Textile And Clothing Import And Export Simultaneously Multi Product Diversification Is The Way Out.

In July, China's export growth entered the "1 era". In August, both domestic and foreign demand slowed down, while China's exports increased by 2.7%, but imports dropped by 2.6%.

In order to promote

Stable development, a number of opinions on "promoting steady growth of foreign trade" adopted by the Executive Council of the State Council recently issued official documents, and specific rules will be issued before the national day.

As the "cell" of China's foreign trade, what is the survival state of foreign trade enterprises? Do foreign trade people have enough energy and the right direction? Reporters visited a garment accessories foreign trade enterprise in Beijing, and let us follow her to find out.

Ding Ling bell, the alarm clock at 7 in the morning rang.

The first thing Li Xiaopeng did to get up was to open his millet phone and check the mail of foreign customers.

Because of the time difference, there are always many new foreign customers' mail to deal with in the morning.

Li Xiaopeng is the general manager of Beijing Yifan technology limited company (hereinafter referred to as Yifan), and has been doing garment accessories for 7 years.

After breakfast, Li Xiaopeng came to Beijing youth entrepreneurship demonstration garden in Huilongguan.

Since 2009, Yifan has settled down here for 3 years.

Business: good products and merry service

Following Li Xiaopeng, the reporter came to Yifan office on the two floor.

Upon entering the office, all the fine little things on the two big backboards jumped into the eye: colourful hot stamping, vivid badges and gleaming hot drilling.

Li Xiaopeng enthusiastically introduced to reporters: "these are samples of custom-made products. We provide clothing accessories accessories for customers, as well as provide embroidery and plate making and vector drawing services for customers."

As the saying goes, "hearing is false, seeing is believing."

Apart from thousands of miles away, how can foreign trade enterprises buy customers reassured? Yi Fan's practice is to provide free samples and free experience services.

As long as the customer pays the shipping fee, the free samples can be sent to customers through Sinop International Air Express (DHL).

At the same time, customers can also freely experience the company's embroidery plate making and vector drawing services.

If you are not satisfied, you can cancel the order at any time.

Looking around the office, several girls chatted enthusiastically with their customers in fluent English.

Under careful listening, there are not only the issue of order quotes, but also more concern for customers' lives.

The laughter of these girls was heard from time to time in the office, and the atmosphere was relaxed and cheerful.

Li Xiaopeng told reporters: "smile is also a kind of service.

No ordinary customer will refuse to talk with someone who has a genuine smile.

It is under the training of this concept that these girls who sell are aware of the need to smile and infect people and win customers with genuine heart.

Every customer's birthday, they should send birthday cards and blessings to their customers ahead of time.

When customers encounter something unhappy, they will do their best to comfort customers.

Looking back: difficult first order

When I came to Li Xiaopeng's office, I saw a four story bookshelf full of books.

Among them are the best sellers such as currency wars and list revolution. There are also some ancient Chinese classics such as Zhouyi, more about foreign trade and marketing, including 30 days in social media, ten marketing methods, etc.

Talking about her first order, Li Xiaopeng remembered vividly: "it was around December 15, 2005. An old lady named Carle came to a $16 order for embroidery and plate making. I was very happy at that time. It was a hard work for more than a month."

Because he majored in computer science, he began his work in computer software training.

But then it was coincidence that in Guangzhou, he came into contact with the embroidery plate making, and gradually came into contact with foreign trade, so he started.

The business of excipient foreign trade is 7 years.

When he first started doing foreign trade, he felt very difficult, and the e-mail sent to frenzy was all washed up.

Someone even asked, "are you neurotic?" Li Xiaopeng was not disappointed when he heard such questions.

Because this at least proves that his mail has arrived at the other's mailbox successfully.

"The most terrible thing is not that someone is scolding you, but that nobody cares about you."

Li Xiaopeng said with a smile.

Perhaps this is also the way of thinking that is full of positive energy, so that he persevered.

So far, the old lady named Carl (Carle), the next order, is his client, and although the old lady's order is a small order for embroidery, Li Xiaopeng has always cherished his first customer.

"She is very good, and her husband is an accountant."

Speaking of his client, Li Xiaopeng is very familiar with his family. "If you don't know a person, how can you do business with him? Understand each other's interests and hobbies, so you won't be able to say anything when you call."

A good beginning is half done.

Quantitative change causes qualitative change.

After one phone call and one email, Li Xiaopeng's orders are increasing and his business is getting better and better.

When he first started doing foreign trade, he also did business in the US, but the time difference between China and the United States was more than ten hours, which meant that he had to work overtime every night.

At the beginning, it was okay, but it felt alarm for a long time, so Li Xiaopeng turned his attention to the only four or five hours of jet lag and the relatively stable economy of Australia.

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Bottleneck: the lower end of the smile curve

"At present, the company is mainly engaged in Australian business, so the impact of the US economic recession and the European debt crisis on the company is not very large. The overall situation of the company is relatively stable, but in the second quarter, because of the decrease in orders, the company's profits declined."

Li Xiaopeng somewhat reluctantly told reporters.

A plate maker dancing in chains

It is said that China's processing trade is located in the middle of the smile curve, and the high profit links in upstream R & D design and downstream sales channels are hard to open.

