【News Buddy】直面關稅挑戰 外貿企業拓內銷渠道

原文

摘錄自4月27日香港《文匯報》：直面關稅挑戰，外貿企業積極開拓國內市場、拓寬內銷渠道。在上海多個線下展銷現場，不少外貿企業不僅帶來外貿優品積極實現產品推介，更與國內消費者面對面，了解國內消費偏好，開拓未來發展空間。

多個外貿企業負責人表示已迅速調整策略，加大內銷力度，並將借助展銷、展會以及線上平台等多渠道，擴大品牌知名度，為國內消費者帶來優質產品。

「我們的市場版圖覆蓋了美國、俄羅斯、法國、德國等八十多個國家。美國市場大約在我們的外銷市場中佔比50%左右，近期美國關稅政策導致我們的外銷業務受到限制，所以我們立即更新了策略，馬上對接多個平台，例如這次參加的大潤發『外貿優品中華行』上海場試銷活動，我們帶來了五十多個品類的產品，在第二天就已有三十個品類產品售罄，效果極佳，後續我們還會繼續補貨並積極與國內消費者溝通，拓展內地市場。」一位外貿企業負責人這樣說道。

鑒於國際關係變化可能給企業帶來影響，未來將進一步調整業務布局，「我們旗下有多個炊具品牌，以往在歐美國家銷售情況都非常不錯，但因為美國關稅政策的影響，近一半的外貿業務已經暫停，所以接下來，我們會加大國內市場的布局，將外貿產品與品牌帶到國內市場來，同時考慮拓展歐洲、東南亞等其他國際市場。」

此次線下展銷會，該企業帶來的眾多產品直接售罄，不得不向倉庫補貨供應，「線下展銷會出乎意料地好，國內消費者對於我們帶來的外貿商品的接受度很高，因為我們企業旗下有多個品牌，原本以為國內消費者未必了解，但通過與他們的接觸溝通，我們知道了他們的喜好偏好，一些鐵鍋、電飯煲產品甚至供不應求，所以接下來我們會繼續通過類似的展會拓展外貿品牌知名度，拓展國內市場。」

而在上海環球港出口商品展銷會現場，首批入駐展銷會的十餘家外貿企業及商場合作品牌企業憑借「同源同價」的出口品質商品，吸引大批市民駐足選購。

上海一家日用製品公司的副總經理表示，此次特意帶來了受到年輕人喜愛的可愛造型保溫杯產品，「我們擁有自有工廠與研發團隊，通過此次展銷活動，我們將更接近國內消費者，拓展更符合內銷市場年輕人喜好的產品，以滿足不同消費群體的需求。」

據透露，公司外貿銷售額佔總訂單量約五成，其中美國市場佔比約20%，在當前嚴峻複雜的國際貿易形勢之下，目前企業發往美國的訂單已全部暫停。由於企業此前主要承接外銷大訂單，銷售模式與內銷存在差異，企業也需要通過線下展銷會進一步適應國內市場偏好，「以前我們有布局過國內的線上市場，但線下市場相對較少涉及，所以此次特意參展了線下展銷會，希望能夠近距離觀察國內消費者的喜好，目前我們國內倉庫內還有待發貨或被迫取消訂單的40,000個美國訂單保溫杯，面對高額關稅實在難以負擔，『出口轉內銷』正在成為我們企業的發力點。」

來自青島市的一家公司在展銷會上同樣帶來了拳頭產品「裕鮮舫」野游大黃魚。受到關稅影響，該企業下定決心擺脫單一外貿市場依賴。「我們已陸續將黃魚賣到中國台灣省高端商超和東南亞市場，此外，『裕鮮舫』也計劃盡快入駐外賣平台。」該品牌上海區域銷售負責人表示，這是品牌今年首次參與展銷會賣貨，希望通過參與線下的對接會，進一步拓展內地ToB與ToC市場。

「上海環球港出口商品展銷會」主辦方月星集團副總裁表示，此次展銷會計劃持續舉辦至五一假期之後，「如果當前區域外貿企業飽和後，我們還將繼續拓展區域支持外貿企業在場內擺櫃枱、設攤位，且這些場地均免費，集團還將安排專人專班對接更多企業報名。」

Foreign Trade Enterprises Expand Domestic Sales Channels

譯文

Facing the challenge of tariffs, foreign trade enterprises actively explore the domestic market and broaden domestic sales channels. In many offline exhibitions and sales sites in Shanghai, foreign trade enterprises not only brought foreign trade products to promote their products actively but also met with domestic consumers to understand domestic consumption preferences and open up room for future development. The persons in charge of several foreign trade enterprises said that they have quickly adjusted their strategies to increase domestic sales and will use multiple channels such as exhibitions, fairs and online platforms to expand brand awareness and bring quality products to domestic consumers.

