Nandu News The 131st online Canton Fair has been carried out for two days, in the case of face-to-face communication obstruction, how can exhibitors retain guests through the network and develop customer sources? How to use the Canton Fair to open up the international and domestic markets? How do the new features of the Cloud Canton Platform bring traffic to enterprises? Nandu reporters interviewed a number of Guangdong exhibitors on the exhibition two days before the Canton Fair.
Guangzhou Textile Import & Export Group Co., Ltd. live broadcast scene. Photo courtesy of exhibitors
Open up the "double cycle", exhibitors pay attention to the domestic market
Under the new foreign trade situation, in recent years, many Canton Fair exhibitors have begun to "look inward", and at the same time exert efforts to export and domestic sales. The theme of this year's Canton Fair is also "Connecting Domestic and International Dual Cycles", and online double cycle promotion activities were held.
Nandu reporters interviewed and found that many foreign trade enterprises participating in the exhibition continued to pay attention to the internal circulation market and strived to open up the internal and external markets. For example, Guangzhou Pisces Sporting Goods Group Co., Ltd., as the "old Canton Fair", launched a new tee machine, WTT table tennis and a new table suitable for foreign markets for foreign markets.
But there are also many enterprises in an interview with Nandu reporter said that the difference between the two markets inside and outside is quite large, for the exhibitors who have been engaged in foreign trade for a long time, if they want to open up the double cycle, on the one hand, they must produce products suitable for the country, on the other hand, there must be corresponding talents and channels.
The relevant person in charge of Guangzhou Light Out Group Co., Ltd. said that compared with offline, the online Canton Fair can display more goods. The company has a total of 1556 products on the shelves this time, including 1420 light out platforms, 126 minmetals platforms, and 10 department store platforms. Among them, including a large number of new products. "The new products are all based on the experience of previous best-selling products, combined with the current diversified needs of the market." The person in charge said that most of the company's products have actually adapted to the market demand of the double cycle at home and abroad, but he also said that relatively speaking, the domestic sales of the old foreign trade enterprise still lack channels and teams.
The relevant person in charge of Guangzhou Textile Import and Export Group Co., Ltd. said that since 2018, the domestic market has been explored, and children's wear, sweaters, fashion women's wear, and denim have taken the lead in the domestic market. "However, compared with domestic products and foreign trade products, there are certain different needs in terms of color matching and design, size and other humanistic connotations."
Some exhibitors said in an interview with Nandu reporter that to develop domestic and foreign markets, it is necessary to have accurate positioning of the target market and consumers, and provide matching consumer products in combination with market positioning, and at the same time, it is necessary to effectively and persistently market products, including multi-dimensional thinking on product display, selling point publicity and product sales methods and means.
Pisces Group live broadcast live. Photo courtesy of exhibitors
Exhibitors live streaming with goods has new tricks
Since the 127th Canton Fair began to be on the "cloud", exhibitors have long been accustomed to the situation of online foreign trade. Nandu reporters interviewed and found that compared with the discomfort when they first "touched the net", a group of exhibitors have long been comfortable with live broadcasting and other forms. At the Canton Fair, many companies also played a "new meaning".
Guangzhou Chemical Import & Export Co., Ltd. continues to innovate in the process of "stepping on the clouds and going to sea". The relevant person in charge of the company told Nandu reporter that before the Canton Fair began, the company deepened the operation process of using online exhibitions and transactions in advance, optimized and upgraded the "Cloud Canton Exchange" live broadcast room, hoping to highlight the richness and professionalism of the product series. At the same time, the company has added a green screen cutting effect in the live broadcast room, which can not only beautify the live broadcast environment, but also show the personality characteristics and effectively improve the live broadcast effect according to different products and target markets.
The person in charge revealed that in order to accurately launch the market at home and abroad, on the "Cloud Canton Exchange", Guangzhou Chemical integrated a variety of marketing tools, moved the products as a whole to the "cloud", opened 30 live broadcasts, more than 200 exhibits on the shelves, and introduced small language talents for the market segment to broadcast live, and accelerated the company's integration into the new development pattern of double circulation by carrying out multiple rounds of precision marketing for new and old merchants.
Guangzhou Hutou Battery Group Co., Ltd. provides three-dimensional and all-round product display for exhibitors through the two-line linkage of VR cloud exhibition hall and product center, so that customers can more intuitively understand the image and technical characteristics of products. According to the previous online Canton Fair merchants click to browse and consult, the group appropriately adjusted the structure of exhibits, increased similar products and new products that received more attention, and more vividly displayed products through the form of live video promotion to attract customers.
As an important way for exhibitors to display their products, online Canton exchange is inseparable from live broadcasting. After the last four "exercises", exhibitors have fully adapted to this format. Nandu reporter found that many companies have also innovated the way of live broadcasting. For example, Pisces Group adopts a combination of live broadcast and recording, and the live broadcast room can realize man-machine matching and product trial, and more intuitively recommend products to buyers. Hutou Group designed a short video form live broadcast, and during the live broadcast, it pushed the exclusive product application background screen for each live broadcast to enhance the live broadcast participation experience and product promotion and display effect of the participating buyers.
Exchange business cards online to help follow-up business development
The Canton Fair on the "cloud" has high requirements for online platforms. Insufficient network speed, access delay, etc. will greatly affect the efficiency of online trade of enterprises. How to ensure the smooth docking of exhibitors and merchants? According to Xu Bing, spokesman of the Canton Fair and deputy director of the China Foreign Trade Center, at the opening press conference, the Canton Fair comprehensively updated the platform technology infrastructure, optimized the data structure of exhibitors' exhibits, and the system operated more efficiently and quickly responded to changes in user needs. At the same time, it also optimizes the acceleration configuration of the global network, effectively reduces the delay of domestic and foreign access, and improves the speed of cross-border access.
"We have tried a number of new functions of the platform, and I feel that it still has a great effect on the development of merchants," the relevant person in charge of Guangzhou Hutou Battery Group Co., Ltd. told Nandu reporter that the system covers multiple service terminals, and buyers can establish instant contact with exhibitors in a variety of ways, and the real-time interactive communication experience between the two sides has been greatly improved.
Exchanging business cards is also a new feature of this time. "The customer business card function display of the chinese and English official website on the computer side and the mobile phone end is clear at a glance, and the exhibitors can establish direct communication with the merchants through public information," the person in charge said, which will greatly help the follow-up business development of the enterprise, "and the business card information statistics are fully covered, which helps the exhibitors to carry out statistical summaries and enhance the follow-up customer development and interaction after the exhibition." ”
The relevant person in charge of Pisces Group said that the new push flow function increased the exposure rate of the product and brought a degree of improvement to the docking of supply and procurement.
Nandu reporter learned from Tencent, which provided online platform development and technical support for the Canton Fair, that the company reconstructed the technical base of the online platform of the Canton Fair, and used cloud native and middle office business flow capabilities to greatly improve the quality and efficiency of research and development. Among them, one of the most important links of the Canton Fair, the supply and procurement docking link, provides accurate exhibitor exhibit search results and personalized recommendations, as well as intelligent business opportunity matching and business card exchange, promotes trade achievement, and through real-time translation, intelligent routing and other efficiency tools, to help buyers and exhibitors to smoothly carry out online negotiations. At the same time, it also provides large-scale nearby access points and accelerates the configuration through the global network, effectively reducing the phenomenon of domestic and foreign access delays.
Written by: Nandu reporter Wu Xuan intern Ling Jingming