"Shanzhai" brand reverse attack: a foreign trade businessman's Chinese Dream

Yesterday, the Dunhuang Network CEO Wang published on its blog titled "Shanzhai Goods" brand reverse attack: a foreign trade businessman's Chinese Dream article, introduced the foreign trade businessman Tan Jihua entrepreneurial story. Foreign trade merchants in the eyes of most people is a mysterious group, has been to "make a big fortune" impression. Wang, as one of the representative figures of Chinese foreign trade entrepreneurs, has written several times to share its understanding and analysis of foreign trade dealers and her entrepreneurial experience, she once said: "Most people, most of the time, people can only rely on their own." No background, no noble, no good school, these are not in the way. The key is that you decide which way to go, what kind of person you want to be, and how you are prepared to be a black hand to your laziness. Go ahead, believe in your dreams and hold on. Only in this way can you have the opportunity to prove yourself and find the value you want. ”

Wang the story of the protagonist is also a foreign trade, one of the entrepreneurs, let us follow her text, approached the foreign trade of the electric business This is not known to the group, to understand the business of foreign trade entrepreneurs entrepreneurial process of the ups and downs. Wang in the article after sharing the protagonist's own brand success of several key nodes, I believe there will be brand entrepreneurs can learn from and be inspired by the view.

"Shanzhai" brand reverse attack: a foreign trade businessman's dream of China

At least six months ago, Tan Jihua had not heard of the Chinese dream. As a typical Chinese foreign trade businessman who has fought for more than 10 years, a grassroots entrepreneur, he has his own personal three-paragraph dream: first, look at the industry, from the introduction to proficient, painstaking practice, to do a small achievement of foreign trade business; second, with the help of foreign trade platform, the use of Chinese manufacturing quality and cheap advantages, The first bucket of gold for his own life; Finally, also let him willing to do his best, is to get rid of the dilemma of selling counterfeit goods, independent research and development to create a small and beautiful Chinese brand, from simple suppliers to manufacturers and brand merchants Road.

I would like to talk about the Shenzhen foreign trade businessman Tan Jihua business story, because from his story, I really saw a foreign trade businessman's Chinese dream, a Chinese shanzhai goods how to achieve the brand reverse attack the typical path.

Back in the 90 's to 2000, a large number of young people with the Nuggets dream to come to Shenzhen to fight, a lot of people into the foreign trade in this industry, Tan Jihua is one of them. From 2000 to 2008, Tan Jihua is a foreign trade salesman, looking for orders, running business, customs clearance, commodity inspection, booking, experienced hardships, but also with a large number of traditional foreign trade people to share the golden age of China's foreign trade dividends.

The turnaround in his career began with the onset of the global financial crisis of 2008. That year, Tan Jihua involved in the foreign trade business into the trough, the channel difficult to do, inventory difficult to clear, business emergency. Many people think that the good time of foreign trade is over, it is this time many foreign trade people began to exit the river, most of the OEM factory owners are in the passive status of the sleepless, continue to rely on a limited number of large thin profit, a hunger a meal full of days.

However, the Tan Jihua of financial background is still optimistic about the trade. He thinks foreign trade is a gold mine that needs to be reclaimed, but the way the Nuggets need to change. At this point he began to pay attention to the electric business. At this time the domestic electrical business start-up, he began to try to Taobao agent product sales. The profit of the domestic electric dealer of the water test made him turn to the foreign trade electricity trader to produce more intense entrepreneurial impulse. As a result, he gradually extended business to the field of foreign trade, the main high-end Bluetooth headset. He has been in the ebay, Dunhuang nets and other platforms at the same time, his foreign trade business fast Start, the annual sales in just a few months to break through the millions of-dollar pass, than he had expected earlier than many.

Tan Jihua's dream is not to stop after earning the first bucket of gold. Logically speaking, a traditional foreign trade trader stepped on the rhythm, Enron out of the trough of economic crisis, found suitable for their business platform, rich life, family satisfaction, has been regarded as the realization of personal dreams. The gene of a born entrepreneur makes him go non-stop to the third stage of his dream. When others say, "the success of foreign trade dealers is by selling, Shanzhai goods", he began to formulate a more long-term plan. For China's foreign trade dealer sellers, to get rid of the embarrassment of selling "fake goods" label, only independent research and development to create a brand. And he insisted that China's foreign trade to achieve from the cottage to the brand of the reverse attack, foreign trade is the shortest and most effective path.

2011, Tan Jihua created the only high-end Bluetooth brand "Sairbell" in China, developed dozens of kinds of leading international patent products, to active noise reduction, no radiation, intelligent switching, long-distance access-free Bluetooth receiver, high quality stereo soundtrack air release, design fashion environmental protection and comfortable features, quickly become the world's three high-end Bluetooth brand. The company's marketing team also from the original 18 people, developed to a research and development, sales, after-sales service integration of more than 80 people, the annual sales from 300,000 U.S. dollars to 50 million U.S. dollars, profit margin is the original to do the traditional foreign trade profit margin of only 5%, with network brand profit rose to 30%.

Tan Jihua The realization of the third phase of the dream, only to spend more than 2 years of time. Here, I would like to share with you some of the Tan Jihua successful brand of several key nodes:

1. Build the factory to keep the quality innovation. Sairbell has its own research and development team and has built its own factories. Tan Jihua attaches importance to product innovation and patent protection, every year will apply for a large number of invention patents and appearance patents. He said, "There are some technologies China has not done, such as our Bluetooth plus air and noise, this structure is not yet in China, only three of the world are doing." ”

2. Price strategy. It is understood that the current "Sairbell" sub-price segment to take different production strategies, the price of 200 yuan in low-end products, to outsourcing processing, more than 200 yuan of products all to their own factory production. He said, "in particular, we have in the United States, Europe have a patent and the appearance of patents in Europe and America products, we are our own production department responsible for production, will not be given to the outside." ”

3. Set up overseas branch to upgrade after-sale service. Sairbell plans to set up its first branch in Russia this September. The overseas branch mainly serves as the overseas storehouse and the Post-sale service shop function, enhances the overseas buyer the experience, and helps to promote the brand. In addition, overseas subsidiaries are also responsible for the expansion of local sales channels. "In the UK, we have found a partner who has helped us sell our products at our local chain stores, and the expansion of online channels such as ebay and Amazon in the UK." ”

4. Brand value comes from quality and service. Tan Jihua admits that the current product is still at least 30% lower than the overseas product of the same type, which is also the continuing advantage of Chinese commodity quality and low price, on the other hand, he believes that Chinese manufacturers should be the core of brand value in quality and service. "Products are talking, it will give customers the most intuitive feeling, it gives customers a better experience." As long as our products are reliable in quality and performance, there are characteristics, as long as we work hard to do the service, really do not worry about no customers to the door. ”

Grassroots entrepreneurship, the introduction of foreign trade platform, to earn the first bucket of gold gradually bigger, since the construction and acquisition of factories, Tan Jianhua firmly believe that China's Shanzhai products can be upgraded to its own brand. To build the network micro-brand to overseas market, it is a small and medium-sized enterprise feasible, and cost-controllable new path.

Wang Dunhuang Network CEO sent on behalf of Business school lecturers invited to attend the annual conference speakers

1999 founded the Network of Excellence, and in 1999 to 2002 August as the CEO of the Network of Excellence

2004 founded the Dunhuang Network and became CEO

2009, "Business Weekly" Chinese version as "China's star--25 of people who have important influence on China's economy"

2011 awarded as "Top ten women Leaders in Chinese business"

2011 Elected the first rotating chairman of APEC SME Service Alliance Entrepreneur Committee

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