The way of integration and promotion of foreign trade enterprises

In 2010, Zhou Shi, who has many years of experience in foreign trade, resigned and founded Liyu Foreign Trade Company, which deals in rain boots, raincoats and other rain gear products. In the case of poor foreign trade, the company signed a contract within two years. Benetton, British Sainsbury's supermarket and many other major customers. In the past two years, Zhou Shi has published information on industry magazines and B2B websites, and led his team to participate in exhibitions in various places. In this most direct and effective way, he has met a large number of overseas buyers.

Liyu Foreign Trade Company is a microcosm of the countless Chinese export companies that are trying to sell themselves overseas. They came from many industry magazines, and went to several overseas exhibitions, and they often appeared on various B2B websites... In every joy or disappointment, the experience they gained was precious.

Choose the right channel

Although the marketing promotion of foreign trade companies often starts with the combined use of multiple channels, it is not easy to catch big fish by casting a net everywhere. Huang Taishan, chief consultant of Shanghai Geluobao Marketing Management Consulting Co., Ltd., believes that the selection of channels must take into account the company's own characteristics, comprehensively consider its own business type, product type and export team situation, and the most important thing is to track where customers are concentrated.

In the opinion of Zhou Shi, who often participates in exhibitions, "the most important thing for customers is not the size of the company, but the level of products and services we can provide. On-site communication is the most effective way to demonstrate the professional level of our team." And The exhibition just provides such a display opportunity.

Yiwu Hongye Jewelry Co., Ltd. is in the process of transition to manufacturing high-end products. General Manager Liu Ruqun positioned the company's main strategy to improve customer quality and increase product added value. Under this goal, Hongye controls the quality of new customers by participating in overseas exhibitions and high-end exhibitions in the industry.

Huang Taishan believes that there are four aspects to consider when choosing an exhibition: first, the market radiated by the exhibition should be the key market of the enterprise; second, the exhibition must have a certain history, which shows that the organizer has experienced the test of the market and the experience is relatively mature , it is best to choose an exhibition that well-known companies in the same industry will also participate in; third, do not be afraid of fierce competition and choose a smaller exhibition, the exhibition must be able to attract enough "potential users" to be valuable; finally, from the geographical point of view From the perspective of location, manufacturing enterprises participate in more exhibitions in first-tier cities in China, and trading enterprises should run farther to find opportunities.

Determine your own unique selling point All along, when the word marketing is mentioned, people will think of those companies that directly face end consumers, while those foreign trade companies that can only sell products to consumers through foreign buyers are rarely mentioned. and. Are there any essential differences in the marketing and promotion of these two types of B2C companies and B2B companies? To this, James Strachan, executive vice president of Global Sources, said no. Based on years of experience in foreign trade, Shi Zhuojie believes that marketing means spreading the unique selling point of an enterprise, and this process will not change due to different customers.

Shi Zhuojie suggested that foreign trade companies should ask themselves the following questions before promoting: Who are my buyers? What do they need? Answering this question can help businesses find their unique selling points—which may be in products that are cheap and good, fast, on-time delivery, or the company's good reputation and relationships with sellers in effective communication. This unique selling point provides target buyers with a specific and measurable benefit that cannot be easily replicated by competitors.

People often think that for foreign trade promotion, they only need to put their own product pictures on the foreign trade website, or have a booth on various booths to display the products. But Strokes cautions: Buyers tend to search for a certain type of seller or for a specific product, so it’s especially important to craft a memorable sales message that supports these unique qualities, which can help generate a flood of buyers from buyers. appropriate query.

If buyers see the same sales information from a supplier's products, they're likely to buy from the company that offers the lowest price, so offering a buyer can differentiate you from your competitors The specific information that comes is very important.

It is also very necessary to have an eye-catching booth at the exhibition. Many customers have no impression of the company at the exhibition, but they will never forget the unique booth. During each exhibition, Yiwu Hongye Jewelry Co., Ltd. will carefully arrange the booth. This company has won the title of the best booth at the Global Sources Exhibition for two consecutive years. Liu Ruqun, the general manager of the company, will also take photos of the booths every time, turning them into excellent online publicity materials.

Exercising synergy effect

In the order structure of Hongye Jewelry, 60% come from fixed partners, 30% come from exhibitions, and the remaining 10% come from B2B platforms and other channels. Liu Ruqun found that although the number of orders from different channels is different, almost every order is the result of different promotion channels. Usually, customers will look for suitable suppliers through B2B platforms, or after contacting enterprises in exhibitions, they will search for information on the Internet, and use network information as an important factor to evaluate the strength of suppliers before real contact. After the factory inspection and trial order, we can carry out real cooperation.

After years of exploration, in the process of participating in the exhibition, Hongye has formed a comprehensive promotion method of cooperation with peers, B2B platform linkage and close contact with customers, turning each exhibition into a corporate marketing event.

Liu Ruqun has maintained an excellent cooperative relationship with his peers. Before each exhibition, Hongye will communicate with companies in the same industry about exhibiting information, expand its exhibit categories with other companies' products, and provide other companies with Product collaboration opportunities. Through this close cooperation, Liu Ruqun can also learn about the latest trends of customers from his peers. Before participating in the exhibition, Hongye will push the exhibition information to cooperative customers and potential customers, and send the latest product information of the company with the help of exhibition invitations to increase cooperation opportunities.

Huang Taishan pointed out that the exhibition is a window for customers to understand the company. In order to make full use of the exhibition platform, it is necessary to choose a good booth, highlight its unique selling point and unique impactful advertising screen in the design, and through sufficient information And skilled commentary to show the professionalism of the company. At the same time, pay attention to understand the customer's purchasing needs through communication, and prepare for follow-up tracking and negotiation.

Zhou Shi also attaches great importance to the interaction between the exhibition and other promotion channels. Before the exhibition, in addition to the daily update and maintenance, Liyu Foreign Trade will update its own product information on the B2B website according to the focus of the exhibition, so that the products on the website are consistent with the exhibition. , it is convenient for customers to form a unified impression when they search, and enhance their cognitive memory of the company.

Zhou Shi's practice of giving full play to the synergy effect of multiple marketing channels of exhibitions, websites and magazines also coincides with Mr. Shi Zhuojie's point of view.