Electronic Commerce,

Let enterprises have another way to export

The young Mr. Guo is the foreign trade manager of Shanxi Yuehua Window Decoration Co., Ltd. He graduated from school in 2000 and then worked in foreign trade in Shanxi Yuehua. Mr. Guo has been growing with the enterprise's foreign trade business for seven years. As an enterprise specializing in the production of shutter products, Shanxi Yuehua has achieved 100% export of its products, with an annual export value of more than 10 million US dollars.

Mr. Guo introduced the foreign trade expansion experience of Shanxi Yuehua in recent years.

Encounter e-commerce

"Our company was founded in 1980, and has a shutter manufacturing factory with strong equipment and advanced technology. After more than 20 years of development and accumulation, our enterprises and products enjoy a high reputation at home and abroad. Shanxi Yuehua has always been taking part in domestic and foreign exhibitions as the main channel to obtain overseas orders, and has left our presence in Frankfurt, Germany, Las Vegas, Hong Kong, Guangzhou and other places in the United States. But the exhibition also has shortcomings, For example, the cost is high, the time is short, and the enterprise investment cost is high. So we are looking for other and effective foreign trade expansion channels.

In 2003, I conceived the idea of using e-commerce to open up the second battlefield of enterprise foreign trade business on the network, and began to investigate several well-known B2B network platforms in China.

Later, a chance encounter at the Canton Fair made us make the final choice. At the Canton Fair, Alibaba's eye-catching orange exhibition booth attracted my attention. The service staff introduced Alibaba and 'Chinese suppliers' services in detail, which coincided with our idea of developing a network battlefield.

In June 2003, enterprise data and product information were uploaded to Alibaba International, and my colleagues and I began to pay attention to the unlimited business opportunities from the Internet.

At the end of the year, we received a total of 82 inquiries from buyers, but there was no deal. Alibaba's customer managers and VIP service personnel often pay a return visit to guide me and the salesmen to learn operating skills and master process specifications, which has improved our work efficiency.

In the face of no deal, the customer manager and VIP service staff also worried about us. I often say to them that we will not be discouraged or discouraged because every investment has risks and needs to go through the cultivation period of market and customers. It is a harvest to be able to understand the attention of global buyers and receive inquiries from buyers around the world. Moreover, due to the product relationship, even at domestic and international exhibitions, customers do not necessarily place orders immediately. Sometimes some big buyers will spend 1 to 2 years to understand and investigate us.

Online trade brings 270000 US dollars of foreign trade business to enterprises

In the first half of 2004, we received 142 valid buyer inquiries, and the Foreign Trade Department also increased to 4 full-time salesmen.

In June this year, we ushered in the first transaction. A British buyer signed a trial order of $100000 after two months of communication with us. After the delivery of the goods, we continue to ask the feedback of the products in the local market through email, understand his improvement suggestions, and provide customers with high-quality services.

Perhaps it is due to the accumulation in the first year that now I and the salesperson can well grasp the customer's demand points, and we quickly obtained a transaction value of 270000 dollars through e-commerce.

E-commerce makes enterprises mature

2007 is the fourth year of our cooperation with Alibaba. Compared with the previous two years, our application in e-commerce is more mature. This is mainly reflected in: before, we took getting orders as the first importance of online trade; Now, we attach great importance to the industry dynamics, product information and other information obtained from online trade, and can understand the direction of market demand, so as to determine the direction of product development, which is more important than simply getting orders.

We also found that there are many common marketing theories between online trade and traditional trade, such as the "28 principles", that is, 80% of an enterprise's profits are usually brought by 20% of its customers. Therefore, in online marketing, we must pay attention to the hierarchical management of customers, and put most of our energy on key customers, which will often achieve twice the result with half the effort. So how to do a good job of customer grading? After years of practice and from Alibaba's trade skills training meeting, we also summarized some rules:

1、 Classified according to the inquiry content. Judging from the content of the buyer's inquiry, we can judge the strength of the purchase intention. If the buyer only asks you to quote in a general way, such buyers will not have actual purchase behavior in a short time; If the buyer asks you to make a quotation for a certain product and asks you to provide more specific data, such as packaging, specifications, quality standards, port of arrival, etc., such inquiries must be taken seriously. This is likely to be a real buyer with purchase intention.

2、 Dare to give up. Some inquiries are too broad, which may be just a way for merchants to investigate the market situation. Don't be too optimistic that this is also a buyer's behavior. If you don't give up these too broad information, then just replying to emails every day will make you too poor to deal with and have no time to take into account more important business.

3、 Pay attention to the suggestions for product improvement mentioned by customers in the email. We can learn about the market demand of new products in the course of such mail exchanges, which is difficult to buy at a high price. "

At the end of the interview, Mr. Guo said: "Up to now, the orders obtained from the network have accounted for 20% of the company's total business. But we believe that with the strengthening of the globalization trend of network trade, we can obtain more and more orders and business opportunities from this battlefield.

