The COVID-19 pandemic is still cloudy, and the world situation is changing. Both the pandemic and geopolitical conflicts have had a big impact on our global enterprises.
However, looking at the world, peace and development are the aspirations of the people, and economic globalization is still the inevitable interconnection of the world. Over the past few decades, along with the process of China becoming the world's second largest economy, a large number of enterprises that have grown up in this land have realized the dream of globalization and expanded the "world map" of enterprise operations in various ways such as selling products, going overseas to sea, mergers and acquisitions abroad, and setting up factories abroad.
"The world is flat." The title of Thomas Friedman, which has been quoted by countless people, expresses the aspirations of the world and the trend of the development of the world, but the road across the mountains and seas is not smooth. We surveyed Chinese companies at different stages of globalization and found that they had experienced various setbacks in the process of going to sea, but at the same time summed up their rich experience, and finally found their own path that suited them. From the vast variations, there are common rules.
In our series of surveys on the globalization of Chinese companies, we hope to document their experiences and give others a lesson to learn from.
Among Chinese companies, there is a group of enterprises that has attracted attention: the vast majority of them are not as well-known in society as large companies, but in the global market segment, they can bow their heads and deepen their roots, and this group is called the manufacturing single champion in China (much like the "hidden champions" of foreign countries). Since 2016, led by the Ministry of Industry and Information Technology, the list of "manufacturing champions" has been released every year, which has entered the public eye. This measure is also to guide mainland manufacturing enterprises to focus on innovation and quality improvement, promote the overall manufacturing industry to move towards the middle and high-end areas of the global value chain, and represent the highest level of development and the strongest market strength of the global subdivision industry.
This issue of the trillion-dollar city and enterprise globalization survey jointly composed of the First Finance and Economic Research Institute, Qin Shuo's Circle of Friends and The Lingjiao Business School entered the export king Beifa Group in the "ant market".
After nearly thirty years, Beifa Group started from the Canton Fair, and went through three stages before and after, manufacturing a large article in the small industry with ballpoint pen as the main product category, becoming a veritable stationery "export king", and the ballpoint pen produced by Beifa was identified as a single champion product of the national manufacturing industry.
Most of the market share of the overall market of the stationery industry is occupied by a large number of small manufacturers, commonly known as the "ant market". At present, there are more than 8,000 stationery companies in China, only 5 companies with sales of more than 1 billion yuan, and Chenguang, which has the largest market share, has only taken 7.3% of the share, while the top five companies have a market share of only 17%. However, in this industry where the market is relatively dispersed, there is a company that has embarked on a development path that is diametrically opposed to M&G's "domestic demand market". This company is known as the "export king", the manufacture of pen products accounted for 16.7% of the country's export pen products, covering more than 200 countries and regions in the world of 1.5 billion users, independent brand rate of more than 65%, this company is located in Ningbo Beifa Group.
Since 1993, from a workshop-style pen factory with only 30 people, Beifa Group has accumulated 1.5 billion users, more than 100,000 retail terminals, more than 1,000 core customers and distributors and more than 100 online and offline channels in more than 200 countries and regions around the world in more than 200 countries and regions such as North America and Europe, becoming a "single champion" enterprise of Chinese pen manufacturers.
Unlike many domestic stationery manufacturers, globalization has always been an indispensable part of the development of Bevel Group. In the process of doing a global brand, Beifa has experienced the process of "from abiding by the rules of others to negotiating their own rules with others, to having the ability to formulate rules in the field of market segments for others to abide by", and the unique path of globalization is worth learning from everyone.
The globalization process of Befa Group can be divided into three stages:
First, the first stage of Beifa globalization - product globalization
1. Globalization of product sales
After inheriting his father's small pen-making workshop in 1993, Qiu Zhiming embarked on a new entrepreneurial road of "large-scale production of small products".
The Canton Fair has achieved the globalization dream of many Chinese enterprises, and the first stage of Beifa globalization also started from the Canton Fair. In the spring of 1993, Qiu Zhiming came to Guangzhou alone, bought a temporary visitor card from the "scalper" for 50 yuan, and was able to set up a "mobile booth" at the Canton Fair. I stood at the venue for 10 days handing out business cards to past customers, but there was no response. But on the 11th day, the dawn appeared, and Qiu Zhiming finally waited for the call of a merchant named Muhammad Shayit from the Middle East. That night, he went to the Baiyun Hotel in Guangzhou, where the merchant lived, and signed the company's first overseas order under the condition of accepting a 30% price reduction.
