photo source / 123rf.com.cn
[global view] in this issue, eBay invited three celebrities to explain the vertical categories of PPE
distinguished guests:
Lei Limin, vice president and Secretary General of China Textile Business Association and chairman of safety and health protection articles Committee
Deputy Secretary General of safety and health protection articles Committee of China Textile Business Association Zhu Wenbin, Secretary General of Shanghai Labor Protection Articles 1ndustry Association
eBay: Zhou Yongjun, senior business manager of business development team
01. PPE has huge opportunities in overseas market
Q: labor protection articles are used to protect employees from chemical radiation, electric equipment, human equipment, etc Mechanical equipment or in some dangerous workplaces caused by serious work injury or disease designed products, also known as PPE products (personal protection equipment). How big is the overseas market scale of PPE products? What are the characteristics? How is the market growing? Lei: in the past two decades, China’s PPE industry has made obvious progress with the overall economic development brought about by the national reform and opening up. 1t has basically got rid of the primary marketing mode of relying on low-cost competition of products, and has officially entered the “continuous improvement of product quality, enhancement of new product R & D level, 1t is a brand new stage to promote the brand influence of products
throughout the domestic and foreign markets, there have emerged a number of PPE enterprises with large business scale, cutting-edge development capabilities, perfect marketing strategies, and annual output value of over 100 million yuan. 1n recent years, the annual production and sales value of China’s PPE industry has increased by 10-15%, so it can be said that China’s PPE industry has officially entered a new stage of innovation and development
ZHU: in the international market of protective products, a number of Chinese foreign trade enterprises with OEM brand have strong competitiveness in product development, quality control, price positioning, etc. Especially in the areas with Gaomi in Shandong, Nantong in Jiangsu, Wenzhou in Zhejiang and Dongguan in Guangdong as industrial clusters, the protective gloves, safety shoes and other products that need labor-intensive processing have advantages in style, function, quality and price< Chinese PPE enterprises have core competitiveness
Q: how about the production capacity and technology level of Chinese PPE enterprises, and whether they have the ability and strength to seize this market opportunity? Lei: in the past two decades, China’s PPE industry has made remarkable progress with the overall economic development brought about by the national reform and opening up. 1t has basically got rid of the primary marketing mode of relying only on low price competition of products, and formally entered the “continuous improvement of product quality, enhancement of new product R & D level, 1t is a brand new stage to promote the brand influence of products
throughout the domestic and foreign markets, there have emerged a number of PPE enterprises with large business scale, cutting-edge development capabilities, perfect marketing strategies, and annual output value of over 100 million yuan. 1n recent years, the annual production and sales value of China’s PPE industry has increased by 10-15%, so it can be said that China’s PPE industry has officially entered a new stage of innovation and development
ZHU: in the international market of protective products, a number of Chinese foreign trade enterprises with OEM brand have strong competitiveness in product development, quality control, price positioning, etc. Especially in the areas with Gaomi in Shandong, Nantong in Jiangsu, Wenzhou in Zhejiang and Dongguan in Guangdong as industrial clusters, the protective gloves, safety shoes and other products that need labor-intensive processing have advantages in style, function, quality and price
03. Cross border e-commerce brings new opportunities for Chinese PPE enterprises to enter the international market
Q: in the past, PPE products were usually exported in the form of traditional trade. Now, cross border e-commerce, a new form of trade, is booming. What new opportunities does it bring to the export of PPE? 1’ll analyze it for you
ray: “cross-border electricity supplier” is a new import and export trade mode with “big data 1nternet plus” innovation concept and “international network cooperation”. 1t has the advantages of wide, fast, convenient and low cost of marketing network, which will benefit the export of China’s PPE enterprises, especially for small and medium enterprises. We believe that the collapse of e-commerce can effectively promote China’s PPE products to enter the international market
ZHU: from the perspective of long-term development, China’s PPE products will certainly have a good performance on the cross-border e-commerce platform. So the earlier you invest, the more likely you are to take the lead. Through the association’s matchmaking, several PPE enterprises in Shanghai have sold on some cross-border e-commerce platforms, and have gained in both product resources and operating profits. 1n particular, through the big data of the cross-border e-commerce platform, we can subdivide the search results of buyers, more accurately grasp the needs and positioning of customers, and lay a good foundation for the upgrading of products and services and the development of enterprises. However, according to our understanding, the development of cross-border e-commerce in the PPE industry is quite different from that in the auto parts and other industries. 1n Guangdong, the highest sales volume of an e-commerce selling lamps in a day can reach 20000 orders, which is quite an amazing number. On the contrary, it also shows that there is great potential for the development of cross-border e-commerce in our PPE industry
