世界这么大，一起去看看（二）

Mark Fang

CEO of FundStone

"If you want to go fast, go alone. If you want to go far, go together."

“如果你想走得快，一个人走；如果你想走得远，一起走。”

– African Proverb 非洲谚语

世界这么大，一起去看看！

你对字面意思的理解完全正确：我要带领FundStonePak®共创品牌一起出海。

对于出海，我们官方的解释一定是：

在全球化加速的今天，珠宝包装不仅仅是保护和展示珠宝的工具，更承载着品牌理念、市场竞争力和文化认同。FundStonePak® 以全球化视野，不局限于国内市场，携手共创品牌一起走向世界，拓展全球市场。

但在我们小伙伴的白眼中，真实原因可能是：从FundStonePak®诞生至今，我们没接过国内任何一笔订单。

这特么让我无比羞愧！

好吧，既然国内市场没本事做，那就做自己擅长的！2024年，我在海外漂泊了接近100天，出入境记录48次，虽然主要精力放在珠宝业务上，但这些经历让我更深刻地理解了海外珠宝包装市场的机会和消费需求，比如：

  • 北美市场： 环保和可持续包装需求快速增长，高端品牌更注重品牌故事与 ESG（环境、社会和治理）标准，FundStonePak® 共创品牌需要提供符合国际规范的可持续包装解决方案。

  • 欧洲市场： 消费者偏好简约、优雅的设计风格，对产品工艺和品质要求极高，我们需要强调精湛工艺，并加强与欧洲奢侈品牌的合作。

  • 东南亚市场：宝石、珍珠和黄金珠宝市场需求旺盛，我们可以依托吉隆坡的现有团队进行精准布局，渗透核心市场。

  • 中东市场：迪拜等地区对奢华包装的需求极高，我们应侧重高端定制包装，提供更具奢华感的材质与设计。

  • 中国市场：高端珠宝消费持续增长，消费者对包装的品牌感和仪式感需求增强，我们可以结合国内趋势，推出符合年轻消费者审美的设计，顺便帮我一血前耻。

那既然国外市场十分活跃，为什么国内品牌还是觉得很难做呢？我个人认为，虽然中国制造在全球供应链中占据重要地位，但国内珠宝包装企业在拓展国际市场时，面临着以下挑战：

  • 品牌认知度低：长期以代工模式生存，缺乏品牌建设，在国际市场难以获得高端客户信任。

  • 市场准入门槛高：欧美市场对环保、可持续性、专利保护要求严格，合规成本高。

  • 文化与审美差异：不同市场消费者对包装设计的偏好不同，需深入理解当地文化。

  • 国际营销能力不足：品牌宣传、展会资源对接等方面存在短板，难以精准触达目标客户。

  • 物流与售后支持不足：国际市场需要稳定的供应链体系和完善的售后服务。

等等等等吧，涉及到同行前辈们的痛点，我也不敢过于瞎逼逼，但主要的是大部分国内企业没有一个系统化的出海策略。

我理解中的策略，出海就是战略，每个地区或者国家是一场战役，展会或者具体谈单就是一场战斗。把层次分析清楚，就会明白具体的步骤应该怎么走。

具体到战斗的实操细节部分，也就是我们出海的仗怎么打，我们在内部分享过一个《销售团队的三三制战术指导》系列文章，非常详尽的叙述了我针对不同兄弟团队品牌围猎客户的战术思想，这里不方便公开（但感兴趣的同学可以去看林彪在1948年编写的《一点两面与班组的三三制战术》），但可以用港展来举个简单的例子：

我们可以把港展升级成一场战役，毕竟是全球体量最大的展会之一，那么在现场，假设我们同其他品牌的产品同质化很高，单兵作战就会遇到很多问题，而团队配合作战的成功率将远超于单兵作战的效率。如何利用不同品牌之间的协同作战，拿下客户呢？

1. 形成“战斗编组”，搭建产品生态圈

港展的客户通常不会只采购单一产品，而是寻找完整的供应链解决方案。我们可以联合不同类型的展商，形成产品互补的生态圈，在展会现场布置联合展位，或设立推荐机制，提供“一站式解决方案”，提升成交率。

2. 建立“情报共享”机制，互相引流

展会客户流动性极高，单一品牌难以精准捕捉所有潜在客户。通过信息共享+团队协作，在合作品牌间建立 VIP 客户共享名单，设立推荐机制，确保客户能在联合品牌间无缝流转。

