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决定产品价格的是品质和服务,低价竞争,饿了同行,累了自己,坑了客户！-yb亚博全站首页

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2021-09-15 00:00

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守不住利润只有死路一条

近年来，各行业企业“倒闭”、“关停”、“破产”、“拖欠工资”、“业绩下滑”、“亏损”等消息动摇人心。由于国内产能过剩严重，很多企业要么没生意，要么靠低利润走量维持生存。

除了外部环境，内在的恶性竞争也在吞噬快消品行业的好光景。为了维系客户、保证有生意可做，一些企业不惜以“保本”姿态卖货，加重了更多中小型厂倒闭风险。

“价格多低的生意都有人做！”现在看来，比“倒闭潮”更可怕的是“低价竞争”。

在买卖市场里，买东西嘛，当然要挑便宜的买，可关键的问题却是，在客户无法对产品质量进行鉴别的情况下，卖家无底线的经营，最终扰乱了市场，出现了饿死同行，累死自己，坑死企业的错误现象。

饿死同行

比如在同一个地区，有50家同类型的厂家，而同一个地区里有50家需要的加盟商，如果有一家厂用低价搞定了10家加盟商，那剩下的49家厂家就只有40个机会了，接不到订单的就直接饿死。长此以往，市场就被扰乱。

累死自己

公司毛利率控制在20%左右属于正常范围，可实际上有的商家为了有生意做，毛利率5%也在接，有的2%，甚至更低。接到单了，当然高兴，小公司热火朝天日夜不停地赶着发单，发货。

在这看似繁荣的背后，商家的日子真的好过吗？到年底一算账，除去工人工资，房租费，水电费，市场推广费，物流费，卫生费，网络费，电话费，各类罚款，唉，辛辛苦苦干一年，到头来就剩下三瓜两枣，还不如给别人打工赚的多，何苦呢？

有一句行话叫“买的永远没有卖的精”，不是内行人永远不知道这行业这水有多深。近段时期，越来越多的企业负责人抱怨，低价竞争已经扰乱了正常的行业秩序。“不管什么样的产品，总有更低价格的产品出现。不管下游的用户给出的价格有多低，总有人会接单。从生产的角度来看，这样的价格根本无法保证利润率，如果他们能做，那也肯定是在原材料和工艺上偷工减料了。”长此以往，行业的健康发展势必受到威胁，中国制造的影响力一定会下降。

坑死下游客户

买家以为占了个大便宜，殊不知最该哭的是自己。经常听到各种客户抱怨问题，殊不知原材料成本上涨严重，各方面成本居高不下，这么低的价格能买来什么样的高质量的产品呢？贪图便宜最终损害的是自己的切身利益。

有些客户经常会说“你这个成本才多少钱，却要价这么贵！”。亲们！给你钢筋和水泥，你能自己去盖房啊！给你一把手术刀，自己能切个双眼皮啊！给你一根针，你给自己针灸啊！给你一个篮球，你去打nba啊！给你一把剪刀，你自己去剪头发啊！人们什么时候才能尊重别人通过自己多年的时间金钱精力换来的精湛技术和宝贵经验呢？我们花费了那么多的时间和精力只为了提供更好的质量和服务！

“白忙不挣钱，毁了产品，毁了市场”

2019年的市场愈加饱和，竞争是越来越激烈，面临的竞争对手也是数不胜数。由此很多门店都身不由己陷入价格战这片红海之中，有的门店甚至出现“不打折不成交”的现象。

你为什么会迫不得已卷入这场“价格战”呢？原因很简单，你认为自己的产品跟竞争对手的产品是没有区别的，只要价格比竞争对手的便宜，就会带动你的销量。但是，销量起来了，你的门店利润真的提高了吗？这样盲目的价格战，谁量大谁就获得了成本优势，而量大的前提是价格低下。一周调3次价格，导致消费者不敢买你的产品，因为他不知道明天你的价格是不是会更便宜。

这年头，给你10元娶凤姐和花100万娶范爷，你选哪?决定产品价格的不是我们，是品质！市场拼的永远不是价格，而是价值，无惧时间考验，信誉依然保证…你若高贵，一切都便宜，你若便宜，一切都好贵！

没有硬核实力别做价格战

当你深陷到这场无硝烟的战场中，还想全身而退是不可能的。因为价格做烂了，市场做坏了，你想恢复到原来的状态，付出的代价就大了，有时候需要付出死掉一批货的代价，甚至是让一个系列产品彻底消失。

新生的力量不是来自于飞蛾扑火般的不怕死者，而是来自于反其道而行之的、坚守自己品质定位和价格定位的执着者。

相较于大品牌，小品牌除了要抵抗大品牌的洗牌打压，可能还要经受对手不断抛来的降价压力。这时我们要想活下去，要怎样做好准备迎接价格战呢?

不是所有品牌都是你的竞争对手，都是你的对象。比如大品牌有实力有美誉还有金钱，你无法抗衡的；当地小品牌，价格低，款式还模仿，你就一直苦于这些小品牌的竞争，他会拖累你，分散你的精力。所以，当你还没具备大品牌的硬实力和娴熟技术的时候，千万慎打“价格战”。

与其打价格战不如提升用户体验与服务

“价格战”永远做不成大品牌，德国人将禁止打价格战写入法律。因此一个人口仅有8000万的国家，却造就了 2300 多个世界名牌，让“德国制造”享誉全球。

在这个作死的时代，请别作死别人，又作死自己。和恶性循环的“价格战”死磕到底将会全局崩盘，请你始终保留自己的底线，坚持自己的品牌定位，无论是品质定位还是价格定位。

一家卖场就有好几百家品牌，再加上互联网信息的透明化，选择权已经完全交到用户的手上，现在彻底进入用户为王的时代。谁读懂消费者，谁就有机会占领先机。

让“价格战”变成“价值战”

若不想被行业淘汰，必须淘汰过时的手段，跟上时代的步伐，用创新的思维，让门店“永葆青春”。将消费感觉转化成消费价值，分析城市、群体、风格、年龄、预算等要素，然后告诉消费者：“我们懂你，我们卖的不是我们想卖的产品，而是你想要的需求。”

坚持自己的产品价值，坚持自己的商业价值，坚持自己存在的价值。对产品的品质、品牌和服务应当更严苛，在性价比、产品功能、美学设计、价值标签等方面做到更出色。

失去了价格、品质、服务、体验、利润，无论你多强大，没有利润谈何生存，没有质量如何强大！唯有品质产品，质量过硬，外加专业的营销系统和真诚的服务，便能深入消费者心中。那你还不屑卷入到“价格战”中吗？当“隔壁老王”在疯狂降价的时候，你的“逆道而行”也同样能够脱颖而出。

致我们亲爱的客户

生活的格调在于您的品味，产品的质量在于您的选择！只选对的，时间会证明您的理性和远瞻！好贵，没错，因为好，所以贵！产品贵在品质，人贵在品味！

一哥们去买驴肉卷饼，对老板说：“给我卷一个，不要葱，给我多放点肉，放，放，再放，再放点，再多放点……”老板抬头看着他，幽幽地说：“我给你卷头驴吧？” …

服务的前提是利润，利润空间可以被挤压，但不能消失，否则连同利润一起消失的还有服务。请不要一味的过度要求，每个公司都要生存，你拿走了厂家的生存空间，服务、品质怎么保障？做企业就是做良心，我们宁愿为价格解释一阵子，也不要因为品质，向客户道歉一辈子！有时候我们会对您说： no ，因为我们会用心去做好每一件事，不仅是对您负责，更对自己负责！

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