"Value over volume" means choosing to earn more on each sale rather than chasing more sales. It is the opposite of a growth-at-any-cost strategy, and it deliberately accepts a smaller company.
「以价值换销量」
| Move变动 | Where it appeared出现位置 | What it means这句话在说什么 |
|---|---|---|
| — | The key elements of Porsche's turnaround plan 「以价值换销量」 · 第 4 张术语卡 | It is the name Porsche gives to the whole plan — value over volume — and it is why management now talks about shrinking on purpose. 这套打法的经典样板是法拉利：一年只卖约 1.4 万辆，销售回报率却接近三成。要让「少卖、卖贵」真能成立，需要三个前提 —— 品牌本身足够稀缺、客户足够忠诚（愿意为稀缺付溢价）、公司在提价之后仍能守住产品力。反例是：一旦市场萎缩，靠缩减渠道与车型去提价，很容易把还在犹豫的客户推向对手。 |