Foreign trade Enterprise two times: electric business to do domestic sales

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The net story of Guangdong Enterprise

On the transformation and upgrading of Guangdong's circulation industry in the new mode

Information from Alibaba Group said that Taobao three into the net products produced from Dongguan. However, there is also an indisputable fact is that, because the long-term role of processing trade as a foundry, Dongguan traditional manufacturers of E-commerce to understand the relatively cautious and conservative.

However, in the domestic and foreign market changes, some enterprises in Dongguan rely on the spirit of stones, through the "net", opened up the domestic market big performance.

@ Reporter Micro Review

Although the long-term experience of overseas foundry bound the thinking, let the foreign trade enterprises "NET" pace a little, but also because of overseas foundry to their accumulated excellent manufacturing capabilities, so that these enterprises once in the online path, then soar, rapid. As a national foreign trade powerhouse, Dongguan, some foreign trade enterprises in the electrical business attempt seems to be groping out a way.

Try

Export weakness forced to domestic sales

In Dongguan Changan Town "Kiss Me" mother and child supplies company's electric business Department, 8 staff are staring at the direct sales flagship store on the day cat to answer questions from buyers, 10 of whom are arranging orders and establishing channel management; 7 people who write soft text step up the creation of the most practical child-rearing knowledge soft text, and posted in the relevant maternal and child forums and micro-blog, and the community operation of 3 people responsible for promotion, business development is responsible for 10 people, are developing maternal and infant products new brand and new species.

This is my 38-man Power Corps team, to the flagship store in the days to do direct sales support, display brand image, at the same time the main distribution, through with Taobao size sellers network distribution, and with Jingdong, when, No. 1th Shop, group purchase website to establish cooperative relations, open up the domestic market.

Like many Dongguan enterprises, Kiss Me The Beginning is also all for foreign well-known brand OEM, such as Disney, gerber,2008 after the financial crisis, forced to transform domestic sales.

"We are export 0-3-year-old mother and child supplies, more than 20 years are OEM production." After the financial crisis, foreign trade orders almost stalled. "Kiss Me," said Laufuvin, the company was forced to start its own brand and open up its domestic market from "0".

April 2008, a kiss my product officially in the domestic sales, at that time, the domestic share of the gradual improvement, but accounted for more than 80% of the export is still in a stagnant state.

Old foreign Trade foundry Enterprise Dongguan novel Handbag Co., Ltd. and wing-Fang Electronics Co., Ltd. is also the case, the products are all exported. With the financial crisis, the foreign trade market shrank, two companies have started to try to build brands, and test the domestic market for water.

At first, I kissed a few provinces in China and spread out direct channels. They have developed more than 200 partners across the country, involving thousands of stores. The investment spent on this, a year between 4 million-5 million yuan. Open the domestic market will also be stationed in large business Super department stores. "There's too much to charge." Enter the brand supermarket of a branch, must pay 2000-3000 yuan/year entrance fee, each shelves a single product, and then pay 1000-2000 yuan/year bar code fee, the product shelves selected location, but also to pay the shelf fee ... "Laufuvin said, after deducting various fees, enter the large business super product profit is inferior to do.

New Handbag Chairman Han Changwei original plan is to open a store in the domestic city, through the sale of domestic sales. Carefully calculated but found that the investment is high: if you want to spread out in several central cities in the country, a year's investment to at least more than 10 million yuan. A brand growth period of 5 years, if the investment can not keep up or any other problems, more than 50 million of the investment may be wasted.

Net”

Carefully test the utility operators

Almost at the same time, 3 companies have looked at E-commerce.

Han Changwei said that in recent years, product sales suffered a lot of inventory pressure, he has been trying to open up the network sales market. 2010, the new handbag set up its own platform, the preparatory team, for online sales. Han Changwei said, because the network marketing experience is insufficient, also suffers from lacks the professional electronic commerce talented person, has not opened the domestic market.

Kiss me. Find a well-known business management consultant to seek cooperation in e-commerce operations. In the Kiss My company, a marketing manager, an IT department investment director, a Community operations director together, 3 people to form a "0" experience of the Corps team.

Perhaps because the sale of mother and child supplies, kiss me in the electrical business exploration process to be much luckier. According to last year's statistics, China's Internet users to the 18-35-Year-old group, with the age and the consumer groups into the marriage and childbearing ages, maternal and infant supplies of the net sales prospects are very considerable.

It is estimated that my first year in the human resources investment of 2.2 million yuan, these electrical business people are recommended through acquaintances. In order to prevent the brain drain, kiss me again last year, the "project independent accounting" talent incentive mechanism, a part of the project's profits for the team's staff dividends.

Laufuvin said that the use of electricity to do domestic sales, for products to increase a low-cost marketing channels, foreign trade enterprises are the second pioneering. In contrast to the offline sales need to worry about the relationship between the business, on-line development online agents are much easier. Now kiss my development of more than hundreds of online agents, are through e-mail, QQ and other means of contact, the actual meeting of not more than 8.

