooperation agreement with the Italy enterprise Italy project in April 2009, and established a product design and R & D Center for Chinese enterprises in Milan.

According to the new design process, the overseas designers in Milan design the samples according to the fashion trend of the season, and then design the product drawings by the domestic designers. Finally, the overseas designers will implement the modification so that Cora Faith Na's design will be completely synchronized with the trend of the season.

Feng Shixia sighed, "Italy and Paris are fashion capital after all. Their grasp of the market concept and the trend of the season is at least one season ahead of China, which is nearly a year."

The design is in line with international standards, but it does not mean that Cora Faith Na has received overseas design orders.

Because there is always a gap between design concept and market demand, mature garment manufacturers will continue to use market information to assist design.

One of the raw materials of feather collar is called silver fox, and its bright and luxurious hair color has always been the favorite of designers, and is also one of Cora Faith Na's main products in Russian market.

After the financial crisis, Cora Faith Na fed back a message that puzzled the Italy designers team, that is, give up the silver fox and find other wool collar materials instead of the same quality.

It turns out that when Cora Faith Na studied Russian research, he found that the purchasing power of Russians has been declining after the financial crisis, and the expensive silver fox hair collar products are no longer as popular as they used to be.

Designers in Milan are also keen on the design of heavy, luxurious and luxuriant shawls for down coats, but Kola's feedback tells designers that they can make their shawls more subtle, because Russians are tall and tall, wearing large shawls that fit French and Italy women, but they look fat and bloated.

In the exploration of several years, there are numerous cases of running in with the market, which also makes Cora Faith Na's products more close to market demand while retaining fashionable elements.

Apart from product design upgrading, opening up marketing is the way to turn Chinese products into the mainstream market of Russia.

"It was thought that going to stores in the big stores could make changes and improve marketing, but later it was found that because Chinese products were located at low end and no brand in foreign countries, consumers generally felt a sense of distrust of Chinese products, which brought great trouble to our store and sales links."

Feng Shixia said to our reporter, "for example, when the Russians began to enter the large shopping malls in Russia, the Russians solo directed against Chinese enterprises, and asked for other proofs in addition to the general documents. In the early days, some consumers saw Chinese goods in the store, and directly asked why they sold more than the big market, which made us feel the importance of brand value to products."

In order to build a brand, Cora Faith Na invited the top Russian stars to speak for the costumes, and sought the sales consultant of Russia's largest sales company to take over several high-end shopping malls.

The marketing work that has been going on for several years has been very successful, but the result is quite remarkable. It has made Cora Faith Na sit firmly in the leading position of the down market products in the Russian market.

Despite the breakthrough in the strategic reform of the "smile curve" of the Ministry of Commerce, there are still few enterprises that can really overcome a series of difficulties in reform.

Take design upgrading as an example. After the financial crisis, there are many familiar Chinese enterprises who have invited overseas famous designers for a big price. But Tan Li, assistant secretary and deputy director of the brand center, told the reporter that after investigating a large number of enterprises, the center found that a large designer should be invited to China independently, not only with high cost but also about 30% of the successful design products accepted by the Chinese market.

Tan Li also disagrees that enterprises must invite overseas designers to stay in China for a long time, because this may affect designers' timely grasp of the changing trend of overseas fashion.

Because of this, the Ministry of Commerce approved the work of a pilot city of "national trade design center" a few years ago. It aims to promote the operation of the national trade design center and target the international market. It takes the enterprise demand as the guide, concentrates on the introduction of overseas designers, and promotes the domestic and foreign markets, providing the enterprises with the full chain service of "design + branding + promotion" to accelerate the upgrading and pformation of foreign trade enterprises.

At present, under the leadership of the Ministry of Commerce, the brand center has signed contracts with many garment associations such as Italy and France.

Using export standard to do domestic sales

With overseas marketing experience, Cora Faith Na Nakan tried to enter the previously impossible domestic market.

Like the company, faced with the rapid decline of overseas demand, many Chinese enterprises have been aiming at domestic sales, but few years have yet to take a firm foothold in China.

In Tan Li's view, China's clothing market has been one of the focuses of world class brand competition, and the market competition is very intense. If the export enterprises themselves have not actually operated the marketing overseas, they can not adapt to the domestic market at all, let alone compete with the international first-line brands.

After the financial crisis, the Ministry of Commerce organized the centralized sales activities of export products in China, but such activities can only solve the urgent problems of enterprises, and the enterprises that will not sell will not enter the country at last.

In addition, in the domestic sales mode, sales terminals based on stores and shopping malls are too strong, and there are lots of links and expenses in the sales process. Enterprises need to spend a lot of costs to dredge channels. Generally speaking, the stores themselves are reluctant to import unfamiliar export brands based on the cost of marketing input, resulting in difficulties in converting export products into domestic markets. Relevant departments are also exploring direct selling channels for foreign trade products and domestic products, including the establishment of "country commodity centers" in Changning District, Shanghai.

Apart from channel factors, there is also a bottleneck affecting raw material sales.

A large proportion of the clothing products exported to China are processed by imported materials. Foreign businessmen usually distribute raw materials to the mainland in strict accordance with the order quantity. After the completion of this batch of products, the surplus materials will be recovered and destroyed.

Many high-end clothing raw materials have no production capacity at home, so that some enterprises want to sell domestically but do not have rice. If the alternative fabric is replaced, the product grade and market competitiveness will plummet.

It is understood that China's domestic sales of products for the huge demand for high-grade fabrics has attracted some overseas manufacturers interested in raw materials.

2009, Germany

The Federation of industries and the three sides of the Swiss textile and Clothing Industry Association jointly established the Sino European Textile Alliance. Subsequently, relevant associations such as France, Finland and Spain also entered.

The purpose of the alliance is to work together to carry out China market research and promote two-way trade cooperation between domestic and foreign enterprises.

The alliance hopes to cooperate with Chinese partners in R & D, academic exchanges, staff training, exhibitions, raw materials and other imported materials. Especially, many enterprises are willing to bring good European fabrics into China to enhance the quality of domestic textile products.

High quality fabrics need high processing level textile enterprises to complement each other, but in the search for domestic partners, but for a time because there is no suitable information platform to help find and promote slow.

Tan Li believes that the world's major brand clothing is basically produced or OEM manufacturers in China. It should be said that there will be no suitable manufacturers. However, there is information asymmetry between overseas raw materials enterprises and Chinese processing companies. In the future, we need to find ways to bridge them.

"Information asymmetry does not mean that we can provide foreign investors with a yellow page to find partners. Instead, we must build an information platform to enable Chinese and foreign parties to screen freely."

Tan Li said, "in addition, the state should also set up some direct selling channels for domestic products, so as to reduce the difficulties of pforming domestic enterprises in developing channels."

In Feng Shixia's view, clothing is an industry with a hand to look at. In the domestic market, which is closely related to the international market, companies must stick to the mature sales methods and strict standards when they are overseas.

"We used a new process last year, but when the finished products just came to the market, we found that there were some tvelling phenomena. Therefore, we compared the operation requirements of foreign countries to the whole product in China, and the products sold have been recaniged through the contact information from customers. By this way, we set up a record of one million sales in Zhengzhou stores.

Feng Shixia said.