Why do foreign trade companies not break through the layout of R & D and sales channels? After listening to the reporter's questions, Li Xiaopeng's voice was somewhat heavy. "The production mode of customized service of the company is bound to make the work of the plate making artists dance in shackles, and the development and design is time-consuming and high, which further limits the company's input in this area."

"Yes, indeed."

Wei Jianqiang, vice general manager of Yifan Technology Co., Ltd., took the conversation and introduced the production process of the company to reporters carefully. "Foreign customers first send us the logo or other clothing accessories they want, then the plate maker will turn the patterns into embroidered strips through computer embroidery, and then send the samples to customers.

If the customer is satisfied, inform the supplier of mass production. If it is not satisfied, it will have to be revised and reproduced. "

Originally, Yifan's service is a customized service, and customization means individuality, so customer demand is the first, which limits the personal design of the plate maker to a certain extent.

In addition to customization, can companies keep up with the trend of fashion, design and create good clothing accessories to lead consumers' consumption? Li Xiaopeng said: "this is the future direction of the company's development, but at present it can only be customized services."

How do websites and social media work together?

So, how do we plan for the construction of sales channels for high profit links? Wei Jianqiang's eyes are bright when he heard this question. "The company recently revised and optimized the website, and tried to do social networking marketing."

There is no doubt that for a foreign trade company, the website is equivalent to a business card.

Because it is impossible to communicate with customers face to face, it is very important for customers to trust you and feel your strength.

Wei Jianqiang opened his Yifan web page and shared his views with excitement. "Now is the era of picture reading, so the company's new website is also a simple and vivid introduction to the big picture, so that our customers can have an intuitive impression of the products and services we do."

A closer look shows that the company's website not only has a large picture, but also a detailed picture, and the model is wearing the product's demo. The reporters not only admire the meticulous and humane production of the company's webpage.

In addition, the changing new media has also changed the way the company publicize.

Social networking sites are thrived and foreign trade companies are targeting the huge potential of social networking sites.

However, it is not very easy to promote the products and services on social networking sites, because people are reluctant to share their life with friends and family and accept commercial propaganda.

"The essence of social networking sites is sharing and growth, so the propaganda of social networking sites must be done cleverly."

Wei Jianqiang said.

Yifan shares many practical knowledge of garment accessories on Facebook website, which helps customers solve problems.

In addition, in order to attract popularity, Yifan has added many interesting tests and photos of the latest movie posters.

"In fact, as long as customers think you are good and products are good, they will naturally buy your products."

Wei Jianqiang made a secret.

However, when Yifan vigorously develops social networking sites, it has encountered another bottleneck, that is, improving the popularity of social networking sites.

In fact, Yifan's plan is very clear, that is, by gathering popularity from social networking sites, and then driving the amount of visits to the website.

How to improve the popularity of social networking sites and accurately screen potential customers? One of the ways to improve popularity on Facebook is to invite friends who you know.

But the company's customer base is slightly older, so it's not very popular to register on Facebook.

The mainstream population of Facebook should still be young people.

If you search for potential customers by keyword search, you sometimes face the potential danger of being shut down, because Facebook only allows friends who you know.

More importantly, after finding some friends on Facebook, it is even more important to screen out potential customers. "The best way to do this is to have some interaction with potential customers on social networking sites, and sales can try to communicate by phone."

Li Xiaopeng said.

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Way out: import and export simultaneously, multi products diversified operation

Like most of China's processing trade companies, under the background of slowing down both inside and outside demand, Yifan is also experiencing unprecedented competitive pressure.

Daryl, a Canadian customer from Yifan, said: "the US economy has sneezed and the world economy has caught a cold." Darryl

Although this is a joke between friends, the global economy is indeed cloudy, especially foreign trade.

Customs data show that in August, China's foreign trade exports increased by 2.7% over the same period last year, only a slight rise, while imports dropped by 2.6% over the same period last year. The year-on-year growth rate dropped second times in the year, and hit a 7 month low.

The low growth rate of exports and imports means that domestic and foreign demand is still in a weak state.

How to break through this dilemma? First, expand the industrial chain; the two is diversification.

Li Xiaopeng said that in terms of expanding the industrial chain, the company's customers now have two main parts, one is the overseas promotion customers, the other is the clothing custom made customers.

The demand for promotional customers is diversified, but it is more concentrated and conducive to mass production.

The customers who make customized clothing are demanding. This part of the customers will certainly achieve greater profits, but they are too scattered and difficult to collect information, and shipping is also more troublesome.

"The ultimate goal of the company is to make a custom made chain store."

Li Xiaopeng said.

The sportswear, school uniform, military uniform, flight attendants, hotel waiters and so on of various Sporting Club Hotel have become a company's developing direction.

Among the eight main policies and measures adopted by the Executive Council of the State Council on promoting steady growth of foreign trade, the sixth one is "active expansion".

To promote trade balance ".

Yifan is also planning to import some products that are closely related to people's lives, such as New Zealand honey, Australian milk powder and so on.

"Only when we learn to walk on two legs and import and export simultaneously can we make fun of the two markets at home and abroad."

Li Xiaopeng said.

The interview is finished.

Although the autumn equinox is thick, the roadside lights are still warm.