Innovation to win customers

The advantage of low price 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? Guangzhou Min Mr. Shi Ximin, General Manager of Vision Digital Technology Co., Ltd., shared his insights on how to deal with changes in foreign trade at the "Zhisheng Future Export Forum" Dongguan Station.

Mr. Shi graduated from Xi'an Jiaotong University with a master's degree in communication and electronic systems, and founded Guangzhou in 2003. Agile Digital Technology mainly produces vehicle rear-view systems, CCTV security monitoring systems, video processors, single-board cameras, etc. 95% of its products are exported to developed countries such as the United States, Germany, Japan, and the United Kingdom, and has established partnerships with many well-known large enterprises Long-term cooperative relations, such as OSHKOSH Group, one of the world's top 500 companies, JOHNDEERE, the world's largest supplier of agricultural machinery and equipment, and BRIGADE, the largest vehicle rearview seller in the United Kingdom. Authoritative TS16949: 2009 quality management system certification; ERP information system was launched in 2011.

Shi Ximin: Our company was established in 2002, and I was alone. When I was established in 2002, I wanted to do foreign trade. A partner company has forged a bond with Global Sources. Mr. Pei said just now that the entire sales channel is an integrated sales channel.

Our company's main product is the vehicle security system. You know that there are many on the road. The cameras and monitors used on the bus. After 11 years of process, we have changed from the original trade to the technology, industry and trade, that is, research and development and production by ourselves.

So far, the company has more than 300 people, and we have 95% The products of the company are sold to developed countries such as Europe and the United States, accounting for 95% of the total sales. The main customer groups are all the larger global top 500 customers such as Europe and the United States. For engineering and some larger clients in Europe, we use three-dimensional publicity. I have also come into contact with a lot of entrepreneurs, whether they are entrepreneurs or bosses who have achieved a certain scale, some of them may be domestic sales and want to transfer. When it comes to exporting, I personally feel that we must use some platforms to promote it, because the market is the most critical. If we mainly sell domestically, China is relatively backward compared to these developed countries in terms of processing industry and technology.

Why is there an innovation in the development of the enterprise just mentioned? The real innovation must go through the market and contact the products and technologies of developed countries in order to improve the development of the enterprise itself, whether it is the quality of the products or the technical content of the products. .Foreign trade is a very good platform. If you do a good job of this platform, it will improve the management level of the entire enterprise.

Ms. Liu just said that we are also doing this platform, and many people want to quickly In fact, over the years, our company has been doing foreign trade and has cultivated so many customers. The field is one of the best in the world. How can this be done? This is rooted in our focus on quality and innovation from the very beginning of our business.

We have always paid attention to quality. I often say in the company that we should cultivate one-third of our own land and increase sales efforts at the same time. If you combine these two things, you will definitely be able to find the right customer base. None of our current customer groups have done business with us before, and all of our customer groups have never done business with us. Through our development in the past few years, almost all the big buyers in this industry, whether from America or Europe, even the competitors of the big buyers have also found our company and feel that our company is good in terms of quality and innovation.

The experience we have summarized is that as long as the boss or the sales team does a good job seriously and does a good job in the quality of their own products, it is also necessary to strengthen the means and strength of sales, because the current market economy is not the same as before. The worry is deep in the alley. I used to have a saying that "waiting for death is worse than looking for death", the impact of hard work.

Speaking of the changes in buyers' purchasing preferences, the changes have indeed become faster and faster in recent years. Unlike the previous years, when the buyers' orders were very large, a company could work for a year, but now it is impossible matter. The change of buyers is multi-variety and small batch, which is the current trend. In order to cope with this trend, our company has a special sample production line in the production line. If customers want several, we can meet their requirements and meet the requirements of the market.

In general, I don't think it's a one-time thing. We were not a big company in the early days. At the earliest, we contacted the most wanted customers in the vehicle security industry. We only had 20 people when they came to our company. To tell a joke, I borrowed a car at the time. I borrowed a friend's car in the morning, he left at noon, and borrowed a friend's car in the evening. The customer may think that I have two cars, but I actually borrowed it. I dispatched two workers to the R&D area, and two workers were waving the mouse in front of the computer. The graphics were flipped inside the computer. The customer thought it was our R&D personnel. One thing touched this client, he felt that we were sincere and that the workers were smiling. At the time we didn't know he was a big purchasing supplier, but we had a serious talk with him.

I think everyone here has a chance. Why do you say you have a chance? Now buyers have also undergone some changes, because the overall economy is not very good. When buyers purchase, a large number of purchases of our products used to be purchased in South Korea and Taiwan. Now, due to the development of the entire economy, in the past two weeks There is a Japanese customer who said that he used to purchase in Taiwan, but now he wants to transfer to mainland China. This is also an opportunity. It is to see if everyone here can seize this opportunity. Of course, he also made demands on our business. I just mentioned that the enterprise has changed, the labor cost is increasing, and the expenses in all aspects are increasing. This is a positioning problem.

In the middle of the current enterprise development process, there are two ends, one end is high-end, the other end is low-end, the low-end is price competition, and the high-end is to do a good job in quality and innovation. I think we have an opportunity right now in the high-end segment. At present, the cost in Taiwan and South Korea is much higher than ours. Customers want the quality of Chinese enterprises to be the same as theirs. This is an opportunity. If you go high-end and your quality is good, you will replace them and there is room for survival. If you go down the low end, they can find a lot of suppliers and you have no chance. If everyone here goes to the high end, now is an opportunity, and we must seize the current opportunity. If you can't grasp it now, you may miss this opportunity.

You may have done a lot of platforms, I have done a lot of platforms, I have been in contact with a lot of businesses, he said that I did a platform, or I participated in an exhibition, or I did a lot of publicity on the B2B of Global Sources , why no feedback? My experience is that there must be feedback, it's just that you haven't done a good job of the platform. At present, our company is trying to make some distinctive products or distinctive products on the platform. Whether it is for online promotion or exhibition, if you take homogeneous products, you will feel that no one stops in front of my booth. Why are there so few inquiries on my website? Our company is constantly refreshing some new things to attract attention. We used to have some big customers, and we also used some traditional methods to quote him, and he didn't care about you at all in our after-sales service. I believe that everyone here has experience. Why don't we send so many E-mails to our target customers without feedback? In fact, he thinks that he knows your product. He now has an inherent supplier. Once you have a unique function or a unique design, you will contact these customers, and I believe he will give you feedback. So innovation is still the mainstream.