Zhejiang'S Export Is Not Easy.

09, 10, West Hotel.

Ge Nanyao, chairman of CEO, Philip, chairman of the tin Le group, seems to be a little stiff.

From this day on, his "home theater" will face the test of domestic consumers.

Before, he produced sound and LCD TV in Europe and the United States market and highly praised, but the product is posted on the brand of foreigners.

In fact, not only is tin Le group, but a vigorous campaign of "export to domestic sale" has been launched in Zhejiang's foreign trade industry this year.

Many enterprises in the foreign trade market call for the banner of the brand, and announce their entry into the domestic market.

What they want is not just to subsidize the gap in foreign trade business, but rather a "domestic market" that is bigger and more potential than the international market.

The invisible champion's domestic offensive is in the loudspeaker accessories kingdom. The Tin Lok Group is the first speaker component manufacturer in Asia, worthy of the "invisible champion".

Most of the OEM orders from tin Le group are from WAL-MART, Carrefour, Hyundai and Daewoo, and 30% of their products are exported to the UK.

According to customs statistics, TLC LCD TV exports rose from 41 in 2006 to fourth.

"Despite the adverse factors at home and abroad, the export volume of our LCD TV in the first half of this year has exceeded 1 billion, and the export volume of 820 thousand units in 1-8 months is expected to be exported to 1 million 500 thousand units, more than 2 billion of the total export volume. But from today on, we should gradually enter the domestic wage earners and rural families."

Yesterday afternoon, Ge Nanyao introduced "Shenzhou Tian Le LCD TV domestic listing" press conference.

For Tian Le, the strategy of exporting to domestic market is actually a move from survival to survival and brand marketing.

In this process, brand positioning becomes a crucial first step.

Wang Qingchun, general manager of tin Le group, said that in its strategic pformation from export to domestic sales, tin Le aimed at the middle and low income and consumption groups, and this group of people was the largest consumers in the domestic market.

According to our understanding, the market price of the 47 inch super large LCD TV plus audio amplifier is about ten thousand yuan.

Meanwhile, the market price of the same quality brand is generally higher than this price.

Transformation and breakthroughs are no easy task. With the appreciation of the renminbi and the increase of labor costs, many foreign trade enterprises generally have small profits or losses.

In the case of a single export road, under the pressure of internal and external, many foreign trade enterprises have been restructuring this year to try to open up the domestic market.

For foreign trade enterprises, if the domestic market has a better breakthrough, it will help alleviate the difficulties caused by foreign trade export, and at the same time, it can also bring opportunities to the overall pformation of enterprises.

Since the end of last year, foreign trade enterprises have entered the "winter". Many export and foreign trade enterprises have begun to turn to domestic sales. After a period of time in the domestic market, these enterprises soon discovered that the domestic market is not what they want, but the business of their own people is so hard to do.

In fact, it is not optimistic about the results and prospects of the enterprises that have already been sold domestically.

At present, foreign trade enterprises basically produce by orders, and have few independent brands in the international market.

In such a cognitive situation, foreign trade enterprises turn to the domestic market. Because of the inertia of thinking, many foreign trade enterprises use advertising bombing to make brands, and low price competition to grab market channels.

Li Lixin, chairman of Ningbo Lishi group, told reporters that compared to the export market, the domestic market is much more complicated, and the regional market conditions are quite different. The market needs to be trained by marketing instead of relying solely on order production as exports. Therefore, if foreign trade enterprises can not rely on foreign trade products before they want to sell domestic products, they need to do market research and innovate products with their own resource advantages.

Is business model innovation or "good recipe"? Is the domestic market a blue ocean for export enterprises?

In fact, whether it is "blue ocean", many enterprises have regarded it as a "blue ocean" for development.

But because of lack of marketing experience and channel network, in fact, there are many difficulties in domestic marketing.

No matter from policies and regulations, or market positioning, marketing strategy, enterprise management, it is a very serious challenge. It is a new entrepreneurial journey.

The biggest advantage of foreign trade enterprises is low cost systematic production, but with the pformation of domestic economy and international integration, production is already the lowest profit link in the whole industrial chain, and only having this advantage is not enough to win the domestic market.

"The best way should be business mode innovation, strategic direction, brand, channel and marketing will be solved."

Zheng Junjie, a senior financial media journalist who interviewed a number of front-line enterprises for a long time, observed that the enterprises turning to the domestic market must grasp the yardstick of the two markets of exports and domestic sales in order to maintain their original advantages and develop new growth points, so as to achieve the ultimate goal of profit growth.

Ningbo Guang Bo group has been engaged in foreign trade export for more than 10 years. In the eyes of its business executives, the past export enterprises usually only focused on product production and export restrictions, while the creation and excavation of brand value were relatively scarce. Foreign trade enterprises should change their business models to pform their domestic market, otherwise it would be difficult to adapt to the needs and changes of the domestic market.