外贸函电-Unit-5国际贸易还盘和回复还盘信函课件.ppt

1、Unit 5: Count-Offer Unit Five 学习目标学习目标了解还盘和返还盘的基本知识；了解还盘和返还盘的基本知识；熟悉还盘和回复还盘信函的内容结熟悉还盘和回复还盘信函的内容结 构、写作原则及常用表达；构、写作原则及常用表达； 能根据不同情境撰写还盘信函。能根据不同情境撰写还盘信函。Unit Five 本讲内容本讲内容Section 1: IntroductionSection 2: Writing Principles of A Counter-Offer LetterSection 3: Specimen Letters Unit Five Section 1：Introd

2、uction 还盘的概念和特点还盘的概念和特点还盘的规律还盘的规律返还盘的概念返还盘的概念Unit Five Section 1：Introduction还盘还盘(Counter-offer)，又称还价，又称还价。在国际。在国际商务交流谈判中，当买方收到卖方的报商务交流谈判中，当买方收到卖方的报盘以后，如果不接受或者不能完全接受盘以后，如果不接受或者不能完全接受其交易条件，就需要进一步洽谈。买方其交易条件，就需要进一步洽谈。买方可以针对价格、支付方式、装运期等主可以针对价格、支付方式、装运期等主要交易条件进行修改或提出不同的建议要交易条件进行修改或提出不同的建议。 Company LogoUn

3、it Five Section 1：Introduction还盘的实质：还盘的实质： 还盘实质上构成对原发盘的某种程度的还盘实质上构成对原发盘的某种程度的拒绝，也是受盘人以发盘人的地位向原拒绝，也是受盘人以发盘人的地位向原发盘人提出的一项新发盘。因此，一项发盘人提出的一项新发盘。因此，一项发盘经受盘人的还盘后即失去效力，发发盘经受盘人的还盘后即失去效力，发盘人不再受其约束，除非得到原发盘人盘人不再受其约束，除非得到原发盘人的同意，受盘人不得在还盘后反悔，再的同意，受盘人不得在还盘后反悔，再接受原发盘接受原发盘 Company LogoUnit Five Section 1：Introducti

4、on 还盘规律还盘规律: 一般说，一方的发盘经对方改变了内一般说，一方的发盘经对方改变了内容，还盘以后就应视为失效，发盘人不容，还盘以后就应视为失效，发盘人不再受原发盘的约束；同时，接盘人在还再受原发盘的约束；同时，接盘人在还盘中对原发盘有任何一点的改变，或对盘中对原发盘有任何一点的改变，或对原发盘有任何一点的减少和增加，都是原发盘有任何一点的减少和增加，都是对原发盘的拒绝；接盘人在还盘以后又对原发盘的拒绝；接盘人在还盘以后又愿意接受原发盘，发盘人既可以确认，愿意接受原发盘，发盘人既可以确认，也可以拒绝。也可以拒绝。 Company LogoUnit Five Section 1：Introd

5、uction 受盘人在收到发盘后，有两种处理办法：受盘人在收到发盘后，有两种处理办法：1）完全同意发盘所提出的交易条件，并）完全同意发盘所提出的交易条件，并及时向对方发出接受通知，这就是所谓及时向对方发出接受通知，这就是所谓达成交易；达成交易； 2）不同意发盘人在发盘中所提出的条件）不同意发盘人在发盘中所提出的条件，并向发盘人提出自己的修改条件，这，并向发盘人提出自己的修改条件，这就是所谓的还盘。就是所谓的还盘。 Company LogoUnit Five Section 1：Introduction返还盘返还盘(Counter-counter-offer)的概念的概念 还盘是对报盘的否定。还

6、盘一经作出，原发还盘是对报盘的否定。还盘一经作出，原发盘即失去效力，发盘人不再受其约束，也就盘即失去效力，发盘人不再受其约束，也就是说还盘就是受盘人向原发盘人提出的一项是说还盘就是受盘人向原发盘人提出的一项新发盘。原来的发盘人（新发盘。原来的发盘人（offeror）变成了现）变成了现在的受盘人，而原来的受盘人（买方或进口在的受盘人，而原来的受盘人（买方或进口商）变成了现在的发盘人。在这种情况下，商）变成了现在的发盘人。在这种情况下，新的受盘人（卖方或出口商）可能同意也可新的受盘人（卖方或出口商）可能同意也可能不同意还盘里的交易条件。如果卖方拒绝能不同意还盘里的交易条件。如果卖方拒绝其中的交易条

