Chengdu Bao Ye Heng Sheng Light Technology Co., Ltd.
發布日期:2018-08-02 23:36:12 瀏覽次數：1474
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ALTO 2000年成立在意大利的EMILIA，這是一個充滿藝術與科技交融的地方，也是意大利最著名的歌劇作家Gluseppe Verdi (威爾第)的故鄉，亦是世界頂級跑車Ferrari(法拉利)，Maserati(瑪莎拉蒂)及Lamborghini（蘭博基尼）的生產基地。ALTO聲樂上的意思是指男高音（女低音）聲部，其音域由E調至G2音諧，是音樂中使用最主要的音諧，也是歐洲繁榮昌盛的制造商中杰出的代表。
ALTO 投放市場后，以其優良的品質、極高的性價比、時尚的外觀設計引起業界轟動，在短短的4年時間，就成為行業內的知名品牌，并在本世紀初一躍成為行業領導品牌之一。隨后，由于ALTO 內部股權變更，新的執行團隊制定新的市場發展方向，把戰略重點放在歐美市場，成效卓著，有源音箱等產品擁有極高的市場占有率極。 2010年，源自意大利的ALTO被美國in music集團全資收購。2014年與龍健集團達成戰略聯盟，聯合業界精英組建ALTO中國運營中心，使ALTO在中國市場大放異彩。ALTO品牌誕生后，不僅被授予“行業內的領導者和先進的開拓者”的榮稱，更被公認為“二十一世紀最優秀的擴聲方案供應商之一”。
2017年2月25-26日，來自五湖的眾多優秀經銷商齊聚龍健集團總部參加“音享世界·一起前行”2017年美國ALTO第二屆經銷商大會，提升ALTO的品牌知名度和在音頻行業的影響力！為表重視，ALTO亞太區銷售總監Peter Workman先生不遠萬里來華參加本次經銷商大會，并在會上對ALTO全球發展對大中華的做了重點部署計劃，加強與經銷商、代理商之間的交流溝通，增進彼此間的合作，步步推進ATLO在中國的發展。
正值這難得的機會，CA001有幸采訪到ALTO亞太區銷售總監Peter先生，與他面對面聊一聊ATLO在進駐中國市場的發展戰略，市場定位以及ATLO未來的長遠規劃。
CA001: After being full acquisition from inMusic, ALTO cooperated with LONG JIAN and built the China Operation Office in 2014. ALTO achieve powerful alliances and great development. What’s the reason about this cooperation? How about the market positioning strategies of ALTO in China?
CA001: ALTO品牌被inMusic全資收購后，2014年與龍健集團合作，組建ALTO中國運營中心，實現強強聯合，使ALTO在中國市場綻放異彩。是什么原因促使這樣的合作的呢？ALTO在中國市場的定位是怎樣的？
Peter: When inMusic acquired ALTO in 2009, our first priority was to develop new products. We are an American company, so of course our engineering and product development teams focused on products in high demand in the USA. Eg. In 2010 we launched the Truesonic Active speaker series, and they quickly became the number one selling loudspeakers in America. We have also done extremely well with those same models in many other countries.In spite of all those successes, we felt like there was more that could be done in China.
Peter: inMusic集團在2009年收購 ALTO的時候,首要任務就是開發新產品。我們是一家美國公司,當然我們的工程和產品開發團隊也是專注于美國市場對產品的需求。比如，在2010年,我們推出了Truesonic系列有源音箱, 并且在美國這個系列的有源音箱也迅速成為銷售第一位。同時在許多其他國家，這個系列的產品也銷售的非常好。盡管我們取得了這么多的成就,我們還是覺得可以為中國市場做的更多。 CA001: ALTO entered the Chinese market a few years ago, and has achieved good results.Have you encounter any challenges? What are they and how did you solve them? And at the different stages, what kind of adjustments and changes did you make? CA001: ALTO進軍中國市場幾年，取得不俗的成績。在發展的過程中，有沒遇到什么挫折，如何解決的？在不同的發展階段，ALTO有做什么調整？
Peter: ALTO products were being sold in China before we acquired the brand, but those products were not of a quality expected from an American brand. Our first challenge in China, was to offer new models and establish Alto as an American brand offering high quality products. Our second challenge, was to gain a better understanding of what products would do well in the Chinese market.
Peter: 在INMUSIC集團收購ALTO這個品牌之前，ALTO的產品也一直都在中國銷售, 但是那些產品對于一個美國品牌而言，并沒有達到品牌預期的質量。我們在中國的第一個挑戰是,研發出更多的高品質的新產品，建立Alto美國品牌的良好形象。我們的第二個挑戰是更好地了解什么是中國市場受歡迎的產品。
CA001: The basic way of the strategy about ALTO is: Different products for different market development to meet the needs of different countries and regions, to provide users with the best cost-effective products and the most complete audio system solutions. how do you practice the guidelines?
