China-style international marketing model needs to be upgraded

Editor: With the acceleration of China's export upgrade, manufacturing enterprises are facing increasing pressure, the previous extensive, original competition strategy has been far from adapting to the changes in the environment! Some experts assert that if Chinese companies cannot be like Japanese and Korean companies, for the export implementation of a complete set of quality control, marketing and after-sale service system, but continue to short-sighted delivery of products to overseas distributors, in order to enjoy the rapid expansion of the overseas market, so that the pleasure is not long ...

The survival of the fittest, those who actively seek change, and constantly adapt to the new rules of the game will be a major breakthrough in the new situation ...

In the first half of 2007, Chinese exporters were in trouble.

It is a well-known fact that since China's accession to the WTO, "Made in China" has long been a stranger to the hostility of competitors from export markets, but the 2007 has been completely different: doubts and fears from consumers in exporting countries. Pet Poison Food, diethylene glycol toothpaste, tire fall off, car crash test ... In almost every one weeks since the spring, a new quality-safety incident related to "made in China" products has been exposed. Seriously, every incident is closely related to the personal safety of consumers. This is a new crisis.

But that's not all. Under the background of the export drawback policy, a large number of enterprises will encounter the crisis. In the east coast, especially in Guangdong, Shandong and other export provinces, this phenomenon is particularly prominent. Export tax rebate Suddenly to cut 2%, for many car companies and parts and components enterprises, is tantamount to a deep blow. Although the scale of the 2% is small, for some commercial vehicles and parts companies, corporate profits are likely to be greatly reduced or even swallowed up. There is a business owner simply calculate the account, if the company's gross margin in 3%~4%, excluding various costs, net profit is less than 1%. He argues that a 2% reduction in export rebates would make many small businesses unprofitable. Parts export Enterprises Small scale, a lot of looking for agencies to do, off-site exports are greatly affected. In fact, the problem of the auto parts industry is only the tip of the iceberg. The bigger crisis is hidden ...

In any case, with the acceleration of China's export upgrade, manufacturing enterprises in the previous extensive, original competition strategy has been far from adapting to the changes in the environment!

Chinese marketing model becomes the bottleneck of enterprise development

As stated above, the rules of the game facing Chinese exporters are profoundly changing.

The author found in the survey that China's problems are not unique to China. The process of emerging industrial countries, which has been in the latter half of the 20th century, has been a reality for almost all emerging export powers. The most successful response is neighboring Japan. Before and after the Second World War, "Made in Japan" was a mantra of making fun of inferior products, and today it is synonymous with good quality. A Japanese economist in the media said that Japan in the introduction of the American Deming advocated by the quality management system, the creation of a local quality management system for Japan. "The government's law has played a role in it, but the most fundamental is the enterprise's consciousness." "From the experience of Japanese quality management, there are at least two aspects that can be used for reference." First, the government to establish a sound strict quality standard system. Second, to improve the support policy for small and medium-sized enterprises-large enterprises assembly line of every spare parts, may be from small and medium-sized enterprises. Japan's experience is precious to China.

In addition, however, we still have a fatal flaw in the marketing model.

In the traditional international trade business development process, China's export-oriented enterprises often encounter some of the following problems: in the international promotion of the lack of corporate brand image of a unified positioning;

The traditional way of business promotion is getting worse, if the effect of participation in trade fairs is less than one year; in the business-to-business network promotion has invested a lot of money and manpower, but the result is very little; because the business is too busy to take care of the customer relationship maintenance for overseas buyers, thus becoming a bottleneck of business development Because of human or force majeure caused the loss of customer resources, thereby suffering irreparable damage.

And so on the marketing model of these factors are summed up is: Chinese enterprises lack of corporate brand image of a unified positioning!

The traditional way of promotion is only to provide a platform (trade show, business-to-business E-commerce Platform, procurement catalog, etc. so that suppliers to participate in the display of enterprises and products, but does not provide corporate brand positioning and packaging services, resulting in more suppliers to the price, OEM and other traditional means to participate in competition. With the rising of international trade barriers and the increasingly fierce competition, more and more suppliers recognize the importance of corporate brand image in the development of overseas markets.

So what's the next step?

"International Marketing Outsourcing" rewrite the rules of the game

Main products for wireless AV transmitter, receiver of the Dongguan Five Dragon Electronics Co., Ltd. is China's export enterprises to benefit the first batch of new game rules.