Canton Fair, that is, China Import and Export Fair, founded on April 25, 1957, is China's longest history, the highest level, the largest scale, the most complete variety of commodities, the largest number of buyers, the widest distribution of countries and regions, the best transaction effect of the comprehensive international trade event, known as "China's first exhibition".
In the exhibition hall of Beifa Group, the black sample box that Qiu Zhiming carried alone when he attended the Canton Fair is still displayed. At that time, the box contained samples of multi-colored and triangular plastic ballpoint pens, which were not superior in terms of quality, design and other aspects, but they were the beginning.
In addition to receiving the first overseas order, Qiu Zhiming also has some understanding of the company's overseas development: First, he has no understanding of the needs of overseas customers, and he thinks that he can sell products in the international market, and customers are not interested in this. The pens, styles, shapes and specifications used in Chinese writing are different from foreign needs. Chinese writing is a square character, hoping that the pen can be thinner; but the European and American markets are writing English (or alphabetic text), hoping that the pen can be thicker, these little differences lead to overseas customers are reluctant to buy Chinese stationery products. Second, the international market has great potential, and even simple ballpoint pens have sales of tens of millions or even hundreds of millions of them a year. Therefore, he firmly believed in the path of globalization that Beifa wanted to embark on; in order to start this road, he returned to Ningbo and began to redevelop and adjust product design and production.
It is not easy to get overseas customers to accept Beifa products, and Qiu Zhiming summarized many years later that at the beginning of globalization, the main reasons why Beifa was able to obtain customers:
Chinese unique initiative, diligence and fighting spirit. Chinese very active to do product promotion, even if the customer does not return the information, will persevere to send information, strive for opportunities, customers are often impressed by the initiative, diligence and fighting spirit of Chinese.
Cost advantages. The cost of Chinese stationery products was incredible at the time, because the economic level of foreign customers at that time, including labor costs and manufacturing costs, was hugely different from China, and in the 90s of last century, China had just reformed and opened up, and the demographic dividend was very obvious, which made the cost of Chinese stationery products a unique advantage.
Positive improvement. Chinese the speed of improvement is very fast, as long as foreigners put forward improvement suggestions or put forward needs, Chinese enterprises can quickly improve, whether it is the improvement of molds or spare parts, changes in product structure or product processes and colors, and even packaging. It takes two or three months for Westerners to make a little improvement, and Chinese may be able to adapt the product to what the customer needs in a few days.
With these advantages, Beifa eventually gained the recognition of foreign customers. By 1996, Beifa had achieved exports of more than 26 million US dollars, equivalent to the exports of the four pen giants in Shanghai at that time, and quickly opened up the market in the former Soviet Union, which was the CIS region, including the Middle East, Central and South America and Africa.
As a result, Beifa took the first step of internationalization - to sell products to the world.
2. Strictly control the high quality standards
The second problem that globalization has to solve is the instability of quality, when products produced in China were cheap, but the quality could not be guaranteed. In the production and manufacturing process of pens, there are several main reasons for poor quality:
First, the lack of its own manufacturing capacity and industrial supporting capacity. In the 1990s, China's manufacturing capacity was vastly different from what it is today. At that time, the products produced by Beifa had neither standards nor quality control, which was unacceptable to overseas customers.
Second, China's manufacturing level in key raw materials, including spare parts, is very different from that of the world. For example, at that time, several countries with good pen making processes, Such as Japan, Germany, and the United States, had formed a very stable global supply chain, and the production level of ink, pen head, etc. was already very high. In terms of pen head manufacturing, China was measured by the earliest instrument lathe at that time, and the work difference could not be controlled. Because the accuracy of the machine cannot be controlled, it eventually leads to the quality difference of the product, and it is easy to drop beads and leak ink during use. In terms of ink, one is that the quality of the ink is unstable, and the second is that in the environment of high temperature, high humidity and high altitude, the ink will change, and there will be problems such as ink leakage and ink fermentation. Ink belongs to fine chemicals, and at that time, China's fine chemicals had decades of differences with the international level.
In order to solve the quality problem of the product, Beifa first ran through all the relevant material supporting factories in China, and finally found that the domestic production level could not catch up with the international level in the short term. Since 1997, Qiu Zhiming and his team have frequently gone to Europe, Japan and other places to visit local raw material factories, pen and ink and other supporting enterprises. During the visit, he saw the gap in the manufacturing level of raw and auxiliary materials of pens at home and abroad, and decided to introduce advanced foreign pen-making raw materials.
