几年前的一天，有位省级的某品牌洗衣机代理商，被各市县代理和用户投诉打爆了电话。问题焦点是，脱水桶在使用中发生碎裂现象。继而带来了大量的退货、返修，企业也受了不小经济损失，口碑受到重大影响。
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.
后来查其原因发现，这家洗衣机生产企业的采购，在脱水桶定制时，以自己采购量比较大为由，要求对方低于市场价不小的幅度提供产品。由于供应商不想放弃这个大的订单，但又要挣钱，就采用了质量差的原材料来加工。
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.
采购是供应链上重要的核心环节之一，事关产品质量和市场份额的稳定。一分价钱一分货，不想出高价钱，就想拿到高质量产品，运营思维的根本上就出了问题。
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.
有些行业老大或者规模型企业，其采购的强势，往往体现在把自己的成本或利润追求分摊到供应链合作伙伴身上，以至于重锤之下，你可能得到了行业最好的价格，但无法得到行业第一的质量。
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.
长期以来，通用汽车一直是行业老大。它利用全球采购量第一的地位，屡屡舞动降价大锤，若不降价就换掉供应商，甚至不分青红皂白，直接从供应商的货款中扣除百分比，作为当年的年度降价。结果是，采购价格降了下来，但整体的产品质量也跟着下来了。
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.
靠规模强势、采购强势，虽然能换来价格优势，但是没有质量优势和技术优势，久而久之，行业第一的地位是难以保持的。所以，有人感慨，行业第一的衰落，很少因为价格失去竞争力，而是在质量和技术上输给了竞争对手。更可怕的是，一旦失去行业第一的位置，行业老大们就更没有优势，以至于很快就彻底败落。
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.
有一家做冰箱的企业，在创品牌之初，为了大力推介，采用了一种比较持久而有效的“墙体广告”方式。冰箱生产企业的技术和产品质量都没有问题。但是，公关部门在选择“墙体广告”施工方的时候，以要做完某一个省全部农村所有有效墙面之量巨大，要求施工方以低于市场价将近一半儿的价格接单。
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.
面对这么大的量，施工方舍不得放弃，就忍痛接受了这个价格。但是，在冰箱企业支付一半儿的预付款之后，施工方开始施工。问题出现了：他们找了廉价民工，用喷雾器和模板潦草作业，甚至把一个学校长达几百米的围墙都喷满了。喷出的字迹模糊、标志不清不说，连墙体广告的分布密度要求也全然不顾，造成了大量的人财物浪费，效果不堪。有了摩擦后，施工方说，按你们的要求做，就得赔本儿。后来，双方协商，提高一倍价格，才算做得双方满意。但时间耽误了一个多月，市场推介效果大打折扣。
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.
物美价廉虽说是大家共同的追求，但是，我们一定要清楚，长期而言，便宜没好货，好货不便宜，是一个公理。也许人们吃亏多了，对便宜没好货有较为深刻的理解，但对好货不便宜，往往一时难以接受。试想，若你能力强、本事大，是个“好货”，你会否打八折把自己卖掉呢？
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.
作为企业的采购方，如果你总是在价格上对供应商施压，供应商还不想放弃你，只能在质量上跟你做文章。
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.
原来的电池都是金属皮的，好多年都不用换；后来为了进一步降低成本，就换成塑料的，一两年就得更换。一款新车推出后，开始价格一般都会高，质量也不错。待第二款、第三款车出来后，价格降下来了，质量也跟着下来了。你会发现，点火器不耐用了、钢板变薄了等等。接下来，市场的认可度、公信度也下降了，若运营和质量关把不好，说不定企业产品会出什么问题。
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.
实践告诉我们，短期、局部的市场可能是不透明的，价格和质量也可能是不均衡的，这种情况下，你用低价可能会买来好东西。但是，从长远来看，市场是透明的，质量和价格是一定会匹配，并最终找到均衡。
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，无论我们是多么有实力的采购方，都要以“谦和”姿态面对供应商，敬畏市场的质量和价格规律，以让供应链上所有的合作伙伴都能享受到这个集成平台的发展成果。因为，多年的压价结果，必将淘汰优质的供应商，这对供应链上所有的伙伴企业和供应链本身的长远发展，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.
转自现代物流报
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