Each spring, as the season of recruitment approaches, the brand manager of Guilin Hengbao Health Protection Co., Ltd. (referred to as “Hengbao Protection”), Jiang Jia, along with her colleagues, faces an intense period of activityThis time of year signifies the culmination of efforts as they prepare to navigate the complex dynamics of the job market.

Hengbao Protection is recognized as a national-level company specializing in the production of medical devices, employing thousands of workers, many of whom are skilled laborersWhile traditionally, the company has prioritized hiring technically skilled workers at the beginning of each year, a noticeable shift has taken place this yearFollowing the Spring Festival holiday, there was unexpectedly high demand for sales positions, marking a significant departure from previous years' hiring patterns.

Jiang Jia explains that fluctuations in market demand and rising competition have prompted company management to emphasize the importance of enhancing order quality and expanding market reach by 2025. The increased hiring targets for sales roles are primarily aimed at meeting strategic demands for stability in order quantities amidst a rapidly changing economic landscape.

The evolving hiring demands at Hengbao Protection mirror trends observed across the manufacturing sector during the recruitment seasonLi Tao, general manager of Kory International, which specializes in intelligent manufacturing talent services, noted that two to three years ago, companies focused heavily on technological development and product innovationHowever, as the year 2024 approaches, there is a distinct pivot towards inventory reduction and cost efficiency, highlighting an urgent need for immediate solutions to enhance revenue-generating capabilities.

On February 19, as a consequence of fluctuating market demand and escalating competition, many manufacturing businesses identified pressing challenges related to increasing revenues, boosting productivity, and improving profit margins

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In this environment, the demand for marketing talents capable of swiftly bringing products to market and facilitating commercialization has surged.

Stabilizing Sales and Promoting Cash Flow

In recent years, price competition has posed significant difficulties for numerous manufacturing firmsAccording to data from the National Bureau of Statistics, in 2024, the total profits of industrial enterprises above designated size decreased by 3.3% compared to the previous year.

Despite relatively stable revenue last year, Hengbao Protection experienced some fluctuations in net profit due to market competitionJiang Jia elaborated that the rampant internal competition left companies emphasizing cost reduction and efficiency improvement, leading to persistently low profit margins on orders.

To improve order pricing, Hengbao Protection is looking for potential order demands, filtering through to identify high-quality ordersPreviously, to stabilize sales volumes, the company would accept several low-priced smaller ordersHowever, this year's strategy adopts a 'prefer quality over quantity' approach aimed at improving cash flowIn expanding order demands, sales personnel play a crucial role, necessitating a significant increase in hiring for these positions.

In 2024, Li Tao observed a rapid intensification of competitionFor example, in the home energy storage sector, the demand for domestic home energy products skyrocketed in 2023 due to the global energy crisis and subsidies for overseas storage products, allowing companies in this field to enjoy significant profit marginsThe market's enthusiasm resulted in a near doubling of domestic energy storage companies in 2023.

As we transition into 2024, the competitive landscape in the energy storage field has shifted due to decreased demand and intensified rivalry among businesses

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Several clients in the sector have disclosed to Li Tao that many projects are now barely profitable and are operating at a loss, caught in the throes of fierce price competitionTo support core business operations like production and R&D, companies are often forced to accept lower-priced orders, creating a challenging dilemma.

Li Tao remarked, "To reverse the trend of low-price competition, starting in 2024, the focus on selling products at a higher profit margin has become a strategic initiative widely adopted in the intelligent manufacturing sectorThis emphasis on sales changes the nature of hiring, with marketing talent becoming one of the few areas where companies are willing to expandThis trend is particularly evident in this year's spring recruitment season, where the demand for sales talents has notably increasedWell-established marketing professionals not only aid companies in effectively managing inventory but also leverage their extensive sales channels and market resources to provide a significant competitive edge in pricing."

At Hengbao Protection, the monthly salary for sales managers generally ranges between 5,000 to 10,000 yuan, with requirements including a diploma or higher level of education and at least three years of experience in sales management.

According to Li Tao, compared to other industries, the intelligent manufacturing sector imposes higher demands on sales personnelThe products in this sector often involve large-scale equipment that undergoes constant technical updates, which means that sales professionals need comprehensive knowledge about the technological background and operational methods of the products they are sellingThis often necessitates time spent familiarizing oneself with the products and, in some cases, a background in science or engineering to accurately convey the product's advantages and applications.

Moreover, in the intelligent manufacturing field, sales personnel typically engage with B2B clients or major buyers

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This extended sales chain and complex stakeholder interactions elevate the overall competency requirements for sales professionals.

Li Tao asserted that while there has been an increasing focus on product sales within the intelligent manufacturing industry since last year, the core R&D personnel within enterprises remain critical for fostering sustainable growthOn the operations side, the prevailing theme still revolves around reducing costs and enhancing efficiency, but there is also a shift toward optimizing based on value creation, embracing lean manufacturing practices, overcoming technical challenges, and refining process standard systems, which has in turn contributed to a rise in demand for traditional R&D and process modification roles.

Focus on Overseas Market Sales

In comparison to previous years, Hengbao Protection's recruitment strategy for sales professionals has pivoted towards targeting individuals proficient in less commonly spoken languagesThis strategic decision arises from the company's active adjustments to its overseas market positioning.

Jiang Jia revealed that exports account for approximately 70% of the company's overall businessStarting from early 2025, as certain countries revised their tariff policies, one of the company’s responses to maintain overseas sales volumes was to explore new emerging marketsConsequently, marketing professionals fluent in lesser-known languages have become a crucial component of their recruitment efforts.

Li Tao emphasized that in light of the stable domestic market demand, many intelligent manufacturing firms have shifted their marketing focus towards the overseas market in a bid to identify new growth opportunitiesThis strategic realignment has produced two primary effects this spring: firstly, many intelligent manufacturing companies have begun to actively recruit and cultivate fresh graduates in marketing roles, notably increasing the demand for those proficient in English or other minor languages; secondly, companies are keen on hiring sales talents familiar with specific overseas markets to better explore and deepen their international presence

With a robust product technology foundation, these firms are pursuing new growth frontiers in global markets, particularly in the energy storage sector, where enterprise products and production bases have been increasingly established in North America, Europe, the Middle East, and other emerging marketsDuring this global expansion, overseas sales director positions have become highly coveted, with annual salaries soaring to 600,000 to 800,000 yuan.

To foster foreign trade growth, the Chinese government proposed nine significant measures last November, which included increasing support for foreign trade enterprises to alleviate operational burdens, incorporating key foreign trade firms into employment service protection frameworks, and enhancing guidance services from human resource specialists.

Li Tao reiterated that the demand for global talent among Chinese intelligent manufacturing firms is increasingly urgentBeyond hiring sales talents for various overseas markets, numerous companies are also investing in establishing overseas production facilities to mitigate potential trade risksAs globalization accelerates in the intelligent manufacturing sector, the demand for international human resource management positions is expected to grow steadilyThese professionals must not only possess cross-cultural communication and collaboration skills but should also have in-depth knowledge of local legal frameworks, labor markets, and human resource management practices to ensure robust and compliant operations in foreign markets.