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8 biggest mistakes that Chinese companies commit doing business with Brazil
- 1. Flexibility for SME. Structure for corporations.
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8 biggest mistakes that
Chinese companies make when
doing business with brazil
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- 2. Flexibility for SME. Structure for corporations.
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you have slept in your geography
classes at school
mistake nº1
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I heard Buenos Aires
is very nice. That is
your capital, isn’t?
What is your
capital? Rio de Janeiro
or São Paulo?
Hola, mucho gusto!
Gracias! (speaking
spanish)
Brazil is in
Africa, right?
What language
you speak there?
巴⻄西语吗?
mistake nº1
you have slept in your geography classes at school
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• Brazil is located in South America;
!
• It is the biggest country in the continent
and 5º in the world with 8,515,767 km2;
mistake nº1
you have slept in your geography classes at school
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• Population
is 201,032,714 (5th), density
23.7/km2 (China is 139.6/km2);
!
• GDP $2.422 trillion (5th) and per capita
$12,118 (79th);
mistake nº1
you have slept in your geography classes at school
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• Portuguese (7th language in world);
!
• Brazilian Real (BRL) - 1 R$ = 2.65 RMB;
!
• Dilma Rousseff is our current president
mistake nº1
you have slept in your geography classes at school
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!
• 26 states, Brasília as capital;
!
• Was discovered in 1500 by Portugal;
• Great concentration of wealth on
Southeast Region;
!
• 3/5 of Amazon forest is in Brazil;
!
• 30% of drinkable water in the world
is in Brazil;
mistake nº1
you have slept in your geography classes at school
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• Multicultural people:
•
•
•
•
•
•
47.73% white
43.13% pardo (mixed)
7.61% black
1.09% asian
0.4% Amerindian
!
More than 64% of people are Roman Catholic;
mistake nº1
you have slept in your geography classes at school
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use google translator or try to conquer
brazil just with english
mistake nº2
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负载陷⼊入联邦收⼊入,因为该⽂文
件不是⽤用蓝⾊色钢笔签名。
A carga ficou presa na
receita federal porque a
documentação não foi assinada
com a caneta azul.
mistake nº2
use google translator or try to conquer brazil just with english
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Do you have any idea
of what he means?
mistake nº2
use google translator or try to conquer brazil just with english
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Do you have any idea
of what he means?
let’s make this translation more accurate…
mistake nº2
use google translator or try to conquer brazil just with english
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因为⽂文件没有⽤用蓝⾊色钢笔签
字,所以货物被海关查处了。
A carga ficou presa na
receita federal porque a
documentação não foi assinada
com a caneta azul.
mistake nº2
use google translator or try to conquer brazil just with english
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- 14. Flexibility for SME. Structure for corporations.
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• Less than 1% of the Brazilian population
speak English;
!
• Don't you like when a foreigner speaks
Chinese with you? So do we.
mistake nº2
use google translator or try to conquer brazil just with english
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- 15. Flexibility for SME. Structure for corporations.
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don’t use google translator for
important quotations or media material
mistake nº2
use google translator or try to conquer brazil with only english
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don’t use google translator for
important quotations or media material
really… don’t!
mistake nº2
use google translator or try to conquer brazil with only english
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- 17. Flexibility for SME. Structure for corporations.
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not understanding about Brazilian
social etiquette
mistake nº3
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- 18. Flexibility for SME. Structure for corporations.
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• Men shake hands (like a man);
!
• Men may ‘hug' you if you are close;
!
• Kiss on the cheek (woman with woman) - 1 for SP and 2 for RJ;
!
• Men don’t cheek kiss (like some European or Arab countries)
mistake nº3
not understanding about Brazilian social etiquette
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- 19. Flexibility for SME. Structure for corporations.
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• Most of Brazilian people take shower twice a day and
brush their teeth three times a day;
!
• We use perfume;
!
• As in China, people care about how others will think of
them (clothes, car, watches, bags, etc) - ⾯面⼦子;
!
• Wear office clothes (you don’t need a suit);
mistake nº3
not understanding about Brazilian social etiquette
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- 20. Flexibility for SME. Structure for corporations.
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• I believe you will love Brazilian food, but you
don’t need to demonstrate it loudly in the
table or make any sound with your mouth;
!
• Try not to burp, soak up the noodle or chew
with your mouth opened;
mistake nº3
not understanding about Brazilian social etiquette
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- 21. Flexibility for SME. Structure for corporations.
