Thoughts On Export Enterprises Entering The Domestic Market

In recent years, many large economies such as the European Union and the United States have adopted various barriers to trade policies. Trade frictions between various economies and several countries have also been directly or indirectly resulting in a decline in the total export products of China's export enterprises. Dumping and anti-dumping laws, trade barriers and policy barriers, appreciation of the renminbi and exchange rate changes are also the main reasons for the reduction of exports from our foreign oriented enterprises.

Many export enterprises are turning their attention to the domestic market. What links do they need to make in the domestic market?

Handle product and brand relationship well

Brand is a lasting relationship with business. Brand benefits both brand owners and users, and brand is a sign that buyers and sellers can identify and bring value to both sides. The purpose of brand creation is to obtain sustained income streams. Therefore, the establishment of brand is imperative and the most effective way to compete.

Most of the export enterprises in our country provide product design samples for customers, and deliver products on schedule according to quality and quantity, so they are relatively weak in product research and development, especially lack of understanding of domestic consumption characteristics. In order to avoid blindness, it is necessary for export enterprises to play and find out the advantages that match the domestic consumption characteristics based on the experience of the previous production, and cooperate with some professional R & D institutions in China to find products suitable for consumption in the domestic market. Because of their own brand positioning, pricing and other differentiated products is the competitive advantage of export enterprises.

market channel Crucial

China has huge market potential, but the intensity of competition can be described everywhere with gunpowder. Without in-depth study of the competitive situation in the domestic market, without analyzing the matching of their resources, we can not find out the best market entry point for the domestic market of their own enterprises. We should not carry out the strategy in a small way, step by step, reduce the risk of unsuccessful expansion due to large-scale expansion, and continue to follow the traditional traditional thinking of inertia management, products and business models, which will eventually fail to win more. Therefore, export oriented enterprises should fully consider their own advantages and transform these advantages into market forces so as to get a preliminary market base. At the same time, we should make clear the development strategy of enterprises. Because a clear strategic plan for enterprise development can enable the brand building of the company to get a good development space. This also fully tests decision-makers' familiarity with the domestic market, their ability to think and innovate. "Narrow meets the wise,"

Channel construction and management is a vital part of the market work. The high and low management level of channel construction is closely related to the promotion and sale of the market. Generally speaking, the export channel of export enterprises is short, but the domestic sales channels are diverse and long, which is undoubtedly a huge challenge to the export enterprises which do not directly face the consumer experience. In the current domestic market, the traditional channels are generally shopping malls or exclusive stores. The emerging channels include online shopping, bundled business and so on. No matter which channel, competition is already in the white hot state. For export enterprises, whether we can find differentiated competition and whether we can innovate the way of building a channel is. Stabilize domestic market The key.

Diversified mixed mode

Mode generally refers to the business mode of an enterprise. It is a strategic transfer or a way to achieve the enterprise's goals according to its own business purpose. It is also a way and means for enterprises to respond to market changes. Enterprises adopt different modes of market change, and the ultimate goal will be different. Therefore, export oriented enterprises can begin to adopt "diversified and mixed" business management mode at first. Such management mode has the characteristics of flexibility and diversity, and can effectively and appropriately reduce the risk pressure at the initial stage of operation.

The mode of organization and management of export enterprises belongs to Production oriented And domestic marketing is to establish a marketing oriented organization system. The establishment of a sound marketing management platform and excellent marketing team can provide effective executive power to escort. Only in this way can we lay a solid foundation for the domestic marketing of export enterprises.

There are also some export enterprises that have successfully established their own marketing organizations and quickly entered the market through the help of external and customer marketing resources, making use of their rich industry experience and tools, methods and existing resources.

integrated marketing

The promotion mode of export enterprises is relatively simple. In addition to the need to persuade distributors, it is more important to persuade consumers (customers). Therefore, in terms of brand and product promotion, it is necessary to systematically integrate the means, plans and objectives of communication and promotion. These include event marketing, conference marketing, advertising marketing, cultural marketing, visual merchandising and so on. These marketing methods can also avoid their foolhardy, resulting in too scattered resources or waste, effectively shaping the brand's appeal and reputation.

strengthen one's belief

For successful people, the secret of success is persistence. Therefore, for export enterprises, before entering new industries or fields, we must first make a long-term development plan for their work to be done, make adequate preparations, and work hard at the same time. A successful entrepreneur has a good psychological quality and a firm belief in successful transformation. In the face of pressure and setbacks, we need to have stronger psychological endurance. Therefore, the mentality and belief of a successful person is the most important. Only in this way can we achieve greater success.