On August 11, the price of RMB against the U. S. dollar was 6.4. In face of the frequent RMB exchange rate appreciation, many foreign trade enterprises were shocked. “Out of the blue” has become the common aspiration of most enterprises.
In face of RMB exchange rate’s sudden speeding-up, through the initiative, more private enterprises showed better adaptability in the challenge of frequent changeable RMB exchange rate. Since last year, on one hand, many private enterprises actively increased the purchase of financial derivatives, to offset the risk of exchange rates. On the other hand, invested capital and technology with greater efforts, develop new products, break through the already saturated traditional market, and seek new business opportunities.
Guangbo stationery used to have the annual export volume of less than US$ 1 million at the very beginning but now the annual export volume of over US$ 90 million, used to only export to Hongkong, Singapore-Malaysia-Thailand and Japan these three regions but at present export to over 100 countries and regions in the world, used to do the single product processing but now has own brand, over 5000 specifications. Guangbo always emphasizes on “going out” strategy, welcoming “ocean era” initiatively.
However, with China becoming the world economic, trade and foreign exchange reserves powers, its speech authority and consequence improved significantly in the global economy. Guangbo thought, private enterprises have been in the transition period of “bringing in” and “going out” balanced. Foreign trade enterprises should have global thinking, trying to change from “going out” to “walking into”.
Therefore, Guangbo launched “independent channel developing plan”, besides depending on traditional buyers’ sales channels, also set up brand stores and independent sales network. Make full use of two markets and two resources, better promote Guangbo’s industry, enterprise and products going out, and actively participate in international economic competition and cooperation. Thus it will help enterprise enter into local market, take control of technology and brand these strategic assets, expand overseas development space and realize spanning development.
In Guangbo’s mind, to connect with international practice, only comprehensive successful penetration of brand, talent and culture, can create a global export brand. As an indispensable part of “independent channel developing plan”, Guangbo spares no efforts setting up a group of overseas management talent, to realize talents internationalization and strengthen the competitive advantage.
In the global market, Guangbo registered Guangbo trademark in over 30 countries and regions, has almost 20 general agents or authorized general distributors in regions like Europe, Southeast Asia, North America and Middle East. Guangbo brands are displayed on the shelf of international retail sales giants like Wal-Mart, Staples, Disney and Carrefour. The export general manager of Guangbo is from Hongkong, general manager of Nano Company is from Canada, sales executives in America, Middle East and Singapore are all foreigners.
Now, Guangbo has formed a controllable market segmentation system, not only has end customers but has vast retailers. Guangbo used to do OEM for others, but now others past “Guangbo brand” to produce. Guangbo’s own brand has gradually formed a perfect sales network system in overseas. Every year, 15% of which is exported with Guangbo own brand.
Guangbo believes, opportunities and challenges are existing at the same time, but opportunities must be greater than the challenges. Using global consciousness, international vision and strategic vision, Guangbo will find opportunity in complex situation, grasp opportunity in planning development, use opportunity in practice.
