回归型企业的国门进入路径（The door to entry of returning enterprises）

1、回归型企业的国门进入路径（The door to entry of returning enterprises）In the early 1990 s, rapid economic growth of China be developed countries manufacturing industry the natural elysian fields of strategic transformation, a large number of multinational companies in Chinas strategic layout has given rise to a l

2、arge number of manufacturing enterprises in China, they become multinational company manufacturing industry chain upstream and downstream of the cluster members, or follow the multinational corporations of Chinas strategic layout, brand abroad sales products through a third party. The export-oriente

3、d production profit model of Chinese enterprises was born.But at the beginning of the 21st century, export-oriented enterprises began to return to the country in the first round of clothing, shoemaking and household appliances. The reason for the return is that export-oriented enterprises have reduc

4、ed their profits in the international market. With the strength accumulation of export-oriented enterprises, enterprises have capital to operate the domestic market.The second round began in the second half of 2008, when a financial crisis triggered by the us subprime crisis spread around the world.

5、 Because of the relatively independent financial system in China, the financial storm not fatal impact on Chinas economy, but Chinas market potential is tremendous, in theory as the foundation of enterprise return home.When a batch of exporters returned to China, they found that everything in the ho

6、me was new and unfamiliar: unfamiliar brand marketing concepts, unfamiliar customers, strange consumers.It is difficult to go abroad, but go abroad. What is the return path of a regression enterprise?Resolutely return to domestic market strategyExport-oriented enterprises return to the domestic mark

7、et, and company policy makers must have a firm return to the domestic market strategy. They must have a strategic preparation for three years to five years, or even five to eight years.Zhejiang ding xin electric appliance co., LTD., founded in 1987, is the first batch of original professional electr

8、ic water heater manufacturer in China, and has been producing for 23 years. In the 23 years of production history, the company has made the auto parts, electric water heater products export. In 2008, innovate the company began to return to the domestic market, because of its electric water heater pr

9、oducts export performance has been good, some members of the board of directors of the company to return to do strategic transformation of the domestic market is very dont understand, and the companys organization system is not suitable for the domestic market.To ensure the success of the companys s

10、trategic transformation. The chairman of the company came to Shanghai products company management co., LTD., and carried out a systematic corporate strategy transformation to discuss the implementation of the strategic transformation.The implementation steps of the strategic transformation of the co

11、mpany are as follows:1. Established a firm transformation from export-oriented strategy to domestic sales strategy. In order to convert this strategic transformation to the enterprise management personnel identity. Professional consultants of the companys board of directors, management of finance, p

12、roduction, technology, marketing and so on all the cadres and staff training, let them understand the meaning of company strategic transformation, and return to the domestic market strategy implementation steps.2. The company has formed a strategic partnership with Shanghai products. The company has

13、 assisted in the strategic transformation of the company with the help of foreign brain companies in the strategic management of the company.3, suitable for the brand strategy of enterprise transformation: rapid shaping brand awareness, positioning in the secondary and tertiary market, which is base

14、d on high quality products, suitable for the target market price, with high cost performance products rapid investment promotion, professional brand in secondary and tertiary markets.4. Detailed the budget for supporting the implementation of the strategic transformation of the company.5. Establishe

15、d a pioneering marketing team suitable for domestic market, and formulated a policy of encouraging performance appraisal.6. The board has pulled out a set of fixed funds for the building of corporate brand awareness, and supported the marketing team to exploit the market.7. Break the model of the or

16、iginal direct-selling model, establish a sales model based on regional agents, target the market in the second and third-tier markets, and avoid the primary market with high marketing expense.8. After initially opening the market with a water-storage type electric water heater, we will build a stron

17、g marketing network by joining the marketing method of sanitary ware living hall.9. After building a network of sanitary life pavilion, we optimized 30 percent of key customers, extended to other related product sales, made big sales, and created marketing premium.Through such intensive training and

18、 specific strategic transformation measures, the high - level thinking of the new company is highly unified, which guarantees the implementation of the strategy of regression.Build a good brandMany regressive companies ignore their own brands when they do international markets, and while exports are

19、 good, they are rootless. It is not easy to build a brand in the domestic market, where the brand plays a decisive role.According to the research of gourmet strategy brand marketing planning organization: China industry leading brand of 20 industries are the nineties of the last century, has not yet

