Senior suppliers share: how do we do in the information age?

The advantage of low price made in China is gradually lost. How will Chinese suppliers seek survival and development? How to formulate effective promotion strategies? How to make the order profitable, where is the future development direction of export enterprises? Mr. Li Xinwei, general manager of Feng Leisure Home Products Co., Ltd., gave a keynote speech at the Hangzhou Station of "Zhisheng Future Export Series Forum", sharing his insights on how to deal with changes in foreign trade.

Mr. Li has more than ten years of experience in the foreign trade industry. The general manager of Anji Oufeng Leisure Home Products Co., Ltd. has been engaged in foreign trade business in Europe, America, Southeast Asia and other markets all the year round, especially understanding the import and export markets of Europe and the United States.

Anji Oufeng Leisure Home Products was established in 2006, specializing in massage products, bars Chairs, office chairs and other furniture products are exported, and the products are all over the world. At present, the large customers that the company cooperates with are mainly from Europe and the United States, including Carrefour, Sears, Auchan, ALDI, etc.

European style products have passed CE, SGS, TUV , Intertek and other international certifications, the company has passed ISO9001: 2008, BV certification.

Exporters face huge challenges

Li Xinwei: Today I want to share with you a theme "survival exploration in the era of smart economy". It's a bit scary, I said it was called survival exploration. That’s true. My own experience is like this. I don’t know how everyone is doing.

At this time, I really need to calm down and think about what to do. Thank you very much Mr. Pei Kewei. I pirated two paragraphs of your PPT. A foreigner knows China well enough.

What are the challenges currently facing, pick the most important points, such as RMB appreciation, raw material price rise, labor shortage, low-cost countries, just mentioned, just now Store Twenty One purchases What the manager introduced has started to purchase from Myanmar, not to mention Vietnam. Vietnam has been for many years, and now it is Bangladesh. These are becoming China's competitors. What should we do.

Changes in buyer behavior: single Small, high frequency

I felt very impressed just now. Mr. Pei Kewei introduced one. In addition to the competitive pressure just now, there is also a little change in buyers. In addition to their own internal problems, the second external The environment has also changed. What kind of change is that? It turns out that everyone can just wait for a big order. I have a deep impression. Often the order given by customers is large and simple. For example, a black, even blue No need, you just need to be shady, because supermarkets just think shady is simple and easy to sell.

Like working with Carrefour, the first time an order was placed, it scared us at the time, because it is a small business, The first order came down with almost 20 counters for folding massage chairs. Don't know where it sold. Really I doubt it, I'm not even willing to sell it Give it, because I think it is responsible to sell it, because he needs a three-month letter of credit to settle the bill, I said if you can't sell it, will you return it, I'm worried.

But this year I found a phenomenon, the order came again this year, because he recognized us very much and thought we were a great company. Although it was a small grass-roots business, he really felt that he trusted me. This year's order came again, and we are very happy. At first glance, it was much less than last year. At first glance, 2,000 plus one 2,000 totaled 4,000. As a result, our sales manager said, did you read it wrong, it seems not, Let me see it again, how much is it when I see it? 28 plus 28 in two shipments. One this year and one next year, Carrefour is such a big company. It's really like what Mr. Pei Kewei said, it's really like this, because my experience is really like this, and now it comes from the so-called orders on the Internet. The inquiries are quite interesting. If so, it probably wasn't like this before.

The changes in the market situation are irreversible - the advantage of low prices is no longer

We are wondering what is going on, what happened, are we still going down this road, is there an end, China's low cost Can our advantages come back? We are now more and more open and have more and more competitive advantages. Countries like Myanmar have competitive strength and are there opportunities for competition?

I think everyone's answer is probably the same as I am the same. My answer is NO, unless our worker is now 5,000 a month, and if you ask him to take 2,000, he won't do it. The workers in my workshop, because I know that the wages were paid two days ago, many of us get More than 5,000, I think impossible. In this way, the raw material resources in China are very scarce. A large amount depends on imports, and it is usually said that the renminbi is rising. Buyers' purchasing behavior will not be reversed.

