出口”的出路丨上直播、转内销……打满全场”的外贸企业如何突围？
本周二（6月30日），这一天过完，也就意味着2024年的上半年翻页了。这半年，从个体到国家，从小社会到大世界，都被突如其来的疫情，强烈地冲击着，破坏着。企业订单锐减，仓库积压严重，资金链断裂，工人没活干，这不是几个企业的问题，而是普遍的现象。为了稳住外贸，不仅有之前出台的出口转内销的相关政策，上周日国务院召开座谈会，强调要创新外贸方式，推动外贸促稳提质。也是在上周，历史上第一次在线上举行的广交会刚刚结束，而本周在线上举行的兰洽会又已开始，中国外贸如何渡过难关？
||云上”广交会的商机
浙江菲格尔卫浴有限公司负责人张建：2024年一开年我们就碰到疫情，当初在新厂在布局的时候，我们就是做了一层，满满一层大概是4000平方米的成品仓库。但实际的情况在3、4月份的时候，我们把这一层用完了，我们车间也有2000多平方（米），也做了成品仓库。所以说满眼的都是钱，满眼的都是不知道何时能出的货。
一开门，就亏损
今年39岁的张建，在浙江台州经营一家专门销售洗浴器材的外贸公司。今年年初，投资7000万元的新厂房刚刚落成。他本希望过了春节大干一场，实现营业额30%到50%的增长。没想到，疫情让一切急转直下。
浙江菲格尔卫浴有限公司负责人张建：新的订单全部延缓，全部砍掉了，老的订单，一两千万的货（积压）。其实一两千万都不止。包括一些日常的费用，也就是工厂一开门，每天就要面临几万块基本的费用（支出）最坏打算当时确实考虑过员工的去留问题。如果说订单没有的情况下，解散员工吗？如果订单又回来，我们员工万一解散了我们又怎么办呢？
毫无疑问，尽快找到新的订单，是张建最迫切的任务。平常年份，春秋两季的广交会，是拓展客源的最佳时机。但严峻的疫情，让他一度担心，今年广交会不能如期举办。听说最后改成线上直播，他似乎看到了希望，却又很焦虑：团队对直播根本没有经验，这次机会能把握住吗？
线上拼一把
浙江菲格尔卫浴有限公司负责人张建：我们当时确实心里一点底也没有，其实我们也没得选择，如果说我们不通过线上广交会这么拼一把的话，我们没有什么其他机会可以算翻身，也可以算是我们未来两三年的一个基础吧？必须要抓住它。
6月15日，广交会开幕，张建团队很快就进行了第一场直播。为了这一天，他们已经演练了一个多月。从写直播脚本，到细抠每一句英文语法，再到何时配合直播插入产品实物展示，他们都一一设计。经过10天直播，共收到有效的客户询盘100余件，相较过去几个月的冷清，几乎天壤之别。
浙江菲格尔卫浴有限公司销售经理丁海红：这两天就有点收放自如了，那我的重心肯定是在客户上面。接下来才是真正显示我们真正强项的时候了，客串了一把主播，那下次再玩这种套路，我们就so easy，没问题。
有了客流，接下来的问题，似乎就不那么棘手。虽然张建团队在直播上是新手，但与客户联络、做销售，仍是杀手锏。眼下，他们正在努力将这100多个有效询盘，尽快转化成实在的订单。
突破，从零到一
浙江菲格尔卫浴有限公司负责人张建：就想一个一个挨着拜访，对客户来说，如果能够认可的话，我们可能以后慢慢会进入他的供应商目录了，所以说初次印象先建立好，然后也给他们带了一些台州的特产，杨梅带了一盒过来，大家认识一下。
张建要拜访的是一家法国公司，在当地已经成立了60年，对于已经近半年没有生意的张建来说，这次谈判的结果有多重要，不言而喻。
浙江菲格尔卫浴有限公司负责人张建：这家公司对供应商这一块的考核也比较严格，首先第一个看工厂觉得可以的话，还会派人做一个验厂，然后才是做一些样品的报价，确认，这是后续。他们有一个步骤，按照比较规范的来。
虽然上周三，广交会已经落幕，但因为增加了直播回看功能，本周依然有新的客户找到张建。他从中感受到了，疫情之下，仍有商机源源不断。想要生存，外贸企业就必须顺势做出改变。目前，他们已报名了今年三、四季度的其他线上展会，期待找到新的销路。
|| 出口转内销？
本周刚一开始，整个世界就要面对一条让人难过的消息，全球新冠肺炎累计确诊病例超过1000万，而且还没有看到向下衰减的迹象，依然在高峰值上运行，甚至有的国家单日新增确诊病例，还在不断地创新高。在这种情况下，外贸之难可想而知，于是有人说：既然出去这么难，咱就不能出口转内销吗？这就容易吗？
