Leather Goods Company Breakout: Finding Unique Selling Points

The international trade environment is not what it used to be. "Made in China" urgently needs to be transformed. How can foreign trade companies create their own development strategies? Global Sources, together with its "CEConline", continues to create a series of "Outsmart the Future" export forums, providing an excellent exchange and learning platform for foreign trade enterprises. Ms. Duan Xiaozhen, Deputy General Manager of Adonis International Co., Ltd., made a wonderful sharing at the Dongguan Station of the forum.

Duan Xiaozhen: Our company set up a factory in mainland China in 1997. We have established a wide range of factories, mainly for OEM production of handbags, leather goods and hardware. Since our company has always insisted on innovation, we are taking an ODM road. Customers come to design drawings, and our company will draw the design drawings into products, so as to cooperate with the enterprise. In the past, many of our products were exported to Japan. During the peak period, more than 80% of the products were exported there. The products covered relatively high-end Japanese electronic products such as Canon and Sony. We have done supporting processing.

Find your own unique selling point

In the financial crisis in 2008, the general environment was not very good. Our company established brand marketing, and produced our own professional products to show to customers. We hope that customers will pay more attention to our design, and It's not just that he is an ODM. We found like-minded customers through exhibitions and online advertisements, and helped these customers achieve good economic benefits. In 2012, Pierre Cardin took a fancy to our design and quality, and our entire service team, so he chose to cooperate with us. At present, we have won its general agent in Asia, and we have its global manufacturing rights.

It is difficult to recruit some high-end talents in the leather goods and handbag processing industries. There is such an opportunity. Our boss is a doctor in Taiwan and teaches industrial engineering. Similar to this water cup, this project needs to be completed. How to design, how to open molds, and the design of some products belong to the subjects he taught, so Taiwan established an Adonis design company to provide product design. He provided us with the design, and we made products and sold them to the outside world. Therefore, we put more emphasis on the culture and expertise of our own company, just as Miss Li said just now, where is our differentiation, where is our selling point, what we sell is our technology, our design, our service, our Quality and credit.

Our company has advantages in design and production, so we can develop our point. But I believe that other companies also have their advantages. For example, the delivery speed is very fast, and the logistics time and the circulation of the capital chain are shortened in a very fast situation. This is also a competitive advantage for others. It can only be said that we can make the best use of local conditions and do different things under different circumstances.

Traditional handicrafts, bags, bags, how to be more fashionable for girls or how to match clothes to look better, and how to hold bags more textured. What we do is more after-sales service. When the quality of this product or any problem occurs after half a year of use, we can help her to update or replace it in time, give her a very considerate service, and make her feel at ease using our products, not only Tasteful and stylish.

Human cost is a difficult point

In terms of human resource management, because it involves labor, people are the most difficult to manage. Our industry is relatively labor-intensive. How to strive for development and stand out in this industry, I quite support what Miss Li said just now Yes, negotiating the price with us is very emotional. I can provide you with better service, but it is not a price reduction. If the price is reduced without this cost, it will be a fatal blow to labor-intensive enterprises. Regarding the order quantity, the information was not as developed as it is now, but now online shopping is very developed, as long as a thing is spread on the Internet, everyone knows it, so the styles in the early years were relatively simple, but now the styles are more diverse, because the exchange of information is becoming more and more The closer it is, the more people are relying on online attention, so there is more need for diversification and multi-style guidance. It can’t be said that the number of customers’ orders is decreasing, but that its products are scattered and scattered into different things. I would say these are the same things every year.

To deal with plagiarism calmly

My philosophy is that it is happy to be plagiarized by others, because it means that people pay attention to your product, and it means that your product is successful in the market, and then people plagiarize you. After plagiarizing us, will he really replace us? He can only plagiarize this time, and he will have to aim again next time. Therefore, we need the team to have continuous product development capabilities. It can’t be a flash in the pan. Today, we just seized the opportunity to develop this product and it’s selling well, but next time it’s too weak to keep up with the product, and customers just don’t have confidence in you. Second, a development-oriented enterprise needs to have its own brand. For example, in addition to introducing Pierre Cardin, we insist on having our own brand, and what kind of taste and quality are the products from our company. Everything in mainland China is copied. When China was poor and white, the United States had a civilization of more than 200 years, and other people's things were more advanced and developed than ours. We in China must have copied them first if we want to make these things. Actually they are more angry than us. We are now an enterprise, and we are also a product research and development enterprise, and we will be angry about this, but why do other people's enterprises endure for so long? No, if our company can continue to operate, continue to develop, and can continue, persistence is victory.