Shulou(Shulou.com)06/02 Report--

Writing an attractive development letter requires refining unique selling points for different types of buyers. So in addition to the need to understand their own, but also need to analyze the buyer to understand, today a meter software to teach you how to write foreign trade development letters for different buyers.

1. Take large retailers as an example for analysis: Take large retailers as an example for analysis

Characteristics of traditional large retailers; analysis of sales and purchasing channels

At the end of the supply chain, directly facing the end consumer

Selling products according to consumer preferences, etc.

Because at the end of sales, so very aware of market trends, in the market front line

Large retailers purchase mainly through importers and direct purchases from manufacturers and suppliers

Importer: mainly purchasing small products, new products, high-risk products.

Small products; the total amount is small, the profit gap is not large, so it is better to find local importers to purchase directly.

New product line: the same quantity is small, test the market situation if, but once the test OK quantity is large, it will be expanded to purchase directly from the factory in the producing country.

High-risk products: If the product is complex and involves many aspects of testing, consumers will not play easily damaged, high-risk products, then they tend to buy from importers, because importers can bear all risks, such as consumers will not play damaged, and the importer will bear the problem of unconditional return after sale. Local importers purchase more worry-free, return goods, customs, government sampling and so on, importers respond to solve the problem very quickly.

Although Chinese suppliers can solve these problems to some extent, the communication cost and time cost in the middle are even greater. Although procurement at local importers appears to be costly, the risk is essentially zero. Direct factory purchasing may seem like a little more profitable, but when things go wrong, it's negative.

Characteristics of traditional large retailers; analysis of points of concern

II. Professional guidance

The procurement scope is wide, the buyer is not professional, so the supplier is required to be very professional and can give corresponding guidance.

The average customer, for example, would say, I'm happy that you share information about your company's new products every time, and I'm most happy that you let me know which big retailers are selling these products and how they are selling them.

In fact, buyers are very much hoping that you can give guidance in this regard; for example, this product is sold in Walmart, indicating that this product is suitable for large retailers to sell, then I may also sell, but whether to choose depends on the company's recent sales rate. But this information is very helpful to him, and at the same time borrow this data information to benefit your product.

III. Social responsibility and ethical standards performed by suppliers

Traditional large-scale retailers have a very good business reputation, so they are very concerned about whether suppliers can abide by national regulations and laws, whether there is a certain social responsibility and ethical code, and they don't want negative news to be reported one day. If peers or his friends say, or tell him that you use Chinese suppliers that do not conform to ethical standards, he will feel that it is the biggest shame. They pay a lot of attention to this; that's why they have to inspect factories, so factories have to meet some social ethics inspection standards.

Goods circulation time is long, hope in the supplier in the financial aspect to give support.

International large retailers, products shipped to sell out after the real circulation, circulation after the completion of the financial can receive money, capital occupation cycle is long, so hope that goods arrived in Hong Kong after 2 months or half a year before payment. So I hope to give financial support (especially the US retailer OA60 days 120 days, now Europe is gradually the same) These harsh conditions are often unable to meet Chinese suppliers, local importers in the United States can give good support.

Pay attention to logistics supporting: hope suppliers and their freight forwarders are well connected, hope to replenish goods in time. More hope if sales in the United States, if sales are very good, hope to have a warehouse or rented warehouse inventory in the United States, it is more conducive to the business improvement of large retailers, so logistics support, is a very good advantage. Especially in the US market, logistics support is very concerned. He even wants a system to share, see the report that the product is sold out, you can immediately replenish the goods. It's no fun if you don't get the goods in time and the sales time passes.

Most large retailers don't pay much attention to exclusive agents. (except specialty retailers)

Pay attention to product liability insurance, after-sales service RGD: For large buyers is very concerned, because they need to transfer the risk to the maximum extent, such as a charger sold in the store, if there is a small mistake on the trunk of the charger, resulting in the consumer explosion burns, then in this case the retailer is required to bear legal responsibility, this situation hopes to transfer the claim to the insurance company, product liability insurance is to solve the worries, after-sales; user refund, replenishment, maintenance.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.