幾年前的一天，有位省級(jí)的某品牌洗衣機(jī)代理商，被各市縣代理和用戶投訴打爆了電話。問題焦點(diǎn)是，脫水桶在使用中發(fā)生碎裂現(xiàn)象。繼而帶來了大量的退貨、返修，企業(yè)也受了不小經(jīng)濟(jì)損失，口碑受到重大影響。
A few years ago, a provincial-level agent for a brand of washing machines, was the city and county agents and users complained that the phone exploded. The problem is the fragmentation of the dewatering bucket in use. Then brought a large number of returns, repairs, enterprises also suffered a lot of economic losses, word-of-mouth has been greatly affected.
后來查其原因發(fā)現(xiàn)，這家洗衣機(jī)生產(chǎn)企業(yè)的采購(gòu)，在脫水桶定制時(shí)，以自己采購(gòu)量比較大為由，要求對(duì)方低于市場(chǎng)價(jià)不小的幅度提供產(chǎn)品。由于供應(yīng)商不想放棄這個(gè)大的訂單，但又要掙錢，就采用了質(zhì)量差的原材料來加工。
Later, it was found that the purchasing of this washing machine manufacturer, when the dehydration barrel was customized, asked the other party to supply the product at a lower price than the market price for the reason of larger purchasing volume. Because the supplier did not want to give up this big order, but also to make money, the use of poor quality raw materials to process.
采購(gòu)是供應(yīng)鏈上重要的核心環(huán)節(jié)之一，事關(guān)產(chǎn)品質(zhì)量和市場(chǎng)份額的穩(wěn)定。一分價(jià)錢一分貨，不想出高價(jià)錢，就想拿到高質(zhì)量產(chǎn)品，運(yùn)營(yíng)思維的根本上就出了問題。
Procurement is an important core link in the supply chain, which concerns the stability of product quality and market share. One price for one goods, do not want to pay high prices, want to get high-quality products, the operation of the fundamental thinking on the problem.
有些行業(yè)老大或者規(guī)模型企業(yè)，其采購(gòu)的強(qiáng)勢(shì)，往往體現(xiàn)在把自己的成本或利潤(rùn)追求分?jǐn)偟焦?yīng)鏈合作伙伴身上，以至于重錘之下，你可能得到了行業(yè)最好的價(jià)格，但無法得到行業(yè)第一的質(zhì)量。
Some industry leaders or large-scale enterprises, their purchasing strength, often reflected in their own cost or profit pursuit to the supply chain partners, so that under the hammer, you may get the best price in the industry, but can not get the industry's first quality.
長(zhǎng)期以來，通用汽車一直是行業(yè)老大。它利用全球采購(gòu)量第一的地位，屢屢舞動(dòng)降價(jià)大錘，若不降價(jià)就換掉供應(yīng)商，甚至不分青紅皂白，直接從供應(yīng)商的貨款中扣除百分比，作為當(dāng)年的年度降價(jià)。結(jié)果是，采購(gòu)價(jià)格降了下來，但整體的產(chǎn)品質(zhì)量也跟著下來了。
GM has long been the industry leader. Taking advantage of its position as the world's largest purchaser, it has repeatedly danced with the hammer of price reductions, replacing suppliers without price reductions, or even indiscriminately deducting percentages directly from suppliers'purchases as annual price reductions of the year. As a result, procurement prices have dropped, but the overall quality of products has also come down.
靠規(guī)模強(qiáng)勢(shì)、采購(gòu)強(qiáng)勢(shì)，雖然能換來價(jià)格優(yōu)勢(shì)，但是沒有質(zhì)量?jī)?yōu)勢(shì)和技術(shù)優(yōu)勢(shì)，久而久之，行業(yè)第一的地位是難以保持的。所以，有人感慨，行業(yè)第一的衰落，很少因?yàn)閮r(jià)格失去競(jìng)爭(zhēng)力，而是在質(zhì)量和技術(shù)上輸給了競(jìng)爭(zhēng)對(duì)手。更可怕的是，一旦失去行業(yè)第一的位置，行業(yè)老大們就更沒有優(yōu)勢(shì)，以至于很快就徹底敗落。
Depending on strong scale and strong purchasing, although it can exchange for price advantage, but there is no quality advantage and technical advantage, over time, the industry's first position is difficult to maintain. Therefore, some people feel that the industry's first decline, seldom because the price loses competitiveness, but in quality and technology lost to competitors. What's more terrible is that once the industry loses its top position, the industry bosses have no advantage, so that they will soon be completely defeated.
有一家做冰箱的企業(yè)，在創(chuàng)品牌之初，為了大力推介，采用了一種比較持久而有效的“墻體廣告”方式。冰箱生產(chǎn)企業(yè)的技術(shù)和產(chǎn)品質(zhì)量都沒有問題。但是，公關(guān)部門在選擇“墻體廣告”施工方的時(shí)候，以要做完某一個(gè)省全部農(nóng)村所有有效墻面之量巨大，要求施工方以低于市場(chǎng)價(jià)將近一半兒的價(jià)格接單。
There is a refrigerator business, in the beginning of the brand, in order to promote vigorously, using a more durable and effective way of "wall advertising". There is no problem in the technology and product quality of refrigerator manufacturers. However, public relations departments in the selection of "wall advertising" construction party, in order to complete all the effective wall in a province's rural areas a huge amount of demand for construction party to accept orders at a price less than half the market price.
