Build channels tree brand "Happy Valley circle," the curtains open
Number of enterprises official said, export processing enterprises to open up the domestic market, the product quality and the technology is not a problem, the most important thing is to promote the brand and sales channels. Many transformation enterprises are using dealer and direct store mode "to" Happy Valley circle, rapid expansion of channels.
Yihuamu industry from 2010 launched the domestic market, the marketing network construction project, the plan in the domestic construction 16 Edward Kang was awarded as home experience Center to enter the domestic market as soon as possible, expand reach, increase the share.
Rebecca also intensify their layout in multiple cities with more than 80 upwards, from manufacturing to the consumer goods industry or even to the luxury industry, to expand the market. Purchase brand company is quick to build brand, established channels. Su Xiao describes, in addition to using the "ruyi nogara" and "Inti Dragon" two brands establish direct store, the recent successful acquisitions of Japan's largest clothing carrier Japan co., Ltd. "Japan SEO na 29 sub brand in domestic production shop. From fabric, garments to brand channels, the group can create a complete whole industrial chain. ”
Zhangyansheng said, domestic exports, the enterprise must experience from OEM to the brand, from other people's channels to their channels, from product development to rely on other people's own development capability of this process. "This is very difficult to overcome in a ridge, but if you can not let most of the Enterprise effectively overcome, business growth will decelerate, local economic development may appear to slow down. ”
Domestic sales prospects more company nugget
Exporters, marked domestic achievement, and are subject to various investment funds. The world's largest wig processing enterprises Rebecca (600439) for the first half of the domestic market, sales revenues increased 470.61%. The new company dongmi Lu Yao, domestic sales are in the early days of the outbreak. "The next five years field sales income will be RMB 1 billion, excluding distributors into, the company will have 5-6 billion. "Lu new Yao said. Is expected to be good in the second half of the top ten circulation shareholders are Rebecca with varying degrees of holdings co., e's Fund "collective holdings".
Wool fabric and garment enterprises Ruyi (002193) sales revenue growth came from the domestic market trends have been established. Domestic sales revenue in the first half of this year the company 98.92% of export earnings up down 38.31%, exports sales revenue from last year's 40.11% to 31.66%. Ruyi proposed dongmi Su Xiao, since the beginning of 2008, the company increased sales efforts and leverage the advantages of group industry chain, from manufacturing to brand management enterprise restructuring.
Furniture exporters yihuamu industry (600978) recent private placement not 17500 million shares, raise funds mainly for the domestic sales of the main building, in a second-tier cities established 16 experience Museum. To the East Wu, General Manager as saying that the opening up of domestic markets is to "two legs". According to him, the main European and American markets abroad is more mature, but also in environmental protection and other aspects of technical barriers to trade, to improve, but the domestic consumer demand for furniture, the enormous growth in the domestic market of the new amount is obvious.
According to the China furniture Association published data, the domestic market has for many years to maintain the growth of 15% above the year sales volume exceeded 4000 billion. "The first half of the domestic market has a significant increment. From 2006 we began to pay attention to the domestic market, and take some substantive way, including the last year has formed an independent Department to do the domestic market, with nearly four years earlier – in the next 2-3 years should be yihuamu industry domestic market performance--good news for critical period. "Wu said East.
Enterprise transformation of nature is in pursuit of greater profit. And continuous compression compared to the profits of export, domestic sales profitability significantly more advantages. Introduction to East Wu, the average profit margin in yihuamu industry 20%-30%, but direct store profitability is relatively high.
At the same time, the domestic market more timely payment, cash flow speed faster than exports. Su Xiao, woolen fabrics are exported to foreign markets is the letter of credit settlement or wire transfers, credit usually 90 days to the account. While the supply of domestic youngor and other well-known manufacturers are approved a credit line, is essentially a rolling monthly.
In the coming transformation of the economic growth and increasing urbanization rate, the expected huge room for domestic consumption, this also has the capacity and technical advantages of exporting enterprises provides market opportunity. Department of Commerce's international trade negotiations, Deputy Representative Chong Quan recently said, it is expected that by 2010 the domestic market will reach $ 2, 000bn, much higher than the total export value.
National development and foreign economic Institute Zhangyansheng said the next 10 years, if our country each year, 10 million migrant workers into urban residents, would produce 100 more than 10 million people, according to the consumption of each farmer will improve 3.5 times, the Chinese domestic market of cake will grow, this 3.5 times to support China in the next 30 years.
Transition to non-day and get through strict control risk
However, from export processing enterprises to the brand, more like the transition from production, wholesale and retail trade in turning this wall was not easy to get through.
Export enterprises in General is to first get the deposit before starting, and turned to the domestic market, the market must be carried out earlier, this also means that the cost and risk of the enterprise.
"Foreign markets is a container for the basic unit, a stool in the domestic market but also to the customers. Formation must be through a large number of dots GmbH, increase production efficiency and reduce costs. This mode is a torment. "Wu said East. 12
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