The first thing I do every morning in the newsroom is to clear unsolicited email of all types of subjects from across the world.Many of them are Internet marketing materials from Chinese manufacturers, in particular, mold makers.It doesnt surprise me that mold makers, in many cases also offering custom molding services, take the lead in aggressive Internet campaigns targeting overseas markets. I get the same impression from attending international plastic trade shows as well as discussions with industry sources.Everything changes so fast in China, and so are these promotional email messages. Ive noticed major improvement of their content and format over the past two years.First and foremost is the languageissue. For apparent reasons, these messages are always written in English. I remember some hilarious ones with incorrect use of words and strange syntax. I suspect they were translated by software rather than people with acceptable English proficiency. But, lately, I was pretty impressed with the almost perfect English in some of these unsolicited email.Mr. Zhang, an owner of a mold shop in Shenzhen, told me everyone is studying English in China. My English has improved a lot last year. I realized how important it is, you know, I dont want to rely on my assistant for communication with western buyers. I take every chance to talk to native English speakers.He made an interesting comment on the high turnover of his marketing staff. I always get new hires better than their predecessors. Theres no shortage of talent for such positions in the market, he said.Back to the topic, the format of these email messages has evolved from plain text to embedded company logo and URL, to product photos, and to PowerPoint attachment. The information covers company profile, product display, detailed technical specs, photos featuring working scenes of every step of the production, as well as FAQ. The vivid images add much credibility to the company, versus a fishy plain text messageby fishy I meant its hard to tell whether the sender has its own production facility or is just a sales agent.Theyve also made subject lines and sender information more straightforward and user-friendly. For example, they now put the company name and location in the subject line instead of just saying quality molds from China or a new opportunity.According to the Chinese Customs, China exported over $1 billion worth of plastic molds in 2006.
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