面對(duì)這么大的量，施工方舍不得放棄，就忍痛接受了這個(gè)價(jià)格。但是，在冰箱企業(yè)支付一半兒的預(yù)付款之后，施工方開始施工。問題出現(xiàn)了：他們找了廉價(jià)民工，用噴霧器和模板潦草作業(yè)，甚至把一個(gè)學(xué)校長(zhǎng)達(dá)幾百米的圍墻都噴滿了。噴出的字跡模糊、標(biāo)志不清不說，連墻體廣告的分布密度要求也全然不顧，造成了大量的人財(cái)物浪費(fèi)，效果不堪。有了摩擦后，施工方說，按你們的要求做，就得賠本兒。后來，雙方協(xié)商，提高一倍價(jià)格，才算做得雙方滿意。但時(shí)間耽誤了一個(gè)多月，市場(chǎng)推介效果大打折扣。
Faced with such a large volume, the construction side could not bear to give up, and reluctantly accepted the price. However, after half the prepayment paid by the refrigerator company, the construction side will start construction. Problem arises: They find cheap migrant workers, scribble with sprayers and templates, and even spray hundreds of meters of walls around a school. Spray out of the writing is vague, the logo is not clear, even the distribution of wall advertising density requirements are completely ignored, resulting in a large number of waste of people and property, the effect is unbearable. After the friction, the builders said that you will have to lose money as you ask. Later, the two sides negotiated to raise the price twice so as to make both sides satisfied. But time delayed for more than a month, the market promotion effect is greatly reduced.
物美價(jià)廉雖說是大家共同的追求，但是，我們一定要清楚，長(zhǎng)期而言，便宜沒好貨，好貨不便宜，是一個(gè)公理。也許人們吃虧多了，對(duì)便宜沒好貨有較為深刻的理解，但對(duì)好貨不便宜，往往一時(shí)難以接受。試想，若你能力強(qiáng)、本事大，是個(gè)“好貨”，你會(huì)否打八折把自己賣掉呢？
Good quality and low price are the common pursuit of all, but we must be clear that in the long run, cheap goods are not good, good goods are not cheap, is an axiom. Perhaps people suffer a lot and have a deeper understanding of the inexpensiveness of good goods, but the inexpensiveness of good goods is often difficult to accept for a while. Just imagine, if you are capable and competent, you will sell yourself twenty percent off.
作為企業(yè)的采購(gòu)方，如果你總是在價(jià)格上對(duì)供應(yīng)商施壓，供應(yīng)商還不想放棄你，只能在質(zhì)量上跟你做文章。
As the purchaser of the enterprise, if you always put pressure on the supplier in the price, the supplier does not want to give you up, only in the quality of the article with you.
原來的電池都是金屬皮的，好多年都不用換；后來為了進(jìn)一步降低成本，就換成塑料的，一兩年就得更換。一款新車推出后，開始價(jià)格一般都會(huì)高，質(zhì)量也不錯(cuò)。待第二款、第三款車出來后，價(jià)格降下來了，質(zhì)量也跟著下來了。你會(huì)發(fā)現(xiàn)，點(diǎn)火器不耐用了、鋼板變薄了等等。接下來，市場(chǎng)的認(rèn)可度、公信度也下降了，若運(yùn)營(yíng)和質(zhì)量關(guān)把不好，說不定企業(yè)產(chǎn)品會(huì)出什么問題。
The original batteries were made of metal sheet and were not replaced for many years; later, in order to further reduce costs, they were replaced with plastic batteries, which were replaced in a year or two. After a new car is launched, the price will start to be high and the quality will be good. After the second and third cars came out, the price dropped and the quality came down. You will notice that the igniter is not durable, the steel plate is thinner and so on. Next, the recognition of the market, credibility has also declined, if the operation and quality control is not good, perhaps enterprise products will be what problems.
實(shí)踐告訴我們，短期、局部的市場(chǎng)可能是不透明的，價(jià)格和質(zhì)量也可能是不均衡的，這種情況下，你用低價(jià)可能會(huì)買來好東西。但是，從長(zhǎng)遠(yuǎn)來看，市場(chǎng)是透明的，質(zhì)量和價(jià)格是一定會(huì)匹配，并最終找到均衡。
Practice tells us that short-term, local markets may be opaque, price and quality may be uneven, in this case, you may buy good things with low prices. But in the long run, the market is transparent, quality and price are bound to match and eventually find a balance.
所以，無論我們是多么有實(shí)力的采購(gòu)方，都要以“謙和”姿態(tài)面對(duì)供應(yīng)商，敬畏市場(chǎng)的質(zhì)量和價(jià)格規(guī)律，以讓供應(yīng)鏈上所有的合作伙伴都能享受到這個(gè)集成平臺(tái)的發(fā)展成果。因?yàn)?，多年的壓價(jià)結(jié)果，必將淘汰優(yōu)質(zhì)的供應(yīng)商，這對(duì)供應(yīng)鏈上所有的伙伴企業(yè)和供應(yīng)鏈本身的長(zhǎng)遠(yuǎn)發(fā)展，都是致命的。
Therefore, no matter how powerful our purchasers are, they should face the suppliers with a humble attitude and respect the quality and price of the market, so that all partners in the supply chain can enjoy the development of this integrated platform. As a result of years of price reduction, high quality suppliers will be eliminated, which is fatal to all partners in the supply chain and the long-term development of the supply chain itself.
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