6.1.1 还盘信函的写作要点(课件）《外贸英文函电第3版》（电子工业出版社）

外贸英文函电 李辉 白丹 主编 第3版 1 Counter-Offer 专业知识简介 学习目标 学习内容 本章小结 Chapter 6 复习思考题 2 专业知识简介 价格是进出口双方都极为关注的交易条件。在出口方报盘后，进口方往往会就价格进行还盘。还盘（counter-offer）又称还价，即讨价还价，指受盘人不同意或不能完全同意发盘内容，为进一步磋商交易对发盘提出修改意见。还盘实质上构成对原发盘的某种程度的拒绝，也是接盘人以发盘人地位所提出的新发盘。因此，一经还盘，原发盘即失效，新发盘取代它成为交易谈判的基础。还盘可以在双方之间反复进行，收到还盘后，如果原发盘人认为还盘人提出的建议可以接受，就会做出让步，否则会提出新的条款及条件，这称作再还盘（counter counter-offer）。还盘的内容通常仅陈述需变更、限制或增添的条件，对双方同意的交易条件无须重复。还盘并非交易磋商的必经环节，但在实际业务中，还盘时常发生。毕竟很少有发盘内容完全为对方无条件接受的情况，有时甚至须经过还盘再还盘等多轮讨价还价，才能达成交易。 出口商收到对方的还盘后，通常要做出答复，答复可以是接受或拒绝对方的还盘，也可以是对对方的还盘进行再还盘。还盘的内容可以涉及降低价格、改变支付方式、改变交货期等，一笔交易可以进行多次还盘与反还盘。 买卖双方应在互谅互让的基础上讨价还价，互相协商，最后达成交易。在双方讨价还价的过程中，语气要和缓而坚定，绝不可以因为使用绝对化的语言而导致断绝来往。双方应抱着“买卖不成友谊在”的态度，为今后的贸易往来打下良好的基础。 3 学习目标 了解还盘的技巧； 掌握还盘常用的词汇和表达； 掌握还盘信函的写作。 4 学习内容 写作指南 6.1 样函解析 实用句子 6.2 6.3 常用表达 6.4 5 6.1 写作指南 6.1.1 还盘信函的写作要点 （1）确认收到对方发盘并致谢意，注意要提及对方发盘信函的日期和主要内容。 （2）表明对发盘的态度，指出报盘的不同意见及原因。例如，出口可强调符合市场价格水平，品质优良，但是原材料上涨或人工成本提升，利润已降至最低；进口可强调订货量大、付款条件优惠等。 （3）提出己方条件，说明自己能接受的价格、优惠条件等，希望对方让步。 （4）希望还盘能得到接受，表达合作的希望等。 6.1.2 拒绝还盘信函的写作要点 （1）就收到买方的还盘表示感谢。 （2）对因不能接受还盘表示歉意。 （3）说明不能接受还盘的原因。 （4）要求对方尽早接受原先的报盘。 6 6.2 样函解析 6.2.1 样函1：买方还盘 Dear Sirs, Thank you for your letter of June 8, offering us 5,000 pieces of Explorer Brand Vacuum Air Pots, Model No. AE24. All the terms and conditons are satisfactory except the price, which is too high and out of line with the prevailing market. As we all know, owing to the worldwide economic recession, the price of the similar goods has declined by about 5% since last year. Some suppliers are even offering a special discount of about 5% on orders over USD 100000. Under such circumstance, it is rather difficult for us to accept your price of USD 20. Unless you can reduce your price by 6%, we we might conclude the transaction with you. It is hoped that you will consider our counter-offer carefully and accept it without any delay. Yours faithfully, 7 6.2 样函解析 6.2.2 样函2：卖方再还盘 Dear Sirs, Your E-mail of July 26 regarding price reduction has been duly noted. Much to our regret, you find our price on the high side. As stated before, our vacuum air pots have been selling well in the world market owing to their fine quality and reasonable prices. All our prices have been carefully calculated and we have done large business with many buyers in different countries. However, in view of your efforts in pushing the sale of our products, we intend to make a reduction as indicated in your letter if you agree to increase your order to 7,000 pcs. This is the best we can do and we hope it well be acceptable to you. For your information, our stocks are running low rapidly owing to the recent flush of orders. Please let us have your decision as early as possible. Yours faithfully, 8 6.2 样函解析 6.2.3 样函3：买方还盘 Dear Sirs, Re: Your offer of 100% Cashmere Sweaters Thank you for your letter of April 7, in which you offered us 100% Cashmere Sweaters. To our regret, we are unable to accept your offer as your prices are too high. We operate on small margins. It means heavy