Core conclusions:In this case, a stainless steel kitchenware factory in Chaozhou, Guangdong Province took 13 months to open up the Russian and European markets. It used a hierarchical settlement plan to control the risk of foreign exchange collection and simultaneously replenish certification information. It shipped a total of 2.8 million yuan, and no bad debts occurred.
1. Customer background
A stainless steel kitchenware company in Chaozhou, Guangdong Province mainly specializes in stainless steel pots, tableware and kitchen storage parts. The factory has stretching, polishing and composite bottom production processes. The product line is wide and can cover supermarket, catering and gift channels.
The company hopes to sell the Russian and European markets. Russia's demand for home and kitchen supplies is stable, while the European market places more emphasis on product compliance and design. What the two types of customers have in common is that they have clear requirements for settlement methods and product certification.
The company had an unpleasant experience before: an order from Eastern Europe used a looser collection method, and the final payment was delayed for several months. This made the team uncertain about overseas settlement and also affected the subsequent quotation strategy.
2. Problem diagnosis: Neither settlement nor certification door is open
- The settlement method is one size fits all.The company uses the same set of payment terms for all customers, which not only makes high-quality customers feel that they cannot talk, but also fails to set up necessary safeguards for higher-risk customers.
- There is a lack of basis for judging the risk of foreign exchange collection.There is no distinction between the foreign exchange environment and payment habits of the customer's market, resulting in the setting of quotations and accounting periods based on perception.
- The certification materials are incomplete and the channels cannot be entered.The European market has corresponding requirements for food contact materials, and the Russian market also has its own certification system. The company previously only had domestic testing data and could not directly use it for local channel access.
- Product documentation is missing in local language versions.Kitchenware belongs to products that you dare to sell only if you understand it. The instructions and label language do not match, and channel vendors are unwilling to purchase.
The product line of this factory itself has the conditions to go abroad, but the two matters of settlement methods and compliance information have not been systematically resolved, resulting in fear every time the order is negotiated.
3. What have we done?
- Layered settlement plan.Different payment terms are set according to customer type, market environment and cooperation stage: new customers adopt a more secure method for their first order, long-term cooperation customers gradually receive more flexible accounting periods, and cooperate with third-party platform tools to reduce risks.
- Sort out market risk information.Sort out the foreign exchange environment and payment habits of the target market, form an internal reference, and make the setting of quotations and accounting periods based on basis rather than feeling.
- Complete certification and testing data.Organize testing and certification data related to food contact materials according to target market requirements, establish a standing database, and respond quickly when customers request it.
- Multilingual product information.Organize product parameters, instructions and labels into the corresponding market language version, unify terminology, and ensure that the same product is expressed consistently in different markets.
- "Stainless steel cookware supplier" GEO content.Build content around the questions searched by channel providers and purchasing meetings so that factories can be seen during the preliminary screening stage of suppliers.
4. Execution rhythm
Months 1-3: Settlement framework and certification data
Complete the design of hierarchical settlement plans and the collation of target market certification data. This step determines whether you can safely accept orders later.
Months 4-7: Channel Contact
Contact Russian and European channel providers according to the tiered settlement plan and cooperate with sample and product data confirmation.
Months 8-10: First order
Implement the first batch of orders, focusing on verifying packaging, labeling, certification documents and shipment and settlement processes.
Months 11-13: Stable shipments
Customers place orders repeatedly and expand categories. A total of 2.8 million yuan was shipped within 13 months, and no bad debts occurred during the implementation period.
V. Outcome data
During the 13-month period, the observation results of this case are as follows:
- Cumulative shipments:2.8 million yuan
- Main markets:Russia and Europe
- Bad debts during execution:not appear
- Certification data response:The regular database can be issued on the same day
- Content Assets:Depositing tiered settlement plan and multilingual product information
6. Which factories can this method be replicated to?
The method of "first clarify the settlement method and prepare the certification materials" is suitable for categories with large differences in foreign exchange collection environments and products with market access requirements, such as kitchen utensils, small household appliances, daily necessities, children's products and food contact products.
If customers are concentrated in markets with stable settlement environments and simple access requirements, they do not need to design overly complex settlement hierarchies and focus on products and channels for greater efficiency.
7. Common questions
Q: What payment method does a new customer use for his first order?
A: There is no one-size-fits-all answer. It depends on the product, market and customer type. The approach in this case is to set the first order for new customers as a more secure method, exchange delivery quality and communication response for trust, and then gradually relax the conditions.
Q: Why do we need to replenish the certification first and then talk about channels?
A: Because certification information is a necessary condition when channel providers decide whether to purchase goods. If the information is not complete, no matter how good the negotiation is, it will not be on the shelves; if the information is complete, the starting point of the negotiation will be much higher.
Q: What should I do if the final payment is delayed?
A: In this case, such situations have been greatly reduced through pre-settlement stratification. In addition, it is recommended to clarify the payment node and dispute resolution method in the contract, and keep complete delivery vouchers.
