外　贸　英　语　函　电 Business English Correspondence

外　贸　英　语　函　电Business English Correspondence 主编　项伟峰

Content Structure Job Competency • Learning Goals Job task • Learning Task 1 Job task • Learning Task 2 Exercises • Module Assessment Summary • Module Conclusion

Module Two Establish Business Relations 1 Learning Goals (Job competency) 2 Learning Task 1 3 Learning Task 2 4 Module Assessment 5 Module Conclusion

Learning Goals • Identify trade opportunities and seek clients from different channels; • Write letters asking for establishing business relations; • Write credit inquiry letters to banks; • Write letters about agency application and reply to agency application.

Learning Task 1 Source Information Channels and Establish Business Relations Section 1 Lead in Section 2 Business Compass Section 3 Work Samples and Analysis Section 4 Core Phrases and Sentence Patterns Section 5 Simulation Workshop Section 6 Summary

Lead in • If you visit the website of China Council for the Promotion of International Trade (www.ccpit.org), click the column Trade Opportunities, you will find some of the products fall into your business scope. Now you want to contact the company to express the desire of establishing business relations, how to write the letter?

Sample Letter GUANGZHOU HUAMEI TEXTILES IMP&EXP CO., LTD NO 356 NANHUA ROAD NORTH, GUANGZHOU, CHINA INDUSTRIA OVAL TEXTIL S.A. DE C.V. CAMINO NACIONAL NO. 200 COLONIA INDEPENDENCIA SAN JUAN CUAUTLANCINGO, PUEBLA C.P. 72700 MEXICO Tel: 52-222-1309049-114 Dear Sirs, We learn your name and address from the column on the website of China Council for the Promotion of International Trade that you are in the market for bed-sheets. We have pleasure in introducing ourselves to you as one of the most reputable exporter of textile products in China, having been engaged in this line for over twenty years. We are enclosing herewith a copy of our latest illustrated catalog and price list for your reference, and hope that you would establish business relations with us. We await your early reply with keen interest. Yours faithfully, George George Sales Manager

Source Information Channels • 　directories of various countries and regions; • 　embassies (commercial counselor’s offices), consulates, banks etc.; • 　sales agents abroad; • 　old clients or friends in commercial circles; • 　advertisements in newspapers, TV or magazines; • 　local chamber of commerce; • 　the work of a branch office or representative abroad; • 　business talks; • 　exhibitions, export commodity fairs or mini-fairs.(E.g.: Canton Fair)

Seeking clients on the Internet • A company’s homepage; • E-mails, mail-list, or e-mail group service; • BBS(Bulletin Board System,电子公告板，论坛), discussion board or chat room. • Search Engine: Google • B2B Website: alibaba, global sources, ec21,made-in-china, ebay

Credit inquiry • Capital — the overall financial worth or assets minus outstanding obligations;(资金) • Capacity — the ability to promote its line of business as testified by the scope of thefirm and the volume of business actually done;(经营能力) • Character — the record of the firm honoring or dishonoring contracts and otherobligations;(品德：声誉reputation、信用record、诚实守信honesty and integrity) • Lines of business (the business scope of the firm) being handled.(从事的行业)

Writing skills Writing to prospective clients: • Source of information • Purpose or intention • Nature of your business, business scope and financial status. • Terms of transaction, payment etc. • Polite endings and expectations

More Tips • the first impression matters • follow the standard format • avoid mistakes • reply in full without the least delay

Letter 1 A letter requesting to establish business relations Guangdong Light Industrial Products Co., Ltd 552 Dongfeng Road West Guangzhou, China Feb 26th, 2011 Johnson International Trading Co., Ltd 5523, Lead Street New York, USA Dear Sirs, Your name and address have been recommended to us by a friend of mine in New York as a well-established importer of light industrial products in your country. We have the pleasure of introducing ourselves to you as one of the most reputable exporter of light industrial products in Guangdong Province, having been engaged in this line for over thirty years. We are enclosing a copy of our latest illustrated catalog and price list, and hope that you would enter into business relations with us. We are looking forward to your early reply. Yours faithfully, John Smith John Smith

Letter 1 A letter requesting to establish business relations Comments: • This is a standard letter by an exporter requesting for establishment of business relations. The letter is written in a very good taste, and the language used is clear and concise. The structure is also very clear. Analysis: • Para1. State source information • Para2. Self-introduction details; • Para3. State the purpose of the letter; • Para4. Encourage a prompt reply.

