如何應對低價市場困境?How do you deal with a difficult market of low pricing?
When things get though the immediate reaction of the market is to lower the prices. This is understandable, a much higher supply than demand due to multiple factors like a slower economy, domestic and international, markets no longer available like the United States one, the invasion of imported brands from Italy, make the domestic manufacturers turn their heads to the domestic market to try to sell their products and factories capacity creating this overwhelming supply much larger than the demand creating a tsunami of lower prices in the market. But, how do you deal with that?
當情況要挺過去時，市場的即時反應就是降低價格。這是可以理解的，由于國內和國際經濟放緩、美國市場不復存在、意大利進口品牌的入侵等多重因素，供應遠高于需求，這使得國內制造商轉向國內市場并試圖出售其產品和工廠產能，這造成了壓倒性的供給并且遠遠大于需求，從而導致了市場上更低價格的海嘯。 然而，您是如何處理的呢？
Many companies can’t sustain a market with lower prices for a long period of time and simply end up closing their doors forever, like it has happened in the last couple of years to multiple brands or companies. This situation could last for a few years and the pandemic just made it worst.
許多公司無法在市場上長期維持更低價格，最終只能永遠倒閉，就像過去幾年里多個品牌或公司的情況一樣。 這種情況可能持續數年，疫情只是令它更加嚴峻。
When you are comparable with your competition in the ceramic market what is going to happen with the price? The customers have the easy decision to buy from the brands that sell the ceramic comparable products at the lower prices. So, what is the solution?
當您在陶瓷市場上與競爭對手相比時，價格將會如何？ 客戶會輕易地決定從以較低價格出售同類陶瓷產品的品牌中購買商品。那么，怎么辦呢？
Differentiation! When you provide a product and or service that is unique in the market it certainly helps. Some people say that quality is part of the solution but I don’t think it is enough to be honest with you.
差異化！ 當您提供市場上獨一無二的產品或服務時，無疑是有所助益的。有人說質量是解決方案的一部分，但實話告訴你，我不認為這就足夠。
Customers are not educated enough to understand the physical and technical characteristics of the tiles from the different brands to notice which one is better than the other or which one has better quality.
消費者沒有足夠信息去了解不同品牌瓷磚的物理和技術特性，從而無法發現哪個品牌比另一個品牌好，或者哪個品牌的質量更好。
Businesses in general have been changing throughout the years, in the old-days availability was the most important thing. Whoever had the product was the one that was getting the orders. But in our case does not apply since everyone has more or less the same product. It only applies when the product is unique or if you are the only brand that has that type of item.
總的來說，這些年來市場一直在變化，在過去，供應是最重要的。誰擁有產品誰就是獲得訂單的人。但由于每個人或多或少都擁有相同的產品，因此對我們而言并不適用。 這僅僅在產品獨一無二或您是擁有該類型商品的唯一品牌時才適用。
The second era of business was when everyone was offering the same thing people would buy based on whoever offered the product at the lowest price. This is exactly what is happening in the market now. When the consumers can’t differentiate between the brands they will buy from the lowest priced one or from whoever they think offers the best and most reliable quality
商業的第二個時代是，每個人都提供相同的東西，人們會根據提供產品的最低價格來購買。這正是目前市場上在發生的情況。當消費者無法從品牌中區分時，他們會從最便宜的，或者從他們認為提供了最好和最可信品質的任何品牌中購買。
Most businesses and brands stop here relying on availability (which no longer applies because we all have the same product), quality (does not apply either since the customers can’t tell the difference) and price (which is a never ending battle and losing effort) there will always be someone that will offer their products at ridicule low prices, much lower than you possibly can. So where are the last 10 years of business education? What happen to them? Did those years get lost? Forgotten?
大多數企業和品牌止步在對這幾方面的依賴，供應（這已不適用因為我們都擁有相同的產品），質量（這也不適用因為客戶無法分辨差異）和價格（這是一場永無止境的戰爭和失敗的努力），總會有人以低得離譜的價格提供他們的產品，價格遠低于你可能做到的。 那么最近十年的商業教訓在哪里？ 他們怎么了？ 那些年輸了嗎？ 被遺忘了嗎？
After the eras of availability, price and quality came the era of differentiation. Customers want to get their hands on different things and you have to be able to create something unique and different for them, which at least give you a temporary advantage over the competition. This was exactly what happen to us in 2015 when we made a big change offering the most complete modern rustic product offering including store design, decoration and application. It lasted for a good 2-3 years until everyone else shifted to this style. During those years was when we experienced our biggest growth in the market and our sales kept growing to significant higher amounts. Once many companies changed to the modern rustic then our clear competitive advantage slowly started fading.
在供應時代之后，價格和質量進入了差異化時代?？蛻粝Ｍ@得與眾不同的東西，而您必須能夠為他們創造出獨特和不同的東西，這至少讓您在競爭中擁有暫時優勢。這正是我們在2015年做的事，當時我們進行了重大改變，提供了最全面的現代仿古產品，包括店面設計、裝飾和應用。它持續了2-3年，直到其他所有人都轉變到這種風格。 在那幾年里，我們經歷了市場上最大的增長，銷售額也不斷增長到顯著的更高水平。一旦許多公司轉向現代仿古風格，我們明顯的競爭優勢便開始慢慢消退。
We were still ok because the market and some customers knew we were the first that offered this revolutionary style but then the same thing that happened to Apple IPhone happened to us. Once those competitors like Huawei, Samsung, Oppo, Mi, started offering similar phones to the market the IPhone certainly lost some luster. But kept in some way its place due to two important things: The quality of the phone and the differentiation of its system IOS. Price has never been an advantage for them, but also is not a big problem which clearly exemplifies what I have been explaining.
我們仍然還好，因為市場和一些客戶知道我們是第一個提供這種革命性風格的人，而后來蘋果公司遇到了同樣的事情。 一旦像華為、三星、Oppo、小米這樣的競爭對手開始向市場提供類似的手機，iPhone肯定會失去一些光彩。但由于兩個重要因素，它的地位在某種方式上得以保持：電話的質量及其系統IOS的差異化。 價格從來都不是他們的優勢，但也不是一個大問題，它可以清楚地佐證我所闡述的內容。
The business eras do not stop here. We have already started a new era where being different is not enough, you have to be radically amazingly different from the competition in order to stand out. You have to be ready to make extra-ordinary things. When you are clearly different and offering a unique product or concept you have a temporary monopoly and for this period of time you enjoy a clear advantage that eventually represent potential better sales.
商業時代不止步于此。我們已經開啟了一個新時代，與眾不同還遠遠不夠，您必須與競爭對手形成驚人差異才能突圍。您必須準備好做出一些非同尋常的事情。當您明確地與眾不同并提供獨特的產品或概念時，您將獲得暫時的壟斷地位。在此期間，您將享有明顯的優勢，最終體現出更好的銷售潛能。
So what is exactly the meaning of differentiation? Or being amazingly different?
那么差異化的確切意思是什么？驚人的差異呢？
In the world of business many companies claim or say that they are different, but do they really understand the real meaning of this word? It is more complex than you think because differentiation is like an onion that has multiple different layers. But that I will explain on the next week’s article!
在商業世界中，許多公司都聲稱他們是與眾不同的，但他們真的理解這個詞的真正含義嗎？它比你想象的要復雜，因為差異化就像一個洋蔥，有多個不同的層次。我將在下周的文章中進行解釋！
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