7、件，这就称为返还盘。其中的交易条件，这就称为返还盘。Company LogoUnit Five Section 2： Writing Principles of A Counter-Offer Letter 国际贸易还盘信函的基本内容、写作要点国际贸易还盘信函的基本内容、写作要点 国际贸易还盘信函的常用表达国际贸易还盘信函的常用表达Unit Five Section 2： Writing Principles of A Counter-Offer Letter 国际贸易还盘信函的功能在于买卖双方协国际贸易还盘信函的功能在于买卖双方协商一些具体条件，因此，一定要做到信息商一些具体条件，因此，一定

8、要做到信息内容正确、结构明确、叙述清楚。一般说内容正确、结构明确、叙述清楚。一般说来，还盘信函主要包括如下内容：来，还盘信函主要包括如下内容： 1. 感谢对方的报盘，并简要重复信函的主感谢对方的报盘，并简要重复信函的主 要相关内容；要相关内容； 2. 表达遗憾不能接受报盘表达遗憾不能接受报盘/还盘；还盘； 3. 解释不能接受的理由；解释不能接受的理由；Company LogoUnit Five Section 2： Writing Principles of A Counter-Offer Letter 4. 还盘还盘/反还盘，提出具体的修改建议；反还盘，提出具体的修改建议； 5. 希望还盘或

9、反还盘被接受，表达互惠希望还盘或反还盘被接受，表达互惠合合 作的愿望。作的愿望。Company LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter 还盘常用短语还盘常用短语: on counter-offer） counter-offer 还盘还盘 counter-counter-offer 反还盘反还盘 trade agreement 贸易协定贸易协定 favorable terms 优惠条件优惠条件 total quantity 总量总量 minimum quantity 最低购买量最低购买量Compan

10、y LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter firm offer 实盘实盘 non-firm offer 虚盘虚盘 price of factory 厂价厂价 price per unit 单价单价 extra price 附加价附加价 gross price 毛价毛价Company LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter submit an offer 提交报盘提交报盘 renew an offer

11、, to reinstate an offer 恢复报盘恢复报盘 entertain your counteroffer 考虑接受你方还盘考虑接受你方还盘 the prevailing market level 目前市场价格水平目前市场价格水平Company LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter常用句子常用句子:(1) Our price is reasonable compared with that in the international market. 我们的价格和国际市场的价格相比还是

12、合理的我们的价格和国际市场的价格相比还是合理的。(2) Your price is higher than those we got from elsewhere. 你们的价格比我们从别处得到的报价要高。你们的价格比我们从别处得到的报价要高。Company LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter(3) In respect to quality, I dont think that the goods of other brands can compare with ours. 在质量方面，其他牌

13、号的商品很难和我们的相比。在质量方面，其他牌号的商品很难和我们的相比。(4) In order to conclude the transaction, I think you should reduce your price by at least 5%. 为了促成交易，我认为你们至少得让为了促成交易，我认为你们至少得让5%才行。才行。(5) This is our rock-bottom price; we cant make any further reduction. 这是我方的最低价格，我们不能再让了。这是我方的最低价格，我们不能再让了。Company LogoUnit Five S

14、ection 2：Writing Principles of A Counter-Offer Letter(6)If you have taken everything into considerations, you may find our quotation lower than those you can get elsewhere. 如果把各种因素都加以考虑，您会发现我们的报价比别处如果把各种因素都加以考虑，您会发现我们的报价比别处的报价要低。的报价要低。(7)Its absolutely out of the question for us to reduce our price

15、to your level. 我们不将价格降到你方要求的那么低。我们不将价格降到你方要求的那么低。(8)This offer is based on an expanding market and is competitive.此报盘着眼于扩大销路而且很有竞争性。此报盘着眼于扩大销路而且很有竞争性。Company LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter(9)The profit margin for these products is so thin that any price reductio

16、n would make business transactions pointless. 这些产品的利润很薄，任何降价都会使生意失这些产品的利润很薄，任何降价都会使生意失去意义。去意义。(10) In order to conclude the transaction, we accept your price. 为了达成交易，我们接受你方的价格。为了达成交易，我们接受你方的价格。Company LogoUnit Five Section 2：Writing Principles of A Counter-Offer Letter(11)In view of our long-standin

