Shipping Your Goods: The Real Costs (And being aware of EXW)

In my experience, most beginning importers are surprised at how affordable it can be to get goods shipped from China. But with that being said, there’s a lot of room for surprises. Take a look at a quote I received recently for a pallet of goods coming from Fuzhou province.

A quote from a freight forwarder for a pallet of goods from Fuzhou.

The total cost of sea freight is just $98 (I paid more recently to have a box shipped from Vancouver back east to Toronto!). However, look at all the miscellaneous fees totaling $383.  The bulk of this is for the truck freight to get the goods from my supplier’s factory to the port. Yup. Just like in Canada or any other country, overland freight is expensive.

Most of the other fees are associated with preparing various documents such as the Bill of Lading. Adding to the cost, I can expect to be hit with about another $150 in fees when the goods arrive in Canada from either the Freight Forwarder and/or the receiving warehouse. Ultimately the total cost of freight will be around $631 with only $98 of that cost being for sea freight.

Be Aware (or beware) of EXW Freight

A big reason why the costs above are so high is that the shipping terms were EXW Fuzhou (read up on your favourite Incoterms here: http://en.wikipedia.org/wiki/Incoterms#EXW_.E2.80.93_Ex_Works_.28named_place_of_delivery.29). What this means is basically that the factory will manufacture all of the goods and I have to come to their place to pick it up. They’ll handle almost nothing in terms of freight. It’s akin to buying a bed on craigslist with the stipulation “Must pick up”.

Now contrast the term people are more familiar with, FOB xyz Port. For an FOB shipment, say FOB Ningbo (a major port in China) the supplier will drive the goods from their factory to the local port, load it on the ship, and pay all of the document fees. I’ll pay for the sea freight and all of the fees associated with the shipment once it arrives in my port. Following the same craigslist example, it would be like buying a bed on craigslist with the stipulation “Will drop off at your house, but I won’t help move it up your stairs and into your bedroom”. In my case, if the shipping terms were FOB Ningbo instead of EXW it would have meant I paid $98 in sea freight + $150 handling charge once it arrives instead of a whopping $631.

EXW Appears to be Increasing In Popularity

In my last few dealings with suppliers, I have been quoted EXW almost every time (or a cleverly disguised ‘FOB xyz’ with a $150 handling charge). In fact, prior to this year, I can’t recall every having been quoted this. This could simply be a complete fluke or it’s a sign that more and more suppliers are making this their standard shipping terms. I suspect it’s the latter. My belief is that Chinese suppliers are slowly becoming more and more transparent with their pricing due to the internet and higher competition. In turn, just like the Airlines or postal service do with their “fuel surcharges”, Chinese suppliers are finding ways to create different forms of revenue outside of their simple product prices. Once again, as a vigilant entrepreneur you must find ways to negotiate outside of the box.

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Yiwu: A market the size of a city

To get a sense of why China has been coined ‘The Factory of the World’ one only needs to visit a city like Yiwu, located about 200KMs from Shanghai.

Yiwu an extremely small city (just 1.2 million people- yes, small) not exactly note worthy for tourist attractions or even manufacturing. What it is, though, is a hub for commodity manufacturers in China, the majority of whom are represented at the Yiwu commodity market. How big is this market? Well, consider that a large commercial trade show is lucky to have a few hundred manufacturers exhibited. The Yiwu market has, wait for it- 40,000 companies exhibiting. If China is the factory of the world, the Yiwu commodity market is the wholesale market of the world.

yiwu commodity market

The problem with the Yiwu commodity market is that it sells, well, commodities. Ties, keychains, iPhone covers, and basically anything else sold by mass-discount retailers (stores like Dollarama are in heaven here). It’s a market for, to use popular disgruntled consumer terminology, “Chinese crap”. While it’s a gold mine for a lot of businesses, for the small business looking to carve out a niche somewhere, it’s likely not the place for you. It’s a trend you’re frequently going to run into in China and finding that gem of a supplier unfortunately is often a bit trickier than visiting a mass-market like this.

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You, the Importer, are Responsible

You, the Importer, are Responsible

There’s one important thing importers may overlook- you, as the importer, are responsible for all aspects of your products. This includes ensuring that they meet any special regulations and, more importantly, you are responsible for any product liability issues.

This last point shouldn’t be taken lightly. Imagine someone, let’s say her name is Sally, is using one of the horse saddles that you imported from Shanghai Fine Saddles Inc. when it suddenly disintegrates. This person falls off the horse and as a result breaks their neck.  Guess who Sally’s lawyer is filing the $10million lawsuit against?

