How to win orders: be more professional than customers

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? Shanghai Dragon Ms. Zheng Ping, President of Nuo Industrial Co., Ltd., gave a keynote speech at the Shanghai Station of "Zhisheng Future Export Series Forum", and shared her insights on coping with changes in foreign trade.

Shanghai Longnuo Industrial Co., Ltd. was established in 2001. It is a manufacturing and export-oriented enterprise of gloves, scarves, hats and other accessories, which integrates production and marketing. It has invested in two production plants, and cooperates and manages more than 50 professional accessories production plants, with an average annual export of more than 4 million products. .It is famous for its excellent quality, good service and strong design ability.

Zheng Ping: We are a traditional industry, the first exporter of hats and scarves. Our company has been in business for 13 years. Our biggest advantage is R&D and design. We have hired a Spanish design consultant to do it, which is our strongest ability; the second is the ability to understand customers, that is to say, each customer is different, and for each customer, we need to understand his positioning and style, What kind of team to match with him, from the beginning to a small supplier, and gradually grow into the largest supplier at his core, I think we need to spend a lot of time on understanding suppliers and organizing our own internal In terms of team, this is more important.

For example, we have four departments, and each department sets its own goal to increase by 10% to 15%. How can we achieve a 10% to 15% increase in each department? It's very simple. You have 20 guests. What kind of categories do each of your guests do? We make the first set of hats and scarves. This guest may only make the first set. What is the style of his hat and scarf, you need to study, We need to analyze how to become the largest supplier for each customer.

We have seven people in the product R&D department, providing different styles to recommend for different customers. Therefore, in the first year, you may only do We made five models, made ten models in the second year, and became the largest supplier in the third year. Each of our customers is analyzed. In addition, we have also established five business departments, which are the French office, the French office. The first year of investment is relatively small, the second year is this year, bringing in nearly 20 million sales, so the entire company is 30%. The target setting is very clear, maybe 20 customers, not necessarily It may not increase too much in one department a year. We cannot develop unlimited customers, and there are also small customers to fall. So I think analyzing customers, how to be a core supplier among customers, this is It is very important.

As for other things, I think the general supplier will mention the control of production and delivery, which I think must be done as an exporter. Therefore, it is necessary to have its own characteristics. .Let customers feel that you provide a complete set of services. You can see a variety of different brands, purchases, and designs on your side. He can end at your stop.

Two years ago We start to transform , we have our own brand, and we have independent another company that specializes in our own brand, and we are doing both direct retail and wholesale. This brand is in the growth stage and has only made more than 10 million at present, but the development trend is relatively good.

We have our own competitiveness, mainly from the understanding of products. Our industry is changing with each passing day. What we do is to have a better understanding of materials and processes, give him the best ideas, and let him understand you What the company does for him, I think this is very important. That is to say, we are constantly following the requirements of our guests to improve our entire team.

Of course, the first is the product. Your product should attract him. Second, in the process of introducing the product, there will be a lot of professional things involved, including the company you will introduce, your capabilities, and your modifications, such as me I like this style, how can I change it. While selling products, he actually makes him have confidence in you, and he has awareness of your company, this team, and feels that he is a matching supplier. This concept is constantly strengthened.

When we are marketing, we are selling products, but let him be more aware of your products and your team. To be exact, we are more professional than our guests, they just understand the theme and trend of the brand this season, but the real product itself, we are more professional than them. This is why they choose us.

When it comes to motivators, it's up to him to recognize your corporate culture. This is the first point. In other words, he recognizes this corporate culture. Second, he has development goals on your side, and he can often learn things and give him opportunities. Third, the right salary, the salary must be suitable, I suggest that it must be 20% higher than that of the peers. Because job-hopping is generally 30% higher, you at least make your employees 20% higher than their peers, this is very simple.

About corporate culture, I want to talk about it from two aspects. The first aspect is the company and products. Why do I want to talk about this, because this is the foundation of your development, that is to say, the positioning of the company, like our positioning as a It is the first set of hats and scarves, and China's best supplier of mid-to-high-end products. The setting of this goal is accomplished with the help of employees. My employees don't like to make low-end products, and the products that come out are not available. Our awareness of fashion, we make high-end products, and many girls prefer it.

The second is the company's positioning and product positioning. We make more fashionable products, so the company's positioning makes us more like a fashion brand company than a trader. If people who have been to our company know , our offices are designed and styled, more like advertising agencies and branding companies, including the entire atmosphere. In this regard, employees need to feel what kind of company I am working in. This atmosphere is created by the company and products.

The third is people. In our company, I used to work a lot of overtime. Now we basically don't work overtime. From joining the company, to talking with friends, to getting married and having children, we basically do it in the company. We encourage high-efficiency work, so our management is more humane. In principle, we leave at six o'clock. If it is too late to go home, you can do it yourself. Therefore, we have certain benefits and care for the employees. Miss Liu just said that as long as he has a strong sense of responsibility and understands the guests enough, the efficiency is actually very high, and he does not need to work for a long time.

There are also specific benefits. For example, next week is a manager-level trip. Every five years, he has a welfare trip, and 20,000 can be reimbursed. Including all the managers who work abroad, they travel to Europe every year to visit guests. One is to understand the guests, and it is also a benefit.

Our respect for our employees includes recognition of his value and giving him an environment. For example, our department has eight people, but now there are basically five or six people, and in the future, there will be eight people. As his team grows, his ability and his own salary will definitely increase. So you have to give him a goal, improve him at the same time, tell him how to manage the team. It is very important to treat employees with respect and be like a big family. Now our staff turnover rate is very low, especially at the manager level.