Since the inner can't solve it, what about the outer? Will the customer give us a large order? Is it that the Canton Fair did not work well this time, and the next time it will be better, because I just came back from the Canton Fair as a buyer, and then I found that the people in line were very strange, Why are they all Chinese? I haven't seen a few foreigners. It seems that the foreigners are unwilling to pay for the travel expenses. Let the Chinese help him and he will be pulled down, that is, let the Chinese procurement representative take care of him.

Will these conditions be reversed? The conclusion is also NO, even if there is a reversal estimate, it is temporary. why? I am not an authoritative person, nor a research expert or scholar. I am just a grass-roots enterprise and a grass-roots small boss. From what I feel in practice, this society has really changed. It is impossible for you to go back to the past. Going back to the original river, China's social structure has reached a time of qualitative change.

The era of personalization is coming

In addition, the social form of the world has also changed. Why? As early as 1984, when I was a freshman in college, that was 29 years ago, my teacher, those Chinese who came back from abroad, told us, "The next step in the world is the era of personalization, and the smaller the enterprise, the better. , the bigger the company, the harder it is to survive. He also told us about the concept of "flexible" customization. 29 years ago, he told me it was called "flexible customization", and then we thought it was completely a fantasy. Why? People who came from that era here Also, I was 18 years old at the time, and I went to college in a green military uniform. At that time, the Chinese, the Chinese were all wearing green military uniforms and blue clothes. They were all like this. There were only two colors. Then there was no such thing as personalization. Today, I found that it has been realized step by step. It is indeed the case. I really firmly believe that this thing really cannot be returned. What is the cause? What happened? I just said that the cost is rising. Are there many opportunities? Go back in time again.

As for why the age of personalization, think about your father's education level, your education level, your father's income what your income is like, and your children's income, and Future income, and current living conditions, you will understand why people will enter the era of personalization, and now you can surf the Internet anytime and anywhere, and you can see what you want anywhere. At this time, you will not If you can buy green military uniforms, you will understand.

Is there any chance for us to stay in the past, or wait until the customer gives you a style and a color, so that you can do it from the beginning of the year to the end of the year, at least the beginning of the month You don’t need to change it at the end of the month. He only needs to come and sign the bill. Is there still such a chance? I believe there is no such way. I said that the chance to sleep with RMB in my arms is gone. I am I didn't catch up with that era, because I started foreign trade relatively late, but I guess everyone is lucky and will continue to enjoy such a day, I think it is obviously not possible. Looking back, I will see that there are more cattle than our grassroots enterprises. companies, Nokia, Kodak, Motorola. I think it goes without saying, there are too many, we will understand what has happened in the past two years.

Look at what happened to another thing, look at the emergence of Uniqlo, ZARA The emergence of the Internet, the opening of the streets, the opening of such a big store, such a luxurious store, and the opening of such a cheap thing in a luxurious place, we have already understood what happened.

What should we do in the information age? 4P+4C strategy

In such a situation, the conclusion has been drawn, what should we do? How can we enter the legendary information age, the age of knowledge explosion, and the age of smart economy in today's world. In such a world Since the original model of an era has been broken, and since there is no way to go back to the past, what can we do. I was thinking about this question, I turned the book to see if my teacher had taught me, to be honest, I I went to ask for advice everywhere, listened to many lectures, learned and communicated, and then went to the tea room to discuss with everyone in the salon. In fact, I really felt that every time I communicated and learned, I learned a lot.

