"Bo Shen" brand channel road

Boshen Tools Co., Ltd. was established in 1994. In the 21st century, the “Bo Shen”, which has been in the diamond tool industry for six or seven years, has become famous in the industry. The sales network spreads all over the country, and the “Boshen” brand has become more and more influential. It has sold more than 100 million yuan in revenue and built factories in the development zone. It has its own development platform. Bo Feng, who is full of wings, has turned his attention to the international market that is both longing for and unfamiliar.

In 2001, with the feeling of “pilgrimage”, we went to Germany to participate in the “International Hardware Exhibition”. I didn't have my own booth, just carrying a pack of samples and samples, I was looking for an opportunity to show Boshen's products to foreign customers. It happened that a customer who had just watched a Korean company booth came out. We greeted you and said hello. Please look at our products. He carefully read the products and said that they are good. Just take a copy of the one we put next to us. A sample of Korean products, I quickly handed in a sample of Boshen, he looked, and asked, "You are a Chinese company? Is this product produced by you?" Then he turned and left. We have transferred some booths of domestic trading companies to introduce our products. Most of the responses are: 105 saw blades, 0.3 dollars, can you do? I think: It is no wonder that others use our products as "junk" goods. First, there are indeed gaps in products. The channels that domestic enterprises do not have can only rely on a small number of importers and exporters. Therefore, it is the main reason why prices have to be mutually exclusive.

Under the introduction of a friend, we visited a Spanish diamond tool manufacturer, advanced technical equipment, advanced technology, and methodical production organization, which really made us see the gap. We also introduced them to "Bo Shen" and our products. A product manager saw our product, "much like the Korean product", and arranged the cutting experiment, said that the performance is very good, said that she is very willing to cooperate with us, and immediately accept our invitation to inspect our factory, Later became our customer.

Our first trip to Europe is that we have a gap with the developed countries, and the gap is not small, but it is by no means a world apart. In addition to the technical gap, the accumulation of brands and the control of the channel may be our biggest gap! It is not only the brand of enterprises and products, but also the brand of “China”. Because there is no brand and no channel of our own, we can only "do the most tired life and eat the worst meal" at the end of the entire supply chain. If Chinese companies want to gain a place in international competition and win in the competition, they must "build their own brands, build their own channels, and take their own path."

"Bo Shen" brand channel road

In the first few years of the 21st century, it was the fastest development of Boshen, and it was also the formation of the “Boshen” brand, and the years of rapid growth of Boshen’s independent channels. We are investing tens of millions of funds, introducing a large number of foreign advanced equipment and advanced technology, increasing investment in product research and development, and quickly occupying the commanding heights of domestic diamond products technology. At the same time, we will broaden and extend the product line around the tool industry according to the principle of “maintaining specialization”; Adhere to technology and management innovation; adhere to brand, sales channels and corporate culture construction, continuously expand domestic and international markets, and build internationally renowned enterprises that continue to operate, grow rapidly, and develop healthily.” The enterprise development strategy requires a lot of manpower and resources to carry out brand and Channel construction has produced remarkable results.

In terms of channel construction, from the beginning of the company's establishment, Boshen attaches great importance to the construction of the domestic marketing network, adopting the “brand agency, regional sales” dealer model, from the north to the south, quickly spread, through seven or eight years of efforts The company has basically formed a marketing network covering major domestic markets. The “Boshen” brand has risen rapidly and the company has sold over 100 million yuan.

In 1999, Boshen began to get involved in overseas markets. It is not too early to start in the same industry, but also through foreign trade companies. It has gradually been found that such foreign trade companies are not sensitive enough to the industry, production, and market information. Some foreign trade companies do not consider the long-term development of industries and enterprises. For short-term profits, they compete for production prices, neglect quality, and form vicious competition. It is extremely harmful to the industry. Bo deeply knows that such low-end products compete at low prices, and enterprises cannot have a bright future and start their own layout in the international market.

In 2000, Boshen's first batch of diamond tools were exported to the United States and entered the international market;

In 2001, Boshen was qualified to import and export, and its products expanded rapidly to Europe and Southeast Asia;

In 2001, Boshen USA was established, and Boshen had the first overseas wholly-owned subsidiary;

In 2005, Boshen set up an office in Germany to further explore the European market, and the export of foreign exchange exceeded the US$10 mark;

In 2008, Boshen completed the acquisition of a Singapore company and owned a second overseas wholly-owned subsidiary;

In 2010, we invested US$1.5 million in Sao Paulo, Brazil, and established Boshen Brazil to start expanding the South American market.

