30 July 2026 | Shanghai, China
An importer introduction is a professional endorsement, not a quick favour. Exporters who prepare a clear market brief, price point, channel plan, and target importer profile are far more likely to be introduced — and to succeed once they are.
What We Saw
We still receive them: short, unsolicited messages on LinkedIn, cold emails, even SMS texts, all asking the same thing — "Can you recommend some importers to us? For free." No context, no market brief, no value proposition. Just a stranger's request for a free door-opening.
A typical LinkedIn message reads: "Hi, we are a winery from “the name of region”. Can you introduce us to some importers in Asia?" The sender has never engaged with our content and offers nothing in return. The cold emails are no different — often generic, sometimes copied and pasted, occasionally addressed to the wrong contact name entirely. The SMS version is shorter but bolder: "Do you know any importers looking for new brands? We can send samples."
The assumption behind these messages is that an introduction is a quick favour — one email, one name, one connection — and the business will follow.
The reality is different. A trusted introduction uses reputation. It carries risk for the person making it. If the brand is unprepared, unfocused, or unprofessional, the introducer loses credibility with an importer they spent years building a relationship with.
We have seen exporters receive a warm introduction after persistent outreach, arrive in the market, and fail to answer basic questions: What is your target price point? Which channel do you see this working in? Who is your consumer? The importer's time was wasted, the introducer looked careless, and the opportunity evaporated. Worse, the door quietly closed — not only for that brand, but for others the introducer might have helped later.
A recommendation is not a referral link. It is a professional endorsement, and it should not be asked for lightly.
Why This Matters for You
In Asia, business relationships are built on trust — and trust is built on preparation and respect. An unsolicited message asking for a free introduction is not relationship building. It is a transaction request sent to someone who has never heard of you: a cold call dressed as a favour.
Before you ask for an introduction, be ready with at least four things:
- A clear market brief showing you understand the category, channel, and price dynamics
- A one-page brand summary with pricing, pack formats, and differentiation
- A target importer profile by size, channel, and portfolio fit
- A realistic timeline and budget for market entry
If you cannot provide these, you are not ready for the introduction.
And if you are asking for this service free of charge, consider what that signals. Market intelligence, relationship access, and professional credibility are not free resources. The request itself — "just a quick intro" — tells the recipient that you do not yet understand how business is done in the market you are trying to enter. It is rarely the start of a strong partnership.
Takeaway
Before you send that LinkedIn message, cold email, or SMS, do the homework. Prepare the brief. Know your price point, your channel, and your consumer. Respect that an introduction is an endorsement, not a shortcut.
The exporters who get the best introductions are the ones who make it easy for others to say yes — because their preparation speaks before they even enter the room. A prepared brand makes the introducer look good. An unprepared one makes them think twice before helping anyone again.
Preparing to approach importers in Asia? Read our guide on the future of imported wine in China.
Looking for vetted importers in Asia? See our Importer Sourcing & Profile service
About Shanghai Specit Management Consulting Co Ltd
We help food and beverage brands enter and grow in the Chinese and wider Asian markets through trade intelligence, importer identification, and market research.
Disclaimer: This article reflects general market observations and is intended for informational purposes only.
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