EG :: Volume #15

#1425: The price is a weapon

„Chief Feng, you expect, our really defendant.” “冯总,不出你所料,我们果然被告了。” Speaking of the Lenovo defendant, Liu Chuanzhi was a happy expression of face, as if did not have a point worry. 说到连想被告了,刘传志还是一脸的喜色,似乎没有一点的担心。 Because Feng Yu had already reminded him , to promote this model of inexpensive notebook, leads into below 500 US dollars time the notebook, definitely will cause the strong resentments of these manufacturers, they have very big possibility, accused the Lenovo group by unfair competition, dumping and other charges. 因为冯宇早就提醒过他,推出这款廉价的笔记本电脑,将笔记本电脑带入500美元以下的时代,必然会引起那些厂商的强烈不满,他们有很大可能,以不正当竞争、倾销等罪名控告连想集团。 This time was guessed by Feng Yu, these Company really accused the Lenovo group by these two charges. 这次又被冯宇猜中了,那些企业果然是以这两个罪名控告连想集团。 But dumping and unfair competition, wants the Lenovo group to be based on being below the cost price, in fact, the production cost of Lenovo group, less than 400 US dollars. 而倾销和不正当竞争,都要连想集团以低于成本价格为基础,事实上呢,连想集团的生产成本,不足400美元。 Therefore these two indictment, the Lenovo group does not need to pay attention completely, so long as they eject production cost evidence, can this indictment for no reason, extinguish in invisible. 所以这两项指控,连想集团完全无需理会,他们只要抛出生产成本这个证据,就能将这无端的指控,消弭于无形。 Why does not eject evidence as for present directly, naturally wants to make this matter continue to ferment. This is also equal to one propaganda to Lenovo group, meanwhile can let other Corporation not such early entry low price notebook markets, making them have the sufficient time, can capture this market share thoroughly. 至于现在为什么不直接抛出证据,当然是想让这件事继续发酵了。这也相当于对连想集团的一种宣传,同时还能让其他公司不这么早的进入低价笔记本市场,让他们有充足的时间,可以彻底占领这块市场。 „I knew. Right and ensure we in any area, haven't been lower than the cost price?” “我知道了。对了,确保我们在任何一个地区的,都没有低于成本价吧？” „No, is only some areas, because customs duty, transportation, propaganda and other costs are high, possibly our profit is lower than ten US dollars, but does not lose money in business absolutely.” Liu Chuanzhi affirmative saying. “没有,只是有些地区,由于关税、运输、宣传等成本较高,可能我们利润低于十美元,但绝对不是折本。”刘传志肯定的说道。 „Then on line. As for the legal matter, gave the professional to process. The notebook, itself should is not so expensive. This should not be any luxury goods, should live like the people the common domestic electric appliances.” “那就行了。至于法律上的事儿,交给专业人士去处理好了。笔记本电脑,本身就不应该的那么贵。这不应该是什么奢侈品,应该就像人们生活中常见的家用电器一样。” „Initially was the cell phone internally 20,000-30,000, moreover rich also not necessarily could buy. the bp machine just started is also big several thousand, similarly the quantity is few.” “当初是手机在国内两三万,而且有钱还不一定买得到。bp机刚开始也是大几千,同样数量很少。” „But now? the bp machine became the history, was eliminated. But the cell phone from tens of thousands, to several thousand, arrives at Wind & Rain cell phone that 399 Yuan ultra-low cost again, turned into most common people spent the product.” “但是现在呢？bp机已经成为历史,被淘汰了。