Weak Position & Breakthrough of China’s Small & Medium-Size Enterprises in Market Game

MARKET & PRICE TREND OF TUNGSTEN CHINA,2021

PART VI of VII

Weak Position & Breakthrough of China’s Small & Medium-Size Enterprises in Market Game

Since the first website was built in September 1997, China Tungsten Online has been deeply engaged in the tungsten, molybdenum and rare earth industry. Since 2000, China Tungsten Online has been building and maintaining its website for China Tungsten Association, focusing on the collection, sorting and analysis of China's and global tungsten and molybdenum market information, and cultivating the customized e-commerce business of tungsten and molybdenum products for a long time.

Since June 28 this year, after comprehensively analyzing the macro economy, the price trend of bulk non-ferrous metals, the strong rise of China's real economy after the epidemic, the fluctuation trend of international oil price, and the domestic and foreign demand for tungsten products, we believe that the price of tungsten products will rise by a large margin, and that after a long period of rise, the price of tungsten products will maintain a certain high level, We will not repeat the change trend of sharp decline after the previous sharp rise. After that, we conducted more in-depth research and data analysis. Based on this, we first put forward the view that tungsten products will rise sharply, and made a series of analysis on the reasons for the rise and relevant factors of tungsten products industry. We believe that the rise in the price of tungsten products is a double-edged sword, which has both advantages and disadvantages for enterprises. Therefore, we also put forward the possible risks and future opportunities and challenges for the tungsten products industry, and put forward our own opinions on how large enterprises, small, medium and micro enterprises should deal with these problems.

The first part of this paper analyzes the influence of macroeconomic environment factors on the processing and production of tungsten products; The second part further analyzes the cost factors that directly and deeply affect the price of tungsten products, and reveals the deep-seated causes of price fluctuations since June and the irreversible impact on the future; The third part analyzes the spillover effect, future opportunities and risks of the price rise of tungsten products; In the fourth part, China Tungsten online makes a superficial analysis on the future opportunities and possible tuyeres of China's tungsten products industry; The fifth part analyzes the advantages and disadvantages of China's large tungsten products enterprises; In the sixth part, we will analyze the difficulties and breakthrough ways of small and medium-sized tungsten products enterprises in China according to our own development experience and lessons and observations. This article is the last part of the series. In the future, we will continue to analyze and discuss new problems and market fluctuations. Due to the limited manpower and resources of China Tungsten Online, the content is inevitably biased and fallacious. Please give me your advice.

1. Weak Position of Small & Medium-sized Enterprises in Market Game

According to the statistics of China Tungsten Industry Association, as of December 31, 2019, the association has 233 members, mainly distributed as follows:

In fact, in addition to the members who have joined the tungsten Association on a certain scale, there are still a large number of small and medium-sized tungsten products manufacturers in China. Taking Qinghe, Hebei Province as an example, by the end of 2018, the county has become the largest distribution center of waste cemented carbide and waste tungsten, molybdenum, nickel, titanium and other rare metals in China, with more than 50 enterprises above the production and operation standard, and the annual operating revenue has reached 2 billion Yuan. According to various online search data, such enterprises in China have gathered a large number of tungsten and molybdenum products processing and trading enterprises in Hunan, Jiangxi, Fujian, Henan and other places. It is preliminarily estimated that there should be more than 3000 enterprises engaged in the production and trading of tungsten and molybdenum related products in China, most of which belong to small, medium and micro enterprises.

Most of these enterprises have relatively backward production technology and low production efficiency, and some are still in the individual state of fighting alone. Except for enterprises with market competitive products and business characteristics, most of them are in the state of drifting with the tide in the market game, with low risk resistance and innovation, mainly due to insufficient capital strength and poor market bargaining power, There are many problems, such as the tightening and gradual implementation of environmental protection policies and labor protection policies, the rising cost of human resources, insufficient technical capacity, poor product innovation ability and adaptability, few marketing means and insufficient network marketing ability.

2. Ways for Small & Medium-sized Enterprises to Breakthrough

According to the author's experience and observation in the marketing and network marketing of tungsten and molybdenum products industry for many years, I hope to dare to give our small, medium-sized and micro tungsten products enterprises some experience and suggestions, which may not be mature and applicable, and talk about throwing bricks to attract jade. Some suggestions given in this paper do not involve the well-known aspects of cost control, lean management and corporate culture construction.

