From: "Saved by Internet Explorer 11" Subject: Lack of understanding magnifies product problems Date: Thu, 18 Dec 2014 14:20:46 -0800 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_004E_01D01ACD.D0B16950" X-MimeOLE: Produced By Microsoft MimeOLE V6.1.7601.17609 This is a multi-part message in MIME format. ------=_NextPart_000_004E_01D01ACD.D0B16950 Content-Type: text/html; charset="utf-8" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.globalsources.com/NEWS/SIC-lack-of-understanding-magnifies-product-problems.HTM =EF=BB=BF
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Path: Sourcing News & = Advice=20 >> Import from=20 China Advice >> Lack of understanding = magnifies=20 product problems
by Jacob Yount
Understand your product and the = manufacturing=20 processes.
Normal variations become perceived = problems,=20 when in actuality, no problem exists.
This is what happens when buyers treat = China=20 manufacturing on the same level as clicking =E2=80=9Cproceed to = checkout=E2=80=9D button on=20 Amazon.
Understand the processes:=20 If something is done by hand, then function as if you understand=20 this.
Imagine handling a project of = hand-painted=20 figurines. The factory is going to assume you understand there are going = to be=20 normal variations. This would be a right assumption on the = factory=E2=80=99s part.
The factory does not consider that = they need to=20 fly to your home country and hold a seminar on what it means for an item = to be=20 hand-painted by a team of low-cost factory workers.
What is acceptable? In a = situation like=20 this, work to understand what acceptable variation your factory can = achieve.
Before production starts establish = with your=20 factory what variations are likely. Then whatever changes you inform = them to=20 make, you need to make sure they can actually do the changes.
All too often, importers are expecting = one thing=20 and the factory has no idea they are expecting it, because the standard level wasn=E2=80=99t = established.
=E2=80=9CDo it good=E2=80=9D is = not a standard level on=20 an item that is going to have variations. Buyers tell their factories = =E2=80=9Cdo this=20 right=E2=80=9D as if the factory thinks, =E2=80=9Cgee, I = couldn=E2=80=99t have come up with that=20 excellent control point=E2=80=9D.
So how does not understanding this = lead to=20 perceived problems?
Be careful when viewing photos of the = item that=20 the factory may send you. Factories frequently take photos that are=20 too-zoomed-in. In other words, they don=E2=80=99t take photos, that = accurately show the=20 item.
Unless your buyer=E2=80=99s standard = is holding up the=20 polyresin elf statue and looking up his nostrils, you shouldn=E2=80=99t = use a photo that=20 up-close as a standard of viewing the item.
Look at the item in=20 perspective; consider the size of the item, the production processes = and the=20 point of the item. Nobody sticks a figurine 5 centimeters away from = their=20 eyeballs to check the paint lines. The purpose of the figurine is that = it sits=20 on the mantle. View it from that perspective. Surgical tool it = ain=E2=80=99t.
I=E2=80=99m not talking about accepting junk quality. = I=E2=80=99m talking about=20 knowing how your item is made, how to control your item and then how to = sell=20 your item.
This may mean as the importer that you = educate=20 your buyer that the item is going to be a great item and of course, = since it is=20 hand-painted here are what kind of normal variations to expect.
The problem with China=E2=80=99s easy = access, is that=20 very few of the folks who import are knowledgeable of the processes. = Therefore=20 they sell their items and order based on false premises. Before they = even knew=20 about the processes, they tell their buyers, everything will be = absolutely=20 perfect.
Then when normal variations become = evident, they=20 immediately think it=E2=80=99s a result of poor production or = control.
They start yelling at the factory that = they need=20 to fix some found =E2=80=9Cissue=E2=80=9D.
The factory is confused.
Buyers toss around emotionally-charged = language=20 that causes the factory to halt production.
Delays start setting in.
Factory goes back to = =E2=80=9Cfix=E2=80=9D perceived problem,=20 messes up the packing, dirties the item with hands covered in paint and = makes=20 the item worse than it was.
Moral of the story? Keep things in = perspective. =20 Let the factory focus on the main thing, which is, producing a quality = item.
And understand=20 what =E2=80=9Cquality item=E2=80=9D means.
Jacob=20 Yount lived in China from 2001 to 2012, during which time he started JLmade.=20 He is now based out of North Carolina in the US and his home office is = still in=20 Suzhou, China; manufacturing and exporting branded merchandise, = promotional=20 products and retail gifts for distributors worldwide. Contact Jacob at = info@jlmade.com,=20 or find him on his blog.
Read more Sourcing=20 News & Advice
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