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Sales Localization

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IN THIS LESSON
ID: 1647 Upper Intermediate
You didn't think that localization stopped at the product, did you? The interview series with real-life marketing manager Kay continues in this lesson, where localization of sales model is explored, using the familiar example of Dell.
Mon Apr 11 2011 | Jenny, John
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SIMPLIFIED PINYIN ENGLISH  
本土化 běntǔhuà localization
习惯 xíguàn habits
人群 rénqún group
购买 gòumǎi to purchase
那第二件事情我觉得就是一个销售本土化的问题。
nà dì èr jiàn shìqing wǒ juéde jiùshì yī gè xiāoshòu běntǔhuà de wèntí 。
I think the second factor is an issue of sales localization.
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。
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 。
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.
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。
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 。
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.
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。
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 。
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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