6月的这次调研恰好赶在企业当月外贸订单为零的档口。作为外销占九成的外贸企业，疫情使得订单总额较去年同期降幅超30%，压力之下，外销转内销是一条路，但打开内销市场很是艰难。
余姚市商务局副巡视员卿彦平：卖比较好的都是小的，那大的为什么卖不了。可能是根据我们这个国内居住习惯，这种大的话一个它太占空间，第二个我们这种餐饮习惯。可能我们放进去的厨余垃圾，它可能产生的异味比较大，所以说基本上每个家庭都是一天就扔一次（垃圾）。没有买这么大的，后期为什么慢慢就销量下去了呢，我估计一个原因是可能产品比较单一。
困难1：投入成本 改造产品
调研发现，欧美喜欢设计简洁、配色单一的大型垃圾桶；而国内在卧室、厨房、洗手间等不同场景，设计精致、配色繁多甚至加了点黑科技”的小型垃圾桶受欢迎。使用习惯上的差异，带来产品定位、设计研发等的天壤之别，产品线要重新改造。
宁波舜达日升电器有限公司总经理韩岸青：像国外设计的话，它比较简单，中规中矩，是一个形状正方（形）或者圆形就可以了。但国内的话，因为每个人审美观念都不一样，我们同样要设计各种各样的形状和外形基本上是外贸产品设计数量的三倍以上。
困难2：品牌优势缺乏
增加设计品类才能满足国内用户的需求和多变口味，但成本也得相应提高，比如，加一个单体可清洗内筒，生产成本就要增加7%左右。更棘手的问题在于，即便研发出品质上乘的产品，因为没有品牌优势，短时难以冲击原有市场格局。
宁波舜达日升电器有限公司销售主管陈爱华：压力很大，我觉得内销太难了，我最担心我这方面都准备好了，但我还是卖不出去这个货，外贸库存是0，外贸是接到订单之后才去做这个货的，内贸的话就比较散，可能有些客户他说，我要几十台，也有客户要几百台。品牌推广都是很困难，前期需要很大铺垫，不是说一下子就能做起来的。
政府通过购买服务，给企业免费做直播培训，以可能实现对知名品牌的弯道超车，但挖掘直播人才、布置线上平台等搭建网络营销团队，是外贸企业转内销从未有过的额外投入。
困难3：售后与回款
宁波舜达日升电器有限公司销售主管陈爱华：我觉得外贸还是简单一点，外贸售后我们就跟客户说我给你提供免费备件（防损坏），但是内贸就不一样了。内贸的话客户可能他买回去之后，他觉得他不会使用，他也会找你这个售后问题，同时他用着用着有什么问题了，他也是来找你厂家的，所以这个工作量也会很大。
市场中用户使用习惯、购买习惯的重新界定和适应，都是人力物力的极大投入，而产品认证、专利标准等问题也是内销路上的堵点，多地部门在调研后认为，国内市场虽潜力巨大，但不能是跟风行动，这涉及顶层设计和企业是否有全面打算、充足应对的能力。
余姚市商务局副巡视员卿彦平：外转内它不是说一窝蜂跟进，有很多前期工作要做，你比如说第一个市场考察调研，第二个对企业一个精准定位，第三个是高质量产品的一个研发。实际上它们的问题就是什么，总结到两点：一个就是成本投入，第二个就是它们要承担的风险。
|| 政府搭台 企业思变
过去，出口转内销，是一些商店促销的好招牌，它意味着质量高，价格不高。可现如今，国内市场的商品竞争极其充分，品质也很好，出口的商品和国内卖的商品差距很小，甚至有的领域都没了，于是你就知道这竞争得多激烈。出口转内销不容易，而同时，出口转内销，还要面临着标准上的不统一，因为你是为其他国家生产的，它不一定适合咱们国内市场的标准，于是还得改，还得想办法。没错，面对外贸的难题，想要突围，还真就这三个字最重要：想办法。
本周一，甘肃兰州的这家农产品外贸公司进行了第一次线上直播带货，尽管主播还显得有些紧张和生疏，直播时间也只有短短的十分钟，但效果还算不错，公司陆续收到几个海外客户的询盘。
甘肃宇盛农产品开发有限公司 总经理方雨生：第一天就获得了不少流量，同时有9家客户直接向我们询盘，在网上通过视频谈判，应该说很快会有结果。
公司使用的这个平台，不是国内的知名电商或短视频平台，而是由甘肃省政府采购的名叫网展贸”的贸易新平台。本周一中国国际贸易数字展览会在兰州开幕，作为参展商，这家企业和其他省内外贸企业一样，将享受为期一年的平台服务，依托浙江一家外贸会展公司的大数据信息，平台将在一年内为企业精准推荐100个海外客户，还会帮着撮合双方的谈判。而更重要的是，这些服务全部免费。