2.1 Strive to Become the Invisible Champion of Tungsten Products

Large tungsten enterprises and listed companies have better financing channels. They have capital, human and technological advantages in new product R & D, technology and equipment transformation and upgrading, and also have the ability to build a product chain. Small, medium and micro enterprises cannot compete with them. They should accumulate existing product production technology according to their existing human and material resources, actively invest in the direction of individual products or individual products, carefully study the technical and market characteristics of individual products, and become the champion of individual products rather than seeking perfection. If there are too many product lines and product types, it will fall into the pressure of material preparation, production equipment, inventory and marketing personnel. Once the market is in a downturn, it is difficult to deal with the capital demand and cost burden in all aspects.

Invisible champion enterprises refer to those small and medium-sized enterprises that are not well known to the public, but occupy a leading position in a segment industry or market, have core competitiveness and clear strategy, and their products and services are difficult to surpass and imitate. Made in Germany is a well-known synonym for high quality. It accounts for about one third of the world's invisible champions. According to the data of the German government, there are about 1300 such "invisible champions" in Germany.

These invisible German champions believe in "good products speak for themselves" and occupy a leading position in the professional market segments. They are not eager to expand the scale, but emphasize staff skill training, widely listen to the opinions of all parties, and win the reputation of users with excellent quality; Many of them are small and medium-sized enterprises, which are privately owned. They believe in the principle of "stability first and speed second" in decision-making involving investment and development. Founded in 1925, the hydraulic cylinder and driving technology designed and produced by German Hansen company ranks among the top in the world. In 2018, it participated in the R & D of China's domestic large aircraft C919 together with its partners and provided testing services for wings and other components.

Referring to its experience, the general manager of the company believes that technical seminars are held almost every year or professionals are invited to conduct centralized training for employees, Improving the professional skills of employees is one of the factors, and as a small enterprise, they don't have to look at the stock price every day and worry about being maliciously acquired, but always focus on their own product quality and market demand is another decisive factor for their success.

There are also many unknown small workshop enterprises in Germany and Japan. They generally have no more than 100 employees, or even more than a dozen people, but many of them are invisible champions in the industry and have absolutely leading technologies in the world. Among them, Kimura production Institute, Kobayashi research industry, Hadlock Industry Co., Ltd. and Kitajima winch production Institute are the leaders. Kimura Manufacturing Institute has been engaged in the R & D and production of parts related to machine tools, industrial machinery and optical equipment, with only 40 employees. However, it is a supplier cooperating with large enterprises such as Mitsubishi Heavy Industry, Kawasaki heavy industry, Panasonic and Sumitomo technology, specializing in turning, milling, machining center, NC cutting, internal and external grinding, surface grinding Finishing one-stop parts processing and assembly; Kobayashi has a very powerful polishing technology.

With less than 10 employees, Kobayashi has polished 2.5 million Apple iPod mirror backplanes with strict process requirements in four years. The industry generally believes that in the polishing industry, almost no enterprise in the world can compare with Kobayashi; Hadlock Industry Co., Ltd., with only 45 employees and ultra precision aspheric machining, is the processor of "never loose nuts" used on the "Shinkansen" of Japan's high-speed railway; The spinning, stamping and special shape forming parts for plastic processing of various metal plates in Kitajima Shibori Seisakusho with only 20 employees are suppliers of special metal forming materials that not only rely on cutting-edge technology but also need manual process, such as Boeing aircraft, artificial earth satellite parts, Japanese H2 rocket top parts, etc, Their craftsmanship requirements are extremely strict. After ten years of honing, a qualified craftsman can judge the forming state from the sound of metal, and even the difference of 0.05mm can be judged from the senses.

There are many things worth reflecting on: do we have clear blueprints and goals for employees, and do we share successful experiences and achievements? How many of our employees have worked in the company for 10 years or more? How many of our employees know the details of production technology? How many of our employees know the compactness of the product by looking at the sintered surface? How many of our employees can understand the metallographic diagram? How many of our employees have contributed to innovation?