17、g business relations, we decide to accept your counter-offer as an exceptional case. 考虑到我们长期的业务关系，我们决定破例考虑到我们长期的业务关系，我们决定破例接受你方的还盘。接受你方的还盘。(12)We may accept your price only if you can make an earlier shipment. 如果你们答应提前交货，我们可以接受你方如果你们答应提前交货，我们可以接受你方的价格。的价格。Company LogoUnit Five Section 3: Specimen Le

18、ttersLetter 5.1 下面是一封由出口商写给进口商的下面是一封由出口商写给进口商的还盘信函还盘信函 Dear Sirs, We acknowledge with thanks receipt of your enquiry of March 15, and are pleased to hear that you are interested in our porcelain wares. （本段主要感谢对方的询盘）（本段主要感谢对方的询盘） In the letter, you asked us for a special price discount of 3% of the p

19、rice list. While appreciating your order, we feel we must point out that our listed prices have already been cut to the minimumCompany LogoUnit Five Section 3: Specimen Letters possible, and our goods are unobtainable elsewhere at our rate. We are sure the good quality of our products and reasonable

20、 price will equip you with great competitive edge in your market.（还盘）（还盘） We should, however, be pleased to allow you the requested 3% if you care to raise your order to 3 000 sets and we await your confirmation before putting the matter in hand.（提出具体的修改建议（提出具体的修改建议 With our best regards.（结束语）（结束语）

21、Yours faithfully, （Signature）Company LogoUnit Five acknowledge v. 承认；告知收承认；告知收到（信件等）到（信件等） Examples:He finally acknowledged that they had been defeated.他终于承认他们被击败。他终于承认他们被击败。We must acknowledge his letter.我们必须通知他收到了他的来信。我们必须通知他收到了他的来信。Company LogoUnit Five order n. 订单（用作名词时可与订单（用作名词时可与动词动词send, give

22、, make等搭配等搭配） vt. 订购订购 Examples:If you reduce your price by 3, we will send you an order immediately. 如你方能将价格降低如你方能将价格降低3，我们将立即发送订单。，我们将立即发送订单。For your “Goldlion” Brand Bicycles, wed like to order 1 000 pieces. 关于你方的金狮牌自行车，我方乐意订购关于你方的金狮牌自行车，我方乐意订购1000辆辆。 Company LogoUnit Five point out 指出，指明指出，指明Exa

23、mples:point out a mistake 指出错误指出错误I must point out that further delay would be unwise.我必须指明再延误就要吃大亏了。我必须指明再延误就要吃大亏了。Company LogoUnit Five minimum adj. 最小的，最低的最小的，最低的 maximum adj. 最高的，最大的最高的，最大的Examples:minimum quantity 最低购买量最低购买量minimum price 最低价格最低价格minimum lending rate 最低利率最低利率minimum wage 最低工资最低工

24、资maximum temperature 最高温度最高温度Company LogoUnit Five Section 3: Specimen LettersLetter 5.2 这是一封由买方写给卖方的还盘信函，在这是一封由买方写给卖方的还盘信函，在信中，买方要求卖方降低价格信中，买方要求卖方降低价格 Dear Sirs, Your Offer No.146 for QINDAO-LIEBHERR Refrigerators We have received your offer No.146 offering us 2 500 sets for three designs of the su

25、bject article. (收到对方的报盘并简要重复信函的主要相关内容收到对方的报盘并简要重复信函的主要相关内容) In reply, we regret to inform you that our clients find your price much too high. InformationCompany LogoUnit Five Section 3: Specimen Letters indicates that some kinds of the said articles made in other countries have been sold here at lev

26、el about 5% lower than that of yours. (表达遗憾不能接受报表达遗憾不能接受报盘盘 ) We do not deny that quality of your products is slightly better, but the difference in price should, in no case, be so big to step up the trade, we counter offer as follows, subject to your reply here by 5 p.m. our time, February18: US$ 4

27、00.00for BYD212 US$ 365.00 for BYD157Company LogoUnit Five Section 3: Specimen Letters US$ 375.00 or BYD219 （本部分解释不能接受报盘的理由（本部分解释不能接受报盘的理由 ） As the market is of keen competition, we recommend your immediate acceptance. （ 希望希望还盘被接受）还盘被接受） Yours faithfully, (Signature)Company LogoUnit Five Section 3:

