Dear XXXX,

Thanks for your kind patient with my this email. I hope which will help in some way.

Firstly I’d like to say you are not the first one to tell us XXXX was their main competitor or biggest competitor. I do believe XXXX is many of Australian companies’ competitors with their current comprehensive strength. Let’s say if we want to beat them . We need to know them well and find the possibility of winning them. Here below is what I’ve gotten to know, Let’s discuss and share the information we know each other.

What XXXX has :

· Factory

· Advanced printing machines from Germany 

· Warehouse to stock the various of materials, hardwares and accessories.

· Numbers of workers

· Full range of products line. 

· Very professional website 

· One-stop service including free design on line, 24hr production ,on line system

· I could see their market via some social medium like Facebook. 

· I think they should also go to the AU local show. Do you know how they market their Brand? do they do the Google SEO ?

Andrew, anything else you know about them ? Please share with me .  Thanks

By contrast, What XXXX has :

· Could you please tell me your current company organization structure ?  

· How many people are working for you now ? 

· I think you do the marketing and advertising by yourself ? So by which marketing tunnel ? google ? email marketing ? social medium ? visiting or call ? 

· Do you have your own designer ?

Please try to share more about your company with me if you don’t mind . Thanks. I Personally think the only way to compete with them is to build your own advantages and differentiation from them . 

Here below is the advantages of XXXXs in my opinion basing of what I have gotten known of your company .

XXXX is a heavy-asset company ,You are a light asset company . which means lots . You have much bigger space and flexibility for the pricing power to serve different customers .

You could focus your cash on marketing and advertising or related to the customers’ services .

For the products range, Despite their products range is wider than yours but seems their part of products belong to the promotion such as name cards, boxes ,labels and so on .  That means you have different products category from theirs . You have very obvious products positioning mainly in the flag banner and display. I think it is very important. which will result in different output proportion for instance they have to bear more financial pressure to purchase and stock all of their wide range products’ raw material stock and more time to work around their different suppliers especially if any problems .that will be really hard to communicate.  But you don’t need to worry about this . you just need to find a supply partner ,Who could be strong,trusty and has rich experience in this industry .This business partner could focus on the supplying and could have you main in the marketing . Surely I hope China flag makers is your this supplier of consideration .:) 🙂  I definitely have full confidence on that . 

Any more idea of your advantages ? Please try to let me know . Thanks

How to work it out?

Firstly keep the light-asset business,Since we have lots of successful examples in past 15 years,That are very similar with your current situation .

Regarding the products, I like to suggest you could try to set a big item (Which means this big item you have the most competitive price in your market , you have widest range of available material full series of products , have very short delivery and so on, The ultimate purpose of build a big item is to establish differentiation, change the minds of customers and let them know if they want to buy the table cover . they will immediately think of XXXX). With these factors. I like to suggest this big item could be table cover. 

After learning XXXX’ website, I found they only have one material one type of table throw . But we have 22 types of table cover with multi-material options as you could see on our online shop. Here below is the screen shots from our site for your reference.

If you agree with me about this idea,Please send me the logo design you like to show on all of below table covers. Then I will arrange to finish the products images within 24 hours to send to you . then you could update to your website in short time . Please kindly let me know .  Via big item

For the all table cover price. I have talked with our CEO Kevin and We could support to lower 3% base of your current 16% discount if you like to get started this idea .

Via big item program, I think you could attract some new customers , So once they have nice experience to work with you beginning from table cover . if they have any other flag banner or display products request. I think you will be the first one they want to work with . At that time your brand reputation will become stronger .

Or you like to consider the feather flag or tent as the big item ? Let me know anyway . Thanks

Concerning the marketing campaign, I am not sure what is your current main way for marketing . I think if you know XXXX’ marketing tunnel. You could try to market by more ways. I like to share with you that one of my US customers who started to work with us in 2010 . at that time his company was small company only himself and his wife. their original marketing campaign was emails . He did this way each day . the max emails one day was over 10000( Surely he spent the time to collect a big number of customers data via different ways ).His sales was beginning from US$5000.00 till now is 1.3 million .

You could think about this . and we could have further discussing if you like .

Finally as for the supplier chain, I know now you are working with more couple of factories for this moment in addition to CFM, If you trust our company and trust XXXX ,I like to suggest you could main in working with us. Then

· You could focus on your marketing and your internal customer services. 

· We will take full responsibilities for all your supplier chain including the most competitive price ,fastest delivery time, quality control and after-sales services

· Will save your time to communicate with different suppliers especially each of them have different services quality to make the things go efficiently particularly if any quality complains you will not have the headache to deal with different companies . I want to  say your time cost is much valuable. 

· All of our advantages and competition capacity will be XXXX  totally as well  Since CFM and XXXX will work together to win your market . ( About CFM, I believe I should have shared full of CFM at very beginning of emails to you . and a good news that Our factory is rebuilding one of our printing factory into dust-free & constant temperature workshop which will improve the printing quality to avoid any ink stain.)

I like to tell you that currently have 3 customers been working with us over 10 years. We are their only Supplier in this industry. We have worked together for many programs in various of fields in past 10 years . So you could try to think about my above all suggestions . That will be well-understood if you have your own plan or even any of above information could be helpful .That will be great for me .

Andrew, Any ideas referring to the business ,marketing or even strategy will be a brainstorm. We need to start from one by one , and need a certain time to accomplish step by step.

Please feel free to let me know your any thoughts . Open to talk is very important . Thanks

Have a nice weekend.