How to transform manufacturing enterprises in the e-commerce era

The advantage of low prices 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 in Shenzhen? Mr. Li Jun, General Manager of Dexing Technology Co., Ltd., shared his insights on how to deal with changes in foreign trade at the Shenzhen Station of "Zhisheng Future Export Series Forum".

Mr. Li Jun studied in the United States in the early days and received an MBA degree. He entered the consumer electronics industry in 2002. , has 12 years of experience in foreign trade export sales and management. After the changes in the foreign trade environment and the transformation of buyer behavior, he is good at conquering the procurement needs of different types of buyers. He has a unique perspective and research on industry development, product market trends and e-commerce.

The company's main business is wireless high-definition solutions and cloud platform, wireless transmission and network connection, USB multi-screen display solutions, USB multi-interface transmission. The products are mainly in the United States, Germany, Britain and other European and American markets and Japan and South Korea markets. The surrounding area radiates to markets such as South America, Southeast Asia, the Middle East, South Africa, etc.

Li Jun: We are a research and development enterprise, and the main products are wireless products. Wireless products are not the WiFi that everyone imagines. We have other Wireless products and wireless applications are what I emphasize, because there are many wireless companies in China, such as the well-known TP-Link. Wireless products are divided into several parts, and the most important thing is wireless applications rather than the structural side. Our company's attention The point is not only in the structure side, but not in the routing products you imagine. The main products we export are still in South America, including Brazil. Of course, the main market is the United States, and the second largest market is Germany.

China Suppliers have been concentrated on the manufacturing side for a long time. With the increase in cost, the materials in all aspects have increased, which has put a lot of pressure on us. How to transform? Our own company's practice, we have increased investment in software, Of course, this transformation cannot be successful in one or two days. I believe everyone has this idea, so our company also uses another method, that is, from overseas, such as the advanced experience of South Korea and Japan, the assets of RMB will appreciate in the future, in fact At this time, it is also a very good practice for us to go out. We are relatively long-term investment, not short-term want to make money. In the past, products were sold point by point, or point by point, or one point, one line, we want to make a face Products. So the biggest driving force for us is innovation.

In the past, our industry used to have a MOQ of 120,000 yuan. Challenges. I personally feel that there are opportunities where there are dangers. In our cooperation with some e-commerce companies, our profitability is relatively high, and the cooperation with e-commerce companies can reach 45%-50%, which is higher than that of traditional companies in the past. There is a big gap. Now many companies are R&D-oriented companies. This is an end-to-end change. There are many changes. We redo the links and systems. For us, when there is danger, it will always be a Opportunity, now our own voice is very strong.

There is a company in Seattle that has cooperated with us from the very beginning. We decided whether to cooperate with them. We do not look at the size of the company, but look at the person. He is an engineer and has a deep understanding of e-commerce. So far this year, their company has grown 7 times to 7 people, and their sales have reached more than 70 million US dollars, which is very impressive for a company of 7 people. We grow with it.

If we pay attention to these details, such as when it comes to marketing, we have made a list of e-commerce companies that can be found on the Internet. We are tracking traditional companies that enter the e-commerce link, including their sales. This is easy to find online, we will actively target "who is who", at least figure out the relationship. Sometimes people often hope that the more inquiries, the better. Forty or fifty inquiries a day are all good. In fact, sometimes it is a matter of quality. This is called data mining, which is to build your own database and let the data be mined, so the results will often be much greater.

This era is different. Seeing the development of e-commerce, they want to reduce costs. At this time, our opportunity has come. Our business form has changed accordingly. Cooperate deeply with us. At this time, chain stores have become our main target, because we know their threshold, and some certifications have blocked many companies, so the profit margin we enjoy is not bad, and after all, it is their own brand. So in this industry, you need to know who is who, and you need to understand this. For example, there are fifty companies in the United States, what they do, and what they need to do because of the impact of e-commerce, you need to understand.