This isn’t to say Sally necessarily has a case against you (someone who hasn’t replaced their brake pads in 20 years can’t blame the manufacturer of the brake pads when their car fails to stop and hits a light pole). This also isn’t to say you won’t be able to, in turn, sue Shanghai Fine Saddles Inc. for any damages you suffer as a result of Sally’s accident. But you will be the first point of recourse for unsatisfied customer.

There’s steps you can do to avoid any unnecessary risk. First and foremost, try to avoid products that can potentially produce serious injury. You can also buy product liability insurance and you can ensure the factory you’re importing from has product liability insurance. Walmart has very transparent requirements for suppliers for product liability insurance, specifying what types of products require how much insurance (if your product falls into one of the upper tiers, it’s likely a risky product!). You can view the Walmart Insurance Requirements here.

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Where to Find Suppliers

If you’re just starting your importing business there are essentially two places to find products: the internet and trade shows in China.

The advent of the internet has enormously reduced the barriers to entry for Chinese suppliers looking to expand internationally. Today, sites like Alibaba.com and GlobalSources.com allow Chinese suppliers to upload descriptions of their products/services they offer, add some contact info, and voila! They are now a company involved in international commerce. Finding a supplier is almost like looking for a restaurant to eat at on Yelp. Just enter in the type of product you’re looking for and Alibaba will return you dozens, if not hundreds, of suppliers (unfortunately there are no reviews separating the good suppliers from the bad suppliers). Your next step is to email the supplier, ask for some prices, and hopefully prepare an order.

This is a good way to start (although my preference is still trade shows). It’s how I started. Once you’ve found a supplier who you feel comfortable dealing with, who has reasonable prices, and who can meet your minimum order requirements you can arrange for a small trial order.

Canton Fair

One hall of the Canton Fair. Actual fair consists of dozens of halls divided into three, 5 day sessions.

The major drawback to this method relates primarily to proving legitimacy. First, although Alibaba and others have instituted more serious credential checking methods, scammers still exist on the internet. This isn’t to say you won’t come across these types from other methods, they’re just more prevalent on the internet. More so, it’s difficult to prove the company who gives the impression that they are one of the leading manufacturers of horse saddles isn’t, in reality, just a guy who knows a guy who knows a company that makes some horse riding items. Inflating credentials is a very common with Chinese suppliers.

Second, you’ll have a difficult time proving you are a serious, Western buyer, actually making to look an order. For Chinese suppliers, advertising on Alibaba and the like is a lot like a girl with a dating profile on PlentyofFish.com. They might get a hundred messages in a day, but only a very select few will actually transpire into anything. More threatening for the supplier is their Chinese competitors who regularly pretend to be foreign buyers simply to get their latest price sheet. The result is the suppliers are likely to give you a standard, highly-inflated price sheet and limited information and they won’t exactly be fighting for your business.


This is where the advantages of Chinese trade shows comes in. China hosts thousands of trade shows for every niche and industry imaginable (one of these fairs alone, the Canton Fair, hosts thousands and thousands of suppliers of almost every imaginable kind). By finding suppliers from these fairs you can almost certainly be sure these are legitimate, real companies (again, credential inflation is possible though) and not scammers. Second, by showing a foreign face, these companies will be eager to work with you. The suppliers here will likely show a degree of sophistication and professionalism so you can be more confident you’ll receive your order of an acceptable nature. This isn’t to say companies advertising on the internet won’t be all of the above, they’ll just demonstrate this with lesser certainty. The downside to trade shows? You actually have to go to China!

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Consumer Safety Regulations and Other Agency Requirements

One thing you must keep in mind at all times when evaluating products to import is consumer safety regulations and other agency requirements. The U.S. especially is notorious for the number of possible compliance agencies (FDA, EPA, DOT, CPSC, FTC, etc.) your products will be expected to comply with and almost all countries have their own agency(ies). Food, drugs, and weapons are their own monsters that I won’t cover. However, aside from those three, most regulations relate to safety. Basically, if you’re product poses any reasonable risk of serious injury it may be subject to certain regulations and standards. If kids are involved, normally under the age of 6, there’s likely some form of requirements (think about those “Beware of children choking on this” labels).

The vast majority of products are not subject to any special requirements. Some are obvious candidates for special requirements, like any nuclear or radioactive items, and others not so obvious, like bed mattresses. You can refer to the US Customs Commercial Importing guide, page 106, for a description of product types subject to special regulations.

