Sunday, January 15, 2012

Rambler: Face up to demand of abroad channel profit

Accept abroad order, exit is abroad do not represent opened overseas market, own own brand but the company that overseas takes low to carry a line also does not have distinction with low dumping, move toward overseas market truly, want to hold mainstream channel of place and market namely, compete with the stage with international mainstream brand.



Depend on such exit concept, rambler sound box is in the Europe with high-end bristly product the market, put the bar in photograph adjacent to go up together with the high-end acoustics product of a lot of Europe, on the acoustics market of Denmark, Italy, France, rambler has ascended body market has before 3 of rate, the Argentina that is in South America, Brazil is to make leader brand more.



Industrial design establishs a bodymemory card digital cameras



"Enter abroad mainstream channel and market, need builds the brand that has height. " this is limited company of science and technology of hair of Beijing love heart (rambler of the following abbreviation) president Zhang Wendong decides to march the first judgement when overseas market.



Build high-end brand image, zhang Wendong chose the strategy that industry devises. 2004, zhang Wendong used 3 years of ability to dig come the presiding stylist that the famous stylist inside course of study thanks Xiao Guang to hold the position of rambler. From now on the product of rambler begins thoroughly remould oneself, show bright poor dissimilation and individuation.



Industry designs one of two big heart that are promotion of accepted current product competition ability. A survey shows federation of American industry design, industry designs every to invest 1 dollar, sales revenue will raise 1500 dollars. "I come rambler did not do what thing basically the first year, considering all the time how to break through high-end brand. Final the market that we took a fancy to a poor dissimilation, that is multimedia acoustics domain. At that time, have a fever market of class acoustics Hifi is saturated with each passing day, MP3 rises abruptly quickly, how can secure MP3 in the home, through acoustics transmission goes out, this is a rising market, later of computer popularize those who brought multimedia sound to grow more quickly. " Xie Xiaoguang says.



Was certain market of this one poor dissimilation, rambler chooses to be a method with industrial design, undertake high end is broken through. Presiding stylist of B&O of famous acoustics brand protects the product that rambler has seen in the acoustics brand shop that Louis once was in Denmark greatly, but all the time incredibly the hand that this is out China stylist, he heads for CES to exhibit on a special trip accordingly meet and tierce visits rambler to exhibit a stage, final, what the products plan of rambler got this global tip stylist is sufficient approbate.



IT expert, " computer signs up for " Zhang Xiaoming of deputy chief editor points out, rambler regards breach as design innovation, "The design is first " be " China is created " a kind of new pattern, create a company for China especially the route that broad medium and small businesses takes own to innovate was offerred draw lessons from and experience.



  The society eats local meal



Had excellent pr dog stairs best buy oduct quality, it is how to march subsequently abroad mains dog crates large breed tream market. The choice of rambler still is abroad representative, but the path that its accept or reject, differ completely with domestic company however.



plantronic wireless headsetGo with domestic company abroad ginseng exhibits the end that basically seeks order to differ, the sole purpose that rambler exhibits to abroad ginseng is to seek overseas agent. "A lot of agents are in exhibit what rambler sees on the meeting to have a brand oneself ' Edifier ' the unique design that the sort of delegate wears the product to did not come and high grade craft, show cooperative interest, but the condition that we do not promise the other side immediately, record the detailed information of next the other side however. " Zhang Wendong says.



Next, rambler can send a person to inspect the actual condition of every agent in detail to this country, choose an agent finally to make sole agent trade of place through be being evaluated integratedly. "The level that we choose a sole agent is more slashing, but once the other side of make choice of is met sufficient trustful the other side, more resource that rely on them to be in place and relation will develop the channel of this locality. More resource that rely on them to be in place and relation will develop the channel of this locality..



