幾年前的一天，有位省級的某品牌洗衣機代理商，被各市縣代理和用戶投訴打爆了電話。問題焦點是，脫水桶在使用中發生碎裂現象。繼而帶來了大量的退貨、返修，企業也受了不小經濟損失，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.
后來查其原因發現，這家洗衣機生產企業的采購，在脫水桶定制時，以自己采購量比較大為由，要求對方低于市場價不小的幅度提供產品。由于供應商不想放棄這個大的訂單，但又要掙錢，就采用了質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.
采購是供應鏈上重要的核心環節之一，事關產品質量和市場份額的穩定。一分價錢一分貨，不想出高價錢，就想拿到高質量產品，運營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.
有些行業老大或者規模型企業，其采購的強勢，往往體現在把自己的成本或利潤追求分攤到供應鏈合作伙伴身上，以至于重錘之下，你可能得到了行業最好的價格，但無法得到行業第一的質量。
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.
長期以來，通用汽車一直是行業老大。它利用全球采購量第一的地位，屢屢舞動降價大錘，若不降價就換掉供應商，甚至不分青紅皂白，直接從供應商的貨款中扣除百分比，作為當年的年度降價。結果是，采購價格降了下來，但整體的產品質量也跟著下來了。
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.
靠規模強勢、采購強勢，雖然能換來價格優勢，但是沒有質量優勢和技術優勢，久而久之，行業第一的地位是難以保持的。所以，有人感慨，行業第一的衰落，很少因為價格失去競爭力，而是在質量和技術上輸給了競爭對手。更可怕的是，一旦失去行業第一的位置，行業老大們就更沒有優勢，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，在創品牌之初，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。冰箱生產企業的技術和產品質量都沒有問題。但是，公關部門在選擇“墻體廣告”施工方的時候，以要做完某一個省全部農村所有有效墻面之量巨大，要求施工方以低于市場價將近一半兒的價格接單。
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.
面對這么大的量，施工方舍不得放棄，就忍痛接受了這個價格。但是，在冰箱企業支付一半兒的預付款之后，施工方開始施工。問題出現了：他們找了廉價民工，用噴霧器和模板潦草作業，甚至把一個學校長達幾百米的圍墻都噴滿了。噴出的字跡模糊、標志不清不說，連墻體廣告的分布密度要求也全然不顧，造成了大量的人財物浪費，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，雙方協商，提高一倍價格，才算做得雙方滿意。但時間耽誤了一個多月，市場推介效果大打折扣。
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.
物美價廉雖說是大家共同的追求，但是，我們一定要清楚，長期而言，便宜沒好貨，好貨不便宜，是一個公理。也許人們吃虧多了，對便宜沒好貨有較為深刻的理解，但對好貨不便宜，往往一時難以接受。試想，若你能力強、本事大，是個“好貨”，你會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.
作為企業的采購方，如果你總是在價格上對供應商施壓，供應商還不想放棄你，只能在質量上跟你做文章。
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，開始價格一般都會高，質量也不錯。待第二款、第三款車出來后，價格降下來了，質量也跟著下來了。你會發現，點火器不耐用了、鋼板變薄了等等。接下來，市場的認可度、公信度也下降了，若運營和質量關把不好，說不定企業產品會出什么問題。
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.
實踐告訴我們，短期、局部的市場可能是不透明的，價格和質量也可能是不均衡的，這種情況下，你用低價可能會買來好東西。但是，從長遠來看，市場是透明的，質量和價格是一定會匹配，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力的采購方，都要以“謙和”姿態面對供應商，敬畏市場的質量和價格規律，以讓供應鏈上所有的合作伙伴都能享受到這個集成平臺的發展成果。因為，多年的壓價結果，必將淘汰優質的供應商，這對供應鏈上所有的伙伴企業和供應鏈本身的長遠發展，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.
轉自現代物流報
http://www.dgguanxi.cn
