如何面對(duì)惡性價(jià)格戰(zhàn)？——結(jié)合實(shí)際案例

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對(duì)價(jià)格敏感的國(guó)外批發(fā)商、進(jìn)口商，討價(jià)還價(jià)那是家常便飯，容易讓我們陷入“價(jià)格戰(zhàn)”的旋渦。
上案例。
客人收到前供應(yīng)商非常低的價(jià)格，此封郵件意圖非常明顯：降價(jià)。
Hi Julie,
We recently received updated offers from one of our previous suppliers and have noted some key differences in pricing, kindly see the attached comparison.
As you are our current supplier for these items, it is our duty to provide you with the right of reply before we are to take further action.
Please take this opportunity to review any changes that can be made, awaiting your early response.
我方回復(fù)：
To be frank I was shocked by their price, ——前供應(yīng)商給的價(jià)格，目的是搶回這個(gè)客戶，所以我們和客人一樣，對(duì)這個(gè)價(jià)格表示驚訝。
As u know most of the items they have updated in Jan already with big decrease as below,
I can't imagine anybody can decrease price dramatically as below for such simple and low value items without reduce spec.,
To be frank it seems not reasonable with our knowledge and understanding in this field, i am not sure if you checked their samples with this price.
We are not afraid of competition if it was compared apple to apple, otherwise it's not fair, ——表面是對(duì)如此簡(jiǎn)單粗暴大幅度降價(jià)的不解，實(shí)則從側(cè)面提醒客人超低價(jià)背后的風(fēng)險(xiǎn)。
Anyway, once you have any estimated qty, we would check price again base on raw material price and exchange rate by then,
Appreciate your understanding.  

客人表示對(duì)前供應(yīng)商品質(zhì)很熟悉，并不擔(dān)心這點(diǎn)。對(duì)于這波大幅度的降價(jià)，客人理解為想要搶回生意。
These are all items that were previously supplied by HD, so we are familiar with quality/specs, all same ,same.
I guess they want some of this business back .

我方回復(fù)：
Yes I can feel they are eager to take these items back, with bleeding, :), everybody is struggling during this difficult period,
Anyway, we have reviewed all the items with relative factories and reduce some cents again as attached for your consideration,
Since there are still big gap for sprinkler items, we will respect if you are willing to switch them back, or let us to know how much we still need to improve,  ——對(duì)于價(jià)格差距比較大的，我們尊重客人的選擇，如果想要換供應(yīng)商的話，這可以理解。
But for hanging basket and hooks are very similar, and only small difference for gloves, hopefully we could keep them with thanks. ——對(duì)于價(jià)格接近的，我們還是希望客人可以選擇我們。

客人回復(fù)：
The red highlighted items are at risk, I cannot justify keeping with you guys with the differences .——客人保留轉(zhuǎn)單的可能。
The other items where it is a cent or two, we will keep with you, pending what can be done on the problem items .——對(duì)于價(jià)格產(chǎn)別不大的，客人還是會(huì)找我們下單。
We don’t play games, the prices quoted are what HD provided, they are not “target” prices , in reality I should change all back to them but I prefer to keep our relationship. ——客人要我們認(rèn)真對(duì)待這個(gè)價(jià)格問(wèn)題，不是在玩什么游戲，按照道理客人是要轉(zhuǎn)單走的，可是還是選擇跟我們合作，表明客人合作的誠(chéng)意。
我方回復(fù)：
I do trust you were not play games,
1. Sprinklers, we will give up on these, no problem.
2. All metal items include hanging basket and hooks, since will be produce in same factory with same packing way,
for better handling and presentation in store, we would suggest you use same source, we will reduce cost of 61238,61240&61241 with same price of HD, so no difference,
and for 63054, there was a mistake for current price, which is $0.55, not $0.65, and we updated price could be $0.52 then it's only 2 cents difference, can you pls accept these?
3. Gloves item, because we still have some materials in stock of 60757 & 60760(it's same product with different packing),
we will reduce some cents again as below, by now it's 2 or 3 cents difference, hopefully could be acceptable,
if not, pls let us shipped all stock material with same price as HD, and then you switch it ?
When we were talking about price of a big range, usually only check over GP %, it's normal some items to win, possible also some to lose, ——當(dāng)我們看一整個(gè)系列產(chǎn)品價(jià)格時(shí)，我們往往會(huì)看整體的利潤(rùn)率，有些賺錢有些不賺錢。
If only take a few items out for comparison that's possible our price is 2-3 cents higher, but if take all the items into consideration, could be very similar, or even better, ——提醒客人，可能某幾款我們價(jià)格高了，但是從整體來(lái)看，可能價(jià)格非常接近，甚至更好。提醒客人不要因小失大。
And our goal is supplying customers with the best quality/price ratio products, not only price. If you see we are loosing advantage on some items it's normal to switch order, we will respect your decision. ——我們的目標(biāo)是給客人提供最好性價(jià)比的產(chǎn)品，而不單單只是低價(jià)。如果客人覺(jué)得我們?cè)谀硯讉€(gè)產(chǎn)品上失去優(yōu)勢(shì)，我們尊重客人的選擇，態(tài)度中肯，不卑不亢。
Appreciate your trust and support to offer the opportunity for us to review these again, thanks a lot. ——客人拿到超低價(jià)，首先是來(lái)找我們商量，是客人對(duì)我們的信任，對(duì)此表示感謝。
客人回復(fù)：
Anna will input the new prices into our system .
We have significant orders already in the system, even for the sprinkler items, we are not in the position of cancelling orders to change source so we will leave as is, provided you accept that the o/s orders will be charged at the new prices,——客人表示目前不會(huì)轉(zhuǎn)單，系統(tǒng)里會(huì)更新上我們最新提供的價(jià)格。
至此，價(jià)格問(wèn)題告一段落。我們?cè)诮Y(jié)合了自身成本、利潤(rùn)和競(jìng)爭(zhēng)對(duì)手的價(jià)格后，給出了我們能接受的價(jià)格，安撫了客人，讓他定下心來(lái)地繼續(xù)與我們合作，打消了HD這一波超低價(jià)搶客的意圖。
面對(duì)討價(jià)還價(jià)，我們不要慌張，客人之所以還來(lái)找我們討論價(jià)格，是還想跟我們繼續(xù)合作的，不然早就偷偷轉(zhuǎn)單了。對(duì)于低于我們很多的價(jià)格，首先要做一個(gè)區(qū)分，是惡性價(jià)格競(jìng)爭(zhēng)，還是我們的價(jià)格確實(shí)報(bào)高了。對(duì)于案例中的產(chǎn)品，是做了很多年的老產(chǎn)品了，成本不難摸清楚，所以首先要對(duì)自己的價(jià)格有信心，告訴客人我們可以做出的讓步，以及對(duì)于價(jià)格我們的態(tài)度，不卑不亢，用尊重?fù)Q尊重。相信客人會(huì)做出明智的選擇。

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