2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 1 Establishing Business Relations 建立业务关系

Why?  The main purpose of business communication is to establish business relations or maintaining goodwill.  When a company wants to conclude a business with a foreign company, it must firstly establish business relation.  It is the first step for a company to establish good business relationships so as to open up its business, because all businesses happen after establishing business relationships. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 2

 So, either for a newly established firm or an existing one that wants to enlarge its business scope and turnover, establishing good relationships with prospective clients is one of the main measures.  Both importers and exporters may benefit from favorable business relations. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 3

How to obtain potential business partner’s Information  Banks;  Trade directories of importers and exporters;  Chambers of commerce both at home and abroad;  Commercial counselor’s office;  Advertisements;  Exhibitions and trade fairs;  Market investigations ; 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 4

 Enquires received from foreign merchants;  Self-introduction or introduction from his business connections;  A branch office or representative abroad;  The internet; 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 5

Information you need to know about your potential partner  Business policies and customs;  Political and economic stability;  Diplomatic relationship;  Culture;  Geographic conditions;  Natural environment. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 6

Structure of a start letter Source of information We learned from the commercial counselor’s office of our embassy in your country that you are interested in Chinese handicraft. Through the courtesy of Mr.Smith, we have your name as a firm in the line of canned goods. Mr. Smith informs us that Purpose of writing In order to expand our products into south America, we are writing to you to seek cooperation possibilities. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 7

Company profile We are a leading company with many years’ experience in machinery export business. We specialize in North America trade, but we had no contact with your country. We write to introduce ourselves as exporters engaging in exportation of canned goods. Product introduction We have a good variety of colors and sizes to meet your different needs. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 8

An end We are looking forward to your specific inquiries. Hoping that this letter will be a forerunner to many years of profitable business to both parties. If you are interested in establishing business relations with us in this line, please let us know your specific requirements. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 9

2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 10 Sample letter Dear Sir, We owe your name and address to the Commercial Counselor’s office of Australian Embassy in Shanghai who have informed us that you are in the market for agricultural product. We are an individual-owned enterprise, handling export of agricultural product. We wish to establish trade relationship with you by the commencement of some practical transactions. In order to acquaint you with our agricultural products available now for export, we enclose a catalogue and a price list for your reference. Should any of the items be of interest to you, please let us know. We shall be glad to give you our lowest quotations upon receipt of your detailed requirements. We look forward to receiving from your specific enquiries. Yours faithfully, CHINA AGRICULTURAL PRODUCT EXPORT CORPORATION XUZHOU BRANCH (signature) Bruce Wang, Director,

2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 11 Erie Confectionery and Bakery Limited 339 Madison Avenue ， Copenhagen Denmark China National Native Produce & Animal By-products Import & Export Corporation 82 Tung An Men Street Beijing ， China Dear Sirs ， This is to introduce ourselves as confectioners and bakers having many years experience in this particular line of business. Our firm ， located at the east end of Copenhagen ， was established nearly half a century ago and has extensive connections with food stores in the cities and towns. We need a regular supply of Bitter Apricot Kernels for cakes and candies. Up to now ， we have been buying from the commission houses ， who used to send us quotations regularly. There have been of late ， frequent fluctuations of price and an unreliability in the matter of supply. It is in an attempt to alleviate this situation that we are seeking to establish a direct connection with your corporation ， for we prefer Chinese Apricot Kernels above all for their fine quality and special flavour. We take the liberty of writing to you with a view to establishing business relations with you and meanwhile asking you to make us an offer at a competitive price for 50 metric tons of bitter apricot kernels ， September shipment ， together with your trade terms and conditions. For your information, we are also interested in other kinds of Chinese nuts in large quantities and shall send you specific enquiries later on.

As to our financial standing ， we wish to refer you to our bank ， Jardine Matheson Bank ， 57 Waterloo Street Copenhagen ， who we feel sure will be glad to furnish you with any information that you may require. In case you need more information about our business status ， we shall be only too glad to answer your inquires at any time. Yours faithfully ， 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 12

2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 13 How to reply  The beginning Thank you for your letter of Sep. 6 expressing the hope of entering into business with us.  express your attitude It is a pleasure to send you the information you requested regarding our cars. In compliance with your request, we are airmailing to you, under separate cover, a sample for your reference.  the end

2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 14 Sample Letters

Dear Mr. Bruce Wang, Thank you for your letter of September 6, 2010 from which we learn that you are doing the business of agricultural product. We shall be glad to establish business relations with you. We are interested in buying variable beans. We would like you to send us details of your beans, including colors and prices, and also samples of the different colors. We look forward to a productive trade and the opportunity to work together with you in the future. We await your early reply. Yours faithfully, (Signature) Amy Harry 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 15

Dear Mr. Bruce Wang, Thank you for your letter of September 6, 2010 showing you interest in doing business with us. We really appreciate your interest. However, we very much regret that we are not in a position to establish business relations with you at present. We currently have another company as our agricultural products supplier in Suzhou. According to the contract conditions, we are banned from importing agricultural products from other companies. As this is not an appropriate time to cooperate with your company, we would like to wait. But we will keep your letter on file and will get in touch with you when this contract expires. We really hope that we have the chance to cooperate in the near future. Yours faithfully, (Signature) Amy Harry 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 16

