Replace The "Domestic Sale" Of The Foundries: Self Built Brand Brings Opportunities

"To return to the domestic market, we must first understand what consumers need, not only for long-term development, but also whether factories can continue to live." Li Jianfeng said.

In the spring of 2020, the foreign trade people were extremely cold.

In February, when the whole country pressed the pause button, factories stopped, and foreign trade enterprises shouted: I still have factories and employees, leaving green hills without worrying about firewood. After 2 months' insisting on the full resumption of work, the epidemic is spreading abroad.

Crying and crying is not a crime. It is not a sin for Chinese factory directors, who are most sensitive to the wave of the times. As long as they can survive, everything is not wasted.

At present, "foreign trade to domestic sales" is becoming a hot word, and some people start to re build sales channels. Under the air of short video and live broadcast, the live broadcast room of Li Jiaqi and Wei Ya has become an important channel for product exposure. Internet factories are also making collective efforts to stimulate new demand with digital power.

Foreign trade people have different choices for domestic sales.

A factory that manufactures products for Europe, America and Japan told the "online business" how they built their own brands and won 3 times the performance orders over the same period last year.

"Every factory has a brand dream," a foreign trade factory owner said. "Black swan" has brought about business impact, but for many high quality Chinese factories, it has also become a good opportunity for them to build their own brands.

　　 The trend is increasing by 300%.

Wang Xiao's clothing foundries, to ZARA, H&M and other overseas fast fashion brands to do foundry. After more than 20 years of operation, it has a fixed source of tourists, and there are 400 workers on the front line, but this time it is also affected by the epidemic.

"40% of the orders have been cancelled. There are 2 million goods in the warehouse which have not been sent out. Now the overseas transportation has stopped. I don't know when to recover." Wang Xiao said to "e-commerce online".

He gave up half of the workers in the factory. In order to maintain a certain cash flow, he was eager to find the domestic clothing brand and continue to do the foundry. Overseas epidemic has not yet come to an inflection point. "Turning domestic sales" has become a topic that foreign trade enterprises can not get around. But how? How to sell? Foreign trade people are looking for suitable positions.

Some through digital transformation, cooperate with C2M, directly connect consumers. Including Taobao special edition, Beijing Xi, and many other platforms are open technology and products, high quality and low price products have more precise exports.

Some rely on hard core control capability to resume production. For the sake of Adidas, Nike Shenzhou International supply chain advantage, to achieve the full recovery of orders. Some of them directly moved into the live room, and the products with high cost performance provided more display space with the help of live outlets.

In the second half of the epidemic, foreign trade enterprises are splitting up.

Luo Man is a foreign trade enterprise mainly based on ODM and OEM, mainly for the products of Europe, America and Japan.

In 2016, the company founded the "Roman" brand, but OEM is still the main business, accounting for almost 60% of the company's share. Under the epidemic situation, the OEM business could not escape the fate, 4 orders were postponed, and the new orders were zero.

Like many foreign trade companies seeking transformation, Roman also developed a mask production line, but many foreign trade bosses are aware that masks can not be "antidotes". It is a new choice to open the domestic market by building its own brand.

The real realization of a large number of resumption and resumption of production depends on the sale of its own brand goods online. Li Jianfeng said that at the end of 3, they launched new electric toothbrushes on the electronic business platform, and now sold about 3000000 units, with sales exceeding 10 million, achieving 3 times the same period last year.

"It's not easy to have spot in this period." Li Jianfeng said frankly, in fact, behind the sale of new products on the line is surprise. While their factories are producing masks to meet their own needs and work overtime to resume production, the new products will be launched timely after the domestic epidemic becomes stable. At that time, many enterprises may just begin to resume their work.

TEK, the predecessor of Tim Ke, has long been a foundry for high-end overseas brands, and has accumulated high quality R & D capabilities and supply chain bases for factories. Although the outbreak has had some impact on the foundry business, the private brand in the domestic market has grown against the trend.

In March this year, the new intelligent land washing machine directly captured the first category of Tmall.

"Before launching the intelligent land washing machine, we have been testing water for more than 2 years. At this time node, we see that consumer demand is increasing, and the epidemic also spawned an increase in online consumption. Tim can brand director Xu Kaisong on the "online business" said.

　　 When brand is the most suitable time?

In March 30th, at the press conference of the joint defense and joint control mechanism of the State Council, Xin Guobin, Vice Minister of industry and information technology, said: "in the first two months of this year, China's import and export of goods trade decreased by 9.6% compared with the same period last year, of which exports dropped by 15.9%. With the further spread of the international epidemic situation, the situation of China's foreign trade import and export is likely to deteriorate further.

