Due to the high overall cost of labor and environmental protection, the competitive advantages of traditional foreign trade are constantly being weakened, and China's foreign trade has ushered in an unprecedented cold spring test. Nevertheless, some foreign trade companies have faced difficulties and achieved contrarian growth. In this issue of "Foreign Trade Situation, Everyone Talks", foreign trade companies are invited to talk about their "counter-attack" business experience.
Building Material Enterprises: Demanding Efficiency from Scale
"From a global perspective, the economic situation of several major economies is in a period of recovery from the trough. From the perspective of China's foreign trade situation, foreign trade data declined in April, but in this market, Yuan Tuo Group's exports The performance has been rising. "In a brief interview, You Yanming, chairman of the building materials exporter Yuan Tuo Group, had a clear mind and a concise language. "There are good times and bad times for any industry to export." You Yanming pointed out, "It is the product competitiveness, distribution and marketing mechanism that ultimately determines the development status of an enterprise. The role of leadership is crucial. important."
The emphasis on the role of leadership is also its emotion for this work in the past period. You Yanming told reporters that since October 2014, he has "flyed around the world" and inspected the market conditions in nearly 20 countries. "No way, China's small and medium-sized foreign trade companies generally lack high-quality foreign trade talents. The company spends several years training a skilled person and it is easy to be taken away by competitors; even if a large number of newcomers are recruited, the market analysis will not be Very comprehensive, so the task of expanding the market lies with the company's leadership. "You Yanming's words are helpless.
It is encouraging that after a few months of inspection, the confidence of Yuantuo's leadership has been greatly enhanced: According to market demand estimates, Yuantuo's export value in 2015 will increase by more than 50% on the basis of 2014, and by 2016 In the year, the Group's export value is expected to reach 1 billion US dollars.
"First of all, because we have resource advantages. China's steel production accounts for a large proportion of the world's total output, and Yuan Tuo Group's hardware, structural parts and other products, first of all, is the deep processing of steel." You Yanming said.
Secondly, national policy is a major benefit of Yuantuo's current business. After the “Belt and Road” initiative was launched, Yuantuo was sensitively aware that this would bring significant opportunities for enterprise development. "First of all, the export value of Southeast Asia is expected to increase significantly; China is about to launch a major investment project in Pakistan, and we will immediately investigate it. This is determined by the specificity of the industry. Wherever infrastructure construction is booming, Our blessed land. "You Yanming said.
The "Yuantuo" in this industry should also pay close attention to major international events. "For example, where the World Cup and Olympic Games will be held, we have to prepare four or five years in advance, and strive to grab our own share from the construction of large venues."
According to You Yanming, there are currently thousands of companies in the Chinese hardware and building materials industry, but most of them are relatively small. In 2006, Yuantuo started to do international trade. In less than ten years, its scaffolding export has become the industry champion. "I think that in the future, companies doing international trade will have to develop on a scale." You Yanming judged the development prospects of the industry in this way, and it is not difficult to hear that this is his plan for Yuan Tuo. "The small sparrow with all the internal organs does not have an advantage in the competition in the international market. We must know that during the negotiation of large orders, the size of the exporter usually means whether his system is mature and his credit is reliable, so it will make a final decision to the customer. It will have a great impact. "" In the next three to five years, I believe that there will be tens of billions of US dollars in the hardware and building materials industry in China. These companies will lead the quality of products and services, regulate the market, and provide other small companies. Supporting and realizing professional division of labor, the overall change of the image of China's manufacturing industry is scattered, chaotic and poor. "You Yanming said.
Lighting Enterprise: Be the Strongest in Segments
"Any industry can make money as long as it can do a good job, the premise is that it must be a leader in this field and make products refined." Tian Jin, chairman of Guangdong Kinglight Electric Co., Ltd., is completely unaffected by the current export confidence. The impact of China's overall weak foreign trade situation.
