Domestic textile machinery companies should grasp four key points to explore overseas markets
From June 1st to 4th, the Turkish International Textile Machinery Exhibition (ITM2016) was held at the Istanbul International Exhibition Center. The exhibition attracted China Hengtian Group Co., Ltd., Jinlun Card Clothing (Jiangsu) Co., Ltd., Wuxi Hongyuan Mechanical and Electrical Co., Ltd., Changzhou Hongda Technology Group, Changzhou Tonghe Textile Machinery Manufacturing Co., Ltd., Jiangyin Huafang New Technology Research Co., Ltd. The company, Guangshan White Shark Card Clothing Co., Ltd., and many other domestic first-line textile machinery and equipment manufacturers participated in the exhibition. In a situation where domestic textile machinery manufacturers are deploying in the international market, ITM provides a rare opportunity for Chinese textile machinery companies to enter and explore the Middle East and European markets, and to recognize and consolidate new and old customers. Many domestic textile machinery companies have made careful preparations to showcase their latest products at ITM2016 and also received orders.
Since this year, more Chinese companies have appeared at various foreign textile machinery exhibitions such as the Bangladesh Textile Machinery Exhibition, the Vietnam Textile Machinery Exhibition, and the Indonesian Textile Machinery Exhibition. The enthusiasm of textile machinery enterprises to participate in foreign textile machinery exhibitions reflects the current urgent desire of enterprises to go global, and the good order results also reflect the progress of domestic textile machinery and encourage textile machinery enterprises to accelerate the pace of exploring the international market. However, industry insiders also said that in order to go global, in addition to participating in various foreign textile machinery exhibitions, domestic textile machinery companies must also do more in terms of products, services, finance, etc.
Actively participate in exhibitions and gain wide recognition
In recent years, more and more Chinese textile machinery companies have followed changes in the market situation and set their sights on overseas markets. Participating in textile machinery exhibitions is a major way for domestic textile machinery companies to strengthen contact with foreign customers. At the 13th Bangladesh International Textile and Garment Industry Exhibition held in January this year, the number of Chinese textile machinery companies participating in the exhibition increased compared with previous years. There were 35 companies participating in the Jiangsu textile machinery industry alone. At the Indonesian Textile Machinery Exhibition held in May, more than 100 domestic textile machinery companies participated, with an exhibition area of nearly 1,600 square meters.
Actively participating in various foreign textile machinery exhibitions has enabled domestic textile machinery to gain wider recognition. Changzhou Tonghe Textile Machinery Manufacturing Co., Ltd. brought compact spinning frames and roving frames to the Bangladesh Textile Machinery Exhibition. According to Wang Xiaodong, deputy general manager of the company, Tonghe products have been highly recognized by Bangladeshi customers. This year Tonghe has participated in textile machinery exhibitions in Bangladesh, Egypt, Vietnam, Indonesia, and Turkey, and will also participate in India, Pakistan, Uzbekistan, and the China International Textile Machinery Exhibition and ITMA Asia Exhibition in October. Cui Guisheng, chairman of Tonghe Company, said that 2016 is the year of export-oriented transformation for Tonghe. By participating in exhibitions, especially overseas exhibitions, it will strengthen its efforts to develop the international market. The goal is that the company’s export sales will account for 30% of sales within three years.
Facing the domestic and foreign industry situation in recent years, Wuxi Siplan Air Jet Loom Manufacturing Co., Ltd. has unswervingly followed the export-oriented path. This year, it participated in 5 exhibitions held in Bangladesh, Egypt, Vietnam, Indonesia, Turkey and other countries. Basically, they bring prototypes to the exhibition. Company chairman Ding Chaoying’s experience is that the “boss + prototype” exhibition model has been Siplan’s magic weapon in opening up markets overseas in recent years. At present, Siplan has opened markets in Vietnam, Indonesia, Brazil and other countries.
Jiang Jianjun, deputy general manager of Changzhou Far East Textile Machinery Co., Ltd., said with deep emotion that the current price competition in the domestic market is fierce, while the profit margin of international orders is higher. He said that he would speed up the pace of going global and strive to participate in more overseas exhibitions.
Grasp the four key points to develop overseas markets
Zhu Baolin, chairman of China Textile Machinery and Technology Import and Export Co., Ltd., analyzed that in 2016, affected by the global economic downturn, the global textile market was in an overall downturn. A more reasonable global allocation and international production capacity transfer will become the textile industry. The mainstream of industry development. For China’s textile machinery industry, it is the right time to explore the international market.
At the same time, Zhu Baolin said that international market development requires strong analytical judgment and control capabilities, as well as continuous investment in capital, technology, human resources and other resources, and cannot be achieved overnight. He believes that textile machinery exports should grasp the four major focus points: policy, products, services and finance.
First, the advancement of the “Belt and Road” construction will bring more opportunities to China’s textile machinery. Judging from the situation in 2015, due to the superimposed influence of the “going global” policy and the relocation trend of the textile industry, China’s textile machinery exports have a relatively obvious growth trend. In 2015, the total exports of textile machinery products exceeded imports for the first time.
Focusing on the country’s strategic concept of “One Road, One Belt”, China’s textile machinery enterprises must seize the opportunity, conform to the trend of the times of peace, development, cooperation, and win-win, actively participate, strengthen international cooperation, integrate industry resources, and accumulate resources for further development. stamina. Enterprises should conduct in-depth research and discussion on specific projects, strive to use the support of national policies, and seize key markets, key customers and demonstration projects.
Second, pay attention to the technical content of the product. The textile industry has developed from labor-intensive in the traditional sense to technology-intensive, with increasing scale and automation. When investing in textile companies, they no longer only focus on the initial stage of the project.Instead of paying more attention to the cost consumption in the production process, more and more attention is paid to the speed, energy consumption, labor and other factors of textile machinery, and the sensitivity to price is gradually decreasing. In the past, the cost-effectiveness that Chinese companies valued most, especially the price advantage of products, is no longer very obvious. Products with high speed, large capacity, low energy consumption and less labor will have increasing market competitive advantages.
Third, use Internet thinking to improve the overseas after-sales service system. Establishing a complete after-sales service system is an important factor in ensuring continued growth in sales. Further improve after-sales service, actively promote the construction of a localized after-sales service system, and promote sales with service.
Actively explore B2B community business methods, promote the deep integration of industry and the Internet through business model innovation and e-commerce platform construction, and use “Internet +” to accelerate the transformation and innovation of service methods, establish a professional, reliable, and honest corporate image, and strive to To become a truly international enterprise.
Fourth, actively explore financing solutions to promote business growth. Maintaining close contact with relevant banks and “China Sinosure”, exploring a variety of business and financing models, and making breakthroughs in financing terms, relevant rates, etc. will help promote the transaction of textile machinery export projects. Use modern financial means to avoid risks in all aspects and through multiple channels, actively carry out cross-border RMB settlement under trade items, strive to achieve a balance in import and export trade, and avoid exchange rate risks.
Zhu Baolin suggested that textile machinery companies should actively participate in domestic and international cooperation, including upstream and downstream cooperation in the industrial chain, cooperation between production companies and circulation companies, cross-industry cooperation, etc., give full play to their respective advantages, integrate resources, and join hands to “go global” ” Only by jointly exploring the international market can we improve efficiency and achieve win-win results.
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