Textile Industry To Discuss 9&Nbsp: Foreign Trade To Domestic Sales Encounter Acclimatization

Today, with the increasing division of labor in society, For export Both domestic and domestic markets are two completely different marketing modes. In recent years, foreign trade enterprises have also made many explorations in domestic sales, but they have always been difficult to deal with.

During the Asian financial turmoil in the 90s of last century, a number of foreign trade enterprises realized a magnificent turn, but at that time, the successful spanformation of enterprises was mainly due to the advantage of first mover.

The situation has changed and the situation has changed radically. After 20 years of development, the rules and patterns of the domestic market are gradually becoming more and more specialized. The operation of the brand enterprises or the retail market has become more specialized, and the market competition has been upgraded. The pattern of brand competition in most industries has already formed. If you want to take a leading position in the market competition and even occupy a place, you will not achieve it overnight. In addition to the existing product production system, the enterprises that want to sell domestically, the product development system, brand management system, marketing system and so on have to reopen the gong and drum, and one can not be less. If it is not too difficult to realize the independent development of products according to the external processing experience, it will be stressful to know the domestic market trends, establish their own sales network, consumer service, promotion, distribution and so on. Therefore, the current foreign trade enterprises are dragging a huge factory spanformation, which is not as easy as starting from scratch.

In fact, foreign trade enterprises face the most important role in opening up the domestic market. problem It is to spanform the resource advantage of the enterprise into the advantage of domestic sales, so as to create the competitiveness of the domestic market. For most enterprises, especially those in strong spanformation, it is necessary to spanform the advantages of enterprises into domestic sales.

First, change from brand manufacturers to brand operators. In the export mode, enterprises are brand manufacturers, acting as the "behind the scenes heroes" of international brands. What they need to do is to carry out order production and service according to the existing brand requirements. Under the domestic marketing mode, enterprises are brand operators, "behind the scenes heroes" must go to the stage, need to have their own brand and market, and need to start their own unique brand system from the beginning.

Second, change from product orientation to market orientation. In the organizational structure of foreign trade enterprises under the guidance of products, the production department is the core, and marketing departments, design R & D departments and so on are subsidiary marginalized systems. Operation focus and resource allocation are all centered around product production. Market orientation requires that we should move around the market demand, make rational allocation of enterprise resources on the basis of marketing and marketing, improve the operation functions of enterprises, and obtain the initiative of domestic market competition from within the enterprise.

Third, the shift from parallel trade to deep distribution. The mode of export is the parallel trade of enterprises, which is just a simple supplier role. The domestic market mode requires enterprises to seriously think about how the products from the enterprise to the end consumers, how many links they need to go through, how to redistribute the interests of each link, how to promote the sales of each link, and so on. Foreign trade textile enterprises objectively judge domestic international Along with the trend of economic development, we must combine the objective conditions of enterprises to decide whether enterprises should turn to domestic sales.