甘肃省贸促会会展部部长王海滨：我们这次为企业的这个服务，主要是进行线上撮合，线上咨询还有线上商洽、线上展示以及大数据挖掘等方面的服务，另外，为了帮助我们的企业我们专门通过向省财政申请了专项的经费，对企业进行了补助。
其实，早在今年三四月份，因为海外订单缩减严重，这家企业早已着手把业务转到线上，入驻了外贸电商平台阿里巴巴国际站，几个月下来新客户新订单增加了不少，可就是一年的会员费价格不低，让企业有些肉疼”。
甘肃宇盛农产品开发有限公司 总经理方雨生：实话说，这个费用是有点贵，一年大约25万元人民币。我们也犹豫过，但是考虑到目前这个是大数据时代，也是大势所趋，所以我们必须要合作，必须要改变观念。
记者了解发现，在兰州，就有一些体量较小的外贸企业，因为电商平台会员费较高而放弃入驻。而这时，由政府买单的免费线上服务，无疑提供了一种兜底式的基本保障。在当前形势下，如果没有线上渠道，外贸企业恐怕已经很难生存。
甘肃宇盛农产品开发有限公司 总经理方雨生：我们希望在这个数字贸易方面，（政府）再扩大一些服务。在数字（贸易）这上面我们还是很欠缺，希望政府在这方面多支持。
在出口转内销方面，也有一些地方政府为外贸企业触网”铺路搭桥。山东省对首批生产型出口转内销企业上线1688采购批发平台，一次性给予50%的会员费补贴；宁波市与电商平台拼多多协定协议，帮助1.5万家外贸企业进入国内市场，宁波市副市长还走进直播间，为外贸企业直播代言。而在宁波的余姚市，当地政府与几大电商搭建了姚品会”平台，希望转内销的外贸企业可以免费入驻，还可以使用免费的直播场地、道具和设备。
余姚市委书记奚明：我们主要是帮助他们搭好平台，把适合于内销的外贸产品汇集起来。然后通过引入专业团队，直播带货，用政府背书，把余姚的外贸产品卖到全国各地。
余姚市商务局副巡视员卿彦平：我们政府给他们联络电商平台，给他们联络专门的专业的策划公司，给他们联络销售公司，帮他们出谋划策，帮他们自己的人，登上直播平台。让我们外转内的这些企业抱团这样的话大家分享一些资源，共享一些资源，降低我们外转内的成本，提高我们外转内的效率。
对于外贸企业来说，一个变”字已经成为常态。无论是线下转线上，还是出口转内销，都是多年不遇的新变局，恐怕企业舒舒服服做外贸的日子很难再有了。而在变局之中，不仅企业要变，政府服务也要跟着变，当外贸企业在危机中乘风破浪时，政府部门就该为他们保驾护航。
外贸大神私密分享：外贸客户跟进中常用的邮件模板
对于外贸业务员来说，很多时候给客户报完价格后，客户就消失了......如何有效跟进才能提升客户回复邮件的概率？
当面对客户屡屡不回复，自信心受挫的现实，压抑的工作状态和习惯下，可能已经固化了自己的思维模式和客户跟进的方法，怎么突破固有的认知和习惯，改良提升客户跟进沟通的质量？
以下是23个外贸业务员常用邮件模板-客户跟进：你可以根据自己的行业、公司、产品情况以及自身的经验判断进行调整和完善，做出一套适用于自己的邮件模板，从而让你在以后每一次与客户进行邮件沟通的时候都能够高效省时，最大程度上提升你的客户开发跟进工作的整体效率和效果。
01
Do you want more information?
Dear John Smith,
I trust that you have had an opportunity to read my previous email and look at our website, so I figured it’d be worth checking in with you again.
Have you given any additional thought to my proposal? I’d be happy to do a quick review of it on the phone and answer any and all questions you may have.
When would suit you for a quick conversation?
