goeurope通往欧洲

1、1,Go Europe 通往欧洲！,Hangzhou,2,Europe is different 欧洲的不同之处 The opportunity at a glance 商机一览 Success factors for sales in Europe 打入欧洲市场的成功因素 Optimal location for an engagement in Europe 切入欧洲市场的最佳地点 First steps to setup sales channels in Europe 构建欧洲销售渠道的第一步 Implementation of local entity in Europe 创建欧洲当

2、地经济实体 Identification of partners or human resources in Europe 寻找在欧洲的合作伙伴或人力资源 Order processing of delivery business to Europe 产品销往欧洲的操作流程 Tariffs and others barriers for ex-EU suppliers 针对非欧盟供应商的关税及其他贸易壁垒 What Cisema can offer 凯思公司可以提供什么 We are strategic partner of HSTA 凯思公司是杭州科学与技术协会的战略合作伙伴,Go Euro

3、pe 通往欧洲,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: 美国和欧洲并不相同！在美国取得商业成功，并不意味着在欧洲也将同样容易。 Bureaucracy 政府机构 Currency 货币 Languages 语言 Employment 职业 Educatio

4、n 教育 Work time 工作时间 Tax 税收 Social security systems 社会保障制度 Role of unions 工会的作用 Sports 运动 Food 食品 Business is local. It is impossible to copy success from one to another rim. 商业具有较强的地方性。我们不能简单地将一个地方的成功复制到另一个地方。,Europe is different 欧洲的不同之处,4,European cultural dimensions 欧洲的文化深度,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. 尽管商业运营已经走向国际化，但是我们不能忽视，各自文化的特点仍旧强烈影响着欧洲和中国商人的思维方式和行动。 These different ways of doing business can be attributed to differences in the historical and cultural dev

6、elopment of both Europe and China. 这些经商方式的不同，可以归因于欧洲和中国之间历史文化发展轨迹的不同。 Marketers should take into consideration the culture of each market and position their products in an appropriate manner. 营销人员应该考虑到每个市场的文化背景，并采用适当的方式定位其产品。 There are differences in perception with regard to products (and perhaps e

7、ven brands) on need, usage and importance: 在需求、使用及价值方面，不同国家对产品（甚至品牌）有着不同的理解： in the UK, tea, raincoats and golf; 在英国，茶、雨衣和高尔夫； in Germany beer, cars and philosophers like Karl Marx; 在德国，啤酒、汽车和哲学家（如卡尔马克思）； in Italy pizza, opera and shoes; 在意大利，比萨饼，歌剧和鞋子； in France perfume, cheese and champagne; 在法国，香

8、水，奶酪和香槟酒； In most European countries, such as Germany, Austria, France and Belgium, using courtesy titles and last names is the norm. 在大部分欧洲国家，如德国，奥地利，法国和比利时，使用礼貌性的称谓和姓氏是一项基本规范。 In the UK and in the Netherlands it is not unusual to act on a first-name basis after the first introduction. 在英国和荷兰，初次见面时

9、，直呼对方的名字是相当正常的。,5,Europe vs China 欧洲与中国之比较,6,46 countries - 27 members of EU 46个国家其中有27个欧盟成员国 10,5 Million square Kilometers 欧盟疆域面积1050万平方米 680 Million people (third largest population, after China and India) 6.8亿人口（仅次于中国和印度，列世界第三） number of people in working age: 67.2% 工作适龄人口占总人口的67.2% labor force:

10、 services: 67%, industry: 29%, agriculture: 4%: 劳动力资源：服务业， 67%；工业， 29%；农业，4%： life expectancy: 78.3 years 平均寿命：78.3岁 EU 27 GDP in 2006: 12,046 Billion Euro (USA: 10,955 and Japan: 3,543) 欧盟27个成员国 2006年的GDP（国民生产总值）： 120460亿 欧元 (美国：109550亿 和日本：3543亿) growth rate of the GDP: 2.4% GDP增长速度： 2.4% transpor

11、tation infrastructure: 222,293 km railways; 4,634,810 km highways; 53,512 km waterways; large number of important airports 交通基础设施： 222,293 km铁路、4,634,810 km 高速公路、53,512 km 河道以及众多重要机场 - stability and prosperity 繁荣与稳定 - standard of living 生活水平 - largest and most important trading group 最大而且最重要的贸易群体,Th

12、e opportunity at a glance 商机一览,7,The EU welcomes China 欧洲欢迎中国,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，中国是亚洲地区最重要的发展中心。中国近20年的快速发展，对中

