The Three Controlling Powers Determine the Competitiveness of Trading Enterprises

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? Zhejiang Oriental Mr. Zhang Bingyao, Manager of the Trade Information Department of the Group Co., Ltd., shared his business management methods at the Hangzhou Station of "Zhisheng Future Export Forum".

Zhang Bingyao: What is the biggest challenge we are facing in the current foreign trade environment? We How did we do it? In fact, the problem we encountered is the same as everyone else. Today, Global Sources has explained this problem. Mr. Pei Kewei's speech just now explained that our competitiveness is gradually losing. Really That's right.

I'm thinking that everyone is a peer, and we all live in a trade environment. Looking at this foreign trade, this foreign trade trade environment, we usually look at three points:

A little bit of external demand, foreigners' Demand. We look at the United States, Europe, and Japan. This is a typical region. Its demand, like the United States, is very clear. The United States is driven by consumption. We see that the unemployment rate in the United States has dropped from 10% to 7.7% this year. Their home sales are up 31%, its car sales have dropped from 16 million in 2007 to 10 million, now it's back to 15 million, we're clearly seeing consumption up, that's the first point, but We are passive on this point, we cannot do anything.

Second point, the exchange rate, we are also passive, the renminbi is rising, and it will break down to 6 yuan in the past two days. Goldman Sachs said that it will reach 6 yuan and a cent Two, we are powerless.

Third, we can do a good job of corporate competitiveness. Today's corporate competitiveness has disappeared. Just now, President Pei asked me how to face it. This is a big question. I am answering Before this question, I will ask myself, what is the essence of our foreign trade, to put it bluntly, it is service. We are a circulation-oriented company, and our service is three things, our ability to control the factory, the ability to control orders, And our ability to control the logistics.

Ms. Jin just said above, whether you can find the best price, this is our ability to control the factory. Just now Mr. Guo introduced a lot of details, let's talk about a piece of clothing , I come from a trade background. When the gap between us is one dime or five cents, it is entirely based on your trust, not the price of the product itself, so Global Sources emphasizes value as competitiveness. , Yes, that's true.

When we make a piece of clothing, when the price of a piece of clothing is five yuan, we need five yuan and two cents, there are many ways to make him accept me For example, we can make the density of the clothes a little looser, but we have to prepare this piece of fabric in advance, the feel is undoubtedly different, and our raw materials will be saved.

Tell the customer if this is put in A The factory delivery time is 50 days, and it is 35 days for the B factory, but you need to add two yuan and fifty cents. This is the control ability of the factory. The price is very important, but under certain circumstances, it is your ability to this factory. The first thing to do. Many of our new students must be familiar with the commodities, and just use the exchange rate to calculate the price of the factory, which is not acceptable.

The ability to track the order, the customer has followed the order with you, and the first thing you need to do is to be a scholar. If you can complete the confirmation work in two weeks or a week, there is no second time, no repetition, then Your production cycle leaves a lot, and your shipments are guaranteed.

The ability to control orders is very attractive to guests. When it comes to contacting guests, Ms. Jin mentioned taking the initiative. This is very important. We should have more contact in addition to quoting the guests. We should make a phone call at ordinary times. How is the weather here? How is the weather here? Better, everyone buys things willingly. How is the United States? Everyone needs to communicate. This is very important.

When negotiating the price, it may not be five yuan or two or five yuan forty nine cents. I also said at noon that it was selling vegetables and not talking about business. I want to tell him why I want this price. In fact, I can pay five yuan. Money, but five dollars may be a little longer for this factory delivery.

There is another very important thing, the ability to control the logistics, whether there is a good freight forwarder, whether there is a good factory to pull the goods to the terminal, this is very important, if there is a problem when you see the goods at night, It takes him three o'clock to get to the dock from the factory. If he has a good cooperation with them, he can get the time back. We, Zhejiang Dongfang, have 12 subsidiaries. We are facing the entire supply chain and improve the competitiveness of our supply chain. This competitiveness creates our competitive advantage.

In terms of marketing methods, when Zhejiang Province opened to the outside world in the 1980s, there were three things to do in foreign trade. Guangzhou trade fairs, overseas exhibitions, and group marketing are still these three things today, but with the help of tools such as global Resources, such as our own website, what are the changes, higher efficiency and faster speed, we used to show the samples to the guests, the guests said you have something to show us today, we carry two large suitcases, now we can Just an email.

What I want to emphasize is that our sales approach has not changed, but we are choosing good tools, such as Global Sources, I say Global Sources is good, in a word, it is a combination of traditional sales and modern sales, it can Improve efficiency, so this is different from other media.

We are doing something new now. We talked to you all before. We have set up a video remote negotiation system in our company. In fact, it is a video conference system, but we have made it our negotiation room. , we can hold meetings with American guests at any time, and with our high-definition camera, we can send you to see how beautiful it is.

We cannot replace flying to the United States, but we can save a lot of time and cost. This is one thing we do. Because we are the first in the system to do this, everyone should not use it. We It is also being tested and tried. In this meeting, we can not only hold meetings with American partners, but also have meetings with many factories. We can pan his camera to cutting, ready-to-wear, finishing, and inspection. We are planning to hold a show in Cambodia, because Cambodia is so far away, their factories have monitoring systems, we are all connected to him, and we remotely watch his production environment, so this is an innovation we made.

Second, as mentioned earlier, we show our samples to customers as quickly as possible. Today, we have created a new order tracking system on our website. Customers can view orders immediately after logging in with their username. In which process, if the customer has five orders on my side, he may see that three orders have been cut, one order is preparing materials, and one order is waiting for you to confirm the sample. So he wanted to ask me by phone or e-mail. When I was sleeping at twelve o'clock in the evening, he could log in to our website to see if there was any problem on it, he could leave me a message, call me, and do this. It is just one purpose to improve our service and make it faster, easier and more convenient for customers to see what his order is doing. These are two things we do.