The best thing to do is to ask if your product is a food, drug, weapon, poses a reasonable risk for serious injury, or is used by kids? If the answer is yes, research your product more in depth to determine if there are any requirements or give your local customs agency or customs broker a call before you decide to import the item.

Consumer Safety Regulations and Other Agency Requirements

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Language Challenges

Language Challenges

First thing is first, English is the de facto language of business throughout the world.

You’ll frequently see the claim that China now has more English speakers than any other country in the world. This should be taken with a pretty big grain of salt. Yes, English is a compulsory subject for every student in China beginning at Grade 3 and for those from major cities like Beijing and Shanghai it’s normal to start at Grade 1. No, you should not take that to mean your Supplier will be anywhere near fluent in English. This is due in large part to the fact that the transition from Chinese to English is one of the most difficult transitions of any of the major languages.  However, for the entrepreneur and their small business it’s reasonable to expect their supplier (or a colleague of theirs) will have an acceptable level of comprehension, at least for the major business ideas and terms.

So here are some points to remember when communicating:

Expect bad English, beware downright horrible

I have suppliers who have MBAs from Western Universities and still have barely acceptable English. Get used to this. However, if your Supplier’s English is downright horrible, to the point they struggle to get past ‘Hi, how are you?’, I would take this as a pretty big red flag.  Your supplier is going to be expected to meet some expectations for dealing with Western companies like yours including quality, deadlines, forthrightness, etc.. If their English is near non-existent it may be indicative of their experience in dealing with Western companies (re: near non-existent).

Chinese are normally more comfortable writing than speaking

Most Chinese prefer to communicate anything approaching a complex idea through email. It gives them time to think about how to say something correctly and look a word up as needed. With that being said, most Chinese also appreciate the opportunity to talk with you in person to practice their English.

If you’re a non-native English speaker you have an advantage

Many Chinese Suppliers find it easier to communicate with non-native English speakers than native English speakers. Native speakers are likely to use more complex words and speak more quickly than non-native speakers. When a Chinese Supplier does not understand something it is also much easier to rationalize that it’s the Buyer’s incompetency in English that is to blame rather than theirs!

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Traveling in China, General Tips

Costs

China isn’t quite the bargain it once was. The main cities like Shanghai and Beijing are about 80% the cost of a major North American City. In most of the major Chinese cities, you’ll pay close to $100+ for a respectable 4 star hotel. In some of the smaller cities, things get pretty cheap- in Dongying I stay at a 5-star hotel for about $60. Taxis are extremely well regulated throughout the country, very safe, and very cheap (about $3-4 for a 2 or 3 mile trip).

CTrip.com Is Your Best Friend

CTrip.com is the Travelocity of China, but better (and it is in English). Most major international hotels are listed on CTrip and the prices are better than you can get by just showing up to the hotel.  For domestic airplane tickets it’s respectable.  At the time of this writing, it has little to no support for other transportation like bus and train travel.

Foreigners Get Lots of Help

The Chinese are eager to help most foreigners (lots of smiles help!). They’ll have lots of patience for you as you’re ordering food. If you’re looking for something, they might come with you for the next hour trying to find it. On a downside, many Chinese, despite their best intentions, they often have no idea what you’re looking for.

The Further West You Go, The Wilder Things Get

On the East Coast of China, the major cities like Beijing, Shanghai, Qingdao, Ningbo etc. are all shining examples of the rapidly developing China we all see on TV. Traveling here is a lot let traveling through the local Chinatown in your city. The further East you go, the more and more it begins to look like the Chairman Mao’s China, i.e. very rustic! Thankfully, most Suppliers will be located near the Eastcoast.

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Meeting Chinese Suppliers & “Factory Visits”- My Experiences

In this article, I’m going to detail some of my personal experiences meeting Chinese Suppliers. The term “Factory Visit” in China I have found is a broad sweeping term to refer to not only the actual visiting of the factory, but the meals, events, and everything else that goes with it. This article isn’t intended to give you much of a guide to quality control inspects for factories- there’s lots of info regarding that on the web and in short, you’re probably better off to pay a third party company to do it.

Every good relationship in China is forged with the so called “Factory Visit”. It’s a great opportunity to see the premises of the company you’re thinking of purchasing from but it’s an even better opportunity to forge a relationship with your company.