loss to us to accept your prices. We also have similar offers from Korean make. They are 25% lower than yours. We like the quality and design of your products. We admit that the quality of your products is better, but it does not justify such a large difference in price. We might do business with you if you could make us some allowance, say 20%, on your prices，otherwise we have to decline your offer. We hope you will consider our counter-offer most favorably and let us have your reply soon. Yours faithfully, 9 6.2 样函解析 6.2.4 样函4：卖方再还盘 Dear Sirs, Re: Your counter offer of our 100% Cashmere Sweaters Thank you for your letter of April 22. We are sorry to learn you find our prices too high. Although we would like to do business with you, we are very sorry that we are unable to entertain your counter offer. Our prices are carefully calculated. We have even taken quantity orders into consideration. We have to point out that we have received a lot of orders from other buyers, which shows that our prices are reasonable. At present, the market for 100% Cashmere Sweaters is strong with an upward tendency. It is not likely that any significant change will take place in the foreseeable future. It is in your interest to place an order with us as soon as you can. We also have Cashmere Sweaters, 50% cashmere and 50% wool. They are of the same design but much cheaper than 100% Cashmere Sweaters. We are enclosing our price list for such sweaters. If you are interested, please let us know. We are looking forward to receiving an order from you. Yours faithfully, 10 6.2 样函解析 6.2.5 样函5：买方对价格的还盘 From：John Crown@thoms.com.cn To：Mary Gao @Sigma.com.cn Subject：Re : Re :Inquiry for Cosmetic Bags Dear Mrs. Gao, We are in receipt of your e-mail of june 11 offering 8000 pieces of cosmetic bags. In reply, we regret to inform you that our end-users here find your price too high and out of line with the prevailing market level. You may be aware that some Japanese dealers are lowering their prices. No doubt there is a keen competition in the market. We do not deny that the quality of your digital cameras is slightly better, but the difference in price should, in no case, be as big as 5%. To step up the trade, on behalf of our customers, we make a counter-offer as follows : Item No. AD 0011 cosmetic bag large size USD 4.5 per pc FOBDalian 4000pcs Item No. AD 0012 cosmetic bag medium size USD 5.5 per pc FOBDalian 4000pcs As the market price is declining, we recommend your immediate acceptance. We are anticipating your early reply. Best regards, 11 6.2 样函解析 6.2.6 样函6：卖方给予买方折扣（对样函5的回复） From : Mary Gao @Sigma.com.cn To：John Crown@thoms.com.cn Subject：Re : Inquiry for Cosmetic Bags Attachment : Quotation Sheet Dear Mr. Crown, Thank you for your enquiry of May 2. At your request, we are making you the enclosed offer, subject to your reply reaching here before May 10, 2018. Meanwhile, four samples would be sent to you today by FEDEX, hoping they can turn out to your satisfaction. We desire to call your attention to our special offer. You will find it both good in quality and reasonable in price. Awaiting with keen interest your formal orders. Best regards, Mary Gao 12 6.3 实用句子 1. We regret to say that, your price is too high and out of line with the prevailing market level. 