Layout international strategic home enterprises to build a "dual cycle" of production and sales

Home is an important people's product product that is closely related to the lives of the people. It has maintained a healthy and stable development for many years, creating a huge volume and value. In recent years, under the guidance of the "dual -cycle" strategy, the development of the industry has been equal to the development of the industry, and has made great development in internal and foreign trade. Among them, exports have performed well all year round, and Chinese home products have been welcomed by the global market.

At present, the global economic recovery is weak, trade protectionism prevails, and regional friction and other factors. The price of international commodities rises, the supply chain and logistics are not good, and the financial market has continued to fluctuate. difficulty. Under a severe and complex and unpredictable situation, new measures and means should be taken. At present, many outstanding companies in the industry have continued to gain the favor of overseas customers through strong quality, strong production and innovation capabilities. Essence

Build an international strategic layout

Building hardware is an important category in the industry. After years of development, it has formed a large volume. The overall trade, especially foreign trade, has been actively performing. In 2021, the total export value of the building hardware category was 48.035 billion US dollars, an increase of 34.36%year -on -year. Maintaining growth in weak markets is inseparable from the active expansion of industry companies. For example, the "handle" of the building hardware industry has achieved good development results in recent years: in 2019, the total revenue of Metele Group exceeded the 10 billion yuan mark; in 2020, under the influence of the global new crown epidemic situation, , Still rising against the market, operating income exceeded 12.5 billion yuan; in 2021, it continued to increase, with revenue revenue of 17.7 billion yuan, an increase of 42%year -on -year.

The rapid and healthy development comes from the strategic layout of Meide and the development pattern of cross -regional, multi -base, and internationalization. It is understood that the valves, thread pipes, grooves and other products produced by Meide Group are exported overseas and sold in more than 130 countries and regions. Faced with international trade frictions, Meide continued to reach out of tentacles to overseas. On April 29 this year, "Meide Group acquired Polish Odlewnia Zawiercie Co., Ltd. (Polish EE) mixing and signing ceremony" The Polish EE company officially joined the Made Group, which also marked the formal establishment of a production base in Europe, which is conducive to Meide's leapfrog development in Europe. This is the third overseas base of Meide.

Establishing overseas bases is the choice of many active facing overseas companies. This year's revenue has exceeded 10 billion yuan in tool industry leaders -superstar technology. As early as before the industry changes arrived, the globalization of the entire industry chain layout has not only greatly improved the supply chain efficiency, but also improved the company's anti -risk capacity capabilities. Essence It is understood that superstar technology has initiated acquisitions on dozens of companies worldwide. For example, in 2018, 125 million yuan, 185 million Swiss francs acquired ARROW100%equity and Lista100%equity; in December 2020, it cost 273 million yuan to acquire the related assets of SHOP-VACCORPORATIOATIO; The acquisition and acquisition of Joh. Friedrich Behrens AG, successively with 27.9 million euros, US $ 128 million, and the acquisition and acquisition of Geelong100%equity of KMR, BEA UK100%equity, and GEELONG100%equity.

The superstar revealed that through the acquisition of related operations such as mergers and acquisitions, the company has set up 20 manufacturing bases in 9 countries around the world, becoming the largest and third leading tools in the world in Asia. Manufacturing and Chinese managed global resource allocation companies.

The production base that lays the world not only allows enterprises to enjoy local preferential policies, reduce the impact of exchange rate changes on enterprises, but also understand the needs of local consumers, produce suitable products for the road, and obtain the supply chain and channel chain of the original enterprises at the same time. , Breaking the barriers of trade, avoiding risks for enterprises, and reducing production costs to play a certain role.

Establish a comprehensive three -dimensional global brand matrix

Overseas acquisitions of enterprises not only have overseas production bases, supply chains and channel chains, but also can also be included in international brands. Most of these brands have accumulated for many years, forming a high popularity and good reputation. Centennial brands and high -end international big names. The absorption of overseas brands is an important supplement to the company's own brand, which is conducive to enterprises facing high, middle and low -end markets. Different consumer groups establish a three -dimensional comprehensive brand matrix to further expand market width.

Through the brand cultivation of superstars for many years, superstar technology has owned brands such as Arrow, SK, Sheffield, Workpro, Pony & Jorgensen, Beaskgoldblatt, Prime-Line and other brands. Thousands of new products are launched every year, favored by global consumers.

The heating cup industry leader Harus acquired 100%equity of SIGG Switzerland AG in Switzerland in 2016. Founded in 1908, SIGG is a century -old company in Switzerland's production and operations including drinking water bottle (cup) and related accessories. SIGG has more than 8,500 direct -selling online stores in Europe. The brand and channel construction specifications of sports series of water tools are effective. Hand in hand overseas high -quality partners

According to the reporter's understanding, foreign trade companies that have obtained healthy growth at the moment have basically stable and high -quality long -term partners in overseas. The two parties have established a solid win -win relationship through integrity and close cooperation for many years, laying the foundation for the stable development of the enterprise. Da Ye Group, a well -known listed company in the tool industry, is currently an ODM producer with a high international visibility in the industry. The products are sold to Europe and the United States and the world in more than 50 countries and regions in the world, and have accumulated a number of high -quality customer resources. Superstar technology is one of the largest tools and storage suppliers of many large chain supermarkets and other large chain supermarkets such as the American HOME DEPOT, the United States, the United States Lowes, the European KINGFISHER, and the Canadian CTC. In addition, superstars also sell more than 20,000 large hardware, building materials, and auto parts supermarkets in the world to sell their various products at the same time, effectively ensuring the development of superstars.

The iron to hit the iron also needs to be hard, and the attraction of high -quality customers comes from their own strength and insistence on quality and innovation. Da Ye Group has attached great importance to quality management and system construction over the years, and has passed the ISO9001 quality management system certification, ISO14001 environmental management system certification, OHSAS18001 occupational health and safety management system certification, etc. Essence

Increasing product competitiveness, innovative research and development of international merchants' needs is the guarantee of continuous obtaining orders and customer stickiness. In recent years, Wanhe, a leading enterprise in the gas tool industry, has actively responded to the domestic and international dual -cycle strategies, focused on changes in market demand, continuously enhanced its core competitiveness of products, continued to promote the internationalization strategy, and pursued high -quality growth rather than blind scale expansion. In response to different market demand, Wanhe has established the technical achievements of all mainstream export products. As one of the main categories of Wanhe exports, the category of thermal device category has a kernel technology platform with multiple gas water heaters, which fully meets the needs of customers and users in different regions of the world. In terms of kitchen appliances, it has successively developed the industry's leading ion ignition gas stove ingredients. , Gas ovens and other products are welcomed by overseas users.

Overseas acquisitions, creation of brand matrix at home and abroad are mostly the choice of strength of strong companies. For the limited capital strength, small -scale companies choose more methods such as agents, cross -border e -commerce, overseas warehouses, etc. You will also choose to build a own e -commerce brand.

Foreign trade exports are an important part of the "dual -cycle" strategy, which requires the long -term attention and persistence of enterprises. It is particularly worth noting that although the overall foreign trade data has maintained a high proportion of the overall foreign trade data in recent years, there are many factors such as rising raw material costs and changes in exchange rates. Although some enterprises have increased their revenue but their profits have not improved correspondingly, this phenomenon requires companies to be vigilant.

Text | Photo Reporter Lu Jun

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