| 中国进口产品推广体系介绍（中英文） |
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| 2008-05-27 09:56 文章来源：国际贸易学会 | | 文章类型：原创 内容分类：新闻 |
中国进口产品推广体系
为落实中国扩大进口的外贸政策，帮助国外优势产品进入中国市场，在商务部外贸司、欧洲司、美大司等有关司局的支持下，中国国际贸易学会联合北京国际品牌管理中心面向全球征集国外优势产品，并编辑出版《中国进口产品采购指南》。
为了系统解决国外产品进入终端市场的问题，北京国际品牌管理中心正在组建由中外政府机构、商协会、按地区组建的由各类专业卖场和代理商参与的产品分销体系、专业商务服务机构和媒体共同参与的中国进口产品推广体系。
一、《中国进口产品采购指南》
《中国进口产品采购指南》征集国别主要为欧美、亚洲、非洲、澳洲的主要国家。征集对象为中小企业。涉及的行业包括新能源、节能环保、生物制药、信息技术、机械制造、农业及食品加工、日用品等。
《中国进口产品采购指南》采用纸质版和电子光盘版两种形式。内容由序册和行业分册构成，序册包括我国进口法规介绍、各国商务指南、各国或地区的优势产业介绍等；行业分册包括有关行业发展需求、方向，各国或地区企业的新技术、新产品以及企业介绍等内容。
二、 推广体系的组成：
在中外政府机构，包括商务部有关司局、驻外使（领）馆和国外驻华使馆的支持下，北京国际品牌管理中心与国外专业商协会建立长期招商合作机制，长期开展国外优势产品的征集工作。
由国内各专业商协会、各类专业及公众媒体参与的宣传推广服务联盟，开展面向国内市场终端用户、代理商的宣传、推介工作，提高国内市场的品牌认知度。
由各专业终端卖场，按照国外产品品牌要求培训并推荐的合格代理商，以及金融、保险、物流、法律、财务和营销等国际著名企业、专业机构共同参与的分销体系，提供符合国外产品、品牌要求和国内市场需求的分销渠道。
三、 中国进口产品推广体系的运行方式
第一阶段，征集、报名与评估
在商务部驻外经商参处、各国驻华使馆、国外专业商协会的帮助下，常年面向全球征集企业及其优势产品。对于报名企业，将综合考虑进口鼓励政策和市场竞争力，由专家评估和筛选，确定纳入全国推广体系的企业与品牌。
在此阶段，企业通过项目网站填写并提交报名表，经过不超过一个月的评估阶段，通过评估的企业将收到通知，并须按通知按要求提供品牌及产品的详细信息，授权中方在华寻找代理商。
第二阶段：全国推广，培训并推荐合格代理商
纳入全国推广体系的企业及其产品，将由我方提供经费，编入《中国进口产品采购指南》以及宣传网站的产品数据库，在中国各行业协会、商会的支持下，分国别、分行业在全国组织面向终端用户和潜在代理商的推广活动，并根据各企业的要求，培训、筛选合格的代理商。
在此阶段，企业将建立与中国代理商的合作关系。
上述两个阶段将在约180天内完成（需要中国有关政府部门审批的产品，如食品、药品、医疗器械等可能需要更长的时间）。
第三阶段：进入分销渠道并享受相关服务
企业的代理商及其分销商将进入各大区分销中心，在法律、金融、物流、保险、营销等专业机构组建的产品推广、分销服务体系的协助下，直接面向终端用户推广企业品牌、销售产品。
计划在2009年底前建立辐射各大区的分销中心，包括：
工业品类产品：东北地区：大连；华北地区：天津；长三角地区：上海；华南地区：广州；华中地区：武汉；西北地区：西安；西南地区：成都。在此基础上，向二、三级城市扩展。
消费品类产品：将首先在长三角地区建立上海分销中心，辐射南京、无锡、苏州和杭州等13个城市，形成完整的分销与零售体系，在此基础上逐步扩展至中国其他地区。
China Import Products Promotion System
In order to implement the national policy of promoting import and effectively foster the entry of competitive foreign products into Chinese market，with the support of Department of Foreign Trade, Department of European Affairs and Department of American and Oceanian Affairs of the Ministry of Commerce of the P. R. China, China Association of International Trade is working with Beijing International Brand Management Center to solicit competitive products throughout the world, and compile them into the China Import Products Purchase Guide.
With the purpose of systematically tackling the difficulties that foreign products may encounter in the process of entering into the terminal market of China, Beijing International Brand Management Center is joining with government agencies, chambers and associations of various industries, distribution systems made up by agents and marketplaces, providers of commercial services, and medias to co-establish a promotion system.
