A gift is something that the recipient likes but is reluctant to buy, or likes but cannot buy. Gifts can usually be divided according to their uses: promotional gifts, business gifts, conference gifts, welfare gifts, festival gifts, etc. This article focuses on the procurement and design of business gifts.

What are business gifts? Business gifts are commemorative gifts given to each other by the government and enterprises and institutions in order to strengthen the feelings between each other and to enhance the mutual cultural exchanges and image display of enterprises, institutions or governments when they conduct external public relations or hold events or meet guests. Business gifts generally have the giver's logo or name on the product. If the giver's culture can be integrated into the gift, it can not only achieve the purpose of emotional communication and consolidate the relationship between the two parties, but also have the effect of spreading the image of the giver. For enterprises and institutions, it brings the spread of brands, and for the government, it brings the spread of regional culture.

What products are suitable for business gifts? Products suitable for business gifts are divided into two categories. The first category is conventional products, such as: high-end note pads, business card holders, business card holders, notebooks, pens, high-end mouse pads, multi-function mice, watches, radios, leather bags, belts, Wallets, keychains, key cases, lighters, ties, stamp albums, antique stone carvings, seals, coin albums, pure gold and sterling silver commemorative medals (strips), calligraphy, painting and seal engraving, jewelry and jade, pots and cups, key massage equipment, car accessories, cosmetics, Beauty products, sports and leisure products, various handicrafts, consumer cards, etc. The various handicrafts include: ceramic handicrafts, carving handicrafts, traditional handicrafts, glass handicrafts, crystal handicrafts, stone handicrafts, shell handicrafts, natural handicrafts, clay handicrafts, gemstone and jade handicrafts, wooden handicrafts, resin handicrafts, religious handicrafts, antique handicrafts, Metal crafts, plastic crafts, silk crafts, etc. The second category is customized products, that is, products customized for cities, enterprises, institutions or individuals. City customized products refer to: high-end tourist souvenirs, century-old products of the city, etc.; customized products of enterprises and institutions refer to: enterprise and institution logos (such as trademarks, names), corporate culture, corporate building landmarks, corporate mascots , corporate attributes, corporate leaders, corporate products, business activity themes, etc.; personally customized products refer to: for gifting important objects, and are particularly refined with the characteristics of the object's name, zodiac, birthday, image, preferences, etc. selected or designed products.

Let’s focus here on the design of customized products in business gifts.

(1) Urban customized products:

Urban customized products are mainly suitable for giving as gifts to out-of-town guests. The design content of the product can be based on the city's landmark buildings, folk customs, anecdotes, folklore, historical figures, scenic spots, urban landscape, natural scenery, etc., showing regional characteristics, commemorative, artistic, and practical , easy to carry, fine workmanship, novel creativity, using local characteristic materials and traditional craftsmanship as much as possible. Such as: Hangzhou's "Three Pools Reflecting the Moon", Beijing's "Great Wall" and "Forbidden City", Xi'an's "Terracotta Warriors", Shanghai's "Oriental Pearl Tower" and other themes, Nanjing's Yuhua Stone, Yixing's purple sand pot, Anshan's Xiuyan jade carvings, etc. and other materials, can be used as city-customized products, and are the best business gifts for out-of-town guests.

Here we introduce a customized business gift developed and customized for Hangzhou by Hangzhou Vanke Gift Company - ""Ancient Rhythm Qiantang" Collection of Hangzhou Historic Sites and Ancient Coins." The positioning of this gift is to show it to the world Hangzhou's status as a famous historical and cultural city, compared in Chinese and English, emphasizes three "truths" - monuments (not modern buildings), ancient coins (not imitations), and calligraphy of celebrities' inscriptions on monuments (not words in a computer font library) . The selected monuments do not follow the conventional "Ten Scenes of West Lake", but excavate the 5,000-year history of Hangzhou and show one of the sources of human civilization - Liangzhu Culture, the most famous society in the world - Xileng Seal Society, China The four major folk legends "The Legend of the White Snake" and "Liang Shanbo and Zhu Yingtai" took place - Leifeng Pagoda, Wansong Academy, "Red Roof Businessman" Hu Xueyan - Hu Qingyutang... etc., these are very interesting. With a deep cultural background, the selected ancient coins are close to the age of the monuments introduced, making people feel as if they have entered that era when looking at the monuments and touching the ancient coins at that time. An ancient coin has passed through the hands of so many people, and so many touching stories have happened! It is really a "coincidence between ancient coins and historical sites, and a perfect complement between humanity and nature."

"Ancient Rhythm Qiantang" adopts the form of opening in the middle. A symmetrical Liangzhu jade carving opens the history of Hangzhou like a door. There is such a majestic text:

“On the coast of the East China Sea, the Qianjiang River surges and the waves are washed away, showing the style of the ancient capital of China.

Hangzhou (known as Qiantang in ancient times), the sixth largest ancient capital in China, is one of the sources of human civilization - 'Liang The Zhu culture took place here and lasted for more than 5,000 years. The Qin Dynasty built Qiantang County, ushering in a history of more than 2,200 years... Liangzhu, Qiantang River, Xizi Lake, and the Grand Canal have created a dazzling 5,000-year charm for the ancient capital. It can be called a treasure of Chinese civilization.”