Best regards,
Lily Lee
02
Here’s that information you requested
Dear John Smith,
I really enjoyed chatting with you earlier today and learning more about you and your company.
I promised I will send you some more info and here it is. I’ve attached more information about [request] and [other].
Please let me know when you have had a chance to take a look at this info and would like me to give you a call to discuss. I'd be happy to answer any questions you have.
Feel free to call me at [your number] any time.
Best regards,
Lily Lee
03
Good news. I have that info you requested
Dear John Smith,
I’m writing to thank you for giving me the opportunity to speak to you on [day].
I have checked with our my boss/our production manager and they would be very happy to arrange [special request].
Please let me know how you would like to proceed from here.
Best regards,
Lily Lee
04
This is a follow-up email regarding [Topic]
Dear John Smith,
Last we chatted, you requested that I get back in touch in August. I may be a month early, but I figured it'd be worth checking-in.
Have you given any additional thought to my quotation? I’d be happy to do a quick review of it and answer any pending questions.
What does your calendar look like to schedule a conversation?
I await your response.
Best regards,
Lily Lee
05
I see you’re interested in [company name]
Dear John Smith,
I hope this doesn’t seem creepy, but I see that you have read my previous email and visited our site. I think this will be a very good time for us to take the conversation further.
Please let me know when I can schedule time to call and discuss through my plan on how we could work together.
I look forward to hearing back from you.
Best regards,
Lily Lee
06
What is the thoughts on my proposal?
Dear John Smith,
I’d like to thank you for taking the time to hear me out on [DAY]. I’m really excited about the potential of this relationship.
You mentioned that you would need to consult with [Person] before making a decision. I am really eager to hear what they thought of my proposal.
Is there a spot on your calendar I could call you and discuss how we can take this deal forward?
Best regards,
Lily Lee
07
Quotation recap
Dear John Smith,
I'm following up to see if you received my quote outlining the features and price of our product? As a reminder, our [Product name] package would include:
[Feature 1]
[Feature 2]
[Feature 3]
[Price]
Do you have any questions?
I look forward to hearing from you!
Best regards,
Lily Lee
08
A few things you may not know
Dear John Smith,
I sent you an email a while ago about [company name] and how I think we could be a great fit for you and [company].
Did you know that our clients report [a 43% increase] in [sales] when they use our [product]? We also offer [full training] and [a 20% discount].
If you’d like to hear about this in more detail, please let me know. I would happily spend 30 mins telling you everything you need to know.
I look forward to your response.
Best regards,
Lily Lee
09
More info about [Topic]
Dear John Smith,
Thanks for speaking with me on [Date]. I'm eager to partner with you and I'm confident that we could accomplish a lot together.
During our last conversation, you mentioned that you needed to speak with [Person's name or title] before you would be able to make a decision. I'd love to hear their thoughts. I've attached additional information but let me know if I can address any additional questions or concerns.
When is a good day and time for us to reconnect?
Best regards,
Lily Lee
10
I just tried to call you
Dear John Smith,
I just tried calling you but assume you are busy. I know how it goes.
Please give me a call back on [number] or let me know when it would be convenient to give you a ring again.
I look forward to hearing back from you.
Best regards,
Lily Lee
11
How we can help
Dear John Smith,
I hope you're doing well.
In my last email, I mentioned [Detail] and I was wondering if you had a chance to consider some of my suggestions. I'd love to help you and your company with [Issue] and would be happy to discuss it over the phone. Would you be available for a quick phone call on [Date and time]?
Please let me know when is best for you. I'm looking forward to hearing from you.
Best regards,
Lily Lee
12
We’re ready to help you
Dear John Smith,
I know you’re busy, but I just wanted to make sure you knew that we’re ready to help you with [pain point previously discussed].
If you’ve already decided to go in another direction, I totally get it. If you let me know, I’ll be sure to close your file and stop bothering you.
If you’re just too busy right now, which let’s face it, we all are from time to time, let me know that too, and I’ll just make a note to follow up in a few months when things settle down.
If you have any questions about the offer I provided, or if there’s anything else I can do, you got it—let me know.
I look forward to hearing from you.
Best regards,
Lily Lee
13
A sample for you and your company
Dear John Smith,
I know how busy you must be recently. I sent you some information about [product] a while ago and I thought this might be a good time to give you a practical demonstration.
I’ve sent you a few free samples that you can use to evaluate and test. Feel free to share these with your staff and colleagues. I’d be very interested to hear what they think of it.
I would really like to have 30 mins of your time as I feel we can really add value to your [area of operations].