After investigating thousands of small, medium and micro enterprises and carefully studying nearly 20 typical representatives, Japan's summary of the basic quality of the enterprise community to cast an invisible champion is worthy of our reference and reference for small, medium and micro enterprises in the tungsten industry: enterprise managers give full play to their leadership ability and are good at collecting information, so as to adhere to an objective attitude and observe from the perspective of overlooking the world "Objective, historical, world, essential, on-the-spot and realistic" Analyze problems and make judgments, formulate business strategies, draw a new dream blueprint for all employees, adhere to business understanding and face turning points, the team maintains a high degree of sensitivity, takes unexpected and unfavorable changes as opportunities, makes decisions, makes gradual and steady changes, avoids the company from falling into chaos, adheres to the belief that cannot be changed, and takes the initiative to adapt to the new situation Change according to the situation, have a blueprint, not blindly pursue short-term turnover or profits, but clarify the business purpose of your company and the business philosophy of contributing to society and others.

Small and medium-sized tungsten products processing enterprises should find out their own professional strengths according to their accumulated experience and technology, carefully analyze and study the market demand and future changes, focus on their own professional fields and strengths, find out the gap between product coverage, product share and product advantages and disadvantages of large companies, fill the short board of large companies in the market and make use of the bureaucratic atmosphere of large companies With the characteristics of slow decision-making and long implementation chain, we use our own flat decision-making system to develop strengths and avoid weaknesses, strive for perfection in products, seek innovation and change in the market, increase our market demand and adaptability, respond flexibly to customer needs, actively study customer pain points, and design products and supply chain according to customer personalized needs.

China's resident consumption accounts for only about 40% of GDP for a long time, while the United States accounts for more than 70%. With the resident consumption adjustment gradually provoked in China, this proportion has great room for growth. At present, China's human resource cost is still increasing. In the future, we will form a strong domestic market, realize the transformation and upgrading of resident consumption, as well as the transformation and upgrading of real business The upgrading of industrial structure will also drive the overall consumption transformation of countries in China's surrounding regions. During this period, there will be a lot of market opportunities and challenges. For example, in some developed countries in the west, due to the high cost of human resources, many households’ maintenance and other work are mostly completed by themselves, which has created a large household tool set market.

With the cost of human resources in China The continuous improvement of will also enter such a stage, which will give us a huge market for domestic cemented carbide tool sets, which is a great opportunity for many small, medium-sized and micro enterprises of tungsten products in China in the future; at the same time, with the construction tide of China's general airport in all provinces, regions and cities across the country, the number of small and medium-sized general aircraft in China will usher in a huge growth, so as to It is bound to drive the blowout of demand for tungsten alloy rivet ejector rod for aircraft maintenance in China. Therefore, how to formulate accurate strategy, find the market, stick to specialty and move with the market will be the decisive factor for the survival and growth of small and medium-sized tungsten products enterprises.

Most large tungsten products enterprises are listed companies, which will be limited and affected by many laws and regulations at home and abroad. For example, when designing dual-use technologies and products, many companies may not be able to carry out R & D and production and manufacturing, while small and medium-sized tungsten products enterprises are non-public listed companies, and enterprise data and products are only controlled by themselves and do not need to be made public, which gives small and medium-sized tungsten products enterprises the opportunity to participate in China For the R & D opportunities of many sensitive technologies and products in China, we can find areas where large enterprises have not been involved, have no willingness to invest, or are limited to the development of market balance and regulation at home and abroad, such as aerospace, military industry, 5G, high-speed rail, electronics, chips and many other fields restricted by Europe and America. We can find a unique way in product R & D and obtain the effect of winding roads and secluded roads.

In the future, China's new infrastructure including 6G will gradually develop, new energy including new nuclear energy will be continuously developed and invested, and new transportation infrastructure including maglev train will also bring new social and industrial changes. Therefore, our small and medium-sized micro tungsten products enterprises should seize the opportunity to devote themselves to it and gradually become the focus of products or applications in various subdivided fields of tungsten products "Invisible champion", which will improve the overall manufacturing level of China's tungsten industry, create the brilliance of China's tungsten industry, and achieve the bright prospect of the enterprise itself.

