"Going out" is the inevitable way of "Made in China"

The advantage of low prices made in China is gradually lost. How will Chinese suppliers seek survival and development? How to formulate effective promotion strategies? How to make orders profitable, and where is the future development direction of export enterprises? Tianxin Mr. Wang Liangming, general manager of foreign trade of Wire Group Co., Ltd., shared his business management methods at the "Zhisheng Future Export Series Forum" Jiaxing Station.

Wang Liangming: We are a manufacturing enterprise. We have a relatively short time to enter the foreign trade market. In the past two or three years, I feel that the competition is very fierce, and the traditional manufacturing industry still has certain challenges. As you know, in terms of foreign trade, regardless of domestic trade or foreign trade, everyone summed up one sentence, which is the problem of sales strategy. In the sales process, we often say a sentence, our thinking determines our way out.

For example, what Mr. Pei told us, the positioning of the company, the choice of the market, and all aspects are all based on our own ideas. Including The way of motivating employees is an innovation in concept. As a manufacturing enterprise, we are looking for a model that suits our business. Before, we followed the trend, and the B2B platform was good. Then to Global Sources, we are looking for a way that suits us. After the past few years, we feel that going global is an inevitable measure for our industry.

Why do you say this? Brazil and the United States are also good for customers in China. A purchasing office has been established. From this purchasing office, it is obvious that it is very easy for Chinese suppliers to review and meet their company's requirements. As our foreign trade enterprise, we should actually go out and have a look. We can also learn something. Their model, they set up a purchasing office, why can't we set up a sales office? A point-to-point way, direct face-to-face communication with customers, this is our manufacturing enterprise has found this model.

For example It is said that we are in the Vietnamese market, and there are many buyers who come to inquire. We feel it is necessary to meet these buyers. If we feel that the buyer has a good intention to cooperate, we can build an office here and find it through this. Group buyers. I feel that this method is more helpful to us.

Overseas offices, cost is our first consideration. This is a final measure faced by our final manufacturing enterprise, in fact, in establishing We must evaluate before the office. As we just said, we must first determine our target market. For example, as we said, we cannot eat this pie in one bite.

For example, we talked about the BRICS, Russia, Brazil, India, South Africa, these countries, we can't say that we can eat all these countries in one breath, this is unrealistic, we determine the positioning of our company's products. Positioning products, first positioning you Is the value of the product suitable for export in Russia or Brazil? This needs to be assessed. Emerging markets have huge potential, but whether our products meet the needs of these countries. If I feel that my products meet the needs of these countries, then I will Select first.

If it is Brazil, well, I will set Brazil as my target market. I can put all my foreign trade budget into Brazil, including exhibitions in Brazil and the promotion of local B2B platforms in Brazil. We can do it all. Publicity in this regard, and then a special person will follow up this market. The product is clear, the market is clear, and through our own efforts, I think we will be able to achieve success.

Global Sources has provided us with this platform, including online platforms and exhibition platforms, including several places where Global Sources participates in emerging markets. Including our booth platform, we can learn about this aspect. If we are participating in the exhibition this year, which markets have more customers through online inquiries, we have a more targeted understanding of this market. Global Sources has provided us with A good platform has been established, and the judgment of this step is made through these platforms.

We started to cooperate with Global Sources in 2010. After a few cooperations, we can also see through the platform brought by Global Sources that some markets are suitable for our products, and some markets are not very strong for our products. For the market we have determined, it is also a simple way to determine that this market is good. Of course, participating in the exhibition, not entirely through Global Sources, but also through other exhibitions. As Mr. Zhu said, the Brazilian market is good, and we have gone through all the Brazilian exhibitions, because we don't know which one is better by hearsay.

As a whole, through the exhibition, there are also some eliminated. As a kind of exhibition effect, in fact, everyone thinks about it, and our salesmen will definitely think about the effect of the exhibition and whether there are any customers. I think that as the exhibition itself, in terms of the current model and market situation, the effect is not as good as before. The current exhibition is just a promotion of our brand, including understanding market and understand customer needs. Because in the exhibition, there are more than ten exhibitions a year, but in fact, the number of customers in the exhibition is very small. Through follow-up, we position this customer as our potential customer group, and through our own efforts in all aspects, as our potential customer Customers, fly directly to the customer's factory for face-to-face communication, and then follow up through follow-up customer service. Through such a region, there are one or two customers, and some customers help us drive this market to develop the local market. At present, we mainly use this model. In the end, we want to make such a market, such a point, and slowly radiate the entire market from this point. This is our current marketing tool.