28、Specimen Letterscounter-offer v. & n. 还盘，还价还盘，还价 Examples: The price you counter-offer is not in line with the prevailing market. 你方还盘价格与市场价不符。你方还盘价格与市场价不符。 We are sorry to tell you that we can not accept your counter-offer. 非常抱歉地告诉你方，我方不能接受你方还非常抱歉地告诉你方，我方不能接受你方还价。价。Company LogoUnit Five Section 3:

29、Specimen Letterskeen competition 激烈的竞争激烈的竞争 Examples: keen 用于商业信函中，常见表达有：用于商业信函中，常见表达有： keen interest 强烈的兴趣强烈的兴趣 keen price 薄利的价格薄利的价格，低价，低价Company LogoUnit Five Section 3: Specimen LettersLetter 5.3 这是一封由出口商写的接受还盘的信函这是一封由出口商写的接受还盘的信函 Dear Sirs, We have received your offer of April 15 and regret tha

30、t you have turned down our counteroffer. (表达遗憾对方没能接受还盘表达遗憾对方没能接受还盘) As we are in urgent need of the goods and anxious to conclude the business with you, we have made our every effort to persuade our client to accept your offer of $32.00 per piece. Fortunately, our customer in Vancouver has changed h

31、is mind and approached us again with an order for 4 000Company LogoUnit Five Section 3: Specimen Letters dozen of the above goods on your terms.（本段主（本段主要解释接受还盘的理由要解释接受还盘的理由 ） We are very pleased to have been able to finalize this initial business with you after protracted exchange of correspondence,

32、 and look forward to your sales contract, upon receipt of which, we will open the relative L/C without delay.（表达互惠合（表达互惠合作的愿望）作的愿望） Yours faithfully, (Signature)Company LogoUnit Five Section 3: Specimen Lettersturn down v. 拒绝，回绝拒绝，回绝 Examples: They turned town his proposal. 他们拒绝了他的提议。他们拒绝了他的提议。 He t

33、ried to join the army but was turned down because of poor health. 他想参军，但因身体不好被拒绝。他想参军，但因身体不好被拒绝。 Company LogoUnit Five conclude the business 达成交易达成交易也可用也可用 close business, come to terms, come to business.Examples: We are glad to have concluded this transaction with you. 我们很高兴和你们达成了这笔交易。我们很高兴和你们达成了这笔

34、交易。 Company LogoUnit Five Section 3: Specimen LettersFinalize v. 完成，达成完成，达成 Examples: finalize the business = conclude the business 达成交易达成交易 finalize ones plan 把计划确定下来把计划确定下来Company LogoUnit Five protract v. 延长，拖延延长，拖延 Lets not protract the debate any further. 我们不要再继续争论下去了我们不要再继续争论下去了Company LogoExa

35、mples: Section 3: Specimen LettersUnit Five Section 3: Specimen Letters Letter 5.4 这是一封由进口商写的还盘信函。这是一封由进口商写的还盘信函。 Dear Sirs, We thank you for your quotation of February 3 for 1 000 sets of Panasonic 118 Color TV. We find your price as well as delivery date satisfactory, however we would give our sug

36、gestion of an alteration of your payment terms. （感谢对方的报（感谢对方的报盘，并简要重复信函的主要相关内容）盘，并简要重复信函的主要相关内容） Our past purchase of other household electrical appliances from you has been paid as a rule by confirmed, irrevocable letter of credit at sight. On Company LogoUnit Five Section 3: Specimen Letters this

37、basic, it has indeed cost us a great deal. From the moment to open credit till the time our buyer pay us, the tie-up of our funds lasts about four months. Under the present circumstances, this question is particularly taxing owing to the tight money condition and unprecedented high bank interest.（要求

38、更换（要求更换支付方式）支付方式） In view of our long business relations and our amicable cooperation prospects, we suggest that you accept either “Cash againstCompany LogoUnit Five Section 3: Specimen Letters Documents on arrival of goods” “Drawing on us at 60days sight”.（还盘，提出具体的建议）（还盘，提出具体的建议） Your first priorit

39、y to consideration of the above request and an early favorable reply will be highly appreciated. （表达希望尽快得到回复（表达希望尽快得到回复的愿望）的愿望） Yours faithfully, (Signature)Company LogoUnit Five Examples: As a rule, we give our agents 3 of commission. 通常我们给代理商通常我们给代理商3的佣金。的佣金。Company Logoas a rule = usually 通常 Sect

