Dongguan: Building An Independent Brand To Crack The Sales Dilemma

Statistics from the Dongguan Municipal Bureau of Commerce show that during the "12th Five-Year" period, there was a big reversal in the sales direction of Industrial Enterprises above Designated Size in Dongguan. The proportion of domestic sales for the first time exceeded export sales in 2014, and the proportion of domestic sales in 2015 reached 55.4%, which was 10.8 percentage points higher than that of exports.

In the survey, reporters found that while exporting enterprises were developing domestic markets, they were facing price wars.

Low visibility, but for expanding domestic sales

The determination has not wavered. Efforts are being made to change the way it has been done before and adopt a closer marketing approach to the mainland consumers, actively embrace the channel of e-commerce, and deal with the predicament of domestic sales.

Close to marketing to enhance brand identity

Dai Renjie, assistant general manager of Dongguan Wanshan melamine products Co., Ltd. (hereinafter referred to as "Wanshan") has recently been worried about the low price competition of the company's products.

"The same product, our company's selling price is about 6 yuan, and the price of the colleague can be as low as 3 yuan."

Dai Renjie said.

Why is it so far away? Dai Renjie revealed to reporters the secret: the main reason is that the enterprise controls the quality of products differently.

Wanshan invested about 1000000 in building a laboratory, becoming the only one in the mainland with a laboratory.

The prints made on the products are made of Taiwan flower cloth, while the other manufacturers in the mainland basically use continental cloth, and the price is several times worse.

Dai Renjie told reporters that Wanshan had participated in the bidding of canteen products in a school in Hubei last year, and the price of the successful bidder was only 60% of that price.

Dai Renjie said: "facing this kind of low price competition is mainly because the market does not have a high degree of brand recognition."

In order to enhance the brand recognition, Wanshan began to try to close to consumers, Dai Renjie told reporters that in view of the current situation of WeChat's large number of applications, Wanshan launched its WeChat public number in April this year to promote Wanshan brand.

The brand "Damour warrior" is another case of WeChat marketing.

Zhao Zhenpeng, the founder of the brand, has been practicing martial arts since childhood, because of his love for martial arts.

Zhao Zhenpeng, who made shoes export business, founded the martial arts shoes brand "Damour Wu".

Zhao Zhenpeng told reporters that "Damour warriors" took the mode of electricity supplier and regional general agent to conduct marketing. At present, the electricity supplier mall is gradually improving, and the regional general agent requires that a group of 2000 people (local residents) have to build a WeChat group.

Zhao Zhenpeng said: "as long as 2000 people are promoted and supported, you can send information to all parts of the country."

Build an independent brand and crack down on sales predicament

Because the price is high, resulting in poor sales of products, almost all export enterprises are facing problems.

Changping Yongtai electronics specializes in the production of various data pmission lines. The product is known as "charging faster than the original line 30%".

Just like this product, it also encountered "Waterloo" in the domestic market: the annual sales volume is less than 1 million yuan, and its annual exports amount to hundreds of millions of dollars.

Yang Zhi, deputy manager of the company's customs affairs, said that the poor sales performance was due to the high price: the 1.8 meter data line produced by the general factory was only twenty or thirty yuan, while the data line of the "JCE" brand in Yongtai was sold to 168 yuan.

The same quality products can be sold at a high price abroad, why not in China? A person with many years of marketing experience told reporters that the main reason is that these enterprises have low brand awareness and low consumer acceptance in the country.

Data show that: as of 2015, Dongguan has more than 2000 processing trade enterprises with its own brand, and its registered brand has exceeded 10 thousand, reaching 11363.

Jiang Lin, a professor at Zhongshan University, said that a considerable number of these brands were set up or bought after 2008.

Chen Zhongqiu agreed with him. He told reporters that the brand establishment time of Dongguan's export enterprises is relatively long. It takes a long process for a brand to be accepted by consumers.

Dongguan's export enterprises own many independent brands, but their popularity is not enough. Dongguan has been helping enterprises to enhance brand awareness.

Xu Qingren, chairman of Yongtai electronics, told reporters that in the face of the huge difference between domestic and foreign sales, he decided to increase brand building efforts in order to impress consumers.

"In the face of the fact that young people like watching entertainment programs in China, they decide to cooperate with related entertainment programs."

Xu Qingren said.

Xu Qingren revealed that Yongtai electronics plans to cooperate with some domestic variety and film and television programs, and the related cooperation projects are being discussed.

The safety shoes of Houjie can enhance brand awareness by participating in the exhibition mode, and the results are good.

Chen Mali, chairman of the company, told reporters that in the past two years, Ann strong shoes have been exhibited in Kunming, Jilin, Xinjiang, Fujian, Shanghai, Hongkong and other places, and the footprints are almost everywhere in China.

The exhibition has enhanced the brand awareness of Anyang strong shoes and is able to directly connect with the agents.

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Using e-commerce to open domestic sales channels

Reporters found in the survey, in the face of the domestic market is very complex market environment, e-commerce has become an important way to export enterprises to solve domestic sales channels.

The electronic interpreter, launched by Quan Zhi group, has led the trend of electronic dictionary.

In order to deal with the tide of e-commerce, the company set up a subsidiary - innovation and easy purchase, and sold the whole domestic market.

Li Jincong, director of innovation and easy operation, told reporters that in the past three years, "innovation and easy purchase" has gradually built up a perfect domestic network sales platform through the layout of Tmall, Jingdong, suning.com and other domestic e-commerce platforms, so as to open up the domestic market.

At present, the domestic market of Quan Zhi group is realized through the electricity supplier channel.

"This is consistent with the trend and convenient for management.

Over the past three years, the annual performance of the domestic market has doubled, and sales in 2016 are expected to double. "

Li Jincong said.

Li Jincong disclosed that in order to improve its own e-business mode, based on previous years, the right wisdom group plans to set up offline experience shop in all parts of the country to create an online and offline integrated O2O mode.

In the future, the consumer's right to purchase intellectual products can experience the shop experience in advance, and then place the order online or at the experience store. The company will then send goods through the experience store to ensure that the order is delivered on the same day and delivered to the home within 24 hours.

Compared with Quan Zhi group, Sheng Qi Road, which is engaged in garment manufacturing, has set up an e-commerce platform for gathering beauty, and other export enterprises can also sell with this platform.

Wu Sibing, general manager of poly AI technology, told reporters that the total sales volume of Ai Mei last year reached about 10000000 yuan.

According to Wu Sibing, there are more than 1000 suppliers on the line now. Dozens of Dongguan manufacturing brands such as urban beauty, Qisheng shoes and so on, have been stationed in the brand store of the industrial park in addition to the online platform for gathering in the United States.

Quan Zhi group and Sheng Qi road are the epitome of "making in Dongguan" using e-commerce to open up domestic sales channels.

In fact, the Dongguan government has spared no effort in promoting manufacturing and networking.

Data show that as of 2015, more than 40% of SMEs in Dongguan had applied e-commerce, and the number of e-commerce operators was 55 thousand, accounting for 15% of the province's total, ranking first in the prefecture level cities of the province.