Can we book a call or a meeting?
Best regards,
Lily Lee
14
Still hoping to connect with you
Dear John Smith,
I’m sorry we haven’t been able to connect. When we last spoke, you seemed very interested in [objective of product].
I realize that you are most likely incredibly busy, so I am happy to schedule a call with you at any time, even if it falls outside regular office hours or on a weekend if that makes it easier for you.
I really don’t mean to harass you, but would appreciate some indication on your decision either way.
Thanks in advance.
Best regards,
Lily Lee
15
Just hit me back with a number
Dear John Smith,
I see you’re too busy to reply at the moment. Could you please just hit me back with a number 1-2-3 that best describes your response?
1.Please leave me alone!
2.Too busy, email me again in a month, please.
3.I’ll write you back in a week.
Best regards,
Lily Lee
16
Still interested?
Dear John Smith,
Hope all is well.
I had put a reminder in to check-in with you to see how things were going with the [Product name] project. We had discussed a potential partnership a few months ago, but hadn't been able to formalize our recommended engagement.
We would love to catch up and see if there are any opportunities to engage with you and help with your [product name] project. Let me know if you have some time to reconnect this week and have a conversation about this project.
Look forward to hearing from you.
Best regards,
Lily Lee
17
If you’re not interested, please let me
Dear John Smith,
I constantly review business relationships in my CRM. Typically if I don’t hear back from someone for 30 days, it means they're either really busy or just not interested.
If you’re not interested, please let me know and I’ll promptly close your tab in our CRM to never bother you with sales emails again.
1 – Sorry, I was really swamped but I’m still interested…”
0 – Please close my tab, I’m not interested…"
Please hit me back with a number, thanks!
Best regards,
Lily Lee
18
Appropriate point of contact
Dear John Smith,
I've attempted to reach out to another member of your team regarding [Topic] but never got a response. Who would be the best person for me to get in touch with regarding this?
Thank you for your help.
Best regards,
Lily Lee
19
I hope you are able to set me straight
Dear John Smith,
I sent you an email a few days ago about [company or product] and it was only afterwards that it struck me that I might be barking up the wrong tree.
My company offers [product] which I think would be a perfect fit for [company].
Are you the right person to speak to regarding this? If not, could you help me find the relevant decision maker?
I look forward to your response.
Best regards,
Lily Lee
20
I emailed you 9 times, called you 3 times, but never gave up
Dear John Smith,
I emailed you 9 times, called you 3 times, but never gave up. I hope you can appreciate my persistence as I believe I can be of assistance.
I really hope we can jump on a call this week to discuss potential business cooperation. If I don’t hear back from you, I can't promise I won't try again. All I need is 15 minutes of your time and I actually booked off the entire week for you.
Please let me have your thoughts.
Best regards,
Lily Lee
21
Final attempt to contact
Dear John Smith,
I've tried to get in touch with you a few times over the last several months and have yet to hear back. That leads me to believe you're not interested at this time. That is completely fine. I won't reach out again, but please do let me know if you decide you're ready for [product] in the future.
Best regards,
Lily Lee
22
Can I close your file?
Dear John Smith,
My boss has asked me to clear out my sales pipeline and I thought it would be good manners to let you know that your name is on my delete list.
If you aren’t interested, do I have your permission to close your file?
If you’re still interested, what do you recommend as a next step?
Thanks for your help.
Best regards,
Lily Lee
23
I won’t contact you again
Dear John Smith,
I’ve tried to get in contact with you several times over the last few months without success, which leaves me thinking that:
1.You’re not interested. That’s OK, I won’t take it personally.
2.The timing is wrong. This happens. I’ll happily get back to you in a few weeks or months, although years might be a stretch too far.
3.You’ve been abducted by aliens: Please let them know that I am happy to come along and tell them where to find me.
I won’t contact you again but you can keep my info on file if you ever need [product].
Best regards,
Lily Lee
上述模板仅供参考，具体应用在自己的工作中，还应该根据实际情况做对应调整，终极目的是帮助自己建立工作流程标准化作业。
在这个前期制定过程中，需要花费较多的时间和精力，因为你需要不断的优化打磨。但是一旦你制定完善后，你就可以固化流程，后期不仅可以提高你的工作质量，还能规避犯错风险。
上期回顾：
1.私密分享：外贸常用邮件模板-完整流程
2.私密分享：外贸常用邮件模板-询盘报价
3.私密分享：外贸常用邮件模板-特殊情况
彩蛋：关键词『引导成交』
