dg presentd 032216

11下一篇下一篇

主题演讲

海外买家不会告诉你的 10 大供应商筛选要素

Neale O’Connor 香港浸会大学商学院，教授

2

http://nealeoconnor.com/cs1000/videos.php?event=pcbexpo

http://www.youtube.com/watch?v=r1RTbhSVSsw&feature=player_embedded

2

目录 content

Tale of two hoverboard manufacturers

Key Challenges

A. Communication

www.Chinasourcingacademy.com

10

1) 成本预算可信度 Accounting → Credibility

• 你希望获得买家理解 You want buyers to understand you

− 如何解释成本来源 How well are you accounting for costs− 向买家出示资质证书，证明 Show documentation to buyers :

a) 你的合作诚意 Your seriousb) 企业的可持续发展性 Sustainable让买家理解为何你的成本高于其他厂商Help your buyer understand why your costs are

higher

• 对价格的态度 Attitude towards price

买家越来越看重价格以外的因素 (Buyers are increasingly focus on non-price

attributes)

11

2) 来自成本控制的挑战 – 依靠技能组合优势Challenge of cost control – Skill set is your advantage PARTNERSHIP

•薪酬水平 (wage rates) •原材料价格的不确定性 (uncertain material prices)•不再依赖于单一国家来满足所有采购需求no longer rely on one country for all procurement needs

•两大驱动力：地理因素 (geographical) & 技能组合 (skill set)

e.g.1 新秀丽 Samsonitee.g.2 牛仔裤 jeans 成本下降 5% cost downe.g.3 VF Corporation

12

3) 来自时间的挑战 Challenge of time – Communication is critical

(a) 即时互动便于买卖双方在各个采购环节进行直接沟通与反馈Interactive technology allows for direct communication and feedback on various stages of the process

(b) 绕过中间人Bypassing the middle person (e.g. 亚洲区域办事处 regional office in Asia)

要当心主要买家的重组，这可能使买家的全球采购战略发生改变Beware of restructuring of major buyer which can change buyer global sourcing strategye.g. Coles Myer, Quick Silver

Key Challenges

B. Volume, Quality & Cost Control


Skip this Part

Key Challenges

C. Factory Management


18

5) 制造准备 Factory visit preparation

• 买家需求的关键特点 Key features that buyers look for

• 产能 Capability/ capacity• 保密协议 Security of names etc.• 运营基础 Operational basics• 熟练劳动力的稳定性 Stability of skilled workforce• 最小订单量 Small minimum order size• 定制设计 / 样品的灵活性 Flexibility with custom designs and/or samples 提升成本的同时提高效率，小额订单才更可能获利。If you can increase cost and yield efficiency then more likely you can accept a profitable small order.

Tale of two smartwatch

manufacturers

5) 制造准备Factory visit preparation

Tale of two hoverboard

manufacturers


Tale of two speaker

manufacturers


Tales of two speaker

manufacturers


Key Challenges

D. Compliance


Skip this Part

Key Challenges

E. Marketing


8) 品牌策略 Branding Strategy Sequence

• 推广渠道 CHANNEL• 客户意识 MINDSHARE• 市场策略 MARKETING

31

32

9) 更多买家开始关注不同的营销渠道 Focus your Marketing – B2B, B2C, OTO

Volume Sales Focus Quality

30/40/30 Payment Terms 30/70

B2B Marketing B2C+OTO

销量以销售为重心质量

支付条款

企业对企业市场营销企业对消费者


OEM**Ready for

brand

Online? Customer

service Key!

BrandO/S Sales Office***

Key Challenges

F. Trade Show Tips


10) 展览提示Trade Show Tips

• 录制工厂视频并在展览中展出Video your Factory and show it in your booth

• 在展览中展出 1-2 年（不要放弃） Stay there for 1-2 years (don’t give up)

• 通过客户反馈改良产品• Get feedback from

customers and keep improving your product

• 在市场中推广你的 OEM 优势Market your OEM Brand association advantage

10) 展览提示 Trade Show Tips -- Know your Product!

