回归型企业的国门进入路径（The national enterprises enter the regression path）.doc

回归型企业的国门进入路径（The national enterprises enter the regression path）At the beginning of 1990s, economic growth has become a natural paradise China manufacturing industry strategic transformation in developed countries, a large number of multinational companies in the strategic layout of China spawned a large number of China manufacturing enterprises, they become cluster member multinational companies downstream manufacturing industry chain, or follow the strategy of multinational companies China layout, through third party brand products go out of the country sales. Chinese enterprises "export-oriented production profit model" was born.But in the early 21 world, export-oriented enterprises began the first round to return to the domestic clothing, footwear, household electrical appliance enterprises. Return to reason is export-oriented enterprises in the international market to reduce sales profits; with the accumulation of export-oriented enterprise strength, enterprise capital operation of the domestic market.The second round of regression began in the second half of 2008, the U.S. subprime mortgage crisis caused by the financial turmoil around the world. Because the China financial system is relatively independent, the storm did not cause a fatal impact on the China economy, and China market consumption potential, become the basis for the return of domestic enterprises in theory.When a batch of export enterprises "to" Chinese, but found everything in the house is new and strange: brand marketing concept, the strange and unfamiliar customers, unfamiliar to consumers.The country is hard, but the country will enter. Return path to return to enterprise is what?The firm return to the domestic market strategyExport oriented enterprises return to the domestic market, the company decision-makers have determined to return to the domestic market strategy, there must be a stick to 3 years 5 years, or even 5 years 8 years of strategic preparation.Zhejiang Dingxin Electrical Appliance Co., Ltd. was established in 1987, is the first batch of original Chinese type enterprise specializing in the production of electric water heater, has been 23 years of production history. In 23 years of production history, the company has done Dingxin auto parts, electric water heater products export. In 2008, the company began to reform and return to the domestic market, because of the electric water heater products export performance has been good, some members of the board of directors of the company strategic transformation of the domestic market of regression is not understood, and the companys organization system is not suitable for the domestic market.In order to ensure the success of the companys strategic transformation. The chairman of the company came to Shanghai little Enterprise Management Limited, discusses the strategic transformation of the company system, the two sides finally reached a consistent strategic transformation implementation plan.Reform of the company strategic transformation implementation steps are as follows:1, the establishment of a firm from exports to domestic sales strategy. In order to the strategic transformation of enterprise management staff identity. The professional consulting organization of the board of directors of the company, finance, production, technology, sales department and other members of management cadres of staff training, so that they understand the companys strategic transformation, and return to the domestic market strategy implementation steps.2, reform of the company and Shanghai slightly formed a strategic partnership enterprise with brain companies in the strategic management level, to assist the reform of the company strategic transformation.3, for the development of enterprise brand strategy: build brand awareness, located in the two or three level market, with high quality products as the basis, for the development of the target market prices, rapid investment in cost-effective products, specialized brand market in two or three.4, with the support of budget reform of the company strategic transformation implementation measures.5, establishing a suitable for the domestic market development marketing team, formulate incentive policies for performance evaluation.6, the board will pull out a fixed amount of funds for enterprises to build brand awareness, marketing team to develop the market support.7, breaking the original direct selling mode, to establish regional agents as the center of the sales model, to two or three level market as the target market, to circumvent the high level of market marketing costs.In 8, the initial water storage type electric water heater market opened, and then to the "bathroom living museum" join the main marketing mode, build a powerful marketing network.9, in the "bathroom living museum" is building the network, optimize the 30% key customers, extending to the sales of other related products, expand sales,Create marketing premium.Through the intensive training and strategic transformation of specific measures in the reform of the company high-level thinking highly unified, ensure the implementation of the strategy of regression.To create a good brandMany enterprises ignore its own brand of international market return, although export performance is good, but it is "no root operation". The domestic market, brand plays a decisive role, but to build a brand is not easy.According to the need for strategic brand marketing planning agency: at present Chinese appliance industry 20 industry leading brands are the last century was founded in 80s and 90s, after 2000 is not the birth of a national brand. That year, with 3 years to do a national famous brand, a total investment of about 30000000, and now a well-known brand of rolling a total investment of more than $100 million, 5 to 8 years time. Therefore, enterprises have to return to do the domestic brand long-term strategic deployment.To determine the brand objectives, brand temperament, mining the brand "scarcity value" is a prerequisite to ensure the export regression of enterprise strategic transformation.Brand goal is refers to the enterprise of the time required to create a brand, system planning, vision measures and budgets.Brand temperament brand positioning and personality, is a noble brand, or mediocre brand? Brands such as brand, appearance, temperament, personality, this kind of difference, determines whether the noble lineage comprehensive brand, brand temperament is the sun.The brand "scarcity value" refers to the difference of other brands a unique brand, do not have or not have the character. The brand "scarcity value" gave birth to a brand culture and unique ideas, other brands can not be copied. The enterprise has an excellent brand, when the industry technology change, new technology products have added a strong brand support, will have a more powerful competitive advantage, the rapid completion of the new technology product conversion. If the lack of brand value, even if there are new technology products, it is difficult to quickly obtain premium.The best strategy for brand marketing planning agency has 20 Chinese local household electrical appliance enterprises new technology or innovation product marketing tracking comparison: there is a strong brand support force of the enterprise, the