How to Write a Product Brief Suppliers Will Actually Understand
Have you ever been in a situation where you know exactly what you’re talking about but the other person has no clue?
This doesn’t just happen in daily life. It happens in business too. And when it does, it can be very frustrating.
I talk to many importers who are tired of going in circles with Chinese suppliers. They often reach out to us for support because no matter how hard they try, something keeps getting lost in translation.
The truth is, even in China, people struggle to fully understand each other. There are over 200 languages spoken across the country. Yes, most people speak Mandarin, the official language but many also speak their regional dialects, which can be completely different.
One of my Chinese friends told me that when she was a college student, she used to speak to her parents in her mother tongue while in the dorm, just so her roommates wouldn’t understand. They were all Chinese girls but couldn’t understand each other’s dialects.
So yes, there is a real language barrier. Even if you use the best translation apps, there are still moments of confusion, mistranslation, or just plain inadequacy; things might get lost in context or nuance. We’ve been living in China for a long time, and even for us, it took time to learn how to minimize that barrier, both for ourselves and for our clients.
Why the First Steps Matter So Much
We’re very careful when we engage with new suppliers. Especially when we’re looking for a new product or exploring a new category. The first messages, the first requests, they matter. A lot.
In this blog post, I’ll share how we write clear, actionable product briefs so that we can align with the supplier from the start. Even if you’re not sure about every detail of your idea, it’s important to put everything that’s in your mind on paper before talking to any supplier.
If you’re working with us from early on, we’ll help you shape this brief together. It speeds things up, avoids confusion, and helps us find better suppliers, faster.
What is a Product Brief?
A product brief is simply a structured and detailed explanation of what you’re looking for. You don’t need to know all the technical details, but you need to share what you know clearly.
You can include strict requirements (like the exact material or certification needed), flexible ideas (like the packaging style), or even things you’re not sure about yet. It’s all helpful.
What matters is writing it all down, not just keeping it in your head.
What to Include in a Strong Product Brief
If you want suppliers to take your request seriously and give you accurate offers, your product brief needs to be clear and structured. Below is a checklist of what we include when preparing briefs for our clients. As I said before, you don’t have to know every single detail, but the more complete it is, the better the outcome.
Here’s what a strong product brief should cover:
Product Description
→ What is the product? What does it do? Keep it simple but specific.Materials & Dimensions
→ Avoid vague terms like “good material” or “normal size.” Be precise. Example: “Stainless steel 304, 1.5mm thick, 20cm length.”Visual References
→ Share clear photos, sketches, or similar product images. A supplier might understand better from a picture than a paragraph.Functional Requirements
→ What features should the product have? Is there anything it must do (or not do)? For example: “Must be waterproof,” or “Needs to charge in under 2 hours.”Target Market
→ Who is this product for? Sharing this helps suppliers suggest suitable options. Example: “Designed for professional chefs,” or “Entry-level product for students.”Compliance Requirements
→ Let them know if certifications like CE, RoHS, FCC, etc., are needed. If you don’t mention it, they almost always assume it’s not important.Packaging Requirements
→ Box size, labeling, colors, material, whatever matters to you, write it down. Even if you’re flexible, say so.MOQ & Target Price
→ Mention your expected order quantity and target price range if you have one. This helps filter out suppliers that are not a good fit.
If you don’t have a target price yet and the supplier asks, it’s okay to say you’re still checking your options. They usually ask to adjust the product features to fit your budget, not to overcharge you.Timeline & Sample Expectations
→ Do you have a deadline? When do you need samples? When do you want to receive your products? Mention all expectations early on.
You can always update your product brief as your idea gets clearer. But having a solid structure from the start helps everyone stay on the same page.
What Happens if the Brief isn’t Clear?
A weak product brief can cost you a lot of time. If it’s too broad or too vague, the supplier won’t be able to give you the best options. Sometimes they’ll offer something completely different just because they don’t understand what you really need. You might even be using the wrong keywords to search for your product without realizing it.
Let me give you a simple example:
A client once spent days searching on Alibaba for paddles but couldn’t find the right product. After reaching out to us, we started with a proper product brief. It became immediately clear he was actually looking for oars, not paddles. That small clarification saved time, avoided confusion, and set the sourcing process on the right track from the start.
What Many People Don’t Realize About Chinese Suppliers
Chinese suppliers work with customers from all over the world. Time zones are a challenge. Many don’t have fixed working hours. When the workday ends in China, the U.S. is just starting the day. So Chinese suppliers often work overtime to stay connected with international buyers.
That’s why it’s not fair to instantly judge them for being slow to reply or not asking enough questions. It’s not that they don’t care. Often, they’re just overwhelmed.
And that’s exactly why having a clear brief matters. When you explain your request well, it’s easier for them to focus on your project. Because they know what you’re talking about.
Some Simple Tips that Make a Big Difference
Don’t use vague phrases like “high quality” or “I want the best one.”
That’s too subjective. What’s “high quality” to them might not be what you have in mind.Be specific about the material
For example, instead of saying “plastic,” say “ABS plastic, matte finish, fire-retardant.” If they don’t use that material, they’ll tell you.Always list your requirements in bullet points, not long paragraphs.
It’s easier for them to read, translate, and understand.Confirm everything one by one
Don’t assume they read or noticed every part of your brief. Ask for confirmation.Don’t be afraid to repeat or clarify
It’s better to over-communicate than to end up with the wrong product.
Final Words on Product Briefs
A good product brief doesn’t have to be complicated but it has to be clear.
It shows that you’re serious, prepared, and easy to work with. And it makes it easier for the right suppliers to understand your needs and respond properly.
If you’re working with us, we help you prepare the brief. But our support doesn’t stop there. We guide you through the entire sourcing process: finding the right suppliers, verifying them, checking samples, coordinating production, arranging shipping, and more.
Because a strong brief is just the beginning. What really makes a difference is having someone experienced by your side at every step.
Download our free Product Brief Template to get started
Free F6 Product Brief Template →
Or reach out to us directly, we’ll guide you through the whole process