The "black swan" brings opportunities to many new brands of domestic products, especially some high quality foundries. They have a quality supply chain base and have their own R & D capability. When the export and import businesses are pressed the pause button, the "new domestic products" usher in the window period.

For foreign trade enterprises starting from foundry, it is not easy to build a private brand. Wang Xiaoshen had a feeling that 3 years ago, he tried to build his own brand in the domestic market, but he finally paid for it badly.

"At that time, the lack of effective management of the brand was only a simple online lower berth channel, and the market was not easy to imagine." Wang Xiao said to "e-commerce online".

The real difficulty of self built brand is actually the transformation of business thinking, and we must learn to turn from to B to to C. To do foundry or rely on others to eat, do a good job in production, and do their own brand is on their own. Knowledge of the market, self built channels, self operation, and even from inventory to logistics must be controlled by themselves. But the benefits are obvious, closer to consumers and bigger profit pools.

For many high quality foreign trade factories, it is a good time to establish brand in the domestic market.

In Xu Kaisong's view, the upgrading of domestic consumption has spawned the development of high-end market, but compared with foreign markets, domestic high-end smart appliances are still a blue ocean.

"The Chinese market is actually a huge market, and domestic demand is huge. After upgrading, it brings more space to the dominant products, and consumers have begun to have a good understanding of the concept of domestic products."

　　 Co creation under epidemic situation

The Internet platform under the epidemic has become the latest way to pull factories and consumers in modern times.

In the past, it was difficult for manufacturers to do their own brands. The greatest difficulty was the need for docking agents and service terminals. Now, with the Internet platform becoming the main selling channel, the agent can directly touch consumers.

Li Jianfeng had a deep feeling. Last year, double 11, Roman launched a "small fruit brush", from the platform of big data insight found that consumers preferences for color, so according to the beauty of the play, launched La Mer the same butter green, SK2 like ceramic white, has achieved good results in the market.

"Ali's team hands to guide operations, and jointly polish the color style, and sell 60 thousand units in 3 months, which took 2-3 years to achieve." Li Jianfeng said.

According to the traditional offline channels, a new product research and development need to go through the process of market research, listing and dealer feedback. The development cycle is very long. Under the digital operation of the Internet platform, direct docking with demand production greatly shortens the cycle of new product listing.

During the epidemic, Luo Man joined the new "care machine" toothbrush. Once again with the platform's co creation, he sold 11 thousand units in the single day, and earned 9 million 120 thousand in the single day, attracting nearly 120 new customers.

From the platform point of view, the reflux of foreign trade enterprises brings new opportunities to the domestic market, and it is also an important opportunity for the platform to create a brand of "new domestic products" with enterprises.

Xu Kaisong clearly felt that the platform attached great importance to the "new domestic products". From flow support to live broadcast pit, they helped the product achieve the first grade of the category quickly. In addition to Alibaba, Jingdong is also speeding up helping foreign trade enterprises to do domestic sales, speeding up the "new brand plan", helping entities to cultivate brands at extremely low cost, and developing and manufacturing products that are most suitable for market demand for consumers.

　　 Walking on two legs

When we see the opportunities in the domestic market, how should we balance our own brand and the foundry business?

In an interview with CEO, Wang Yihua in China, she said she would never build her own brand. In her opinion, there are specialties in the art industry, and the factories and brands should do their jobs and do their best in their respective fields. She believes that if a factory does its own brand with the same category of customers, it will form a competition relationship with customers, thereby losing the trust of customers and affecting their own development.

But many companies believe that keeping two legs is a good choice.

"Brand building needs experience and genes. Although the Internet has solved many problems, the key is to look at the factory itself." Wang Xiao said frankly.

In Li Jianfeng's opinion, the establishment of brand thinking is indeed not achieved overnight. But the two are complementary. Foreign trade OEM can bring in good technology and product direction, and can also achieve profits at the supply chain end, and realize profits through scale.

Walking on two legs can help us understand the needs of channels and customers. In foreign markets, we will also make some to B customization for WAL-MART, Baishi and so on. Through the to B business, we will work out the experience level of cooperation with these channels, and then feed back to the domestic market, so the two should be coordinated. Xu Kaisong said.

At the same time, in Xu Kaisong's view, the overseas market is a certain support for product research and development, especially for smart home appliances, which gives the domestic market a lot of inspiration in terms of product strength.

"The success of Dai Sen gave the domestic brand a good inspiration. In addition to the skills of marketing, the final point is to focus on the product itself, with its own design and unique product strength." Xu Kaisong said.

"To return to the domestic market, we must first understand what consumers need, not only for long-term development, but also whether factories can continue to live." Li Jianfeng said.