Since then, Beifa has begun to engage in the processing of incoming materials, that is, directly importing raw and auxiliary materials for pen making from overseas to China, and then exporting after processing, which is the first in China's stationery industry.
But making such a decision is not easy, one of the challenges is that the price of imported ink is very high, companies in the industry are generally not optimistic about this business model, everyone believes that the final price of the product is increased, overseas customers will give up the Pen produced in China. However, Qiu Zhiming believes that from the American companies he has visited, the retail price of the international pen is very high. If we say that according to the distribution of the value chain of factory supply channels, channel suppliers supply retailers, and retailers selling to consumers, the cost of Chinese production pens is appropriately added to the price of 20%-30% or even 50%, and the final retail price is still advantageous in the world. Therefore, Beifa began to purchase overseas inks, and also registered the first bonded factory with customs. From the final effect of this decision, the quality of Beifa products has improved by leaps and bounds, and it has suddenly distanced itself from its domestic counterparts. Although the cost has increased, the selling price has also increased, and overseas customers are not sensitive to the increase in the selling price, and they believe that the quotation of Chinese products is still competitive in the world when the quality is guaranteed.
This incident has also allowed Beifa to regard technology as the core competitiveness and market driving force of enterprise development since then. Subsequently, in 2011, under the organization of the Ministry of Science and Technology of the People's Republic of China, Beifa took the lead in undertaking the "Twelfth Five-Year Plan" National Science and Technology Support Project Plan - "Research and Development and Industrialization of Pen Head Materials and Their Preparation Technology" and "Development and Industrialization of Key Technologies of Ballpoint Pen Ink". Beifa Group, together with TISCO Group, Shenyang Institute of Metal Research of the Chinese Academy of Sciences and many other enterprises to carry out collaborative innovation, from the two aspects of wire and ink go hand in hand, to carry out the core key technology of ballpoint pen research. At the end of 2014, the project successfully passed the acceptance.
Through the continuous application of new materials, new technologies and new equipment for the manufacture of pens, Beifa has effectively improved and improved the manufacturing technology and level of Chinese ballpoint pens.
3. Intellectual property rights are guaranteed
The third problem facing globalization was intellectual property, which mainly involved trademarks and patents.
Beifa through the processing of incoming materials into the global sea, the international market is not too familiar, most of them directly according to the samples provided by customers, pictures for production, after the export of products encountered intellectual property disputes, then Beifa realized that if you simply take other people's things to use to imitate, then it is likely to involve intellectual property issues, especially when exported to European and American countries.
In 2000, the forced interruption of cooperation with Wal-Mart deeply touched Beifa and further promoted Beifa to focus on solving intellectual property problems.
In the past, Wal-Mart in the United States purchased from brand companies in the world or from local enterprises in the United States, and there was no precedent for direct procurement from China. At that time, Wal-Mart gave the opportunity to cooperate with Beifa, and Beifa specially spent three months to do a lot of preparatory work according to the product quality requirements of the other party, including proofing, ensuring product quality, benchmarking with competitors, etc., but ignored the intellectual property issues. In the process of communication between the two sides, Walmart will meet with its own purchasing department, product managers, and lawyers. During the meeting, Wal-Mart was very interested in the product and was basically satisfied with the quality of the product. But before the visit was over, the lawyer took out an intellectual property commitment letter and asked Beifa to sign it.
Qiu Zhiming said of this crucial signing scene that year, "When we look at intellectual property rights, we have no bottom in our hearts. Where did our product come from? Some may have been sent by the Japanese, some things were sent from the Middle East, and samples from all over the world were sent, so we did not dare to sign the intellectual property commitment letter. "This cooperation was also interrupted.
At this time, Beifa discovered that if Chinese products want to go to the international market, they cannot do without independent intellectual property rights. In other words, intellectual property rights are the passport and access certificate for the globalization of Chinese products.
Since 2000, Beifa has implemented three hard rules:
5% of the sales budget is used for development;
A special budget was allocated to recruit a design team to do product development;
Since then, all the products developed cannot be simply imitated, and changes and innovations must be made.
The last rule means that after there is an innovation, you must register a patent. After a period of persistence, the highest record of registering a patent every three days and developing a product every three days was achieved.
Two years later, all of Beifa's products have basically been redeveloped and intellectual property rights have been re-acquired. After all this, it finally re-contacted Wal-Mart, smoothly cooperated, and in the second half of 2002, it got the first order of 4 million US dollars, which means that China's pen got the access certificate of the international developed region and the professional market.
