China import basics
What Does MOQ Mean and How Do You Negotiate It?
MOQ stands for minimum order quantity, the smallest amount a supplier will produce or sell in one order. Suppliers quote high MOQs first because it protects their production efficiency and profit margin. To move it, you need to ask the right specific questions.
By Renata · August 19, 2026 · 4 min
Why Suppliers Quote a High MOQ First
A supplier's first MOQ is rarely their final number. They start high because a larger run means lower per-unit cost, fewer changeovers, and more predictable revenue for their factory. It also filters out buyers who are not serious or who cannot commit.
The quoted MOQ is often a starting point for negotiation, not a fixed rule. Factories have flexibility, especially when they have spare capacity or want to fill a production slot. Understanding their cost structure helps you make a counteroffer that works for both sides.
- High MOQ protects factory efficiency and profit
- It filters unserious buyers
- It is a starting point, not a final answer
The Specific Asks That Move the MOQ Down
Instead of asking 'Can you lower the MOQ?', ask targeted questions. For example, ask if the MOQ applies to the whole order or per color and size. Ask if you can start with a trial order at a higher unit price to test the market.
Another effective ask is to negotiate a phased delivery: order the full MOQ but receive it in batches. This reduces your upfront risk while keeping the supplier's production run intact. You can also ask about leftover stock or off-season production, which often comes with lower MOQs.
- Ask if MOQ is per style or per color/size
- Propose a trial order at a higher unit price
- Request phased delivery of the full MOQ
- Ask about leftover stock or off-season runs
What MOQ Really Means in Chinese Factories
In Chinese, MOQ is often expressed as 起订量 (qǐ dìng liàng), which means 'starting order quantity'. When a supplier quotes a high 起订量, they are telling you the minimum they are willing to produce for that price. Lowering the MOQ usually means raising the unit price.
Knowing the term helps you communicate directly with suppliers. If you work with an interpreter, you can ask precise questions about 起订量 and how it changes with price. This clarity prevents misunderstandings and shows the supplier you understand their logic.
| Chinese | Pinyin | English |
|---|---|---|
| 起订量 | qǐ dìng liàng | minimum order quantity |
| 样品 | yàng pǐn | sample |
| 单价 | dān jià | unit price |
| 批量 | pī liàng | batch quantity |
How to Structure Your Negotiation
Start by asking for the MOQ breakdown: per product, per color, per size. Then ask if the MOQ can be reduced if you accept a higher price. Many suppliers will accept a 20-30% lower MOQ for a 5-10% price increase, but you have to ask.
Also ask about payment terms. Offering a larger deposit or faster payment can give you leverage to lower the MOQ. Suppliers value cash flow, so a 50% deposit upfront might make them more flexible on quantity.
- Ask for MOQ breakdown first
- Offer a higher unit price for lower MOQ
- Propose a larger deposit or faster payment
When Negotiation Does Not Work
Some suppliers will not budge on MOQ, especially for custom-made products or tight profit margins. If the MOQ is truly fixed, you have options: find a supplier with a lower MOQ, join a group buy with other small importers, or use a sourcing platform that aggregates demand.
Another option is to buy from a trading company that buys from multiple factories and can split orders. They often have lower MOQs than the factory itself. Just be aware that you may pay a slightly higher unit price for this flexibility.
How Renata Can Help You Talk to Suppliers
Renata is a Brazilian based in Oeiras, near Lisbon. She studied at Hubei University in China and holds HSK 4, which is solid everyday and operational business Chinese. It is not legal, medical, technical, or sworn-translation level, but it is enough to interpret live calls and messages between you and a Chinese supplier.
She offers live interpreting and message support on video and WeChat calls, reading and writing supplier messages, and explaining what an answer really means. Remote support is 25 EUR per half hour; on-location in the Lisbon area is 45 EUR per hour with a 2-hour minimum. She is not a sourcing agent and does not inspect factories, handle samples, or arrange freight.
Common questions
What does MOQ stand for?
MOQ stands for minimum order quantity. It is the smallest number of units a supplier will produce or sell in a single order. Suppliers set MOQs to keep their production efficient and profitable.
Why do Chinese suppliers quote high MOQs?
They quote high MOQs first to protect their profit margins and production efficiency. A larger run means lower per-unit cost and fewer changeovers. It also filters out buyers who are not serious or cannot commit.
Can I negotiate a lower MOQ?
Yes, often you can. Start by asking if the MOQ is per product or per color/size. Then ask if a higher unit price can lower the MOQ. Many suppliers will accept a smaller order if you pay more per unit.
What is a reasonable MOQ for a small importer?
It depends on the product. For simple items like phone cases, MOQs can be as low as 100 units. For custom electronics, MOQs might be 1,000 or more. Always ask for the breakdown and compare with other suppliers.
How do I ask about MOQ in Chinese?
You can ask '起订量是多少？' (qǐ dìng liàng shì duō shǎo?), which means 'What is the minimum order quantity?' Knowing this phrase helps you communicate directly or with an interpreter.
What if the supplier won't lower the MOQ?
If the MOQ is fixed, look for another supplier, join a group buy, or use a trading company that can split orders. You may pay a higher unit price, but you avoid overstocking.
Want someone on the call?
Renata joins the call with you and your supplier, reads and writes the Chinese messages, and tells you what the answer really meant. Remote it is 25 EUR per half hour. She is not a sourcing agent and does not do sworn translation.