Focus on one area and achieve excellence

The advantage of low price 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? Ningbo Heng Ms. Wang Hui, General Manager of Tuo Import and Export Co., Ltd., shared his business management methods at the Ningbo Station of "Zhisheng Future Export Series Forum".

Wang Hui: In 2008, many people said that three years can be passed. I thought at the time that the crisis might last three to five years, but the reality is that the economic situation from the international market, including the data you just reported, is indeed a downward trend. As an import and export company, no matter how big or small How the environment changes and survival is a very objective topic. I don’t think we have a way to change the environment. From our company’s point of view, we cannot change the environment, but we can completely change ourselves.

For us, in such a world In the context of the market based on foreign trade exports, since the environment cannot be changed, I think everyone can feel it. There are more and more requests and more inquiries, and more inquiries mean that the market is difficult to do, because there are many options and factors to consider. In this case, as a supplier, at a certain level We are in the position of being chosen, not strong enough to negotiate with customers on an equal footing that you must buy mine.

In this case, two lines guide us: one is to focus on connecting products, We have our own brand, which is a dream that has never changed in our heart. We have done a series of work around this brand, and we also continue many missions and dreams in export or domestic trade. We are not good at abandoning products, let ourselves focus on one field, and become a company that can make a sound in this industry. We cannot be excellent in every place, but we can make ourselves excellent at a certain point. This is our Therefore, our company has a certain reputation in the field of electronic connection collars, and our company is often mentioned from the customer's negotiation and word-of-mouth communication. We use our very professional ideas to continuously provide the market with some innovative ideas or It is a new product, and constantly finds its own new selling point while updating traditional products, providing my customers with more services for him to choose from, so that I can have more opportunities to communicate and share with customers, and win the following He is in the same position to discuss so that while we have new products, we will also have more customers to work with us.

As an analogy, because we focus on connection, I was once asked if the world would one day be Wireless replacement, so your wired connection will not be eaten? I said we are doing the connection, but the connection can be wired but also wireless. Connectivity can still be provided wirelessly. We have a client in Sweden, he talked about the wireless products we are doing now, and we told him that our focus is also on connectivity , which is also the range we can provide. In this way, he is interested in discussing with us, and we can cooperate with him to provide related services. This case is more successful and he is more satisfied.

We don't have any way to say what will happen to this industry, but if you adjust yourself and show yourself in a moderate space, you can still win a living space in a downward environment.

Our company has invested in its own factories, and we also have hundreds of suppliers, which is a form of balancing the development of the entire business. For example, whether our own factories have competitors with other suppliers, we are avoiding them. When I established my own factory, I had my own ideas. At that time, the purpose of establishing the factory was not the original intention, because in the process of importing and exporting services to customers, as the electronics industry, you represent technology, and he will have more and more demands. As electronic products are not like other fast-moving consumer goods, customers are highly selective. The amount of electronic products purchased in the US and European markets is not like consumer goods. You have to attract consumers to buy your products. At present, it is difficult for domestic supermarkets to see ordinary people buying voluntarily. A wire or what to buy, this consumption habit determines the marketing method is completely different. At that time, because our customers, including my suppliers, put forward a very high quality service concept, it was difficult for me and the existing suppliers to achieve, because the first is very troublesome, the second is a lot of requirements, and the third is that he has to constantly check your company. system. To accomplish this task, it is difficult for others to promote it. I cannot throw away the customer. I want to be guided by the customer's consumption needs. His needs and ideas are the ideas of consumers, so we invested in our own factories.

The positioning of our factory is also to fight a combination battle. Which product is the most important, and take this product as the core product. On this basis, I will tell customers that you can see that I have a system, I have certification, and I have quality control The process allows you to buy safely and with confidence, because electronic products place great emphasis on the safety and security of the quality process, and you do business with us on this system. When a customer really reaches the consumer market segment, he does not meet his needs with just one kind of demand. There will be many projects at the same time. Just like these two entrepreneurs, they need us to serve. I will establish our service system and follow me. All suppliers in my chain can sell our products to different people.

For example, the price, because I have my own factory, I can find a way to control it. How to control the quality and quality? I want to pass the core concept of the factory to the suppliers. I have a concept in cooperation with suppliers. We need to care for suppliers and lead suppliers. This is the only way we cooperate with suppliers. Concept, at a certain level, it is often said that customers are God, suppliers are the parents of food and clothing, customers must be God, how to serve God well must have a supply chain to support, because we involve electronic components, plastic parts including accessories , Electronic product countries are also very concerned about whether your environmental protection has reached, and various trade barriers have increased. It's difficult, so let's tell him not to lose confidence. You can send your materials to my company, and I'll test them. Make sure that we have a strict process system, and each one has been tested, so that I can tell My customer, each of my products is 100% qualified, you can't just take a product and supply it to the customer, if you do, you will face a lot of risks. I also often discuss with others that some competitors buy a product anywhere in the market, and then send it to relevant institutions for testing. Once tested and said that it does not meet the standards, you will face being kicked out of the market. Second, it must comply with relevant laws and regulations recognized internationally.

In addition, we must continue to innovate the products I supply. We will also listen to what customers are saying, and visit customers often, such as what was your situation in 2011 and 2012, and the impact of e-commerce on the market, which has a great impact on the client. Everyone studies how to provide price Inexpensive and high-quality, he will definitely talk about the price. The price is the main factor, but the product must impress consumers. If it cannot impress consumers, he will refuse to buy. We continue to communicate with clients to make clients feel that HENTEK is a very professional Company, my confidence in cooperating with him is guaranteed, and I am not afraid that government departments will come to me casually, so that we can provide reliable confidence guarantee from the perspective of customers, so that he will provide more cases for us to do. We are standing in the perspective of the integration of industry and trade.