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The advantages and disadvantages of furniture export to domestic sales
Enterprise transformation is not simply a "meal for dinner".
The business model of the domestic market is much more complicated than that of foreign trade. In the face of a new market environment and consumer demand, home textile fabric export enterprises have products, mentalities, teams, organizations, brands, channels and business models, marketing methods, management systems, Propaganda and other aspects are blank.
All aspects must be "started from scratch", but the home textile fabric export enterprises must first change, but the hard work accumulated experience and ideas in the past.
Generally speaking, export-oriented enterprises have long been serving foreign brands or intermediaries, do not directly face consumers, and have insufficient ability to grasp consumer needs and interests.
Secondly, although the quality of products sold by export-oriented enterprises is lacking, they lack marketing methods. In fact, consumers often buy not only technology and quality, but also brands and services.
Export enterprises are passively transferred to domestic sales, and they may still use the past experience and vision to measure the domestic sales market. If the domestic market is simplified and taken for granted, it is easy to enter a dead end.
Home textile fabric export enterprises also have their own unique advantages.
For example, foreign trade companies have long-term access to international mature markets, and are more mature and standardized than domestic sales companies in terms of product quality control, packaging, development and design, and are more adaptable to international trends.
In addition, in terms of unity, standardization and refined product integration capabilities, export enterprises may have more advantages. Moreover, export enterprises do not have the traditional domestic burden, and are more open-minded in adapting to industry development trends and adopting advanced business models and methods.
Export to domestic sales, the most important step by step
For home textile fabric export enterprises to switch to the domestic market, they should also make good strategic plans.
Enterprises must investigate and understand the current situation and development trend of the domestic market, and combine the company's own situation to clearly define the strategic plan for expanding the domestic sales market-clarify the positional relationship between the enterprise's export and domestic sales, analyze the different needs of the domestic and foreign markets, and determine the target market And product positioning, selection of marketing models and strategies for the domestic market, adjustment of organizational structure and operating methods, formulation of risk warning and crisis management mechanisms, etc.
In specific implementation, you can take five steps:
The first step is to do market research.
Through preliminary understanding of the domestic market, combined with its own characteristics, establish a design, planning, marketing and investment team. The lack of talent in these areas is a problem for most companies. In addition to recruiting experienced industry personnel, export enterprises should also actively guide the transformation of the functions of original talents.
The second step is to find the market entry point based on the domestic market's demand points and blank points, so as to establish the target market and product positioning, plan product strategies, and design a product mix that meets the tastes and needs of domestic consumers.
The third step is to select the appropriate business model, select the corresponding channel and terminal marketing mix.
The fourth step is to prepare special counters, agents or direct-operated stores, establish regional model markets through regional direct sales and trial sales, and build a “base area†for domestic sales.
The fifth step is to promote and expand to a larger region after the model market and operation model are mature.
Choose your own transformation path
The home textile fabric enterprises' export to domestic sales will generally go through the following five stages.
1. The initial stage of transferring from outside to inside.
At this stage, home textile fabric export enterprises generally sell the foreign trade tailings to the domestic market, and directly import certain export products into the domestic market. Or just change the color, style, size, fabric, process, etc. of the exported products to the domestic market.
Second, follow the trend of homogeneity.
Because I do n’t know the domestic market, I do n’t know what kind of products are easy to sell.
3. The hollow period of the brand.
At this stage, companies began to build brands through image packaging or concept hype. However, this process still mainly stays in the external form, lacking cultural connotation and unique personality, the brand is hollow, and can not form a benign interaction with the product.
Fourth, the integration period of brand products.
The correlation between brand and product is highly unified, and the combination of brand positioning, product style, and brand culture is high.
5. Terminal experience marketing period.
Change traditional marketing methods that require high consumer imagination, meet consumers 'perceived needs, create a perceptual atmosphere in the terminal, and increase consumers' desire to buy.
Some companies may stay in the first and second stages forever, and some companies can start directly from the third stage.
But in any case, enterprises should pragmatically choose a development method that meets their own strengths, seek survival first, and then seek development, step by step, and take the road of transformation.
In addition, for many home textile export companies, the domestic market is, after all, a new battlefield. You are not familiar with the domestic market, nor are domestic dealers or consumers familiar with you.
Therefore, the use of industry media and professional exhibitions to carry out appropriate publicity and promotion can achieve a multiplier effect, but it is an effective way to open the domestic market.
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