goeurope通往歐洲

1、1,Go Europe 通往歐洲！,Hangzhou,2,Europe is different 歐洲的不同之處 The opportunity at a glance 商機一覽 Success factors for sales in Europe 打入歐洲市場的成功因素 Optimal location for an engagement in Europe 切入歐洲市場的最佳地點 First steps to setup sales channels in Europe 構(gòu)建歐洲銷售渠道的第一步 Implementation of local entity in Europe 創(chuàng)建歐洲當

2、地經(jīng)濟實體 Identification of partners or human resources in Europe 尋找在歐洲的合作伙伴或人力資源 Order processing of delivery business to Europe 產(chǎn)品銷往歐洲的操作流程 Tariffs and others barriers for ex-EU suppliers 針對非歐盟供應商的關(guān)稅及其他貿(mào)易壁壘 What Cisema can offer 凱思公司可以提供什么 We are strategic partner of HSTA 凱思公司是杭州科學與技術(shù)協(xié)會的戰(zhàn)略合作伙伴,Go Euro

3、pe 通往歐洲,Dipl. Ing. Stefan Fischer Managing Director Cisema GmbH Tel. +49 (0) 89 74849955 Fax +49 (0) 89 74849956,3,USA and Europe are different! Success in US means not it will become easy in Europe: 美國和歐洲并不相同！在美國取得商業(yè)成功，并不意味著在歐洲也將同樣容易。 Bureaucracy 政府機構(gòu) Currency 貨幣 Languages 語言 Employment 職業(yè) Educatio

4、n 教育 Work time 工作時間 Tax 稅收 Social security systems 社會保障制度 Role of unions 工會的作用 Sports 運動 Food 食品 Business is local. It is impossible to copy success from one to another rim. 商業(yè)具有較強的地方性。我們不能簡單地將一個地方的成功復制到另一個地方。,Europe is different 歐洲的不同之處,4,European cultural dimensions 歐洲的文化深度,Although business has b

5、ecome international, cultural characteristics still influence the ways of thought and action of European as well as of Chinese businessmen. 盡管商業(yè)運營已經(jīng)走向國際化，但是我們不能忽視，各自文化的特點仍舊強烈影響著歐洲和中國商人的思維方式和行動。 These different ways of doing business can be attributed to differences in the historical and cultural dev

6、elopment of both Europe and China. 這些經(jīng)商方式的不同，可以歸因于歐洲和中國之間歷史文化發(fā)展軌跡的不同。 Marketers should take into consideration the culture of each market and position their products in an appropriate manner. 營銷人員應該考慮到每個市場的文化背景，并采用適當?shù)姆绞蕉ㄎ黄洚a(chǎn)品。 There are differences in perception with regard to products (and perhaps e

7、ven brands) on need, usage and importance: 在需求、使用及價值方面，不同國家對產(chǎn)品（甚至品牌）有著不同的理解： in the UK, tea, raincoats and golf; 在英國，茶、雨衣和高爾夫； in Germany beer, cars and philosophers like Karl Marx; 在德國，啤酒、汽車和哲學家（如卡爾馬克思）； in Italy pizza, opera and shoes; 在意大利，比薩餅，歌劇和鞋子； in France perfume, cheese and champagne; 在法國，香

8、水，奶酪和香檳酒； In most European countries, such as Germany, Austria, France and Belgium, using courtesy titles and last names is the norm. 在大部分歐洲國家，如德國，奧地利，法國和比利時，使用禮貌性的稱謂和姓氏是一項基本規(guī)范。 In the UK and in the Netherlands it is not unusual to act on a first-name basis after the first introduction. 在英國和荷蘭，初次見面時

9、，直呼對方的名字是相當正常的。,5,Europe vs China 歐洲與中國之比較,6,46 countries - 27 members of EU 46個國家其中有27個歐盟成員國 10,5 Million square Kilometers 歐盟疆域面積1050萬平方米 680 Million people (third largest population, after China and India) 6.8億人口（僅次于中國和印度，列世界第三） number of people in working age: 67.2% 工作適齡人口占總?cè)丝诘?7.2% labor force:

