像這樣的情況已經(jīng)在最近幾周內(nèi)發(fā)生兩次了──由于低估市場(chǎng)對(duì)于產(chǎn)品的需求，導(dǎo)致全球各處店家都貼出“銷(xiāo)售一空”(sold out)的公告。第一個(gè)遭遇到這種命運(yùn)的產(chǎn)品是35美元的Raspberry Pi迷你計(jì)算機(jī)，另一款則是售價(jià)500美元的新款iPad。 但只有一家公司對(duì)于發(fā)生這樣的錯(cuò)誤情有可原。 The Raspberry Pi Foundation是英國(guó)一個(gè)小型的慈善組織，成立的宗旨在于推廣科技，而非以銷(xiāo)售技術(shù)來(lái)營(yíng)利。該基金會(huì)過(guò)去從來(lái)沒(méi)真的發(fā)表過(guò)一款產(chǎn)品，因而選擇了兩家全球渠道商Premier Farnell和RS Components為其處理首批Raspberry Pi訂單。Raspberry Pi迷你計(jì)算機(jī)在幾個(gè)小時(shí)內(nèi)就銷(xiāo)售一空。

Raspberry Pi迷你計(jì)算機(jī)(去一下水銀)ZMvesmc

蘋(píng)果公司(Apple Inc.)是一家在科技產(chǎn)品銷(xiāo)售服務(wù)領(lǐng)域擁有5,000億美元規(guī)模的公司。該公司在制造與銷(xiāo)售服務(wù)方面已經(jīng)有25年以上的經(jīng)驗(yàn)了，擁有供應(yīng)鏈專(zhuān)家、規(guī)劃師、營(yíng)運(yùn)經(jīng)理人、銷(xiāo)售與市場(chǎng)專(zhuān)才等等核心干部。過(guò)去幾年來(lái)，該公司也已經(jīng)發(fā)表過(guò)十余種產(chǎn)品了。蘋(píng)果公司還在全球行銷(xiāo)網(wǎng)絡(luò)布署自己的零售商店與通路商，如Best Buy等。該公司最近發(fā)表的新款iPad一樣在數(shù)小時(shí)內(nèi)銷(xiāo)售一空。 這兩家公司均以“前所未有的需求”作為產(chǎn)品供應(yīng)不足的理由。如果一家公司才剛成立幾年，而且一直關(guān)注于教育方面，對(duì)于供應(yīng)鏈全無(wú)經(jīng)驗(yàn)，最后又選擇了沒(méi)什么零售經(jīng)驗(yàn)的兩家通路商為合作伙伴，我們很清楚像這樣的情形是可能發(fā)生的。 但是，如果你是一家原本由CEO管理供應(yīng)鏈的公司，擁有數(shù)百家的供貨商，普遍都沒(méi)有零件產(chǎn)品庫(kù)存短缺的情況。成千上萬(wàn)的員工隨時(shí)待命，只待一紙通知下來(lái)即可馬上開(kāi)始打造產(chǎn)品。你不只能夠從上游供貨商處分享到市場(chǎng)預(yù)測(cè)信息，也可以和下游合作伙伴共同交換意見(jiàn)。對(duì)了，你還擁有自己的零售商店，你在市場(chǎng)供需方面可說(shuō)是相當(dāng)有經(jīng)驗(yàn)的。 然而，你卻無(wú)法預(yù)測(cè)都已經(jīng)發(fā)表到第三代產(chǎn)品的市場(chǎng)需求？ 對(duì)于蘋(píng)果發(fā)表的設(shè)計(jì)總能帶給市場(chǎng)耳目一新的贊嘆，我總是給予高度肯定；對(duì)于蘋(píng)果的產(chǎn)品總能維持其一貫的品質(zhì)、定價(jià)與信譽(yù)，我也給予極度的贊賞。生活在這樣一個(gè)資本主義社會(huì)下，我也支持蘋(píng)果公司能夠盡可能地賺錢(qián)營(yíng)利。但蘋(píng)果公司真的是低估市場(chǎng)需求嗎？又一次？別開(kāi)玩笑了！ 編譯：Susan Hong 本文授權(quán)編譯自EBN Online，版權(quán)所有，謝絕轉(zhuǎn)載 參考英文原文：：Lessons From Apple & Pi，by Barbara Jorgensen, EBN Community Editor

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{pagination} Lessons From Apple & Pi Barbara Jorgensen, EBN Community Editor It has happened twice in as many weeks -- underestimated demand for a product has resulted in "Sold Out" notices being posted everywhere. The first product to suffer this fate was the $35 Raspberry Pi computer. The second was the new $500 iPad. Only one company has a legitimate excuse for being so wrong. The Raspberry Pi Foundation, a tiny charitable operation, is in the business of spreading technology, rather than selling it. It had never really launched a product before. The foundation chose two global distributors, Premier Farnell and RS Components, to handle the initial orders. The device sold out within hours. (See: Distributors Sell Out of Raspberry Pi in Hours.) Apple Inc. (Nasdaq: AAPL) is a $500 billion company in the business of selling technology products. It has been manufacturing and selling devices for more than 25 years. It has a cadre of supply chain experts, planners, operations managers, and sales and marketing gurus. It has released dozens of products over the years. It owns its own set of retail stores and distributes through global outlets such as Best Buy. The new iPad also sold out within hours. (See: Apple Watch: When Failure Equals Success.) Both companies cited "unprecedented demand" as the reason for their shortfalls. I can see that happening if a company is only a couple of years old, focuses on education, has no experience in the supply chain, and partners with two industrial distributors that don't do a lot of retail business. Even they were caught off guard. But let's say you are a company whose CEO used to run your supply chain. You have hundreds of suppliers, and there are no widespread product shortages. You have thousands of employees poised to build your products with a moment's notice. And you share forecasting information not only with your upstream suppliers, but also with your downstream partners. Oh, yeah. You also own retail stores, so you have some experience with supply and demand. And yet you can't predict demand for a product already on its third iteration? Please. I give Apple credit for releasing product after product that wows the market. I also give it credit for maintaining its quality, premium pricing, and reputation. I live in a capitalist society, so I'm also in favor of Apple making as much money as it can. But underestimating a forecast? Again? You've got to be kidding.