The Government's "Green Card" Plan &Nbsp Helps Foreign Marketing Of Home Textile Enterprises.

"Why is our profit going to be so thin as our products go out? Because we are not autonomous. brand marketing Most of them are OEM To produce or to go out through middlemen. " The day before yesterday, the cold wind outside was shaking, and the Zhejiang independent brand of the small and medium-sized enterprise bureau went to the overseas large-scale on-site activities (ShaoXing Railway Station), but the atmosphere was warm. Reporters found that more than 100 enterprises who came to participate in the exchange activities accounted for nearly half of our county enterprises.

Although the work was very busy near the end of the year, I heard that there was such an activity. Zhang Jianlan, head of the foreign trade department of Shaoxing Xiao Xuan window limited company, came to attend. "Xiao Xuan window room" has been involved in export sales since 2003. Although the proportion of home textile exports has accounted for more than 9 of the company's output, most of the distributors are through middlemen and have little contact with American customers. Profit margin Lower. "Going out is our company's development strategy. How to develop its own brand marketing abroad has always been the focus of our thinking." Zhang Jianlan felt that the information at the exchange conference was very inspiring for her to develop her own brand in the European and American markets. Marketing Many strategic decisions are provided.

Home textile is an important part of the textile industry in our county. There are more than 700 existing enterprises, including 70 enterprises above Designated Size, and 32 billion 500 million yuan in sales last year. At the beginning of the development of the home textile industry in our county, Shaoxing's home textile regional brand was publicize frequently in the form of "group participation". However, like many manufacturing in China, limited by overseas information sources, marketing power, technical support and capital, the "going out" of our home textile brand in recent years is also difficult. Many enterprises still stay in the low efficiency production and operation state of "OEM" for OEM production.

To solve this problem, this year, the provincial government formulated the "green card" plan for SMEs in Zhejiang Province, laying an international green channel for the development of enterprises and providing opportunities for docking with more large US dealers. The target brands set up in Shaoxing are Home textile brand 。 Prior to this, Huzhou Anji's bamboo fiber products have achieved remarkable results in marketing in the us through this way.

Experts attending the meeting believe that our county's home textile industry has developed through many years and has strong strength in product research and development, and has formed advantages such as regional industrial clusters. There are many advantages to carry out its own brand marketing in the United States.

"The establishment of the promotion base is aimed at helping Zhejiang brand products expand their exports to the United States, control their marketing costs and risks in the United States, enhance the competitiveness of Zhejiang brand groups, and eventually create a" Zhejiang made "collection brand. The head of the provincial SME Bureau said that Europe and America are in China. Trade barrier More and more unfavorable factors such as RMB appreciation and so on are all testing the weak nerves of small and medium-sized enterprises. The market strategy without independent brands and low price marketing has come to an end.

Zhang Lifen, general manager of County Huaxin dyeing and finishing Co., Ltd. thinks that it is not enough for enterprises and products to go out. It is also necessary to directly face consumers in the United States and other countries through independent brand marketing, so as to achieve higher profit margins. To achieve this goal, it is not enough to rely solely on the strength of an enterprise. It is necessary for the county's home textile enterprises to "embrace a group" and gather brands to carry out marketing. The green card scheme of the provincial government has provided them with a rare opportunity.