A Typical Way To Achieve The Brand Counter Attack Of A Chinese Cottage Product

< p > at least six months ago, Tan Jihua had not heard the Chinese dream.

As an ordinary Chinese businessman who has worked hard for more than 10 years, a grassroots entrepreneur, he has his own three stage dream: first, he must focus on the industry, from the entry to the master, and devote himself to practicing as a small successful foreign trade dealer; secondly, with the help of foreign trade e-commerce platform, he will make the first pot of gold for himself with the advantage of high quality and low price in China, and finally let him do his best to get rid of the predicament of selling Shanzhai goods, and independently develop and create a small and beautiful Chinese brand, from simple suppliers to manufacturers and brands.

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< p > I would like to talk about the entrepreneurial story of Tan Jihua, a foreign trader in Shenzhen, because in his story, I can see a Chinese dream of a foreign trade businessman, and a typical way to achieve the brand counter attack of China's Shanzhai goods.

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< p > as early as 90s and 2000 of last century, a large number of young people with dreams of gold digging came to Shenzhen to work hard. Many people stepped into the foreign trade industry, and Tan Jihua was one of them.

During the period from 2000 to 2008, Tan Jihua was a foreign trade salesman. He had gone through hardships in finding orders, running business, declaring customs, checking commodity and booking cargo. He also shared the dividend of China's foreign trade in the same way as a large number of traditional foreign trade people.

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< p > and the turning point of his career started from the outbreak of the global financial crisis in 2008.

That year, Tan Jihua's foreign trade business fell into a trough, and the channel was hard to do.

Many people think that the good time of foreign trade has ended. At that time, many foreign trade people began to quit. Most of the OEM factory owners were in a passive position. They continued to rely on a limited number of small profits and live a hungry life.

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< p > but Tan Jihua, who learned financial background, is still optimistic about the industry of foreign trade.

He thinks that foreign trade is a gold mine that needs to be reclaimed, but the way of nuggets needs to be changed.

At this time, he began to pay attention to the electricity supplier industry.

At this time, the domestic electricity supplier just started, he began to try to sell products in Taobao agency.

The profit brought by the electricity supplier in the water test made him turn to a more intense impulse to foreign trade business.

As a result, he gradually expanded his business to the field of foreign trade, focusing on high-end Bluetooth headphones.

He worked on several platforms such as eBay and Dunhuang network, and his foreign trade business started quickly. Annual sales broke through millions of dollars in just a few months, much earlier than he had expected.

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< p > Tan Jihua's dream did not stop after earning the first pot of gold.

It is fair to say that a traditional foreign trader has stepped into the rhythm, and has come out of the low economic crisis. He has found his own business platform. Life is rich and his family is satisfied. It has become a personal dream.

The gene of a natural entrepreneur keeps him going forward to the third stage of his dream.

When others say that "the success of foreign trade business is to sell, Shanzhai goods", he began to formulate a more long-term plan.

For China's foreign trade supplier, it is the only way to get rid of the embarrassment label of selling "Shanzhai goods", and only to create brand by independent research and development.

He insisted that China's foreign trade is the shortest and most effective way to achieve the counterattack from Shanzhai to brand.

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In 2011, Tan Jihua founded the only high-end Bluetooth brand "SEER Baer" in China. P has developed dozens of leading international patent products, and has rapidly become one of the three high-end Bluetooth brands in the world with active noise reduction, no radiation, intelligent switching, long-distance barrier free Bluetooth receiving, high quality stereo acoustic air release, design fashion, environmental protection and comfort.

The company's marketing team also developed from the original 18 people to a more than 80 person scale with R & D, sales and after-sales service integration. The annual sales increased from 300 thousand US dollars to 50 million US dollars, and the profit margin was only 5% of the traditional foreign trade profit margins.

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The realization of Tan Jihua's third stage dream took more than 2 years. < p >

Here, I would like to share with you some key points of Tan Jihua's success in creating his own brand: < /p >

< p > 1. self built factory to maintain quality innovation.

Baer has his own R & D team and built his own factory.

Tan Jihua attached importance to product innovation and patent protection, and applied for a large number of invention patents and appearance patents every year.

He said, "there are some technologies that China has not done yet, for example, our Bluetooth plus noise reduction plus air amplifier. This structure is not yet available in China, and only three in the world are doing it."

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< p > 2. price strategy.

It is understood that at present, "SEER Baer" price segment to adopt different production strategies, the price of less than 200 yuan of low-end products, to outsourcing processing; more than 200 yuan of products are handed over to their own factory production.

"In particular, we have some products in the United States and Europe that have inventions and patents in Europe and the United States, and we are all responsible for production in our own production department, and we will never give it to the outside," he said.

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< p > 3. establishing overseas branch to improve after-sales service.

"SEER Baer" plans to set up its first branch in Russia in September this year.

The overseas branch mainly acts as an overseas warehouse and after-sales service store to enhance the experience of overseas buyers and help promote the brand.

In addition, the overseas branch is also responsible for the expansion of local sales channels.

"In the UK, we have found a partner who sells products for us in the local chain stores, and the development of online channels such as eBay and Amazon in the UK."

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< p > 4. brand value comes from quality and service.

Tan Jihua conceded that the current product is still at least 30% lower than that of overseas products of the same type. This is also the continuous advantage of China's commodity quality and low price. On the other hand, he believes that Chinese producers should focus on the quality and service of the core of brand value.

"The product is able to speak, it will give the customer the most intuitive feeling, it allows customers to have a better experience.

As long as our products are reliable and characteristic in quality and performance, as long as we work hard to do the service, we really need not worry that no customers will come. "

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< p > grassroots entrepreneurship, the introduction of foreign trade e-commerce platform, earn the first pot of gold and then gradually expand, build and buy factories, Tan Jianhua firmly believes that China's cottage products can upgrade to its own brand.

Building a network micro brand to the overseas market is a new feasible way for small and medium-sized enterprises.

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