After understanding the information of competitors, we need to clarify the size of the threat posed by competitors to us, that is, the strength of competitors’ competitiveness. A simple model for exporter evaluation has been developed. According to this model, we can evaluate our own enterprises and peer enterprises, and basically have a certain rational understanding of the competitiveness of our own enterprises in the industry. This model contains 10 aspects.
1. Enterprise location
Competitors are not only distributed in China, but also in countries around the world. For Chinese enterprises, the heavyweight and worthy of special attention are foreign competitors. Taking the location of the enterprise as the first criterion is mainly because if exporters want to win the international market, the export marketing ability of the enterprise is the first key, and the export marketing ability has a great relationship with the overall marketing level of the country’s enterprises. The export marketing ability of an enterprise is difficult to be separated from the economic environment in which the enterprise is located. In countries with developed market economies, peripheral professional service agencies can often quickly improve the export marketing ability of the country’s enterprises.
2. Export market share of various countries
The export market share refers to the proportion of the country’s export amount (or quantity) in the total export volume of similar products in the world. This proportion reflects the development status of the country in a single product. If the profit of enterprises from their territories is derived from the advantages of concepts and professional services brought by the external environment, then the export market share of each country is often the country’s advantage in single product technology.
3. The proportion of production scale of each country
The proportion of production scale of each country is the share of the country’s total production and manufacturing in the global production and manufacturing. To evaluate this indicator, you need to consult certain information.
The proportion of production scale reflects the market size and production factor advantages of the country.
4. The share of corporate exports in the country’s export market
The above three indicators are used to measure the overall competitiveness of a country in a certain industry, and the share of corporate export scale in the country’s export market can be used to evaluate the export competitiveness of domestic companies. Generally speaking, the larger the export share, the stronger the competitiveness. To understand this indicator, we first need to understand the export scale of domestic companies. This requires the export data of customs of various countries.
5. The share of corporate production scale in the country’s industry production scale
Entrepreneurs in the Chinese manufacturing industry generally have such an experience: big is not necessarily strong, but small is definitely not strong.
Whether from the internal scale effect or the external value-added effect, the manufacturing scale can have a great impact on the competitiveness of the enterprise.
6. Whether the enterprise has obtained ISO 9000 quality system, ISO 14000 environmental protection system and other certifications
International quality standard certification is basically the most popular enterprise certification in the world and has been recognized by the industry; at the same time, it should be noted that different issuing agencies have different influences on the certificate. The actual situation is often that many Chinese companies are suspected of spending money to buy IS09000 certification. Therefore, if the company’s certification is issued by an international authoritative certification agency, the credibility will be higher.
7. Whether the company has obtained international authoritative certification in the industry
Almost every industry has certifications used within the industry, such as electronic products, food and other industries have some international authoritative certifications in the industry. Passing these certifications is the best proof of product quality, safety, and environmental protection, and it is also a reflection of whether the company is competitive.
8. Whether the company has world-renowned customers (such as the Fortune 500 or global leaders in a certain industry)
This is easy to understand. Before confirming a company as a formal supplier, world-renowned customers generally have a relatively strict review process, such as filling out many certification forms, visiting the factory, investigating the industry, and passing trial order inspections. Therefore, the suppliers who can finally pass the review are generally relatively excellent suppliers. Moreover, the supplier certification of world-renowned customers is often more convincing than many of the standards mentioned above, because it is the result of the company’s in-depth investigation and testing.
9. Does the company have a high-quality independent domain name website?
This is a new criterion that has emerged in the Internet information age. In fact, the company website is often a microcosm of many aspects of the company.
10. Corporate reputation
Before the Internet was fully popularized, it was difficult for us to evaluate the reputation of the company. Now search engines are a very useful tool for us to evaluate the reputation of the company. Using search engines to determine the reputation of a company mainly refers to two indicators: one is to search the company name to see how many times the company name appears on the Internet; the other is to search the number of times the company’s website is linked by other websites, and based on this, the company’s reputation can be roughly judged.
Based on the above 10 factors, we can basically judge the gap and advantages between us and our competitors.