The keys to business success: speed and efficiency

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? Zhongshan City Mr. Deng Yuhua, General Manager of Ma Xun Electric Co., Ltd., shared his insights on how to deal with changes in foreign trade at the "Zhisheng Future Export Series Forum" Zhongshan Station.

Deng Yuhua founded Ma Xun Electric in early 2010. After three years of unremitting efforts, the company is now It has developed into a leader in the industry. In 2012, the sales reached 10 million US dollars.

Deng Yuhua: 11 years ago, in the same place, we shared our activities in Alibaba. After 11 years, I have gone from working to trading. , and now Ma Xun Electric is making power products, the mental journey in the middle is worth sharing, because a person's growth is not in how many wrinkles on his forehead, but in how many ups and downs he has experienced, so my story is still Quite a lot.

Speaking of which, when I set up this company in 2010, I really had no idea what the future of this company would look like. This year I finally figured it out. I came here to avenge Edison.

In the whole process of foreign trade, don’t deviate too much, don’t think about too technical things, because there are only a few truths in the world, people have to live, so when the economic crisis comes, people will not commit suicide, and their purchasing power will still be lost. There. The Chinese labor force is declining, not because our people committed suicide, nor is it possible that so many people are suddenly getting old. If you look at the official data, the young labor force is still being replenished continuously, and it did not reach its peak until 2013. People Where did they go? After the promulgation of the "Labor Law" in 2008, there has been a continuous flow of employees. How can factories find stable employees? In this world, go back to the origin, go back to the most fundamental, and the same is true of foreign trade. Going back to the basic point, how do we human beings need to live in this world? Just such a simple problem can solve a lot of things that you think are very difficult. The tangled question.

I have been in foreign trade for more than 9 years, almost 10 years, and it is considered an old foreign trade. Alibaba said in 2011 that the golden age of foreign trade has passed, but I have never had this idea. Of course, it's not groundless. I just graduated from university and had high ambitions. I wanted to be like the generation of e-commerce and foreign trade people in Taiwan and Hong Kong, who could help them support the responsibility of the entire empire's international trade. Later I found out that I was wrong. After several years of waiting and patience, I know I was wrong. I know I can't do it. But I can be the first in a single market. I think the positioning of foreign trade has settled over time, and the habits of buyers are in every market. The time period changes very quickly.

I talked about "speed" at the lunch meeting today. The speed of the factory now, quoting a word from my friend, is only my friend's personal opinion, including what I am talking about now. , Zhongshan's factory's ability to innovate is not as good as Shenzhen's for the time being, because we can see Get, a new product mold comes out, from production to mass production, a new thing is mass-produced, and it is launched and sold through marketing methods. Shenzhen should be far ahead of Zhongshan.

The bosses of outstanding enterprises and factories in Zhongshan drive them forward in two ways: First, there are more than 70% foreign trade salesmen or domestic salespeople in the factory, who are behind them with whips. In the factory, the boss is faster, the designer is faster, and they are chasing the speed. Why? We feel that the retail market is a big cake that cannot be ignored. Now the changes of buyers and the psychological needs of consumers are changing rapidly, and I demand fast delivery. Some factories even said that I have too many orders and can only deliver one item in 90 days. The buyer asked me, do I only make three orders a year and only ship four batches of goods? I think it's time to fight for speed. With speed, your efficiency will increase, even exponentially. I think that's the biggest challenge and change.

We have our own R&D center, and we design the appearance from plastic to hardware and parts by ourselves. If engineers work overtime, the product can be completely designed in basically 3 days. Our hardware suppliers can't keep up with the speed of proofing. We open a hardware factory and do the hardware part ourselves. Being able to affect my so-called speed, I feel the need to explain a word more is "efficiency" rather than speed. It's no use going too fast. There is an ad, we go too fast for the soul to keep up.

The only problem in China is efficiency, all competitiveness comes from one word is "efficiency". Efficiency comes from two aspects. The competitiveness of a country also comes from two aspects. One is the competitiveness of enterprises, and the second is the competitiveness of governments. The transformation of the two is the efficiency of enterprises and the efficiency of governments.

Anything that affects efficiency will be cut off and we will do it ourselves. We have CRM, ERP, OA. We are on the most complex system of ERP, and the most complex things are taken into account from the beginning. Conversely, it is precisely because of the improvement of the entire system that there will be bargaining power. In fact, the buyer is a negotiation process with you. If I have any cards, if you don't, I will win you. What's more important for us is to do our own system well, and the buyer will not change.

There is a slogan that says "always imitated, never surpassed." The reason it's never surpassed is that everyone has the ability, and it hangs here. Why do we copy each other? We have the basic knowledge ourselves, we know how to make a thing more comfortable. When we express this idea and apply it to the design of the product, we even write an email so that customers can see at a glance that my email is not spam. When writing your email, list your questions clearly. There are a lot of nuanced things that can be done better, it's a systemic thing.