10) 展览提示 Trade Show Tips – Video your Product and Send to your Customers

10) 展览提示在展览中向你的客户学习

Trade Show Tips – Have a Clear Brand Name in your Booth


Trade Show Tips – Show Photos or Videos of Your Factory


Trade Show Tips – Smartwatch - Use Additional Stands


Trade Show Tips – Smartwatch - Big Pictures of your Products


Trade Show Tips – Use a TV Screen

Key Challenges

G. Case Summaries


• 面临的挑战 Key challenge– 如何将产品打入新市场 How to promote their products in new market

• 应对措施 Responses– 与当地知名化妆师密切合作 Work closely with local well-known make-

up artists– 采用知名化妆师的意见和建议 Use their design and listen to the

suggestions given by them

• 对其他公司的建议 Suggestions for other companies– 在生产前先了解客户需求 Know the customers’ need first before

manufacture – 先做好生产再做创新 Be a good manufacturer before doing innovation

Yafei Make-Up Brush Co., Ltd

• 面临的挑战 Key challenge– 由于经济萧条和激烈的市场竞争而导致的市场份额下降 Decreasing market shares due to economic downturn and fierce competition– 客户要求更多 Customers demand more– 如何创新 How to innovate

• 应对措施 Responses– 应用电子商务 Using e-commerce– 定制产品满足客户需求 Making personalized products fit the customers’ need– 与其他不同产品结合 Combine different products together

• 对其他公司的建议 Suggestions for other companies– 不要过分包装，应更关注于产品本身而不是外观 No excessive packaging, should focus on

the products instead of the appearance– 着重于企业核心技术 Focus on the things company is best at

BYZ Group (HK) Limited Foshan BINSHI Electronic Co., Ltd

• 面临的挑战 Key challenge– 产品创新和增加市场份额 Product innovation and increase the market

share

• 应对措施 Responses– 跨品牌合作 Joint promotion between brands

• 对其他公司的建议 Suggestions for other companies– 关注核心信息，不要讲废话 Show the key information without

nonsense to the customer– 和客户面对面交谈 Do face-to-face interview with customers

Kiss Communications Technology Co., Ltd

• 面临的挑战 Key challenge– 如何让市场接受他们的自有品牌 How to make their own brand

name acceptable by the market

• 应对措施 Responses– 在高质量的客户中建立良好的商誉 Build up their reputation

among high quality customers

• 对其他公司的建议 Suggestions for other companies– 选择正确的推广平台 Choose the right platforms to marketing

– 掌握消费者需求 Target the customers’ needs

Morsca Silver Accessory Company

– 在生产前先了解客户需求 Know

the customers’ need first before

manufacture

– 先做好生产再做创新 Be a good

manufacturer before doing

innovation

– 不要过分包装，应更关注于产品本身而不是外观 No excessive

packaging, should focus on the

products instead of the appearance

– 着重于企业核心技术 Focus on the

things company is best at

– 关注核心信息，不要讲废话 Show the key information

without nonsense to the

customer

– 和客户面对面交谈 Do face-

to-face interview with

customers

– 选择正确的推广平台 Choose the right platforms to marketing

– 掌握消费者需求 Target the customers’ needs

1) 深圳工厂参观和环球资源广州论坛案例总结Summary of Cases of Shenzhen factory Visits & GZ Global Sources

49

结语 Final thoughts

•买家的心态取决于 After all, what I know about the mindset of buyers depends on: a) 合作规模 the size of their co-operation. b) 所有买家对产品都有价廉质优、准时发货等要求 all buyers need cheap price, good quality, on-time-delivery...etc...

买家最看重的是 BUT the most important concern of EVERY BUYER is: ：

供应商的可信赖度，帮助买家排忧解难有助于为你带来更多商机。"to protect their back"..... So, keep them out from trouble will definitely lead to bigger business next time.

问答环节Q & A

50

谢谢！Thank you!

51

dg presentd 032216

Documents