How do export enterprises switch to domestic sales and make their own brands

In the forum of CEConlines "From Made in China to Brand in China", the keynote speakers and specially invited representatives of outstanding companies further discussed issues such as successful brands made in China. All the guests also actively Questions to the special guests, after more than an hour of lively discussion, the audience and the guests who participated in the discussion exchanged their views with each other and gained a lot.

Guests participating in the on-site interactive discussion:

Mr. Wei Gang, General Manager of Overseas Marketing Department of Xiamen Mengfali Technology Group Co., Ltd.;

Mr. Lin Yunsheng, Deputy General Manager of Yao Ming Ribbon Jewelry Co., Ltd.;

Buyers Representative, Decathlon Product Development Director, Ms. Feng Huanhuan;

Supplier Representative, Mr. Liu Xiaofan, Director of Brand Management Center of Red Group;

Mr. Li Guangdou, Brand Strategy Expert;

Global Sources Corporate Affairs President Jane "CEConline" Publishing Mr. Pike is Mr.

Peikewei: For the perennial brand development plan. I wonder if Mr. Wei and Mr. Li have any suggestions?

Wei Gang: Because I think the theme of today's meeting is from Made in China to Chinese brands. There are many business owners and leaders here. Mr. Li is also here today. I want to ask a question. the problem we are facing.

For our enterprise, there are several design teams and hundreds of R&D personnel working on product design. In the early stage of enterprise development, it can be said that we have done a good job. Then if you do domestic sales again, and do China's own brand, this may involve a prominent problem. Most of the company's people are from export sales, and domestic sales may face problems. Will there be conflicts between domestic and foreign sales? How did the brand start from scratch in such a process? I would like to ask Mr. Li, you are serving these enterprises, have you encountered the problem I just mentioned?

Li Guangdou: The earliest Chinese enterprises are three to one supplement, because there is no domestic market in China, and after the reform and opening up, they help others to do it, so your transformation is now nine to one. When is the state of your business survival better? That is, 70% is the domestic market and 30% is the foreign market. At this time, you will live better. How to make your company smart, you talked for a long time, I think Yao Ming's ribbon is stronger than your brand awareness, he repeatedly talked about his own brand, we have been on the same stage for a long time, I still don't know the name of your corporate brand.

Wei Gang: This is our domestic brand. We have three brands, one is a high-end gold medal, another is called Easy Companion, and the other is a smart sofa.

Li Guangdou: Let me give you a corroboration. First of all, you must make judgments based on the market. Americans like sports very much, and so do Chinese people, but Chinese people like passive exercise, that is, their muscles need to be active, and they are very tiring, so they need others to help you exercise, so China has the largest massage (massage). ) market.

When people renovated, they had to make a bar and wine cabinet at home, but men still felt that Drinking outside is not the same as drinking at home, so the French were the first to install a bar at home. Because French men thought that too many people were drinking outside, the coffee business on the left bank of the Seine in France was completely lost at that time. Later, they found Zola. He wrote a book called Bistro. He made a slogan. He said that if you drink, you should go to a bar. There are good wine and bad women. This is the most influential one in the world. Powerful advertising.

Anyway, let me tell you this again, that is, you must know that you are producing the most high-end massage chairs, even Clinton installed this massage chair on his special plane, this is the story. In the United States, I see that many middle-class families have massage chairs. What about the massage chair and the sofa? It has a lot of functional sofas, all kinds of things, so to do it in the domestic market, you have to have brand awareness, and Americans are very good at telling stories.

We thought that a long, long time ago, there was a ship like the Mayflower, which opened up the United States, and saw the Statue of Liberty at a glance. So there are a lot of stories in it. I can't remember the name of your massage chair. A brand should have a good name.

When Coca-Cola first entered China, it was translated into tadpoles and spicy, but no one bought them; Mercedes-Benz was the first to enter China called Bendie, who bought it? ! So I think it's a good name for it. You must care about your competitors, and only if you care about you can you do well.

Pei Kewei: I agree that a brand is a story, but I also don't think your perspective is needed. Your story is also a good story, the best brand in Asia, and this is your story too. Because time is tight, but we should leave some space for the audience, so if you want to ask our speakers, you can raise your hand.

Question: We are Hualin Electronics Co., Ltd., a computer controller for home appliances. Our customers are also Fortune 500 companies in the world, as well as some European and American companies. My question is about this intermediate link. products, building your own brand?

Li Guangdou: I think your product is called a middleware product by foreigners. Many companies think that I am a middleware brand and not a brand. This is the mentality of an unknown hero. The lurkers all died horribly in the end.

The biggest middleware product is Intel. Intel was very successful at the time. He told you that when you were on the terminal, you marked Intel Insett, and I would share the advertising fee for you. So we now buy a computer and ask if it is from Intel. You may be making home appliance controls for Electrolux. When the Electrolux market shrinks, you will also shrink, so not only do you want it to use me, but also others. This is how to make middleware products. Become a product, make a brand, so that you have the right to speak.

What is the standard for measuring a famous brand? Everyone in the industry knows that I am not a famous brand. It is a brand that does not need your consumers to know it. It is difficult to say that it is not difficult, and it is not difficult to say that it is not difficult. You are also a brick burning factory in Quanzhou. Advertising, he became the first brand of brick machine, but China still has a lot of market. That is to say, brand, whether you are B2B or B2C, anything has the opportunity to be a brand.

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