13、欧贸易及其经济关系的发展，都具有重大推动意义。 China and the EU are two of the biggest markets in the world. They have everything to gain by deepening their commercial ties. 中国和欧洲是世界上两个最大的市场。随着双方贸易关系的加深，中欧实现了“双赢“的局面。 Today China is already a crucial economic partner for the EU. 目前，中国已成为欧洲至关重要的经济伙伴。 In 2004 the EU became C

14、hinas largest trading partner! 2004年，欧洲成为中国最大的贸易伙伴！ A forward-looking policy of engagement with China is crucial for the EU. 针对与中国的贸易合作，欧洲极需一个具有长远利益的政策体系。 Conclusion: International trade can be advanced by mutual trade and investment flows. 总结： 中国和欧洲的双边贸易和投资潮流，将推动双方国际贸易的发展！,source: German Bank 417 e

15、nterprises from Asia in Germany,8,Global competition for investment and exports 投资与出口的全球竞争,Source: Financial Times,1) wages, taxes, duties, utility cost 工资、税收、关税、有效成本 2) available resources * applicants; European Monetary Union (EMU),Germany is 德国是 the larges economy in Europe and the EU 欧盟和欧洲最强的经济大

16、国 the largest trading partner of China in Europe and the EU 中国在欧盟和欧洲最大的贸易伙伴 the geographic center of Europe and the EU 欧盟和欧洲的地理中心 Conclusion: 要点： 7,000 Chinese enterprises invested in 2004 across the globe and 600 of them in Germany 中国在全世界投资的7000多家中，有600多家在德国,Optimal location for an engagement in Eu

17、rope according to general figures 切入欧洲市场的最佳地点 参看下图,13,First steps to setup sales channels in Europe 构建欧洲销售渠道的第一步,Delivery contract between Chinese supplier and European customer 中国供应商与欧洲客户之间的供货合同,Local trading partner in Europe 欧洲当地贸易合作伙伴,Outsourcing in Europe 欧洲市场采购,Company in Europe 欧洲分公司,Trading

18、branch office in Europe 欧洲贸易办事处,Factoring and taxing in China 中国的税收及其它因素,Factoring and taxing in Europe 欧洲的税收及其它因素,low degree of localization high 低 地方化程度 高,low risk / invest high 低 风险/投资 高,Representative office in Europe 欧洲代表处,Agent in Europe (Commission business) 欧洲代理商,14,Identification and verifi

19、cation of partners or human resources in Europe 寻找和验证在欧洲的合作伙伴或人力资源,In Europe 欧洲 Business Tours organized by government or associations 由政府和协会组织的商务考察 Contact on trade or HR fairs 关于贸易或人力资源事务的接洽 Adds in news papers / magazines / internet 报纸/杂志/网络 In China 中国 News papers / magazines / internet 报纸/杂志/网络

20、 Contact on trade Fairs 贸易洽谈 Delegations from Europe 欧洲代表团 Verification of company and personal data 验证个人和公司的相关信息或数据 Banks 银行 Information services e.g. Creditreform, Schufa 信息服务，比如Creditreform, Schufa公司（该公司提供个人或公司的信用等级） References 参考信息 Trade register 商业登记,15,Business trips to Europe and direct conta

21、ct to customers on trade fairs in Europe 欧洲商务考察及在商品交易会中与欧洲客户的直接洽谈。 - Offers 报价 - Samples 样品 Delivery contract 供货合同 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. 德国商务信息图书馆是AUMA的一个核心服

22、务机构，它为商品交易会和代表会议，提供最为理想的“办公桌式研究”机会。 注：“办公桌式研究” 即为通过网络、报纸等方式获取信息，而不用到调查现场 Here information and media on the German trade fair industry are collected and made available for evaluation by interested parties.在此，我们收集了关于德国商品交易会的信息和媒体，并通过了有关部门的评估。 The Trade Fair Library which has existed since 1997, is ope

23、n to all as reference library. 德国商务信息图书馆成立于1997年，作为参考书阅览室，对所有公众开放。 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. 从2002年6月开始，我们可以在线实施调查，由此可以在访问德国商务信息图书馆之前，做更充分的准备。,Trade Fairs

24、in Europe 欧洲商品交易会,16,Selling and distributing Chinese products in Europe requires the necessary coordination, time and know-how. 将中国的产品销往欧洲市场，需要一定的协调，时间和专门知识。 Finally the sales, marketing and communication of products in the European market is directly determining the business results. 在欧洲市场的销售、行销和关