Letter 2 An introduction letter of an exporter Dear Sirs, Through the courtesy of the Chamber of Commerce in Tokyo, Japan, we have learned that you are one of the leading importers of metals and minerals and interested in doing business with us. We have been exporting all kinds of metals and minerals for 30 years and have many customers and friends in over 60 countries and regions. We are enclosing a catalog and a price-list. If any items you enquire for do not appear on the list, please tell us. If you are not interested in the offerings on the list, please be good enough to forward it to some of your friends or a firm, who may be interested in these items. Your early reply will be very greatly appreciated. Yours faithfully, Michael Jackson Michael Jackson

Letter 2 An introduction letter of an exporter Comments: • This is a letter written by an exporter for self-introduction, while wishing to enter into business relations with the importer and making quotation for metals and minerals. Analysis: • Para1. State the source of information and make self-introduction; • Para2. State the exporter’s purposes; • Para3. A further request to the importer; • Para4. Expectation.

勘误 Letter 2 in Page 37: • Notes: 删除(移至Letter 6)：take advantage of 利用增加：through the courtesy of 承蒙.....的介绍

Letter 3 A letter establishing business relations from an importer to an exporter Dear Sirs, We owe your name and address to Bank of China, Lagos Branch, through whom we have learnt that you are exporter of Chinese textiles and cotton piece goods. Textiles are our main imports, but now we are especially interested in importing printed shirting(印花细布) from your country. If you can assure us of workable prices, excellent quality and prompt delivery, we shall be able to deal in these goods on a substantial scale. We would appreciate it if you would send us [by airmail] catalogs, sample books and necessary information regarding printed shirting, so as to acquaint us with the material and workmanship of your supplies. We are looking forward to your early reply. Yours faithfully, Henry Harrison Henry Harrison

勘误 Letter 3 in Page 38: • Notes: Lagos n. 拉各斯(尼日利亚Nigeria的旧都及第一大港) 注：1991年12月尼日利亚从原来的首都拉各斯(Lagos)迁入阿布贾(Abuja)

Letter 3 A letter establishing business relations from an importer to an exporter Comments: • This is a letter written by an importer to exporter, wishing to establish business relations. Analysis: • Para1. State the source of information; • Para2. Make self-introduction for the confidence of the exporter; • Para3. State the main purpose and intention; • Para4. Expectation.

Letter 4 A letter establishing business relations from an exporter to an importer Dear Sirs, Your letter of November 21 addressed to our sister corporation in Shanghai has been passed on to us. As the items fall within our business scope, we shall be pleased to enter into direct business relations with you. We have learned that you are one of the leading importers and wholesalers of electronic products in Thailand. We are exporter of the same lines of business, having a business background of some 20 years, and are now particularly interested in exporting to your country our electronic products. All kinds of our products are good sellers(易于销售的货品，best seller畅销品) and worth recommendation for their excellent quality. If you are interested in marketing these products at your end, please let us know and we shall be pleased to send you our quotations and sample books upon receipt of your specific inquiries. We look forward to your favorable reply. Yours faithfully, J.R. Longfellow J.R. Longfellow

Letter 4 A letter establishing business relations from an exporter to an importer Comments: • This is a letter written by an exporter to importer, wishing to enter into direct business relations. Analysis: • Para1. State the source of information; • Para2. Self- introduction; • Para3. State the purpose and intention • Para4. Expectation.

Letter 5 A Credit Inquiry Letter Dear Sir, Credit information (Confidential) We have received an order from Pacific Electronic Co., Ltd. USA. They have given us your name as reference. We wish to know if they are good for this amount and in every way trustworthy and reliable. We would appreciate it if you would kindly provide information about their financial and business status. Any information provided would be treated strictly confidential. We await your early reply. Yours faithfully, Alan Brown Alan Brown

Letter 5 A Credit Inquiry Letter Comments: • This is a credit inquiry letter to a bank. When writing this kind of letter, the writer should say why he inquiries from this bank, and introduce something about the order, and then inquire about the importer’s credit in very polite way. Besides, the writer should promise to keep what he knows as strictly as confidential. Analysis: • Para1. State the source of information and self-introduction; • Para2. State the purpose and promise to treat the information confidential; • Para3. Expectation.

