Quanzhou Shoe Enterprises Set Up A Global Sales Network To Support Exports.

In recent years, many enterprises in Quanzhou have stepped up the pace of overseas market expansion, and have built their own sales network around the world, especially footwear enterprises. People in the trade have told reporters that in the financial crisis of 100 years, these enterprises that own their own sales network overseas have little impact, and their ability to resist crisis is much stronger than that of enterprises without local sales network. It is understood that the global footwear industry has set up offices and branches in more than 100 overseas countries and regions, and its brand, Ali, has made a big hit in the international market. Anta has set up branches in Russia, South Korea, Singapore, Philippines and other countries. Ding Zhizhong, President of the company, has revealed that in the future Anta will accelerate the expansion of overseas markets by acquiring the top 15 sports brands. XTEP has completed a more comprehensive distribution network in Europe, and has opened stores in Thailand, Malaysia and Singapore. PEAK has basically completed the network laying of major markets in Asia, Europe, South America and Oceania. Its order will also be upgraded to "global ordering society", and invited brand agents from all over the world to participate. "Exporting enterprises without their own sales network in the international market are completely passive. Because at the very end of the chain, when their foreign customers have problems, they are deeply affected by these export enterprises. For example, when foreign customers have financial problems, they can easily be dragged down to them. If you have a sales network, the enterprise will not at least put life and death on several customers, and it is easy to achieve the effect of "east side does not brighten the west," and the risk will be more dispersed. In addition, export enterprises with overseas sales networks are also better able to adjust strategies in response to problems. Foreign trade people said. In September last year, Sanli Locomotive Company invested 200 million yuan to open two branches in Paris, France and London, which are fifteenth and sixteenth overseas branches. Previously, the company has opened 14 overseas branches in Africa, Australia, New Zealand and other countries and regions. Owning to these huge sales networks, the company has fully mastered the pricing power in the international market, laying the foundation for its recent export price increase of 10%. "Our overseas branch's main function is to open up the market, sell products, provide after-sales service, and at the same time be responsible for brand promotion, logistics and distribution. Each branch is equivalent to a complete enterprise in operation. We first set up branches in West Africa, and now there are 9 branches in Africa. Products are directly entered into stores through local branches. Therefore, unlike other export enterprises, there are still many intermediate links between foreign terminals and other export enterprises. If the global economic situation improves next year, we are also going to open a branch in the United States. Wang Gengsheng, general manager of the company. According to the analysis, exporting enterprises have their own sales network in overseas branches, which has the following advantages. First, we can bypass the middle traders and improve their profit margins. Because of the middle traders, the difference between the export price of the enterprises and the retail price of the market is mostly made by the middle traders. Secondly, the market feedback information is fast and accurate, which facilitates the adjustment strategy of enterprises and time. Thirdly, it is beneficial to improve the accuracy and success rate of the new product development and avoid it. R & D is out of touch with the market. However, there are several problems for exporting enterprises to set up sub branches directly overseas. One is to invest a lot of money, such as Sanli Locomotive Company in Paris branch, the annual personnel costs will need 7 million to 8 million yuan RMB, which is not acceptable to the general export enterprises. Two, the risk is great. After the establishment of branch offices overseas, enterprises will basically jump out of the middle business segment, which is like reducing a firewall in the meantime. Face and bear alone. "If enterprises want to have a place in the international market and do not directly set up branch offices overseas, they will never succeed in building their own sales network. No shortcut is better than this road. Wang Gengsheng said. He said that the overseas branch companies had only relatively large investment and higher cost in the previous two years, but in the long run, with the increase in local sales revenue, these costs only account for a small proportion of the total sales revenue of the market. For its company, this proportion is only about 5%. The first step is to excavate people's steps: to dig up opponents' talents, Wang Gengsheng further revealed to reporters the operation mode of their overseas branches. First, an inspection team was sent to the country to prepare for the establishment of a branch. After inspecting and deciding to set up a branch office in the country, the company contacted the Chinese Embassy in the country and introduced the relevant information to the Embassy's commercial counsellor. At the same time, the commercial counsellor was contacted with the most famous headhunting company in the country. Because the overseas registered company needs a leader, that is, the general manager of the future branch company, the role of the headhunting company is to find such talents for the local enterprises. For this particular talent, enterprises set three requirements for headhunting companies: one is the most famous person in the local industry, the two is the strongest and most experienced person, and the three is the one who must work for the biggest competitor. "I believe" money can make a ghost ". For example, when we found a competitor in the local mower market to do the most, then we must dig up its marketing director and become the general manager of our local branch. Of course, I have to pay a high salary. We will let the headhunting company talk to him about the conditions, and he will basically satisfy him if he wants any treatment. Wang Gengsheng said. According to introduction, the annual salary of its employees in Paris and London is about 60 thousand euros, while the highest salary is 300 thousand euros per year. Such treatment is roughly 30 times the number of similar posts in its China head office, and it is also 50% to 100% higher than that in other similar jobs abroad. Step second: build a team in situ. After the general manager of the branch office arrives, the second step of the establishment of overseas branch is to lead the general manager to register in the local company and form a team. The staff of the branch