The Busen brand “Boys on the sea” makes every effort to enter overseas markets

Wu Yongjie feels a lot about the bitterness and pains of overseas investment. As deputy general manager of the overseas market of Zhejiang Busen Group, he is satisfied with the current situation of Bu Sen: similar textile enterprises are mostly piled up, and Bu Sen has already gone one step forward many years ago, leaving overseas as early as possible. The faithful agents also have branch offices in Russia and other countries.

He explained to reporters the experience of Pisen initially exploring overseas markets. These contents are undoubtedly the most important.

Take Dubai as an overseas breakthrough

“We also want to sell our products abroad, but we don't have the abundant funds to open up the market. We can only rely on exhibitions to reach out to foreign customers.” At this year's Canton Fair, the reporter had heard more than one company’s lust for overseas markets. But because of the single investment and stop.

The situation at the time was that due to unclear textile restrictions, many EU guests suspended their participation in the exhibition. Many textile companies relying on exports appeared unattended at the exhibition site.

He was also exhibiting at the Canton Fair, but what the reporter saw was a scene of a promising city. Wu Yongjie told reporters that this is because Bu Sen has worked overseas for six years and has allowed overseas merchants to accept the BUSEN ​​brand.

In 1999, Bu Sen moved the idea of ​​"going out." But at that time, only foreign trade companies had qualifications for quotas, and as a private company, Bu Sen was unable to gain access to the European and American markets, so it was only possible to find new ways.

Wu Yongjie chose Dubai as the breakthrough point for overseas, known as the "sword go", because "everyone wants to sell the product to Europe, but some chess must be taken carefully."

In that year, Bu Sen sent two people to Dubai to register a branch company and prepare to enter the overseas market. “For a company that wants to go global, the selection of a market is critical. Dubai, as the second largest port in the Middle East, is the largest trade wholesale market in Africa and Gulf countries. Transport, cargo clearance is very convenient, tariffs are low, and government services are also very high. In place, it is a good start for SMEs,” said Wu Yongjie.

Facts have proved that this choice is correct. In addition to the geographical environment and good trade conditions, Buh Sen also found that there was no mid-to-high-end suit shirt in Dubai at the time. Such a market vacancy provided an opportunity for Bu Sen. It can be said that from the first day of entry, it was “full of opportunity".

At present, there are plenty of companies that are optimistic about Dubai's business opportunities. Sheng Youquan, chairman of the Jiangsu Shengshi Group, told reporters that more than 80 textile and clothing companies in the township will have recently “inspected” Dubai. For Bu Sen, it was just a step ahead.

Use local agency channels

Many of the common problems encountered by Chinese companies overseas are that they are dissatisfied with the situation, are eager to achieve success, and are not willing to “do their homework” seriously. After doing market research, Busen was not in a hurry to invest funds to hit the market. Instead, he searched for the right agents based on the research results.

In fact, to get a good partner is to “get in touch”. For Chinese companies that have just gone out of the country, selling their products through other people’s channels can save money and quickly open the market. This move was referred to by Wu Yongjie as "learning to use force."

In the first three months after entering Bujumbura, Bu Sen visited all the men's clothing agents in the Dubai market, and there were about 100 employees. After several rounds of screening and comparison, two customers were selected, one representing the "Busen" brand and the other representing its sub-brand.

Wu Yongjie recalled that at that time it took a lot of time and patience to persuade customers to accept the "BUSEN" and it had also suffered a lot of blows. "Don't think that you're going to talk about products, others will buy your account. Other people's channels are not easy to borrow. Because the other party has never sold a Chinese brand, and there is no confidence in whether Chinese clothing can sell well in Dubai. So we first Let the other party try out the sales and talk about profitability."

In this way, Buzen gave the dealers great confidence, and the agents also began to use their own sales channels to help Bu Sen open the market. As a result of borrowing a ready-made specialty shop, Busen has invested almost nothing, and the two have begun close cooperation. It is understood that "BUSEN" sold only 560,000 pieces in Dubai in that year, but by the end of last year, sales volume had reached 600,000, a 10-fold increase. "All of them use the agent's channels to sell. We can put more effort into opening up more markets."

Doing a brand is more recognized than doing OEM

Summing up the successful experience of Bu Sen in overseas markets is nothing more than choosing the right market and choosing the right agent. In addition, Bu Sen also attached great importance to the shaping of his own brand, Bu Sen summed up an experience, that is, "by relying on people for OEM, will never stand in foreign countries."

Since 1999, Bu Sen has registered in 87 countries. “Even countries including Afghanistan and Iraq are in warfare. We have also registered,” Wu Yongjie said. “Starting from the first step in getting overseas, we started The brand is always insisted on, so that when it comes to overseas investment, it can be more recognized by customers."

Wu Yongjie said that Bu Sen has already included plans for opening branches in the United States on the calendar for the second half of this year. Prior to this, Bu Sen had established branches in Russia, UAE, and Hungary. It can be seen that Bu Sen is truly “going out” and is using his own brand to gain a firm foothold overseas.

special reminder

★ Have a detailed understanding of destinations and targets, such as investment environment and trade policies. Reference can be made to the “Guide Catalogue for the Implementation of Investment in Textile and Apparel Processing Trade in Latin America” issued by the Ministry of Commerce in April 2004 and the “Guideline for the Investment in Textile and Apparel Processing Trade in Asia in May 2004 issued by the Ministry of Commerce”. "Catalogue", select countries suitable for business situations to invest.

★ Select suitable partners, use existing distribution channels, and jointly share market risk.