2.2 How to Become the Invisible Champion of Tungsten Products Industry

(A) Focus on Industrial Frontier & Edge Products

According to its many years of market research experience, China Tungsten online believes that in order to survive and develop, small, medium-sized and micro enterprises do not blindly expand production and sales like large enterprises, especially in mature products and markets, nor can they compete with large tungsten products enterprises. Such an example has been clearly seen in tungsten intermediate products, and has been expanding and rising in several large enterprises After the first-class tungsten chemical smelting production line, small, medium-sized and micro enterprises have no advantages in scientific research in the production of tungsten oxide products, and have no cost and price competitiveness in the market. At the same time, small, medium-sized and micro tungsten products enterprises can not adopt the sales method of exhibition and setting up points by region like large enterprises in the market, because small and micro enterprises have high popularity, customer service cost and There is still a gap with large enterprises in technical capacity.

Small, medium-sized and micro enterprises should carefully study the current market pattern, future economic and consumption trends, and actively look for marginal products in the current market. Such products are often market needs that cannot be met by the production lines of large companies, such as some industries (medical treatment, art, food and agriculture) Urgently needed special cemented carbide cutting tools, molds and tool parts; or closely track the latest development technology and edge applications in relevant industries (such as the application research of tungsten chemicals in building materials, paint pigments and new energy power generation and storage) , as well as the new fields and trends of the use of existing products in the market, the problems and bottlenecks encountered by existing products in the market, and the market adaptability and personalized needs of their own products.

(B) Pay Attention to the Research Direction of Scientific Research Institutions

Tracking the latest research results and technology development trends of universities and scientific research institutions, actively looking for application prospects in cross science and cross fields, and the latest patent application trends and materials may bring new ideas and horizons to enterprises, as well as external technical resources and the direction of new products. At the same time, we think we should also pay attention to the research and application of relevant cross science and technology. In the field of chemical products, we should pay attention to the research trend of photovoltaic industry application and the application of special tungsten oxide in this field, because the production line of large tungsten product smelting enterprises can not meet such special applications in the so-called niche market in terms of cost and equipment, In terms of new energy batteries, attention should be paid to the latest application technology research and market development of tungsten oxide products in the battery field, especially the possibility of rapid growth of Purple Tungsten in the future. We also note that there are overlapping, substitution and interworking markets and processing technologies in metal tungsten, high specific gravity tungsten alloy, tungsten copper alloy, cemented carbide machined products and other metal or non-technical products, such as molybdenum alloy, titanium alloy and ceramic materials. We need to pay close attention to the market and technology of tungsten products, Pay attention to the research progress and competitive research of relevant materials, so as to learn from the processing technology and market application of other products, so as to better develop ideas and expand the market.

On the other hand, if small, medium-sized and micro enterprises invest in patents and technology R & D by themselves, they need to invest a lot of human and material resources and have certain technology accumulation and experience. Their own R & D investment may not be effective. We have also seen some patents and related technologies developed by enterprises themselves, some may be patents for patents and patents developed to apply for high-tech enterprises, in fact, it may not be applicable and effective. Therefore, small, medium-sized and micro enterprises can use external forces to cooperate with colleges and universities, or purchase patents that are practical for their own enterprises, or entrust research and development of patents or proprietary technologies needed by their own market through commercial cooperation. This may be a practical and low-risk way.

(C) Focus on Market R & D Investment

Almost all enterprises have product R & D departments, large or small. Large enterprises, such as Xiamen tungsten industry, have their own research institutes, post doctoral mobile stations in one or more directions and other technology and product R & D institutions. Many enterprises have established good cooperative relations with universities and scientific research institutions, this has precipitated and accumulated a large number of technical and human resources, and its cost is unimaginable for small and medium-sized tungsten products production and processing enterprises. There is no problem in paying attention to technology and product R & D, but it is a big problem of cost and manpower for small, medium-sized and micro enterprises. On the contrary, few enterprises have set up special market R & D departments, and few have special market R & D teams and human resource allocation. This is true of large enterprises, especially small and medium-sized enterprises. Most of their bosses or enterprise managers are the market orientation of enterprises, and their starting point is likely to be their own experience, experience and observation, there is no strict, detailed and long-term market research and development and data support.

We believe that market research and development is not only market research or market research, but also forward-looking research and judgment by personnel with relevant technical and market background who have a deep understanding of the future niche market development and trend of the market and products, the pain points of the current market and products, and the strengths and weaknesses of the enterprise, A team that can propose products and marketing solutions according to the changes of relevant factors.

