Both domestic and foreign trade is the future trend of the times, while domestic exports in the process of change, brand building is a long-term project, the channel construction is the top priority. Today, the export situation remains grim, Europe and the United States and other overseas orders significantly reduce economic efficiency of enterprises gradually decline, in order to seek new living conditions, many companies develop their sights on foreign markets the domestic market.

    How big domestic market capacity? Even experts in the relevant market can not provide authoritative data. Anta president has repeatedly outside Ding Zhizhong said, “export of domestic shoe market is none other than Eastern Europe, South America, such sales do not add up to big chinese market.” To this “sufficiently large” slice of the market in those SMEs in rural as the base and gradually spread to a “encircling the cities” line, in particular to seize the Li Ning, Anta, 361 degree brand campaign beyond the 34 first-tier cities market, such as the northeast, Shandong, Shanxi, Hebei, Shaanxi and other northern markets and Yunnan, Guizhou, Guangxi, southwest of the market. According to dealers, said: on a street while selling the same germplasm, different brands of shoes have a dozen stores, so competition is very fierce.

    Do the greatest advantage is large for export, less style, suitable for mass production. For example, export of the production process, and more will adopt lean (fast line), normally a day for each worker can produce 6-8 pairs; Er domestic shoe production Ze completely different because many orders of Pi Liangshao style characteristics the efficiency of domestic production caused by shoes do well short of the standards for export. Generally per person per day to produce only 3-5 pairs. Footwear workers are generally paid by piece-rate payment methods, so if the factory still maintain the same profit, the workers will inevitably reduce the bonus, which would seriously dampen the enthusiasm of the production workers.

    Everyone says strong Dongguan shoe manufacturers, but is still largely dominated by oem, further is odm, up obm (brand manufacturer) and ocm (channel manufacturers) little. This has resulted in domestic sales in Dongguan shoe or shoes to export the main trend. But we have not thought about, in fact, itself a popular conspiracy? Because the seller to use a popular selling point, forcing people to constantly engage in consumption. In this regard, the footwear industry in Dongguan is obviously insufficient, as most of the manufacturers in the domestic shoe production process is modeled on the overseas trend, the production of materials, mostly in processing materials and parts for export of shoes, so Debu to the recognition of domestic consumers.

    Foreign orders made before the temptation of easily many millions of foreign trade enterprises are unwilling to accept the domestic small orders, because large orders do not have a small order of scale, but small orders also allow enterprises to earn less, so the habit of deep pockets of foreign trade enterprises develop, initiate Thousands of tens of thousands of domestic orders are dismissed. However, the small and scattered are the characteristics of domestic sales, large companies appear to rely on sales volume are many dealers scattered small orders piled up. Foreign trade enterprises in the country at every turn if you want to accept more than one million orders, waiting for them will be disappointed. To do the domestic market, enterprises must recognize this reality, companies can only get thousands of tens of thousands of small orders is possible to get large orders.

    Foreign trade enterprises, the leadership team of the inertia of thinking is the primary obstacle to the development of the domestic market, do not remove this trade empiricism of the leadership team of the blind development of domestic markets can not succeed. Therefore, the ideological transformation is the transformation of foreign trade enterprises to the team’s top priority. Thinking of restructuring is not a simple word problem but on their own in the market, new understanding of the opponents of a process.

    Therefore, competition homogeneity, high operating costs of the brand, shoe inner impetuous these “stumbling block” is the shoe need to be cleaned up.

    Development of domestic sales, but also respond to national shoe industry, more and more serious barriers to trade a good way. With strong brands and R & D, together with a channel shoe all-round expansion of sales channels. But so many companies about is the high operating cost of the brand. Just do export markets reflects the characteristics of the factory, while the domestic market must reflect the characteristics of the brand. Brand shoes and apparel in the country to set a cost at least 70 million yuan. In addition, the brand set up and need to continue to invest in the future to be maintained, often beyond the scope of rival investment.

    Turn domestic exports, in the end how to switch?

    1, changing the business philosophy

    Processing enterprises and production and sales oriented business philosophy, way of thinking is completely different and processing enterprises will be no visibility, no brand, but the production and marketing enterprises can not; processing enterprises can not consider the market and consumer changes, only by order production can, but the sale has to be market-oriented enterprises and consumers as the center, which is processing enterprises and enterprises of the fundamental difference between sales. Therefore, an export oriented domestic enterprises, it must first occur on the business philosophy of qualitative change, and began to study to learn the Chinese market, consumer research, research brand building, marketing research.

    2, changes in organizational structure

    Switch to domestic export enterprises, organizational structure should be improved. For transformation of Qi Ye may have contributed the most basic marketing department, sales department, planning department did not, not to mention that people should switch to domestic sales, we must adjust the corporate organizational structure and operational management mode, building the basis of sector, the first perfect internal structure to ensure a smooth transition and successful business operation.

    3, transforming the market model

    Exporters only need to win before a large number of foreign orders, according to a single process can, and now is not the case, not only to capture a large number of “orders” (dealer’s order), but also open up the terminal consumption, the concept of brand guide the consumer demand, and only open up the logistics and consumer demand Renduermo move, to make successful business transformation. Previously only one was necessary for processing, but now different, to consider what 模式 open up the market, to think through Shimequdao to distribute products, to conduct studies on ways to promote products, channels Dazaopinpai with the problem and so a series .

    4, work plan, a new land

    Switch to domestic export enterprises, many of the responsible persons may be confused, since start, how to do it, do not know, because it is forced by current situation, had no choice, select the domestic market of the road, it had not been contacted, but also no experience, how do?

    The key to the domestic market where? Enterprise business model is changing! From trading enterprises (BtoB), transformed into brand-based business (BtoBtoC, or BtoC), never brand to brand the process is by large customers, trade business model to the system, fine marketing model change from manufacturing, cost control, productivity, quality and other advantages to the brand, marketing, product and other advantages of the change. For export enterprises, whether the transition is clearly aware of the change in business model, the decision is the key to the success of business transformation.

    Enterprises must have a clear understanding of the brand relative to the type of domestic-based export trade is very complicated. First of all, products need to do is to right path, which involves product design and research of customer needs, first of all to find their own customer base; second to have the sales channel, allowing their customers to buy their very convenient products, this involves the product of channel construction, and life style of customer groups; also be a good marketing promotion, so customers can better understand their products and are willing to buy, which involves the product marketing planning, advertising, etc.; also have to cope with the product after-sales service; more important to do this well, is needed is a system, so it needs a team, and team-building, is not easy, and the need to time of tempering.