From family workshop-style production and operation to now more than 3,000 employees, the products are sold to more than 80 countries and regions around the world. In 2007, self-operated exports earned US$10.23 million in foreign exchange and paid taxes of 10.47 million yuan. The national business It is a "famous export brand" enterprise that focuses on cultivating and developing. Now, it is targeting the domestic market and building an online shopping platform. It is Fujian Quanzhou Shunmei Group Company. Some people say that the development history of Shunmei is the epitome of the development of Dehua ceramic enterprises. In fact, for ceramic companies that are actively pursuing innovation and change, Shunmei's model can indeed provide useful reference.
When you walk into the Shunmei Group building, you will see the sign of "Shun Tian Ying Ren, Beautiful Nature". In the production workshop, one can be dazzled by the lovely pieces of Western craft porcelain. Those craft porcelain with Chinese elements added show the confidence of Shunmei people in exploring the domestic market. The development history of Shunmei Group also demonstrates the wisdom and connotation of the company's leaders. Dehua Shunmei Group is one of the first companies to “go global” and “zero distance” from the international market. In 2002, the Chinese-owned Shunmei (Germany) Company was established, directly setting up a R&D base and marketing window in Germany. At the same time, both R&D and sales compete and cooperate with high-level peers in Europe. Therefore, ceramic products under the Shunmei brand occupied 10% of the European market in less than two years.
According to Xu Haiyan, office director of Shunmei Group, the "order economy" has changed the development pattern of Dehua Ceramics, but with the development of the industry, the flaws of the "order economy" have also been exposed. Since the terminal sales market is controlled by foreigners and products are processed based on supplied samples, companies do not have high production freedom. Now, the establishment of overseas companies has given Shunmei the opportunity to engage in overseas trade, allowing Dehua Ceramics to establish its own terminal market in Europe. Therefore, if Dehua Ceramics wants to make a big breakthrough, transnational operations should also be considered.
Today, "Dehua Ceramics" has obtained a certification trademark, and the protection of Dehua white porcelain geographical indication products has passed the review. In recent years, with the support and encouragement of the county government, ceramic companies have gradually gone abroad, setting up R&D centers or factories abroad, opening ceramic brand stores abroad, realizing product chain operations, and gradually realizing the transformation from product management to brand management. To promote the ceramic industry to the world. However, improving R&D levels and technological advantages and breaking through cash flow constraints are also a threshold for Fujian ceramic companies, including Shunmei, to move towards transnational operations. Shunmei Group, which has always been focusing on export sales, has begun to target the domestic market since last year. Dehua County's first online professional ceramics shopping platform - Mains was officially opened. The traditional marketing model of Dehua's export-oriented ceramic enterprises has undergone fundamental changes. sexual changes.
As a newly established e-commerce company under Quanzhou Shunmei Group Co., Ltd., Mains aims to bring together high-quality ceramic art and Western cultural gifts, achieve the perfect combination of network and entity, and build a warehouse-style online shopping platform. Zheng Pengcheng, general manager of Mains E-Commerce Co., Ltd., said that due to the impact of export tax rebates and other factors, turning his attention to the domestic market is an effective way to reduce management and marketing costs and find new profit growth points. "The reason why we returned to the domestic market is to adapt to the needs of the market. If we want to be a big company, the domestic market must not be ignored."
It is understood that online marketing is the main way for Shunmei Group to enter the domestic market. Regarding the transformation of this marketing model, Mr. Zheng said that this marketing model through modern technological means will greatly reduce operating costs. Its biggest advantage is that consumers can directly have commercial relations with enterprises through the Internet, reducing intermediate links, thus making Consumers get more benefits and it is undoubtedly an easy and risk-free way to shop. It is understood that Mains started the pilot project in Beijing and plans to establish three chain stores in Beijing and ten chain stores nationwide within this year.
Mr. Zheng said that entering the domestic market will bring more opportunities to the company, "but the pressure and challenges in the first three years will be great. You may have to pay a lot but not see the results." But for this He is full of confidence in the prospects of this emerging model. While many Western craft porcelain export companies are facing survival difficulties, Shunmei Group does not seem to have to worry too much. Director Xu Haiyan revealed the secret: diversified management. It is understood that Shunmei Group currently has eight holding members, including a ceramic crafts factory, a wax products crafts factory, a resin crafts factory, a carton factory, a color printing factory, a plastics factory, and a Xiamen branch, basically forming an integrated group management of investment, financing and operations. model. Diversified operations bring more opportunities and development space to Shunmei.
Successful companies must benefit from a successful culture. Corporate culture reflects the core values ??of the company. The large group strategy, joint-stock system, capital-style actions, and global market have introduced Shunmei people into the entrepreneurial paradise of the 21st century. The corporate culture of "Shunmei responds to nature and people, and beautiful nature" is being formed and developed in Shunmei Group enterprises. "Only technology but lack of management experience is not enough. We have always cultivated and tapped outstanding talents, started from the grassroots assembly line, created a large talent reserve, and created a harmonious cultural atmosphere to promote the development of the enterprise. Pursued." Xu Haiyan said. According to survey analysis, there are currently common problems in enterprises going global such as investment blindness, acclimatization, and lack of international management talents. Quanzhou Shunmei Group Co., Ltd., which has established a brand in Europe, successfully occupied 10% of the market share of similar products in Europe for its handicrafts in just over a year. The secret of its success is to hire five European arts and crafts artists to tailor its products for the European market. Customized products. Now, Shunmei, which has returned to the local market, has once again innovated its business model and taken the road of online marketing. Although the road is very difficult, we see its good prospects. If any successful company relies on wisdom to grow, then Shunmei is the one.