I didn't study management before. I didn't study marketing, but I was fortunate enough to read these books on management and marketing. When I read it from the beginning again today, I really admired it. In fact, the teacher has already given us a lot of answers. At that time, I went to learn the four Ps, then the four Cs in the back, and then the four Rs in the back. How about everything, from 50 years to 100 years, is there an answer? I can review it again, the four Ps I think I thought I had to talk about a lot of these things, but later I found out that I didn’t think it was necessary, everyone was really good. Don't talk about these things, the four Ps of product, price, channel and promotion. In one sentence, my understanding is that you need to sell a suitable product, at a suitable price, in a suitable place, and in a suitable way to the right person. These four Ps cannot cover marketing. In all aspects, it can't adapt to our development, so the teachers will study and summarize the four C's. Of course, there will be newer and trendy theories later, which I think are very good.

Four C's make a comment and share with a little practice today. I won’t expand on it much, I believe there are also online and bookstores. Go and see what Baidu has. It includes customer, cost, convenience and communication developed on the basis of the four Ps.

Share how we understand the concept of the customer first C. That is to say, in the past, when we were in a P, we made the product. Whether you want it or not, it is over by selling the product and recovering the money by various methods or even cheating. Now it is time for the four C stages. It's not the same anymore. What I really think about is not about myself, not for myself or for myself, but for others and customers. First of all, if this product is not suitable for you, you have to buy it. Sorry, when I learned that I am more professional than you, if I learned that this product is not suitable for you, I will not give it to you. It may be the four Cs I understand. What I want to give is to the customer. Want, will do everything possible to develop what customers need.

The following is an example of what customers want. Just now I know that ZARA knows what customers want, what I want, and what everyone wants, so they opened a huge store, which sells all kinds of and sell it at a very fast speed, which means that the world is going to be varied. For example, everyone in Anji is a householder. To produce a chair is a black one, and then do it from there. At the other end, a production line was very long, and customers placed orders in the same way, but this year, things started to change, and customers also thought, what should I do when Carrefour will place 28 chairs, and how can I adapt to him.

This is Angiou's workshop. It used to be the same. It only made two colors. The whole workshop only made two colors. It's different now. In fact, it is quite proud to say that it is cleaner than many factories, but the workshop is the workshop. I can't see clearly, but I can tell that it used to be a production line, but now it is person-to-person, gun nails and assembly, and before one production line is finished and pulled to the next production line. Now we only need one step away, that is to say, when the goods arrive at my post, I will finish them, and then put them in front of me, the next worker will take them, and then put them again, and then they will go there for inspection, and they will be packed directly after the inspection. Once you're done loading the cabinet, it's that simple. It seems that this change is a small change, it is exactly what was learned 29 years ago, it is precisely the concept of flexible customization.

Then we made this little attempt, which is in line with another management concept called process reengineering. We didn't understand anything, so we just did it. After doing it, we felt that even the electricity bill was saved, the workers didn't have to run around, he didn't complain, and he didn't feel that his company was wasting everything and all the time. wasted in unnecessary places. I don't think my salary is low, so why do I get a salary of more than 5,000 yuan. It turned out that it only took more than 3,000 yuan, it was as simple as that, what happened. Shortened the chain of work, the chain of collaboration. It really meets the needs of many aspects, one of which is flexible customization. Two people can be a group.

I read a book 20 years ago about Sweden's ABB company. It is a two-person team. A two-person team can be considered a company, even if it is a minimum composite unit. Today, people like Haier are also learning, and we know people like Inamori Kyocera founded by Kazuo is a very remarkable company. He used the concept of AMIBA (sound), that is, two people are a small company. A company with 20,000 people is actually composed of more than 10,000 companies. Concept, this is a collaborative group, and the relationship between the two of them is the relationship between quality and output value. The two of them can make one type of bed, and the other group can make another type of bed to see if this is the case.

Because of this change of concept, we actually meet the diverse needs of customers. Our products are much more dazzling than ordinary factories. We are known as the No.1 in the world. Why? It's not that the factory is bigger than others, we make more money than others, no. I would say that the company that can best meet customer needs and provide the most choices is just one massage bed. In Global Sources, it claims to be able to provide 120 types of beds. I believe there is no second company in the world that can do this. , so we have our way of survival.

