Procurement and design in business gifts
Deng Tao
A gift is something that the recipient likes but is reluctant to buy, or likes but can't buy. Gifts can usually be divided into: promotional gifts, business gifts, conference present, welfare gifts, holiday gifts, etc. This paper mainly discusses the procurement and design of business gifts.
What is business gifts? Business gifts is a commemorative gift given by the government, enterprises and institutions to strengthen feelings, cultural exchanges with foreign countries and image display. Business gifts usually has the logo or name of the donor on the product. If the culture of the giver can be integrated into the gift, it can not only achieve the purpose of emotional exchange and consolidate the relationship between the two sides, but also spread the image of the giver. For enterprises and institutions, it is the spread of brands, and for the government, it is the spread of regional culture.
What products are suitable for business gifts? There are two types of products suitable for business gifts. The first category is conventional products, such as: high-grade post-it notes, business card holders, notebooks, pens, high-grade mouse pads, multifunctional mice, watches, radios, purses, belts, wallets, key chains, key bags, lighters, ties, stamp albums, antique stone carvings, seals, coin books, pure gold and sterling silver commemorative medals (. Among them, various arts and crafts include: ceramic arts and crafts, carving arts and crafts, traditional arts and crafts, glass arts and crafts, crystal arts and crafts, stone arts and crafts, shell arts and crafts, natural arts and crafts, clay arts and crafts, gem and jade arts and crafts, wood arts and crafts, resin arts and crafts, religious arts and crafts, antique arts and crafts, metal arts and crafts, plastic arts and crafts, silk arts and crafts, etc. The second category is customized products, that is, products customized for cities, enterprises, institutions or individuals. City customized products refer to: high-grade tourist souvenirs, century-old products of the city, products made by traditional crafts formed all the year round in the city, and unique material resources owned by the city. Customized products of enterprises and institutions refer to products designed with the theme of enterprise and institution logos (such as trademarks and names), enterprise culture, enterprise architectural symbols, enterprise mascots, enterprise attributes, enterprise leaders, enterprise products and business activities; Personal customized products refer to products specially selected or designed for giving important items, which are printed with the name, zodiac, birthday, images and preferences of the items.
Let's focus on the design of customized products in business gifts.
(1) city customized products:
City customized products are mainly suitable for giving to foreign guests. The design content of products can be based on the city's landmark buildings, folk customs, anecdotes, folklore, historical figures, historical sites, urban features, natural scenery and so on. , reflecting regional characteristics, with commemorative, artistic, practical, portable, fine workmanship, novel, using local characteristic materials and traditional crafts as much as possible. For example, the "Three Tans" in Hangzhou, the "Great Wall" in Beijing, the Forbidden City, the Terracotta Warriors in Xi, the "Oriental Pearl" in Shanghai and other materials, such as the rain flower stones in Nanjing, the teapot in Yixing and the Xiuyan jade carving in Anshan, can all be used as customized products of the city and are the best business gifts for foreign guests.
This paper introduces a business gifts developed and customized by Hangzhou Vanke Gift Company for Hangzhou-"Guyun Qiantang", which collects ancient monuments and coins in Hangzhou. The orientation of this gift is to show the world the status of Hangzhou as a famous historical and cultural city. Both Chinese and English emphasize three "truthfulness"-historical sites (not modern buildings), ancient money (not imitations) and calligraphy (not words in computer fonts) for celebrities to write about historical sites. The selected historic site did not follow the conventional "Ten Scenes of West Lake", but excavated the 5,000-year history of Hangzhou, showing one of the sources of human civilization-Liangzhu culture, the world's first society-Xilong printing house, the places where the stories of the four famous China folklores "The Legend of the White Snake" and "Liangzhu" took place-Leifeng Tower, Song Wan Academy, and "Red-crowned Merchant" Hu Xueyan-Hu Qing. How many people have passed on an ancient coin, and how many touching stories have happened! It is really "ancient money and historical sites are connected, and humanities and nature complement each other."
"Ancient rhyme Qiantang" adopts the form of opening in the middle. A symmetrical statue of Liangzhu jade opens a door to the history of Hangzhou, and the words are so magnificent:
"On the coast of the East China Sea, the Qianjiang River is surging, the waves are scouring, and the ancient capital of China is elegant.
Hangzhou, the sixth ancient capital of China (called Qiantang in ancient times), is where Liangzhu culture, one of the sources of human civilization, took place and lasted for more than 5,000 years. Qiantang County was established in Qin Dynasty, which has a history of more than 2,200 years. ..... Liangzhu, Qiantang River, Xizi Lake, Grand Canal, these five thousand-year charms written for the ancient capital are dazzling and can be called the treasures of Chinese civilization. "
Wang Guoping, member of the Standing Committee of Zhejiang Provincial Party Committee and secretary of Hangzhou Municipal Party Committee, immediately sent the Deputy Secretary-General of the municipal government to Hangzhou Vanke Gift Company to purchase a large number of products. Later, other departments of the Hangzhou municipal government also came to order, and the limited edition of 3,000 copies was robbed.
