The rules of the game facing Chinese exporters are profoundly changing ...
In the first half of 2007, Chinese exporters appeared to be in an unprecedented predicament. At the beginning of the year, "Made in China" suffered a consumer trust crisis. 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. In the June, under the background of the export drawback policy, a large number of enterprises were confronted with the crisis.
Obviously, those with low price competition as the means, with cheap labor resources as the core, low value-added products as the carrier of the "shallow" international business model is not conducive to the "Export and processing trade as the main" small and medium-sized enterprises in expanding the international market at the same time the rapid growth and formation of core competitiveness.
Then, how to achieve the internationalization of SME quality breakthrough? On the one hand, the transition period is full of opportunities, enterprises such as differentiated competition strategy can quickly open up the distance with competitors, on the other hand, many business owners are more overwhelmed by the changes in the environment. How to deal with, how to deal with? The crisis being or imminent is testing their wisdom.
At this time, those who are actively seeking change, and constantly adapt to the new rules of the game will make a major breakthrough in the new situation.
Have the industry authoritative expert for them "the weapon", in order to realize the transition from "shallow" to "deep" internationalization, Chinese SMEs must promote growth by strategic planning, break through the restriction of enterprise system, expand the market with characteristic operation, break through the restriction of trade system, strengthen the advantage by enterprise cluster, break through the restriction of industrial system. To build up the influence of brand, break through the restriction of market system, form the core competitiveness by technological innovation, break through the restriction of cooperation system between enterprises.
However, one noticeable problem is that the fatal flaws in the marketing model are even more embarrassing in the short boards that are in dire need of breakthroughs.
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, such as the effect of participating in trade fairs is worse than one year A large amount of capital and manpower have been invested in business-to-business network promotion, but the result is very little; because the business is busy and not enough to take account of overseas buyers to maintain customer relations, thereby becoming a bottleneck in 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?
The author thinks that China's manufacturing export has 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 need a professional platform to build these business competitiveness.
In this context, 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 Times first (Timesfirst) emerged."
Specifically speaking, The Times first (Timesfirst) of the active international marketing outsourcing services compared to other international promotional channels have three major competitive advantages: 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.