week: as one of the world’s leading online trading platforms, eBay has continued to invest in industrial and commercial products in recent years, and the dominant market of the platform highly overlaps with that of domestic industries. We found that with the improvement of shopping experience on the platform and our education and cultivation of online purchasing awareness of small and medium-sized enterprise buyers, more and more users choose to purchase their own and company’s required product lines through the eBay platform, and the transaction volume has been showing a rapid growth trend, especially for labor protection products. On October 25, eBay released the current industrial trend of labor protection products and the transaction status of eBay in Qingdao. From the data, the online transaction volume of PPE products is growing rapidly. This has brought us great opportunities for PPE manufacturers. The output and quality of our masks, labor protection shoes, labor protection clothes and other products are in the forefront of the world. We can fully expand the advantages of the traditional export line to the online
04. Compliance + quality + brand: the key to the transformation of Chinese PPE enterprises into cross-border e-commerce
Q: for those PPE enterprises who are interested in expanding overseas markets through cross-border e-commerce channels, what aspects should they make efforts to better achieve the goal of entering the international market through this new channel? Big guys give you directions
ZHU: when selling PPE products to high-end markets such as Europe and the United States, we should do a good job in product certification, avoid risks, and greatly increase the premium. European and American markets have strict requirements for the entry of Chinese made PPE products. The products sold must comply with local regulations and standards, which is the so-called “compliance”. At present, few PPE enterprises have invested in cross-border e-commerce. Some willing enterprises are not familiar with product certification and dare not take this step. The reason is that the products exported by these enterprises have been certified by the European Union, the United States, Australia and other countries and regions, so they are more familiar with and have more advantages in entering these markets. Therefore, Chinese PPE enterprises, whether manufacturing enterprises or trading enterprises, need to do a good job in product certification to avoid risks if they want to participate in cross-border e-commerce transactions
in cross-border e-commerce platforms, PPE products need to be priced reasonably to find product positioning and avoid falling into a price war. 1t is indisputable that China’s PPE products are not inferior to foreign products in terms of style and quality. However, in the era of open information, with transparent prices and serious homogenization of products, buyers can easily find the supplier with the lowest price and purchase products from them. 1n fact, from the perspective of sellers, they all hope to have differentiated competition in the supply of products. From the actual sales situation, on the contrary, medium and high-end products are more competitive on the cross-border e-commerce platform, and the more high-end products, the more profit growth point. 1f you want to get better profits on the cross-border e-commerce platform, it is particularly important to give up some low-end products
Zhou: in the past two decades, China’s PPE industry has made obvious progress with the overall economic development brought about by the national reform and opening up. 1t has basically got rid of the primary marketing mode of relying only on low price competition of products, and officially entered a new stage of “continuously improving product quality, enhancing the level of new product research and development, and enhancing the influence of product brand”
throughout the domestic and foreign markets, there have emerged a number of PPE enterprises with large business scale, cutting-edge development capabilities, perfect marketing strategies, and annual output value of over 100 million yuan. 1n recent years, the annual production and sales value of China’s PPE industry has increased by 10-15%, so it can be said that China’s PPE industry has officially entered a new stage of innovation and development< Advantages of expanding PPE overseas market on eBay platform
Q: as a pioneer of China’s cross-border e-commerce retail export industry, with its global platform and in-depth insight into global consumers, eBay can bring many beneficial help for Chinese foreign trade enterprises to explore new business opportunities in the global labor protection products market. Ray: as a “global cross-border e-commerce platform”, eBay has been able to participate in China’s PPE fair, which proves that China’s PPE products have begun to attract wide attention from all over the world, which also increases the confidence of China’s PPE enterprises
with world-class customer groups and perfect enterprise and customer service network, eBay can establish a good international trade “cross-border e-commerce” platform for Chinese PPE enterprises, so that Chinese PPE enterprises can sell their products to the international market in the fastest and easiest way, and continue to expand the influence of Chinese PPE products, 1t will also gradually promote the development of China as the world’s largest producer of PPE to a powerful producer
China’s PPE industry is in a period of rapid development. While improving its product strength, it also needs to explore high-quality sales channels, because only by “selling” can the world understand the progress and development of China’s PPE products, truly enhance the influence of China’s PPE products in the world, and constantly promote the steady progress of China’s PPE industry as a whole. Of course, we also hope that through the global cross-border e-commerce platform like eBay, we can bring new business opportunities for the market development of labor protection products in China
ZHU: for PPE enterprises, the operation of cross-border e-commerce is not lack of finding high-quality products, but the demand for professionals is more urgent. After the construction of cross-border e-commerce platform, a lot of work needs professionals to achieve all the operational needs, all-weather response, mastery of professional knowledge and problem-solving ability. We need a large number of compound talents, which is the most difficult problem for us to solve in one step when we operate cross-border e-commerce PPE enterprises. This also requires our cross-border e-commerce platforms, such as eBay, to continuously organize training and cultivate a group of professional e-commerce talents. This is not something that can be achieved overnight by finding a group of students majoring in foreign trade from universities