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CCTV finance and economics "half an hour" program focus on Cixi to see how the home appliance town breaks through

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Release Date: 23/07/2020

Due to the reduction of foreign trade orders, the company's electricity consumption fell by 11% in the first half of the year compared with the same period last year, and the screw consumption decreased by 25%. Especially when the epidemic spread abroad, they had to suspend the recruitment.
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Company director long Guohong introduced that Yueli electric appliance was founded by his father 24 years ago. They began to do supporting work for foreign trade factories, and gradually became a large-scale OEM enterprise in Zhouxiang town. At present, they OEM more than 200 foreign brands, and their products are sold to more than 80 countries and regions. However, in recent years, with the rise of labor and price cost, the profit of OEM is becoming more and more meager.

Since 2016, the company has established its own brand, but it is not easy to open up the domestic market, because starting from scratch, it will cost about 20 million yuan to do marketing in the domestic channel alone, regardless of the annual sales volume of 40 million yuan or 50 million yuan. However, to remove these costs and expenses, it is basically to make a loss.

Forced to do so, Li opened up two new brands in 2019. Fortunately, when they crowdfunding a new product online, they were favored by a domestic Internet giant and received a OEM order for a hand-held hanging ironing machine.

However, the requirements of this order are more than those of foreign manufacturers. It requires not only a large amount of steam, but also the ability to hang and flat iron. Even the panel is required to be smoother than the previous products. The key is to sell only 129 yuan, which makes them feel completely impossible. This price is less than a quarter of what they have given to some foreign manufacturers.

With the idea of trying, they gritted their teeth and took over the impossible task, and finally launched this hanging ironing machine three months ago.

When the products came into the market, it was at a time when the international epidemic situation was serious. Foreign orders dropped sharply. Only this kind of hanging ironing machine, which was OEM for domestic brands, sold the best, with a monthly sales volume of more than 100000. It was the best-selling single product in the history of the whole factory, far exceeding the expectation. This let Fang Guohong see hope, he determined to vigorously develop the domestic market next.