In 2010, Boshen spent $3 million to successfully acquire a 100% stake in Canada's Syracuse to expand the North American market. After becoming a US-based Boshen limited liability company, the company established another wholly-owned subsidiary in North America.

In 2011, the company invested 150 million yuan to set up a wholly-owned subsidiary in Thailand to build a diamond saw blade production base overseas, and to use the location and policy advantages to develop and develop South Asian markets such as India.

Through more than ten years of hard work, Boshen has formed a relatively complete domestic and foreign marketing system of “balanced domestic and foreign trade, mutual promotion and alternate growth”, which has promoted the sustained and rapid development of the company.

In the country, we have formed a network of dealers with “brand agency, regional sales”, exclusive stores, direct sales stores, online sales, project bidding and large-customer-assisted domestic marketing system. Nearly 200 prefecture-level cities in nine provinces, municipalities and autonomous regions have reached more than 500 customers.

In the United States, it has established a foothold in the United States, Canada, and Brazil to develop the North American and South American markets; with Thailand as the center, it has radiated ASEAN, India, Australia and other Asia-Pacific countries and regions; based on Germany, the basic layout of the European market. In recent years, in response to the impact of the international financial crisis, the company has invested in the development of emerging markets including Russia, Eastern Europe and the Middle East, and achieved rapid growth.

In terms of brand building, in the early 1990s, domestic diamond tools market, foreign brands occupied a major position, "Bosch", "Manda", "Hitachi" and other famous brands market share is very high, but the price is high. Many domestic small manufacturers, in order to sell products, have copied these brands, many dealers are also willing to accept in order to earn more profits, the market is counterfeit, destroying the market order, greatly harming the interests of consumers, At the same time, it has greatly damaged the reputation of the domestic diamond tool manufacturing industry.

By taking unfair competition means, enterprises can really obtain great benefits in the short term, but enterprises can't get on the right track and stay attached to others for a long time. They will never grow up. If enterprises want long-term healthy development, they must "play out." Your own brand." The preliminary rough consensus will bring Boshen to the road of creating its own brand.

Registered the "Bo Shen" trademark, taken from the "Broad and profound" as the goal of our lifelong pursuit. In 1995, the "Boshen" saw blade was introduced to the market. At the beginning, many dealers did not accept it. They believed that foreign brands were better sold, and even preferred to sell products that were counterfeit with foreign famous brands, and were unwilling to accept unknown domestic brands. We work on a family and conduct live demonstrations. The stable quality and high cost performance of “Boshen” products have won the recognition of some forward-looking dealers and friends, and we signed the cooperation of “Boshen” brand promotion. protocol. The company has invested in various forms to carry out brand promotion and product promotion. Under the joint efforts of the manufacturers, the “Boshen” brand was launched and quickly spread to the market.

The formation of the brand can never be achieved overnight. It requires rich connotation support (products, services, corporate culture, etc.) and meticulous cultivation. Boshen has made unremitting efforts in this regard:

In 1996, the diamond-shaped logo was designed by the well-known artist Chen Youbai and registered as the first trademark of Boshen.

In 1998, Boshen introduced the VI visual identity system in the industry, redesigned the corporate logo and standardized the brand promotion of the company.

In 2003, Boshen introduced the CI system in the industry, established a standardized and modern corporate image recognition system, and invested a large amount of funds to spread it widely, which significantly enhanced the visibility and reputation of Boshen and expanded the national tool industry. Influence, image communication system is in line with the international market. And gradually improve from "product management" to "brand management", making the Boshen brand more international.

In 2005, the “Boshen” trademark was recognized as the first Chinese well-known trademark in the industry.

Up to now, the Boshen trademark has been successfully registered in 37 countries in Europe, America, Asia and Oceania; the trademarks registered by 8 Boss Tools such as “Saw Doctor”, “Double Sword” and “Equation” have been recognized as famous in Hebei Province. Trademark; Boshen diamond circular saw blade, engineering thin-walled drill bit was rated as “Hebei Famous Brand Product”; “Boshen” brand was awarded “Hebei Best-selling Brand” and “Hebei Province Export Famous Brand”.