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• Try to avoid personal questions or comments
when you just have met someone:
•
•
•
•
•
How much is your salary?
How old are you? (for woman)
How many wives you have?
You are so fat!
You are thirty years old and still not married? Why?
mistake nº3
not understanding about Brazilian social etiquette
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- 22. Flexibility for SME. Structure for corporations.
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• Tips? Try to ask about:
•
•
•
•
Ask your customer how he started his business;
Tell him to tell more about the city he lives, where he
comes from in Brazil;
Explore how you two could cooperate more;
Tell more about your company history;
mistake nº3
not understanding about Brazilian social etiquette
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- 23. Flexibility for SME. Structure for corporations.
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neglect how Chinese are seen by
Brazilians
mistake nº4
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- 24. Flexibility for SME. Structure for corporations.
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• Products MADE IN CHINA still don't have a good image
for some people;
!
• Chinese in Brazil may be famous for selling fake and
low quality products;
!
• “No problem, my friend. Of course"
mistake nº4
neglect how Chinese are seen by Brazilians?
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- 25. • Always offer samples, focusing on the quality of your products
and warranty policy;
!
• Understand that shipping products for replacement is not cheap;
!
• Getting new customers is more expensive than keeping old ones;
mistake nº4
neglect how Chinese are seen by Brazilians?
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- 26. Flexibility for SME. Structure for corporations.
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Not understanding how Brazilian
economy can be so protective
mistake nº5
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- 27. Flexibility for SME. Structure for corporations.
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• Brazilians’ Big Mac is the second most expensive in the world;
• Ipad in Brazil is the most expensive in the world;
!
• Mobile phone - the fourth most expensive in a ranking of 161 countries (ONU);
!
• Mobile Internet – among 78 emerging countries the voice and data plan in
Brazil is the most expensive
!
• Rio de Janeiro ranks sixth as having the most expensive hotels in the world,
ahead of cities like Paris and London.
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 28. Flexibility for SME. Structure for corporations.
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• Start to understand that Brazil has it’s own certificates and licenses. Some products may need more than
one;
!
• You will need a rep office in Brazil or a partner if you want to sell your products licensed;
!
• Certification may take 3 to 24 months. If you have CE or FCC, it will be easier;
Eletronic
Eletric parts
Engines
Toys
Cables
Many others
Medical equipment
Cosmetics
Perfume
Medicines
Pharmaceutical
Others
Mobile phones
Telecommunication
Wi-fi products
3G products
Radio devices
Others
Security equipment
required for work
Glasses
Gloves
Helmets
Others
Battery
Tires
Chemical
Harmful and hazards
Others
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 29. Flexibility for SME. Structure for corporations.
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• On import, we have a ‘snowball system’ of taxes, on which we pay taxes over taxes;
!
• This can make a product more than double its price after it is ready to be sold;
!
• Below you will find the main taxes that are involved in an import process for Brazil;
PIS / COFINS
SOCIAL incentive
tax
I.P.I.
Industrialized
product tax
I.I.
import tax
icms
vat sales tax
Federal tax;
Federal tax;
Federal tax;
State tax;
By HS code;
By HS code;
Fixed for import;
By state;
from 0% to 60%
from 0% to 35%
9.25%
from 0% to 19%
!
!
!
!
!
!
!
!
mistake nº5
Not understanding how Brazilian economy can be so protective
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• Let’s simulate how much tax we are going to pay for:
ORDER 400 PCS
!
FREIGHT COST:
USD 2,000
HSCODE 85193000
USD 20,00
!
USD to BRL
1 = 2.3
mistake nº5
Not understanding how Brazilian economy can be so protective
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• Let’s simulate how much tax we are going to pay for a CAR DVD, HS CODE
85193000, 400 unit x USD20 each, USD 10,000 CIF SANTOS (BRL 23,000);
20%
I.I.
import tax
30%
I.P.I.
Industrialized
product tax
9.25%
PIS + COFINS
18% (SP)
ICMS
VAT SALES TAX
TOTAL
(BEFORE CUSTOMS
FEE)
mistake nº5
Not understanding how Brazilian economy can be so protective
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• Let’s simulate how much tax we are going to pay for a CAR DVD, HS CODE
85193000, 400 unit x USD20 each, USD 10,000 CIF SANTOS (BRL 23,000);
20%
I.I.
import tax
30%
I.P.I.
Industrialized
product tax
9.25%
PIS + COFINS
18% (SP)
ICMS
VAT SALES TAX
TOTAL
(BEFORE CUSTOMS
FEE)
BRL 23,000
x 20% II
!