After this, the curtain of Beifa's globalization was further opened.
4. Independent brand
The fourth problem encountered in the first phase of globalization is the problem of branding.
At the beginning of globalization, Beifa, which started from material processing and sample processing, did not have a demand for its own brands, but in the process of development, Beifa Group found that the brand is not only the "identity card" circulating in the market, but also represents the deep connotation of quality, technology and so on behind the product.
Stationery products such as Japan and Germany are all produced and promoted with their own brands, on the one hand, they avoid imitations of themselves by other enterprises; on the other hand, if there is a lack of brands, ordinary consumers do not recognize the value of the manufacturer behind the products. In addition, due to the processing of incoming materials, Beifa needs to provide customized services and products for different customers, and the needs and requirements of each customer are different, such as color matching, specifications and even packaging will be different, Beifa has no autonomy in this, and the right to speak in the production process is also very weak.
In Qiu Zhiming's view, the road to "winning by quantity" will eventually face bottlenecks, from "popularity" to brand "reputation", from "behind the scenes" to "in front of the stage", Beifa will start the journey from product output to brand output.
How to effectively promote independent brands in the international market? The method adopted by Beifa is to brand with products and exchange discounts for the market. When working with customers, mobilize customers to use packaging and products with the Beifa brand with attractive discounts. Gradually, the proportion of independent brands in the products produced by Beifa has risen all the way, reaching a maximum of 70%. Nowadays, among Beifa products, the proportion of independent brands is stable at 65%-70%.
Now, Beifa has got rid of the role of foundry, has tens of thousands of products, tens of thousands of SKUs (inventory units), and creates a brand matrix covering fashion, students, office, gifts, environmental protection and other categories, including "BEIFA", "VANCH", "LAMPO", "A+PLUS", "BEIFA KIDS", "BLOT", "WMZ", "GO GREEN", "Hanagawa Kima", "Full", etc.
With the successful establishment of Beifa's own brand in the international market, its development has officially entered the second stage of globalization.
The second stage - new needs and new globalization
On the basis of the first stage, the production capacity of Chinese suppliers, including Beifa, has been greatly improved, and the competitiveness of Chinese pens is also increasing. Since 2010, the demand in the global market has changed, and Beifa has begun the second phase of its globalization in response to new needs and a new competitive environment.
1. Promote the concept of environmental protection
With people's attention to ecological environmental protection and nature protection, the demand of European and American buyers has begun to be biased towards "environmental protection, low price and fashion". In this regard, Beifa has joined hands with designers from Europe, the United States and South Korea to strengthen the research and development of low-cost environmental protection products. Adhering to the internationally accepted "environmental protection 3R guidelines" of reuse, reduce and recycling, we have developed a series of environmentally friendly new products such as PLA bioplastic pens, paper rod pencils, sac changer pens, inkable cotton core water-based pens, etc. Among them, there is a PLA bioplastic writing pen, which can be completely degraded within 60 days under composting conditions, because it is made of non-grain raw materials such as cassava and straw, which has more advantages than conventional corn pens that "grab grain in the mouth" and are favored by customers.
"The price of environmental protection pens is not high, but it is very competitive and the profit is not thin." Qiu Zhiming said, "We have made adaptive transformations from all aspects of products, internal management, supply chain and so on, which have created new advantages for us. ”
In 2012, as a sponsor, Befa participated in the world's largest annual exhibition of stationery, the Paperworld Stationery Fair in Frankfurt, sponsoring dinner gifts. Based on environmentally friendly products, Beifa made a small gift box with pens, erasers and pencil sharpeners, although the value itself is not high, but the acceptance of more than 700 people attending the meeting is very good, and they are taken away, while the gifts of higher value provided by other peers as sponsors are left on the exhibition table. This small detail shows that the environmental protection concept promoted by Beifa has been recognized by people and international customers all over the world, and it is also in line with the new international consumption trend.
Through the promotion of the concept of product environmental protection, Beifa has won the recognition and trust of global customers in China's sense of corporate social responsibility, and has also helped Beifa to establish credibility in the world, which is an attempt and breakthrough in the second stage of Beifa's globalization.
2. Design innovation and cultural self-confidence
The second breakthrough point in the second phase of globalization is innovation in design.
Today, China's manufacturing capacity has been able to ensure that product quality is maintained at a high level, but similar products are highly homogeneous, and competition is becoming increasingly fierce.
