Wenzhou Commodity Enterprise Development Case Studies

Wen Zhou's small commodity began during the economy system transfer at end of Age 1980. And expand rapidly after 1990. Much attention was paid to so called "Wen zhou Model". This dissertation discusses this topic deeply by study the example of lighter business, pen business, shoes business, and so on.Generally, the expanding of the small commodity of Wenzhou has experienced 3 main phases: Phase I is Imitation; Phase II, Quantity extension; Phase III, Quality improvement. During deferent phases, sales& marketing strategies were deferent. Such as purely depend on wholesale, no brand, OEM, and own brand.Wen Zhou's small commodity can quickly occupy the internal and international market, mainly because of the cost advantage. Specialization production made that small enterprise gain the profit of big dimension, which is so called " wolfs tactics". Except the cooperation advantage, the manufacture of Wen Zhou's small commodity is mainly centralized, which forms region-centered-development model. With this kind of region-centered -development model, logistics and information flow are very smooth and with high efficiency.In the international market, the case of European union's "CR case" indicates the weakness of Wen Zhou's small commodity competency. With the international competency becomes more and more hot, TBT and dumping in reverse will be more and more frequently be used, which means that, Brands, sales network, and technology property right plays a more and more important role in the international bushiness. So, Wen Zhou's small commodity shall follow a new direction to brand output, not only product output.Through the analysis of target, environment, and resources of different phases, Wenzhou enterprises made the appropriate strategies. Of course, if the wenzhouness didn't choose appropriate strategies, they can't success. But in China, many areas had the similar conditions together with Wenzhou. Why only Wenzhou successes? The conclusion is that the difference of human resource, or so called " Wenzhou spirit".Through the analysis of WenZhou's small commodity model and Wenzhou civilian enterprises development, we can learn for Chinese civilian enterprises development strategies and its sales and marketing policies tropism.