Be willing to invest in making a brand

The international trade environment is not what it used to be. "Made in China" urgently needs to be transformed. How can foreign trade companies create their own development strategies? In 2014, Global Sources joined hands with its "CEConline" to continue to create a series of "Wisdom for the Future" export forums, providing an excellent exchange and learning platform for foreign trade enterprises. Mr. Gao Jingliang, general manager of Dongguan Siteng Electronics Co., Ltd., shared his entrepreneurial experience and some experience in developing foreign trade markets at the forum Dongguan Station.

Gao Jingliang: Our company was founded in 2008, and the industry is 3C digital peripherals, such as mobile phone protective shells, protective films, leather cases, mobile power and other products.

I have four factories under my banner. I take brand operation as the axis. Since 2008, I have operated this market in the form of trade and brand, and have only started production since 2009. The factory I invested in is not self-operated. In short, it integrates production, operation, and sales. The next step will be to integrate sales. We cooperated with Global Sources in 2009. Basically, we go to every exhibition, and there are basically four or five sessions.

I may not have a lot of opinions on foreign trade, because we have a foreign trade director. I mainly operate and manage, including production and factory manager management. We mainly focus on operation and brand operation. In terms of operations and management, I may have a little bit of experience.

About the brand, many people also think that it may be a brand if a logo is posted, a package is made, and a product is put into it. I think a brand is actually a culture. A brand has a story, and there is a cultural concept to support this system, including the need for a lot of operations, promotion, including understanding consumer needs and user experience, etc. These things support a cultural system. be valuable.

Being a brand is very lonely. Before your brand is established, others will not recognize you. Your pricing may not be very acceptable to customers. You have to go through a lot of promotion, including our annual investment in advertising. It is also very large, and some overseas media and exhibitions are held.

We are relatively well-known in China, including Suning, Gome, and Shundian. Basically, all shopping malls can see our products. In fact, a brand is a corporate culture and a way of operating.

I will jump out of this industry and use something to elevate the tension of factories and brands. My marketing model is divided into several parts, one is the booth, and all the exhibitions I exhibit are professional exhibitions in this industry, such as the electronics exhibition in Hong Kong, including CES, etc. Both go. Our exhibition halls will be specially decorated in the future, very simple, which can reflect some culture and display some representative boutiques. Some clients can be booked in advance.

I am four factories, mainly to build a model factory, when customers come to visit, there is a facade, and most of the production is produced by other factories. In addition, many foreign customers are OEMs in other countries or China. He sees that our products are very expensive in large shopping malls. Basically, he recognizes the quality of our company when he sees this. For example, my brand is sold in many countries, and there is factory address information on it. He can find our factory through this. This is mutual assistance in terms of brand and OEM.

I also used horizontal publicity, of course, did not do celebrity endorsements. I have obtained a lot of authorizations, including the authorization of the "Titanic" movie before. After winning, I will do global promotion and improve the company's level through the influence of the cultural industry. I have taken a lot, including Dongguan, which has a national quintessence culture, which is supported by the government. If I take this, he will give you a free promotion every month. The image of Sun Wukong is Chinese culture and will be promoted.

Acquired the global license for Astor Martin in January last year. It is relatively simple to take this to open the global market, because I am the design, production and sales agent authorized by Astor Martin in this field. I take this authorization to knock on the door of customers in any country, and they will recognize it and feel that Astor Martin Te Martin will license this to you. This is mainly an integrated operational level to launch your own company. Including that I am a foundry of OPPO, and Huawei has also come to me, so there is no need to advertise. Of course, this is accumulated to a certain degree, and you have to grasp what you have to do in the early stage.

I have contact with many manufacturers. There is a man who is much older than me. His factory is very large and his worth is many billions. Later, he wanted to make a brand himself, but he made a brand but couldn't make it. He called after a while and said, "I bought six more Mercedes-Benzes." He actually bought six machines, and he was willing to spend money on equipment, and he was willing to invest in equipment for one million or two million.

I said how do you make a brand that is not willing to spend two million on advertising? He said that I couldn't see the money, but I bought the machine and put it here, I can see it and feel relieved. I say you have to choose the platform that suits you, and get into it. Many companies are willing to expand factories, renovate, and buy equipment, even if they take loans. But he is reluctant to let him promote it on a suitable platform. Including my license from Astor Martin, I have to spend several million a year to get this license, and I just get a Logo back. A lot of people say it's useful, but they don't understand it. No matter what you do, it is necessary to be willing to take a certain percentage of publicity to do this, and it will be of great help to your docking window.