Two Level Differentiation Of Domestic Sales Attitude Of Foreign Trade Enterprises

In the second half of 2009, the export situation began to improve. Foreign trade food enterprises began to see the trend of polarization. Some foreign trade enterprises that just started or intend to operate the domestic market, especially small and medium-sized foreign trade enterprises, slowed down the pace of entering the domestic market, and shifted their focus. But those large and medium-sized enterprises saw the prospect of the domestic market through the economic crisis, and continued to intensify their efforts to invest.

The above trend will become more apparent in 2010.

Li Mingli himself thinks that for foreign trade food enterprises, there will still be many unstable factors in the future of foreign markets. The passivity of enterprises is still great, and the ability to resist risks can not be effectively improved, which is unfavorable to the long-term development of enterprises.

Therefore, both large and small enterprises should pay enough attention to it, at least at the same time, pay close attention to the domestic market.

The domestic market is blocked, resulting in insufficient enterprise confidence.

For a long time, a foreign trade enterprise has lost its trivial tasks to foreign distributors, and enterprises can only sell by price, cost and simple services.

But the domestic market needs a series of strategic planning and a whole set of tactics, which requires enterprises to continuously invest in all aspects of personnel, network, brand and so on.

Many enterprises are crossing the river by feeling the stones. Once they encounter difficulties, they are prone to retreat.

There is a foreign trade enterprise, the boss has high interest in attacking the domestic market, creating a first-class brand.

Therefore, they introduced professional managers and led a group of people to start working in a big way. At the beginning, the boss also gave enough attention and gave full trust and support.

But a group of elderly people in the enterprise are watching from a joke, directly from watching jokes to preventing new teams from doing things.

The operation of the domestic market is not a day's work. After half a year, the market is not improving. The boss's heart is gone. While the foreign market is beginning to warm up, under the old people's hair, the boss has resigned the professional manager and the domestic operation team, and has completely withdrawn from the domestic market.

This is actually a very common phenomenon in many large scale enterprises. The reason is that the boss has no firm belief and is easily shaken. Two, the team building and the internal organizational structure of the enterprise are unreasonable; three, the enterprise lacks long-term planning, and there is not enough psychological expectation for the input output ratio.

Insufficient understanding of the domestic market and ignorance of consumer demand is also one of the reasons why foreign trade enterprises are obstructing the development of the domestic market.

A canned enterprise, with its export of EU products - tuna canned to fight the domestic market, the result is that most consumers in the country do not know enough about tuna, and the audience is limited, so the market has not been able to expand.

In addition to products, export products are different from the domestic market in terms of packaging form and methods of eating. Therefore, enterprises need to do enough homework in expanding their domestic market.

The attitude is divided into two levels, but we should not ignore the close attention to the domestic market.

In 2007, the renminbi appreciated, and the national policy on export tax rebate was introduced. In 2008, the global financial crisis drove a large number of foreign trade food enterprises to enter the domestic market.

According to our investigation, many of them are due to the uncertainty of the external market, and have no choice but to start selling domestically.

In 2009, with the export market in many industries, especially products such as food, which are closely related to life and not too much value added, such as canned food, aquatic products, agricultural and sideline products, the export market began to recover.

Compared with the resistance encountered in the domestic market, enterprises in the export market that have been operating for more than ten years or even more are more handy. Therefore, when the external environment becomes better, many people are unwilling to continue to invest in the domestic market by manpower, material resources and financial resources.

After all, for many small and medium-sized enterprises, their vision is not so long. At present, the most important thing is to rely on exports to maintain the most basic survival.

Fangyuan brand organization believes that this year's foreign trade food enterprises' attitude towards the domestic market will basically be divided according to the size of the enterprises. On the one hand, the small and medium enterprises with few talents and immature ideas will have the idea of leaving the domestic market because of the better operation of the foreign market than the domestic market. Even if a small number of enterprises want to adhere to it, they will not be able to change the situation of domestic sales at a time, and it will be difficult to survive. On the other hand, some large and medium-sized foreign trade enterprises, with the strength of abundant capital, resources and technology, have already tasted the sweetness of the domestic market, and will stick to two legs.

To this end, we first give some suggestions to those companies that are working in the domestic market.

First, we must establish a correct market concept, whether it is bosses or employees, to enhance the operation of the domestic market to the enterprise's development strategy level, attaches great importance to.

Second, enterprises should make long-term plans for their operation in the domestic market and carry out them step by step.

Laiwu Dongxing source food is an export enterprise mainly based on ginger products. After entering the domestic market, the enterprise set the first year as "learning period", mainly used to explore the domestic market and the construction of the model market, and then delineated more than ten cities to focus on the operation. At the same time, the team expansion will combine the airborne troops with the original enterprises, and there are benefits linked to each other, thus facilitating the teamwork and stability within the team.

Third, enterprises must identify their advantages and achieve mental docking with consumers.

A tuna canned export enterprise in Zhejiang, in the domestic market, relying on its own resources advantages, made products for children's leisure fish products, packaging also made the children's favorite starfish, dolphins, tuna and other forms, has been sought after by the market.

The benefits of fish products for children's growth are well known. The leisure of products in packaging form makes consumers more convenient to eat, thus promoting sales promotion.

Fourth, when foreign trade food enterprises are operating in the domestic market, if they are good at using external force, they can save many fumbling time and take a detour.

For example, seek professional research companies to conduct market research, find intellectual industry companies that are familiar with the operation of the domestic market, and help to formulate plans for market development, market operation and so on.

In addition, in the long run, it is unwise for those small and medium-sized enterprises to turn to the foreign market again. But from the perspective of the survival of enterprises, this is a specific analysis of the right or wrong. At least for them, it is a firm foothold to put the development on the agenda.

In any case, enterprises must have a long-term vision. The focus of future competition and the focus of development are mainly on the Chinese market, which accounts for a large proportion of the world's consumption. Enterprises do not attack the Chinese market. That means giving up a large share automatically.

Our proposal is to pay close attention to the development of the domestic market while keeping the foreign market in good play, so that we can keep pace with the times and keep pace with the domestic market.