How to achieve a breakthrough from 0 to 1 when expanding overseas markets?

Question 1: How to achieve a breakthrough from 0 to 1 when expanding overseas markets?

Q: As a new foreign trade enterprise, I would like to know what are the key tasks or steps in the first year to achieve a breakthrough from 0 to 1 in expanding the market outside the city?

Liu Haibing: Our company belongs to Fujian Shida Group. Its products are mobile phone identifiers and batteries, with annual sales of about 1 billion RMB. The key step for us to expand overseas market is to first set up a new department, recruit a few salesmen to form a team, and then participate in the Hong Kong exhibition of Global Sources and start to expand overseas business.

We make products with higher integration, which involve a wide range of knowledge, and sales staff should reserve more professional knowledge. Sales staff must not only pay attention to the needs of customers and grasp the needs of customers, but also must do their best to lead customers’ needs when making products, rather than waiting for feedback when customers are dissatisfied or even complaining.

Last year, there was a project with an operator like China Mobile abroad. There were 13 companies competing. We helped customers solve many problems from product ID design, specification definition, samples and even custom chips. . The scale of our company ranks high in China, so after inviting customers to visit the factory, they are very assured of the product quality and management system, and the cost performance can also meet their requirements. Finally, we are the first company to obtain batch certification and supplier of the order. Having won the commanding heights of the industry, we have gained influence in the local market and more and more orders have been placed.

The same is true for small and medium-sized enterprises. To give customers a trustworthy impression and present your value to customers, there are many skills and methods in the marketing process, but the essential things cannot be lost. If the product is done well and the people are done well, the business will naturally accumulate slowly.

Zhang Jiaxuan: From a policy perspective, the state has a lot of support for foreign trade companies to expand into the international market. In addition to export tax rebates, they can also get government policy subsidies in many ways. For example, the booth fee for participating in overseas exhibitions can be subsidized up to 50%, and the design and construction costs of exhibition booths are also subsidized accordingly. If an enterprise establishes an enterprise or branch overseas, it can also apply for subsidies for the construction of an international marketing network and channels.

In terms of intellectual property protection, enterprises can also get special subsidies for trademarks and patents. For example, if a Shenzhen enterprise obtains an overseas invention patent, the government can grant 2~2 to each patent according to the country and region. 40,000 yuan in funding. In terms of export credit insurance, 50% of the premiums paid are supported.

The financial support in these aspects is not conflicting, and any enterprise can apply for it, regardless of its size. Even start-ups need to know what subsidies are provided by national policies. For example, Shenzhen’s special funds for small, medium and micro enterprises include subsidies for informatization, medium, small and micro cultivation, market development and other aspects, which can provide practical and effective help to enterprises.

Xu Mingxin: As a cross-border e-commerce company, Global.Com conducts data analysis through feedback from various B2C platforms and finds that the e-commerce platform hopes to carry out in-depth cooperation with factories with branded products, so as to achieve the goal of The quality, delivery time and after-sale aspects of the products are well guaranteed. As a very strong B2C platform in Europe and the United States, Amazon currently requires new Chinese suppliers to have their own brands and official websites in order to provide greater support in terms of resources.

Many foreign B2B customers who do OEM and ODM prefer to cooperate with suppliers with their own brands. It is suggested that new foreign trade enterprises should walk on two legs when developing overseas markets. On the one hand, they continue to receive OEM and ODM orders, and on the other hand, they cooperate in depth with cross-border e-commerce companies to launch their own brands. On the cross-border e-commerce platform, Your exposure has increased, and then your own company has re-upgraded and re-promoted branding through offline channels or other media channels. The two aspects complement each other, and the shaping of your branded product will produce a great promotion.

Question 2: How should I transform as an overseas sales director from a purchasing background?

Q: I was an engineer before, and then I was a long-term purchaser. Currently, I am in charge of foreign trade sales and B2B platform marketing. I want to know how can I make a successful transition to sales? How should the team be led?

Liu Haibing: I joined the company in 2004. I have been doing research and development for 9 years, purchasing for 2 years, and sales for more than 2 years. Have confidence. When I first took over the overseas business, I started from scratch, and the most difficult thing was the first order. Many customers do not know if they have an order for you when they first come into contact with them, and whether they can win this project is a test of their endurance and perseverance.

The most important thing for a salesperson is inner persistence. If a salesperson has no performance, it will be difficult to do things, and if he has to participate in the exhibition without performance, the finance will be disappointed; if he is always proofing and there are not many orders, the R&D personnel will be unhappy. At this time, you not only need inner persistence, but you also need to have some communication skills, and even use a lot of friends. My business can be done without the selfless help of many friends. As long as you make a part of the performance, and slowly grow, you will become more and more confident.

Our overseas sales this year can bring 150 million RMB in sales to the company. After two years of laying the groundwork, we have done relatively well in the two markets of India and Europe. We feel relatively relaxed when contacting large foreign operators. I think that as long as the products are done well, it is still very easy to do business.

Xu Mingxin: When you were purchasing before, you can use purchasing thinking to review the requirements of customers, which can help you better understand customers. Regarding the formation of the team, the first thing to do is to choose the right people. The second is to set a good direction. Third, set goals well, high goals can drive them forward, high goals can lead to high performance output, high goals can make your subordinates earn more, and they will be willing to follow you. Fourth, you must fully trust the goals you set, including the team you lead, and persevere to achieve this goal. No matter what difficulties lie ahead, you must be quick and not broken. The faster you act, the better you can seize the opportunity.

Note: The content of this question and answer comes from the Shenzhen Station of the CEConline "Outsmart the Future Export Forum".