Letter 6 Favorable reply to a Credit Inquiry Dear Sirs, We are pleased to inform you that the company you mentioned in your letter of July 17, 2011 is a small but well-known company and has enjoyed high reputation that has been in this line in our city for nearly fifty years. We have been doing business with the company for many years and have found that they are very reliable and their financial status is very sound. Although they have not as a rule taken advantage of our cash discounts, they have always paid their account promptly on the net date(due date,net due date确切的付款日期). The credit we often allow has been well above the amount you mentioned in your letter. The above information is given to you for your personal reference only and without any responsibility on our part. Yours faithfully, David Edward David Edward

Letter 6 Favorable reply to a Credit Inquiry Comments: • This is a favorable reply to the credit inquiry of a company. Analysis: • Para1. State the result of credit inquiry; • Para2. Give the favorable suggestion based on the inquiry result; • Para3. Emphasize that the information is given for reference without responsibility;

Core Phrases and Sentence Patterns • 1. Source information信息来源: • owe sth. to sb. ; through the courtesy of sb.; be indebted to sb. for sth.; come to know sth. through…; obtain sth. from sb.; be recommended to sb. by sb.; on the recommendation of sb. learn sth. from/through sb…我们从….处得知……; 通过……我们了解到……

Core Phrases and Sentence Patterns • 2. establish/enter into/set up/ build up business relations (connections) with sb. (与某人)建立业务关系 • 3. Self- introduction of company（line of business, etc.）公司介绍 we are. . ./being…;我们是… ; introduce sb... as…; 介绍…是... ; fall/come/liewithin/into the scope of sb. 属于… 经营范围

Core Phrases and Sentence Patterns • 4. Introduction of products产品说明 high/excellent/fine/superior/good quality 质量上乘; popular受欢迎.; to sb’s taste/liking符合某人的喜好; meet (with) sb.’s satisfaction获得某人的满意; appeal to sb.吸引…; in great/heavy demand 大量需求;

Core Phrases and Sentence Patterns • 5. Credit Status Inquiry资信调查 Enjoy good reputation资信良好; financial/credit standing/status财务状况 treat/regard as strictly confidential 严格保密 refer to sb. 向…查询/办理/寻求帮助

Group Activity: Recite and Interpretation • Step 1 Read aloud the Core Phrases and Sentence Patterns.(In and after class, 5 minutes in class) • Step 2 Memorize and Recite • Setp 3 Interpretation: One student read English and another student translate it into Chinese without looking at the textbook and then Chinese into English; Take turns to interpretate this part.

Simulation Workshop 深圳天力进出口公司是一家国有进出口公司，主要经营各种调味品和食品，包括大蒜，孜然, 花椒,核桃仁，花生, 瓜子仁等产品。产品主要销往东南亚, 中东等国家。最近，天力公司从“环球食品供求杂志”（Universal Foodstuff Supply and Demand）获悉印度尼西亚雅加达食品有限公司正在寻求Cumin的供货商。（雅加达食品有限公司是印度尼西亚一家专门从事干鲜食品和调味品的大批发商，在东南亚市场占有一定的市场份额。）中方：Shenzhen Tianli Imp & Exp Corp. No 358 Hehai Street, Futian District, Shenzhen, China 外方：Jakarta Foodstuff Co., Ltd, Room2580, 25th Floor, International Finance Center, Jakarta, Indonesia 任务: 请就以上提供的业务背景以深圳天力公司销售部业务员的身份给雅加达食品有限公司撰写一封要求建立业务关系的信函。

Notes: • 孜然（cumin ）又名安息茴香、枯茗，维吾尔族称之为“孜然”，来自于中亚、伊朗一带，在我国只产于新疆。它主要用于调味、提取香料等，是烧、烤食品必用的上等佐料，口感风味极为独特，富有油性，气味芳香而浓烈。孜然也是配制咖喱粉的主要原料之一。

