Background The rapid growth of Chinese economy has generated a market of great capacity for the whole world. According to the statistics from the Chinese Custom, the total import volume of China has been increasing rapidly since 2002. In 2007, it reached 955.82 billion US dollars, 20.8% higher than that of the year before. In addition, by the end of 2007, foreign exchange reserve of China has exceeded 1500 billion US dollars. Meanwhile, domestic demand has enjoyed a rapid growth as well.
However, in face of such a market of great potential, most foreign enterprises haven’t done well in opening up Chinese market, even though they have very good products. Surveys show that the main reason of this lies in the Chinese users or consumers’ low recognition of those foreign products which make their debuts in Chinese market. This leads to the huge input by distributors and the market uncertainty.
China Import Products Solicitation and Promotion System
In order to implement the national policy of promoting import and effectively foster the entry of competitive foreign products into Chinese market, under the support and impetus of relevant Departments of Ministry of Commerce of the P. R. China, Beijing International Brand Management Center is establishing the China Import Products Solicitation and Promotion System to solicit import products throughout the world, and select typical terminal marketplaces and distribution channels, where popularization and distribution of the new products among end users and consumers will be carried out at our expense. The targeted enterprises to be brought into the system are enterprises specialized in high-class Consumer Products or competitive Industrial Products.
The system is to establish long-term cooperative relationship with foreign business chambers, associations of competitive industries and trade promotion organizations, which recommended by Chinese economic and commercial counsellor’s offices in foreign countries as well as foreign embassies in China, to solicit products from those enterprises with the intent of entering Chinese market, so as to ensure the products introduction collectively, systemically and of large scale.
Meanwhile, by popularizing the products among marketplaces for consumer products, various industrial markets, commercial centers and distributors in China, the system aims to help the products rapidly enter into the terminal distribution channels as well as make exposure to consumers and end users, while reducing the risks, procedures and operating costs for foreign enterprises to explore the Chinese market.
An alliance of world-famous commercial service companies will also provide, in specific steps of promotion, professional business service in the fields of marketing, law, finance, logistics, insurance, media support, etc.
Execution Mode of the Solicitation and Promotion System
For Consumer Product Enterprise
STEP 1: Registration
Foreign enterprises will enter the registration website at www.oncn.org, and submit as per request the registration form, the enterprise’s basic information and the product details after reading the notices.
STEP 2: Evaluation on Competitiveness
Foreign enterprises and their products will be evaluated and selected by experts according to their competitiveness in Chinese market, before they’re brought into the promotion system. After this evaluation period of 30 days, the enterprise will receive the result as a feedback.
STEP 3: Promotion Among Buyers
1.Enterprises that survive the evaluation provide samples and product brochures by posts (at its own expense);
2.Positioning for marketing and promotion are carried out by experts according to the demands of the import products and brands. The promotion will last for 180 days and cover various terminal markets and commercial centers. (for products that need to be examined and approved by related government agencies, e.g. food, drug, medical instruments, etc, it may take longer.).
STEP 4: Entry into End-User Channels
The system helps to facilitate the establishment of cooperation between foreign enterprises and Chinese terminal markets. In order to enhance the brand recognition, as planned, a 180-day market test will be carried out in advance at the marketplaces in Beijing and Shanghai. Products gained favourable response will proceed to enter into the sales markets in other major cities step-by-step.
Exclusive Store is one choice in the project for consumer goods entering into Chinese market. See the proposal (PDF, 643KB) made by McKinsey & Company.
For Industrial Product Enterprise
STEP 1: Registration
Foreign enterprises will enter the registration website at www.oncn.org, and submit as per request the registration form, the enterprise’s basic information and the product details after reading the notices.
STEP 2: Evaluation & Selection
Foreign enterprises and their products will be evaluated and selected by experts before they’re brought into the promotion system. After this evaluation period of 30 days, the enterprise will receive the result as a feedback.
STEP 3: Directional Promotion
1.Foreign enterprises provide product brochures (in Chinese version) by posts;
2.The promotion will estimatedly last for 180 days and cover various industrial markets, agents and distributors in China. The import demands will thereby be collected and fed back to the foreign enterprises;
3.The system helps to facilitate the cooperation between foreign enterprises and Chinese professional markets, agents and distributors.
Beijing International Brand Management Center
MOFCOM Dong An Men Office Building,
Room 315-320. No.82 Dong An Men Street,
Beijing, P.R.China 100747
Fax: 8610-6512-4558
E-Mail: infor@oncn.org
Location: 