After seeing this gift tailor-made for Hangzhou City, Wang Guoping, member of the Standing Committee of the Zhejiang Provincial Party Committee and Secretary of the Hangzhou Municipal Party Committee, immediately sent the deputy secretary-general of the Municipal Party Committee to Hangzhou Vanke Gift Company. A large number of products were purchased. After that, other departments of the Hangzhou Municipal Government also came to place orders, and the limited edition of 3,000 copies was sold out.

It can be seen that tailor-made business gifts will produce different giving effects. The effect of gift giving is not entirely determined by the value of the gift, but mainly by the preferences of the recipient. Just like Professor Mao Zhaoxi, a member of the Standing Committee of the Ninth National Committee of the Chinese People's Political Consultative Conference and historian, after carefully studying the product, he held the hand of Deng Tao, chairman of Hangzhou Vanke Gift Company, and said: "You have made a contribution to Hangzhou."

Therefore, planned and designed business gifts can better convey the feelings that the giver needs to express, and the recipients are more likely to remember this feeling. In the daily purchasing of business gifts, buyers often do not pay attention to the planning of products, and adopt the "use-as-you-go" approach. They only focus on comparing the price of the product without paying attention to planning. From the perspective of the final gift effect, this is "waste" rather than "saving". "Purchasing costs.

(2) Customized products for enterprises and institutions:

For customized business gifts for enterprises and institutions, you must first consider the gift recipient and the purchasing budget. Let’s take a case: A branch-level bank is celebrating its tenth anniversary. According to usual custom, a beautiful brochure will be sent to the tenth anniversary celebration, which mainly introduces the bank's business philosophy, performance, business scope, etc. However, such an exquisite book is often considered to have no use value and is thrown away by the recipient, who may not even read the contents from beginning to end. In addition, during the anniversary celebration ceremony, it is inevitable to give an inexpensive gift. In response to the above situation, Hangzhou Vanke Gift Company submitted a gift plan for the tenth anniversary celebration to the bank, which combined the exquisite brochure and the opening gift into one - making a fourth set of RMB coins with the same number and the last four digits. It not only has collection value, but also promotes the branch in the coin book. At the same time, it increases the knowledge of coins through the detailed introduction of the fourth set of RMB. This is a veritable bank business gift, and saves the overall cost.

(3) Personal product customization:

Personally customized products, you can consider what gifts to give based on the name, zodiac, birthday, image, preferences, etc. of the recipient. In the practice of gift-giving, if a personal business gift is personalized, the effect is: the recipient feels that he or she is valued and cared for, and it is a gift sent to the heart. Especially for people who often receive gifts, receiving gifts is "numb" and insensitive. At this time, if someone sends a customized and personalized product, the recipient will definitely remember this intention.

Here is a case introduction, which is "Chinese Surname Cultural Pen". Everyone wants to know the origin of their surname and where their ancestors are. They have the mentality of "recognizing their ancestors and returning to their clan" and clarifying the ins and outs of their bloodline. This is not only an explanation for the individual, but also for the clan and even the history of the nation. an in-depth understanding. The personalization of this product is mainly reflected in: ① telling the origin of the recipient's surname; ② the recipient's "surname" is cast on the pen cover; ③ the recipient's name and phone number are hidden in the pen barrel Seal, this atomic seal is easy to use and has a simple business card function. Usually, some recipients have the habit of refusing to accept gifts, but after receiving this personalized gift of "recognizing their ancestors and returning to their clan", they just said "I won't do this again!" and accepted the gift.

Let’s talk about the procurement procedures for business gifts:

① The purchaser sets up an assessment team composed of the person in charge of procurement, the manager of the procurement department, the gift use department and other personnel to evaluate the suppliers. The qualifications are assessed. The assessment adopts the method of independent scoring and then averaging the scores. The number of assessors is generally 5-7 people; ② Confirm the qualifications of the supplier: Check the validity of the supplier's business license and tax registration certificate; go to the supplier's office The business location examines the company's scale, corporate culture, corporate image, product display, staffing, after-sales service, logistics and distribution, etc., and assesses the supplier's management level in every detail; ③Assess the successful cases and proofs that the supplier has undertaken Information, especially the control, planning and supply capabilities for large-scale events; search the company name or trade name on an online search engine to understand the supplier's social credibility, corporate integrity, credibility, reputation, etc., and make corresponding decisions accordingly In-depth investigation; from the selection results of the national industry association, we can know the status of suppliers in the national industry. There are currently two national associations in the gift industry, one is the "China Etiquette Industry Association" and the other is the "All-China Federation of Industry and Commerce" Gift Industry Chamber of Commerce". Gift suppliers who are confirmed to be qualified to supply generally select 2-3 for long-term cooperation; ④ In daily procurement, the gift using department puts forward product requirements (that is, selects products), and then the purchasing department selects several pre-selected products. Compare prices in gift companies; in order to prevent secret operations and malicious competition to lower prices, suppliers of products of the same quality will submit written closed quotations. One quotation is valid. The quotations will be opened at the same time and the supply of this batch of gifts will be selected. suppliers; for newly selected suppliers, a small trial order should be placed first; ④ For customized design products, it is best to agree on the design fee in advance (for example: 5%-10% of the final supply price), which is beneficial to the supplier Really pay attention to product planning and design. Separating design and supply bidding will help buyers obtain truly effective, affordable and high-quality business gifts.

In summary, through planning and design, the effect of business gift giving can be improved; by standardizing procurement procedures, the cost of business gifts can be controlled. If you consider both, you can get truly affordable and high-quality business gifts.