In fact, we are not selling products, but solutions. We are no longer a hardware supplier working hard as before, we are a service provider, and we are a solution for customers The expert, as the teacher mentioned just now, is its partner, and becomes a back-to-back intimate partner of the customer, so that the customer really recognizes you, and he will not run away casually. This is what we understand.

Countermeasure 2: Provide customers with the greatest convenience

Let's share another convenience. Convenience is CONVENIENCE. Convenience, you have to do everything possible to provide convenience to your customers, so that your ultimate customer can get interest, and then your goods will rotate, that's not the same.

We have also made some attempts. Unlike ordinary Chinese companies, we are an overseas company, so we have a convenient condition. We originally bought it in China, and then sold it abroad. During this process, a small worldwide network was developed. The factories behind it actually have no close relationship with it, but one day we found out why we didn't open the warehouse door and put the goods from our own factories in it. I even put my friends' goods in, so I used the original network to set up a company called Yida Tianxia. Our slogan is "Go overseas, make more money". So far, four English-speaking countries have been used, and the four largest English-speaking countries are all setting up branches. At present, everyone looks at the network, such as Melbourne and Brisbane in Australia, and Dallas and Los Angeles in the United States. Of course, our backstage It is through the computer that you can see your entire overseas sales and shipments. What can it bring me?

I'll take Bluesdon as an example. They have more than 100 people in Shenzhen. Then he called. The girl couldn't explain clearly. She told me if you could ship it directly to me in the US. How could you make such a request, I said did you hear something, know that we have a warehouse over there or something, I don't understand, because what we are doing is FOB, or at most CIF, but How can there be customers who ask us to ship locally? In fact, when we can really provide this service, what kind of surprise do you think customers will be? This is what we call convenience.

This is a British website. The massage bed is a massage bed from its own factory. It is sold in the UK under its own brand. It can be seen in the warehouse and can be bought locally. Such convenience and premium space can be imagined, which is completely different from your own FOB delivery.

Let me share a concept about CSTM (sound), and also talk about Bluesdon (sound), we are selling massage beds to him, and after entering, we find a lot of electronic products in it, such as blood pressure monitors, electronic scales, etc. I found that you need to help you, I want to help you, this electronic scale is a dead guy, you can only weigh the weight, but what kind of electronic scale is ours? Our electronic scale is directly connected to IPAD, iphone, Samsung or even tablet, and then all your data can be recorded without record, and then uploaded to the cloud, we have a background, the background of the cloud, an APP, and then If you come again like this, we will analyze you, and your health status will be analyzed for you. Then it developed. I think Mr. Pei knows this thing best. In the Chinese people, he might think that this thing is just a scale, but in the United States, as far as I know, it is different. This scale is very important and useful, and there will be a lot of Statistical data comes out. For example, the American health certificate has this kind of association. You can check this information. In the past, you used a big book to check your health status. Now it is different. Now you stand on the top. Record every day, will go to the mobile phone, and track your changes every day, especially if you are a pregnant woman, you know how much the expectant mother cares about the growth of her baby, and the changes in weight of a child after birth are closely related to his health. , after such a thing is launched, it is completely different, and the help to customers is also different. There is one more important point. The profit you want is not only this, but also others want to copy you want to imitate When you surpass you and want to beat you with a price war, he can't beat you, why? Because you have a strong backend, an APP backend, he can't do it in the cloud, like our Anji's side is the physical work of shooting guns and skinning, he can't do this, this is the difference. Also recommended to him by Bluesdon and he was very interested, including our massage table, which is the one on the Bluesdon website.

At that time, Mr. Chen was honored to be below. When Mr. Pei was speaking, I knew him, and he would definitely invite me to his company. Why did he think about us? He said that I found that you are different, if a simple supplier, he would tell me what price to sell to me, he said that I found that you are different, you can provide so much development support, I want What can you give me, sell it under my brand name, he used to sell the largest Marster brand in the United States, he said it's different now, I asked you and he said I was too happy, that's all I can get One reason for the respect of Bluesdon's customers.