很遗憾，贵方价格太高，与现行市场价不合。 2. Our price is reasonable, compared with that in the international market. 我们的价格与国际市场上的价格相比还是合理的。 3. The price of USD100 per set FOB Dalian is acceptable, provided that you increase the quantity of your order to 10000 sets. 每台100美元FOB大连价我方可以接受，但条件是贵方应将订货数量增至1 0000台。 4. Much to our regret, the price you quoted is on the high side. 很遗憾，贵方的报价偏高。 5. Our offer is reasonable and realistic. It comes in line with the prevailing market. 我方的报价是合理的、现实的，符合当前市场的价格水平。 6. We make you a counter-offer at USD150 per metric ton FOB London. 我们还价为每公吨伦敦离岸价150美元。 7. We can’t accept your offer unless the price is reduced by 5%. 除非你们减价5%，否则我们无法接受报盘。 8. While our price is in line with the prevailing international market rate, we are not in a position to consider any concession in our price. 我们所报的价格完全符合当前国际市场行情，不能在价格上作任何折让。 9. You must reduce your price by 2%, otherwise business is impossible. 贵方必须降价2%，否则没有成交的可能。 10. If you insist on your previous price, it will be impossible for us to import the article from you. 如果你方坚持原先价格，我方不可能从你方进口商品。 13 6.3 实用句子 11. Unfortunately, we are not in a position to accept your offer since another supplier in your market offered us the similar article at a price 3% lower. 遗憾的是，我们不能接受你方的发盘，因为贵方市场另一家供货商对同等商品报出的价格要低3%。 12. To our regret, the difference between our quotation and your counter-offer is too wide. 很遗憾，我们的报价与贵方还盘之间的差距太大。 13. While appreciating the good quality and fine style of your bicycles, we find the prices of your goods, especially the women’s bicycles, are too high to be competitive in our markets. 我们非常欣赏你们自行车的质量和漂亮款式，但是我们认为你方自行车尤其是女式自行车价格太高，在我地市场缺乏竞争力。 14. The price for raw materials has risen sharply recently, and the price quoted is very low, we regret that we are not able to accept your counter-offer. 原材料的价格近期上涨迅猛，我们所报价格很低，我们遗憾不能接受你方还盘。 15. Considering our long-term business relations, we would like to lower the price by 5%. 鉴于我们长期的贸易关系，我们愿意将价格降低5%。 16. Your price is about 10% higher than that of the similar goods. 你方价格比同类商品的价格大约高出10%。 17. Some suppliers are even offering a special discount of about 3% on orders exceeding USD50,000. 如果订单超过5万美元，一些供货商会给予大约3%的特殊折扣。 18. In fact, as the continual appreciation of RMB has caused the sharp rise in our export cost, the prices we quoted are exceptionally low. 事实上，由于人民币持续升值已经引起出口成本的急剧上升，但是我方所报的价格非常低。 19. The prices of raw materials have gone up steadily since May, but we have not yet raised our quotations. In this case, we are not in a position to make any further concession. 原材料的价格自从5月份以来稳步上涨，但是我方并没有提高报价。在这种情况下，我方不能再让步。 14 6.3 实用句子 20. In view of the quality of our products, our price is quite reasonable. 鉴于我们的产品质量，这个价格非常公道了。 