I.China Import Products Purchase Guide
The target enterprises for the solicitation of China Import Products Promotion Guide are mainly SMEs of major countries of Europe, America, Asia, Africa and Oceania. The target industries include new energy, energy saving, environmental protection, biomedical, information technology, machinery, processing of food and agricultural products, consumer commodities, etc.
China Import Products Promotion Guide will be made in paper edition as well as in CD edition. The Guide is constituted by the introductory volume and volumes of each industry. The introductory volume includes the introduction of Chinese law and regulations on import, business guide of various countries, introduction of competitive industries of various countries and regions, etc. The volume of a certain industry contains the development trend of the very industry and the introduction of the enterprises of this industry of various countries and regions, including their new technology and new products, etc.
II.Composition of the Promotion System
With the help of government agencies of both the P. R. China and foreign countries, including Ministry of Commerce of the P. R. China, Chinese Embassies or Consulates in foreign countries, as well as the embassies of foreign countries stationed in the P. R. China, long-term cooperative relationship is to be established between professional business chambers and associations of foreign countries and Beijing International Brand Management Center to ensure the continuous introduction of competitive foreign products into China.
Within the promotion system, a promotion service alliance, which is made up by business chambers and associations, as well as professional and public medias in China, is to be set up to conduct nationwide promotion activities among the end users and agents, so as to enhance the brand awareness of these products.
In addition to promotion services, a distribution network is established to provide distribution channels that meet the requirement of foreign brands and the demand of Chinese market. The distribution network is constituted by terminal marketplaces, and trained agents of various industries, as well as providers of commercial services including finance, insurance, logistics, law, accounting and marketing, etc.
Ⅲ. Execution Mode of the Promotion System
Phase 1: Registration and evaluation
With the assistances of overseas economic and commercial counselor’s offices of the Ministry of Commerce of the P. R. China, embassies of foreign countries in China and business associations of foreign countries, we calls for competitive enterprises and products on a global scale throughout the year.
The applying enterprises will be evaluated and selected by experts according to our national policy of import and competitiveness of these enterprises, before they are brought into the nation-wide promotion system.
In this phase, all applying enterprises should submit the registration form through the registration website. Enterprises that survive the evaluation (which lasts no longer than a month) will be informed, and asked to provide detailed information of their brands and products as per our requests and entrust Beijing International Brand Management Center to seek agents in the P. R. China.
Phase 2: Nation-wide promotion & training of qualified agents
Enterprises and products that are brought into the nation-wide promotion system will be compiled into The Import Products Purchase Guide and the products database of our promotion website, aiming at providing related information about foreign enterprises and products to potential Chinese agents and end users.
With the support of association and chambers of specific industries in China, these enterprises and products, after being sorted into different groups of nationalities or of industries, will be popularized nationwide among the end users and the potential agents. Meanwhile, the selected and trained agents will be recommended to the enterprises, and cooperative relationship will be established between relevant parties.
The expenses of above mentioned work are for our account.
The above-mentioned two phases are to be completed within about 180 days (for products that need to be examined and approved by related government agencies, e.g. food, drug, medical instruments, etc, it may take longer.). In case that a foreign enterprise does not succeed in finding an agent during this phase, a trusteeship could be applied for, which means its products or brands will be directly managed by Beijing International Brand Management Center and be promoted and sold among the end users.
Phase 3: Distribution and Supervision
The agents will enter into the distribution centers and popularize the brands and products directly among the end users, with the assistance of professional commercial services of law, finance, logistics, insurance, etc provide by the Promotion System.
Meanwhile, In case of the risks that would rise during the commercial intercourses, the cooperation between foreign enterprises and their Chinese agents will be kept on file, and the business activities of these agents will be under the supervision of the Promotion System.
The distribution centers to be established by the end of 2009 are as follows:
For industrial products, distribution centers will be established in following cities to cover each area:
Northeast China: Dalian
North China: Tianjin
Yangtze River Delta: Shanghai
South China: Guangzhou
Central China: Wuhan
Northwest China: Xi’an
Southwest China: Chengdu
On this basis, industrial products retailing centers could gradually be built in other cities, depending on market demand of each area.
For consumer products, Shanghai Distribution Center will be set up first, which will cover 13 other cities of Yangtze River Delta, such as Nanjing, Wuxi, Suzhou and Hangzhou, etc, so that an integrated network of distribution and retailing will be established within the area before it expands to the rest part of China.
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