2.3 How to Conduct Market Research & Development

(A) Increase Marketing R & D Investment

Among the enterprises we know, many have a large proportion of human and material resources investment in technology R & D, but little or no corresponding budget in market research and research. We believe that as an enterprise, finding the right market entry point and product blue ocean is the source of all work and the leader of technical research and production. Without accurate market direction or wrong product direction and positioning, technology R & D investment is a huge waste of time and physics, and will also lose the opportunity to occupy the market, Therefore, any technical research should be determined on the basis of market research. The investment in market R & D is an important basic preparation for enterprise sales promotion.

(B) Focus on Market & User Portrait

First of all, a full understanding of the market is the primary link in our market research and development. Without understanding the current market hot spots, difficulties and pain points, we can't grasp the current mature products and products that have passed the rising period, and we can't avoid the shrinking market; It is also impossible to understand the scarcest products in the current market and the difficulties and problems encountered in practical application. Solving the difficulties and problems in these markets may be the breakthrough and technical improvement points needed for our production. On the other hand, we also need to pass the development law of the existing market, the trend of economic development and the future market product and technology pattern, The possible new applications and products, new fields and new trends of tungsten products, the market adaptability and individual needs of tungsten products in the future, make our basic data and basic knowledge accumulation stage of market research and development.

Understanding the market refers to the domestic and international regional markets of tungsten products, as well as different markets in traditional and new fields. Market R & D personnel and teams should find market directions and problems from existing customer procurement behavior, market application fields and data, or study market trends and needs from unknown markets and customers, Market research can more and more clearly describe the domestic and foreign markets, traditional and emerging markets, existing customer application fields, possible blue ocean of the future market and other aspects of their products, and constantly adjust and follow up market development plans and behaviors according to market dynamics, so as to consolidate the existing market and develop emerging markets.

The market R & D team of an enterprise should not only pay attention to and rely on the information of the tungsten product market to carry out active R & D, but also accurately portray the direct users and consumers of its own products, or more generally, clearly understand and describe the users. These understandings come not only from the traditional experience summary of "Spring River water heating duck prophet", It should also come from all aspects of sales details and customer feedback, accurate cognition and accurate analysis of customer behavior; The customer portraits of tungsten products enterprises are different from general consumer goods. In addition to a small number of direct consumers, such as tungsten alloy handicrafts, tungsten steel rings, tungsten alloy aircraft maintenance rivet tools, tungsten electrodes, etc., most enterprise customers are bulk purchasing users. Therefore, the data system is used in time to analyze the purchase data, purchase time, purchase order quantity, purchase type, payment behavior Research on customer behavior habits and customer market preferences such as social and cultural background of customer market, online sales and promotion behavior, local economic development and national economic characteristics; At the same time, we should also study the customer's region and the customer's own network behavior, such as local search engine, mainstream language and local network technology, and find out the customer's preferences and the sales characteristics and behavior of competitors.

Accurate and detailed user portrait of tungsten products is an important part of market research and development. On this basis, enterprises can accurately grasp the market trend, accurately understand the actual needs and changes of customers, and point out the direction for the future production and sales plan of enterprises. Therefore, accurate customer portrait and customer application scene portrait are the most important part of market research and development. Different from the customer satisfaction survey, the market portrait is relatively forward-looking and predictive. The customer survey focuses on the work of after-sales service, and the customer feedback determines the quality of data collection and information, so it is relatively passive.

The data and relevant information obtained by enterprises on the basis of market research and development can be well combined with the data of customer management system, combined with and linked with the enterprise's sales, planning, design and production system, so as to build their own customer and market management system with AI ding for enterprises and obtain the output results of market research and development, And it can lay a data foundation for enterprises to build intelligent manufacturing - intelligent manufacturing.

2.4 Strengthen Network Marketing Ability

Most tungsten products enterprises have their own production characteristics, know-how and market. However, in the tide of network economy, most of the contact and promotion of external markets are also concentrated in traditional market influence means. Few enterprises with strong production capacity and good at network global marketing are also the main work of China Tungsten online, That is, integrate the production capacity and technology of tungsten products industry, use the marketing ability of network platform, gradually cultivate the flexible manufacturing ability to meet the market demand of customized tungsten products, cultivate and develop the tungsten products market, and actively participate in the international tungsten products market competition.

