Shenzhen Wisdom Sharing: How to get out of the product homogenization mud pit?

In the environment of full market competition, foreign trade enterprises are also faced with many challenges and competitions, among which product homogeneity competition is a pit that cannot be avoided. In the wisdom sharing session of Shenzhen Zhisheng Future Export Forum, representatives from successful companies in the consumer electronics industry shared their different ways to deal with homogeneous competition.

Li Xi, Director of Foreign Trade of Shenzhen Saiweiliansi Electronics Co., Ltd.: Our company is a small enterprise. As a small branch in the security industry, it does face strong competitors in the market.

Before 2014, we didn't know what would sell well, so we just followed the mainstream of the market. We sold whatever everyone was doing. At that time, there was no profit, just the amount. After 2014, I feel that we should make some adjustments to the market direction and product development direction, adopt smart home products, and achieve differentiated competition.

In the wisdom sharing session of Shenzhen Zhisheng Future Export Forum, representatives from successful companies in the consumer electronics industry
Share their different ways to deal with homogenization competition.

Our initial advantage is the specially made manuals, which are constantly improved in the differentiation of products. For example, the mirror surface of the product is very easy to spend. During the research and development, it is covered with a protective film of the driving recorder. Continuously improve the product for the end-user experience. When we went to the exhibition in Germany, we found that Germans have an electronic product that displays the indoor and outdoor temperature and humidity. We also developed this product, which sold very well locally and later in the United States. Therefore, it is necessary to broaden the horizons to go out, understand foreign cultures and lifestyles, and differentiate products, which will naturally win the market.

Xu Mingxin, head of the B2B business department of Shenzhen Global.Com E-Commerce Co., Ltd.: To deal with product homogeneity, micro-innovation of products must be done. The key point is to apply for appearance patents and brand patents after product innovation. Brand patents are not limited to domestic brands in China. It is best to cover all aspects in Asia, Europe, America, and even South America. In fact, the cost of this aspect is not limited. Not high, and the Shenzhen Municipal Government provides subsidies to support intellectual property rights, especially trademark registration. Everyone can leverage each other to make this thing happen. This is the big level.

The second aspect is the sales level. You have this product, and I also have this product. How can I get this order? The first point is MOQ. You need a minimum order of 100. I can order only one. Customers will definitely find us. The business model of B2B must change. Take one of our sales teams as an example. Our B2B business team launched this platform on May 27 last year. So far, we have accepted more than 1,000 orders, many of which are composed of different SKUs. There are many small and medium-sized B2B customer groups as support, you can think of a way in MOQ.

Many suppliers have a common problem at present. The common problem is that the products do not have specifications, and even if they do, they are very unprofessional. On the other hand, the English manuals of many products are only made by online translation tools. If the translation is not in place, you should spend money to find a professional to translate it, so that things can be refined and meticulous.

Also, even if it is a homogeneous product, the product pictures I provide to customers are completely different from yours. There are high-definition large pictures and detailed small pictures, and even send product use videos to customers. . Does the client choose you or me? If I do better in service, customers will undoubtedly come to us.

Liu Haibing, Director of Overseas Marketing, Shenzhen Ruide Electronic Industry Co., Ltd.: In fact, homogenization is inevitable, in any era, in any country, if 13 suppliers grab one customer , everyone will be homogenized.

In fact, product homogeneity is only partial homogeneity, such as functional homogeneity and shape homogeneity, but what customers want, such as chargers, are they buying chargers or charging functions? As a big B2B customer we serve, the same is true. On the surface, he buys a charger product, but in fact, there are many services hidden behind it, including technical services and business services. Even if the products are exactly the same, how can we differentiate provide services? Even homogeneous products can have differentiated sales.

A case study of how we won a major customer from 13 competitors. Because business is always inseparable from competition, we strive to look at the problem from the customer's point of view. As a salesperson, how do you convert the customer's needs into something that he recognizes? This conversion rate varies from person to company. The customer asked us to provide a sample of the product developed by the technical staff of Motorola and Nokia within one month. First of all, at least half of the 13 suppliers could not understand the product requirements because it was too complicated. The test report is almost 10G, which can only be transmitted through the cloud disk, and the email can't do it at all, which has defeated many competitors. Then the customer put forward a lot of harsh requirements, and many front-line sales staff can't make up their minds. When conveying these opinions to the boss, the boss will first doubt whether there is a problem with the request, which will kill the enthusiasm of the sales staff and cannot be implemented. go down.

What we can do is to provide customers with an overall solution in strict accordance with the requirements of customers. From project planning to product design, it is a series of relatively complex tasks. This requires a lot of technical skills, and it is only possible to win the opponent if you have to grasp the proportions.

Zhang Mu, General Manager of Consumer Electronics Sales, Global Sources: I will make a brief summary, which I just shared. First, in the face of homogeneity, we should adopt differentiated services. Detail or quality. The second is differentiated operation. Just now, Mr. Xu talked about the adjustment of MOQ. This differentiated operation can help everyone. Third, differentiated promotion is also a very good way, whether it is in the B2B channel or the B2C channel, it is a good way.