To do domestic trade, we must have our own brand, which requires both professional support and capital investment. Foreign trade enterprises often have no heart and used to do OEM work for foreign companies. The biggest difficulty lies in the channel and brand. It is not easy to establish a domestic marketing team and build your own brand.
2. Product design and intellectual property issues
Although many foreign trade enterprises have certain advantages in products, their designs, technologies, styles and even raw materials are made by foreign manufacturers, so there is an intellectual property problem when they are directly put into the market.
3. Differences in sales channels
For foreign trade enterprises, the domestic market is a completely unfamiliar field, with neither sales network nor familiarity with domestic consumer demand. China's foreign trade enterprises can no longer follow the order-based trade sales system of foreign trade when they turn to domestic sales. They must take the initiative to be brands and channels, and change from product providers to value providers. The channel construction of domestic trade market has high cost and long cycle, and foreign trade enterprises lack investment experience and psychological preparation.
4. Different sales methods
Because foreign trade is characterized by large batches and few batches, domestic trade is characterized by small batches and many batches, and foreign trade enterprises are very uncomfortable. Foreign trade and domestic trade are completely different business models, and the foreign trade team is not acclimatized to domestic trade.
5. Non-US dollar settlement issues
It is an effective way for enterprises to avoid exchange rate losses by using other currencies instead of US dollars for bargaining and settlement, especially RMB for direct settlement, which involves the adjustment of trading habits of buyers and sellers.
6. Risk differences in payment methods
Advance payment system and export credit insurance are widely used in foreign trade. However, in domestic trade, due to the high entrance fee, various miscellaneous fees and several months' accounting period, the risk is great, which increases the concerns of foreign trade enterprises. Financing and capital return, domestic trade is much more difficult than foreign trade, much slower and more risky.
Marketing from foreign trade to domestic trade will be a major change;
First of all, different customer markets, different needs and different positioning of core products.
Customers in the international market value quality more, while customers in the domestic market value price more. In this way, the product design, material selection, pricing and cost performance of the two markets will be different. In this case, the marketing advertisements of search engines like Google AdWords are placed in two different markets at home and abroad, and the choice of keywords will be completely different.
The selection of keywords should be closely related to the core positioning of products and the preferences and needs of local customers. Keyword bidding is also closely related to product pricing and coverage. So these details will adopt different strategies according to needs.
Secondly, the working hours of customers in different countries at home and abroad are different, which leads to completely different time periods of marketing advertisements.