20、 been born after 2000 have a national brand. In that year, it took three years to be a national famous brand, and total investment of over 30 million yuan. Now, it takes five to eight years to make a nationwide brand rolling total investment of more than 100 million yuan. Therefore, the regressive e

21、nterprises should have long-term brand strategy deployment.To determine the brand target, the brand temperament and the scarcity value of the mining brand is the premise to guarantee the strategic transformation of the export-oriented enterprises.Brand goal refers to the system planning of the time,

22、 vision, measure and input budget needed to create a brand.Brand temperament determines the positioning and personality of the brand, is it to be a noble brand, or a mediocre brand? Brand is like person, have brand sex characteristic, temperament, individual character cent, this kind of difference,

23、the combination decides the brand pedigree whether nobility, brand temperament whether sunshine.The scarcity value of a brand refers to a unique characteristic that is unique to a brand and that other brands do not possess or possess. Brand scarcity value has nurtured a brand unique culture and thou

24、ght, which is not copied by other brands. Enterprise has a good brand, after the industrial technology change, the new technology of additional products with strong brand support, will coruscate gives more powerful competitive advantage, quickly complete new technology products transformation. If th

25、ere is a lack of brand value, even with new technologies, it is difficult to quickly get a premium.The best strategy of brand marketing planning agencies to 20 Chinese home appliance enterprises of new technology and new/innovative products marketing track comparison found: companies with strong bra

26、nd support, the new technology products listed survival rate more than 71.54%; In the absence of brand support, the survival rate of new technology products is less than 20%. The main reason for the failure is not the lack of brand call ability.Rather, it is the slow entry of new technology into the

27、 market that has led to competition companies replacing it with newer products.At present in China occupy a line market of domestic electrical appliances enterprise, its manufacturing level and scale of production capacity can compete with foreign brands, but the difference of performance on premium

28、 products, are caused by the brand gap.The gap between brand awareness and soul loyalty is the difference between brand recognition and brand awareness.On the domestic market at present products and brands are in abundance excessive stage, in close to the market environment of product homogeneity, r

29、eturn to the enterprises to do a good job in the domestic market marketing, brand the most important thing is make great effort.Offer differentiated productsProduct competitiveness is one of the prerequisites for returning enterprises to do well in domestic marketing. Chinas manufacturing industry i

30、s very developed, and a large number of products can be made by social production or OEM enterprises.Serious product homogeneity is the cause of the price war, return to the enterprises to do a good job in the domestic market marketing, is critical to provide differentiated products, and domestic di

31、stributors and consumers to return to enterprises to provide differentiated products also have high expectations.Regression enterprises have experienced years of international standards, international vision and edification, product fashion, innovation, characteristics, integration in the new techno

32、logy, the patented technology, industrial design, has the advantage in such aspects as product quality, are also differentiated products, to create the basis of selling at a premium, is the biggest advantage of regression type enterprise.Emmett electric (shenzhen) co., LTD. Is an export-oriented ent

33、erprise, and after returning to the domestic market, it adheres to the boutique route, which has a strong r&d and design capability. Annual r&d investment accounts for 7% to 8% of sales revenue, and the industrial creative design team is staffed by more than 500 people. Although emmett began to ente

34、r the domestic market is difficult, but emmett adhere to high-end brand positioning, with first-class product production capacity and quality management for the brand, make emmett fan of the Chinese market the highest premium products. Emmetts tower airflow fan exports to nearly 100 countries in Eur

35、ope and the United States, and the profit margin is higher than that of air conditioners. Emmetts high-end electric fan market retails for $99, while the vast majority of Chinas exported air conditioners sell for $70 to $80.Technological innovation and integrationThe product difference is reflected

36、by the brand, and the other is through the technology.The innovation of product technology is divided into two categories, one is the research and development of new technology and the import; Another is the integration and replication of existing mature technologies. Products of technological innov

37、ation will lead to higher brand premium, especially the rise of a new category, because the new technology of category can bring great consumption value to consumers, but also give a brand enterprise with new growth space, this stage opponents into the small, inadequate competition, can obtain a hig

38、her premium. In a mature industry, integration and replication of mature technology, coupled with industrial innovation design, can also achieve a higher brand premium.Excellent export-oriented enterprises tend to be more advantageous in product technology integration than domestic manufacturing bec

39、ause of their larger global vision. After returning to the domestic market, zhongshan aist electric appliance co., LTD. Integrates existing mature technology and innovates a new industry.The company is an export-oriented company that exports biopurification products to Japan and South Korea, and Pre