(A) Pay Attention to Network Platform Marketing & Go to Sea by Other Ones’ Boat

In the field of traditional marketing, many small and micro enterprises of tungsten products in China have little chance to win, or even have a fair chance to compete with large tungsten products enterprises, because small and micro enterprises do not get a fair opportunity in national regulation, or even do not have enough funds to participate in various exhibitions and seminars that consume a lot of human and material resources, Therefore, according to their own characteristics, small and medium-sized tungsten products enterprises can at least do the following in terms of online marketing:

(a) Open their own accounts on major network platforms, such as Alibaba, Amazon and Taobao, shorten the distance and time between enterprises and media and networks with the help of the platform, narrow the gap with the original advantages of large tungsten products enterprises, and achieve the purpose of selling their own products and promoting popularity;

(b) Tik Tok, a new force suddenly rises. In the past few years, Kwai tat, IG and other social media platforms such as Facebook, twitter, and IG have been trying to show their characteristics and characteristics. In recent years, the sudden shaking of voice, fast hand and other audio and video websites can also become an effective channel for the dissemination and diffusion of the content of the enterprise's self-made content. In recent years, our circle of friends has seen more and more information about tungsten and molybdenum products growing rapidly, which shows the positive actions and attempts of relevant enterprises on the social media platform. The essence of social media marketing is the relationship between people. It is also an informal relationship between enterprises and customers. Delivering value through users is one of the important dings of social media.

At the same time, enterprise websites or social media accounts are also very important traffic sources. Worldwide, people use all kinds of media software to communicate and share with each other. Enterprises should gather all kinds of similar groups to continuously achieve the purpose of network marketing. Of course, any enterprise in social media and community marketing needs to accurately locate the customer base according to its own product characteristics, do a good job in the daily interaction and communication of the community, increase the exposure of the community platform, expand the drainage and fission of the community, cultivate loyal fans, and finally become friends with customers in the social circle, so as to promote the popularity and marketing of the enterprise simultaneously.

(c) Use the online recruitment platform to actively establish their own brand and image, expand the recruitment objects and scope of human resources, and actively strive for the opportunities and possibilities of obtaining high-quality human resources. The flexibility and humanization of human resources policies may also be another comparative advantage of small and medium-sized tungsten products enterprises;

(d) Actively use the sharing ding of important network platforms and blog accounts to introduce the company's business and products. Sina blog and Google Blog are good marketing tools at home and abroad, especially Google Blog can have a good performance and ranking in Google search.

(e) Online advertising. Although online advertising is becoming more and more expensive, after all, when websites and platforms among enterprises fail to achieve certain results in the short term, they should invest appropriate funds, cooperate with their own marketing strategies, use some well-known portal websites and famous search engines, adopt CPS advertising, and control costs and target customer groups and regions to launch online advertising, it is also a good short-term effective marketing tool.

(f) Search engine optimization and marketing. China Tungsten Online Technology Co., Ltd. is the first e-commerce company of tungsten products in China. Since the construction of its first website in 1997, it has accumulated many years of search engine optimization and marketing experience. After experiencing the mass sending of spam information and other means, the final precipitation of network marketing is still search engine optimization and other tools, which are more stable and effective. According to the experience of China Tungsten online, more than 90% of our customers find us and establish business relations through the keywords of search engines. From a long time and stability point of view, the conversion rate of search engine traffic is much higher than other network tools, and the effect is relatively stable. SEM for the lack of keyword ranking in the early stage of the establishment of the station, although the cost is high, the effect is also fast; SEO needs more manpower, slow effect, long cycle, less relative cost, good and lasting marketing effect.

(B) Building Sales Platform & Creating Independent Network Marketing Ability

At present, with the rapid development of network technology and the leading data and traffic of major platforms, small, medium-sized and micro enterprises and even large tungsten products enterprises may face the penetration of large platforms into professional fields at any time. In order to prevent large platforms from going deeper into the integration and vertical dimensionality reduction of industries and professional fields, It is an essential strategic layout for enterprises to build their own websites and social media ecological groups. Otherwise, even the leading enterprises in the tungsten industry may be difficult to resist the impact of AI design, intelligent production and intelligent supply chain revolution based on massive data and cloud computing platform.