10、 services: 67%, industry: 29%, agriculture: 4%: 勞動力資源：服務(wù)業(yè)， 67%；工業(yè)， 29%；農(nóng)業(yè)，4%： life expectancy: 78.3 years 平均壽命：78.3歲 EU 27 GDP in 2006: 12,046 Billion Euro (USA: 10,955 and Japan: 3,543) 歐盟27個成員國 2006年的GDP（國民生產(chǎn)總值）： 120460億 歐元 (美國：109550億 和日本：3543億) growth rate of the GDP: 2.4% GDP增長速度： 2.4% transpor

11、tation infrastructure: 222,293 km railways; 4,634,810 km highways; 53,512 km waterways; large number of important airports 交通基礎(chǔ)設(shè)施： 222,293 km鐵路、4,634,810 km 高速公路、53,512 km 河道以及眾多重要機場 - stability and prosperity 繁榮與穩(wěn)定 - standard of living 生活水平 - largest and most important trading group 最大而且最重要的貿(mào)易群體,Th

12、e opportunity at a glance 商機一覽,7,The EU welcomes China 歐洲歡迎中國,China is by far the most significant centre of growth in the Asian region. Its rapid economic development in the past twenty years has had a great impact on EU-China trade and on their economic relations. 如今，中國是亞洲地區(qū)最重要的發(fā)展中心。中國近20年的快速發(fā)展，對中

13、歐貿(mào)易及其經(jīng)濟關(guān)系的發(fā)展，都具有重大推動意義。 China and the EU are two of the biggest markets in the world. They have everything to gain by deepening their commercial ties. 中國和歐洲是世界上兩個最大的市場。隨著雙方貿(mào)易關(guān)系的加深，中歐實現(xiàn)了“雙贏“的局面。 Today China is already a crucial economic partner for the EU. 目前，中國已成為歐洲至關(guān)重要的經(jīng)濟伙伴。 In 2004 the EU became C

14、hinas largest trading partner! 2004年，歐洲成為中國最大的貿(mào)易伙伴！ A forward-looking policy of engagement with China is crucial for the EU. 針對與中國的貿(mào)易合作，歐洲極需一個具有長遠利益的政策體系。 Conclusion: International trade can be advanced by mutual trade and investment flows. 總結(jié)： 中國和歐洲的雙邊貿(mào)易和投資潮流，將推動雙方國際貿(mào)易的發(fā)展！,source: German Bank 417 e

15、nterprises from Asia in Germany,8,Global competition for investment and exports 投資與出口的全球競爭,Source: Financial Times,1) wages, taxes, duties, utility cost 工資、稅收、關(guān)稅、有效成本 2) available resources * applicants; European Monetary Union (EMU),Germany is 德國是 the larges economy in Europe and the EU 歐盟和歐洲最強的經(jīng)濟大

16、國 the largest trading partner of China in Europe and the EU 中國在歐盟和歐洲最大的貿(mào)易伙伴 the geographic center of Europe and the EU 歐盟和歐洲的地理中心 Conclusion: 要點： 7,000 Chinese enterprises invested in 2004 across the globe and 600 of them in Germany 中國在全世界投資的7000多家中，有600多家在德國,Optimal location for an engagement in Eu

17、rope according to general figures 切入歐洲市場的最佳地點 參看下圖,13,First steps to setup sales channels in Europe 構(gòu)建歐洲銷售渠道的第一步,Delivery contract between Chinese supplier and European customer 中國供應商與歐洲客戶之間的供貨合同,Local trading partner in Europe 歐洲當?shù)刭Q(mào)易合作伙伴,Outsourcing in Europe 歐洲市場采購,Company in Europe 歐洲分公司,Trading

18、branch office in Europe 歐洲貿(mào)易辦事處,Factoring and taxing in China 中國的稅收及其它因素,Factoring and taxing in Europe 歐洲的稅收及其它因素,low degree of localization high 低 地方化程度 高,low risk / invest high 低 風險/投資 高,Representative office in Europe 歐洲代表處,Agent in Europe (Commission business) 歐洲代理商,14,Identification and verifi