40、sident qin xin, President of the company, studied in Japan for eight years. After many years in the export of biological purification food, Dr Qin Xin for domestic pesticide residue in fruits and vegetables products too much distress, he had a development of pesticide residue in lifting products, in

41、 order to improve the Chinese food safety vision.After returning to the market, the company has moved from exporting international market to domestic operation, from bio-purification to home appliance research and development. After three years grinding sword, ace integration of the company ozone a

42、mature technology, invented the wash dish ozone detoxification machines, the product won two of Chinas invention patent, 23 patents of utility model and appearance. Thus, a detoxification washing machine industry with a value of 10 billion yuan was born in China.The right product priceProduct price

43、is the key to guarantee the success of the returning enterprise in the domestic market. High product prices may enter the domestic market slowly; Low product prices lead to low marketing and brand premiums. The return type enterprise is suitable for the domestic market to adopt the high price to ent

44、er the market.Reason 1, good regression enterprise does not have real cost advantage. Because more small enterprises stage standard product price is lower than the return type enterprise.Second, the return type enterprise brand is not well-known, low price entry does not have the advantage, because

45、all small business products sell low.Excellent regressive enterprises should compete with low price products with high technological quality, integration of new technologies and products containing consumer culture. For example, zhongshan aulek electric appliance co., LTD., which produces heat water

46、 heater mainly to Western Europe. In 2007, aulek returned to China and was confronted with the disordered competition of low-quality products, low prices and unquality services of nearly 100 small enterprises in the industry.To get out of the jam, Aleck took three powerful steps:One is to choose the

47、 high cost of eng lai as 800 stainless steel water heater core components in the heating element material, heavily on the introduction of high strength of laser welding equipment technology, each product have continued through 3600 hours of life test.The second is to pledge to the national consumers

48、 that the one year new machine for the products of the thermal electric water heater will be used to challenge the industrys return of more than 30% of the products with extremely hard product quality.Three is and domestic outstanding brand store organization strategic partnership, powerful ability

49、of product innovation, technological innovation and strict quality control ability, comprehensively launched the imperial concubine series of lake water heater. The product has been successfully integrated with hyperoxygen technology, which has the function of tender skin, whitening and sterilizatio

50、n, and becomes the epoch-making product of hot electric water heater.Choose the right channelAt present, the domestic market is more commercial, and the distribution channel is more diversified. The resources of the regressive enterprises in the domestic market are very pale.The regression enterpris

51、e does domestic market to face the construction cost of a channel. The cost of building a channel is high. If we can build one or two large regional networks with the national chain of appliances such as suning and gome, the most conservative cost of the 200 terminal stores will not be more than 10

52、million. The construction cost of this huge channel makes many regression enterprises hard to bear.Because not only the capital investment is huge, but also a return type enterprise and the channel business state mutual adaptation process.The established business channels should have chimerism, that

53、 is, the sales channels of enterprise products and choices are chimeric and can be controlled. The channel industry is good again, must suit the enterprise, for the enterprise control. Suning and gome are the main channel of home appliance sales, but because the enterprises cant control, we have an

54、example of grees relationship with gome, cherry blossoms and suning.Zhejiang ding new electric appliance enterprises in the domestic market also faces the choice and control of the problem.The main products of ding xin are water-storage type electric water heaters, which have been concentrated in th

55、e last few years, and the marketable channels are limited to the national chain of suning and gome. But the new return to the domestic market, the brand awareness is not high, if with suning, gome cooperation, the early stage huge entry costs are difficult to bear, even if the sales after the market

56、 is not controllable. How to solve this problem?Innovate finally chose the part by means of the agent to enter the national home appliance chain channel sales, in addition to secondary and tertiary markets, to create innovate sanitary fashion house self-built channels to carry out the sales in the d

57、omestic market. Through this combination of channels, it is possible to establish a channel for yourself at a relatively low cost.Capital investment in the controlThe regressive enterprises have better capital ability than the local manufacturing enterprises, but because the regressive enterprises l

58、ack the experience of domestic market, they tend to be uncertain in the capital budget and investment. In order to avoid risk, the following methods can be used for regression enterprises to invest in assets.First, enterprises should do the best possible budget.Return type enterprise does domestic market need how much capital budget, before entering the market to be done as far as possible, do accurate, so that the chest has bamboo. The domestic market operation budget has two ways:The first budget law is based on enterprise management goal setting, such as production, sale