China National Native Produce & Animal By-products Import and Export Corporation 82 Tung An Men Street Beijing ， China Erie Confectionery and Bakery ， Ltd. 339 Madison Avenue Copenhagen ， Denmark Dear Sirs ， Bitter Apricot Kernels ， FAQ 2009 Crop We have just received your letter of July 5th ， contents of which have had our careful attention. It is gratifying to note that in the process of making cakes and candies your factory has made comparison between our Bitter Apricot Kernels and those of other origin. We have reason to presume that ours are of fine quality. Meanwhile we appreciate your good intention to establish direct business connection with us ， which happens to be our mutual desire. Therefore you may rest assured of our close cooperation in developing trade between us to our mutual benefit. Presumably ， you agree to the usual practice of making payment by irrevocable letter of credit for our exports. If you have suggestions to the contrary ， please let us know your concrete proposal ， which will have our best consideration. We are enclosing a blank form of our sales contract for your perusal ， and if you find any stipulations therein disagreeable please advise us in due time. We look forward to your early reply with much interest. Yours faithfully ， 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 17

Useful Expressions  line of business or business scope 经营范围，如： We regret to inform you that the export of leather shoes is not our line of business. As confectionery is our line of business ， we would like to make an inquiry for sugar. . With a view to... 为了 …… 目的 ( 后跟动名词比较恰当 ) With a view to promoting trade and friendship ， we are sending you an offer on Fresh Apples. With a view to clarifying the pending problems( 澄清悬而未决的问题 )between our two parties ， we have asked Mr.Zhang from our Commercial Counsellor’s Office in London to discuss them with you.  to be interested 发生兴趣 ( 在外贸函电中，这短语表示有购买之意 ) We are interested in Chinese shoes. We are interested in buying Chinese shoes. We are interested to buy Chinese shoes of different sizes and designs for prompt shipment. 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 18

Useful Expressions  may rest assured of(that)... 请 ( 你 ) 放心； assure 保证 You may rest assured of our close cooperation(our best attention)at all times. You may rest assured that we shall always give you full cooperation. You may be assured( 你们可以放心 )of our regular supply of walnuts. We assure you( 我们向你方保证 )of our close cooperation. We are fully assured( 我们深信 )of your success.  be agreeable to 同意。 agree(to ， with ， on or upon)v. We are agreeable to your trade terms. Your trade terms are agreeable to us. We are agreeable to do what you suggest. (we agree to do...) 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 19

Useful Expressions  5. to the contrary 相反的，相矛盾的 We know nothing to the contrary about the soybean market. When you find anything to the contrary in the letter of credit, please cable us so that we can make amendment accordingly 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 20

Useful Expressions  1. Through the courtesy of …… we learn that you are one of the leading importers of ……in your country and wish to enter into business relations with us. 由于 …… 的好意，我方获悉贵方是贵国 …… 最大的进口商之一，欲与 贵方建立贸易关系。  2. We owe your name and address to the Chamber of Commerce in your country, through who we learned that you are in the market for silk product. 承蒙贵国商会的介绍，我们得知贵公司想要购买丝绸制品。  3. We got the information from our sales manager that you have the desire to cooperate with our firm in marketing our silk products. 从我方销售经理处得知，贵方愿与我公司合作销售我们的丝织产品。 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 21

Useful Expressions  4. We are willing to enter into business relations with you on the basis of equality, mutual benefit and exchanging needed goods. 我方愿与贵方在平等互利、互通有无的基础上建立业务关系。  5. We are glad to send you this letter, hoping that it will be the prelude to our friendly business cooperation in the coming years. 我们欣然寄发这封信，希望这会成为未来几年里我们友好商务合作的 前奏。  6. We are one of the largest ……importers in our country and have handled various kinds of the products for about……years. 我方是我们国内 …… 最大的进口商之一，已经营各类产品达 …… 年。  7 ． Our corporation is a group enterprise integrating scientific research, business, production and service. As a joint venture, our corporation has won a prominent position in the field of agricultural products in China. 我公司是一家集科学研究、商贸、生产和服务于一体的企业集团。作 为一家合资企业，公司已经在中国农产品领域赢得显著地位。 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 22

Useful Expressions  8. We take the liberty of writing to you with a view to building up business relations with your firm. 我们冒昧通信，以期与你公司建立业务关系。  9 ． We have the pleasure of introducing ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension. 我们有幸自荐，盼望能有机会与你们合作，扩大业务。  10. We are looking forward to your early reply. 期盼贵方早日回复。  11. Your early reply will be highly appreciated. 如能早日回复，我方将不胜感激。  12. Awaiting your favorable reply. 期盼佳音。 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 23

Exercise  我们对从你方进口 “ 海尔 ” 牌电冰箱很感兴趣，请 给我们寄些目录单。  发展我们之间的业务对双方都有利。  兹写信介绍我们是保健茶的出口商，在该行业已 经有 30 多年的经验。  我们从中国国际贸易促进委员会 CCPIT 得悉，你 们拟购买中国棉布。  中国银行向我们介绍贵公司是有希望的电子产品 买主。由于我们经营该商品，我们很乐意与你方 建立直接的贸易关系。 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 24

Exercise  假设你是上海大宇纺织品进出口公司（ SHANGHAI DAYU TEXTILES I/E CORP. ）的一名业务员， 2004 年 3 月 2 日给对方写信，详情如下： 2004 年 2 月你从广交会上认识英国人 smith 先生，得知他是 Far-Eastern Textile Company 的业务员，该公司正是台布的大买 户。而你们公司则主要经营纺织品，主要市场也是欧美地区。现 写信向对方介绍你们公司的产品（内容可以自由发挥），并附上 本公司最新的产品目录。希望与其建立业务联系。 对方地址： Far-eastern Textile Company 910 Queen Victoris Street London,E.c. 4 England 2015年10月15日 2015年10月15日 2015年10月15日 外贸英语函电 25