BRL 4,600
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 33. Flexibility for SME. Structure for corporations.
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• Let’s simulate how much tax we are going to pay for a CAR DVD, HS CODE
85193000, 400 unit x USD20 each, USD 10,000 CIF SANTOS (BRL 23,000);
20%
30%
I.P.I.
Industrialized
product tax
I.I.
import tax
BRL 23,000
x 20% II
!
BRL 4,600
9.25%
PIS + COFINS
18% (SP)
ICMS
VAT SALES TAX
TOTAL
(BEFORE CUSTOMS
FEE)
BRL 23,000
+ BRL 4,600 (II)
x 30% IPI
!
BRL 8,460
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 34. Flexibility for SME. Structure for corporations.
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• Let’s simulate how much tax we are going to pay for a CAR DVD, HS CODE
85193000, 400 unit x USD20 each, USD 10,000 CIF SANTOS (BRL 23,000);
20%
30%
I.P.I.
Industrialized
product tax
I.I.
import tax
BRL 23,000
x 20% II
!
BRL 4,600
BRL 23,000
+ BRL 4,600 (II)
x 30% IPI
!
BRL 8,460
9.25%
PIS + COFINS
18% (SP)
ICMS
VAT SALES TAX
TOTAL
(BEFORE CUSTOMS
FEE)
BRL 23,000
+ BRL 4,600 (II)
+ BRL 8,600 (IPI)
x 9.25% PIS/COFINS
!
BRL 3,348.5
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 35. Flexibility for SME. Structure for corporations.
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• Let’s simulate how much tax we are going to pay for a CAR DVD, HS CODE
85193000, 400 unit x USD20 each, USD 10,000 CIF SANTOS (BRL 23,000);
20%
30%
I.P.I.
Industrialized
product tax
I.I.
import tax
BRL 23,000
x 20% II
!
BRL 4,600
BRL 23,000
+ BRL 4,600 (II)
x 30% IPI
!
BRL 8,460
9.25%
18% (SP)
ICMS
VAT SALES TAX
PIS + COFINS
BRL 23,000
+ BRL 4,600 (II)
+ BRL 8,600 (IPI)
x 9.25% PIS/COFINS
!
BRL 3,348.5
TOTAL
(BEFORE CUSTOMS
FEE)
BRL 23,000
+ BRL 4,600 (II)
+ BRL 8,600 (IPI)
+ BRL 3,348.5 (PIS/COFINS)
x 18% ICMS
!
BRL 7,118.73
mistake nº5
Not understanding how Brazilian economy can be so protective
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• Let’s simulate how much tax we are going to pay for a CAR DVD, HS CODE
85193000, 400 unit x USD20 each, USD 10,000 CIF SANTOS (BRL 23,000);
20%
30%
I.P.I.
Industrialized
product tax
I.I.
import tax
BRL 23,000
x 20% II
!
BRL 4,600
BRL 23,000
+ BRL 4,600 (II)
x 30% IPI
!
BRL 8,460
9.25%
18% (SP)
ICMS
VAT SALES TAX
TOTAL
(BEFORE CUSTOMS
FEE)
BRL 23,000
+ BRL 4,600 (II)
+ BRL 8,600 (IPI)
+ BRL 3,348.5 (PIS/COFINS)
x 18% ICMS
BRL 46,667.23
!
50.72 USD p/
pcs
PIS + COFINS
BRL 23,000
+ BRL 4,600 (II)
+ BRL 8,600 (IPI)
x 9.25% PIS/COFINS
!
BRL 3,348.5
!
BRL 7,118.73
mistake nº5
Not understanding how Brazilian economy can be so protective
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TAXES
average
customs FEE
TOTAL
Per piece
400 pcs
20 USD
10,000 USD CIF
10,290.10 USD
1,500 USD
21,790.1 USD
54.47 USD
400 pcs
46 BRL
23,000 BRLCIF
23,667.23 BRL
3,450 BRL
50117.23 BRL
125.29 BRL
172%
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 38. 172%! OMG! THAT IS SO
MUCH!
Is there any way to make these numbers better?
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• Brazil offers different benefits on taxes, which can make an import process much cheaper;
!
• If you establish a company in Brazil, as a foreigner investor you can get even more
•
benefits;
!
If you plan to have an assembly factory in Brazil, you may almost pay NO TAX!
mistake nº5
Not understanding how Brazilian economy can be so protective
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- 42. You just have to use our trade
company in Brazil to get really
good benefits on the import
process.
