“Double 11”, the world’s biggest online shopping festival has just ended. It seems everyone slightly knows something about cross boarder import is talking about that you have to go online, have to set up a shop online, have to invest in social media buzz with influencers, have to create brand awareness. We all know it is the best approach as the volume is massive. Yet the front investment on marketing is also massive, and the uncertainty level is intimidating especially for those who are not known in China.
“双十一”，世界上最大的线上购物节刚刚过去。似乎每个略懂跨境进口商品的人都在讨论你需要去走线上销售，去开个网上销售的店铺，投入社交媒体与网红合作，梳理品牌形象。我们都知道这是最佳的途径，因为体量巨大。但是前期市场营销的投入也是巨大的，而不确定性同样威胁着那些不为中国消费者所知的品牌。
According to the customs statistic, 75% of the imported goods are from developed countries, which is easily will perceived by the Chinese to be of high quality and premium. If you are not from these countries, then it is tough to break through. For starters, importers who spend real money on purchase won’t be too thrilled, very likely to be ignorant of your products. If importers are reluctant to pay for your product, then the channels are shut. Simple, you cannot really bypass the importers to sell literally on any sales channels to consumers. As to build up Chinese website, you need a China registered company to be the legal entity, so as to set up an account in any social media platforms.
根据海关数据，75%的跨境进口消费品来自于发达国家和地区，这些国家和地区的产品很自然的被中国消费者认为是优质且高端的。如果你不是来自这些国家，那么壁垒会更难突破。首先，进口商花费真金白银很可能不会对你的产品感兴趣，甚至可能直接无视。假如进口商不愿意支付采购你的产品，那么渠道就是关闭的。很简单，你无法绕过进口商去销售给任何渠道商或消费者。例如，建立中文网页，你需要在中国注册，拥有法律主体，同理用于建立任何社交媒体的账户。
Off line channel is also the same, you need dealer to handle the money, the products, the customs and the distributors.
线下销售也是同样的，你需要代理来管理收钱，发货，海关和经销商。
Therefore, to convince an importer is the key, whether it is from the demand demonstrated on social media of the customer side, or other ways. And as a matter of fact, the only right way to enter China.
归根结底，说服进口商是关键，不论是通过社交媒体上消费者的需求或者其他方式。事实是，这是进入中国唯一正确的方式。
Circle back, if the name itself cannot convince a buyer, then we must take actions with certain cost. Here by WKI introduce another strategy, product on the shore first. This strategy can be understood as the hard-sell model, meaning presenting the products in front of the potential buyers and then try to negotiate a deal.
绕回来，如果名字本身不能说服买家，那么我们必须采取行动并付出一定成本。在这里WKI介绍另一种策略，产品先到岸。这一策略可以理解为强势销售模式，这意味着将产品直接呈现在买家面前并尝试谈成交易。
As discussed in another article, Ningbo is the biggest port for CBEC, when WKI approaching importers with introduction of foreign brands and product, one important question seems to be ask by all of them, the amount of inventory in stock which is ready to sell. Meaning importers are somehow only interested in those products that are already in the warehouse, bounded or not, they want to know a number. This number is a starting point for them to estimate the total sales amount on which distribution channel can be the optimal one to make the sell and for how long can it be sold out, directly link to their actual distribution cost and opportunity cost.
正如在另一篇文章中探讨的，宁波是跨境进口全国最大的港口，当WKI与进口商洽谈并介绍外国品牌和产品时，一个重要的问题总是被他们提到的是：有多少货到仓可以销售。这说明进口商只对那些已经到岸在仓的货物感兴趣，不论是否在保税区，他们想要一个数字。这个数字是他们开始计算总销量的起点，并且是分析那个渠道成为最佳销售点，且多久可以完全售空，这直接影响他们的实际分销成本和机会成本。
Say the importer has certain distributors online and offline, for similar type of products, the inventory turnover rate is known and the shelf space is known. Or for online multi-media channels, influencer’s fan’s amount is known and average sales rate in known. Don’t be so surprised, China is way head of the rest of the world about algorithm to calculate individual preference, the technology is on the way to figuring everything out about the demand side.
假设这个进口商有一些线上以及线下的分销渠道，对于相似的产品，库存周转率是已知的，且货架空间也是已知的。对于线上的多种渠道，主播的粉丝数量是已知的，平均销售量也是已知的。不要惊讶，中国在算法上分析个人偏好的技术是领先国际的，这些科技正在计算出需求方的一切。
Also, it is expected for the seller to cover the transportation cost, the warehouse fee. It is open information of the cost of cross boarder transportation of cargo, and the bounded warehouse fee is also transparent. If you are interested, WKI can easily offer you the budget once you figure out the amount of product you plan to export to China. About the Chinese label, customs clearance, delivery package and domestic delivery, the unit price is also clear and reliable.
于此同时，卖家需要支付运输成本，以及仓储费用。这些费用都是公开信息，跨境运输集装箱的费用，保税区仓库的费用都是透明的。假如你有兴趣料及，问询我们，WKI会很快给到报价和预算帮助你计算出口中国的费用。关于中文标签，海关清关，包装和国内物流，单价的报价都是清晰明了的。
Meanwhile, another benefit for you to have product on shore is that when interested buyer inquires about the sample, you can beat other competitors by having them right here. Especially when you wan to discuss about distribution channels as big as the Sam’s Club and other major Chain market. As big and powerful as they are, if some shelves are opening soon, they are unlikely wait for you to deliver the product within a few month.
于此同时，另一项产品先到岸能获得的好处是，当有意向的买家咨询的时候，样品可以比竞争者更快速的送到。特别是当时你与非常有实力的经销商例如山姆会员店等其他主要卖场谈业务的时候。因为越大，渠道能力越强的经销商，当有货架即将空出的时候，他们是越没有耐心等待几个月等你的产品从海外到货的。
Time is money, and from merchants’ point of view, opportunity cost is what they concern more than cost of products. If the turnover rate is high, even the cost can be high but the revenue and profit can be generated fast and importers with their resources are not afraid to finance a good purchase.
时间就是金钱，从商人的角度来看，机会成本可能是他们考虑的比货物成本更多的。如果库存周转率高，那么即使产品的进货价值高，利润可以更快的实现转换，进口商也不会吝啬资源融资进货完成一笔优质的交易。
WKI is aware that with product on shore in warehouse, it still generates certain risk with time, the shelf life and the cost of warehouse. Here we would like to quote the typical trade scenario of the perfect market, when the product sit in the warehouse, the break even point keep growing as the days pass by and the selling price should adjust the willingness to pay by the demand side, your importer side. Either you find a big importer who want to buy out the inventory and become the sole dealer, or you can sell batches among small buyers/distributors who will always be happy to try something new with the right price. That can be your testing approach towards the China market.
WKI清楚的明白产品到岸进仓会随着时间产生一定风险，产品的保质期以及仓储费用。这里我们需要参考一下典型的完美市场的场景。当产品在仓库中，盈亏平衡点会持续增长，当时日过去，而销售价格需要根据需求方，也就是进口商支付的意愿来调整。你可以找到大买家直接买断所有库存，成为独家代理，或者你可以分批销售给不同的小买家（经销商），他们总是会愿意在价格合适的情况下采购新的产品。
In conclusion, the attractiveness of your products towards importers can be substantially upgraded with some stock on shore.
总之，你的产品之于进口商的吸引力会随着产品到岸进仓而显著提升。
Contact us for price list and budgeting service.
联系我们获得价格清单以及预算报价服务：www.wkichina.cn
