Choose the right customers based on your own positioning

The advantage of low prices made in China is gradually lost. How will Chinese suppliers seek survival and development? How to formulate an effective promotion strategy? How to make the order profitable? Where is the future development direction of export enterprises in Shenzhen? Mr. Lu Tairong, Sales Manager of Kaishibo Electronics Co., Ltd., shared his insights on how to deal with the changes in foreign trade at the Guangzhou Station of the "Zhisheng Future Export Forum".

Lu Tairong began to engage in the foreign trade industry in 2005, and often visited the United States, Europe, Asia and other regions Customer, familiar with the characteristics and needs of foreign customers, led many foreign trade teams, and has rich experience in foreign trade. The Kay Shenzhen Kaishibo Electronics Co., Ltd. under his leadership is a collection of Bluetooth development, production, sales and service. A modern comprehensive enterprise. The new workshop covers an area of 6,000 square meters and has passed ISO certification. The company has about 300 employees, including more than 20 professional and technical personnel.

Lu Tairong: We Shenzhen Kaishibo Electronics is a professional manufacturer of Bluetooth headsets, A supplier of bluetooth speakers. Started business in 2004, and began to cooperate with Japanese customers in 2006. It has been nearly 10 years of history. The main market is now the Japanese market, and now it is constantly expanding in Europe, America, including South America , the North American market. The positioning of our factory is mainly O orders, that is, OEM and ODM orders, which account for nearly 90% of the company's turnover. The product positioning is mid-to-high-end, and customers often ask why your product prices are so high. Our philosophy is to work with customers to develop this market, and to do a good job in this market together.

In fact, we have broken through the basic business relationship with customers, we have broken through the kind of partner, or the two cannot be combined. The missing part. When customers come, they will go to the factory, look at our product line, warehouse and office area, and give us some suggestions for improvement. Of course, these customers are influential customers in the local area, and they are cooperating with us There will be such a move before. We will make some improvements according to the customer's requirements and standards.

When we first started working with Japanese customers, we really did not meet their standards, and there were many shortcomings, but we are very grateful That Japanese customer saw the potential of our company's business philosophy at that time, and has only cooperated to this day. Except for the beginning, they will have quarterly or annual assessments and audits every quarter and every year, which is an assessment of our partners. It is a kind of visit between friends, and we work together to do this well.

I am at the forefront, because I have been in the foreign trade sales industry for a long time. From the wave of 2005 and 2006, the Asian market It may be that Japan is better, and the price at that time is what you say and what they do, but it must be guaranteed, and Europe and the United States are very poor.

By the wave of 2008, the financial crisis came, so at that time it was If a group of small enterprises is established, the company will be shuffled and killed if it has no innovation ability. If the boss of a private enterprise is not ideal enough, he will be eliminated from the market. The foreign trade situation at that time was very different. It is very serious. If you only do a factory with O orders, it will be very difficult at that time. At that time, the customers were basically the buyers after screening, and the amount of things they wanted was less, but they survived at this stage. These customers are the mainstay of the real market, although they want less things and prices. It may not be particularly high either, but it is indeed the mainstay of the overall market. At that time, foreign trade continued to decline. In the first two or three years, we developed rapidly. Now is the European debt crisis. After the economic situation in Europe in 2012 and the first half of 2013, the foreign trade situation is very serious. Some customers have told us back to the situation in 2008.

We are very fortunate that there are still customers going. When we went to the Hong Kong Electronics Fair and other exhibitions, those buyers were still there and still there, but some buyers disappeared. In the process of their shopping, the things they require are more refined and higher, so it is necessary to improve the service. I admire Mr. Feng because he has such a strategy, but he also has a good team, which is very good.

Whatever you do, it must be done by people, and it requires teamwork. In a small team, how about letting them discuss this issue, if they do not have this sense of cooperation, the company does not bring him happiness, the employee will not consider this matter, he will only be himself, not you. The foreign trade situation presents us with more severe challenges. Whether the employees' sense of ownership and service attitude can put themselves in the company's shoes, the boss is very important.

We are a manufacturing enterprise. Our company's philosophy has always been that professional people do professional things. We are a factory. What we are best at is innovation, production and delivery speed. Small buyers should be more e-commerce companies or more small batches. For factories like us, they should be relatively small, but we can use e-commerce companies as B2C platforms, or trading companies like Mr. Xiao , he can have B2B, B2C, we can supply him. Because their advantage is that they are the advantage of sales, they are absolutely superior to the factory in terms of service awareness and teamwork.

The same is true for our customers who make O orders. We will study with customers together. Customers know their local market, and we can't match his sales ability. Although I have a foreign trade team of more than a dozen people, even if you have the ability, we can't fight against the locals. He has his local market, he Selling locally is definitely better than you. The only thing you can do is to give him your things with a guarantee and let him do it. Your merchandiser and salesperson must communicate with the customer, how the customer's sales situation must be Back to the factory, because I am the source of the product, I consider it according to the market, I have more than 20 engineering R&D personnel, and have enough ability to do this product innovation according to your market requirements.

The competition for Bluetooth headsets and Bluetooth audio products is very fierce. Our positioning is 20% to 30% higher than the industry price. Why is this price? One is innovation, and the other is patent protection. If you want to stay in this industry, the ability to innovate is very important.

Our customers are indeed leaving. He is also negotiating prices due to market pressure. He said which one is better and why not yours. But he must be valuable, not to say that he is determined by the accessories of a certain product or the procurement cost. After this definition, the subsequent cooperation will gradually fade away, and cooperation will not be used.

If your factory is a customer in the tower of the pyramid or above, you need to position it well. It is very important to select the customer. If we choose a customer in the tower or on the tower, we must study and understand him thoroughly and try our best to communicate with him. For the real customers at the bottom of the tower, there are still some low-end factories that can supply the entire supply market. It is impossible for a factory to eat all the customers. This cannot be done. If you are positioned in the mid-range or high-end, then you do it.