做外贸，由于文化的背景不同，会产生很多潜在的挑战.我们为大家解析出口企业面临的新挑战以及应该执行的推广策略。
A lot of invisible challenges occur in doing foreign trade because of different culture background.we will explain new challenges that export company faces and promotion strategies that should be executed.
一、中国制造成本上升是好事 It is good that manufacturing cost of China increases
从买家的角度看我们认为中国制造成本上升是一件好事，因为成本上升会让这些供应商思考怎么提升效率。现在情况不一样了，你要想存活的话就要成为更加专业的供应商，提升竞争力，让成本下降，质量上升。
As far as we are concerned, as a buyer, it is good that manufacturing cost of China increases, because increasing cost makes those suppliers consider how to improve efficiency. Now the situation is different, you need to become a more professional supplier to survive, improving competitiveness, lowering cost and improving quality.
二、不是目标买家的订单不要接 Take orders of target buyers only
每个客户都不一样，每个客户目标的工厂也就是供应商是不一样的。买方如何与供应商很好的匹配，我们看几个因素，采购量、价位、语言和市场情况。
Every single customer is different, so is every single target factory which is the supplier of customers. To match buyers and suppliers very well, we consider several factors, purchasing amount, price, language and market situation.
三、不要夸大你的企业 Do not overstate your company
我们首先要说的是我知道绝大多数的中国人都是非常坦诚的。可是很多中国企业的网站上似乎就做的没有这么好了，比如公司规模、客户情况，有时候公司想在市场竞争中让自己突出，所以会把规模写的更大一些、历史更长一些等等，这并不是一件好事，我们要坦诚相告，如果你们公司历史没有那么长说出来也没有关系，因为有些客户反而愿意寻找这样的企业。
Firstly we need to say that I know most of Chinese are more than honesty. But most of their companies’ website seems not that good, such as company scale and situation of customers. Sometimes the company wants to highlight itself in the market competition, so it will write its scale larger and history longer, and so on. This is not a good thing, we need to be honesty. It will be fine to tell if your company’s history is not that long, because some customers would rather find these companies.
四、提供清晰的材料，让买家认识你的企业 Offer clear material to make customer know your company
光是有ISO是不够的，这个谁都可以花几千块钱弄一个ISO的证书，如果你能提交出更多资料我认为才能了解什么叫一个生产的企业。
It is not enough to have ISO, because anyone can pay several thousand to get an ISO. I think I can only understand a producing enterprise if you can offer more information.
五、网站是门面，要好好打点 Just like a facade, a website should be taken good care
我认为网站是非常重要的，这是公司的门面，做得差会被客户怀疑。
I think website is very important, for it is a facade of a company and will get doubted by customers if it is bad.
六、认识差异 Learn differences
西方人重规则，东方人重关系
Western people think highly of rules, while eastern people think highly of relationship
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