The Qatar World Cup has the "China Team"!Foreign traders hold orders in hand to win a game first

17.08.2022

Number of this text: 3887, the reading time is about 6 minutes older

Guide: With the Dongfeng of the World Cup, some of them recovered the state before the epidemic, and some found new opportunities for "going out".

Author | First Finance Miao Qi

The 2022 Qatar World Cup crossed the countdown of 100 days on August 12. In the Chinese men's football team, small and medium -sized foreign trade people who hold orders have won a game first.

"This is the first time we have received the World Cup. It is the local general contractor found us directly. From consultation to negotiations, to transactions, it has less than 2 months."

As a solution provider in the field of environmental materials technology, Liu Youling, the person in charge of Shanghai Jiajing Environmental Protection Technology Co., Ltd., told First Financial that I did not expect that the order of the World Cup would be so fast and became a supplier of the well -known project. "Bring an endorsement effect.

From the small products and peripheral products of the World Cup, to more and more Chinese equipment and Chinese solution stations on the world stage, Chinese small and medium -sized foreign traders have obtained their vitality in dealing with global complicated challenges, and they have also been looking for greater in active transformation. Business opportunities.

People celebrated at the 100 -day counters of the Qatar World Cup in 2022. Xinhua News Agency map

From product to solution

Liu Youling felt very lucky. After Shanghai's comprehensive unblocking in June, they received consultation from customers on the platform of Alibaba International Station. After experiencing video conferences and sample delivery, more than a month, the total contractor of the World Cup decided to follow them from them. It is used to purchase a whole set of sewage treatment solutions for community infrastructure where stars and fans live.

After receiving the orders in early July, they produced a full set of equipment in 25 days, and successfully packed out of Ningbo Port in early August. "After transporting to the local area, the customer can use it directly to use the pipeline."

For Liu Youling, this is a milestone for the company's overall solution export and its own brand since last year. Before that, their exports were more products like pumps and instruments. In the domestic market, although they have also participated in the supply of large international events, they are not direct suppliers. The overall amount of this World Cup order is not particularly large, but it is a successful case of its own brand exports. It also allows them to transform from the equipment vendor to the ability to "go out" to provide a solution with the ability to "go out". business.

"We have solved the difficulties of multiple parties for Qatar's chief package. The supply chain abroad is not as complete as China. Disted procurement will increase their purchase risks, and the integration technology is not mature enough. Good choice. "She said that China's supply chain can meet the needs of 90%or even 95%of customers, but the comprehensive cost is only one -third of European and American companies. Therefore, China still has a greater advantage in exports of electromechanical products.

Like Liu Youling, foreign trader He Lin is also the "winner" of the World Cup -the more than 10,000 security guardrails provided by the World Cup venue have been shipped a month ago.

As the general manager of Shanghai Wushan Trading Co., Ltd., He Lin told First Finance that they received a lot of customers' inquiries at Alibaba International Station in July last year. It feels fiercely competitive. " At the beginning of this year, a successful bidding party expressed satisfaction after seeing their samples, and eventually placed an order in March.

This is also the first time He Lin received the World Cup order. Prior to this, they had provided security fences for British sports events. He Lin believes that the concentration, accessories and supporting facilities of China's industrial chain, and the convenience of logistics provides the world's confidence and advantage for small and medium -sized foreign traders. At present, the company's customers are all over 50 countries around the world.

From the domestic sales -based equipment to internationalized integrators, Liu Youling must provide localized installation and maintenance services. However, in the context of the epidemic, the training and communication efficiency were reduced, and they had to turn off the two offices that were previously established overseas at the end of last year. In order to facilitate the installation of customers, their current approach is to assemble the product before delivery and shoot detailed installation videos to ensure that the customer can directly connect the pipe after receiving the goods. In order to be as complete as possible, they also added remote control functions in the system, and some programs can be changed directly by remote.

Such breakthroughs make their foreign trade scale this year is expected to increase by about 40%. However, the company's exports currently only account for 15%to 20%of the total business. Due to the relatively weak domestic trade market, their overall performance this year is basically the same as last year, with a scale of about 140 million yuan.

Liu Youling said that he hopes to follow the pace of "going global" in China and large Chinese enterprises to accelerate the development of the international market and increase the proportion of foreign trade to the level of flat sales. "At present, many domestic technical applications have matured. It will be a window period for us in the past two years. "

Yiwu small product returns

Although it is in the silent period of the local epidemic prevention and control, the small products that have experienced the trough are returning strongly.

"Orders such as gifts, prizes and souvenirs are really back this year." Chen Xianchun, the person in charge of Jinzun Culture Company, Yiwu City, told First Finance that they received the commemorative prizes and fans of the World Cup this year. Orders are expected to increase at least 50%from last year, and return to the level before the epidemic. In the first half of this year, the company's performance has exceeded the sum of last year and the previous year. Almost every World Cup can "detonate" the Yiwu market, and fans from Yiwu can almost account for almost half of the entire World Cup market.

Each World Cup, Chen Xianchun will also receive relevant orders, but this year's order is different -through the Dongfeng of the World Cup, they finally retrieve their state before the epidemic.

She admits that after 17 years of foreign trade business, the impact of the epidemic is huge. "No rally, such products can not be used." The foundation of standing.

Flexible small and micro enterprises have shown strong ability and toughness in the epidemic.

In the first year of outbreak of the epidemic, because of the initial motivation of maintaining merchants, they took the initiative to supply a mask for foreign customers for free. Later, on the one hand, I saw that overseas customers had demand, and on the other hand, I wanted to make employees work, so I started trying to produce products such as epidemic prevention masks. This timely transformation allows them to support employees and support the company. However, in October 2020, the mask needs less. At the same time, the original old -fashioned gifts and prizes were still bleak.