CA001: ALTO品牌的全球戰略方針是：針對不同市場研發不同的產品來滿足不同國家和地區的需求，為用戶提供最佳性價比產品及最完整的音頻系統解決方案。請問您們是如何去實踐這個方針的？
Peter: Although certain models designed by our USA engineering team sold well in China,we were not having the same level of success in China, as we were in the rest of the world. After some time it became clear that we needed help! In 2014 we partnered with the Longjoin group of companies, and began the process of developing new models specifically for the Chinese market, based on their advice. By 2016 we were selling a good range of models designed just for China, and sales have exceeded our expectations!
Peter: 盡管由我們美國研發團隊設計的某些產品在中國很暢銷,但是還是沒有達到我們對中國這塊市場的預期目標。而后我們發現,我們需要幫助，需要更大的進步! 在2014年我們與Longjoin集團公司合作, 根據他們的建議，我們開始開發適合中國市場的各類產品。到2016年我們增加的那些針對中國市場的產品線銷售很成功并且超過我們的預期目標！
CA001: The competition was fierce in these years, how do you think about the differences between the Chinese and European/American market?
CA001: 這兩年行業的競爭非常激烈，您如何看待中國市場和歐美市場的差異？
Peter: Competition is fierce all over the world, just as it is in China. In order to succeed, a company must have a strong brand, the right range of products at the right price, and the right team supporting the brand. Since partnering with Longjoin, I believe we now have all those things in China.
Peter: 同中國一樣，世界各地的競爭都是非常激烈的。為了成功,一個公司必須有一個強大的品牌, 品牌需要擁有價格競爭力的合適產品線，并且有一支運行品牌的優良團隊。與Longjoin合作后,我們具備了在中國市場發展的這一切因素。
CA001: Target different markets, do you have different marketing strategy? How to apply your products in different field? Please provide an example.
CA001: ALTO針對不同的市場，您們又有怎樣不同的策略？您們的產品在不同的領域如何應用？請舉例說明！
Peter: In most western markets, ALTO equipment is sold in music stores, and the people making purchases are musicians buying for their own use. In Asia, Alto is mostly used for fixed installations. Working musicians in the west, have very different needs from sound system installers in Asia, so we offer different products to each. For example: A western customer wants simplicity and portability, so an active speaker is perfect. However, an installation customer wants flexibility and control, so passive speakers with power amplifiers and system processors are more suitable for Asia.
Peter: 在大多數西方市場,ALTO的產品是在音樂商店里銷售的,消費群體都是一些音樂家，購買后自己使用。在亞洲,ALTO產品主要是用于固定安裝。西方的音樂家和亞洲的工程安裝,對產品的要求不同，所以我們提供的產品選擇也不同。比如，西方的客戶想要簡單并且便攜的產品,那么有源箱是最適合的。然而,客戶想要固定安裝和控制類的產品,所以無源的音箱加功放加處理器這類就更適合亞洲市場。
CA001: How do you think about the marketing and brand promotion of ALTO?
CA001: 您如何看待ALTO的品牌營銷和市場推廣？
Peter: Our brand promotion strategy is very simple: If there are fantastic products with the Alto badge being used everywhere, the brand will be promoted in the best way possible. Alto has been a top selling brand in the USA and Europe for several years now, so there are now a large number of Alto products being used by bands, DJs, bars, street performers and churches. Since we introduced the new models designed for China,we have seen very strong sales of Alto in the China market too! As a result, we are seeing the strength of the Alto brand grow quickly all over the world.
Peter: 我們的品牌推廣策略很簡單:如果ALTO品牌的那些好產品隨處都在被使用,那么這個品牌的影響力也就隨之而來。Alto在歐美國家這么多年以來一直都是是最暢銷的品牌,現在有大量的ALTO產品被樂隊,DJ,酒吧、街頭藝人和教堂等在使用。自從我們針對中國市場推出了新的產品,ALTO在中國市場的銷售也取得了非常好的成績!綜上所述,Alto的品牌影響力在世界各地都在迅速發展。
CA001: In the new year, what’s your new goal or the long-term development?
CA001: 新的一年，您們有什么新的目標或長遠的規劃？
Peter: Alto will always be about having quality products at the right price. We have been listening to our customers in China, and they have given us some great ideas for new products. For the new year we will continue launching new products in China, based on what our customers have told us they need. This will be our best year yet!
Peter: Alto的品牌定位一直會是高品質，價合理。我們一直在聽取中國客戶的建議,他們給了我們一些很棒的新產品創意。在新的一年里，我們也將繼續聽取客戶的良好建議，在中國推出更多適合市場的新產品。這也將會是我們值得期待的一年!
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