25、于产品信息的交流，直接决定了最终的经营成果。 A reliable sales base in Europe is therefore of vital importance for your company. There are basically three options: 因此，对贵公司来说，一个可靠的欧洲销售机构，极为重要！ (1) Frame contracts with reliable dealers or license partners e.g. sales representatives, agents or franchisee partners 与可靠的经销商（如商品

26、销售代表，代理商或总经销商）或许可经营伙伴的合同 (2) Sell, market and distribute products effectively by an own sales base 通过自己的销售机构，有效地销售、行销、分配您的产品 (3) or do you prefer a joint venture? 或者是你选择合资的形式？ It depends on your feasibility study. 这取决于你的可行性分析,Market Entry to Europe 欧洲市场进入,17,One of the main criteria for a good distr

27、ibution partner is its knowledge of the local market. 一项评判分销商好坏的主要指标是其对当地市场了解的多少。 Regional, national or international, a distribution company must have a strong affinity with your European target market. 不管是地区性的，国家性的，还是国际性的，一个分销商必须密切关注欧洲目标市场。 Consequently, the true worth of a distributor lies in its

28、 experience with existing and potential clients. 因此，分销商的真正价值在于其所具有的现有的和潜在的客户群。 A European distributor may have a regional, a national or a pan-European market potential. Each of these levels has its pros and cons. 欧洲分销商的级别可以是地区级、国家级 或整个欧洲范围的。每个级别都具有自身的优势与不足。 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. 地区分销商的影响力要远小于国家或全球范围的分销商，所以可能没有足够的市场潜能来销售您的产品。 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，相比较国家和全球范围的分销商，这些地区分销商通常能够更准确的了解当地的市场需求。 Conclusion: 结论： 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. 选择欧洲范围的分销商，并不一定是最好的。拥有

31、一批分布在欧洲各地区的分销商，可能更为有利。,Main requirements for distribution partner 分销商的主要要求,18,First of all, you need to do a feasibility study: 首先，您得做一个可行性分析： Is there an existing or a potential market for your products? 您的产品拥有现有市场或是潜在市场？ Will there be enough market demand to sell your products? 您的产品是否具有足够大的市场？ Wha

32、t are the transport and logistic resources available to you? 您可用的运输和物流资源如何？ And how do you maximize your return on investment? 如何让您的投资回报最大化？ This study should be made for the present and the future of your European sales program. 此项研究的对象是当前和未来的欧洲销售计划。 Secondly, you need to check if your chosen brand

33、 name is already protected by law in Europe. 其次，你需要核实一下，你所选择的分公司名称是否已经被其他公司注册。 Thirdly, you need to decide on an ideal location for your sales base. 第三，你需要为你的销售机构选找到一个理想的地点。 In that respect, regional real estate prices, social security regulations, financial regulations, the traffic network, will al

34、l play a key role. 那种情形下，地区的实际不动产价格、社会保险制度、金融制和网络交通等，将扮演重要角色。,Sell, market and distribute products effectively by an own sales base 通过自己的销售机构，更有效地销售、行销和分配产品,19,Checklist: 核对 Register company name and trade marks 注册公司的名称和商标 Open a bank account (registered capital) 开立一个银行帐户 （注册资金） Find a tax and legal

35、 advisor (prepare company articles) 寻找一个税收和法律顾问（准备公司章程） Company registration by notary 公司注册公正 Business license from the local government 从地方政府那拿到营业执照 More or less automatically: 一般自动地成为： Member of the chamber of commerce (IHK) 商会会员 Member of the professional association (Berufsgenossenschaft) 专业组织的会

36、员,Implementation of local entity in Europe 构建欧洲当地经济实体,20,Different communication style 不同的交流风格 In Europe communication means mainly exchange of information. 在欧洲，交流主要是交换信息 In China communication means harmony, influence etc. 在中国，交流意味着协调，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，欧洲和中国的谈话进展过程也完全不同：,Europe 欧洲 1. Key statement 关键陈述 2. Reasons 理由 3. Add on information 添加信息,China 中国 1. Small talk 闲聊 2. Details 细节 3. Key statement 关键陈述,Negotiations in Europe and China 欧洲和中国的谈判方式,21,The following items shoul

38、d be defined in contract : 在合同中需要定义以下条款: Payment conditions 付款条件 INCOTERMS 国际商业术语 Packing 包装 Transportation 运输方式 Insurance 保险 Liabilities 责任 Deadlines and penalties 交货期及罚款,Cancellation 取消 Tax and customs 税收和关税 Written form 书面形式 Salvadorian clause 萨尔瓦多条款 Language (one!) 语言（一种！） Arbitration clause (CI