"Our market covers over 80 countries, including the United States, Russia, France and Germany. The U.S. market accounts for about 50% of our export market. Recently, the U.S. tariff policy has caused restrictions on our export business, so we immediately updated our strategy by connecting to several platforms. For example, in the Shanghai test marketing event of RT-Mart's "Foreign Trade and Excellence in China Tour," we brought more than 50 categories of products. On the second day, we sold out of 30 categories, which was a great result. We will continue to replenish our stock and actively communicate with domestic consumers to expand the mainland market," said a person in charge of a foreign trade enterprise.

Given the impact that changes in international relations may have on the enterprise, the business layout will be further adjusted in the future. "We have several cookware brands under our umbrella, and in the past, sales in Europe and the U.S. were outstanding, but because of the impact of the U.S. tariff policy, nearly half of the foreign trade business has been suspended, so in the future we will increase the layout of the domestic market, bring foreign trade products and brands to the domestic market, and at the same time consider the expansion of other international markets, such as Europe and Southeast Asia."

At the offline fair, the enterprise brought many products directly sold out and had to replenish supplies to the warehouse, "the offline fair was unexpectedly good; domestic consumers for us to bring the acceptance of foreign trade commodities is very high because we have several brands under the enterprise, originally thought that the domestic consumers may not be aware of, but through the contact and communication with them, we know their preferences , and some iron pots, rice cookers and even the supply of products is not enough to meet the demand. So we will continue to expand our foreign trade brand awareness and domestic market through similar exhibitions."

At the Shanghai Globalport Export Commodities Fair, the first batch of more than 10 foreign trade enterprises and cooperative brands of the shopping mall stationed at the fair attracted many people to stop and shop with their export-quality commodities of the same source and the same price. The vice general manager of a daily-use product company in Shanghai said that he had specially brought the lovely shaped thermos bottles that are popular among young people this time, "We have our own factories and R&D team, through this exhibition and sales activity, we will be closer to domestic consumers and expand products that are more in line with the preferences of young people in the domestic market to meet the needs of different consumer groups."

It was revealed that the company's foreign trade sales accounted for about 50% of the total orders, of which the U.S. market accounted for about 20%; under the current severe and complicated international trade situation, the enterprise's orders to the U.S. have all been suspended.

As the enterprise previously mainly undertook large orders for export, the sales model is different from the domestic market; the enterprise also needs to further adapt to the domestic market preferences through the offline trade show, "Previously, we have laid out the domestic online market, but the offline market is relatively less involved, so this time we deliberately participated in the offline trade show in the hope of being able to observe the preferences of the domestic consumers closely At present, we still have 40,000 thermos bottles in our domestic warehouse that have yet to be shipped or have been forced to cancel orders from the U.S. The high tariffs are difficult to bear, and 'exporting to domestic sales' is becoming a point of strength for our company."

A company from Qingdao City also brought its flagship product, "Yu Xian Fang" wild yellow croaker, to the fair. The enterprise is affected by tariffs and is determined to eliminate its reliance on the single foreign trade market. "We have been selling our yellow croaker to high-end supermarkets in Taiwan Province of China and Southeast Asian markets, and we also plan to enter the takeaway platform as soon as possible," said the Shanghai regional sales manager of the brand, who also noted this is the first time the brand has participated in the fair to sell goods this year, and they hoped to further expand the ToB and ToC markets in the mainland by participating in the offline meeting.

The organizer of the Shanghai Global Port Export Commodities Fair said that the fair is planned to continue to be held until after the May 1 holiday," If the current region is saturated with foreign trade enterprises, we will continue to expand the area to support foreign trade enterprises to set up counters and booths in the venue. These venues are free of charge, and the organizers will also arrange for a special person dedicated to more enterprises to sign up."

●琬琰