In addition, the net pays the promotion to spend nearly 1.5 million yuan each year, a whole year's investment altogether 3.7 million yuan. Since last year, my online sales have started to profit, and the online turnover has increased 3 times-fold this year.

However, as a kiss I can play good electricity business is after all a minority. Store in the physical mall, direct competitors mainly in the business circle, but the E-commerce competitor is a large number of manufacturers and traders all over the country, how to promote the product through E-commerce is a highly demanding technical life.

In the construction of their own online sales platform to be helpless, wing-side electronics selected E-commerce Outsourcing services. At first, Yong-Fang electronic director He Dan not optimistic about online sales, because in the same time e-commerce business, he found that "a large number of enterprises are dead."

What alone is very cautious in the process of "net", he first in the forum to look at some E-commerce outsourcing business performance and business capabilities, to later participate in a number of town in the city to host the Forum and Investment Conference, he found that some of the strength of E-commerce outsourcing services Enterprises in the E-commerce operation is indeed "one hand", In particular, Dongguan's geographical advantages and supply advantages to play out.

A full "test" for more than six months, last year, and a single E-commerce outsourcing services Enterprises signed a cooperation agreement, in Taobao, Cat Mall, such as the opening of flagship stores, and accept each other in the network Information screening, network promotion, product shooting shelves and other aspects of technical support.

Novel handbag factory also selected E-commerce outsourcing services, the other party is solely responsible for the sale of the network, according to the product sales on the Internet to give each other a commission, and pay for the promotion of network costs. Han Changwei estimates, the choice of E-commerce outsourcing services, a year to invest nearly 1 million yuan. Plus the cost of labor, a year needs about 1.72 million yuan.

Enlightenment

Processing trade thinking once let enterprise eat big loss

"NET" the sweetness that they have now realized.

Now, kiss my domestic sales accounted for the overall business of 50%, is expected to be more than 2/3 next year. Taobao on the sales have accounted for the overall 80%, while kissing me also in other shopping malls to promote, engage in national marketing, select a good distributor online cooperation, professional division of labor, the effect is obvious. Next year will also work with a global high-end maternal and child supplies cooperation.

At present, the total sales share of the company is increased from 0 to 25%. At the same time, through the online publicity and promotion, indirectly promote the growth of offline sales. As of October, 2012, the sales of permanent electronics breakthrough 40 million yuan, an increase of 26%, including online sales from 0 to exceed 10 million yuan, to 15.6 million yuan.

As of November this year, the network sales of novel handbags has reached 7.5 million yuan, is expected to break through the end of 10 million yuan, and in the "net" before the annual sales only around 2 million hovering. "In the day Cat" 11 "promotion, our order sales were 300% in the same period last year. ”

Dongguan Electronic Commerce Association president Xiu Xinyi said, a large number of Dongguan manufacturing industry is facing the grim situation of the decline in foreign trade orders, the need to open up domestic market, but they are ignorant of e-commerce, not active net. "Many well-known brands are commissioned in Dongguan Enterprise production and processing, the net sales are not in Dongguan, the tax is not here." Many companies believe that the relative "virtual" e-commerce, it is better to catch some real orders. Foreign trade enterprises in these solidified processing trade thinking in the era of network retailing, which makes a considerable part of the export of factory enterprises to eat a lot of losses. "Xiu Xinyi said.

The Masters Quick Answer

Patience to build enterprise

Internal electrical Business Team

Nanfang Daily: Why do foreign trade enterprises need "NET"?

Laufuvin (Kiss my mother and baby supplies company director): With the financial crisis, foreign trade market shrinkage, to start to try to build brands, and test the domestic market for water. Electric business to do domestic sales, for the product added a low-cost marketing channels, foreign trade enterprises are the second pioneering. In contrast to the offline sales need to worry about the relationship between the business, on-line development online agents are much easier. Now kiss my development of more than hundreds of online agents, are through e-mail, QQ and other means of contact, the actual meeting of not more than 8.

Nanfang Daily: Traditional Foreign trade Enterprises "NET" what is the confusion?

Han Changwei (Chairman of the New handbag factory): If the own preparation team for online sales, product copy, Web design, model show, we do not understand the consumer habits of netizens, always find no direction, no performance can speak. Network marketing experience is insufficient, the lack of professional e-commerce talent, not open the domestic market.

Nanfang Daily: How big is the "net" investment?

Laufuvin: If you choose to build your own electric business platform, the first year in the human resources investment of 2.2 million yuan, the network paid to promote the annual investment of nearly 1.5 million yuan, a year's investment of a total of 3.7 million yuan. If you choose to outsource E-commerce, a year to invest nearly 1 million yuan, plus the cost of labor, a year needs about 1.72 million yuan. Kiss me to choose the former, the first year is very burning money. However, we believe that the overall development of ideas can not hold a "put a large amount of money can be immediately profitable" mentality, to resist the heart to the internal team and operating mode to find out, the enterprise net will be on track.

Nanfang Daily reporter Wang Deng San Yao

Planning and Co-ordination Sheith Jia