Enterprises can build their own websites or platforms, build their own independent station groups, or build station groups with the help of third-party professional institutions, or cooperate with their own upstream and downstream of the industrial chain and relevant partners of the supply chain. Whether self built websites and social media, or cooperative construction of network marketing stations, the main work and precautions are: website optimization is the preliminary work of website construction and always implemented. Website construction pays attention to hierarchy and optimization framework, daily website management, timely update, maintenance and website drainage, and pays attention to statistics and analysis according to the data of website readers, Pay attention to the construction and adjustment of diversified web pages for service objects, long-term adhere to the rule of content, concise presentation form, pay attention to copyright and legal issues, timely track and adjust software and hardware, and keep up with the trend of the network era and the development of website technology.

(C) WeChat and others of Mobile APP

After human society entered the 4G era, the network transmission speed and quality have been rapidly improved and increased. We have basically entered the 5G era and have seen the dawn of quantum computing and 6G. Under the space-time background of the rapid development of IT technology, all kinds of information have filled every corner of our life. People have more and more fragmented time. Mobile phones are a part of our life, it has even become a part of our body. Clients with mobile phones and other mobile terminals as the main carrier occupy more and more of our time. We have more and more ways and opportunities to communicate and communicate with mobile communication tools. Our small and medium-sized micro tungsten products enterprises have better low-cost, high-density all-weather contact with customers and increase user stickiness, you can build your own mobile app customers or use existing social media platforms, such as WeChat and other applets to build your own information and product dissemination clients, which is also a great opportunity for small and micro enterprises to rely on external forces. Applets can enable small and micro enterprises to avoid the advantages of large capital investment of large enterprises and build a gold lettered signboard with smart phones as the carrier.

2.5 Keep Learning with the Help of the External Brain

Facing the flood of all-dimensional information after the information explosion, marketing is no longer in the dark box of information asymmetry. In the future, marketing will move from individual sales to team sales, from one-time sales service to lifelong service, from experienced special forces sales to standardized and professional business process sales, and from expanding the number of customers to improving customer quality, from star sales to personalized customization cooperation and sharing sales cooperation. This requires us to first select the marketing model suitable for the enterprise, and then decompose the marketing process of the enterprise, so as to create an iron army of sales. Most small, medium-sized and micro enterprises of tungsten products focus on the production and technology research and development of certain products and fields, but they may not have expertise in the creation of market and professional marketing team. Therefore, they can use external forces or internal resources to let the production personnel learn market knowledge and customer feelings, and let the marketing personnel learn and understand the professional technology of product design and production, Let managers learn how to be employees, customers and markets, make production, operation and marketing more professional and technical with the help of external forces, and become professional production technicians and professional sales engineers.

During many years of contact and cooperation with domestic suppliers and customers offline, the most profound feeling is that the production technicians of most small and medium-sized micro tungsten products enterprises in China do not understand the needs and feelings of customers, the supply rhythm and risks of the market; At the same time, marketing personnel can not design and production technology, and it is difficult to accurately convey the enterprise's product expertise and professional ability to customers. Such a production and marketing combination is difficult to cope with the changing market and personalized customer needs.

2.6 Horizontal Integration of Tungsten Industry Chain

China's small and medium-sized tungsten products enterprises have their own strengths and inevitable weaknesses. How to combine vertically and horizontally, learn from each other's strengths in the industrial chain, report to the group for warmth, and strive for better prospects and greater living space is not only a strategic thinking based on the benign development of the industrial chain, but also an inevitable strategic choice. Drawing on the modular concept, enterprises in relevant industrial chains should be independent and integrated with each other, form a modular concept, reorganize production capacity into different modules, integrate their respective advantages of resources, production capacity, technology, manpower and equipment on the basis of the organizational structure and intelligent software of flexible manufacturing and intelligent manufacturing, make up for their respective disadvantages, and fight in groups at sea as a whole. Only in this way can we meet greater storms, overcome greater difficulties, develop strengths and avoid weaknesses, and achieve local advantages for more years.

