Mr. Lee did not know the current domestic market potential is huge, but is he such a building materials exporters face to domestic demand, it is very difficult.
"The situation is not satisfactory. "Mr. Lee said in early March to participate in his company had just" the 16th China International (Beijing) exhibition of architectural decoration and materials ".
Mr. LEE's company in the past six years has exports to Japan, a kind of kitchen products, sales and reputation are good. However, in the last quarter of last year, orders from Japan, the sudden reduction in export of building materials companies feel the chill bursts. Face survival stress at the same time, they see the country announced massive launch domestic demand, the company decided to turn to the opening up of domestic markets, cut out another new road.
Participate in industry large fairs, Mr. Lee can think of to open the domestic market of the first ways. At present, China's building materials industry of professional trade shows, mainly to Guangzhou, Beijing and Shanghai this three of the largest conference and exhibition. Three places respectively in each year. Previously, Mr. Lee with team participated in the exhibition, primarily want the opportunity to attract more foreign channel distributor and order; this year's fair, foreigners face many of the less obvious.
Mr. Lee on his company's products are confident that his company operating in the kitchen and bathroom products in Japan's penetration rate was very high, both in the public or private family is very popular in the market. At the same time, Japan's life quality is high, the product also has a number of common traits in foreign trade products: quality, design innovation.
However, by the Exchange with the audience, Mr. LEE, want to "summary of sea turtles," the Chinese market, and not so simple.
"Your company currently domestic product market positioning is how planning?"
"If you sell your products, your for dealers sales policy is developed, what is the difference between region, the company to the dealer support?"
……
Mr. Lee face some interested potential customers doubt, face embarrassment. As a result of a passive restructuring, first contact the domestic market, the haste, their company has not established appropriate market operations teams, even this time brought exhibitors of many staff members, in the past are enterprises do translation and customs.
Not only staffing problems, Mr. Lee on the functioning of the internal market rules and the sales are not widely understood. Many customers ask how to purchase rebate; regional sales levels and sales tasks; the company's brand and advertising strategy, the mainstream media in the country is how to do it, this piece in Agency region is planning are also they have not had a chance to make a detailed plan.
In addition, Mr. Lee also told reporters that the Office of the company in the beginning of this year has been attempting to enter the domestic market of large building materials and goods sales in supermarkets, the situation is not good. In the project, they currently only at the beginning of the year on a Shanghai units of employee benefits, installed products, but also very small. Fill the "short" it will take time
Like Mr. This embrace of hope, and just develop the domestic market of the exhibitors, not the minority. Past exit, just pick up the account, the practice of marketing is relatively small. Now, to make up for this limitation, you can do overnight.
At present, China is already the world building materials export power. Data show that, natural stone, glass fibre yarn, flat glass products exports have accounted for world trade volume of 40%-60%. And cement and clinker, processing, glass, and other product exports have accounted for world trade volume of 20%-30%.
However, in the fourth quarter of last year, with the international financial crisis spread to the real economy, many foreign companies have discontinued production of building materials, but that does not give the Chinese building materials enterprises to create too many opportunities, many countries are enhancing import standards, the impact of the cheap Chinese building materials product export enterprise.
And exporters to enter the domestic market, that also happens to catch the last domestic downturn in the real estate industry, real estate developers working capital chain tight, as many construction companies are now even without the workers, local building materials industry, of course, could not escape. A domestic building materials to raise investment in Guangdong last year 30 million yuan in building materials exhibition, to the order of $ 1 million, overseas are interested in customers is also very much; but this year's Beijing building materials exhibition invested 5 million, only get orders 11 millions Yuan and investment repayment shrunk 1/3, overseas are interested in only one family of customers.
According to the Beijing Municipal Bureau of Commerce to be completed by the end of 2008, export-oriented enterprises in the domestic, facing difficulties. In particular the processing trade enterprises, domestic in its products, channels and lack of experience. Building materials are mostly export-oriented enterprises to processing trade dominated.
Authorities said that now they want to succeed in transition, on request, production for the domestic market of the product is very important, but also important innovation and differentiation. In addition, the building materials export into domestic market should focus on good brand development routes. More importantly, in the channel as the King of today, preemptive built sales channels, expanding market share will become the export enterprises must cross the biggest daokan.
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