In 2001, Boshen entered the Southeast Asian market and positioned itself as a self-owned brand. An unnamed Chinese brand, competing with it on the same stage is a lot of international big brands, the difficulty can be imagined. However, through more than ten years of persistence and hard work, at present, in Southeast Asia countries such as Singapore and Malaysia, Boshen brand diamond products are almost all of the hardware products stores, and the market share is among the best. The brand influence exceeds the well-known foreign companies.

In order to further expand the sales of independent brands in the international market, in recent years, we have registered in Sao Paulo, Brazil, and launched independent brand sales in emerging developing markets such as South America. It also acquired Canada's Syracuse Company for a total of US$3 million to conduct an independent brand operation in developed countries.

Facing the gap is a long way to go

China's diamond industry has gone through 50 years and achieved remarkable achievements, especially in the past 20 years. With the rapid development of private enterprises and the rapid development of diamond synthesis technology and equipment, China has become a veritable Diamond power. The domestic diamond products industry is relatively short, and its real rise has been in the past two decades, but the development is not long and fast. Not only the domestic market has a rare foreign product, but also occupy an important position in the international market.

I strongly agree with the words that people in the industry often say, "China has become a diamond power, but it is not a diamond power." Especially in terms of products, there is still a big gap compared with big multinational companies.

1. Research on application basics is not enough. In particular, the design of new materials, breakthrough research methods and other aspects are even more inadequate. Therefore, there are many products to imitate, less independent innovation, and lack of innovative technology to promote the development of the industry. The reason is mainly the lack of professional research strength. Due to the relatively small industry, there are not many professional institutions engaged in such research in China, and there are few institutions engaged in this professional teaching. In addition, the scale of enterprises in the diamond products industry is generally small, and the research and development strength of enterprises is relatively weak. More power to engage in basic research.

2. Technical equipment support is not enough. Most of the manufacturing sectors of the product industry are still in the state of manual or self-made simple equipment production, which seriously affects the improvement of product quality and production efficiency. It is also an important reason for the small scale of the product industry and the difficult integration of the industry. Fortunately, in recent years, the development of equipment manufacturing in the industry is still very fast, and a number of equipment manufacturing enterprises with good development momentum have emerged, and such as "small saw blade automatic press" and "continuous hot press sintering furnace" have been developed. ", "automatic saw blade polishing machine" and other good equipment, to give us diamond tool manufacturing enterprises, to achieve technical upgrades, provide support. However, the overall level of equipment manufacturing is still low, the products are not in series, and there is still a big gap in quality stability, which needs to be improved rapidly.

3. In the diamond products industry, the scale of enterprises is generally small. In general, management is extensive, and even management is not talked about, especially the lack of quality control and testing methods, resulting in low product quality. In the communication with foreign customers, customers generally reflect that the biggest problem of Chinese products is the unstable quality, the lack of attention to detail control, the constant problems, the large number of complaints from customers, and even the loss of orders, which greatly reduces the value of our products. Lost a lot of profits. The comprehensive management capabilities of enterprises need to be greatly improved.

In addition to the gap between technology and management, I think the bigger gap is brand influence. Chinese brands are still very weak in the international market. They are still at a disadvantage in international competition, and most of the interests in the supply chain are taken away by others. A product that uses European brands and Chinese brands has a price difference of several times. This phenomenon is still a common phenomenon. Nabo said that in the developed markets of Europe and the United States, most of them are still OEMs, working for others. "The road of Chinese companies' own brands" still has a long way to go! We should seize the opportunity of the global financial crisis, the opportunity of global economic restructuring and integration, and take the initiative to transform the enterprise. Through technological innovation, management innovation, channel and marketing model innovation, improve the comprehensive capabilities of enterprises, provide customers with the best products, best service, continuously expand our influence in the international market, and enhance the connotation value of enterprises and product brands. At the same time, we will continue to increase investment in independent channel construction, gradually expand the scope of independent brand promotion through self-construction, mergers and acquisitions, etc., increase the visibility of independent brands, create a truly international brand, and make us a true diamond power. Contribution! (This article is taken from "China's super hard materials industry for 50 years", the original title is "to build a brand building channel to go their own way")

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