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How do export lighting companies successfully transfer their domestic sales strategies?
The common characteristics of the export-oriented lighting enterprises in the domestic market are: large production capacity, strong production capacity, high efficiency in supply chain integration management, stable long-term customer base, stable profits and high standardization of operation. However, with the acceleration of the international integration competition pattern, the export profits have become increasingly thin in the competition, and the follow-up force of competition has been decreasing year by year. Haier Zhang Ruimin said: "Do not do domestic instability, do not do foreign is not strong." Domestic large-scale export lamp enterprises have completed the accumulation of funds and technology in the long-term market experience. From the long-term development, it is an inevitable trend to return to the domestic opportunity to create its own brand. On the one hand, the concentration of foreign lighting industry is high, the domestic lighting industry is in an excessively competitive situation, the concentration is low, and the secondary integration of the industry is imminent. On the other hand, external factors have accelerated the integration process in the domestic lighting industry. The slowdown in exports has made the domestic market increasingly competitive. Uninterrupted "anti-dumping" and the appreciation of the renminbi will reduce the profitability of exporting light enterprises. The competitive situation and the magic of industrial profit sources have forced exporting light companies to think strategically: "How to switch from export to domestic sales" Inflection point proposition. Concerns about “eight major changes†1. The transformation of product manufacturers to brand operators; 2. The transformation from single production management to comprehensive resource management; 3. The transformation from single order production enterprises to multi-brand marketing enterprises; 4. International industry word-of-mouth communication The transformation of domestic integrated marketing communication; 5, the relative standard process of the international market environment to the absolute complication of the domestic market environment; 6, the relatively single demand of foreign customers to the domestic customer demand for multiple varieties and small batches of time is absolutely Diversified transformation; 7. Internationalized “foreign gun†(standardized operation) to localized “earth cannon†(multi-change operation); 8. Management career formatter decision-making style to boss-centered sensibility strategy wisdom decision-making style The transformation. Ten “Thunder Zone†warnings 1. Extremely focused on strategy, while ignoring strategic response and adjustment. 2. Overconfidence, dogmatism, and the regularization of regular military practices in foreign countries to guide and operate the domestically complicated “field army†city. 3, tactical confusion, insufficient prediction of the domestic market dynamics. 4, the weapon theory, that the product is good, it will be able to do a good job in the city, 5, manic disease, thinking that it is very powerful in foreign countries, so it will be equally powerful in the country. 6, talent confusion, "foreign gun team" to play "earth war", export talents to do the domestic market, the lack of system knowledge structure for the export of talents to domestic sales of the reasonable allocation of knowledge, over-reliance on local industry, "airborne soldiers", superstition Local foreign monks will chanting. 7. Operate the domestic informal market with formal management tools from abroad, and lack localized system effective marketing management tools. 8. The market strategy decision-making combination is unreasonable, and the structural deviations of the application of intelligence, strategy, and advertising companies, such as media, consultants, and advertising companies, affect the effectiveness of decision-making. 9. Pay too much attention to the past experience of existing competitors, but not deep research on the market and focus on the future. 10. The “bringing style†of the marketing model introduces the so-called international advanced marketing model, and does not integrate and innovate a set of marketing models suitable for the domestic market.