21 MarProvincial SME Bureau Choose 10 Yiwu enterprises to play the brand in the United States
In fact, Zhu Yanjun is a strong representation. Zhejiang is an exporting province, since the reform and opening up in 1978, the province’s average annual export growth rate in more than 30%, but can not be ignored is that export growth declined. Why this happens? Including Yiwu, Zhejiang small and medium enterprises, most of the OEM and own brand exports less than 10%, so the profit is low.” The Provincial SME Bureau Director Chen Haijiang thinks outward up to more than 65% of the Yiwu market, to continue to maintain the strong momentum of growth and fat profit margins, brand building is imminent.
Individual SMEs to expand their markets overseas is too costly, too difficult, it is best group attack, so this time we come to Yiwu, is to pick 10 business delegation to the United States to play the brand, and we have found a good ‘ground’, to help strangers in a strange U.S. market do research, product demonstrations, mail, call forwarding. “Chen Haijiang revealed that as early as 2010, the Zhejiang Provincial Government and the United States rich The Dayton Group, signed a framework to help SMEs to go overseas, specifically is in the the Flushing Queens Crossing mall, opened up the area as Zhejiang brand products (United States) promote base, but also provide services for Sino-US business services.
U.S. gift market is growing, Commodity another face to go out
This activity led by the Provincial SME Bureau is also known as “green card” program in Zhejiang Province. So, what kind of small and medium enterprises can participate in this program?
“We launched this program in order to expand exports, to help businesses control costs and risks, to expand their markets overseas, and enhance the team competitive, and ultimately to build Zhejiang collection brands, so that let “made in ‘Zhejia”’ stand out from the ‘Made in China’.” Chen highlight the brand value of “Zhejiang”, it is necessary to establish the typical, redraw the industry map, such as Shaoxing is the “tie city” show in front of the American, Yiwu is a “Gift city. ”
“The concept of gift is very broad, Yiwu, jewelry, crafts, towels, scarves and other, minor revision in the design and packaging, they can become a beautiful gift, so that not only the profits can be significantly improved and more conducive to branding. “Fulton Group, director of marketing Xi Lisha flying Yiwu, also brought the latest market analysis for U.S. gift industry associations. The report shows that since the September 11 attacks, Americans more and more attention to the emotional interaction between people, in the past only in major festivals and friends birthday gifts, but now just the same as Asians, promotion, moving, give birth to children all need gifts. Chen Haijiang said that the U.S. gift market is growing, for Yiwu, this is a rare opportunity.
Go out and stay down, to be familiar with Americans’ spending habits are compulsory
However, foreign markets and domestic markets are very different preferences, needs, many companies also had a wall to expand overseas market, such as Yiwu Yifan Commodity Co., Ltd., began to get involved in the field of foreign sales in 2005, the fist time to exhibitors in Frankfurt, Germany, bring the various types of products but not a foreigner to buy, from 2005 to 2007, three years, foreign trade has been in operating at a loss. Later, Zhu Yanjun found they have product positioning problems.
“In fact, do enough homework, these problems are avoidable, for example, Zhe Jiang Lvqing bamboo Technology Co., Ltd. charcoal towel on QueensCrossing mall, but Americans generally believe that towel size is too small, the company only widen the towel lengthened by several centimeters, the product is recognized by the U.S. market.” Fulton Group General Manager of China Xu Masakichi Yiwu said to business owners about the details determine success , a lot of Yiwu business owners were enlightened, and have invited him to the factory, take a look at the “American vision”.
“What kind of products are sale good in the U.S. market? Our SMEs have to have a good preparation before going out, do not get out, go around and went back.” It is understood that Yiwu Zhejiang Province is the third station of the “Green Card” program, the same as the first two stations, Shaoxing, Jiaxing, Yiwu there are many good quality products, but lacking in the specifications, packaging and other details. Xu Masakichi thought know American spending habits is an important breakthrough Yiwu small and medium enterprises to open the U.S. market.