new technology products listed on the survival rate of more than 71.54%; and the lack of brand support enterprises, new technology products listed on the survival rate of less than 20%. Through research and analysis, is not the main reason for the failure is the lack of brand appeal, but the new technology products into the market slowly, lead to new products to replace the collapse of enterprise competition.At present in domestic market occupy first China household electrical appliance enterprises, its manufacturing level and production scale and foreign brands can compete, but the performance in premium products, the gap is caused by the brand gap.Here is the brand gap between "brand awareness" and "spiritual loyalty" gap,At present, the domestic market of products and brands are in abundance over the stage, in the homogenization of products to the market environment, return enterprises to do the domestic market marketing, the most important is to make great efforts to do brand.To provide differentiated productsThe competitiveness of products is one of the prerequisites for regression to the domestic market marketing enterprises. Manufacturing Chinese is developed, a large number of products can be produced by social production or manufacturing enterprises, product homogeneity is serious.The homogeneity of products is the cause of price war, return enterprises to do the domestic market marketing, to provide differentiated products is very important, while domestic vendors and consumers to return type companies to provide differentiated products also have higher expectations.Return type enterprise experienced vision of international standards, international experience and influence, has the characteristics of fashion, product innovation, technology integration in the new, patented technology, industrial design, product quality and other aspects have advantages, but also manufacturing base to create differentiated products, sales of premium, is the biggest advantage of regression type enterprises.Airmate electrical (Shenzhen) Co., Ltd. is an export oriented enterprise, after the return to the domestic market, adhere to the fine line, the company has strong R & D and design ability.The annual R & D investment accounted for sales of 7%8%, a team of creative design industry personnel reached more than 500 people. Although Emmett started to enter the domestic market is difficult, but Emmett adhere to the high-end brand positioning, with first-class production capacity and quality management brand, to become the highest premium market China Emmett fan products. Emmett "tower airflow fan" exported nearly 100 countries, profit rate of air conditioning products. Emmett fan export market for high-end retail price of $99, while the vast majority of Chinese exports of air-conditioning sold $80 $70.Technology innovation and integrationThe product difference by one brand to reflect, on the other hand embodied by technology.Technical innovation of products can be divided into two categories, one is a new technology development and introduction; the other is the integration and reproduction of the existing mature technology. The products of technological innovation can bring high brand premium, especially a new category of rise time, because the new technology create a category will bring greater consumer value to consumers, but also to the brand enterprises in the new growth space, this stage rival into much, competition is not sufficient, can get a higher premium. In a mature industry, integration and replication of mature technology, coupled with the industrial design innovation, also can get a higher premium brand.Excellent export-oriented enterprises because of the larger global vision, in the integration of product technology often has more advantages than the domestic manufacturing industry. Zhongshan Aisite Electrical Appliance Co. Ltd. after the return to the domestic market, the integration of existing mature technologies, creation of a new industry.Loveforest company is to Japan and South Korea export market of biological purification of export-oriented enterprises of food enterprises, President Dr. Qin Xin studied in Japan for eight years. In the export of biological purification of food for many years, Dr. Qin Xin for domestic fruit and vegetable pesticide residues in excess of distress, he had a discharge of pesticide residues of products, to improve food safety Chinese vision.After returning to the market after the inspection, Aisite companies turn to domestic business, from food to household appliances R & D biological purification from the export international market. After three years of grinding sword, Aisite integration "ozone" which is a mature technology, invented the "ozone detoxifying vegetable washing machine", the product won Chinese two invention patents, 23 utility model patents. The birth of a 10 billion yuan output value and the vegetable washing machine industry in China.Appropriate priceThe price is the key to ensure the return type of business in the domestic market strategy success. The high price of the product may enter the domestic market slowly; low prices lead to marketing and brand premium is low. The high price of the market for regression type enterprises in the domestic market.One reason, excellent return enterprises do not have real cost advantage. For more small enterprises "stage standard" product price enterprises lower than regression.Reason two, regression type enterprise brand awareness is not high, the market at a low price does not have the advantage, because all products are low-priced sales of small enterprises.Return type of excellent enterprises should compete with low price products to high quality, new technology, technology integration implies the consumption of cultural products. For example, Zhongshan oulaike Electric Appliance Co. Ltd, the water heater and its production are mainly exported to Western europe. In 2007 China encountered oulaike regression, industry hundreds of small enterprises of inferior products, low prices, high quality service and disorderly competition interference.To get rid of the plight, oulaike took three strong measures:One is to choose the higher cost of yinggelai 800 stainless steel as the core components of the water heater heating materials, high strength heavily in introducing laser welding equipment technology, each product will continue through 3600 hours of life test.The two is the commitment to the consumer, oulaike electric hot water heater products "a year baohuannewmachine", with excellent product quality to challenge the industry up to 30% more maintenance return.The three is a strategic partnership and domestic outstanding brand brain mechanism, play a strong product innovation, technological innovation and strict quality control,The full launch of oulaike "Royal" series of water heater. The successful integration of superoxide technology, delicate skin, whitening and sterilizing functions, become instant water heater epoch-making product.Select the appropriate channelsAt present, the domestic market of commercial activities increased, sales channel structure diversification. Return type enterprises in the domestic market of commercial channel resources very pale.Return to enterprises to do the domestic market facing cost to build a channel. At present the construction of a channel of co