亚士霸Mr.Danilo专访.doc

哪里有水源，哪里就有亚士霸 亚士霸Mr. Danilo专访近日本报记者有幸对知名泳池品牌企业亚士霸的Mr. Danilo关于业内的诸多问题进行了采访，主要内容如下：Good morning, Mr. Danilo! Thank you so much for taking time of your busy schedule for giving me this chance to interview you. 早上好，Mr. Danilo！感谢您百忙中抽空给予我们采访您的机会！ Asia Pool Business: For years hard work, Spain ESPA has won the major industry market of China, and gains the fully affirmation and recognition. Are there any difficulties that you ever met when you led ESPA group tap into China market? What were the major difficulties? How did you overcome it?亚洲泳池商情：来自西班牙的亚士霸经过多年的不断努力占领中国大部分的市场，并得到行业认可和肯定。请问您在带领亚士霸打入中国市场可曾遇到阻力？主要的阻力是什么？您们是怎样解决的？ Mr. Danilo：Espa has been present actively into Chinese market since the Opening of China for overseas in 1998 when Espa with a correct distribution partnership placed a consistent long term strategy to position Espa Products on the mind of Customers as a reliable and high level quality product. The consistency of our quality and the understanding of customer needs has been our main driver to overcome the market difficulties.It was a long term working strategy in order to overcome the barriers of being a new brand into Chinese Market. Today Espa Products enjoy a position where Customers require our products when they look for quality and innovation.早在1998年，亚士霸就以积极的姿态打入了中国市场，那时中国已经对海外市场开放。亚士霸采取了正确的分销合作、长期经营的战略，生产可信赖、高品质的产品以满足顾客需求。我们进入中国市场初期困难重重，在重重阻力中取胜的法宝是：注重产品质量，持续关注顾客需求。除此之外，为了在中国市场打造自己的品牌，制定了长期的工作策略来克服各种困难。如今，亚士霸已取得不错的成绩，公司的高质量、有创新的产品也得到了很多消费者的青睐。Asia Pool Business: How does ESPA seize the opportunity to maintain the advantage invincible in this fierce competition of the pool accessories industry?亚洲泳池商情：目前做泳池设备的商家越来越多，您们是如何在激烈的竞争中保持自己的优势的？Mr. Danilo： Maintain the quality strategy offering a product that goes beyond the Customers perception about acceptable quality. Provide continuous innovation on technology and product differentiation to all stakeholders of Swimming pool Business involved into our activities Provide alternatives of product range tapping the main needs of the sector Continuous improvement on products and services Being Customer Driven and understand what actually this means will always provide us a competitive advantage among our competitors Being professional, being respectful, Being ESPA贯彻高质量战略，生产高质量的产品，让顾客买得放心。持续高科技创新，产品区分详尽，满足与亚士霸泳池业务有关的所有利益相关者。提供可选择方案，满足特定领域的主要需求。持之以恒的完善，不仅完善产品，而且完善服务。以消费者为导向，真正地理解消费者需求使我们在众多竞争者当中立于不败之地。专业和敬业精神，成就了今天的亚士霸品牌。Asia Pool Business: What do you focus on the value of the Chinese market when your company taped into Chinese pool market? Are there any strategies? What are they?亚洲泳池商情：请问贵公司在开拓中国泳池市场时，最看重中国泳池市场的哪点？做出了哪些策略？Mr. Danilo：Espa is a Customer driven company where the needs of the market lead us to action.Being a international company with recognized brand due to our consistency into Swimming Pool Market provided us a know-how necessary to give what the customers want. The swimming Pool Market is not only important for Espa in China but worldwide.Espa doesnt have only a business strategy in China but a Corporate strategy aligning a global direction to our local market needs with a market-to-market differentiation strategy亚士霸坚持以市场为导向，市场的需要指引着我们的行动。亚士霸之所以能打出一个得到大家认可的品牌，发展成一家国际公司，是因在不懈努力中，知道怎样去满足顾客的需求。对亚士霸来说，中国的泳池市场和世界范围内的其他泳池市场同样重要。所以在针对中国市场制定了业务战略的同时，也已经瞄准全球不同地区的市场需求，因地制宜制定不同的目标市场战略。Asia Pool Business: Can you say something about the different development tendency between domestic pool and overseas?亚洲泳池商情：请问目前泳池设备行业国内发展现状与国外市场发展趋势不同之处在哪？Mr. Danilo：In the past the domestic pool business in China was immature where the first players would enjoy great results.Now a days the Chinese market is already in line with Overseas Markets where quality and innovation are the main drivers for decision making into consumers mind. Today the Chinese market has a fierce competition not only among international player but also from Domestic manufacturers where only INNOVATION and QUALITY will maintain a competitive advantage among competition.Espa today develop product standards highly required not only in developed markets but worldwide在过去中国国内的泳池业还不成熟时，第一批试水中国泳池市场的商家都能轻松赚到钱。如今，中国的国内市场和海外市场已经并驾齐驱，不变的是产品质量和创新始终是影响消费者的购买决心的主要因素。今天中国的泳池市场竞争异常激烈，不仅有众多的国际商家，还有大量的国内制作商。这时只有在坚持创新和确保质量的前提下才能在竞争中保持优势。现在亚士霸高标的产品已经不只是针对成熟的市场，而是面向全世界不同市场层次的。 Asia Pool Business: Would you tell what opportunities and challenges China pool accessories development will face? 亚洲泳池商情： 请问目前国内泳池设备行业发展面临的挑战与机遇？Mr. Danilo：Today we are facing a great increase in demand and also in offer into the swimming pool sector providing opportunities to new comers. However the Chinese consumer is improving the perception and understanding about product and alternatives.Only companies with consistent strategy and innovative mind set will survive in the future. Being pioneer in the product development will be the first priority for companies who want to play in the future. This is already happening.在泳池业务方面，今天亚士霸面临着不断增加产品供应满足市场需求，同时我们也真诚地为后居同行们提供机会。现在，中国的消费者正不断加深对产品及其选择的认识和理解。只有不断完善战略和提高创新思维的公司才能在走到未来。谁想成为时代的弄潮儿，谁就要将开发新产品当成工作重心，这道理已经开始得到验证。Asia Pool Business: What is the market share of domestic and foreign brands of pool accessories industry in China?亚洲泳池商情： 请问目前泳池设备行业国内外品牌在中国市场分额的情况？Mr. Danilo：Today:Domestic Brands 90 %,Imported Brands 10 %.In the future it will change due to the reduction of pricing gap between Imported and Domestic products. We can see it already happening 目前：国内品牌占 90%，国外品牌占10%。随着国内外品牌价格差距的缩小，这比率在以后将发生改变。其实，已经在发生变化了。Asia Pool Business: What are the major areas in China that high-end pool market dist