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专访|以用户需求为基准,开拓市场寻机遇!


  前言:现阶段,各行各业在迅速发展的基础上也不断衍生出新的形态和合作模式,中国音响市场经过近十年的秣马厉兵,已经具备了迎接国际品牌的客观条件,今后相当长的时间内在专业音响的市场结构中还将维持在较高的比例,对专业音响行业来说,未来五年是一个重要的发展时期。PEAVEY作为国际知名品牌,近年来更是大动作不断,以崭新的面貌呈现在大家眼前,甚至突破地域限制,转战中国市场,成立了Peavey(百威)中国运营总部——维峰公司,并利用自身品牌实力刺穿整个中国市场空档,做出极具更有竞争力的产品。
  本期《音响中国》特邀Peavey(百威) COO  Courtland Gray先生,向我们讲述Peavey今后将会采取哪些措施开拓大中华音响市场,又将采取怎样的方式全面提升百威在大中华市场的行业地位,敬请关注!

——专访Peavey  COO  Courtland Gray

音响网(Audio160):Courtland先生,请问是什么原因促使您亲自过来参加本次PEAVEY高层论坛活动?
  答:中国市场在国际上的地位越来越高。而且,中国市场得需求与欧美市场有太多的不同,比如KTV, 我要亲眼看看这种不同,使PEAVEY品牌更快地适应中国市场,推出更多符合中国市场需求以及中国朋友喜欢的产品。
  Q: Mr. Courtland, what’s the reason makes you come to attend Peavey high level forum meeting activity?
  A: The Chinese market is becoming more and more important. And, the demand of Chinese market have too much difference as Europe and U.S. market, such as KTV market, I want to see this different personally, to faster suit the Chinese market, and lunch more products which Chinese friends will like it.

音响网(Audio160):近年来,国际市场竞争日趋激烈,音响行业不少企业的发展受到不同程度的制约,请您谈谈贵企业在发展中遇到哪些阻力?采取了哪些战略加以克服与突破?
  答:确实,近些年来,世界市场变化越来越快,最关键的是欧洲、美洲、亚洲的市场变化并不同步。如何针对不同的市场进行本土化改造是我们PEAVEY面临最大的挑战。
  Q: In recent years, the international market competition is becoming increasingly fierce, many audio companies are subject to varying degrees of limits. Please talk about the resistance during your business development. And which strategies are adopted to overcome and break through.
  A: Indeed, in recent years, the world market is changing faster and faster, the most critical is European, American, Asian market changes are not synchronized. How to make the localization of the different market is the big challenge for PEAVEY.

音响网(Audio160):请您简单介绍下百威旗下涵盖哪些品牌以及成立的背景。百威公司经过50多年的发展,至今在国际市场上获得哪些成就?
  答:PEAVEY旗下品牌众多,上世纪90年代,我们创立了媒体矩阵MediaMatrix,建筑系列AA、教堂系列SSE, 并收购了Crest Audio, 以贝司箱享誉世界的Trace, 以及Budda等著名品牌。在此次展会上,CREST AUDIO重磅推出了全新CPL系列多功能无源音箱系统。包含二分频6”、8”、10”、12”、15”、12”返送及重低频15”,共计7款产品,凭借出众的产品亮点获得众多业内人士的认可
  Q: Would you please briefly introduce the brands belongs to PEAVEY and the establishment of background. PEAVEY after more than 50years development, how many achievement in international market?
  A: PEAVEY has many brands, in last 90’s, we established MediaMatrix, Construction series AA, church series SSE, and acquired Crest Audio, and Trace which famous in Acoustic Basses, and Budda etc. And Crest Audio lunched new product-CPL series in this Shanghai shows, it include 6”, 8”, 10”, 12”, 15”, 12”monitor and bass 15”, they got recognition from our customers.

音响网(Audio160):请您谈谈百威公司产品的市场定位是什么?在国际市场中所占的市场份额是多少?(可选)
  答:Hartley Peavey先生,自1965年创立Peavey公司开始,就立志为尽可能多的音乐爱好者服务,至于我们市场份额在不同的国家比例不同。在中国,埃威姆的同仁告诉我,未来10年内争取第一,具体比例问我的同事John Feng先生。
  Q: Would you please talk about the market position of Peavey product? And What’s the market share in the international market?
  A: Mr. Hartley Peavey, established PEAVEY since 1965, he devoted to serve as many music lovers, as for the market share, there is different percentage in different countries. In China, AVM colleagues told me that try to be top 1 in next10years, as for the detail percentage, you may ask my colleague Mr. John Feng.

音响网(Audio160):2016年百威发布了哪些音响新品?未来主要面向哪些领域?这些产品在市场上具有怎样的竞争优势?
  答:在中国,我们2016年度发布的最重要的产品,毫无疑问,就是KTV系列产品。面向娱乐领域,这些产品,充分听取了埃威姆同仁的意见,秉承PEAVEY一致追求的高性价比,优势非常明显。
  Q: What new product which released in 2016? What are the main areas in the future? And what are the competitive advantages of these products in the market?
  A: We released most important product in China, there is no doubt that is KTV series product. These product for entertainment, we fully listened to AVM peoples advice, we are adhering the consistent pursuit of cost-effective the advantage is obvious.