In rambler, zhang Wendong asks every want to learn to eat local meal above all to abroad employee, "The first pace that this is the culture outside feeling a country " , zhang Wendong feels to respect the other side adequately only, be good at listening attentively to, the station considers an issue on the footing of the other side, ability can stimulate the motive force that starts them. For example, some take an amount not quite also unprofitable product, but place has demand, rambler or meeting support, such practice makes local agent very satisfactor dog stairs for bed y.



Besides the hair esteem d most popular selling dog stairs vd discovery from the heart the other side, give the other side more accredit and space, zhang Wendong feels to allow each class medium of communication the stability that the profit with due gain just can maintain channel. This also is one of apparent features of abroad channel. "Edifier can sell higher price in local market, and still can be accepted by consumer, s dog crates large strong uch each class channel are OK gain gain, they just are met more the goes pushing you product of exert to one's utmost, if you always want to cross a lot of channel to supply terminal continuously, with respect to the channel value chain that can break place, harm the interest on a lot of chain, bring about likely in those days the result that Spain burns city of lukewarm city shoe. Bring about likely in those days the result that Spain burns city of lukewarm city shoe..



   Exit American market



Rambler introduced an international to sell a group 2006, international holds water to sell a center in Hong Kong, establish a group by the Englishman, the selling manager of internationalization of invite applications for a job, monitoring of the market promotion of the outskirt region that is in charge of dividing China, United States, Kor dog stairs ea and South America, content shedding, channel is extended wait for function, operate the whole world directly for the center with Hong Kong the market of each places.



Extend an international market with the foreigner, zhang Wendong says frankly this experience is acquired from Japanese and Korean body. Zhang Wendong sees in internationally exhibit on the meeting, no matter be of day of look forward to or Han look forward to,exhibiting is the Europe beauty of all of one suit on the stage, very few and native person, in be developed in channel management, market after all and negotiating, abroad personnel has natural advantage, native land person has their setting, communication ability and negotiation capacity very hard.



"Compose establishs the sale group of an internationalization, let use same language, the sale personnel that has same culture setting and thinking pattern is in charge of communicating in place, such, rambler is OK with the rightest kind, roll out the product that accords with local market demand, I think this also is the sale means of optimization. " Zhang Wendong says.



Develop through overseas market of nearly 10 years, rambler has been in 80 countries and area registered the whole world international brand " Edifier " , built sale network.



Be in decision-making before whether entering a market, rambler can study deep this market, look to whether be put in entered chance. For example the acoustics market with this American the biggest whole world makes covet of a lot of brands, but the market of this American unifinication, channel by a few large shopkeeper r dog crates large best buy ig, like Woerma, 100 think of buy such tycoon shopkeeper to often can follow a supplier to sign very slashing contract, once cannot offer goods in time to be about to suffer fine of a huge sum, some suppliers can be arrived to close down by amerce even, in addition the Zhang that the supplier also wants to be able to suffer 3 months period, this is general in little supplier is very difficult importunate.



"The decision after we evaluated the actual strength of oneself abandons American market, we see Taiwan company one billow of one billow fall in these retail tycoons before, these lessons tell us, we play not to rise. " but rambler still found Radio Shack such shopkeeper, they can pay rambler L/C, be equivalent to cash collaboration, the 5500 chain store that such Radio Shack chose 5 products of rambler to be in the United States undertakes exclusive and monopolistic. Later, this enterprise adjusted strategy, cancelled letter of credit, to reduce risk rambler decisive abandoned American market.



But in Europe, southeast Asia on such diversity market, because shopkeeper is opposite more dispersive, rambler be able to in the mainstream channel that the force of agent of have the aid of enters these markets, the Italy that is in Europe, Denmark, France can be mixed even the brand puts top acoustics together to reveal.



To the internationalization of rambler, most popular selling dog crates large what Zhang Wendong feels and unlike imagines is so complex, can the manner with esteem, study, confluence, the global user that goes facing demand of setting of different district, different culture, different consumption, the group that this locality turns goes running local market to be able to reduce a lot of needless troubles.

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