At this time, Beifa began to seek a breakthrough path, and cultural and creative design was an important starting point. On the one hand, Beifa Group redesigns and produces the copyrights of well-known literary works such as Disney and Ultraman, and on the other hand, launches a series of self-designed literary creations.
In terms of product design, Beifa constantly innovates, integrating storylines, traditional Chinese cultural elements and so on. The innovation of design has made Beifa products more popular in the international market, and also made Qiu Zhiming realize that "true culture has no borders".
Cultural and creative products have relatively high added value, taking the stationery products produced by Beifa as an example, the average unit price of cultural and creative products is more than 10% higher than that of non-cultural and creative products, and design innovation brings obvious added value to Beifa.
3. Technological innovation
The technological innovation of pen making in recent decades can be summarized into two categories.
The first category refers to the iterative upgrading of technologies inherent in the industry. For example, the quality is a little better, the product writing experience is a little more lubricated, and now nationwide, the manufacturing level of such products is similar.
The second category is the application of cross-border technologies. Beifa has made a lot of discussions at the theoretical level of cross-border technology, such as the acquisition of life science and technology related research centers, and after continuous testing, iterative improvement and innovation at the application level, the technology scenario of life science and technology has been added to the stationery.
With the blessing of innovative technology, Beifa stationery can not only be used for writing, but also introduce the concept of use that brings health benefits. In the context of the global outbreak of the new crown pneumonia epidemic, people pay special attention to their own health and health, stationery can inhibit bacteria, antibacterial and antiviral is a special requirement born in a special environment, Beifa will introduce life science and technology technology into cultural products, while improving the antibacterial effect, effectively reduce production costs.
In addition to the antibacterial pen, the smart pen board launched by Beifa is also a typical case of cross-border technology application. Using chip technology, the functions of reading, writing, translation, and memory are integrated into a pen, making it a new competitiveness, opening up the imagination of a larger market space for writing instruments, and adding vitality to the future of traditional writing pens.
Third, the future development of globalization: a pen, a chain, a platform
After experiencing the development of the two stages of globalization, Beifa has clarified the strategic path of sustainable development - a pen, a chain and a platform. A pen, that is, to strengthen and expand the core industry of Beifa Group - pen making; a chain, that is, to cooperate with the majority of upstream and downstream enterprises, and from a single pen to the entire stationery industry to expand, forming an industrial chain; a platform, that is, to build a digital cooperation platform, focusing on digital empowerment and technology empowerment, and driving the overall development of the industry.
1. A pen
Beifa has traveled the world with "a pen", but with the popularity of the Internet, the demand for the traditional pen-making industry, which was originally a small market size, has been shrinking, and the development path of traditional pen-making enterprises will undoubtedly encounter a ceiling, in this case, Beifa has made a new definition of the pen.
On the one hand, we must do a good job in the manufacture of traditional pens, and use the concept of lean management to make pens to the extreme. With the improvement of living standards, people's quality requirements for pens are also increasing, at the same time, with the expansion of personalized brands, the value proposition of users and the formation of communities, people's personalized brands and personalized customization needs for pen products are also increasing. The pen produced by Beifa "should try its best to meet the individual value proposition of consumers, and at the same time meet the needs of consumption upgrading."
On the other hand, although the global writing pen market is shrinking, but customer demand is constantly refining, for fine art painting, for special woodworking, or for logistics, industrial shipbuilding and other heavy industrial pen market is still very large, after redefining a pen, Beifa saw more space for pens to reach.
Nowadays, Beifa Group tries to give more cultural and creative connotations to stationery products, and has developed artificial intelligence pens, food-grade ink markers, high-end cultural and creative gift pens and many other categories, using culture and creativity to meet people's pursuit of a better life.
2. A chain
Although the pen is small, its production and sales are inseparable from the upstream and downstream supply chains. In the process of development over the years, Beifa has precipitated a large number of foreign trade experience, accumulated many brand management, customer channels and other resources, has a strong financial ability, supply chain organization and influence capabilities, with these advantages, Beifa has selected the second growth curve - the original supply chain of stationery.
Relying on the "Cultural and Creative Industry Innovation Service Complex", a provincial-level platform in Zhejiang, Beifa has carried out all-round cooperation with more than 3,000 upstream and downstream small and medium-sized enterprises in technological innovation, manufacturing and marketing to achieve resource sharing and group development.
In this chain, Beifa provides one-stop services from R&D and design to mold opening manufacturing, product testing, etc. In this chain, Beifa can improve a "wild" idea into a standardized product and introduce it to the market, greatly reducing the time and cost of product updates for small and medium-sized enterprises and enhancing competitiveness. With the help of this chain, Beifa has provided technical services for more than 600 small and medium-sized enterprises, with obvious results.