音响网(Audio160):2016年4月,百威音响的中国运营总部——维峰公司正式成立,是什么原因促使百威公司立意要成立中国运营总部?维峰公司的成立将会给百威公司带来怎样深远的影响?
  答:正如上面所说,就像欧美市场一样,中国市场业需要本土化改造。PEAVEY支持我们多年的合作伙伴,组建维峰公司,除了运营好美国本土设计、制造的PEAVEY产品外,对PEAVEY中国本土化的改造将承担巨大责任,其标杆性作用,无疑会对PEAVEY欧洲、美洲等本土化改造产生巨大而深远影响。
  Q: In April of 2016, Peavey(China) operation headquarter-Wayfind company established, what promoted PEAVEY company to establish China operation headquarter? What far-reaching impact that Wayfind will brings to PEAVEY?
  A: As mentioned above, same as European and American markets, the Chinese market needs localization transformation. PEAVEY support our many years partner to set up Wayfind company, In addition to well operate the US designed products, also take a great responsibility for Chinese localization of PEAVEY, this benchmark role will undoubtedly make a great and far-reaching influence for Peavey localization of Europe and America.

音响网(Audio160):在接下来的发展中,维峰公司作为百威音响的中国运营总部将会采取哪些措施开拓大中华音响市场?又将采取怎样的方式全面提升百威在大中华市场的行业地位?
  答:细分领域。五十余年来,PEAVEY取得了200项专利。产品成千上万种,针对不同领域打造完整的系统是维峰最主要工作。如娱乐、政企、专业剧场剧院、公共广播、专业影院、乐器、家庭影院等等。
  Q: In the next development, Wayfind as PEAVEY (China) operation headquarter will take what ways to open up the Chinese audio market? And what way will take to improve the position of PEAVEY in Chinese market?
  A: Subdivision field. For more than 50years, PEAVEY has obtained 200 patents, tens of thousands of products, for different area to work out complete system is the main work of Wayfind. Sunch as entertainment, government and enterprise, and professional theater, public radio, professional cinema, instrument, home cinema etc.

音响网(Audio160):目前,音响市场产能过剩且同质化严重,传统市场趋于饱和,竞争日益恶意化,您认为该从哪些方面提高产品竞争力?如何利用自身优势将其困扰降到最低?
  答:我们不认为市场会饱和,相反,我们看到的是市场在不断扩大。只要有人类生存的地方,就会有音乐。不过,随着经济的发展,生活水平的提高人们的追求越来越多元化,抓住消费点,掌握消费力是提升我们竞争力的唯一通道。

  Q: At present, the audio market overcapacity and serious homogenization, the traditional market tends to saturation, competition increasingly malicious, you think how to improve the product competitiveness? And how to minimize the problem by our advantage?
  A: We don’t think the market is saturation, oppositely, what we see is the market is constantly expanding. As long as there is a place of human existence, there will have music. However, along with economy developing, and the improvement of people’s life level, The pursuit of more and more diversified, to seize the point of consumption, to master the consumption power is the only way to enhance our competitiveness.

音响网(Audio160):百威音响在国内外均有十分广阔的市场,那么百威是如何将用户需求与产品相连接的?请列举2-3个成功案例。
  答:传承经典,创新未来。我们在不同区域,与当地最有实力的经销商紧密合作,将产品本土化、研发本土化,充分掌握客户需求,有针对性地研发产品。如中国市场与埃威姆合作研发地KTV产品,与欧洲经销商合作研发地EURO系列都是成功地典范。
  Q: PEAVEY has vast market at home and abroad, Peavey how to connect with users demand and products? Please list 2-3 successful case.
  A: Heritage Classic, innovate the future. We cooperate with the most powerful dealers in different regions, make products localization, R&D localization, fully get customers demands, then develop the product accordingly. For example, for Chinese market, we developed KTV series product with AVM, and developed EURO series with European dealers, these are successful model.

音响网(Audio160):百威作为行业内乃至国际的知名品牌,您对中国音响市场有什么看法?针对未来市场的发展,百威公司在2017年市场发展规划以及未来愿景是怎样的呢?
  答:毫无疑问,中国市场是世界发展最快地市场,我的愿景与中国地同事冯先生还有所争议(笑),等我们研究好了再告诉您。
  Q: PEAVEY as a famous international brand in industry, what do you think of Chinese Audio market? In view of the future development of market, what is PEAVEY’s plan and vision of mark development for 2017?
  A: There is no doubt that the Chinese market is the fastest developing market in the world, my vision has controversy with Chinese colleagues, Mr. Feng (laugh), and so we need to study well and then tell you.

后记:
  在竞争的年代谈竞争,对个体和企业而言都是一个较敏感而又不得不面对的问题,尤其是在这两年整个音响行业的发展不景气的时候,对于一些企业和品牌来说这是一个机会,也是一个洗牌的过程,在小编看来,能在最后留下的企业都是勇于开拓和创新的企业和品牌。目前,Peavey(百威)中国运营总部——维峰公司在高速成长的过程中,建立了市场体系及客户保障机制,形成了以产品销售,产品开发,技术服务,提供大型行业应用解决方案相结合的技术和业务服务体系,将服务与创新贯穿于公司运作和管理的每一个细节,赢得客户的广泛信任与支持。因为他们始终坚信:只要用心、努力做好每一件事情,PEAVEY的明天将会更加辉煌!




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