这一年比多数人想象的还要困难 面对逆境你要做什么?
2015 has been a very though year, even though many people predicted that this year was going to be better than last it ended being the worst in the past 10 years according to what I have heard.
2015是非常艰难的一年,虽然很多人曾预测今年会比去年好,但根据我所听到的,今年是过去10年里面最糟糕的一年。
Most companies are facing extremely difficult situations like deciding to stop one, two or more kilns, letting people go, closing showrooms, or the one decision I absolutely hate the most: reducing their prices to make the products more attractive for the distributor and the consumer to buy.
大多数公司都在面临非常困难的局面,比如说要做出停掉一两个甚至更多的窑,裁员,关闭展厅等决定,或者是做出我最痛恨的决定:降低产品价格吸引经销商和消费者购买。
I can almost assure you that every single company has had to take decisions on any of the issues above. Even when culturally speaking no one in China is willing to openly say they are not doing well and always try to hide the reality somehow, I always say that you cannot cover the sun with one finger.
我基本可以向你保证,每家公司都需要作出上述的某些决定。即使是出于文化的原因在中国没人愿意承认自己做得不好,尝试着多少去隐藏真相,我还是可以告诉你,一根手指头是挡不住太阳的。
I you just go out here in Foshan and start counting the number of showrooms that have been closed (At least at a rate of 10 per month if not even more) and the number of kilns stopped (This qty is almost impossible to tell) but the information is out there and sometimes shared by other people of the industry like glaze and raw material manufacturers. I heard the other day for a glaze manufacturer that according to his real knowledge and information there were at least a dozen companies fully closed or that stopped production at 100%.
你只需要到佛山到处走走,掰着指头数下关闭的展厅数量(每个月至少也有10个吧),以及停窑的数量(这个数量没法说了),你在外面都能够听到到这些信息,有时候甚至可以从其它行业比如釉料和原材料生产商那里了解。上次有一个釉料生产商告诉我说,根据可靠消息,有不少的企业已经完全停产关门了。
The current situation is without a doubt extremely difficult but my question here to you is more like this: What are you doing to face it? What did you learn from your trip to Italy to the fair? How are the Spanish and Italian manufacturers facing this recession? What are you going to do besides doing the simplest of things by reducing the pricing and affect the whole Chinese Ceramic Industry?
毫无疑问,现在的情况是非常困难的,但是我要问你的问题是:你要做些什么去面对它?你从意大利之行中学到了什么?西班牙和意大利的生产商是怎样面对衰退的?除了降价影响整个中国陶瓷行业这种简单的举措之外你还要做什么?
I have read articles from media people, magazines, newspapers, etc. on action things to face this negative situation like Branding, product segmentation, focusing on basic products and so on. While all these comments are valid some take long time and others are very difficult to make them happen and the companies just wait until the big brands launch their products and see which ones work well and start making their own versions.
我从媒体朋友,杂志,报纸等地方读了些关于如何面对这种消极情况的文章,比如说品牌建设,产品细分,专注于基本的产品等等。这些意见都是有效的,只不过有些需要长时间才能见效,其它一些实施起来很困难。这种情况下,一些企业所做的只是观望那些大品牌投放产品,坐看哪些好卖,然后开始鼓弄它们自己的版本。
I am afraid that this time during the CERAMBATH fairs the just the same things are going to keep happening: Some of the big brands will introduce some new things and there will be some sort of a waiting game and then BOOM the copy season starts. It will not be until someone finally has the guts or do it because they have no choice make something DIFFERENT happen. Don’t be afraid of doing something different, you should be afraid of doing the exact same as everyone else. If you do nothing, nothing will happen!
我担心今年的陶博会的情况还是会和往常一样:一些大的品牌将会引进一些新的东西,接下来会是一些观望等待的游戏,然后一下子抄袭的季节就开始了。当然了,这一切都要等有些人拿出勇气开始抄袭才会开始,因为他们实在是没有选择,不知道该生产些什么不一样的东西了。别害怕做不一样的东西,你要害怕的是做出来的东西和其它人的一模一样。如果你不做点什么的话,什么都不会发生!
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