How can a foreign trade company achieve 50 million a year?

The advantage of low price made in China is gradually lost. How will Chinese suppliers seek survival and development? How to formulate effective promotion strategies? How to make the order profitable, where is the future development direction of export enterprises? Mr. Xiao Feng, General Manager of Grid Electronics Co., Ltd., shared his insights on how to deal with changes in foreign trade at the "Zhisheng Future Export Series Forum" Shenzhen Station.

Guangzhou Weige Electronics Co., Ltd. was established in 2001, is a lithium-ion rechargeable battery and Professional manufacturer of chargers. The factory covers an area of 2,200 square meters and has more than 300 employees. It has more than 5 years of export experience.

Xiao Feng: I have always insisted on one thing in the past ten years. That is, people have to have ideals, and after they have ideals, they must persevere. After perseverance, they must innovate. I have relied on these three things for ten years, and my trading company can make 50 million crazy a year. Why?

Dare to promote

I mainly do battery chargers and batteries. In 2006, 2005, and 2004, when the market was at a low ebb, I started advertising. At that time, the investment was also very large, about 60% a year. It’s more than 10,000 yuan, but the effect of Global Sources is also good. At that time, the guests came more fiercely, including guests from all aspects, including my own control ability. So now I can sit here and tell you about my experience.

My ten years of entrepreneurship is still to seize the opportunity, dare to work hard, and dare to go out. Foreign trade is actually a very hard thing. Step out, if you don’t step out, you will stay behind forever. How dare I invest 400,000 in Global Sources at that time? I dare to invest 400,000 in a small-scale company. This requires courage. Go and go, but there must be innovation in the process of going, and you must follow the big environment, so as to survive, this is my entrepreneurial testimonial for a small company.

Looking for a good supplier, even if he is small

If you are not a real boss, and want to be a boss, you must find a good supply chain and a good product.

This good product does not necessarily have to be a very large enterprise, nor does it have to be If you want a very good price, you must see if the boss of the factory is a very good boss, because this is how I came down. A good boss, the team he leads is good, the products he develops are good, and the research and development things are suitable Only when the market demands you can you sell it, and only then will you have a selling point to customers.

If you just find a stupid boss, you will never develop, and it is useless if you invest too much money in it. If you want to start a business and start a business, you need to find a better boss and a good factory. It may not matter if the factory is small.

Find a good service platform and be willing to invest

The third is yourself To strengthen the internal strength of the customer, I made the customer's reply the first time, he had an idea, I gave five replies, let the customer get what he wanted, answer all the questions of the customer, don't think the customer is wordy, and don't I think the guests are too small, If you do this, you will be successful. What I want to talk about is that the service must be done well.

The current customers in my industry are "short and fast", as Tmall said "small and beautiful". I went to Shenzhen last month to have a meeting with a customer in the United States. Every October, he has an order of 200,000 US dollars. Last year, it was 380,000. This year, it only placed 200,000. I was asking him why, and he said that the logistics cost is now greatly reduced. Although the delivery is very frequent now, the entire capital chain is occupied very little. For example, last year it was 380,000 US dollars for four orders, and this year, it was only 200,000 US dollars for six orders. I feel like it is short and flat.

Some customers are placing small orders. One customer is my biggest customer. Now he places 25 orders a month, an average of one every 2 days. We once asked him to close the order, but he said no, we must place the order like this, so as to ensure that the entire capital chain can operate very frequently. We should not focus on the number of customer orders, but whether the demand for orders has decreased.

I was panicking for a while myself. What happened to the customers? The order that used to be very stable has become so few now. I was afraid for three months, and I also used some dark methods to bribe the buyers in Guangzhou, but in the end I scared myself, and it was indeed the frequent purchases by customers. I also called the customs data to check all the information of the guests. It turned out that we have not changed other suppliers in the past three months, but we are still supplying. This shows a problem, the whole environment forces our customers to adjust their orders, you just need to pay attention, don't panic. For our 3C products, the overall industry is declining, I feel so.

But don't worry, I've had clients come back after a year's absence. Why go? He wants to add packaging fee, I didn't promise him, another company said to do it for him for free. Came back after a year. Later I asked him why he came back, and he said that the return rate of another company was 3 or 4 times that of ours. I said it was so outrageous, wouldn't it? he said yes. You don't have to worry too much, do the essential work well, as long as there is no problem with the product, the price is not a big determining factor, unless you always only focus on low-end customers, it's no use to catch such customers, he turns the market again , always looking for the lowest price, what's the point of you being such a guest? You look for customers who have higher quality requirements and are more satisfied with the quality and your service. There may be fewer customers, but they must be high-quality customers, and cultivate them well.

To give an obvious example, once I was going home on the twenty-sixth of the lunar new year, but there was a customer who had to produce a batch of goods for him. On the twenty-sixth day of the new year, we hurried an all-nighter and gave it to him. Our financial crisis in 2008 also relied on this customer to get through, and we earned at least one million a year. Therefore, there are some very subtle actions of some guests, which often determine the future direction of the company. This is a decision for our small and medium-sized companies, but maybe you make a little mistake and lose the most important guests in your life. . This is something that has been bitter and gratifying to me over the past ten years.

Four measures to continuously improve the company's competitiveness

The first is that the entire company needs to be trained from the boss to the grassroots level. A one-year training plan has been formulated. The training is multi-faceted and adapts to the environment and customer requirements. , with training institutions.

Second point, research all emails from Taiwan and Hong Kong guests. We still have to learn from them. The promotion of new products they send, including the format of the email, is worth learning from. Why does Hong Kong have no production base, but he still grasps the orders of high-quality customers? I have some Hong Kong customers, and I look at all their emails, and their response rates, especially the introduction of new products, are really detailed. Colleagues really need to study hard. I am doing one thing now, asking all businesses to study this thing, why are they so detailed in the emails, and the documents are so OK, including the format that makes people look like they are very good foreign trade companies and very good manufacturing companies.

The third point, if you have something new on hand, I suggest a strong boss, you can fly over to have a face-to-face talk with the A-class guests you want, and it is better to see each other by email. When you meet, others will see your sincerity. If you talk to him face-to-face, you will be clear about the sincerity of his body language, including whether there is an order in the future. will make an order.

My first decade was a slightly successful decade, but I hope that the next decade can continue this pace. I hope my life will go to a higher level. This is our plan. In the same sentence, we must have our own ideas and reasons for doing foreign trade. We must have a dream, including if you want to have a house in Guangzhou. Once you have this idea, you will do it day and night, and work overtime every day, not to mention working overtime for the boss. No, they are all working overtime for themselves for the next ten years.

Desperately suggest to the boss to promote. If there is no promotion, don't follow him. Your efforts will not get customers, at least the boss must be able to promote. With a net worth of 200,000 yuan back then, I invested 80,000 yuan for advertising, which is not something that ordinary bosses dare to do. I want to tell you that it is necessary to adapt to the environment and adapt to the boss, but also to strengthen the boss and train the boss, because you are a group, not fighting alone, it is useless if you are exhausted.

The fourth point is to have ideas to improve life, to be motivated, and to be innovative.