创新的回报只是时间问题
I just made recently a trip to Xian, and as always I toured the ceramic malls and went inside a few of the different brands showrooms. That is somehow standard operating procedure for me to better understand what everyone is up to, to see if there are any interesting new products, applications, brands, etc.
我刚去了一趟西安,和平时一样走访瓷砖市场,看了一些不同品牌的展厅,这对我来说几乎是标准流程,让我更好了解市场状况,看看市面上有否有趣的新产品、新空间和品牌。
To be honest with you I was a little disappointed after I visited the first four or five showrooms because I just did not see anything different. Everything looked the same, applications, products, etc. The full polished products lines dominate in pretty much all the brands covering like 90% of the showroom applications in the different showcases.
老实说,在看了前面四到五个展厅之后我有些失望,因为我看不到什么不一样的东西,它们看起来都一样, 应用方式、产品等等。全抛类的产品占据了差不多所有品牌90%的样板间。
The first question that I asked myself is: How can you differentiate yourself from the other brands when all make the same sizes, styles and colors? It is somehow like going to a seven eleven and se1ect a soft drink if there are 100 options or more. Unless you are Coca Cola or Pepsi or Sprite you have a chance otherwise…………good luck!
If the customers that pretend to buy tile has the time and patience they will take their time and make the final selection exclusively on the variable of price and that is it!!
首先,我第一个问题是:当大家都在做同样的规格、风格和颜色的时候,你要怎么样形成和其它品牌的差异化呢?这就像到7-11,要从超过100种饮料中挑选一款的道理相似。除非你是可口可乐、百事可乐或者雪碧,你才有较大机会被选中,不然的话——祝你好运吧!如果买砖的消费者有耐心,他们会花时间慢慢了解,最后无一例外地在价格上做出最终决定。
I talked to one of the local distributors about his experience managing different brands and he gave me an excellent explanation that I want to share with you (He works with 5 different brands): He said with Brands A,B,C& D in order not to name the brands it is every single time a battle with the customer of negotiating the final price. They know they can go across, upstairs to the other aile or wherever you want because they have the options to buy similar products (Almost identical) and they have the power of negotiating. So if you want to make the sale or close the deal the only way to do it is lowering the price to the bare minimum and maybe just maybe you may get the chance to make the sale. It is a constant struggle. Then the other side of the story: With Brand “D” he said, making the sale is a lot quite a lot easier. I asked to him why? Because the products are unique and nobody else have them, he answered. So what? They can be sold for the suggested normal price, there are no negotiations down and the distributor has more the control or power of closing the deal at a higher price, because he is the ONLY one that has that particular style or size.
我和一位当地的经销商就他的多品牌经营经验进行了交谈,这正是我想与大家分享的,他经营着5个品牌。他说在品牌A,B,C,D (不提具体品牌名称)中,每一次和客户的谈单都像是一场战争。因为那些顾客知道出门走到对面,楼上或者另一条通道上就可以找到其它的类似款式(基本上是一样的),他们可以随时讨价还价。所以如果你想要谈成这单买卖,唯一的途径是把价格降到最低。这是一个持续的斗争。然而故事的另一面。他说,E品牌的话成单就简单多了。我问他为什么。他回答说这些产品都很有差异,其它品牌没有。 那又会怎么样呢?他们可以按照正常的标价出售,经销商在谈判过程中的控制力更强,能以更高的价格成交。因为他是唯一拥有这些独特产品或规格的商铺。
He also added and mentioned another thing that was interesting to mention: He said, I only need to sell 100 m2 of this innovative product to make a certain profit and on the other hand I need to sell more than double the quantity of the other products to make the same profit.
他还讲到另外一件事情,同样值得一提, 他说:我只需要卖100平方米的创新类产品,其利润就等于卖两倍多的其它常规产品。
Innovating, uniqueness, originality pay off can assure you that! In our business is quite important to have those unique, signature products to differentiate yourself from the masses from the hundreds of other competitors otherwise you will be held to the mercy of luck and the never winning battle of lowering and lowering and lowering your prices to be able to sell something.
我向你保证,创新,差异,原创能够取得成功!在我们这个行业里,拥有差异化的招牌产品是非常重要的,它能够让你从上百个竞争对手中脱颖而出,不然的话,你就只能有祈求好运,永远也无法赢得永无休止的价格战争。
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