It’s a 1-2 day affair
A typical factory visit isn’t popping in for an hour or two, inspecting the premises, and then going back to your room. No, it’s more like, arrive into your Supplier’s city, have him pick you up, go for a quick tour of the factory, go out for lunch, and then “go back to the hotel for some rest”.  Three or four hours later they’ll pick you up, go for a big dinner, and then go for a show of some sort. The next day, they’ll pick you up, go for some more lunch, and drop you off at the airport. It can be a very draining one or two days, especially if you’re communicating with a Supplier who has very limited English skills during this time.

One of my Supplier's factories in Ningbo

Visiting the Factory
Unless you’re quite knowledgeable about the industrial processes regarding your product, it’s often difficult to judge the standards of your supplier’s factory let alone make recommendations to them. That’s why it’s often better to employ a third party quality assurance company (3PQ) if you can. However, you may still be able to recognize some critical flaws in the products which you can have corrected before they arrive in your home port. And regardless, it’s a chance to see just what products they manufacture, who they manufacture them for, and how much they manufacture (hint: you may be surprised how small they are.

Yes the stereotypes are true. You may be required to go for Karaoke!

Don’t let them book your hotel!
Unless you’ve worked with a Supplier for a very long time, be tentative about allowing them to book a hotel for you if they offer. Perceptions of ‘a good hotel’ vary widely from the West to China and there is nothing worse than being stuck in a dirty hotel in the middle of nowhere where no one speaks a word of English. Book your own hotel.

The Chinese are Great Hosts
The Chinese share that general great Asian quality of being very welcoming hosts. They will go out of their way to show you a fantastic time (at least what constitutes a fantastic time in their eyes). They’re normally enthusiastic about showing you their company and city, much different than what we’re accustomed to in the West of picking Aunt Selma from Toronto up at the airport.

When I was younger and visiting factories in China while staying at hostels, I used to joke with other budget-conscious travelers who were touring the country just for fun ‘If you want to see the real China and for very cheap, just wear a dress-shirt and tie and pretend like you’re interested in Widgets. You’ll get your hotel, transportation, meal, and entertainment all for free!”

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Useful Links

Blogs & Info

www.qualityinspection.org : Excellent blog regarding ensuring quality shipments in China. Geared towards larger importers, but still excellent.

www.ChinaLawBlog.com : One of the most respected sites regarding Chinese Law for international companies. Lots of other good anecdotes regarding doing business in China.

Importing

US Customs Guide to Commercial Importing : Great detailed overview of the importing process. What to expect, the do’s and dont’s, etc.

Sourcing

www.Alibaba.com: The most popular and well known website for sourcing global suppliers (including non-Chinese). Any foreign company marketing internationally on the internet will likely be on Alibaba.com

www.GlobalSources.com: Same premise as Alibaba.com.

www.SmartChinaSourcing.com : Again, like Alaiba and Global Sources except it has tons of excellent articles.

http://www.generalunion.com.cn: One of the largest trading companies in China. Can accommodate orders of most sizes. Offers an online catalog.

Travel

www.CTrip.com : The ABSOLUTE best site for booking any travel in China (including planes, hotels, etc).

http://www.yachina.com: Not a travel city per se, but this purchasing agent offers an excellent guide to the city of Yiwu.

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Verifying the Identify of a Supplier (And Avoiding Scammers)

If you have nervous feelings about a supplier and have suspicions that they may in fact be a scammer there are some easy steps to take to verify their identity.

-Type the company’s website into web.archive.org which will return a historical snapshot in time of how that company’s website looked over the past several years. If there is a record of the company for a least a couple of years and they’ve consistently sold the same overall products, they’re likely legitimate. However, the opposite isn’t necessarily true- many Chinese companies may have just recently designed their website and there may be no record for even legitimate companies.

- Google their address. I can Google the address of any one of my supplier’s and I’ll get dozens of listings. Legitimate Chinese Suppliers leave their footsteps in the sand of the internet. They have their company listed in countless directories across the web.

-Request a sample. The company should expect you to pay the freight costs and request a bank transfer for this. If they provide you the name of a beneficiary account name along the lines of “XXX Import Export Company” it probably means they’re a legitimate company. Also, if they send the sample, they’re likely not a scammer either.

-Suppliers who have been “Gold Suppliers” on Alibaba for at least 2 years are likely legitimate.

-Always start your orders small and gradually make them bigger. For your first order, make it small enough so that if you do lose your money, you’re not going to be financially ruined. For your second order, make it slightly bigger. After successfully receiving two orders, you’re likely working with a legitimate supplier.
It’s common practice for a buyer who is looking to import hundreds of thousands of dollars of products from a Supplier to start off with a couple of ‘trial orders’ totalling only a couple of thousand dollars.

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