Foreign Trade Shoe Enterprises To Transform Domestic Sales Channels To Build Bottlenecks

"We are very afraid to do domestic business. Before I took the glasses in the factory for domestic sale, the retailers did not pay the bill when they checked out, but they gave them a lot of goods." Li Chunfang, chairman of the Shenzhen grey eyeglasses Limited company, is deeply concerned about the previous experience.

For many foreign trade enterprises that are committed to expanding the domestic market, complaints like Li Chunfang can always resonate. As Zhang Yansheng, director of the Foreign Economic Research Institute of the national development and Reform Commission, said, foreign trade is like "taking the children" for convenience, while domestic sales are "raising children", though the children are their own, but the process is more difficult.

However, the majority of domestic sales foreign trade enterprise It has become a strategic choice, not a temporary expediency under the crisis. As China's export oriented economy changes, more and more foreign trade enterprise They began to try to raise children, but the road before them was not smooth.

Enterprises look forward to domestic sales

The Guangdong Expo, which is regarded as the "wind vane for import and export enterprises", has just closed. This reporter found that compared with the previous session, more foreign trade enterprises specifically developed new products for domestic sales. Before that, they often simply displayed the foreign trade goods and even did not even remove the English labels.

Zhu Junmin, deputy general manager of Shenzhen Modern Vision Digital Technology Co., Ltd., holding the newly developed ARM platform HD tablet computer by the company, told the first Financial Daily reporter that it hopes that this new product similar to iPad can be sold to professional stores such as Gome and Suning, thereby opening up the domestic market.

"This new product has appeared in foreign stores, but it is just a sign of others." Zhu Junmin said.

This is a completely export oriented enterprise. The international financial crisis has lost at least 30% of its orders. Although the export situation is improving now, we are aware that export will not be as good as before.

Guangzhou Shenglong Electronic Technology Co., Ltd. has adopted the same strategy. According to Hu Guohui, its sales manager, the company has developed e-books in order to expand its domestic sales channels, and their export products are mainly digital cameras, digital photo frames, digital cameras and so on.

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Endogenous adjustment

Hu Guohui told this reporter that the export enterprises lack the brand and the corresponding market discourse power, often the big brands occupy the whole channel, and the channels ignore the new small brands.

These products should be re positioned, designed and marketing according to the characteristics of domestic consumers.

Hu Guohui felt that there was a big difference in quality and grades between domestic and foreign products. "Domestic demand for digital goods is higher, because domestic consumers have to buy digital products for many years, while foreign consumers usually lose them for several times, so the quality is not so high."

For those enterprises that are trying to expand domestic sales, they are facing not only the re start, but also the adjustment and adaptation of the domestic business environment. Export is loaded with boxes, and domestic sales need to study more, such as how to establish a marketing system, what kind of business philosophy to use, how to raise funds, and how to use policy convenience.

At the same time, export-oriented enterprises also have less part of the tax rebate, plus trademark, label, quality certification and other supplementary inputs, virtually will increase the cost of products, thereby weakening the price advantage.

In the past 30 years, China's foreign trade commodities have become unmatched competitiveness in the international market on the basis of preferential export policies and low cost, but all of which will no longer exist in the domestic market.

"Many years ago, we tried to use the original squad for domestic sales, but it turned out to be unworkable." Wang Wei, the boss of Bei Jia shoe industry, told the newspaper reporter that he set up a brand-new company in Shenzhen. He used excellent talents to expand the domestic market, which involves high cost and there is no way to save it.