office are employed by the general manager of the branch office, but the head office is responsible for inspecting and approving the recruitment. Because the head office gives better treatment to the overseas branch employees, the general manager of the local branch will select talents and set up teams according to the higher standard when recruiting talents, which will also help them to carry out their work. The general managers of some branches simply take away their company's subordinates or even the whole team. "Since the branch team is made up of talented people with certain experience and resources, they will bring the original resources and information to them, such as their original customers. Therefore, after the whole team is formed, our products will soon enter the local market. Wang Gengsheng said. After the formation of the team, the company's products began to enter retail outlets such as supermarkets. When terminal is deployed, its branch will plan various promotions and exhibitions. As a rule, every time a product enters a new market, they will vigorously promote sales and try to suppress the momentum of their competitors, so they will soon take a place in the local market. At the same time, they will hire local third party financial companies to supervise and restrict their finances. Wang Gengsheng: 100% of all overseas branches are one hundred percent local people, including general manager and chief financial officer. The head office did not send one person to these offices. The advantage of hiring locals is that they neither dare to embezzlement nor dare to steal because their cost of crime is too high. And because the general manager we employ is basically a well-known figure in the local industry. In addition, the third party financial companies we employ will regularly check their financial status at branch offices, which is also a great constraint on them. Because the third party financial companies are completely independent, neither listening to the general manager of the branch nor listening to our headquarters. They deal with affairs strictly in accordance with local legal procedures. However, if China's headquarters are sent to overseas branch offices for a period of time, it may be prone to some undesirable events, which will be more unfavorable to the operation and development of the branch. In addition, employing local talents can also quickly integrate local companies into local culture and create fully localized companies. " He said. Reporter has learned that many overseas companies in Quanzhou have the same talent hiring strategy as their companies. The overseas branch of Fujian PEAK Group Limited also adopts the strategy of localization of talents, for example, its Italy branch employs all the talents of Italy. According to the person in charge of the company, PEAK's Italy branch also hired the director of a famous shoe brand in the country to serve as its branch manager. "Internationalization of talents can speed up the formation of multicultural styles of products and brands, thus achieving the development needs of enterprise brand internationalization." The person in charge said. Looking for dealers on the right track, it is also a way for many Quanzhou enterprises to expand the international market in addition to directly setting up branches abroad. Yang Feimin, manager of Overseas Department of Morikawa Electric Co., briefed reporters on their overseas sales channels and the whole process of finding international distributors. When deciding whether a product wants to enter an international market, the first thing that the company does is to conduct market research. First, we should understand the general situation of the market, including the size of the market space, the price of products, the status of competitors, etc. Two, we should know about the channels, including which dealers in the local market, which dealers have the most perfect channels, the strongest strength, the location of the products they sell, and the advantages and disadvantages of them; and the three is to understand the overall after-sales service of the market. In order to make more targeted after-sales service plan after entering. After detailed knowledge of the whole market, they began to choose distributors. "Choosing distributors is the most important step to enter the market. Finding a good distributor is half the battle. We have two conditions to choose distributors: first, the distributor must have a certain market base locally. He has a relatively mature distribution channel, has a certain financial strength, has a relatively strong technical level, has relatively rich market operation experience and after-sales service capabilities. The two is to see whether the product of the distributor is in line with our product positioning. For example, his products are low-end products, and our products are high-end, which are different in positioning. If we open up the market through such a dealer, it will be difficult for us to open up the situation because our customers' needs are low-end products. Therefore, when choosing distributors, we should also pay attention to the "right match". Yang Feimin said. Besides positioning, the dealer's technical level and after-sales service level are also very important. Yang Feimin told reporters that because their companies are highly skilled products, the general users will seek technical support from vendors when they encounter technical problems. The local distributors represent their brand image. If the dealer's technical level can not meet the requirements, they can not solve the technical problems of users or the after-sales service system of dealers. Imperfections, inadequate feedback on users' services and problems, will have a negative impact on their brand image in the local market. Therefore, when we choose dealers, we will also focus on their technical level and after-sales service capability. This will avoid many problems in future cooperation. He said. After finding the right distributor, the company began to guide partners to expand the market. The usual practice is that dealers will take samples from their companies to show their customers, or even directly test them for users. If customers feel that they are OK after trial, they will buy them from distributors when they need them, and dealers can bulk purchase them to the head office. Yang Feimin also told reporters that at present, the company mainly determines the number of dealers in the country according to the size of each country's market. For example, Russia, India, the United States and other large and relatively large market space generally look for more than two dealers to represent their brands, while for some small countries, they usually only look for a dealer to cooperate. According to the analysis, looking for distributors' cooperative marketing mode in the international market has both advantages and disadvantages to the export of enterprises. "The good thing is that businesses can do this quickly.