Keys Shenzhen Tianli Imp & Exp Corp Hehai Street, Futian District,Shenzhen, China Jakarta Foodstuff Co., Ltd, Room2580, 25th Floor, International Finance Center, Jakarta, Indonesia Dear Sirs: We have learned your name and address from the magazine Universal Foodstuff Supply and demand that you are in the market for Cumin seeds.We have also learned that you are a leading wholesaler specializing in dried food and seasoning and occupying a certain market share in Southeast Asia. We are a state-owned import and export companyspecializing in various kinds of seasoning and foodstuff including garlic, cumin seeds, red pepper, walnut kernel, peanut, shelled pumpkin seeds, etc. We are enclosing our illustrated catalogue and price-list. We hope to enter into business relations with you. Your early reply will be very greatly appreciated. Yours faithfully, (Signature) Sales Representatiove

Summary • Seeking clients rely on various source information channels and mostly on the Internet. • To reduce risks, credit inquiries from banks are essential. It is usually about the target firm’s financial and credit status, business activities, honesty, integrity, etc. • The “first letter” to establish business relations usually includes: • source of information • the purpose or intention writing the letter • introduction of the company and products • Expectation.

Module Two Establish Business Relations 1 Learning Goals (Job competency) 2 Learning Task 1 3 Learning Task 2 4 Module Assessment 5 Module Conclusion

Learning Task 2 Agency Application and Appointment Section 1 Lead in Section 2 Business Compass Section 3 Work Samples and Analysis Section 4 Core Phrases and Sentence Patterns Section 5 Simulation Workshop Section 6 Summary

Lead in Case study 广东南华纺织有限公司(Guangdong Nanhua Textile Co., Ltd)主要经营纺织品，包括服装，鞋袜，帽子，一直有意打开美国市场。2011年11月15日，通过广东省一商会介绍，该公司得知美国洛杉矶的约翰逊公司(Johnson Co., Ltd)有意代理中国的纺织品。南华公司的一名业务员以公司名义给约翰逊公司去函，表达与其建立独家商务代理业务关系的热切愿望。美国客商的具体联络办法是：Mr. Smith, Sales Department, Johnson Co., Ltd, 152. Douala Street, Los Angeles, USA Discuss the following questions: • 1. Why is an agent required in foreign trade? • 2. How to select an agent?

Sample Letter Guangdong Nanhua Textile Co., Ltd Sales Department, Johnson Co., Ltd, 152. Douala St, Los Angeles, USA Dear Mr. Smith, We learn from Guangdong chamber of commerce that you are looking for a reliable company to represent you. We are writing to ask to be your agent. Having had experience in the line of textile products for 20 years, we are familiar with customers’ need and are confident that we could develop a good market in China. Our wide connections in the line should enable us to work up a satisfactory business with you. As to the financial standing or other information concerning us, we refer you to the Bank of Guangdong. We hope to hear favorably from you and know on what terms you would be willing to conclude an agency agreement with us. Yours faithfully, Henry Smith Henry Smith

Business Compass Agents: • local • professional • open up a market • push the sales Two types of agents: • General agent • Sole/exclusive agent

Writing skills Writing letters about agency: • Nature and duration of the agency (e.g. sole agency, agency merely for transmitting orders, agency carrying stock and so on); • Territory to be covered; • Duties of agent and principal; • Method of purchase and sale (e.g. whether the agent is to buy for his own account or “on consignment”).

Letter 1 Look for an agent Dear Sirs, Through the courtesy of our Commercial counselor’s office in your country we have obtained your name and address. They recommended you as an agent for our products at your end. Recently, we have produced a new kind of electric toys and would like to have an agent in your area to sell newly produced products. From your commercial counselor’s office we have learned that your company has a very good reputation and credit on pushing the sales of electric goods. We, therefore, write to approach you to discuss the matter of sole agency. We expect an annual turnover of not less than USD 850,000 and on all order executed. You will be allowed a commission of 5% to be calculated on CIF terms basis.

Letter 1 Look for an agent 　　We would be grateful if you let us know whether you are interested in representing us solely and the volume of business you can do. We feel confident that with your help we are sure to build up a good market in your country very soon. Upon receipt of your affirmative answer, we will prepare a draft agreement and send it to you for your final confirmation without any delay. 　　Yours faithfully, Green Wood 　　Green Wood

外　贸　英　语　函　电 Business English Correspondence