As Qiu Zhiming once said, "The development of enterprises should not only be self-interested but also altruistic, so as to achieve common development."
3. A platform
In the past development process, Beifa has launched a digital middle office operation system, including marketing middle office and data middle office, opening up the closed loop of the entire industrial chain. In 2018, Beifa Group began to build a digital supply chain full-network marketing platform, guided by user value proposition, through the construction of a digital marketing platform for people, goods and fields interaction, through the construction of online and offline, connecting at home and abroad, providing thousands of people and thousands of solutions for the cultural and creative industry chain and all ends of the supply chain, to meet the diversified pursuits of consumers. The Internet platform of the cultural and creative industry it has built focuses on the empowerment of two wings, namely digital empowerment and technology empowerment.
Digital empowerment refers to supporting digital online customization, personalized customization, and using Internet technology to make product production more accurate and refined. Technology empowerment is an important guarantee for building marketing scenarios. Beifa Group launched a smart health cultural and educational solution to provide users with scene customization solutions. Qiu Zhiming believes that creating a platform empowered by two wings has greatly expanded the customer base.
At present, it has formed two major Internet cloud consumption platforms for enterprise users" and "library" for individual consumers, through the construction of a digital marketing platform for people, goods and fields, connecting online and offline, connecting at home and abroad, providing thousands of solutions for all ends of the cultural and creative industry supply chain, and meeting the pursuit of a better life and an intelligent lifestyle for the majority of consumer users.
Summarizing the globalization process in the past three decades, Beifa's globalization process has always focused on solving three problems:
The integration of the two modernizations, that is, industrialization should be integrated with informatization.
Qiu Zhiming summarized the "integration of the two modernizations" as all things are standardized, process-oriented, and modular. This not only enables automation and intelligence at the product manufacturing level, but also provides a basis for personalized design and manufacturing. With the help of informatization, "a pen" has broken out of a new world and completely broken the ceiling of industry development.
The integration of the two industries refers to the integration of manufacturing and service industries.
Beifa has sold its products to nearly 200 countries and regions, has 1.5 billion users, has more than 1,000 core customers and distributors around the world, and precipitated a large number of digital assets. On the basis of digital assets, Beifa vigorously develops the supply chain, establishes a relationship of trust with customers, and provides them with one-stop services.
Cross-border integration, also known as scenario-based movement.
Nowadays, the stationery supplies produced by various manufacturers are not much different, how to attract customers, Beifa thought of scene-based promotion, in different scenarios such as learning scenarios, office scenarios, conference scenarios and education scenarios, the needs of consumers are considered and met.
IV. Summary of globalization of Beifa Group:
Beifa's globalization started from the first "mobile booth" at the Canton Fair, relying on the unique advantages of Chinese initiative, diligence and struggle, as well as China's low cost advantages, to gain a firm foothold in the international market. The three stages of its globalization are the epitome of the development and growth of Chinese enterprises in the international market.
1, in the small industry of stationery supplies, the domestic market is very fragmented, rather than struggling in the red sea of the domestic market, it is better to turn your eyes to a broader international market and expand the territory. Beifa development in the early stage of the development of the set the direction of global development, in the international market, looking for gaps, filling loopholes, from the globalization of product sales, quality requirements globalization, attach importance to intellectual property protection, the establishment of independent brands four levels of consolidation of internal strength, and finally to achieve self-produced pen products accounted for 16.7% of the country's exports, covering more than 200 countries and regions in the world 1.5 billion users, independent brand rate of more than 65%.
2. After product globalization, Beifa is facing new product demand, and the implementation of environmental protection concepts, innovative design and cultural self-confidence, cross-border and technological innovation has become the main direction of Beifa's second stage of globalization. In view of the new needs of customers, Beifa has carried out adaptive transformation from various aspects such as products, internal management, and supply chain to form its own new development advantages.
3, the future of the world's sustainable development will become the theme, Beifa clearly defined the "one pen one chain and one platform" sustainable development strategy path, to strengthen and expand the core industry of Beifa Group - pen making, cooperation with upstream and downstream enterprises, and from a single pen to the entire stationery industry expansion, the formation of an industrial chain, the construction of digital cooperation platform, focusing on digital empowerment and technology empowerment, driving the overall development of the industry, to open a new globalization process.
Written by: He Xiao, Yu Jian
Editors: Yu Ming, Ma Shaozhi