Regional Sales Characteristics And Market Coping Strategy Of Exported Pliers Of XJ Company

XJ Company is a large conglomerate that is specialized in producing hardware hand tools,integrating production,processing and export trade.Export of tool products has experienced a golden phase of rapid development in the past decade,but market competition has become increasingly intense in recent years.Against the background of increasingly intense competition,XJ Company shall invent and design products with novel appearance and more functions,in order to enhance market competitiveness and remain invincible amidst cruel marketing competition.Therefore,it is of important practical application value to research market sales characteristics and market coping strategy of core products of the company.As a main category of hand tools of XJ Company,pliers take up a considerable proportion of exported hand tools;exported pliers especially in European and American markets take up more than 90%of all exported pliers of XJ Company.This paper analyzes industrial position and advantage of exported pliers of XJ Company,studies sales characteristics of European and American sales markets,carries out SWOT analysis on pliers sale of main retailers in North America,investigates it from the aspects of price distribution,brand intention and market share etc.,and thus grasps different demands of customer markets and different orientations of product functions.Combining pliers export performance of XJ Company,this paper further analyzes main problems in pliers export sale.In order to solve problems and expand the market,the company has put forward an overall thought about coping strategy;that is,expand R&D design,develop private brand,sell products in a differentiated way and boost production automation.Moreover,implement product planning such as serialized design proposal,including new appearance series,new function series,special purpose series,such as sales promotion proposal and brand design proposal and so on.As a result,breadth and depth of pliers’ product line have been expanded,while company product mix has been optimized.Through investigation and analysis,this paper works out corresponding market coping strategy and product design planning of exported pliers.It is of certain guidance and reference significance for market strategy and product planning of other categories of hand tools.Therefore,it helps to optimize company product line,enhance market competitiveness and expand product export share.