Nike Six domestic exports do not meet
As human resource costs, raw material cost advantages, low-cost, low-price used to be China's export enterprises to compete in the international market advantage. In the economic globalization, the world's flat in the process of resources, these advantages are gradually reduced, the advantages of low price at any time a new role, China has become the once and for all this advantage is no longer a "killer."

nike shoes produced in southern China, the price is several times more expensive than the same; the same process in Shenzhen and is directly sent to the major shopping malls in Shenzhen of clothing, because signs are different pricing on far too small; Sony from a factory in Shanghai 37 U.S. dollars each to buy a radio, attaches its own label, changing hands, we sold a more than 80 U.S. dollars ... ... this time, we can truly understand the role of brand strength to compete.

Industrial enterprises so, food companies also do so. In particular, domestic resources more flattened, more and more resources had been shared. Its main competition will exist between the enterprise and business reputation of the gap, that is, the brand and the brand to compete in the competition between each other, only strong brands will emerge in the future by war, and occupied the absolute market share.

Resources are used to explore the market by the export enterprises, for competition to the brand change at a loss and non-adaptive, but also the failure of a number of important aspects of enterprise transformation.

The lack of marketing team

In the radius of contact with many foreign trade of agricultural enterprises, many of the real person responsible for domestic sales are only one or two less, and some even a few years ago started the expansion of domestic business, but the marketing personnel responsible for domestic sales only two or three, almost Or copy the foreign trade companies, export declaration of the set of external business model.

Domestic and international markets a thin legs, a Tuicu, which is almost a common problem of foreign trade of agricultural enterprises.

The domestic market environment is very complex, each regional market and channel conditions are not the same, only a few people to play by phone, fax, distributors, consumers do not pay for. If it is the development of the domestic market as a strategic direction to develop, then at least in human resources and marketing organizational structure to make in place. No suitable, professional, experienced marketing team as a basis for the conduct of any business are all style and no substance.

Product wrong way

The export of agricultural enterprises is no doubt that product quality to meet very stringent export inspection standards, is very difficult. But good products do not necessarily have a market.

In the radius of the brand marketing agency clients served, there is a large ginger export enterprises. The production of ginger, ginger is very popular in Japan, accounting for half of Japan's sushi ginger. Is one such product in a time when domestic sales are flat response once the danger of facing delisting. Radius of taking over the enterprise, the first carried out a lot of market research. Found that consumers have a general understanding that ginger is very common, very familiar things, such a common thing to use such a high price to buy, he give a good reason! Faced with this problem, promptly adjust the direction of radius of institutions, according to domestic consumers at this stage of the pursuit of health regimen, a big fuss in the product positioning, product line a little improvement, to become able to meet new people to eat health elements. A market, that is, to great acclaim.

There is also a more common situation, many enterprises are mainly export raw materials or semi-finished products, there is a transformation of the idea for the domestic market, we can not wait to develop products on the most important position. That the first, and products in order to find the market. This is also a lot of companies holding a painstakingly designed the product but not the reason why the market.

The nature of the product to meet market demand, and only know how to work behind closed doors do not understand the market will inevitably end up Game No One Played. Only first understand the market demand, enterprises can be targeted and avoid detours.

In short, foreign-based transformation of agricultural enterprises is a historical necessity, while the domestic market is not out of reach, so long as to see the road, and passed the direction of innovation and marketing, professional development, integration and win-win to China to become Created in China, there is nothing wrong.

Author: Fangyuan Brand agency, general manager of LI Ming, China's well-known Shi Zhanpai brand marketing experts, representatives of non-traditional planners, Beijing Fangyuan general manager of brand marketing agency.Shade sail"Brand made in the strategy mode", "Brand 3.0 times", "character marketing" those who carry the flag, known as "the future of marketing leaders," is a visiting professor at Tsinghua Foods CEO Seminar. Mr. Li Mingli in agricultural industrialization, agricultural brand-building, regional specialty brand marketing, aquatic products marketing, features crafts and many other areas of marketing, has a profound insights, especially good for enterprise status, to provide the most targeted brand marketing real programs to help Enterprise Wen Li Ming-Xian Jian, Fast Implementation of brand promotion and profit improvement. Hailed as "features brand-building experts."

Founded in 2002 Beijing Fangyuan brand marketing agency, is the first study of the industrialization of agriculture, characteristic brand building professional institutions in order to "innovative and practical services" is known, has worked for Imperial Food Park, Beijing, Shandong Xin-wei grain and oil, Shandong Dongxing source, in the mountains out, Shandong US crystal, Hebei Jinfeng, Hebei Long Run, Hunan Ke-Ming, Shenzhen refreshing good, Inner Mongolia Plateau Lu, Beijing Golden Louis, Tianjin Limin Condiment, Yunnan and cat duo miles, Hangzhou to send the wild, Tianmuhu head casserole, Fujian sea of new food and well-known enterprises in China in recent 100 full text marketing consulting services. A professional, real, more effective, widespread confidence to win customers.