With weaker and weaker in foreign market, more and more export furniture enterprises turn to domestic market, beginning the stratagem of “walking with two lines”. However many export enterprises encounter a lot of puzzles, for example what are the differences between marketing at home and abroad, how to do in domestic terminal market, how to establish logistic channel in domestic market and how to control the preportion of export and domestic sale, etc. Reporter of this article is a man, who has rich experience in domestic sale, now he is the Director of China Marketing Department at Dongguan Yangchen Furniture Co., Ltd. Dongguan Yangchen Furniture Co., Ltd established its China Marketing Department in this June. After ex-preparation, the company pushed out new products A Home in the 20th International Famous Furniture Fair (Dongguan), which products are aimed at domestic market, and it also means the company turns to domestic market formally. The followings are the experience that is collected by reporter accumulating when working in domestic sale for many years and the practical activities for Yangchen Furniture recently, in which reporter analyzes some problems that can not be neglect when turning to domestic sale for export enterprises.

    Main difference between marketing at home and abroad

    Simplification in foreign marketing and complication in domestic marketing is the essential difference. Its difference directly embodies on export products are large quantity and their style are simplified which can not form matching series, marketing system lacks innovation, which just using unchanged situation to adapt changeable situation; but products for domestic sale are diversity and they are strong on matching, it is a long to receive order and to order with statistic analysis, domestic marketing system and service are in the continuous innovation and change that utilizing changeable way to adapt changeable situation. In addition, export enterprise just has to face foreign large-sized chain wholesalers, the enterprise does not need face terminal market, but in domestic market, the enterprise mainly faces franchisers, mainly aiming at retail, so the enterprise should face terminal market directly.

    It is important to do after-sale service in domestic sale

    Many export enterprises do not need consider the matter of after-sale service when doing export business, but in domestic market, it is very important to do after-sale service, because which embodies one enterprise’s strength and decides its popularity among consumers. When turning to domestic market, export enterprise should make sure it has complete after-sale service, so how to ensure offer perfect after-sale service? So the enterprise should begin with ensuring quality, and then in turn to make sure delivery, logistic service and terminal training of after-sale service timely and so on.

    To establish logistic channel in domestic market

    For export business, the logistic channel composes with logistic trade and applying to customs, there are not any special managerial items for one enterprise and it is simpler in comparatively; however for domestic logistic channel, it is more complex. To build up one enterprise’s domestic logistic channel must innovate from its structure, which can not finish with simple store and delivery, on the contrast the enterprise should set up customer service center that includes to receive order, sales planning, store, logistic channel at home and abroad and after-sale service and etc, only one enterprise has such service that can ensure its smooth of logistic channel.

    The mode of terminal market after turning to domestic market for export enterprises

    While turning to domestic market, export enterprises should complete service standard and enhance training, to consider more for clients with practical attitude and on the view of clients to suppose, which are the basic starting points for terminal market. Moreover on the position of the company, we should emphasize on the difference and abstract selling points and make sure purchasing guide to remember skillfully. On the mode of terminal market, to find a suitable franchiser to be the agent is better for the enterprise under present furniture situation and the whole economic situation, for the turnover in many direct selling shop of furniture brand is not ideal. To adopt the mode of league member help one enterprise to simply its management and reduce capital risk. However if the enterprise can not find an ideal franchiser and doesn’t want to abandon the market, the only choice for it is to open direct selling shops.

    To control the proportion of export and domestic sale

    In fact, such question does not exist that what is the proportion of domestic sale for export enterprises, because what the percentage is depends on what the power is for enterprises to do domestic sale. One export enterprise can not fully become domestic sale enterprise in one night, it need a process, maybe for two or three years, even five years or longer time.

    There are many problems when export enterprises turn to domestic market, in which the severest one is how to make sure the quality and delivery. It is a hard thing to change in production and it is also a bottleneck for the development, it is not right in specific brand marketing is also a big problem. To resolve this problem, one enterprise should make a common sense with professional manager. If one enterpriser still does not have the sense of in danger, the enterprise had better not turn to domestic sale; when the enterpriser just still considers export operation mode, that enterprise had better not do domestic sale.

    To turn to export when in low season of domestic sale

    Many enterprises do domestic sale will turn to export in low season, some of them are dong attaching brand business and some of them make low-profit products. One domestic sale enterprise does export business just wants to do not lose money or lose less and can keep workers, because to earn a living for hundreds of people or even for thousands of people is not an easy thing, specially in the background of this year. Therefore domestic sale enterprises are forced to receive foreign orders to release their pressure, which is also a way to reduce cost. Yangchen Furniture still does not need face such situation; no-profit foreign order is rejected.

    Seriation and added-value in domestic sale products

    Domestic market does not welcome simple products; it should make sure products’ seriation and persistence in domestic market. Nowadays, there is a new concept called “mixed one hundred”, which actually is “to combine freely”, reporter keeps same idea with it. Domestic sale products are not only need to be diversity, seriation but also should have mixed price, so that which can let products last long; even in the same series there must be low price, middle price, high-to-middle price or high price, which can actually attract consumers. To take an example, to buy a car, one brand has different displacements from 1.5 to 3.5, in addition different prices depend on different levels of decoration, which can receive high appreciation by consumers. Brand is the same, but some furniture enterprises always emphasize on high-end products and so called high added-value is a misunderstanding.