3. 打造“战术联盟”，形成市场壁垒

竞争激烈的展会中，避免价格战的最佳方式是形成品牌联盟。例如，设计统一的营销物料（如包含所有联盟品牌的定制手册），提供“整套采购折扣”或定制 VIP 服务，增加客户采购粘性。

4. 采用“围点打援”策略，抢占关键客户

一些大客户在展会期间会不断对比供应商，我们可以用围点打援策略锁定目标客户。展前：明确哪些大客户会来，提前预约。展中：由最容易打动客户的品牌先行接触，随后其他联盟品牌跟进，提供完整解决方案。展后：设立专门的客户跟进团队，全程追踪目标客户，确保持续影响力。

以上简单总结几点，核心就是以“协同作战”取胜，而非单打独斗，合作以提高获客效率和客户粘性，确保资源合理分配，让肉烂在锅里，让每一位合作伙伴在市场中占据有利地位，你就会发现，单其实很好拿。

但我眼中的“看看”，不仅仅是拓展业务，而是带动共创品牌的团队们共同成长。

我们在追求增长、盈利和市场份额，却忽略了一个最本质的问题 —— 我们是否真正享受其中？

赚钱不是人生的全部，比赚钱更重要的是 —— 要快乐地赚钱！

在赚钱的过程中收获成就感、满足感、归属感，这才是属于我们FundStonePak®共创品牌小伙伴们的真正商业理想。

商业竞争不一定是残酷的价格战，也可以是策略、创新和合作的博弈。我们自己团队之间的竞争绝对不是内耗，而是通过相互协作找到突破点。在港展、JCK、意大利珠宝展，我们可以把展会变成一场战役，但这不是一场硬仗，而是一场充满激情与乐趣的竞技游戏，是一次关于信任、成长和协同的旅程。

一起，就是一群有趣、聪明、充满激情的人一起打拼、一起面对挑战、一起共享资源、一起互相成就!

世界那么大，一起去看看！

以下是招聘广而告之

我会为FundStonePak®担任不超过两年的牛马，直到你准备好接过这份责任。

你快来帮我。

请发送简历至：contact@fundstonepak.com

本系列其他文字：

The world is vast, Let’s explore it together! (Part 2)

Mark Fang

CEO of FundStone

"If you want to go fast, go alone. If you want to go far, go together."

– African Proverb

The world is vast, Let’s explore it together!

You’re absolutely right in your literal understanding: I want to go global with FundStonePak® co-create brands.

For "going global", our official explanation is:

In today’s fast-paced globalized world, jewelry packaging is not just a tool for protecting and displaying jewelry; it also carries brand philosophy, market competitiveness, and cultural identity. With a global perspective, FundStonePak® is not confined to the domestic market, and is joining forces to co-create a brand that steps into the global arena and expands into international markets.

However, in the eyes of our teammates, the real reason might be: Since the startup of FundStonePak®, we haven’t received a single domestic order.

This makes me incredibly ashamed!

Alright, since we can’t make a difference in the domestic market, let’s focus on what we’re good at! In 2024, I personally spent nearly 100 days abroad, with 48 border crossings. Although my main focus was on jewelry business, these experiences have allowed me to gain a deeper understanding of the overseas jewelry packaging market opportunities and consumer needs. For example:

  • North American Market: There’s a rapid growth in demand for eco-friendly and sustainable packaging, with high-end brands focusing more on brand stories and ESG (Environmental, Social, and Governance) standards. FundStonePak® must offer packaging solutions that align with international sustainability norms.

  • European Market: Consumers prefer simple, elegant designs with extremely high demands for product craftsmanship and quality. We need to highlight exquisite craftsmanship and enhance cooperation with European luxury brands.

  • Southeast Asian Market: There is strong demand for pearl and gold jewelry. We can leverage our existing team in Kuala Lumpur to make precise moves and penetrate key markets.

  • Middle Eastern Market: Regions like Dubai have a very high demand for luxury packaging. We should focus on high-end custom packaging with luxurious materials and designs.

  • Chinese Market: High-end jewelry consumption continues to grow, with consumers placing more importance on the brand and ceremonial aspects of packaging. We can create designs that align with the younger Chinese consumer aesthetic, while also redeeming our previous shame.

Since the international market is so active, why do domestic brands still find it difficult? In my opinion, while China’s manufacturing occupies a key position in the global supply chain, domestic jewelry packaging companies face the following challenges when expanding into international markets:

  • Low Brand Recognition: Many have survived through an OEM model and lack brand building, making it hard to earn the trust of high-end customers in the international market.

