原文

摘錄自4月27日香港《文匯報(bào)》：直面關(guān)稅挑戰(zhàn)，外貿(mào)企業(yè)積極開拓國內(nèi)市場、拓寬內(nèi)銷渠道。在上海多個線下展銷現(xiàn)場，不少外貿(mào)企業(yè)不僅帶來外貿(mào)優(yōu)品積極實(shí)現(xiàn)產(chǎn)品推介，更與國內(nèi)消費(fèi)者面對面，了解國內(nèi)消費(fèi)偏好，開拓未來發(fā)展空間。

多個外貿(mào)企業(yè)負(fù)責(zé)人表示已迅速調(diào)整策略，加大內(nèi)銷力度，並將借助展銷、展會以及線上平臺等多渠道，擴(kuò)大品牌知名度，為國內(nèi)消費(fèi)者帶來優(yōu)質(zhì)產(chǎn)品。

「我們的市場版圖覆蓋了美國、俄羅斯、法國、德國等八十多個國家。美國市場大約在我們的外銷市場中佔(zhàn)比50%左右，近期美國關(guān)稅政策導(dǎo)致我們的外銷業(yè)務(wù)受到限制，所以我們立即更新了策略，馬上對接多個平臺，例如這次參加的大潤發(fā)『外貿(mào)優(yōu)品中華行』上海場試銷活動，我們帶來了五十多個品類的產(chǎn)品，在第二天就已有三十個品類產(chǎn)品售罄，效果極佳，後續(xù)我們還會繼續(xù)補(bǔ)貨並積極與國內(nèi)消費(fèi)者溝通，拓展內(nèi)地市場?！挂晃煌赓Q(mào)企業(yè)負(fù)責(zé)人這樣說道。

鑒於國際關(guān)係變化可能給企業(yè)帶來影響，未來將進(jìn)一步調(diào)整業(yè)務(wù)布局，「我們旗下有多個炊具品牌，以往在歐美國家銷售情況都非常不錯，但因?yàn)槊绹P(guān)稅政策的影響，近一半的外貿(mào)業(yè)務(wù)已經(jīng)暫停，所以接下來，我們會加大國內(nèi)市場的布局，將外貿(mào)產(chǎn)品與品牌帶到國內(nèi)市場來，同時考慮拓展歐洲、東南亞等其他國際市場?！?/p>

此次線下展銷會，該企業(yè)帶來的眾多產(chǎn)品直接售罄，不得不向倉庫補(bǔ)貨供應(yīng)，「線下展銷會出乎意料地好，國內(nèi)消費(fèi)者對於我們帶來的外貿(mào)商品的接受度很高，因?yàn)槲覀兤髽I(yè)旗下有多個品牌，原本以為國內(nèi)消費(fèi)者未必了解，但通過與他們的接觸溝通，我們知道了他們的喜好偏好，一些鐵鍋、電飯煲產(chǎn)品甚至供不應(yīng)求，所以接下來我們會繼續(xù)通過類似的展會拓展外貿(mào)品牌知名度，拓展國內(nèi)市場。」

而在上海環(huán)球港出口商品展銷會現(xiàn)場，首批入駐展銷會的十餘家外貿(mào)企業(yè)及商場合作品牌企業(yè)憑借「同源同價(jià)」的出口品質(zhì)商品，吸引大批市民駐足選購。

上海一家日用製品公司的副總經(jīng)理表示，此次特意帶來了受到年輕人喜愛的可愛造型保溫杯產(chǎn)品，「我們擁有自有工廠與研發(fā)團(tuán)隊(duì)，通過此次展銷活動，我們將更接近國內(nèi)消費(fèi)者，拓展更符合內(nèi)銷市場年輕人喜好的產(chǎn)品，以滿足不同消費(fèi)群體的需求?！?/p>

據(jù)透露，公司外貿(mào)銷售額佔(zhàn)總訂單量約五成，其中美國市場佔(zhàn)比約20%，在當(dāng)前嚴(yán)峻複雜的國際貿(mào)易形勢之下，目前企業(yè)發(fā)往美國的訂單已全部暫停。由於企業(yè)此前主要承接外銷大訂單，銷售模式與內(nèi)銷存在差異，企業(yè)也需要通過線下展銷會進(jìn)一步適應(yīng)國內(nèi)市場偏好，「以前我們有布局過國內(nèi)的線上市場，但線下市場相對較少涉及，所以此次特意參展了線下展銷會，希望能夠近距離觀察國內(nèi)消費(fèi)者的喜好，目前我們國內(nèi)倉庫內(nèi)還有待發(fā)貨或被迫取消訂單的40,000個美國訂單保溫杯，面對高額關(guān)稅實(shí)在難以負(fù)擔(dān)，『出口轉(zhuǎn)內(nèi)銷』正在成為我們企業(yè)的發(fā)力點(diǎn)?！?/p>

來自青島市的一家公司在展銷會上同樣帶來了拳頭產(chǎn)品「裕鮮舫」野游大黃魚。受到關(guān)稅影響，該企業(yè)下定決心擺脫單一外貿(mào)市場依賴?！肝覀円殃懤m(xù)將黃魚賣到中國臺灣省高端商超和東南亞市場，此外，『裕鮮舫』也計(jì)劃盡快入駐外賣平臺?！乖撈放粕虾^(qū)域銷售負(fù)責(zé)人表示，這是品牌今年首次參與展銷會賣貨，希望通過參與線下的對接會，進(jìn)一步拓展內(nèi)地ToB與ToC市場。

