Interpretation Of How China'S Home Textile Enterprises Really Go International

< p > Jiangsu Sai Cheng International Group's "European textile center" was officially opened. The 3 year old project has finally been officially opened. It is conceivable that the preparatory work in the early stage is numerous and complicated.

Interview with Wang song, the vice president of Sai Cheng International Group and general manager of the European textile center in Germany, a few days before opening, he could feel that he had confidence in the opening of the new center, and was excited by a glimmer of expectation.

< /p >

< p > > a href= "//www.sjfzxm.com/pioneer/" > Wang song < /a > can be regarded as an expert in "going out". He has been stationed in Eastern Europe and Africa for a long time.

In his view, "going out" will encounter many difficulties. However, any difficulty can not be separated from a single word, and it can sort out the problems of customers, employees, local governments and the masses.

< /p >

< p > < strong > Customer: the most effective way to talk about quality is < /strong > < /p >

< p > ETC is the textile brand registered by SiC international in Germany. Currently, it sells mainly home textile products, and has opened a sales display center of about 800 square meters, and its production links are still in China.

Wang Song said that the biggest problem encountered in Germany is the development of customers.

First of all, because Germans are very conservative, it is difficult for them to accept new suppliers and new brands.

In addition, in many German buyers who do not understand the situation, "made in China" is equivalent to cheap and low quality. The image and public image of China made abroad are not ideal.

Wang Song said: "this may be related to the domestic textile enterprises have always focused on the low-end market such as South Africa, and in order to compete for resources, the price war has something to do with it.

But in Germany, enterprises are fighting for quality, and Sai Cheng dares to enter here, which means that the company has excellent products.

In order to prove to buyers that there are good products in China, we can only visit them in person and let them see for real. "

< /p >

< p > Wang Song said that before the European market was not the focus of international development, the "European textile center" failed to rely on the advantages of the group to accumulate old customers, but completely started from scratch.

To his delight, after more than half a year's trial operation, ETC has accumulated dozens of customers, including some large chain supermarkets.

Wang Song said that developing new customers is an essential skill for enterprises to survive overseas.

< /p >

< p > < strong > employees: localization is very important. < /strong > < /p >

< p > at present, the "a href=" //www.sjfzxm.com/news/index_c.asp "European textile center < /a" has only 8 employees in Germany, 6 of whom are German employees.

Although the number is small, the proportion of expatriate staff is very high.

The idea of ETC is localization. The localization of people is the most fundamental and profound localization. With the expansion of business, enterprises will attract more local employees.

< /p >

< p > the advantage of employee localization is that the language is accessible and the local culture is understood, so that it can better communicate with customers and understand the needs of customers.

Similarly, for a company with a high degree of localization, local customers and consumers are also more receptive.

After more than half a year of trial operation, ETC has constantly adjusted its patterns to find out suitable styles for local consumers.

This is closely related to local staff assisting designers in investigating local culture.

ETC has prepared about 10 thousand sets of products during the trial operation period, and the purchasers are all well received, and have been recognized by local consumers.

< /p >

< p > but the higher the degree of localization, the higher the cost of enterprises to spend.

Due to the purchase of land by the SAIC Group in Shh Ho, Germany, the company does not need to pay rent, and labor costs become the biggest operating cost.

Wang Song said that the wages of overseas employees are 2~3 times higher than that of the domestic ones, and the cost of other labor is 6~8 times higher than that of the domestic ones.

For example, a professional photographer abroad needs to pay a high fee for photographing and decorating office environment and exhibition hall.

< /p >

< p > Wang Song also said: "since employing overseas labor force, we must act according to local rules and regulations.

For example, there are many holidays in Germany, and employees do not have the habit of working overtime on weekends. As employers, employees can not occupy the rest time of employees to work overtime, but in the face of a tight schedule, how to coordinate their rest and work really needs some brains. "

< /p >

< p > < strong > government: cultural concept must be identified < /strong > /p >

< p > for the first overseas a href= "//www.sjfzxm.com/news/index_c.asp" > Chinese enterprise < /a >, it is easiest to "acclimatise" when meeting with the local cultural idea. Germany can be said to be one of the countries with the highest rules and regulations in Europe, and Wang Song's evaluation of the local government is a step by step.

"Like dealing with local employees, we need to respect their cultural beliefs when dealing with local governments.

In the eyes of many Chinese enterprises, the German government is slow to handle things. In fact, the German government is a service-oriented government, and the process is very simple. They only focus on impartial actions and step by step. They will not be dragged or hurried. Therefore, enterprises are anxious not to plan ahead, and strictly follow the local rules and regulations and work rhythm.

Wang Song said there are many cultural differences like this. Chinese enterprises need to do as the Romans do.

< /p >

< p > in fact, most overseas governments are very welcome for Chinese enterprises to invest.

ETC is very friendly with the German government in Germany. The governor of the state will attend the opening ceremony of the "European textile center" to rally the business.

Maintaining good relations with local governments can not only help enterprises establish their image, but also have access to relevant customers.

Wang Song said: "as long as the business is really investing, the local government will usually give it a hand."

< /p >

< p > no matter whether to recruit local employees or to pay taxes to the government, it will lay a solid foundation for enterprises to gain local government goodwill.

ETC has designated January 18th as an open day for citizens, and welcomes local residents to visit their showrooms.

In fact, ETC is a wholesaler rather than a retailer, and does not need to be directly oriented to German consumers. "But in order to establish a good brand image, it is very important for enterprises to integrate into local society."

Wang Song explains this.

< /p >