{"id":43036,"date":"2018-06-28T07:00:59","date_gmt":"2018-06-28T07:00:59","guid":{"rendered":"https:\/\/marketingtochina.com\/?p=43036"},"modified":"2024-01-31T04:32:05","modified_gmt":"2024-01-31T04:32:05","slug":"connect-85-000-chinese-distributors","status":"publish","type":"post","link":"https:\/\/marketingtochina.com\/connect-85-000-chinese-distributors\/","title":{"rendered":"How to connect with 85.000 Chinese distributors"},"content":{"rendered":"\n

Finding the right local partner (distributors) to distribute your products is never easy and it is particularly true when it comes to China. <\/span>The consequences of a bad choice can be dramatic for a company: poor sales and production relegated to the background by the distributor to the benefit of another brand, loss of its operating license, <\/span>counterfeits, breach of contract …<\/span><\/span><\/p>\n\n\n\n

Distribution Challenges in China<\/h3>\n\n\n\n

Furthermore, Chinese distributors have become more and more exigent and only want to work with companies that have potential. We understand them. If you were in their shoes, with a dozen companies contacting you every week to sell their products<\/a>, you would not take a risk by closing an unknown brand while being perfectly aware that Chinese consumers don’t buy unknown brands. After all, as a distributor, your job is to distribute, which you are good at. Your job is not to market the product you distribute<\/a>.<\/p>\n\n\n\n

Not only you will have to be extra careful when building your distributions network but even before looking for your first distributor, you will have to work on branding and e-reputation.<\/span><\/p>\n\n\n\n

Alternative to classic distribution model<\/h3>\n\n\n\n

Opting for the cross border when entering China<\/a> is a good alternative. However, keep in mind that Chinese consumers are like Chinese distributors and won’t buy from you if they don’t know you or what you are selling. <\/span><\/span><\/p>\n\n\n\n

It is not only bad news: Tmall has brought excellent news to foreign entrepreneurs. It <\/span>now allows brands to select their partner from over 85,000 distributors<\/a> across the country! <\/span>We tell you everything about this below.
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(Update) Tmall has just lessened the restrictions for brands with low awareness in China<\/a>. Great news for every brand that wanna try out the Chinese market.<\/p>\n\n\n\n

What a classic distribution scheme looks like in China?<\/span><\/span><\/h2>\n\n\n\n


In the case of a foreign entrepreneur exporting his products to China<\/a>, the distribution<\/a> scheme will necessarily belong. He must first find the Chinese distributor who will distribute its products throughout the country. His distributor will go through a wholesaler who will market the products in supermarkets or small stores to reach the consumer.<\/span><\/span><\/p>\n\n\n\n

Depending on what you are selling everything and everyone can be a distributor in China. For instance, you are an alcohol brand and would like to expand your business to China, you could try to get a contract with KTV (karaoke) or Night Club.<\/p>\n\n\n

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\"distributor<\/figure>\n<\/div>\n\n\n

The complexity of this chain explains the cost of goods imported on arrival.<\/span><\/span><\/p>\n\n\n\n

The difficulties of dealing with Chinese distributors<\/span><\/span><\/h3>\n\n\n\n

Above all, it must be understood that the sole task of the distributor is to distribute the goods: his role – and his investment in the brand – stop there. The distributor does not care about the branding of the brand; his vision of partnerships is short-term. He is wary of the fashionable setbacks and the sudden disinterest of the public for a product that sold well the week before. This is why he is mainly interested in the instantaneous profitability of sales and does not foresee long-term collaboration with brands.
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Two facts accordingly:<\/span><\/span><\/h4>\n\n\n\n

1. The distributor will not put forward a brand that has not been proven profitable. He will choose an already profitable brand, which will allow him to generate profit for himself, fast.<\/span><\/span> The brand must be able to manage its e-reputation upstream, even before entering into the Chinese market, to be likely to interest a distributor AND to benefit in advance of its popularity once established in China.<\/p>\n\n\n\n

La marque doit \u00eatre capable de g\u00e9rer sa e-r\u00e9putation en amont, avant m\u00eame son entr\u00e9e sur le march\u00e9 chinois, pour \u00eatre susceptible d’int\u00e9resser un distributeur ET pour b\u00e9n\u00e9ficier d’avance de sa popularit\u00e9 une fois implant\u00e9e en Chine. “>
<\/span>2. The distributor will not help a brand to make itself known or boost sales. <\/span>For a foreign entrepreneur new to the market, the competition is fierce with the international brands already known. This well-known brand will always be privileged because certainly profitable.<\/span><\/span><\/p>\n\n\n\n

La marque doit prendre en charge son marketing de A \u00e0 Z. Le plus efficace \u00e0 moindre co\u00fbt sera d’entreprendre une campagne digitale, ce que nous appelons brand campaign ou lead generation campaign.”>The brand must support its marketing from A to Z. The most effective at lower cost will be to undertake a digital campaign, what we call a brand campaign or lead generation campaign. Being known on social networks makes it possible both to meet its customers, but also to attract the attention of distributors who also do the watch on the internet. Thanks to your actions, you will be able to convince them of the solidity of your business.<\/span><\/p>\n\n\n\n

What basic Marketing Action can you take ahead of meeting with Chinese distributors?<\/h3>\n\n\n\n
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  1. H5 WeChat Brochure:<\/a><\/strong> It is an electronic brochure that is easy to share on WeChat. It contains the listing of all your products (in Chinese). It is one of our latest solutions for distribution. If you already have one and are looking for distributors, drop us an email, and we will share it with our contact. If you don’t have one, we now design these brochures in less than 2 weeks. Fast and efficient. Besides, it shows you are already engaged in China and are aware of the tools available.<\/li>\n\n\n\n
  2. Website or Webpage: It needs to be in Chinese to rank on Baidu<\/a>. It is especially necessary if you are in B2B. Having a company website is proof that you are real.<\/li>\n\n\n\n
  3. SEO and Undercover SEO:  Above all, distributors will make basic checks on Baidu about you.<\/li>\n<\/ol>\n\n\n\n