39、ETAC) 仲裁条款 Selected law (UN trade law) 适用法律,United Nations Commission on International Trade Law is advantageous for Seller! 联合国国际贸易法律委员会保护销售商的合法权益。,Delivery business 供货,CLIETAC is abbreviation of China International Economic and Trade Arbitration Commission CLIETAC是中国国际经济贸易仲裁委员会的英文缩写。,22,INCOTERMS

40、2000,23,Tariffs and others barriers for ex-EU suppliers 针对非盟洲供应商的关税及其他贸易壁垒,The European customs union was one of the earliest milestones of the EU. 欧洲关税联盟是欧盟发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. 欧盟废除了关税：除了不定期的毒品和非法移民检查，所有的国家内部控制随之消失。 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. 欧盟创建了一个自由贸易区，在该贸易区内，无论货物是在欧盟内部制造的，还是从联盟外部进口的，都将自由流通。也就意味着，在缴纳了进入欧盟的税收之后，货物从一个欧盟成员国转移至另一个成员国，无须进一步缴纳关税。 The EU installed a uniform taxing system for imports ensuring that all products entering are submitted to an equal customs

43、 duty. 针对进口货物，欧盟建立了一套统一的税收制度，从而保证对所有进入欧盟的商品，征缴同比关税。 TARIC is the acronym for the Integrated Tariff of the European Communities. TARIC是Integrated Tariff of the European Communities（欧洲共同市场综合关税）的简称。 The customs policy is not static: the EU is constantly evaluating the working of the policy and the impo

44、rt tariffs! 关税政策不是一成不变的：欧盟会定期地评估该政策和关税制度的具体实施。,24,Tariff suspension and relief 关税暂停征收和减免,Suspensions can only be granted temporarily and for specific economic reasons: 关税暂停征收是暂时的，而且只有在特殊经济原因时实行： Raw materials, semi-finished goods or components that are not available within the European Union 欧盟缺少的原材

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 用为最终产品的部件或组装工艺增值相当高的情况下提供 Materials to be used in the production process provided that they are necessary for the manufacture of a pro

46、duct 生产过程中用到的物料 在制造产品需要时提供 Relief is applied to products that are not directly intended for sale or production: 关税减免是针对那些不直接用于销售或生产的产品： Capital goods and other equipment belonging to a firm definitively ending its activities in a third country and moving to the EU 在第三国结束其活动后进入欧盟，且明显从属于一个公司的资本货物和其他机器

47、 Small consignments of a non-commercial nature sent by private persons in third countries to private persons in the EU 非商业性质的小批量发货，由第三国的个人发送给欧盟的个人 Goods imported for trade promotion, examination, analysis or testing in the EU 用作贸易促进、检验、分析或测试的货物 Reference substances for controlling the quality of med

48、icines 用作控制药品质量的参照物质 Educational, scientific and cultural materials, provided they are not imported for commercial purposes 非商业用途的教育、科技和文化材料，,25,Preferential rates and general agreements with China 特惠比率和一般协议,The EU uses a Generalized System of Preferences (GSP) for different trade partners. 对不同的国家，欧

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. 普惠制通过降低或免除税收，让发展中国家进口到合格产品，促进其发展。 With a share of more than 30% of all preferential imports, China is one of the main beneficiaries of this GSP scheme. 中国是普惠制的主要受益者之一，她

50、享受到了高于30%的特惠产品。 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，部分中国产品从GSP清单中撤除，比如纺织产品、肉质产品、橡塑产品、纸、光学产品、时钟以及机电产品。 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，普惠制还有一项奖励税制，它用来鼓励那些因遵循一定欧洲标准而从普惠制中获益的国家。 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. 欧盟已经与中国政府达成了海关协定。该协定用于抵制商业欺诈和伪造。 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. 该协定将加强压制伪造产品非法市场的增长冒牌和盗版产品（未支付知识产权费）。,26,Import limitations and Emergency controls 进口限制和紧急措施,All imported goods can be investigated by the EU. 所有进口的产品都有可能被欧盟调查。 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. 调查的目的在于确定调查对象是否会严重损害欧盟制造商（竞争对手）的利益。 The following aspects are checked through out the investigation: 调查包括以下项目： The volume of the imported products 进口产品的数量 The price of the imported products 进口产品的价格 The consequent impac

55、t on producers within the EU 对同类产品的欧洲制造商的冲击 Other factors possibly causing injury to the concerned producers 可能损害欧盟相关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. 如果调查结果显示，该产品对欧洲市场构成巨大威胁，欧盟将实行保护措施。 The duration of these measures may in principle not exceed four years. 原则上，这些保护措施的单次延续时间不得超过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