To this end, they attached their attention to the domestic hot live e -commerce, and made another attempt in 2021 -looking for explosive products in the domestic e -commerce field. After many losses, they were fortunate to find a red envelope explosion, 40 days of production, millions of orders, and almost saved them for a year.

In this way to support the company and team in 2022, the business of the old bank finally returned, which also relieved Chen Xianchun.

Hug cross -border e -commerce

In addition to active and flexible response, these small and medium -sized foreign traders who have found new opportunities in the challenge are that they all actively embrace e -commerce.

A large number of World Cup orders found them through cross -border e -commerce platforms. In addition to the advantages of China's supply chain itself, the rapid transaction is also benefited from the brand benefits of the platform itself to a certain extent.

He Lin admits that because of the epidemic, many old customers have canceled their trip to China in the past few years, and various exhibitions cannot be carried out normally. The offline export business has been significantly affected. In this context, the business of cross -border e -commerce platforms that they started operations in 2019 quickly broke through the tens of millions.

In her opinion, if there is no such e -commerce platform, Chinese suppliers need to find guests through the exhibition, and the exhibition time is limited. At present, the exhibition is limited. At the same time, foreign trade enterprises under the epidemic have also faced challenges such as booked difficulties and expensive freight, and the e -commerce platforms that are gradually transformed into one -stop services have also provided follow -up services and convenience for small and medium -sized enterprises like them.

"In the two or three years of the epidemic, the value of traditional trade online has greater value to SMEs than before. People can't get out. How to obtain new customers is the first pursuit of all companies." Kuo told First Finance that on this road, the scenes and means that companies and platforms can use are richer than ever. "In the past, it mainly relied on pictures, text and search engines. The offline factory restores online through immersive ways, so that the buyer is not enough to leave home. " At the same time, the platform has gradually transformed from a single marketing scenario to the digital service scenarios of trading links and even full links.

In 2021, my country's cross -border e -commerce import and export scale reached 1.98 trillion yuan, an increase of 15%. Since 2017, my country's cross -border e -commerce scale has increased by nearly 10 years. Cross -border e -commerce has become an important force to promote the high -quality development of China's foreign trade. It is regarded as the fastest development speed, the largest potential, and the strongest role in the current development of foreign trade.

Taking Zhejiang as an example, in the first half of 2022, Zhejiang Province realized a total of 164.04 billion yuan in cross -border e -commerce imports and exports, an increase of 16.9%year -on -year. Among them, cross -border e -commerce exports were 119.27 billion yuan, an increase of 23.8%year -on -year, 3.5 percentage points faster than the overall export growth rate.

Director of the Ministry of Commerce and Information Technology of the Ministry of Commerce, Xi Fangli, said at the Sixth Global Cross -border E -commerce Conference "Silk Road E -commerce" International Cooperation (Zhengzhou) Summit Forum that e -commerce has become China's improvement of economic operation quality and efficiency , Promote the adjustment of industrial structure and expand the important forces of opening up to the outside world. As of now, my country and 23 countries in China have established bilateral e -commerce cooperation mechanisms. Among the 19 free trade agreements signed by China, approximately 60%of the e -commerce clauses have been signed. As a result, it is promised to revive the e -commerce plan.

In terms of receiving orders, although the foreign trade environment is not good, He Lin said that she found the feeling of "going up" in the field of cross -border e -commerce. In the differentiation of different categories, with the recovery of overseas markets, many categories of inquiries are good.

Zhang Kuo proposed that the five major procurement trends in overseas markets in the second half of this year are from World Cup and Christmas consumption, global manufacturing recovery, consumption downgrade for procurement of rigid products, green environmental protection demand for energy conservation and emission reduction, and social recovery under social recovery Purchasing demand for tourism outdoors and party scenes. Data in the first half of the year showed that the growth, exports, and imports of imports in the first seven months of my country accelerated, and the overall foreign trade showed a recovery trend. In the context of "order outflow", the export of electromechanical products and labor -intensive products continued to maintain double -digit growth in the first seven months.

In order to attract new customers as much as possible and keep old customers, Chen Xianchun did not stop business development and new product research and development during the silence period. Because of the epidemic, they are used to developing business online and maintaining customers, which has accelerated the speed of new product development, and also continued to maintain communication and contact with customers online in home office.

However, because Chen Xianchun's Yiwu factory did not have a closed -loop production condition, the recent production suspension and domestic and foreign delivery had to be interrupted. "The order of the World Cup must be very anxious, some are already on the road, and some are still in production." She believes that the silent period of 3 to 10 days will not have a great impact on customers, because once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocking, once unblocked, once unblocked, once unblocked, once unblocked, once unblocked, it will be unblocked. They will work overtime to rush back to work, but it will be troublesome if it is 1 to 2 months. At present, some of the products or semi -finished products that have been produced are accumulated in the warehouse because they cannot be shipped.

The epidemic will always pass. At present, the epidemic prevention and control of Yiwu has entered the stage of sweeping.

Wei Jianguo, former deputy minister of the Ministry of Commerce and deputy director of the China International Economic Exchange Center, previously told the First Financial that in general, only countries like China have a highly complete production chain can it meet the multi -level needs of the global market. As the commodities continue to fall, the price of sea transportation has fallen one after another, the window period of China's foreign trade is expected to continue to extend, and the foreign trade situation in the second half of the year will continue to improve.

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