Correspondence

of Business Negotiation
交易磋商函电
 Read and answer questions
• 如果你收到如下建交函电，需看懂以下几
个问题，请用中文回答（App-活动-读信函
回答问题1）：
– 写信人是哪个国家的？想进口还是想出口？
– 写信人是通过什么渠道得知我方信息的？
– 写信人对什么商品感兴趣？
– 写信人有何要求？（即我们回信时要注意什
么？）
– 写信人是如何吸引我们回信的？
 Example 1
Dear Madam or Sir,
On the recommendation of China Chamber of Commerce and
Industry, we have learned that you are a manufacturer of
sunglasses.
Now we are particularly interested in importing various range of
fashion sunglasses for women. If your quality, price, delivery and
payment can meet our request, we’d like to establish a long-term
business relationship with you. Please send us your catalogues and
your best quotation for our reference.
Thank you and we are looking forward to your early reply.

Best regards
Penny Ma
ABC Import and Export Company
No.23, Chalis Road, Queen District, New York, US
 Example 1
Sunglasses buyer in US seeking for cooperation

Dear Madam or Sir,

On the recommendation of China Chamber of Commerce 中国商会的推
荐, we have learned that得知 you are a manufacturer of sunglasses.
Now we are particularly特别 interested in importing various range of
fashion sunglasses for women. If your quality, price, delivery and payment
can meet our request满足我们的要求, we’d like to establish a long-term
business relationship with you. Please send us your catalogues 商品目录
and your best quotation最优惠的报价 for our reference供我们参考.
Thank you and we look forward to your early reply.

Best regards
Linda Stone
Purchase Manager
ABC Import and Export Company
No.23, Chalis Road, Queen District, New York, US
 Read and answer questions
• 如果你收到如下建交函电，需看懂以下几
个问题，请用中文回答（App-活动-读信函
回答问题2） ：
– 写信人是哪个国家的？想进口还是想出口？
– 写信人是通过什么渠道得知我方信息的？
– 写信人对什么商品感兴趣？
– 写信人提及的附件中是什么？
– 写信人是如何吸引我们回信的？
 Example 2
Dear Madam or Sir,
We are glad to see your buying lead on Alibaba and it happened to
be on our business line.
We are professional sticker exporter in Wenzhou, the biggest
printing and packing industry base in China. Please find our
catalogue and price list attached. All kinds of stickers in the market
are provided or customized by the manufacturers in our base. It will
be a great pleasure to receive your detailed inquiries for any items
against which we’ll send the favorable quotations.
We would appreciate receiving your specific inquiries.
Sincerely yours
Penny Ma
DEF Company
No.12, ## Road, Wenzhou, China
 Example 2
Sticker Exporter in China inviting your inquiry

Dear Madam or Sir,

We are glad to see your buying lead购买信息 on Alibaba and it happens to
be on our business line我们的业务范围.
We are professional sticker张贴画 exporter in Wenzhou, the biggest
printing and packing industry base 产业基地in China. Please find our
catalogue and price list attached附件里的. All kinds of stickers in the
market are provided or customized 定制by the manufacturers in our base.
It will be a great pleasure to receive your detailed inquiries 详细的询价
for any items品类 against which we’ll send the favorable quotations最优
惠的报价.
We would appreciate receiving your specific详细的 inquiries.
Sincerely yours
Penny Ma
Sales Supervisor
DEF Company
No.12, ## Road, Wenzhou, China
 Discuss
APP-讨论信函结构和优点
• 两封范例信函都包含哪几个部分？
• 你认为两封信函有何优点？
 商务信函撰写原则

• 7C
• Clear---clarity清晰
• Concise---conciseness简洁
• Courteous---courtesy (politeness)礼貌
• Considerate---consideration周到
• Complete---completeness完整
• Concrete---concreteness具体
• Correct---correctness正确
 商务函件格式和内容
建立业务关系的信函写作要点
吸引眼球且概括意图
Subject Line标题行
泛称Dear Madam or Sir或#+姓Mr. Li
Salutation称谓 三段式
导言 1导言：表明如何得知对方信息和主要意图；
细节 2细节：介绍本公司优势，吸引合作；
结尾 3结尾：表示期待回复和致谢。

结尾敬语 Best regards\ Sincerely

yours\ with best wishes
落款（姓名和职位）
Best regards\ Sincerely
Attachment附件 yours\ with best wishes
 正文三段式
——导言introduction
• 说明信息来源
– We saw\It’s a pleasure to see\ We are glad to see your buying
leads\information\advertisement on Alibaba\Made in China\internet.
– On the recommentation\Through the courtesy of Chamber of
Commerce商会\ commercial counselor‘s office of the Embassy大使馆
商务参赞处，we have learned that you are a big exporter of
sunglasses.
– Our market survey showed that you are the largest importer of cases
and bags in Canada.