For example, tungsten carbide powder production capacity + external mold manufacturing + pressing equipment + sintering equipment + external machining capacity + customer acquisition advantage in the market, all capacities in this link can be internal or external, either a fixed combination or a temporary combination based on task and benefit distribution. Taking the actual integration ability of China Tungsten online as an example, we once received shield orders from internationally famous large companies, but our own ability is not enough to complete the new_ delivery independently. After that, China Tungsten online integrates the respective advantages of relevant enterprises, purchases advantageous powder with its own funds and provides it to pressing manufacturers, and then gives it to cooperative plants with large sintering equipment, after sintering, the rough embryos are handed over to manufacturers outside the tungsten industry chain with strong mechanical precision work ability for fine processing before delivery. The implementation of such contracts can be completed only by integrating the respective strengths and equipment capacity of each manufacturer. It is difficult for an enterprise to complete on the basis of existing capacity, and it is difficult to bear the corresponding possible losses.

The closest product enterprises in the industrial chain or completely different enterprises that change products far away, and all kinds of complementary, exclusive or symbiotic enterprises in the industrial chain should cooperate with each other to build and cultivate their own micro supply chain and ecosystem, and make use of their respective advantages to complement each other, coexist and prosper.

2.7 Making Use of Domestic Experience & Technology to Go to Sea of Global Market

According to the statistics of China Tungsten Association, Japan, South Korea, Europe and the United States are the four major destinations for China's Tungsten exports. In 2020, the volume of tungsten exports to the above regions decreased by 38.65%, 0.93%, 27.07% and 37.11% respectively, compared with the previous year. The global economic downturn has had a greater negative impact on China's exports of tungsten. This phenomenon reflects the great impact of COVID-19 exports on tungsten products.

On the other hand, it also reflects that China's tungsten products export items are increasingly extending to deep-processing products. Over the same period, China imported 3793.92 tons of tungsten products (excluding cemented carbide equivalent metal), with a year-on-year increase of 43.36%, including 1633.50 tons of tungsten concentrate, with a year-on-year increase of 11.48%, accounting for 43.06% of the total import, accounting for a decrease of 13.31 percentage points compared with the previous year, continuing the downward trend; 624.04 tons of sodium tungstate were imported, with a year-on-year increase of 3.69% and continued growth; 704.45 tons of calcium tungstate were imported, with a year-on-year increase of 50.19%; As China prohibits the import of tungsten waste, domestic enterprises build waste tungsten recycling production lines in Southeast Asia, and some tungsten containing waste is transformed into sodium tungstate or calcium tungstate and imported into China.

According to the above analysis of the current situation of tungsten products trade, and with the implementation of the national list of hazardous wastes (2021 version) from January 1, 2021, the alkali boiling slag (tungsten slag) produced by alkali decomposition in the production of ammonium paratungstate, molybdenum removal slag and wastewater treatment sludge produced in the process of molybdenum removal are listed as hazardous solid wastes, which makes China's small and medium-sized micro tungsten products processing enterprises face great pressure on environmental protection.

At the same time, the cost of human resources in China is increasing year by year, and the cost of various raw materials is still high. In this case, Chinese enterprises should actively go abroad and build overseas production and processing bases by taking advantage of the technological accumulation in Tungsten Product mining, smelting, production and processing, waste and scrap recycling, processing and utilization and the advantages of the huge domestic market, On the one hand, we can use the existing domestic professional technology, equipment and personnel to transfer part of the production capacity and avoid adverse factors such as domestic environmental protection, and export some tungsten products processed abroad as raw materials to China.

On the other hand, we can also make our products closer to the market, which is conducive to the expansion of the sales market. In particular, it is more favorable for the production and marketing of cemented carbide in Southeast Asia. Tungsten ore and other raw materials produced by some Southeast Asian countries can also be used for on-site processing, so as to reduce import and export control and dependence on domestic raw materials.

At present, with the sharp rise in the price of tungsten products and the increasing shortage of raw materials, it is a strategic layout for small, medium-sized and micro enterprises in disadvantageous positions such as production and processing in China.

END OF THE PART VI OF VII OF THIS PAPER.

THE 7TH PART OF THIS PAPER IS BASIC ANALYSIS OF SUBSEQUENT SUPPORT FOR THE PRICES OF TUGNSTEN’S RISING.

(to be continued)

Read/download the full report:

"MARKET & PRICE TREND OF TUNGSTEN CHINA 2021"

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