Export Enterprises Compete In Domestic Market But Compete Differently.

"Now that foreign countries are pressing, if we do not adjust our development strategy, sooner or later we have to close the door and leave."

Dongguan general manager of textile and garment production enterprises told reporters.

After two years of preparation, they decided to start the domestic market early next year to attract franchisees to join.

Amid the cry of manufacturing, many companies turned their attention to the domestic market, hoping to protect them from the storm.

Although it may not be as devastating as the overseas market, the domestic market is also full of competitive waves, and it is not easy to cope with the domestic market turbulence.

In recent months, Dongguan textile industry association secretary general Pan Rihui has been very busy.

Under the changing circumstances of international trade, pan began to seek refuge for the whole industry.

Before the Dalang Textile Fair was held, the focus of Pan Rihui and his related leaders was to organize the big army to take the initiative to launch a tour promotion in dozens of key clothing professional markets such as Hunan, Zhuzhou, Henan Zhengzhou and Hubei Wuhan.

In the later stage, it is to organize local enterprises, to discuss and cooperate with China supermarket joint purchasing and Trade Federation and China general merchandise Association.

Unlike foreign businessmen gathered in previous years, only 5% of the Chinese (Dalang) wool products fair was held in early November, while domestic purchasers accounted for 95%.

In the past, foreign and domestic purchasers accounted for about 50%.

This change, in addition to reflecting the "gloomy" of the international market from another aspect, also reflects some "actions" of the local government.

It is reported that in order to help local wool enterprises expand the domestic market, the Dalang town government has deliberately targeted the large and medium-sized cities in China.

"The financial turmoil has a wide impact and the export situation is grim. It is an indisputable fact that orders for enterprises' exports have generally fallen by 30%."

Pan Rihui said that many foreign trade enterprises began to strengthen R & D and establish their own brands since 2005, so as to open up the domestic market.

But turning to domestic sales is not easy.

Export enterprises specializing in production do not have the experience of establishing sales channels because they do not need to open up the market. This is also the biggest problem they face in developing the domestic market.

Especially in the current fierce market competition, how to provide products to consumers through various complex channels has made many foreign trade enterprises' domestic marketing uncertain.

With the lack of experience in the domestic market, we hope to be able to expand our domestic sales channels by attracting large professional wholesalers, shopping malls and shopping malls, as well as China general merchandise Association, China supermarket joint purchasing and trade association and ITAT buyers.

We also hope to promote our brand with this platform.

Xie Chao said, next they will start from the design and marketing, first of all, launch a large flagship store, and then open stores in all parts of the country.

"Brand building is the brand strategy of an enterprise, and the domestic marketing channel is the enterprise strategy. Making domestic sales must first be clear, and the brand strategy must be subordinated to the enterprise strategy."

Song Zhiguang, a senior marketing consultant in clothing industry and chief adviser of UCE group, pointed out that if an enterprise wants to enter the market quickly, choosing agents is a good method, but the profit is rather thin.

The strength of enterprises can consider setting up a direct store mode, and as for the proportion of franchising and direct operation, we should have a specific look at the marketing policy and the growth speed of the team.

The launch of flagship stores and attracting franchisees to open stores has become one of the paths for many enterprises to open up the domestic market.

However, most of the enterprises that are accustomed to exporting are only engaged in production and do not ask the market. Therefore, when they turn to the domestic market, they need to face the terminal consumers directly. Lack of market experience makes it difficult for them to plan and think systematically about the domestic market.

Foreign trade furniture giant Shantou Yihua home in the early days of domestic market competition, is to join the way to establish stores in various places.

However, due to the lack of mature marketing network and perfect after-sale service system, many franchisees went bankrupt and cast a shadow over the domestic market of Yihua home.

And the huge amount of money needed to invest in self built channels is not acceptable to all SMEs.

The difference between competition and domestic sales is less than that of foreign trade processing, with less investment, shorter time and quick profit.

At the same time, as the competition of product homogenization intensifies, many bosses of foreign trade processing enterprises are often at a loss when they turn to domestic sales.

It can be said that the domestic market is also a bay with surging clouds and fierce competition.

"At present, quite a few jewelry companies are basically consistent in the way of building the domestic market, that is, first create a brand, create a concept package, and then push it to the market through advertising and other franchisees.

But if you go to the market, you will find that the phenomenon of product homogenization is particularly serious. Franchisees from the facade selection, display, personnel promotion to after-sales service, the operation mode is basically the same.

Song Hong, director of planning and operation of jiunmeng Jewelry Co., Ltd., Shenzhen, told reporters that in the domestic market, enterprises can grasp a niche market and implement differential competition.

In Song Hong's view, the key step in adopting differentiated strategy is to conduct market research.

"Enterprises need to face the end consumers directly, so we need to fully study the needs of consumers and reintegrate product mix to plan product lines."

Song Hong said that the analysis of the changes in the buying place and purchase time caused by the changes in the consumption habits of domestic consumers, and accurately grasping the consumer habits of consumers, can develop the corresponding characteristic products to occupy the market.

"This is a step that can not be ignored before entering the market, but it is ignored by many jewelry companies."

After analyzing the domestic market, Haitang no longer continues to enter the domestic market on a large scale and low cost, just like the initial stage of construction.

"Many domestic ceramic brands have been working hard for many years, and a relatively complete sales system has been formed. It is undoubtedly risky to compete with them directly.

To pform domestic market, ceramic enterprises must sprint high quality and high value-added market.

We first take the first tier cities in Shanghai, Beijing and Guangzhou as the breakthrough points, expand the second tier cities, and set the target market in high-end hotels such as star hotels, bars, concert halls, coffee shops, etc.

"When it comes to international market, there is little need for the violation of intellectual property rights, because many developed countries have taken many effective measures to prevent this phenomenon."

Haitang ceramic brand promotion department official told reporters that in China, copying and imitation become a common practice, which is the most headache problem for domestic sales.

"At present, we must constantly introduce differentiated new products in order to make competitors less competitive."