19、cation of partners or human resources in Europe 尋找和驗證在歐洲的合作伙伴或人力資源,In Europe 歐洲 Business Tours organized by government or associations 由政府和協(xié)會組織的商務(wù)考察 Contact on trade or HR fairs 關(guān)于貿(mào)易或人力資源事務(wù)的接洽 Adds in news papers / magazines / internet 報紙/雜志/網(wǎng)絡(luò) In China 中國 News papers / magazines / internet 報紙/雜志/網(wǎng)絡(luò)

20、 Contact on trade Fairs 貿(mào)易洽談 Delegations from Europe 歐洲代表團 Verification of company and personal data 驗證個人和公司的相關(guān)信息或數(shù)據(jù) Banks 銀行 Information services e.g. Creditreform, Schufa 信息服務(wù)，比如Creditreform, Schufa公司（該公司提供個人或公司的信用等級） References 參考信息 Trade register 商業(yè)登記,15,Business trips to Europe and direct conta

21、ct to customers on trade fairs in Europe 歐洲商務(wù)考察及在商品交易會中與歐洲客戶的直接洽談。 - Offers 報價 - Samples 樣品 Delivery contract 供貨合同 AUMA The German Trade Fair Library is a central service facility of AUMA and offers optimal desk research opportunities on the themes of trade fairs and congresses. 德國商務(wù)信息圖書館是AUMA的一個核心服

22、務(wù)機構(gòu)，它為商品交易會和代表會議，提供最為理想的“辦公桌式研究”機會。 注：“辦公桌式研究” 即為通過網(wǎng)絡(luò)、報紙等方式獲取信息，而不用到調(diào)查現(xiàn)場 Here information and media on the German trade fair industry are collected and made available for evaluation by interested parties.在此，我們收集了關(guān)于德國商品交易會的信息和媒體，并通過了有關(guān)部門的評估。 The Trade Fair Library which has existed since 1997, is ope

23、n to all as reference library. 德國商務(wù)信息圖書館成立于1997年，作為參考書閱覽室，對所有公眾開放。 Since July 2002 it has also been possible to conduct research in the librarys catalogue online and thus to make better preparations for a visit to the Trade Fair Library. 從2002年6月開始，我們可以在線實施調(diào)查，由此可以在訪問德國商務(wù)信息圖書館之前，做更充分的準備。,Trade Fairs

24、in Europe 歐洲商品交易會,16,Selling and distributing Chinese products in Europe requires the necessary coordination, time and know-how. 將中國的產(chǎn)品銷往歐洲市場，需要一定的協(xié)調(diào)，時間和專門知識。 Finally the sales, marketing and communication of products in the European market is directly determining the business results. 在歐洲市場的銷售、行銷和關(guān)

25、于產(chǎn)品信息的交流，直接決定了最終的經(jīng)營成果。 A reliable sales base in Europe is therefore of vital importance for your company. There are basically three options: 因此，對貴公司來說，一個可靠的歐洲銷售機構(gòu)，極為重要！ (1) Frame contracts with reliable dealers or license partners e.g. sales representatives, agents or franchisee partners 與可靠的經(jīng)銷商（如商品

26、銷售代表，代理商或總經(jīng)銷商）或許可經(jīng)營伙伴的合同 (2) Sell, market and distribute products effectively by an own sales base 通過自己的銷售機構(gòu)，有效地銷售、行銷、分配您的產(chǎn)品 (3) or do you prefer a joint venture? 或者是你選擇合資的形式？ It depends on your feasibility study. 這取決于你的可行性分析,Market Entry to Europe 歐洲市場進入,17,One of the main criteria for a good distr

27、ibution partner is its knowledge of the local market. 一項評判分銷商好壞的主要指標是其對當?shù)厥袌隽私獾亩嗌佟?Regional, national or international, a distribution company must have a strong affinity with your European target market. 不管是地區(qū)性的，國家性的，還是國際性的，一個分銷商必須密切關(guān)注歐洲目標市場。 Consequently, the true worth of a distributor lies in its