21. We do not deny that the quality of Chinese Apricot Kernel is slightly better, but the difference in price should, in no case, be so big. 我方并不否认中国杏仁的质量好，但是在价格方面的差异决不至于这么高。 22. Although we appreciated the quality of your products, compared with offers from other sources, your price is still too high. 尽管我们认为你方产品的质量很好，但和其它公司的报盘相比，价格还是太高了。 23. Information indicates that some kinds of the said articles made in other countries have been sold here at a level about 3% lower than that of yours. 有消息表明，此地销售的别国生产的产品的价格水平比贵方低3%左右。 25. As wages and prices of materials have risen considerably, we regret we are not in a position to book the order at the prices we quoted half a year ago. 由于工资和原料价格大幅度上涨，很抱歉无法按我方半年前所报价格接受订单。 26. The oil price has risen sharply, so there is no possibility for us to cut the price to the extent you expected, i.e. 15%. 油价近期飞速上涨，我们不可能把价格降到您期望的水平，例如：15%。 28. In fact, we have done best to set our price as low as possible without sacrifice of quality. 事实上，没有牺牲质量，我们已尽最大努力把我们的价格设得尽可能低。 29. Considering the excellent quality and the continual appreciation of RMB to USD in the past three months, it is almost impossible for us to make any further reduction. 考虑到优良的品质和过去3个月人民币兑美元的持续升值。我们几乎不可能做出任何降价。 15 6.4 常用表达 （1）对某物还盘make a counter-offer for sth. （2）价格偏高on the high side （3）无存货out of stock （4）鉴于我们长期的业务关系in view our long-term business relationship （5）很遗憾地告知您 regret to tell you that （6）薄利 small margins （7）太高了以至于无法接受 too high to be acceptable （8）同……相比 compared with /in comparison with （9）比你方的价格低10% 10% lower than your price （10）标题货物 captioned goods （11）将价格降低8% reduce/cut the price by 8% （12）满足你方的需求 to meet/ satisfy your needs/ requirement （13）急剧上涨 rise sharply （14）拒绝考虑还盘 decline a counter-offer （15）脱离当前市场行情 be out of line with the prevailing market level 16 还盘是对原发盘的拒绝和修改。通俗地说，这就是交易中的讨价还价过程。交易可以是还价，也可以改变其他交易条件，包括降低价格、改变支付方式、改变交货期、提高佣金和折扣等。讨价还价本是商家常事，因此写还盘函时，在直接清楚说明交易条件的同时，仍要注意显得友好真诚，避免过于强硬冰冷的态度，不能因为一笔交易的不成功而影响以后的商业往来。举例说明，样函2中报盘方在说明不接受还盘时，先以“In view of your efforts in pushing the sale of our products, we intend to make a reduction as indicated in your letter if you agree to increase your order to 7,000 pcs.…”作为铺垫，而不是冷冰冰地直接说“no counter-offer will be entertained”。还盘时，如果对方提出过多要求，可以在“既不损人又利己”的前提下区别对待不同的要求。1.晓之以理。卖家可以从以下几个方面来暗示自己所报的价格给自己的利润并不大，如产品质量较好、人力成本增加、原材料成本上涨、运输费用增长、本国汇率升值、市场行情上涨等。2.通常针对老客户、回头客要动之以情。如老客户之前的货款未结清、之前免费给一些优惠、之前订单低于最小起订量成交等。3.有原则的让步。卖方诚心下单，应当或多或少再做一些让步，但也可以要求对方在某些方面进行补偿，如数量、支付方式、售后服务等。如果买方的还盘远低于卖方的成本价，或卖方无利润可言，卖方可以推荐其它型号的类似产品或采用材料替换法，达到对方满意的目标价格，例如样函4。总之，采取折中的办法，有条件地接受还盘，以促成交易的达成。 本章小结 17 Write an English letter according to the given material. 事由：皮箱 感谢你三月七日有关标题商品的来信。信中告知你方客户对我方产品质量十分满意，但认为价格太高。 通常对于低于五万美元的订单我们不给予任何减让。事实上，我们几乎是以成本价在销售这批商品。考虑到你方为推销我方产品所做的努力，我们同意在原有的报价上再给予你方2%的特别折扣，并不再接受任何还盘。 如蒙早复，不胜感激。 复习思考题 18 PPT模板下载：/moban/ 行业PPT模板：/hangye/ 节日PPT模板：/jieri/ PPT素材下载：/sucai/ PPT背景图片：/beijing/ PPT图表下载：/tubiao/ 优秀PPT下载：/xiazai/ PPT教程： /powerpoint/ Word教程： /word/ Excel教程：/excel/ 资料下载：/ziliao/ PPT课件下载：/kejian/ 范文下载：/fanwen/ 试卷下载：/shiti/ 教案下载：/jiaoan/ 字体下载：/ziti/ Thank you! 19 $$