而手机从几万块,到几千块,再到风雨手机那款399元的超低价,已经变成了绝大多数百姓都消费的起的产品。” „Now the rural area does not dare saying that but in the city, almost every family has the cell phone, some family each people have the cell phone, some people also incessantly have a cell phone, this compared with some domestic electric appliances, is better.” “现在农村不敢说,但是城市里,几乎每一个家庭都有手机,有的家庭每个人都有手机,有的人还不止有一部手机,这比一些家用电器,的更好。” „However computer, desktop from tens of thousands, to 10,000, again to 5,000-6,000, even to below 5000, the price also declines, but the performance is to actually turn a somersault upward rises. The price of notebook, the price drop so is not big, our Lenovo group, even if were the cutting edge of reduction.” “而电脑呢,台式机从几万块,到10000块,再到五六千,甚至到5000以下,价格也是一路走低,但性能却是翻着跟头往上涨。偏偏笔记本电脑的价,降价幅度没有这么大,我们连想集团,就算是降价的先锋了。” Liu Chuanzhi hears here, echoes to say with a smile: „Yeah, each reduction, has caused the following change of market. But along with each reduction, makes our sales volumes increase unceasingly, the profit increases unceasingly.” 刘传志听到这儿,也笑着附和道:“可不是么,我们每一次降价,都引起了市场的跟风变化。而随着每一次降价,也让我们的销量不断增加,利润不断增加。” Each reduction, after careful computation. Cannot the sales volume increase, finally the profit actually reduced, then the reduction does do, autonomy? 每一次降价,都是经过精心计算的。总不能销量增加了,结果利润却减少了,那么降价干什么,自残吗？ Like this model of inexpensive notebook, because of these consumers, does not give up the purchase price 7,000-8,000 notebooks, even the price 5,000-6,000 do not give up. 就像这款廉价的笔记本电脑一样,因为这些消费者,很多都是不舍得买价七八千的笔记本,甚至价五六千也不舍得。 But when they discovered that a notebook price only then 3000 many times, could not bear move. These people, quite therefore the new consumer, with market originally, does not superpose. 但当他们发现,一款笔记本电脑价只有3000多的时候,就忍不住动心了。这些人,就相当于是新增的消费者,与原本的市场,并不重合。 Therefore the Lenovo group can achieve the sales volume and profit also increases, does not mean the blind reduction. 所以连想集团可以做到销量与利润同时增加,并不是说盲目的降价。 Like the present, the notebook of Lenovo group, over ten thousand Yuan, 7,000-8,000, 5,000-6,000 and other scales, aim at the different customer segments separately. 就像现在,连想集团的笔记本电脑,就有万元以上的,七八千的,五六千的等几个档次,分别针对不同的消费群体。 The price, in the hand of Lenovo group, turned into a weapon, weapon that one type pushes aside other competitors. Similarly the disposition, our prices are lower, making other people have to reduce prices. 价格,在连想集团的手中,变成了一种武器,一种排挤其他竞争对手的武器。同样配置,我们的价格更低,让其他人跟着不得不降价。 However the production cost of Lenovo group is lower, therefore the profit will not reduce too, but other manufacturers, the especially thoses capacity is not high, manufacturer that is unable to reduce the list cost, slowly was pushed aside to be eliminated. 但是连想集团的生产成本更低,所以利润并不会降低太多,而其他厂商,尤其是那些产能不高,无法降低单品成本的厂商,就会慢慢的被排挤出局。 For example at this time in the North American market, under Sony, Song, Dongzhi and other Company the notebook sales volumes unceasingly drops, after the Lenovo group reduces prices, collects , but other Corporation can with the reduction, IBM and Apple Corporation continues the high-end route, but has also promoted the notebook of price common people, is Japan these manufacturers, seriously was damaged. 比如此时在北美市场,嗦尼、淞下、东之等企业的笔记本电脑销量就不断下降,连想集团降价后,汇普、戴而等公司可以跟着降价,ibm和水果公司继续走高端路线,但也推出了价格较平民的笔记本,可是岛国这些厂商,就严重受创了。 Manufacturer that some strengths are insufficient, withdrew from the North American market directly, they are that type buy spare parts assembling, belongs to end and other Company, this end and other Company, in the price and service not, that are doomed to be eliminated by the market. 还有一些实力不足的厂商,直接退出了北美市场,他们就是那种买来零配件拼装的,属于最末等的企业,偏偏这个末等企业,在价格和服务上都不咋地,那就注定被市场所淘汰。 