Export Enterprises Have Made Considerable Progress In The Pformation And Counterattack Of The Domestic Market.

They may be lucky for export enterprises who are attacking domestic sales this year.

Create brand, purchase international brand name, continue to produce OEM.

In some ways, some export enterprises rushed back to the domestic market a few years ago.

This winter comes, they rely on the feet that have already stood firm to kill a blood route in the domestic sale.

Export enterprises have advantages in domestic sales, and export enterprises have some inherent advantages in attacking the mainland market.

"European and American countries have a high demand for product quality. In order to protect domestic employment, various threshold standards are often set up for imported products.

In the past, export enterprises were struggling to get across these thresholds, but they were actually helpful for entering the domestic market. "

Qin Gang, director of Beijiang Textile Co., Ltd., told reporters that when the company entered the domestic market four years ago, it felt that domestic manufacturers had confidence in the quality of export enterprises and laid a good foundation for them to win domestic orders at that time.

Qin Gang said his company was mainly producing cloth, and in the early days of the domestic market, it was mainly supplied to the garment factories. Now most of the customers are brand dealers.

He believes that the export enterprises have long been dealing with international customers with a keen sense of fashion, and the styles of their products are closely following the international trend.

"This is also an advantage that brand companies value very much."

Besides the style, the services provided by the export enterprises are also very satisfying to the manufacturers.

It is a zero to start process for export enterprises to sell at home for at least half a year. They need reinvestment in manpower and material resources and need to re establish sales channels.

"It takes at least half a year to get the first business.

It took us two years to develop to familiar with the preferences of domestic consumers.

Qin Gang recalled that the hardships of the past seemed to be vivid.

Qin Gang said that at that time, the company set up a sales team for the domestic market and spent a lot of money on product promotion.

From the decision to do domestic sales, Qin Gang has been involved in some domestic fairs. "The cost of the exhibition is about 20~30 yuan."

The advantage of export enterprises is that the domestic export enterprises mostly carry out OEM production for international brands. The OEM also accumulates many advanced international experiences for export enterprises; providing OEM services to enable them to enter the international brand market and participate in international competition; in the course of cooperation, OEM suppliers can organize production in accordance with the requirements of international buyers in product quality control, operation efficiency control and so on, with advanced organization control, improving the management level of enterprises, and accumulating advanced experience.

There is a saying in raising a brand like raising a son: "OEM is like raising a pig, making a brand like an adopted son."

Ling Fangcai, chairman of Guangdong textile import and export Limited by Share Ltd, told reporters that OEM is only a single item, and is pursuing short-term interests. Self created brand is like investing in children. It is a long-term investment.

More than 10 years ago, the company's own brand Zhuang Zi Ni clothing series entered the domestic market. Under hard cultivation, it is now break even. If it is calculated in terms of production cost and sales revenue, the brand has actually entered the profit stage.

Ling Fangcai told reporters that during the export process, it was found that the brand was very important. No brand export was very passive, and the profits were also low.

"At the very beginning, we made the brand for domestic sale, but by chance, we entered the domestic market instead."

There are several ways to make a brand. At that time, we discussed it for a long time and later decided to create our own brand.

According to Zhuang Zini, an old pioneer, "in 1996, the brand opened its first branch store in Tianhe City. The first day's opening has been very good. It has been very busy. The sales volume has reached 200 thousand yuan a month.

At that time, we used 100 thousand yuan to make start-up funds, mainly for production.

The 100 thousand yuan product is sold and sold back to produce new products.

The veteran said that even so, monthly sales still looked good, and business was prudent, but at the end of the year, inventory was found to be a small loss.

But he said, "in the first year of brand marketing, this effect is pretty good."

It is unrealistic for most of the small and medium-sized enterprises to turn to domestic sales, make brands and engage in research and development. Although some enterprises are committed to the tide of domestic sales without hesitation, in some small and medium-sized enterprises, it is unrealistic to switch to domestic sales.

