Views: 0 Author: Site Editor Publish Time: 2021-03-31 Origin: Site
Affected by the trade war years ago, the foreign trade export situation of many countries is not very good, and many companies are very troubled by this. Under this situation, we can no longer develop customers as long as we have channels as before. Efficient development methods can no longer meet enterprise needs.What we need is more analysis of the efficiency and advantages of development channels to make our development time more efficient.So the most controversial question is whether it is better to develop customers through exhibitions or through platforms?Undoubtedly, traditional exhibitions have many limitations, such as limited exhibition time and excessive capital investment, but they are more authentic and reliable. The rapid development of the Internet has brought new opportunities to many companies. Through many platforms (Facebook, LinkedIn, YouTube) Developing customers not only saves time but is also very efficient, but many customers will worry about product quality and other issues.Therefore, this issue cannot be generalized. For these two development methods, we can carefully analyze their respective characteristics and choose a suitable method for developing customers based on the actual situation of the company.
Difference 1: The length of the cycle affects the number of developed customers
For exhibitions, the cycle is short. Whether it is a domestic or foreign exhibition, it usually takes about a week for the first phase of the exhibition and about half a month for the third phase of the exhibition.When an exhibition is held, hundreds of customers pass by the booth every day, but the number of people who stay is pitifully small, and the time to display products and services is limited. Neither party has enough time to get to know each other. Therefore, many companies that gain customers through exhibitions After the exhibition, an email will be sent to customers to seek cooperation, but the transaction rate is not very high.As for the platform, the products displayed on the platform are displayed all year round, and customers will have the opportunity to inquire about us at all times, not just during the exhibition period. From this perspective, the foreign trade transaction rate has increased a lot.
Difference 2: Customer experience affects trade transaction rate
The Internet is developing rapidly. Even if the platform covers a large number of users, compared with the platform, in the exhibition, the products displayed on the booth can be seen and touched, which is more real.Customers can observe the physical products with their own eyes, especially the functions of some products can be experienced personally, which makes customers trust us more. However, the number and time of the products on display are limited.The platform is different. Take cranes as an example. On the platform, customers will see pictures and parameters of crane products uploaded by us, such as crane classification, specifications and models, structures, operating procedures, etc. For customers, such information The degree of introduction is not very high, so many customers will ask to send samples. If they are satisfied with the samples, the transaction rate will increase, and vice versa.
Difference 3: Industry situation, network platform is more impressive
When collecting industry market conditions, we usually rely on online information to summarize.The intensity of competition in the market is also supported by our data analysis. In fact, at exhibitions and platforms, we can also experience the intensity of competition in the market.
Let’s take a look at the exhibition first. Generally speaking, exhibitions will put exhibitors of related products in one exhibition area, which means that when we participate in the exhibition, our competitors will not be too far away. At this time, we have a good opportunity to study competitors. For example, important information such as new styles and prices of competitors' products can be used to make adjustments that are beneficial to one's own products.However, for the platform, you can intuitively understand the information of your competitors. Through similar product keywords, you can search for the relevant product prices and price information of our competitors.For example, when we search for the product keyword 'crane' on Facebook, some relevant information about the product will appear. Customers often accidentally come across our products when browsing messages, and some interested customers often make inquiries. , increase the trade transaction rate.At the same time, the intensity of market competition can also be analyzed based on the number of competitors. The difference is that some competitors will not participate in the exhibition, but will display on the platform, so the number of competitors on the platform is relatively reliable.
Difference 4: Comparison of investment capital - the platform invests less and returns more
The cost of exhibitions is very high, often tens of thousands or hundreds of thousands. Whether it is financial, human or material resources, they are several times or even dozens of times that of the platform.Maybe the investment in one exhibition is equivalent to the annual investment in the platform. For some companies that need to save money, the platform is more cost-effective.
In terms of talent investment: Since the exhibition involves face-to-face discussions with customers about products and other matters, they must be talents who are quite familiar with the products and can answer various questions from users. For the platform, it only needs to follow the established product information and instructions. A general language foundation can make it easy to communicate with customers. The level of investment in talents is different. The investment in the platform is small, but the efficiency is high.
In terms of user coverage: there are some customers from various countries at the exhibition. Although there are many, the coverage is not comprehensive.The platform includes Facebook, LinkedIn, YouTube, Twitter, etc. The number of users covered by each platform cannot be underestimated. Take Facebook as an example. As of the end of March 2019, Facebook’s monthly active users were 2.38 billion, an increase of 8% over the same period last year.The user base is huge and can cover more customers in various countries.
Comprehensive analysis shows that both development channels have their own advantages and disadvantages. Therefore, whether a company chooses an exhibition or a platform to acquire customers, it still needs to make a choice based on the actual situation of its own company.