This type pushes aside method/trick of other competitors with the price well, is Gelanshi that China uses. Global maximum microwave oven production Company, leading Boss , simultaneously now their air conditioning service, such is managing. 这种用价格排挤其他竞争对手的手段,华夏用的最好的,就是格兰士。全球最大的微波炉产销企业,龙头老大,同时现在他们的空调业务,也在这么经营。 The microwave oven market 35% shares, are Gelanshi, except for North America and Central Asia, Gelanshi is leading Boss , the price standards of various types of microwave ovens, is headed by Gelanshi formulates. 微波炉市场35的份额,是格兰士的,除了北美、中亚,格兰士都是龙头老大,各种微波炉的价格标准,也是以格兰士为首制定。 They let the microwave oven from several thousand Yuan time, enters present several hundred time. Simultaneously in world maximum microwave oven factory, is Gelanshi, they also for many microwave oven Company subcontract(or)/OEM supplier production, they, because the output is huge, the subcontract(or)/OEM supplier cost is lower than the beforehand many brand domestic-made costs, this also held other Company lives. 他们让微波炉从几千元的时代,进入到了现在几百块的时代。同时世界上最大的微波炉工厂,也是格兰士的,他们还为很多微波炉企业代工生产,他们因为产量巨大,代工的成本比之前很多品牌自己生产的成本更低,这样也就抓住了其他企业的命脉。 Now the air conditioning of Gelanshi, they also such do. 现在格兰士的空调,他们也是这么做的。 Wind & Rain Electronics beforehand researches and develops the related technology, by technology appraised as capital stock, has received in exchange for the Gelanshi stock. However Gelanshi is really decides, the Taihua holding is only one holds share of Company, is the young shareholder. 风雨电子之前研发出来许多相关的技术,也都以技术入股,换取了格兰士的股份。不过格兰士确是自己说了算,泰华控股只是一家参股企业,是小股东。 But the Gelanshi pattern, was studied by overseas many Company, but cannot imitate successfully. The p service of Lenovo group, is similar to the Gelanshi pattern, uses price weapon, has wrested away the China market, thus runs out of the entrance, moves into the world. 而格兰士的模式,被国外很多企业所学习,但没有能够模仿成功的。连想集团的p业务,跟格兰士模式相仿,也是利用价格这个武器,霸占了华夏市场,从而冲出国门,走向世界。 Step by step from the China main item, becomes the Asian main item, the Eastern European main item, the African main item, now North America, South America, Western Europe and other areas, is their main development objects. 一步步从华夏龙头,成为亚洲龙头、东欧龙头、非洲龙头等,现在北美、南美、西欧等地区,则是他们主要的开拓对象。 Liu Chuanzhi has said at the Corporation congress, the matter that Gelanshi can achieve, Lenovo same can achieve, but must do is better. 刘传志就在公司的大会上说过,格兰士能够做到的事情,连想一样能够做到,还要做的更好。 The Lenovo group also such does, after own scale is the certain extent, the capacity is 50% Company, pushes aside the weapon with price this. 连想集团也正是这么做的,当自己的规模达到一定程度后,就将产能是自己一半的企业,用价格这把武器排挤出去。 After having experienced several times, killed some You Yong skirmishers. 经历过几次之后,就将一些游勇散兵干掉了。 The price that every time sets, after the thinking deeply familiar road, they must make the price the firm barrier of profession. Before they can achieve, this time, they can achieve similarly! 每一次制定的价格,都是经过深思熟路,他们要让价格成为行业的坚固壁垒。之前他们能够做到,这一次,他们同样能够做到！ ...... …… ps: Every day increases the coin to be good to injure, increases the coin fourth child one cent to divide is less, you go to big god there flower to increase the coin, coming to fourth child here to use the normal point coin line not? The fourth child has knelt to you(.) ps:每天增币好伤啊,增币老四一分钱都分不到啊,你们去大神那里花增币,来老四这儿用正常点币行不？老四给你们跪了(。)
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