Ask us how after this presentation.
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Not understanding cultural thoughts
and likes of Brazilian
mistake nº6
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• NOT ALL OF THEM, but many Brazilians like football. If
•
your customer does, you may ask what is his local team;
!
You may also invite a customer to watch a game in a
pub or in the stadium if he is into football. This may
improve your relationship with him;
mistake nº6
Not understanding cultural thoughts and likes of brazilian
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• Carnival happens on february and it’s a national holiday as many others during the year. Each year, a Brazilian has
around 45 days holiday (30 days work vacation included);
!
• Many decisions are affected by that, so don’t expect fast decisions on orders and don’t be surprise with old customers
returning after a long period looking for you to discuss ‘old' requests;
!
• Processes will happen slower before, during and after holidays. Get a list of local holidays to understand and interact
with your customer.
mistake nº6
Not understanding cultural thoughts and likes of brazilian
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• As a catholic country, we celebrate Christmas. That is a very important
date for us, just like the Chinese New Year;
!
• Make sure to send a postal card and gift to your key customers and at
least an email wishing Merry Christmas and Happy New Year;
!
• Different from China, we love to celebrate birthday. Since kids we have a
cake, presents and cards from our family. Make sure to know and make
a call to personally wish a Happy Birthday to your key customer. A gift is
also a good shot;
mistake nº6
Not understanding cultural thoughts and likes of brazilian
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not being open-minded
mistake nº7
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- 48. Is Brazil an important market for
you?
!
Do you want to increase your
presence there?
If your answer is yes, just see our example
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I live in China for 3
years already. But I
don’t speak Chinese.
I hate Chinese food! I
only eat my local
food.
Chinese do
everything in a
different way. They
should do our way.
mistake nº7
not being open-minded
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I don’t have any
Chinese friends. They are
boring and we like different
things.
Why am I not
being successful
selling to
China???
- 50. Flexibility for SME. Structure for corporations.
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I live in Brazil for
3 years already. But I
don’t speak
Portuguese.
I hate Brazilian food! I
only eat my local
food.
Brazilians do
everything in a
different way. They
should do our
way.
mistake nº7
not being open-minded
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I don’t have any
Brazilian friends. They are
boring and we like different
things.
Why am I not
being successful
selling to Brazil???
- 51. Blend in!
!
Be like water like Bruce Lee!
Who has the biggest interest? You or the customer?
- 52. Flexibility for SME. Structure for corporations.
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Try to do everything on your own
mistake nº8
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- 53. Flexibility for SME. Structure for corporations.
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• A natural product that makes your skin
darker without having to go to the beach;
!
• Do you think this would work in China?
!
• "This product sells so well in Brazil, and it is
also very new. I am sure this work in China!
So many people there, if I get 5% of 1.7 bi
people, I am rich! Am I right?"
mistake nº8
try to do everything on your own
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- 55. Flexibility for SME. Structure for corporations.
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• We have heard and seen many products in China that would work very well in Brazil.
But we have also heard and seen many products that Chinese love which would never
work in Brazil;
!
• Is my product already being sold in Brazil? How much is it? What are the most
important features for Brazilian customers? Where should I advertise? How can I make
partnerships with Brazilian companies? How can I find a distributor there? Which region
is the best to launch my products?
!
• Questions like these can all be answered with a market research;
集思⼲⼴广益
mistake nº8
try to do everything on your own
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- 56. Flexibility for SME. Structure for corporations.
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WHAT CAN WE OFFER?
1
2
Be
prepared
!
Understand
the market
!
TRANSLATION
4
TRAINING
3
Open R.O
!
LEGAL, SALES, HR,
ACCOUNTANT
Use our
contacts
!
CLIENTS
DATABASE
mistake nº8
try to do everything on your own
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- 57. Flexibility for SME. Structure for corporations.
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Do everything as everyone does
mistake nº9
COPYRIGHT © China Link Trading 2008 - 2014 © Todos os direitos reservados
- 59. Flexibility for SME. Structure for corporations.
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• Think new ways to do old things!
!
• Explore social media and develop
a better customer relationship and
management;
!
• Train your team for success, keep improving them!
!
• Try to understand what customers need and offer them customized services;
mistake nº9
Do everything as everyone does
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- 60. 3Q!
China Link Group
!
Stephen Meng
stephen@chinalinktrading.com
+86 755 8283-0432
COPYRIGHT © China Link Group 2008 - 2014 © Todos os direitos reservados