  • High Market Entry Barriers: European and American markets have strict requirements for sustainability, patents, and compliance, resulting in high costs for compliance.

  • Cultural and Aesthetic Differences: Consumers in different markets have different preferences for packaging design, and a deep understanding of local culture is required.

  • Insufficient International Marketing Capabilities: There are gaps in brand promotion and exhibition resource coordination, making it hard to precisely target customers.

  • Lack of Logistics and After-Sales Support: International markets require a stable supply chain and complete after-sales service.

These are just a few of the pain points for peers in the industry, but the main reason many domestic companies struggle to go global is the absence of a systematic strategy for expansion.

My understanding of strategy is that "going global" is a strategy, and each region or country is a battle. Exhibitions or specific negotiations are battles within that larger war. Once we break down the levels, it becomes clear what the next steps should be.

In terms of practical combat details, this is how we fight our "global battles." We once shared a series of articles internally called "Sales Team’s 3-3 Strategy Tactics," which comprehensively explains my tactical ideas for different teams to hunt for clients. It’s not something I can share publicly here (but for those interested, you can check out Lin Biao’s “One Point, Two Sides, and the Three-Three Strategy for Teams” from 1948), but I can give you a simple example using the Hong Kong Jewelry Show:

We can upgrade the Hong Kong Jewelry Show into a full-fledged campaign, as it’s one of the world’s largest exhibitions. On-site, if our products are highly homogenized with other brands, individual efforts will face many problems. But team collaboration will greatly increase success rates. How do we leverage collaboration between brands to secure clients?

1. Create "Battle Groups" and Build an Ecosystem of Products

Clients at jewelry exhibitions often don’t just buy a single product; they are looking for comprehensive supply chain solutions. We can join forces with different types of exhibitors to create a complementary ecosystem, setting up a joint booth or a recommendation system, offering a “one-stop solution” to increase our chances of closing deals.

2. Establish an "Intelligence Sharing" Mechanism to Drive Traffic

The customer flow at exhibitions is high, and a single brand finds it difficult to capture all potential clients. By sharing information and collaborating, we can build a VIP client-sharing list across collaborating brands, setting up a recommendation system to ensure clients seamlessly flow through the joint brands.

3. Build a "Tactical Alliance" to Form Market Barriers

In competitive exhibitions, the best way to avoid price wars is by forming brand alliances. For example, we could design unified marketing materials (like customized brochures including all alliance brands), offering “complete procurement discounts” or exclusive VIP services to increase client loyalty.

4. Use the "Encircle and Attack" Strategy to Target Key Clients

Some big clients at exhibitions are constantly comparing suppliers. We can lock down target clients using the "encircle and attack" strategy. Before the exhibition: Identify which big clients are attending and schedule appointments. During the exhibition: Brands that are easiest to win over should engage the clients first, with other alliance brands following up to provide a complete solution. After the exhibition: Set up a dedicated client follow-up team to track and maintain influence over the target clients.

By cooperating instead of going solo, we can improve customer acquisition efficiency, increase client retention, and ensure optimal resource distribution. By working together, each partner takes an advantageous position in the market, and success becomes achievable.

But for me, "seeing" the world is not just about expanding business, but about fostering the growth of the co-created brand team.

While we strive for growth, profitability, and market share, we sometimes overlook the most fundamental question: Are we truly enjoying the process?

Making money is not everything in life. What’s more important than making money is: Enjoying the process of making money!

It’s about gaining a sense of accomplishment, satisfaction, and belonging during the process. This is the true business ideal for us at FundStonePak®, the co-creating brand partners.

Business competition doesn’t have to be about brutal price wars. It can be about strategy, innovation, and cooperation. The competition within our team isn’t about infighting; it’s about finding breakthroughs through mutual collaboration. At the Hong Kong Show, JCK, and Italian Jewelry Exhibitions, we can turn these exhibitions into campaigns, but these are not hard battles. They are exciting, fun competitive games, filled with trust, growth, and collaboration.

Together means a group of interesting, intelligent, and passionate people working together, facing challenges, sharing resources, and achieving success together!

The world is vast, Let’s explore it together!

I will serve FundStonePak® as a worker for no more than two years until you are ready to take over this responsibility.

Please send your resume to: contact@fundstonepak.com

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