出口转内销的“三道坎” Obstacles of Domestic Sell

外贸连

为什么一件商品在国内销售价格高出海外销售价格3~6倍，这并不是任何一家公司的销售策略，而是国内销售成本本身就很高。即使前几年经过整顿，情况好了一些，但现在进驻超市、商场仍然需要收取进场费、节庆费等各种额外费用，而销售到国外，只需要运费等成本，所以价格差异比较大。多家想开辟国内市场的出口企业都和阿连提起过了这一问题。
Why the price of a product selling in domestic is 3~6 times higher than in oversea? It is not the marketing strategy of any company but sales cost itself is high. Even though it gets better a few years ago after rectification, extra charge such as slotting allowances, festival fee for entering supermarket and mall is also needed. However, selling oversea only costs freight and so on. Hence, there is a large gap of price. Many foreign trade enterprises who want to explore foreign market mentioned this to me.
所谓“出口需要拼胆量，内销需要拼酒量。”高企的渠道成本，成为打开国内市场的第一道坎，让想拓展内销业务的出口企业望而却步。国外消费者追求的是质量、设计等，而国内消费者更多看重的是价格。
As a famous saying goes, exports needs courage while selling in domestics needs capacity for liquor. High channel cost, the first obstacle of opening domestic market, scares foreign trade enterprises who want to explore domestic market business off. Foreign consumers pursue quality , design and so on while domestic consumers think highly of price more.

对国内市场了解不够，摸不准消费者心理，这成为出口企业开拓内销市场的第二道坎。
It becomes the second obstacle for export enterprises exploring domestic market that they do not know much about domestic market or consumers’ psychology.  
许多客户都曾和阿连交流过，主要原因是一直以来专做出口业务，从产品设计、质量把关等方面，甚至定价和营销方法，都按照国外客户的需求进行。
Many customers told me that the main reason is that they used to specialize in export business, so things like products design, quality and even price and marketing methods are all operated according to foreign customers’ requirement.
人才成为出口企业打开国内市场的第三道坎。外贸企业做内销业务，意味着需要重新组建团队，需要人才。就像陶瓷行业，在电商层面，需要既了解消费者，又对产品认识充分，并且熟悉网络营销的复合型人才；在实体店层面，需要既具备开拓国内市场能力，又懂出口商品，能够将外销产品成功销售或提出改进意见的人才。
Talented people become the third obstacle for foreign trade enterprises exploring domestic market. Foreign trade enterprise doing domestic selling business means that they have to rebuild teams and talents are needed. Take ceramic industry as an example, to the aspect of e-commerce, it needs inter-disciplinary talents who know consumers, products and are familiar with internet marketing; to the aspect of real store, it needs talents who are capable to open domestic market, knowing imported products and can sell export products well or put forward some improvement suggestions.
出口转内销确实不容易，但是阿连觉得，企业在从产品、价格、渠道、品牌、营销管理流程制度、区域市场等方面，都应该在做好分析研究。只要做好充分的准备，困难都会慢慢迎刃而解。
It is not easy for export-oriented enterprises to shift to domestic selling. But I hold the point of view that enterprises should analyze and search well on aspects such as products, price, channel, brand, procedure and system of marketing management, regional market and so on. Difficulties will disappear gradually as long as you make full preparation.