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LEAPING ACROSS THE SEA AN INTRODUCTION TO WORKING WITH THE FAR EAST WRITTEN BY AMBER G. CHRISTENSEN-SMITH

Y

ou’ve established an amazing product and the locals are in love with it. So, where can you take it next? The

European market holds promise for savvy craft products but is growing more and more saturated every day.

Perhaps you’ve heard about the demand for aged spirits in India, but have yet to see the progress everyone seems to be promising for American spirits there. Finally, you’re noticing some serious interest and growth in nations such as China and Korea. Great, now how do you get your item into the hands of Eastern consumers? Joel Flachs of East-West Advisors Group recently shared some points of interest in getting your product to Far East consumers. His business has worked with various industries, helping them bridge the gap from the US to East Asian countries and back. With his guidance, we’ve learned some essential lessons that you can consider when trying to export a craft distilling product to China, Korea, or other East Asian nations. It is essential to think through the real process of getting your product overseas. There are many items you will need to consider should you decide an East Asian market is right for your brand. With this, we introduce to you:

FIVE THINGS TO CONSIDER WHEN EXPORTING TO THE FAR EAST

1

BUILD RELATIONSHIPS.

Flachs shares

with your own business and products. It may sound cliché, but

this anecdote: “A Chinese business colleague called me

“who you know” is more important than ever when working with

once and wanted to arrange the purchase of saw blades from

Asian businesses.

Germany. He had the German contact person’s phone number,

2

When working in China, finding a way to make businesses and

HAVE A UNIQUE & IDENTIFIABLE PRODUCT WITH AN INTERESTING BACK STORY. Like their American counterparts,

individuals feel comfortable with you is incredibly important.

Chinese customers are interested in unique products that

You need to take the time to get to know who you will be working

can grab their attention. “Just like everywhere else, they like

with on a personal level to gain their trust and build comfort

to brand themselves up,” shares Flachs. “The urge to follow

address, and pricing. I asked him why he didn’t just directly call the German contact and his reply was, ‘But Joel, we know you.’”

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