In the last two months, their business has been surprisingly good. The manager of the company said that guests from France and Canada had come to the company personally to negotiate face-to-face. Among them, French guests have placed the first batch of orders, and took back a batch of samples to confirm and promised to import a 40-foot container each month, and the Canadian guests are in discussions with them. In addition, the company received inquiries from buyers from many countries such as Britain, Mexico, Dubai, Thailand, Italy and Denmark. One of the British guests ' orders is being confirmed.

So what is the reason, so that a small business is not well-known suddenly crowded, much attention?

In the interview, a company called The Times First (Timesfirst) in the eyes of reporters, it has brought five long electronic continuous high-quality inquiries.

According to the five Dragon electronics high-level introduction, from the overall effect, the Times first (Timesfirst) brought the inquiry quality is good, high-quality inquiries accounted for a higher proportion. For example, they received more than 20 enquiries per week from Alibaba, of these, 2 to 3 enquiries are more effective and can be further contacted and communicated, with an effective inquiry of around 10% per cent, and the number of enquiries received by the Age first (Timesfirst) is about 10 each week, The ratio of valid enquiries is about 50%. But as exporters, they pay more attention to "the quality of inquiry is fine, not much": The more enquiries, the more energy and time they need to work, the more they will be affected by their enthusiasm, patience and performance if they do not have the corresponding results; Their energy and time has been effective, this is their more respected business cooperation, can make them more efficient, play a multiplier effect. At the same time, the time First (timesfirst) monthly inquiry statistical analysis of the report on their market analysis and comprehensive evaluation also helpful.

They conduct a careful analysis and assessment of each guest's enquiry to ensure that they communicate effectively with the guest and make the right decisions in response to the guest's reaction.

It is clear that the first (Timesfirst) business model of the Times has benefited exporters.

Retrace, the author of some media known as the "International Business Outsourcing" model of the active advocates, but also the first in mainland China to provide international marketing outsourcing services professional institutions, the time first (Timesfirst) this quite mysterious company carried out a preliminary understanding.

Deconstruction of "International marketing Outsourcing" trade secrets

"Time First (Timesfirst)" is called "Time First (China) Holdings Limited", the company based in Xiamen on the international trade market is very forward-looking, they believe that international business outsourcing is the business of business-to-business international trade to decompose and then outsourced, specifically to " International Marketing Outsourcing ", is to China's small and medium-sized foreign trade enterprises long business image packaging, international promotion, international marketing, buyer relationship maintenance and other business outsourcing," International sourcing outsourcing "is for overseas buyers need to spend a lot of manpower and material organization of the procurement business or activities outsourced to the specialized company responsible for, Enterprises themselves will be more energy and time to focus on research and development, production, improve the overall efficiency.

This model is highly affirmed by industry experts.

China's manufacturing exports have entered a new stage of development after more than 10 years of development. At this stage, opportunities and challenges coexist, on the one hand, Chinese-made products have been universally recognized by international consumers, but on the other hand, the increase of trade friction and the appreciation of RMB exchange rate, export enterprises are facing more and more competitive pressure.

In the new stage of development, the export-oriented enterprises need to change from the market strategy which only depends on the price war to become the strategy of accumulating higher competitive ability.

In the new competitive environment, those who pay attention to the international image of enterprise specialization, pay attention to customer relationship maintenance, focus on the initiative of the supplier will be more than those who rely solely on price and OEM survival of enterprises have greater development space. However, the existing Business-to-business E-commerce platform, trade fairs and procurement catalogs and other traditional international trade platform can not provide these personalized export-oriented enterprises can quickly improve the competitiveness of their enterprises.

Therefore, China's export-oriented enterprises really need a professional platform to build these business competitiveness.

In this context, the Times first (Timesfirst) came into being.

The first (Timesfirst) active International marketing outsourcing service has three competitive advantages over other international promotion channels: Corporate brand image e-positioning; active attack; overseas maintenance. They actively advocated the international marketing outsourcing services effectively cater to the vast number of export-oriented enterprises in this area of demand, its focus on corporate image positioning and packaging, the emphasis on proactive and quality buyers relationship Service three advantages for the vast number of export-oriented enterprises to cast a higher level of competitive advantage, so as to create a more favorable situation for China's manufacturing.