28、 experience with existing and potential clients. 因此，分銷商的真正價值在于其所具有的現(xiàn)有的和潛在的客戶群。 A European distributor may have a regional, a national or a pan-European market potential. Each of these levels has its pros and cons. 歐洲分銷商的級別可以是地區(qū)級、國家級 或整個歐洲范圍的。每個級別都具有自身的優(yōu)勢與不足。 A regional distributor has less reach tha

29、n a national or international player and might, therefore, not have enough market potential for your products. 地區(qū)分銷商的影響力要遠小于國家或全球范圍的分銷商，所以可能沒有足夠的市場潛能來銷售您的產(chǎn)品。 On the other hand, these regional distributors usually have a more refined knowledge of the local market than their national and international

30、 counterparts. 但另一方面，相比較國家和全球范圍的分銷商，這些地區(qū)分銷商通常能夠更準確的了解當?shù)氐氖袌鲂枨蟆?Conclusion: 結(jié)論： The best choice is not necessarily to partner with a panEuropean distributor. It could well be more profitable, for your company, to work with a range of distribution partners dotted all over Europe. 選擇歐洲范圍的分銷商，并不一定是最好的。擁有

31、一批分布在歐洲各地區(qū)的分銷商，可能更為有利。,Main requirements for distribution partner 分銷商的主要要求,18,First of all, you need to do a feasibility study: 首先，您得做一個可行性分析： Is there an existing or a potential market for your products? 您的產(chǎn)品擁有現(xiàn)有市場或是潛在市場？ Will there be enough market demand to sell your products? 您的產(chǎn)品是否具有足夠大的市場？ Wha

32、t are the transport and logistic resources available to you? 您可用的運輸和物流資源如何？ And how do you maximize your return on investment? 如何讓您的投資回報最大化？ This study should be made for the present and the future of your European sales program. 此項研究的對象是當前和未來的歐洲銷售計劃。 Secondly, you need to check if your chosen brand

33、 name is already protected by law in Europe. 其次，你需要核實一下，你所選擇的分公司名稱是否已經(jīng)被其他公司注冊。 Thirdly, you need to decide on an ideal location for your sales base. 第三，你需要為你的銷售機構(gòu)選找到一個理想的地點。 In that respect, regional real estate prices, social security regulations, financial regulations, the traffic network, will al

34、l play a key role. 那種情形下，地區(qū)的實際不動產(chǎn)價格、社會保險制度、金融制和網(wǎng)絡(luò)交通等，將扮演重要角色。,Sell, market and distribute products effectively by an own sales base 通過自己的銷售機構(gòu)，更有效地銷售、行銷和分配產(chǎn)品,19,Checklist: 核對 Register company name and trade marks 注冊公司的名稱和商標 Open a bank account (registered capital) 開立一個銀行帳戶 （注冊資金） Find a tax and legal

35、 advisor (prepare company articles) 尋找一個稅收和法律顧問（準備公司章程） Company registration by notary 公司注冊公正 Business license from the local government 從地方政府那拿到營業(yè)執(zhí)照 More or less automatically: 一般自動地成為： Member of the chamber of commerce (IHK) 商會會員 Member of the professional association (Berufsgenossenschaft) 專業(yè)組織的會

36、員,Implementation of local entity in Europe 構(gòu)建歐洲當?shù)亟?jīng)濟實體,20,Different communication style 不同的交流風格 In Europe communication means mainly exchange of information. 在歐洲，交流主要是交換信息 In China communication means harmony, influence etc. 在中國，交流意味著協(xié)調(diào)，感化等 Due to the different goals of communication in Europe and in

37、 China the development of discussions is completely different: 由于截然不同交流目的，歐洲和中國的談話進展過程也完全不同：,Europe 歐洲 1. Key statement 關(guān)鍵陳述 2. Reasons 理由 3. Add on information 添加信息,China 中國 1. Small talk 閑聊 2. Details 細節(jié) 3. Key statement 關(guān)鍵陳述,Negotiations in Europe and China 歐洲和中國的談判方式,21,The following items shoul