This company just went public in early 2014. For more than a decade, it has been focusing on the research, development, production and sales of rechargeable backup lighting fixtures and rechargeable AC and DC fans. Its products are sold in more than 90 countries and regions around the world. "There are very few large-scale enterprises in China's lighting industry. Generally, the products will be very complicated after the annual sales reach several billion yuan. But I think that if enterprises want to achieve longer-term development, they should still pay attention to subdivided fields. Make a certain type of product to the extreme. Therefore, our company has been focusing on rechargeable lighting products for more than ten years, based on specialization to enhance competitiveness and ensure world-class Chinese quality. "Tian Chou told reporters in an interview.
"I have always believed that in a country as large as China, manufacturing is the foundation of economic development. Without manufacturing as the foundation, the development of the service industry has no root." Tian Chou said, "What Chinese manufacturing companies need most now is Confidence, we must stick to our duty and resist temptation. This complex can support the development of China's manufacturing industry, and it is also the fundamental driving force for the development of the enterprise itself. In fact, I believe that there are risks when a company is big, and it will never be focused on small dead."
The so-called "complex" is the "heart" of Kinglight focusing on products and manufacturing. "For export, how to sell is secondary, the root cause is what you sell." Tian Chou said.
To gain a firm foothold in "what to sell", Kinglight's self-requirement is "know more about products than customers." For more than ten years, Kinglight has insisted on independent innovation research and development, in-depth understanding of market demand on the front line, and created a quick response team that can realize the entire process of order-design-purchasing-production-packaging. The "Golden Signboard" of King Wright.
In terms of customer selection, Tian Chou said that the current foreign trade situation in China has filled many export companies with a sense of anxiety and can't wait to capture more customers and orders without making any selection of customer quality. This is actually an immature performance. .
Tian Chou believes that Chinese exporters must not only rely on one or two markets or one or two large customers, because it is easy to be caught off guard by changes in the external environment; at the same time, we must pay attention to nurturing customers and growing with high-quality customers. "I often emphasize that only products that guarantee customers can make money are good products. The thing that exporters need to do is to make customers more confident in your products." "China's export manufacturers must have a contract spirit. If they pass the contract, Or other forms of commitment to exclusive sales or agency rights to some customers, then this contract must not be broken and sold to other customers in the same market. Although this will temporarily lose some customers, they will be respected by the customers and have a brand image A positive impact. "Tian Chou added.
High-tech enterprises: Continuous innovation is the secret
As a domestic and international market “two-legged” robot manufacturer, Cobos Group has a unique and profound understanding of the growth of Chinese foreign trade enterprises. "Most Chinese export companies must cross two gaps to grow: the first gap is from OEM to the development of independent brands, and the second gap is from the domestic market to the international market. Crossing the two The gap is to achieve two transformations. Not only do Chinese manufacturing companies have good concepts, good technology, and good products, but they must also have good business models and business ideas. It should be said that most of China's export companies are still crossing this. In the course of the two gaps, it is far from completed. "In an interview with the International Business Daily reporter, Qian Dongqi, chairman of Cobos, said with emotion.
Chinese products carry a unified label in overseas markets: "Made in China", and this label is often closely linked to "low prices." In Qian Dongqi's view, this established impression is actually a heavy cross on China's export companies. "We are the first generation to bear the cross, but I hope Chinese companies can gradually get rid of this pressure." Qian Dongqi said.
How to make the brand image high-end? "Ensure that the technology is good enough and the product is innovative enough." Qian Dongqi's words were simple, but pointed directly at the core of the problem.
Cobos products have six or seven hundred patents, nearly half of which are invention patents. But Qian Dongqi found that even in high-threshold fields such as smart robots, it is common for products to be "cottaged." However, domestic patent lawsuits have a long cycle and high cost, and it is difficult to fully protect the interests of infringed brands. In his view, this is almost a common problem facing Chinese exporters. "The only way is to attach importance to re-emphasis on innovation, integrate the channel advantages of the company, the existing brand influence and the speed of product innovation, and give yourself multiple insurances," Qian Dongqi said. Qian Dongqi also specifically emphasized that Chinese enterprises should pay attention to team building when entering overseas markets. "It is necessary to use a mixed talent structure and combine domestic and local personnel to ensure that our brand has both Chinese roots and Have localization capabilities to open the target market. "