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那第二件事情我觉得就是一个销售本土化的问题。
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nà dì èr jiàn shìqing wǒ juéde jiùshì yī gè xiāoshòu běntǔhuà de wèntí.
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I think the second factor is an issue of sales localization.
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每一个国家的消费习惯，消费人群的购买习惯是不一样的。那比如说，在美国用户来讲的话，他可能更，他们比较已经很久了，已经接受了，比如说网上购物，电话购物，他们寻求的是便利快捷。
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měi yī ge guójiā de xiāofèi xíguàn, xiāofèi rénqún de gòumǎi xíguàn shì bù yīyàng de. nà bǐrú shuō, zài Měiguó yònghù lái jiǎng dehuà, tā kěnéng gèng, tāmen bǐjiào yǐjīng hěnjiǔ le, yǐjīng jiēshòu le, bǐrú shuō wǎngshàng gòuwù, diànhuà gòuwù, tāmen xúnqiú de shì biànlì kuàijié.
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In every country consumers' spending habits are different. For example, customers in the United States, they may be more, they've already gotten used to things like online shopping and buying things over the phone. What they're after is convenience and speed.
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但是在中国用户长期以来其实中国用户呢，他们更多的是喜欢看到摸到，没有看到没有摸到的东西他们就心里会觉得不舒服。
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dànshì zài Zhōngguó yònghù chángqī yǐlái qíshí Zhōngguó yònghù ne, tāmen gèng duō de shì xǐhuan kàndào mōdào, méiyǒu kàndào méiyǒu mōdào de dōngxi tāmen jiù xīnli huì juéde bù shūfu.
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But in China, customers have actually, for a long time - they prefer to see and to touch products. If haven't seen or touched a product, they don't feel good about it.
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那比较就说简单一点说个例子，就像Dell吧，Dell大家都知道在全球都是以直销模式为它主要的一个销售模式的。
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nà bǐjiào jiù shuō jiǎndān yīdiǎn shuō gè lìzi, jiù xiàng Dell ba, Dell dàjiā dōu zhīdào zài quánqiú dōu shì yǐ zhíxiāo móshì wèi tā zhǔyào de yī gè xiāoshòu móshì de.
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Then for example, a simple example would be Dell. Everyone knows that Dell has utilized 'direct sales' as their primary model all over the world.
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但是呢，它跑到中国来以后，它发现了一个巨大的问题。那么它要在中国发展市场，它要扩大它的那个销售的范围，怎么办？
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dànshì ne, tā pǎodào Zhōngguó lái yǐhòu, tā fāxiàn le yī gè jùdà de wèntí. nàme tā yào zài Zhōngguó fāzhǎn shìchǎng, tā yào kuòdà tā de nàge xiāoshòu de fànwéi, zěnme bàn?
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However, after they came to China they discovered a huge problem. If they wanted to develop their Chinese market, they had to expand their sales range - so what could they do?
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它只有去迎合中国消费人群的这种习惯。
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tā zhǐyǒu qù yínghé Zhōngguó xiāofèi rénqún de zhèzhǒng xíguàn.
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All you can do is cater to Chinese consumers' buying habits.
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那所以呢，它发现比如说在中国本土的一些计算电脑的销售厂商，他们都是在卖场里面设专柜，他们都是就通过经销商去销售，所以其实Dell现在在中国他们是有经销商的。他们也在那个卖场里面设立专柜。也可以说是销售方式的一个本土化。
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nà suǒyǐ ne, tā fāxiàn bǐrúshuō zài Zhōngguó běntǔ de yīxiē jìsuàn diànnǎo de xiāoshòu chǎngshāng, tāmen dōu shì zài màichǎng lǐmiàn shè zhuānguì, tāmen dōu shì jiù tōngguò jīngxiāoshāng qù xiāoshòu, suǒyǐ qíshí Dell xiànzài zài Zhōngguó tāmen shì yǒu jīngxiāoshāng de. tāmen yě zài nàge màichǎng lǐmiàn shèlì zhuānguì. yě kěyǐ shuō shì xiāoshòu fāngshì de yī gè běntǔhuà.
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So, Dell realized that some local computer manufacturers had set up kiosks in malls and were selling through dealers. So now, Dell also goes through dealers in China, and they've set up special kiosks in stores and malls - which you could say is a localization of their sales style.
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