38、d be defined in contract : 在合同中需要定義以下條款: Payment conditions 付款條件 INCOTERMS 國際商業(yè)術(shù)語 Packing 包裝 Transportation 運輸方式 Insurance 保險 Liabilities 責任 Deadlines and penalties 交貨期及罰款,Cancellation 取消 Tax and customs 稅收和關(guān)稅 Written form 書面形式 Salvadorian clause 薩爾瓦多條款 Language (one!) 語言（一種！） Arbitration clause (CI

39、ETAC) 仲裁條款 Selected law (UN trade law) 適用法律,United Nations Commission on International Trade Law is advantageous for Seller! 聯(lián)合國國際貿(mào)易法律委員會保護銷售商的合法權(quán)益。,Delivery business 供貨,CLIETAC is abbreviation of China International Economic and Trade Arbitration Commission CLIETAC是中國國際經(jīng)濟貿(mào)易仲裁委員會的英文縮寫。,22,INCOTERMS

40、2000,23,Tariffs and others barriers for ex-EU suppliers 針對非盟洲供應商的關(guān)稅及其他貿(mào)易壁壘,The European customs union was one of the earliest milestones of the EU. 歐洲關(guān)稅聯(lián)盟是歐盟發(fā)展初期的里程碑之一。 The EU abolished customs duties: All internal border controls subsequently disappeared, except from occasional checks for drugs and

41、 illegal immigrants. 歐盟廢除了關(guān)稅：除了不定期的毒品和非法移民檢查，所有的國家內(nèi)部控制隨之消失。 The EU gained a single trading area with free circulation of goods, whether made within the EU or imported from outside. This means, after taxation at the external border of the EU, the goods can circulate freely within the rest of the EU w

42、ithout any further customs duties moving from one Member State to another. 歐盟創(chuàng)建了一個自由貿(mào)易區(qū)，在該貿(mào)易區(qū)內(nèi)，無論貨物是在歐盟內(nèi)部制造的，還是從聯(lián)盟外部進口的，都將自由流通。也就意味著，在繳納了進入歐盟的稅收之后，貨物從一個歐盟成員國轉(zhuǎn)移至另一個成員國，無須進一步繳納關(guān)稅。 The EU installed a uniform taxing system for imports ensuring that all products entering are submitted to an equal customs

43、 duty. 針對進口貨物，歐盟建立了一套統(tǒng)一的稅收制度，從而保證對所有進入歐盟的商品，征繳同比關(guān)稅。 TARIC is the acronym for the Integrated Tariff of the European Communities. TARIC是Integrated Tariff of the European Communities（歐洲共同市場綜合關(guān)稅）的簡稱。 The customs policy is not static: the EU is constantly evaluating the working of the policy and the impo

44、rt tariffs! 關(guān)稅政策不是一成不變的：歐盟會定期地評估該政策和關(guān)稅制度的具體實施。,24,Tariff suspension and relief 關(guān)稅暫停征收和減免,Suspensions can only be granted temporarily and for specific economic reasons: 關(guān)稅暫停征收是暫時的，而且只有在特殊經(jīng)濟原因時實行： Raw materials, semi-finished goods or components that are not available within the European Union 歐盟缺少的原材

45、料、半成品或部件 Finished products - provided that they are used as components in the final product and provided that the added value of the assembly is sufficiently high 成品 用為最終產(chǎn)品的部件或組裝工藝增值相當高的情況下提供 Materials to be used in the production process provided that they are necessary for the manufacture of a pro

46、duct 生產(chǎn)過程中用到的物料 在制造產(chǎn)品需要時提供 Relief is applied to products that are not directly intended for sale or production: 關(guān)稅減免是針對那些不直接用于銷售或生產(chǎn)的產(chǎn)品： Capital goods and other equipment belonging to a firm definitively ending its activities in a third country and moving to the EU 在第三國結(jié)束其活動后進入歐盟，且明顯從屬于一個公司的資本貨物和其他機器