It can be seen that tailor-made business gifts will produce different gift-giving effects, and the effect of gift-giving does not depend entirely on the value of the gift, but mainly on the preferences of the recipient. Just like Professor Mao, a historian and member of the Ninth the National People's Congress Standing Committee (NPCSC), after carefully studying the products, he held the hand of the chairman of Hangzhou Vanke Gift Company and said, "You have made a contribution to Hangzhou".
Therefore, through planning and design, business gifts can better convey the feelings that the giver needs to express, and the receiver can remember these feelings more easily. In business gifts's daily procurement, buyers often do not pay attention to product planning, adopt "takenism", and only pay attention to comparing product prices without paying attention to planning. Judging from the final gift effect, this is a "waste" rather than a "saving" purchase cost.
(2) Customized products of enterprises and institutions:
Business gifts customized for enterprises and institutions should first consider the gift-giving object and procurement budget. For example, a branch-level bank celebrated its 10 anniversary. Traditionally, the 10th anniversary celebration will send a beautiful brochure, which mainly introduces the bank's business philosophy, performance and business scope. However, such a beautiful booklet is often discarded and wasted by the donee because it has no use value or collection value, and even the content may not be read from beginning to end. In addition, it is inevitable to give a gift at a reasonable price at the anniversary celebration. In view of the above situation, Hangzhou Vanke Gift Company submitted a plan for the 10th anniversary celebration gift to the bank, combining the exquisite brochure with the opening gift-making the fourth set of coins with the same number at the end of RMB. It not only has collection value, but also publicizes the branches in the currency book. At the same time, through the detailed introduction of the fourth set of RMB, the understanding of coins has been increased, which is a veritable banking gift and saves the overall cost.
(3) Personal product customization:
For customized products, we can consider what gifts to give from the perspectives of the name, zodiac, birthday, image and preferences of the gift giver. In the practice of gift-giving, if business gifts is personalized, the effect is that the recipient feels a kind of concern and care for him or her, which is a gift from the heart. Especially those who often receive gifts, receiving gifts is "numb" and has no feeling. At this time, if someone sends a customized personalized product, then the recipient will definitely remember this intention.
Here is a case, namely "China surname culture pen". Everyone wants to know the origin of their surnames and where their ancestors are, and they all have the mentality of "confessing their ancestors to their ancestors". It is not only a personal account, but also a profound understanding of clan and even national history. The personalization of this product is mainly manifested in: ① informing the source of the recipient's surname; ② The name of the recipient is cast on the pen cover; (3) The seal of the recipient's name and telephone characters is hidden in the pen container. Atomic chapter is easy to use and has the function of a simple business card. Usually, some gift recipients have the habit of refusing gifts, but after receiving this personalized gift of "returning to their ancestral home", they only said, "It won't happen again!" I accepted the gift.
Let's talk about the procurement procedures in business gifts:
(1) The purchaser shall set up an evaluation team composed of the purchasing director, the purchasing manager and the gift using department of the unit to evaluate the supplier's qualification. The assessment adopts the method of average score after independent scoring, and the assessment personnel are generally 5-7 people; (2) Confirm supplier qualification: check the validity of supplier's business license and tax registration certificate; Visit the supplier's office to inspect the enterprise scale, corporate culture concept, corporate image, product display, staffing, after-sales service, logistics and distribution, etc. And evaluate the management level of suppliers from various details; (3) Evaluate the successful cases and supporting materials undertaken by suppliers, especially the control, planning and supply capabilities of large-scale activities; Search the name or font size of the enterprise on the network search engine to understand the social credibility, enterprise integrity, reputation and word of mouth of the supplier, and make corresponding in-depth investigation; From the selection results of the national trade association, we can know the position of suppliers in the national industry. At present, there are two national associations in the gift industry, one is the China Etiquette Supplies Industry Association, and the other is the Gift Industry Chamber of Commerce of the All-China Federation of Industry and Commerce. Generally, 2-3 gift suppliers who are confirmed to be qualified for supply will be selected for long-term cooperation; (4) In daily purchasing, the gift user department puts forward the product demand (that is, the selected product), and then the purchasing department compares the prices among several pre-selected gift companies; In order to prevent black-box operation and malicious competition from driving down the price, the supplier will close the quotation sheet in writing for products of the same quality, and the quotation will be valid once. At the same time, open the quotation and choose the supplier of this batch of gifts. For the newly selected suppliers, we should first place small orders for trial orders; ④ For custom-designed products, it is best to agree on the design fee first (for example, 5%- 10% of the final supply price), which is beneficial for suppliers to really pay attention to product planning and design. Separating the design from the actual price of supply will help the buyer to obtain a truly effective and cheap business gifts.
To sum up, through planning and design, the gift effect of business gifts can be improved; Standardized procurement procedures can control the cost of business gifts. Give consideration to both, and you can get a truly affordable business gifts.