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一国外客户在疫情三年让订单激增,救了自己,也救了中国供应商,他做对了什么?

01
有一个合作了好久的客户,从2009年开始接触至今,公司一直在成长,特别是2013年换了总经理后,更是蒸蒸日上。
和十年前相比,他们的产品线从3个扩展到16个,每年的采购额翻了将近20倍,达到了4000万美金左右。
特别是在口罩三年,他们的订单依然很稳定,甚至逆势上升。
前段时间这家公司的总经理又告诉我,最近销量忽然增加,不知道什么原因,但他会找出原因。
昨天我给这个客户写了一封邮件,主要问了他三个问题:
1.采取了什么措施让一家小公司快速成长?
2.在过去三年全球经济下行的境况下,如何度过困境?
3.近期销量忽然增加的原因是否找到了?

客户很快就回复了我,我看了之后觉得可以和所有做生意的人分享一下,因为很具有参考意义,毕竟在全球化不断加深的21世纪,生意不分国界嘛(朝鲜除外,部分特殊商品除外)。
1.What strategy did you develop to make a small company growing quickly ?
I have adopted strategy of cutting non profitable skill labor( plumbers) – now we ware working with sub-contractors, I do management of cash low and financial arrangements they do the work, strictly selection of the suppliers( company didn’t know even the real name of factories) ,  price negotiations very hard directly with factories, where is was case we cut the contract, visiting by my self-suppliers premises, after first visit I cancel the contract of 5 suppliers !!!( they even do not know where factory it was located);
我采取了削减非盈利技能劳动力(如水管工)的策略——现在我们与分包商合作。我对现金短缺和财务重新做了管理安排,事实证明这是有效的。同时严格选择供应商(之前公司甚至不知道工厂的真实名称),并直接与工厂进行非常艰难的价格谈判。第一次拜访了供应商后,我取消了5家供应商的合同!!!(这些供应商甚至不知道工厂的位置);
I have resigned the contract for credit lines, XXX(客户公司名) paid 30 % interest rate(2013)  because no assets to be warranty for credit lines, now we have credit lines with max 10 % interest rate or sometimes with 1 % interest rate , but we have many assets backward master credit lines.
我取消了信贷合同,XXX(客户公司名)为此支付了30%的利率(2013年),因为当时没有资产作为信贷额度的担保。后来有了资产担保后,现在我们的信贷额度最高利率为10%,有时利率为1%。
There are many, many issues , I need to make large email, for example: in 2014 fired all the employees (2014), they were lazy and liars, they didn’t accept the change I imposed for all company departments, I hired 20 new people, fresh people willing to work and have above average income, now I have a team of 40 employed, motivated, serious, interested in the good running of the company, starting 4 years ago, I paid them 14 salaries instead of 12, a Christmas bonus salary, an Easter bonus salary, I offered them a hot meal on day, we created beautiful and elegant working conditions for them, all of the above contributing to the increase of involvement at all levels of activity.
有很多很多问题,我需要发大量的邮件。例如:2014年我解雇了所有员工,他们既懒惰又撒谎,不接受我为公司所有部门强加的改变。
然后,我重新雇佣了20名新人,这些新人愿意工作,他们的收入高于平均水平。现在我有一个40人的团队,他们有工作很积极、也很认真,对让公司能良好运营感兴趣。从4年前开始,我给他们发了14个月份工资,一份圣诞奖金,一份复活节奖金,我还会在节日当天给他们提供了一顿大餐。我为他们创造了美丽优雅的工作条件,所有这些都有助于增加各级活动的参与度。
I have re-certified all products with help of suppliers, I have registered at OSIM 5 brands, I made many, many marketing activities, leaflets, catalogues , actions on Facebook, Twitter, etc( only for this I paid 150.000 eur) , I opened 3 online shops, etc.
我在供应商的帮助下重新认证了所有产品,我注册了5个品牌,我在Facebook、Twitter等上做了很多营销活动、传单、目录、活动(仅为此我支付了150000欧元),还开了3家网店等。
2. In the past three years, the global economic situation has declined,  how did your company get through this difficult time.
In XXX business decline it wasn’t very aggressive, during Covid restrictions we increased a lot, many people cancel holidays, travelling and decide to change HVAC system in the home, enterprises, I have observed this trend and  did bigger acquisitions for having stock, especially from Midea, TCL and Haitai, having stock enough when other companies where afraid to invest, gave very big potential of sales to XXX, I wasn’t afraid of pandemic, I have adopted KISS law, and finally I have seen that my strategy it was correct and fruitfully .I was thinking like this : if it is worst environmental for leisure must be opposite for other activities: people need heating and cooling, especially when they sit only in home!!!
XXX行业的下滑并不是特别严重,在Covid期间有很多限制,许多人取消假期,旅行,决定改善家里的暖通空调系统,所以我们的业绩在COVID期间是有所上升的。
我观察到了这一趋势,增加采购订单,特别是从美的、TCL和海泰那里大量进货,让库存充足。当其他公司害怕投资时,却给了XXX(客户公司名)很大的销售潜力。我不怕疫情,采用了KISS法,最后证明我的策略是正确且卓有成效。我当时是这样想的:如果休闲环境最差,那么其他活动的情况肯定相反:人们需要取暖和制冷,尤其是当他们只坐在家里的时候!!!
3.Have you found any reasons for the sales increasing recently?
The reason of sales is coming from two opportunities , missing stock of Ariston and Ferroli and entering two big mega-shops ( they just order 800 pcs XXX) , and one of our competitor died ( I mean the main shareholder die and no one continue the business).
销售增长的原因来自两个机会,Ariston和Ferroli在市场的的库存没有了,二是和两家大型商店开始合作(他们一次性订购了800件XXX),而我们的一个竞争对手去世了(我的意思是主要股东去世了,没有人继续经营)。
02
客户非常认真地解答了我的问题,并期待我的回复。


我今天会跟客户聊更深入的问题,并且会对他们公司未来的发展提出自己的意见。
所以,没事儿多跟客户聊点有价值的东西,这个价值不仅仅是对自己有,对对方也要有价值,别整天想着催单赚别人的钱。
你把东西倒是卖出去了,钱也赚到了,别人买了之后能不能顺利卖出去,能不能赚到钱,有多少业务考虑过?
好啦,希望客户的这封邮件能让一些人感悟到什么,不仅仅是做业务,还有公司的管理运营,以及一个合格老板的各项素质。

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