「上海環(huán)球港出口商品展銷會」主辦方月星集團(tuán)副總裁表示，此次展銷會計(jì)劃持續(xù)舉辦至五一假期之後，「如果當(dāng)前區(qū)域外貿(mào)企業(yè)飽和後，我們還將繼續(xù)拓展區(qū)域支持外貿(mào)企業(yè)在場內(nèi)擺櫃枱、設(shè)攤位，且這些場地均免費(fèi)，集團(tuán)還將安排專人專班對接更多企業(yè)報(bào)名?！?/p>

Foreign Trade Enterprises Expand Domestic Sales Channels

譯文

Facing the challenge of tariffs, foreign trade enterprises actively explore the domestic market and broaden domestic sales channels. In many offline exhibitions and sales sites in Shanghai, foreign trade enterprises not only brought foreign trade products to promote their products actively but also met with domestic consumers to understand domestic consumption preferences and open up room for future development. The persons in charge of several foreign trade enterprises said that they have quickly adjusted their strategies to increase domestic sales and will use multiple channels such as exhibitions, fairs and online platforms to expand brand awareness and bring quality products to domestic consumers.

"Our market covers over 80 countries, including the United States, Russia, France and Germany. The U.S. market accounts for about 50% of our export market. Recently, the U.S. tariff policy has caused restrictions on our export business, so we immediately updated our strategy by connecting to several platforms. For example, in the Shanghai test marketing event of RT-Mart's "Foreign Trade and Excellence in China Tour," we brought more than 50 categories of products. On the second day, we sold out of 30 categories, which was a great result. We will continue to replenish our stock and actively communicate with domestic consumers to expand the mainland market," said a person in charge of a foreign trade enterprise.

Given the impact that changes in international relations may have on the enterprise, the business layout will be further adjusted in the future. "We have several cookware brands under our umbrella, and in the past, sales in Europe and the U.S. were outstanding, but because of the impact of the U.S. tariff policy, nearly half of the foreign trade business has been suspended, so in the future we will increase the layout of the domestic market, bring foreign trade products and brands to the domestic market, and at the same time consider the expansion of other international markets, such as Europe and Southeast Asia."

At the offline fair, the enterprise brought many products directly sold out and had to replenish supplies to the warehouse, "the offline fair was unexpectedly good; domestic consumers for us to bring the acceptance of foreign trade commodities is very high because we have several brands under the enterprise, originally thought that the domestic consumers may not be aware of, but through the contact and communication with them, we know their preferences , and some iron pots, rice cookers and even the supply of products is not enough to meet the demand. So we will continue to expand our foreign trade brand awareness and domestic market through similar exhibitions."

At the Shanghai Globalport Export Commodities Fair, the first batch of more than 10 foreign trade enterprises and cooperative brands of the shopping mall stationed at the fair attracted many people to stop and shop with their export-quality commodities of the same source and the same price. The vice general manager of a daily-use product company in Shanghai said that he had specially brought the lovely shaped thermos bottles that are popular among young people this time, "We have our own factories and R&D team, through this exhibition and sales activity, we will be closer to domestic consumers and expand products that are more in line with the preferences of young people in the domestic market to meet the needs of different consumer groups."

It was revealed that the company's foreign trade sales accounted for about 50% of the total orders, of which the U.S. market accounted for about 20%; under the current severe and complicated international trade situation, the enterprise's orders to the U.S. have all been suspended.

As the enterprise previously mainly undertook large orders for export, the sales model is different from the domestic market; the enterprise also needs to further adapt to the domestic market preferences through the offline trade show, "Previously, we have laid out the domestic online market, but the offline market is relatively less involved, so this time we deliberately participated in the offline trade show in the hope of being able to observe the preferences of the domestic consumers closely At present, we still have 40,000 thermos bottles in our domestic warehouse that have yet to be shipped or have been forced to cancel orders from the U.S. The high tariffs are difficult to bear, and 'exporting to domestic sales' is becoming a point of strength for our company."

A company from Qingdao City also brought its flagship product, "Yu Xian Fang" wild yellow croaker, to the fair. The enterprise is affected by tariffs and is determined to eliminate its reliance on the single foreign trade market. "We have been selling our yellow croaker to high-end supermarkets in Taiwan Province of China and Southeast Asian markets, and we also plan to enter the takeaway platform as soon as possible," said the Shanghai regional sales manager of the brand, who also noted this is the first time the brand has participated in the fair to sell goods this year, and they hoped to further expand the ToB and ToC markets in the mainland by participating in the offline meeting.

The organizer of the Shanghai Global Port Export Commodities Fair said that the fair is planned to continue to be held until after the May 1 holiday," If the current region is saturated with foreign trade enterprises, we will continue to expand the area to support foreign trade enterprises to set up counters and booths in the venue. These venues are free of charge, and the organizers will also arrange for a special person dedicated to more enterprises to sign up."

●琬琰