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By Himfr Tian
Global economic changes, many foreign trade enterprises in stronger exports, while losing the domestic market, intends to seize the enormous opportunities. However, due to the different domestic and international markets, many companies have encountered this many problems, such as: working capital, sales channels, business management, brand management and so on. So trade-based hardware company on how to deal with these difficulties and setbacks?
Analysis of trade-based hardware company I strongly controlled and JJ tools, the following reference.
Controlling the operation of strong local brands and media resources combined with strong media advertising platform for China Central Television, in 2008 and 2009 in a row CCTV CCTV-1, CCTV News Channel and CCTV-2 Economic channel put the gold package advertising, as long CCTV Advertising partners and strive to build “DLTC” brand. August 2009, the company and China and China Railway Media Group, Air China and other high-end advertising media advertising department cooperation, a strong brand image.
JJ tools are many more channels to promote the brand and expand its influence. Through the exhibition, published within the form, so that consumers understand the corporate culture and products. The same time, cooperation with the network media, such as the HC net pay of five networks in China, a handful of nets, enhance brand impact. Expo appearance and become the only specific brands, it is a long-term brand management strategy tool Djedje important manifestation.
Sales model strongly controlled in hardware tools industry for the first time a new model with chain operation, the implementation of a one-stop global chain of mechanical and electrical hardware. Completed within three years the country 50, 10 overseas franchise a brand agency, to be responsible for DLTC product sales in the global market. The project is expected to total investment 220 million yuan. The agents with unified brand and unified image, the uniform price, unified service, unified management of a global chain mode. And its domestic policy of “passion entrepreneurial dream of creating” marketing program, has earned more extensive domestic market.
Management vigorously holding Hardware chain in China in May 28, 2009 for the first time opened the face of the chain stores scattered around the office, vigorously holding headquarters foreground and background of all sales support organizations real-time sharing of information, management agencies are implementing chain “Zero,” the management of all business sectors to achieve real-time monitoring, and the information in these areas and depth of analysis to real-time recording. Integrated chain management, to make the headquarters more comprehensive and timely understanding of the domestic market, the strategic layout for the next period to provide information support.
Foreign-based hardware company to enter the domestic market, domestic and international markets should first recognize that there is a huge difference. These differences mainly in several ways.
First, different modes of operation. Export business is generally taken orders for type management, that is, customers place an order, how many goods business on it. The domestic business model is completely different, in general, to do domestic business, adopted a stock sale, such as to do a 50 million target market, then businesses will need 20 million to 30 million of inventory, because domestic enterprises to respond anytime, anywhere resellers, distributors and other needs, therefore, completely different mode of operation. Which also determines the export enterprises and domestic enterprises with the capital are not the same.
Second, the domestic and export markets, set up points in different ways. For example do export, you can show in Cologne, Germany, Las Vegas Show, Fair and other access point in the sales model, is relatively pure trade. Domestic market is more a long-term management, may one, two, three did not see a benefit, perhaps many years later would gradually producing benefits.
Third, the brand not the same as the mode of operation. This point is very important. To do the main export markets are essentially based on OEM, and basically do their own domestic brand.
From the international metal markets, China products difficult to obtain high prices and high profits, on the one hand the European and American developed countries, the rapid development of production technology and labor price increases, the universality of the products of developing countries to switch to the production, their production of high added value only products; the other hardware tools manufacturing enterprises as a result of China production equipment, technology, design, technology and other backward, ignoring the self-management, process and product quality as a result of hardware tools low level in the international market, companies have to rely on price competition difficult to survive.
Therefore, to ensure product quality and technology, continuous innovation, foreign trade enterprise hardware market, the fundamental premise of the occupation. In the new wave of competition, foreign trade hardware enterprises should “remedy” analyze specific issues, while striving to stronger exports, to win the domestic market.
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Source: isnare.com
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