First, we worry about the sharp increase in competition, which is another disaster.

"The capacity of the domestic market has not changed, but the number of producers has increased sharply, which will inevitably lead to excessive competition, and profits will still decrease in the end."

On the other hand, creating brand seems to be "Arabian Nights".

Mr. Xue, deputy director of a toy factory in Shenzhen, said, "without millions of dollars in capital preparation, we must go all the way to the brand road."

Wang Qian, editor in chief of the first textile network, also believes that it is not easy for foreign trade enterprises to sell their products domestically.

There are many business models in the domestic market, specifically the acquisition of brands, the leasing of brands or the creation of brands, depending on the situation of the enterprises themselves.

One is whether their location is to be a seller or a brand dealer. The second is the strength of the enterprise itself.

Self created brands need more capital and longer time. If they buy brands, they also need a lot of money. For the current situation, the risk of foreign trade pformation in domestic enterprises is bigger. In terms of textile industry, the boom of the whole industry is declining, and when the capital chain of enterprises is tight, enterprises must be cautious when cash is king.

"Leasing brand needs lower cost, but it is a temporary measure. It can not solve the problem of the enterprise fundamentally. Moreover, the recognition of many international brands is not necessarily high in China, and it needs to be repromoted. The effect is not necessarily good."

Wang Qianjin said that the rental brand is a bit similar to the export OEM, but it may require enterprises to organize their own sales, and the difficulty is relatively high, but the profits will be higher.

To buy international brands and counterattack the domestic market, "the Chinese market itself is a huge cake. We can't go far and make big gains."

To expand the domestic market, the practice of Zhongshan silk is to acquire an international brand.

The company acquired the German ARTIST brand in 2001 to attack the domestic market, and it took two years to gain a firm foothold.

"The Chinese market itself is a huge cake. We can't go far and let it go."

After seeing the potential huge consumer market in China, the company began to promote its brand strategy in 2001.

Guan Tian Ji, general manager of Zhongshan silk import and export company, told reporters that the brand has more than 80 stores or counters in the country. The sales growth this year is 20% to 30%, the growth rate is basically the same as last year.

"The outside world is that we bought the German brand, actually it should be in the form of share cooperation."

Guan Tian Ji told reporters that at that time, the style and mentality of the brand were quite suitable for the domestic market, and their ideas and ideas were more consistent.

Reporter learned that in addition to the acquisition of international brands, there are many export enterprises through leasing brands to expand the domestic market, especially in Jiangsu and Zhejiang provinces.

To expand the domestic market, a lot of people say that the financial crisis is too late today.

"It's never too late, as long as you have the heart to do it."

He said that not all enterprises are suitable for making brands, but to see clearly what their advantages are.

Looking for a mainland enterprise to "warm each other", "now three factory groups are together, the purchase quantity is calculated for a month, about ten million of the quantity of raw materials purchased."

Some enterprises insist on doing what they are good at and do not sell directly to the domestic market, but cooperate with enterprises with domestic market basis to warm each other.

For example, Hui Qiao furniture company is to find domestic furniture in Saint John to cooperate and share each other.

Saint John city furniture chairman Leng Yue said that the company had been in the domestic market for more than ten years, and market research is its own strong point. It has a better grasp of domestic consumption habits, customs and customs.

However, production and R & D is weak.

After a variety of analysis and judgement, they hope to cooperate with export enterprises.

To coincide with the same, export enterprises, Hui Qiao furniture company also found Saint John furniture.

Cold moon said, in fact, when external demand is weak, small and foreign enterprises are also actively looking for ways to sell domestically, but they do not understand the consumption habits of the domestic market, do not know the distribution network, they used to be mass production, and do not know how to make small quantities.

But they also have their own advantages, such as production, process flow, quality of process, cost reduction and production efficiency.

So the two sides hit it off.

The company has entered the domestic market through cooperation and reduced production costs.

In a short period of less than a year's cooperation, the actual benefits have already been felt.

Editor in charge: Yang Jing