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Chinese Exporters Urged to Implement "Go Global" Marketing and Communications Strategy
They now need to move aggressively to seize emerging opportunities in international markets
By: PR Newswire
Nov. 6, 2012 01:25 PM
BEIJING, Nov. 6, 2012 /PRNewswire / -- On October 25, renowned marketing expert Kevin Huang gave an presentation entitled "Foreign Trade Marketing Enters an OCM Era" at the Canton Fair International Market Forum where he called on companies that are looking to establish their own channels and brands in overseas markets to learn the needs of and create value for international customers. Given the trend that consumers no longer simply trust hard advertising, he told these companies to implement a "go global" strategy, using news media as a communications channel to effectively build their brands.
Huang pointed out that amid the globalization of competition in international markets, Chinese exporters need to challenge traditional international brands in their respective fields as part of their transformation and upgrade. Strategically, they must shift their focus to creating customer value while establish overseas channels. In order to create customer value, they need to develop close relationships with customers to better understand their needs. After analyzing the emerging opportunities in international markets, Huang urged Chinese exporters to be proactive in reaching out to potential customers in what he termed a "go global" marketing strategy rather than just waiting for opportunity to knock.
According to the latest data provided by the Ministry of Commerce of China, approximately 20 percent of the country's foreign trade firms have successfully developed their own proprietary brands through their own efforts, as compared to 10 percent ten years ago. The firms reported exports accounting for 11 percent of the country's total. The country's automobile, machinery, shipping and certain labor-intensive industries have made breakthroughs with their proprietary brands.
Huang said that overseas consumers and users are more likely to choose products that have already attained a certain level of brand recognition, while, at the same time, taking into consideration the products' price-performance ratio. In addition to product quality, design and value-added improvements, Chinese firms have already learned how to promote their own products and brands by studying the methodologies used by world's major players, and by applying this knowledge, they will be able to get double the result with half the work.
Commenting on the overseas promotion efforts of Chinese firms, Huang spoke of PR Newswire, a professional news release distribution organization with a media distribution network covering the entire globe. He explained that PR Newswire is able to quickly deliver a firm's news and other relevant content to overseas media and audiences, providing Chinese firms with a channel to efficiently, cost-effectively and quickly gain brand recognition along with acceptance of the brands by overseas audiences. Compared to other marketing methods, communication through news releases and related content goes a long way in enhancing trust in brands by overseas media and audiences, and as the important part of any comprehensive international marketing strategy, is increasingly valued by marketing and communication professionals at export firms.
Kevin Huang comes from Shanghai Globao Marketing Co., Ltd., and has rich international practical marketing experience. He is frequently invited to speak at large forums across China.
Subtitled "Sharing the insights and experiences of efforts by companies at branding and expansion of trade channels", the international marketing forum at this year's Canton Fair provides opportunities for exhibitors to create a customized brand, analyze market environment, exchange marketing knowledge and expand market vision. Speakers at the forum also include Simplicity CEO Roman Y. Goronok and International Enterprise Singapore group director for planning Lee-Khoo Wee Lin.
Shanghai Globao Marketing Co., Ltd (www.globao.com.cn) is the first inland company that provides training and consultancy to foreign-trade companies in China. It runs a very unique business model by charging service fee based on the increase of annual sales his clients finally achieve.
Since 2005, Globao has trained over 120 China leading companies including Sinopec, Cherry Auto, Seahorse Auto, Midea, Galanz, Sunon Office Furniture and etc, and provided consulting service to many of his clients to successfully help increase their sales revenue from less than USD10 million to over USD50 million.
The two books, Export Marketing Practice and Export Marketing Strategy, published by Globao Marketing are quite famous and popular in the market.
Tel: +86-21-6871-3680 (line 4)
SOURCE Shanghai Globao Marketing Co., Ltd.
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