40、ion 3: Specimen LettersUnit Five taxing a. 难以负担的，使人感到有压力的难以负担的，使人感到有压力的 Such an amount is taxing for a firm of moderate means. 这样一笔数额对一个中等财力的商号是这样一笔数额对一个中等财力的商号是有压力的。有压力的。Company LogoExamples: Unit Five tight a.（钱、商品等）紧的，难得到的（钱、商品等）紧的，难得到的 Examples: tight money 银根紧银根紧 tight-up of funds 占有资金占有资金Compa

41、ny Logo Unit Five Company Logocash against documents on arrival of goods 货到后凭单付款，简称货到后凭单付款，简称CAD（Cash Against Documents) （凭单付款是从买方角度说的，（凭单付款是从买方角度说的，即买方付款是以卖方提供一定的即买方付款是以卖方提供一定的单据为条件。）单据为条件。） Unit Five draw v. 开出（汇票）开出（汇票）常用表达为：常用表达为：1)draw(a draft) on sb. for开出向某开出向某人索取人索取的汇票；的汇票；2)draw on sb. agai

42、nst sth.这个结构，这个结构，表示开出汇票向某人索取某笔款项表示开出汇票向某人索取某笔款项 3)drawings n. pl. 用汇票支取的金额用汇票支取的金额 Company LogoUnit Five Examples: As agreed, we are drawing (a draft) on you for the value of this sample shipment. 按照商定，对这批样货的价款，我们开出汇票向你方索取按照商定，对这批样货的价款，我们开出汇票向你方索取。 As agreed, we are drawing on you at sight against

43、your purchase of a sample lot. 按照商定，对你方所购样货我们开出即期汇票。按照商定，对你方所购样货我们开出即期汇票。 Your letter of credit is to allow 5 more or less in drawings. 你方信用证应准许在收款时有你方信用证应准许在收款时有5的上下幅度。的上下幅度。Company LogoUnit Five Section 3: Specimen Letters Letter 5.5 这是一封由卖方要求买方合理定价这是一封由卖方要求买方合理定价的还盘信函。的还盘信函。 Dear Sirs, We learn f

44、rom your letter of May 12, in which you think that our price for the subject article is found to be on the high side.（简要重复信函的主要相关内容（简要重复信函的主要相关内容 ） Much as we would like to cooperate with you in expanding sales, we are regretful that we just cannot see our way clear to entertain your counter-offer,

45、as the price we quoted isCompany LogoUnit Five Section 3: Specimen Lettersquite realistic and your counter-offer is under our cost, because the raw material itself has been increased very much. As a matter of fact, we have received a lot of orders from various sources at our level. Moreover, after i

46、nvestigation to your market, we trust that it will not be difficult for our products to get a footing in your local market if you should manage to do some marketing work.（遗憾不能（遗憾不能接受还盘并解释不能接受的理由）接受还盘并解释不能接受的理由）If you see any chance to do better, please let us know. On account of a limited supply ava

47、ilable Company LogoUnit Five Section 3: Specimen Lettersat present, we would ask you to act quickly. In the meantime, please keep us posted of developments at your end. Please rest assured that we would always do our best to help you and promote the sales of our goods in your area. （希望还盘被接受，表达互惠合作的愿

48、（希望还盘被接受，表达互惠合作的愿望）望） Yours faithfully,(Signature)Company LogoUnit Five find sth. to be on the high side = sth. is found to be on the high side 认为认为偏偏高高 Examples:The house price in China is found to be on the high side.中国的房价有点偏高。中国的房价有点偏高。Company LogoUnit Five see our way clear to/doing sth. 有可能或有意做

49、某事有可能或有意做某事 Examples: We can not see our way clear to increase (increasing) the quantity. 我们不能增加数量了。我们不能增加数量了。 Company LogoUnit Five entertain = be ready to consider 准备考虑准备考虑 Examples: We dont entertain to reduce our price. 我们不准备考虑降价。我们不准备考虑降价。Company LogoUnit Five see any chance to do better 有机会做得有

50、机会做得更好更好 “do better” 做得更好，不一定指价格方面做得更好，不一定指价格方面Examples: If you see any chance to do better later on, please let us know. 将来能出更好的价格，请告知我方。将来能出更好的价格，请告知我方。 The price has been the lowest, we cannot do better. 此价格已是最优价，我们不能再让步。此价格已是最优价，我们不能再让步。 Company LogoUnit Five 本讲知识要点总结本讲知识要点总结还盘（还盘（Counter-offer）