Ling Tao: How can foreign trade enterprises integrate resources and win the future?

Ling Tao, Chairman of Jiangsu Austin Optoelectronics Technology Co., Ltd., worked in Panda Electronics and Sharp Electronics after graduating from a bachelor's degree in 1989, and then studied at Southeast University and received an MBA degree. Engaged in optoelectronic technology research and development, production and sales for more than 20 years, has presided over large-scale cooperation projects in South America and Southeast Asia, has more than ten years of senior management work experience, understands technology, is good at management, and has high technical attainments in the industry And rich practical experience, is a multi-faceted talent.

Today, the industry of display manufacturing is already a red sea. Established in 2010, Jiangsu Austin Optoelectronics Technology Co., Ltd. was able to make a breakthrough from here, and its annual sales remained at the level of more than 200 million. What is the secret of its operation?

At the Nanjing Station of the CEConline Outsmart Future Export Series Forum, Mr. Ling Tao, the chairman of the company, shared his core secret: integrating resources to the representatives of foreign trade enterprises participating in the meeting.

The following is a shorthand based on Mr. Ling Tao's live speech:

Three steps, from salesman to boss

I have three stages myself , The first stage is to be a foreign trade salesman. From 1990 to 2000, I joined a joint venture to work for eight years. Then in 2008, I came out and started my own business, and I worked for almost nine years. Overall, I think one of the keys, resources, are quite important.

Whether you are a salesman, a senior executive of a joint venture, or an enterprise boss, you must combine various resources to maximize the benefits. In the time of salesman, the key is customer resources, because without customers, there is nothing. Therefore, to find ways to get customer resources, this is the key to being a salesman. In other words, if you want to do sales, all you spend is time and resources, and the return is customers. Don't do sales if you want to get off work from 9 to 5.

In the early days, I was a salesperson for a foreign trade company, and later I was a entrepot trader in Los Angeles and South America. I shipped so many goods to the tax declaration warehouse in Los Angeles, and then transferred to Panama for entrepot trade. The purpose is to engage customers. Customers have different needs, and they have to find a way to meet any needs. At this time, the resources invested are their own time and energy.

The second stage is more complicated, because the original trade direction is very wide, and all kinds of electronic products have been made. Christmas gifts are made when Christmas is the busiest time, and TV sets are made when the heat is hottest. TV set. After entering the joint venture, the scope of work was narrowed, and the focus of work was on internal management. Every day, I went out early and returned late, and constantly dealt with problems within the company, the relationship between superiors and subordinates, and the relationship between colleagues. The key point at this time is how to lead the team to fight.

Young people will definitely follow these three steps in the future. First, they will rush to the sales performance and figure out the customer relationship. Then they will lead the team to work hard together. There were 120 people. At that time, I was in charge of the entire domestic sales of Sharp, and I often discussed cooperation plans with Suning and Gome. This process taught me how to maximize human resources.

After I left Sharp in 2008, I started my own business and made products that I am familiar with. At this time, the resources were divided into three parts, one was market resources, and faced many scattered small customers; the second was to establish core competitiveness. In this industry chain, many similar companies in Nanjing are foundry companies, and we have taken a tortuous road from the beginning. It is very difficult to develop and sell by ourselves, but in this process, we have Technology resources, patent resources, and a more complex organizational structure have been condensed.

To start a business, you need to integrate resources

At the beginning of the business, I did not dig the corner of the old company, and everything was done from scratch. I sold 160,000 yuan in the first year, and I sold it three years later. 29 million, then it reached more than 100 million, and then it remained more than 200 million for three consecutive years. The process of starting a business is a process of gathering resources. With customer resources and human resources established, it is very practical and efficient.

In addition, financial resources are also important. When an enterprise develops to a certain threshold and has customer resources, human resources and technical resources, there is another threshold that must be prepared, that is, funds.

Because we all started with personal investment, the start-up capital was only 6 million, and after the shareholding reform, it reached more than 30 million. But to make 200 million plates, the monthly production will be 20 million, and the customer will be 60 million after a little delay. Later, we went through the bank in Nanjing and established financial resources. At present, our asset-liability ratio is well controlled. Loans are easy. My experience is that as long as you have cooperated with the bank, it will be very easy to find him for a loan later. Therefore, even if you are not short of money now, you should do a little loan and establish business credit, and financial resources can be truly established.

Ling Tao said: "Your customers believe that you are the only person to do business with you, so personal credit is also very important. Don't fool customers."

Of course, credit resources are also very important. When doing business, all customers are Recognize people, your customers believe that you are the only person to do business with you, so personal credit is also very important, do not fool customers. Therefore, starting from the salesman, we must establish our own credit resources.

Diversification of promotion channels

We must strive to diversify the channels of foreign trade sales and promotion. This is our exhibition hall in Global Sources, that is the exhibition hall of the Canton Fair, and CES in the United States. Booth, exhibition is the main channel for promotion.

Now that the channels have changed, online promotion is also very important. From the statistics of Global Sources, customers are indeed very scattered, so we need to establish a window for screening, so that the time spent will be rewarded.

We can establish sales channels in various ways, but one important point is that business is brought by old customers. We must not say that old customers are lost for new customers, and time is not enough. When the time comes, it is better to do a good job of the old customers, because the cost of acquiring new customers is higher.

Everyone must have a small goal

When I was a salesperson, my monthly salary was 52 yuan. At that time, I thought when my income could reach 1,000 yuan. After this goal is achieved, I want to get the house first. This is the economic goal, and there is a goal at every step to focus on doing good things.

Although times have changed, each of us should plan the overall planning of our own life. I think it is still necessary to base itself on the industry and have its own main product line. After the scale increases, it will have a great advantage, and the sales target is also constantly improving.

Make good use of the surrounding resources and move up a level in three years. If you feel like you're going to the next level every three or five years, you should have satisfactory results.

Jiangsu Austin Optoelectronics Technology Co., Ltd. is a high-tech enterprise integrating scientific research, design, production, maintenance and sales. Listed on the New Third Board in 2015.

Organize/Ye Sa