• 表达主要意图
– It happens to be on our business line.
– We are seeking for business cooperation on trade of sunglasses.
– We are willing to establish business relationship with you on the basis
of equality and mutual benefit.
 正文三段式
——细节Details
• 介绍自己
– We are professional exporter(importer) of sunglasses\ We
specialize in exporting sunglasses\Our main business is
sunglasses exporting.
• 吸引合作，介绍产品或优势
– We are a leading company with 30 years experience in sunglasses.
– We have regular clients from over 100 countries and regions
worldwide.
– To give you a general idea of our products we enclose our catalogue
for your reference.
– Article No.102 is our newly launched one with excellent quality，
fashionable design and competitive price.
 正文三段式
——结尾Close
• 激励对方回应
– If you are interested, please send your specific inquiry without delay.
– We are looking forward to your specific inquiries.
– Your comments on our products or any information on your market
demand will be really appreciated.
 Practice
• 中国ABC进出口公司的销售主管通过网络信
息搜索得知一家澳大利亚DEF进出口公司想
采购中国制造的鞋类。ABC公司已经成立二
十多年，专营鞋类出口，已经向美国和欧
洲市场出口并赢得声誉。请以该销售主管
的口吻写一封建立业务关系的信函。
 建交信seeking cooperation
Export china-made shoes

Dear Madam or Sir:

We heard of you on internet that your are in need of china-made shoes ,we are
especial now writing to seek cooperation.
Our company had experience more than 20 years on this line. We specialize in
the export of all kinds of shoes, especially leather shoes, mainly to USA ,Europe
and have gained high reputation. The enclosed catalogue will give you a general
idea of our products.

If you are interested, please do not hesitate to contact us.

We are looking forward to your detailed inquiry.

Sincerely yours

Penny Ma
Sales Supervisor
ABC Import&Export Company
86 010 84651593
 询盘inquiry
Dear Ms. Ma,
We received your catalogue and are interested in article No.132, 135,
136 of your catalogue. Please send the best quotation for 1000
pairs of each item with specific trade term and payment method.
We appreciate your early reply.

Sincerely yours 可以据以发盘的详细询盘应指

定商品规格，购买数量和其他
Simon Smith 要求（如贸易术语、包装要求、
装运期限等），因为这些都会
Purchase Section 影响报价的高低。
DEF Company 若条件不充足，如没有说明购
No.13, ## Street, Sidney, Australia 买数量或贸易术语，则对方发
盘时应指明或者会经历若干轮
就上述条件的互相询问。
 发盘offer
Dear Mr. Smith,
I’m glad to receive your inquiry for three items of shoes. At your request,
we offer the best price as follows:
– Commodity: Shoes
– Specification: Article No.132, 135, 136 as per catalogue in the email
on March 16,2016
– Quantity: 1000 pairs of No.132, 1000 pairs of No.135, 1000 pairs of
No.136
– Packing: One pair in a box, 12 pairs in a carton with 1 pair of size 40,
3 pairs of size 41, 3 pairs of size 42,3 pairs of size 43, 2 pairs of size 44.
– Price: CIF Sidney, RMB 120 per pair of No.132, RMB 130 per pair of
No.135, RMB 140 per pair of No.136
– Payment: Sight L/C
– Shipment can be effected in 20 days after receiving the L/C.
Our stock of these three items are decreasing rapidly, please make your
decision in a week.
Best Regards
构成发盘的要件：1接收方指定明确；2至少包含价格、
Penny Ma 品质和数量条件，一般还包含装运、支付和包装条件；
Sales Supervisor 3在有效期内接受则受约束。
ABC Import&Export Company
86 010 84651593
 还盘counter-offer
Dear Ms. Ma,
We have received your offer and found the prices too high.
In our market, shoes of similar quality are available from several
Asian companies, who offer prices 10%-15% below yours. Because
of your experience and capacity, we’d like to order if you make 10%
discount. Your concession would be highly appreciated.
We look forward to your early reply.
还盘一般针对价格，而对品质、数量、装运期或付款
Best Regards 条件的改变也构成新的发盘。一经还盘即推翻原发盘，
必须经对方接受方可有约束力。对包装或其他交易条
Simon Smith 件的改变一般不构成新的发盘，除非它对价格的影响
较大或较难办到。
Purchase Section
DEF Company
No.13, ## Street, Sidney, Australia
 还盘counter-offer
Dear Mr. Smith,
We learn from your letter that our price is found to be high.
We believe our price is quite reasonable if taking account of the
quality. As you have mentioned, our experience in several oversea
markets can ensure the liability of our business. Furthermore,
three items you want to order are ready in stock for shipment,
which will help you to lead your local market. However, we’d like
to reduce 2% of the price of each item as the beginning of our
long-term cooperation.
Hope you accept it within 2 days.
面对买方的讨价还价要强调自己在质量、经验、
Yours sincerely
声誉、可靠性、交货期等方面的优势。一般给
Penny Ma 予更短的发盘有效期。
Sales Supervisor
ABC Import&Export Company
86 010 84651593
 接受accept
Dear Ms. Ma,
Thank you for your letter to give a discount.
After due consideration, we decide to accept your price. The price should
be CIF Sidney, RMB 120 per pair of No.132, RMB 130 per pair of No.135,
RMB 140 per pair of No.136, all the prices are with 2% discount. The
other terms are not changed( are the same with those in your first offer).
Please send us a signed contract.( We will send you our purchase
confirmation for your signature对于买方就是采购确认书）

Best Regards
接受时为了保险起见，除了确认在还盘中改变
Simon Smith 的交易条件，还需确认不变的交易条件是参照
Purchase Section 哪封信函。或者最保险的是把所有洽谈过的交
DEF Company 易条件重新一一列出。
No.13, ## Street, Sidney, Australia
 Homework
• 小组成员内分工扮演进出口商，进行交易
函电的往来，至少包含建交信、询盘、发
盘、还盘、接受信函各一封。
– 进口商：CC进出口公司，法国
– 出口商：BB进出口公司，中国
– 品类：打火机，货号123
其他交易条件自行磋商。