E-commerce allows enterprises to have an effective way to export. " Guo Feng

 电子商务，

让企业多一条出口之路

   年轻的郭先生是山西悦华窗饰有限公司的外贸经理，2000年从学校毕业后来到山西悦华从事外贸工作，七年来郭先生与企业的外贸事业共同成长。作为一家专业生产百叶窗产品的企业，山西悦华已实现了产品100%出口，年出口额达到1000多万美元。
    郭先生介绍了近几年来山西悦华经历的外贸拓展之旅。
    偶遇电子商务
    “我们公司成立于1980年，拥有设备雄厚、技术先进的百叶窗生产工厂，经过20多年发展与积累，企业和产品在国内外享有较高的声誉。山西悦华一直以参加国内外展会作为获取海外订单的主要渠道，在德国的法兰克福、美国的拉斯维加斯、香港、广州等地都留下了我们参展的身影。但是展会也有缺憾，比如费用高、时间短、企业投入成本高等。于是我们开坮寻找其它的、有效的外贸拓展渠道。
    2003年，我萌生了利用电子商务在网络上开辟企业外贸业务第二块战场的想法，并开始考察国内几家知名的B2B网络平台。
    后来在广交会上的一次偶遇让我们做出了最终的选择――广交会上，阿里巴巴醒目的橙色参展台吸引了我的注意，服务人员详细地介绍了阿里巴巴公司和‘中国供应商’服务，这与我们开发网络战场的想法不谋而合。
    2003年6月，企业资料和产品信息上传到了阿里巴巴国际站，我和同事们也开始关注来自网络的无限商机。
    年底时，我们一共收到了82条买家询盘，但是并没有成交。阿里巴巴的客户经理和VIP服务人员经常进行回访，指导我和业务员学习操作技巧、掌握流程规范，提高了我们的工作效率。
    面对没有成交的遭遇，客户经理和VIP服务人员也替我们着急。我常对他们说，我们不会泄气、也不会灰心，因为每一项投资都存在风险，都需要经历市场和客户的培育期。能够了解到全球买家对我们的关注，收到世界各地的买家询盘，已经是一种收获。况且由于产品的关系，就算是在国内外的展会上也不一定出现客户马上下单的情况，有时一些大买家会用1到2年的时间来了解、考察我们。
    网络贸易为企业带来27万美元的外贸业务
    2004年上半年，我们收到了142条有效买家询盘，外贸部也增加到了4位专职业务员。
    今年6月我们迎来了第一笔成交，一位英国买家在与我们交流2个月后签下了10万美元的试单。交付货物后，我们依然不断地通过邮件询问产品在当地市场的反馈情况，了解他的改进意见，为客户提供了有优质的服务。
    也许正是由于第一年的积累，现在我和业务员都能够很好地把握住客户的需求点，我们很快通过电子商务获得了27万美元的成交额。
    电子商务让企业日渐成熟
    2007年，已是我们跟阿里巴巴合作的第四年，对比前两年，我们在电子商务上运用更加成熟了。这主要体现在：之前，我们把拿到订单作为网络贸易的第一重要性；现在，我们非常重视从网络贸易中获得的行业动态、产品资讯等信息，能了解市场需求的方向标，从而确定产品发展的方向，这比我们单纯拿到订单更为重要。
    我们还发现，网络贸易跟传统贸易有很多共性的营销理论，例如‘二八原则’，也就是说，一个企业80％的利润通常是由20％的客户带来的。所以，在网络营销中一定要注意客户的分级管理，把大多数的精力放在重点客户身上，这样往往会取得事半功倍的效果。那怎么样做好客户分级呢，经过这几年的实践以及从阿里巴巴贸易技巧培训会中，我们也总结出来一些规律：
    一、根据询盘内容进行分类。从买家查询的内容来看，判断出购买意愿的强弱，如果买家只是笼统的要求你报价，这类买家一般都不会在短时间内有实际购买行为；如果买家要求你针对某种产品进行报价，并要求你提供更具体的数据，例如：包装、规格、质量标准、到货港口等，对这样的询盘，一定要认真对待，这很可能是一个真正有购买意向的买家。
    二、敢于舍弃。有些询盘过于宽泛，这也许只是商家调查市场行情的一种方式，不要过于乐观地认为这也是买家行为，如果不放弃这些过于宽泛的信息，那么每天仅仅是回复邮件就会让你穷于应付，无暇顾及更重要的业务。 
    三、重视邮件中客户提到的对产品的改进的建议。在这类邮件来往过程中可以了解到新产品的市场需求，而这是花大价钱也很难买到的信息。”
    在采访的最后，郭先生说：“至今从网络上获得的订单已经占到了公司全部业务的20％，但是我们相信，随着网络贸易全球化趋势的加强，我们可以从这块战场中获取越来越来的订单与商机。
    电子商务，让企业多一条有效的出口之路。”郭锋 
    

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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