47、 Small consignments of a non-commercial nature sent by private persons in third countries to private persons in the EU 非商業(yè)性質(zhì)的小批量發(fā)貨，由第三國的個人發(fā)送給歐盟的個人 Goods imported for trade promotion, examination, analysis or testing in the EU 用作貿(mào)易促進、檢驗、分析或測試的貨物 Reference substances for controlling the quality of med

48、icines 用作控制藥品質(zhì)量的參照物質(zhì) Educational, scientific and cultural materials, provided they are not imported for commercial purposes 非商業(yè)用途的教育、科技和文化材料，,25,Preferential rates and general agreements with China 特惠比率和一般協(xié)議,The EU uses a Generalized System of Preferences (GSP) for different trade partners. 對不同的國家，歐

49、盟采用普惠制（GSP） 。 The GSP benefits developing countries by enabling them import of qualified products at reduced or zero rates of duty. 普惠制通過降低或免除稅收，讓發(fā)展中國家進口到合格產(chǎn)品，促進其發(fā)展。 With a share of more than 30% of all preferential imports, China is one of the main beneficiaries of this GSP scheme. 中國是普惠制的主要受益者之一，她

50、享受到了高于30%的特惠產(chǎn)品。 Recently some of the Chinese products were graduated from the GSP list e.g. textile products, edible products of animal origin, plastics and rubber, paper, optical products, clocks and electro-mechanical goods. 最近，部分中國產(chǎn)品從GSP清單中撤除，比如紡織產(chǎn)品、肉質(zhì)產(chǎn)品、橡塑產(chǎn)品、紙、光學產(chǎn)品、時鐘以及機電產(chǎn)品。 Last but not least,

51、there is a system of bonus tariffs. These tariffs are created to encourage countries that benefit from the GSP to respect certain European standards, such as the environmental standards. 最后，普惠制還有一項獎勵稅制，它用來鼓勵那些因遵循一定歐洲標準而從普惠制中獲益的國家。 The EU has negotiated a customs cooperation agreement with the Govern

52、ment of the Peoples Republic of China. This agreement undertakes to combat commercial fraud and counterfeiting. 歐盟已經(jīng)與中國政府達成了海關(guān)協(xié)定。該協(xié)定用于抵制商業(yè)欺詐和偽造。 The agreement will facilitate the fight against the growth in the illegal market for counterfeit designer goods with a fake brand name or trademark, as wel

53、l as pirated goods made without payment of intellectual property rights. 該協(xié)定將加強壓制偽造產(chǎn)品非法市場的增長冒牌和盜版產(chǎn)品（未支付知識產(chǎn)權(quán)費）。,26,Import limitations and Emergency controls 進口限制和緊急措施,All imported goods can be investigated by the EU. 所有進口的產(chǎn)品都有可能被歐盟調(diào)查。 The aim of these investigations is to determine whether the produc

54、ts in question are causing serious injury to the EU producers of competing goods. 調(diào)查的目的在于確定調(diào)查對象是否會嚴重損害歐盟制造商（競爭對手）的利益。 The following aspects are checked through out the investigation: 調(diào)查包括以下項目： The volume of the imported products 進口產(chǎn)品的數(shù)量 The price of the imported products 進口產(chǎn)品的價格 The consequent impac

55、t on producers within the EU 對同類產(chǎn)品的歐洲制造商的沖擊 Other factors possibly causing injury to the concerned producers 可能損害歐盟相關(guān)制造商利益的其他因素 If the investigation indicates that the products in question are a threat to the European market, safeguard measures can be installed. 如果調(diào)查結(jié)果顯示，該產(chǎn)品對歐洲市場構(gòu)成巨大威脅，歐盟將實行保護措施。 The duration of these measures may in principle not exceed four years. 原則上，這些保護措施的單次延續(xù)時間不得超過4年。 The EU has imposed emergency controls on products that jeopardize the environment, endangered species or if they are a direct threat to the